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By Pam Neely April 28, 2022
Need to make an amazing first impression along with your new e-mail subscribers? Ship them a welcome e-mail marketing campaign.
It’s an enormous deal when somebody indicators up in your e-mail checklist. You’ve put in quite a lot of work to draw this particular person and to construct up sufficient belief with them that they’ll allow you to into their inbox.
However the work isn’t accomplished as soon as they’ve signed up. Now your job is to have interaction them – to construct on the belief and curiosity you’ve established with them in order that they’ll change into a long-term, enthusiastic subscriber.
All that begins with a welcome e-mail.
What’s a welcome e-mail?
A welcome e-mail is an automatic e-mail message that’s despatched out to new subscribers as quickly as they join your e-mail checklist.
Some e-mail entrepreneurs don’t ship a single welcome e-mail – they ship a sequence of them. These welcome sequence are despatched out over time, normally one per day, and are sometimes a sequence of three emails.
Why ship a welcome e-mail?
- Welcome emails get dramatically extra opens and clicks than common emails.
One examine discovered that welcome emails get 396% extra opens and have a 533% larger click-through charge than different promotional emails. - To benefit from new subscribers’ curiosity in your emails – proper in the mean time after they’ve signed up.
- To assist your subscribers get to know you.
- To provide your new subscribers a message proper once they enroll in order that they gained’t have to attend till your subsequent regularly-scheduled e-mail.
- To showcase the content material you need new subscribers to see first.
- To extend your subscribers’ engagement along with your checklist long-term by beginning off with an amazing expertise.
Welcome emails, affirmation emails, and thanks pages
Let’s step again from welcome emails for a second and speak about how they match into the general expertise you’re creating to welcome new subscribers. This entails welcome emails – sure. But it surely additionally contains the thanks web page you present subscribers after they’ve signed up and a affirmation e-mail message when you’re utilizing double opt-in.
Simply to be clear: Welcome emails will not be affirmation emails. Each kinds of emails are despatched proper after subscribers enroll, however a affirmation e-mail is used to verify that somebody desires to be in your checklist.
Affirmation emails are a part of a course of referred to as “double opt-in,” the place folks have to enroll after which verify once more that they wish to enroll. Double opt-in does require an additional step, however it’s value it. It typically ends in larger engagement charges in a while.
Right here’s a circulation chart that reveals how welcome emails and affirmation emails differ, and the way they’ll work collectively.
We’re targeted on e-mail messages on this put up, however there’s one other essential aspect of your welcome sequence: The thanks web page.
Because the graphic above reveals, thanks pages are proven proper after somebody indicators up in your checklist. After a subscriber clicks “submit,” they are often redirected to a web page that thanks them for signing up. That’s a thanks web page.
A few of the smartest e-mail entrepreneurs make nice use of their thanks pages. They don’t simply present a virtually clean web page and say “thanks for signing up. They don’t use a default message from their e-mail service supplier. They’ll give their new subscriber a full multi-media expertise, full with a welcome video, like this thanks web page from AWeber buyer Tim Ferriss:
Ferriss’s welcome video is simply 53 seconds lengthy, however it’s the right introduction to the e-newsletter for brand spanking new subscribers. It explains why he created his e-newsletter, what it contains, and what subscribers can count on from their expertise.
Parts of an amazing welcome e-mail
Welcome emails do quite a lot of issues, in order that they usually embrace a number of completely different sections. These sections can embrace:
- Welcoming your new subscribers and thanking them for signing up
- Explaining what sort of content material subscribers can count on from you and the way usually
- Delivering an incentive or “freebie” (when you supplied one)
- Together with your contact info so your subscribers can simply attain you and “safelist” your emails
- Introducing your self briefly to your viewers to allow them to get to know your model higher.
AWeber buyer Lewis Howes of The College of Greatness sends a really clear welcome message that covers all these factors:
Professional tip: Discover the opposite part Lewis has added to this e-mail? It’s within the postscript. He asks new subscribers to submit a query. It is a improbable solution to discover out what subjects your viewers is thinking about. It is going to additionally make you appear (and be!) extra accessible and pleasant.
Varieties of welcome emails with examples
Your welcome e-mail message ought to present the whole lot your new subscribers want to start out studying about what you are promoting. However relying on what you are promoting mannequin and your e-mail advertising and marketing technique, what they should know could also be completely different.
Listed here are a couple of several types of welcome emails and some welcome e-mail examples:
- Steps to getting began
Do you have got current content material, upcoming occasions or different particular gives you need new subscribers to find out about upfront? Then any such welcome e-mail is for you.Professional-tip: Don’t overload folks with info. Give them two or three assets to get began, however avoid wasting content material for the remainder of your welcome marketing campaign.
This welcome e-mail instance from Litmus covers all these bases:
- Get to know you higher
It is a nice possibility that will help you make a extra private connection along with your subscribers.Professional-tip: Not everybody could have a hard-hitting story like Trisha from Go Eat Your Beets within the instance under, however that doesn’t imply you’ll be able to’t embrace a couple of tidbits about your self to point out that there’s an actual human being behind these emails.
Welcome e-mail topic strains
If you understand how essential topic strains are, and you understand how essential welcome emails are… you is perhaps a bit nervous about writing the topic strains in your welcome campaigns.
Haven’t any concern. Listed here are ten nice welcome e-mail topic strains. Further credit score when you arrange a topic line split-test to search out out which one performs finest in your checklist:
- Welcome to [Your company name or your newsletter’s name]!
- Welcome! Your [name of freebie/lead magnet] is ready
- You’re on the checklist. Right here’s your low cost code.
- Welcome to [your company name], [subscriber’s first name]!
- Welcome to [your company name]! Your free reward is inside!
Need extra topic line split-testing inspiration? See our weblog put up about how Morning Brew reached 1,000,000 opens with this split-testing technique.
Find out how to construction a welcome marketing campaign
As soon as you already know what you wish to embrace in your welcome campaigns, you’ll be able to start structuring the remainder of your welcome sequence.
When you’re new to the thought of e-mail automation, a welcome marketing campaign is the right place to start out.
The primary e-mail of your welcome marketing campaign will assist set the tone for the remainder of the emails in your welcome marketing campaign. And, when you select to ship just one e-mail in your welcome marketing campaign, (as a substitute of a sequence of emails) it might want to embrace sufficient to get your new subscribers acquainted along with your and your emails.
Earlier than you determine the content material of every e-mail, you need to define your targets to make sure that your content material aligns with them. Right here’s a pattern define that you should use to construction your welcome marketing campaign:
Electronic mail #1:
Timing: Despatched instantly after signing up
Purpose: Ship your freebie/lead magnet or any particular gives and clarify what to anticipate out of your emails, together with how ceaselessly you’ll ship them.
Electronic mail #2
Timing: Despatched 24 hours after signing up
Purpose: Clarify the “why” of your organization and your mission assertion. Invite subscribers to comply with you on completely different social media platforms.
Electronic mail #3
Timing: Despatched 48 hours after signing up
Purpose: Embrace a couple of buyer testimonials and hyperlinks to your all-time best-performing content material or the content material you’d most need new subscribers to see. For instance, Wine Awesomeness sends this e-mail about screw caps vs. corks – a hotly debated matter amongst wine aficionados and newbies alike.
Nonetheless unsure what to incorporate for welcome e-mail content material? Do this technique that blogger John Corcoran recommends for creating your first welcome e-mail sequence:
“Take six articles that you just’ve written already which are probably the most helpful content material in your target market,” he mentioned. “Flip them into autoresponders and unfold them out over six weeks. You’ll know that anybody added to your checklist will get one e-mail per week from you for six weeks they usually can get to know you.”
Don’t have six articles? That’s okay – begin with one or two, then add extra later. Your welcome e-mail can all the time be improved later. Put collectively the very best one now you can, monitor which hyperlinks folks click on probably the most, then return and make your welcome e-mail even higher in a while.
Need to make issues even simpler? You too can use welcome e-mail templates, or perhaps a full welcome sequence automation to avoid wasting your self extra time.
What occurs after the welcome marketing campaign
The enjoyable doesn’t must cease on the finish of your welcome marketing campaign. Because of your well-crafted messages, your subscribers now know much more about you. They is perhaps able to buy a product from you or to be added to your e-newsletter checklist. It’s as much as you what occurs subsequent.
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