Welcome emails provide an excellent opportunity to educate prospective customers about your product or services. They also set the tone and create expectations with your newest subscribers. On average welcome emails have an unusually high open rate of 50-60%. To that end, it’s worth taking the time to understand what makes for a great initial introduction. Here are some things worth considering:
Set clear expectations from the beginning. Let customers know from the start what you'll be emailing them. Also, make sure it’s easy for them to unsubscribe. If your communication is easy to opt-out of, it’s less likely to be marked as spam.
Offer a welcome incentive or a discount, like a coupon for 20% of their next purchase, or free shipping. Fun fact: studies show that welcoming emails offering discounts or free shipping increase overall sales and revenue (duh!).
Send more than one welcome email. We suggest sending the first email immediately upon signup, with subsequent emails set a few days apart with the frequency slowing down over time. Things to include in the welcome series include the company's founding story (if it's exciting), helpful branded content which gets a lot of shares or has high engagement, customer reviews, great press, directions to the nearest guide shop (if you have them) etc.
If you don’t have welcome emails in place yet, we suggest taking a look at what competitors or brands who target a similar audience are doing. Take note of what works for you (and doesn’t). You can build upon the aspects you like, and improve upon the ones you don’t.
To get you started, here are some of our favorite ‘welcome’ emails:
We like this email from Paul Evans for its simplicity. It links to a founding story which also explains the benefits of the direct to consumer model.
By highlighting the brand’s sustainable design and manufacture, Reformation’s welcome email appeals to something that the target customer values.
We like this introductory email from Hugo Boss for it’s integration of social media. Because of the high click-through rate, welcome emails can be an effective way to promote your brand’s social media presence.
Email is one of the best channels at your disposal for online marketing, and welcome emails are an important aspect of any email marketing strategy. By prioritizing your initial messages and being strategic, you can create a positive first impression and setup your email marketing for future success.