Welcome emails are a great way to give your new subscribers or customers that warm and fuzzy feeling. However, to see it as only that is a considerable underestimation of the power behind the welcome email.
Implementing an onboarding email series creates connection, loyalty, increases credibility and improves results. So are you ready to charm your customers and leverage the benefit of early engagement? Check out our guide on how to tranform your welcome emails into an extremely influential and profitable marketing tactic.
What is a welcome email?
A welcome email is the first transactional email subscribers receive when joining your email list. It serves as an initial point of contact and sets the tone for future communications. The main purpose of a welcome email is to greet new subscribers by giving them a little taste of what’s to come and provide helpful resources about your products or services.
Why are welcome emails important?
Welcome emails are an essential component of your email marketing strategy. They help establish a strong foundation for an ongoing relationship with new subscribers. They should leave a positive first impression which will help contribute to higher engagement rates. But let’s take a look at all the benefits in finer detail:
Higher open and click rates
Did you know welcome emails have an average open rate of 42%, which is significantly higher than your average email open rate? This increased engagement is due to subscribers being more receptive after signing up. So these emails provide the perfect opportunity to flaunt one of your latest drops or new products.
Reduced spam complaints and unsubscribes
Remember it may be some time before you send your next email so if you don’t communicate at the time of signup, subscribers are more likely to forget they ever joined in the first place. Having a good welcome email automation in place prevents subscribers from potentially unsubscribing or marking your emails as spam further down the track.
Increased customer retention
A well-crafted welcome email nurtures your brand-subscriber relationships. You get the opportunity to showcase your unique personality, provide relevant information and set expectations all of which contribute to the longevity of your customer relationship.
Increased brand credibility
When a new subscriber is added to your list it’s important you reach out immediately. It’s not only best practice but it’s also expected from your subscribers. Just like your order confirmations, subscribers need that reassurance that they’ve been added to your list successfully.
How to create the best welcome emails
You need to focus on engaging content, personalisation, and clear communication to create the best welcome emails. Here are some tips on crafting compelling welcome emails for new clients. These tips effectively introduce your brand and encourage them to take action:
Make your subject line stand out
Clear subject lines for welcome emails are crucial for enticing subscribers to open your email. To make your subject line stand out, consider using personalisation, like addressing the subscriber by name. Research shows that personalised emails can achieve up to 26% boost in open rates compared to non-personalised ones. Adding emojis can also help convey emotions and create a more engaging subject line.
Showcase your value
Your welcome email should highlight your unique value proposition and give subscribers a little overview of your brand’s story. It should explain what sets you apart from competitors. Focus on the benefits your subscribers will receive. For example, exclusive offers, valuable content, or expert advice.
Thank your new subscribers
Show appreciation by thanking your subscribers for joining your email list. A sincere thank you helps establish a positive first impression. It makes subscribers feel valued, increasing the likelihood of ongoing engagement.
Personalise your email message
Individuals end up in our database for a myriad of reasons. They may have purchased, made an online inquiry, subscribed to our database, or connected with us on social media. There has been an initial interaction with us because they are after information on something we are experts in.
Throwing these individuals in with hundreds or thousands of others in a general email campaign is not going to generate the best results. By segmenting the list, you can use conditional content to tailor your email to their interests, preferences, or demographics.
Add helpful resources
For those who have subscribed to the newsletter or similar, they are in the top of the sales funnel and just starting to engage with us, so a big push does not make sense. They are in the research phase and are looking to see how credible we are. They are looking to be better informed or educated on a product, service or topic we are knowledgeable in.
Include links to helpful resources, such as blog posts, tutorials, or FAQs. This can assist subscribers in getting the most out of your product or service. This provides value and positions your brand as an expert in your field.
Give a direct line to customer support
Demonstrate your commitment to customer satisfaction and offer customer support in your emails. Include a phone number, email address, or a link to a live chat service so subscribers can easily reach out if they need assistance.
Make sure you have a clear call-to-action
Guide your subscribers to the next step in the onboarding journey by including a clear and concise call-to-action (CTA). Whether you want them to make a purchase, explore your website, or follow you on social media. Just make the desired action explicit and easy to find in your email.
Add incentives to help them convert
Offer incentives, such as discounts, freebies, or exclusive content. This can encourage subscribers to make their first purchase or engage further with your brand. Research shows that the average read rate for welcome emails after including a discount offer increased from 34% to 53%. You can also use time-sensitive offers to create a sense of urgency and drive immediate action.
Welcome emails examples
Here are some welcome email examples that showcase different strategies for connecting with new subscribers:
Setting expectations for your newsletter
Morning Brew clearly outline the kind of content subscribers can expect and even include links to each topic for easy access. By setting expectations upfront can help reduce spam complaints and unsubscribes.They even add a “how-to” section to guide different device users in moving the email to their primary inbox. It ensures their email doesn’t get lost amidst promotional emails or end up in the spam folder.
Get your subscribers to set their preferences
Glenlivet’s welcome email uses a fun and engaging survey to give subscribers the opportunity to give more insight into their interests whilst also giving them a little more insight into their product offering. The enticing visuals paired with a clear call to action to explore the brand, all work together to provide an engaging way for subscribers to offer up more information about themselves. By taking advantage of this data, Glenlivet can make sure all future comms are tailored to each of their subscribers.
Rewarding new email subscribers
GoDaddy’s welcome email offers a special incentive for new subscribers. It provides free resources and a 30% discount on the first purchase. By offering such incentives, GoDaddy not only rewards new subscribers but also encourages them to explore the brand’s products.
Incentives play a crucial role in driving engagement and repeat purchases. They create a sense of urgency and exclusivity, motivating customers to take advantage of the offer before it expires. This leads to a faster way to drive sales and revenue, as subscribers are more likely to make a purchase with an attractive deal at hand.
Additionally, incentives foster loyalty and positive brand perception. When customers feel rewarded and valued, they are more likely to become repeat buyers and develop a long-lasting relationship with the brand. This, in turn, contributes to a stable revenue stream and a strong customer base.
Besides, incentives can encourage referrals and word-of-mouth marketing. Satisfied customers who have benefited from a brand’s incentives are more likely to recommend the brand to their friends, family, and colleagues. In some cases, companies may also offer referral bonuses or discounts to further incentivize customers to spread the word, which ultimately leads to new subscribers and potential sales.
Showcasing new products
Snow Peak welcomes subscribers by offering a glimpse into the brand’s offerings and creates excitement about the new collection. High-quality images, video feature, and clean layout highlight the products and also encourage subscribers to scroll.
List the benefits
Rocc’s welcome email takes a more persuasive approach by highlighting all perks of using Rocc toothpaste. For example, its sustainability, vegan-friendly, and natural ingredients that are formulated with vitamins and minerals. The email also features a 10% discount code and invites subscribers to start shopping immediately.
Onboarding email series
An onboarding welcome email series helps guide new subscribers. It assists subscribers through the initial stages of engaging with your brand. Instead of overwhelming your subscribers with an information overload in one welcome email, Miro use an onboarding series to help run through all their popular features.The following examples demonstrate effective onboarding strategies:
Email #1: Miro’s welcome email introduces the brand with an overview of its features and provides a 10-minute video on what Miro can do. The email uses a clear call-to-action to encourage subscribers to discover visual collaboration.
Email #2: Miro’s second email invites its subscribers to explore their templates. It focuses on helping subscribers understand how to upload screenshots, images and other files. The email includes step-by-step instructions, making it easy for users to learn and engage with the platform.
Email #3: Miro shares tips and tricks to engage team members effectively in their third email. This email demonstrates the brand’s commitment to helping subscribers. For example, how to make the most of their collaboration experience.
Email #4: Miro’s fourth email explains the platform’s integrations with popular apps. Thus, showcasing its versatility and value. This email encourages users to explore the integrations and tailor their experience to their needs.
Build brand credibility from the get-go
Building brand credibility from the beginning is crucial to gaining subscribers’ trust. In this welcome email by Fi, the brand shares reviews and ratings of real users to build trust and authority for their brand. Their use of clean design and professional visuals also pair perfectly to establish a sense of reliability and quality.
Make it enticing
The email design features a visually appealing door opening, symbolising a warm invitation and drawing people in. This creative and metaphorical approach not only grabs the subscriber’s attention but also creates a sense of curiosity and intrigue about what lies behind the door.
Also, Foundation has opted for a minimalistic approach to ensure that the email doesn’t feel overwhelming or cluttered, while also maintaining an air of mystery, which makes subscribers more eager to learn about the brand and its offerings.
Lastly, it includes a strong call-to-action (CTA) that invites subscribers to “enter” and explore their services. The prominent placement and clear wording of the CTA ensure that it stands out and effectively communicates the desired action, further increasing the likelihood of subscribers engaging with the brand.
Best time to send welcome emails
The best time to send welcome emails is immediately after a user subscribes to your mailing list. This approach capitalises on their current interest in your brand and allows you to make a positive first impression. Also, by sending welcome emails promptly, you can foster a strong relationship with your subscribers from the outset.
How many welcome emails in a series?
Most marketers search for “how many emails in a welcome series” but don’t get any appropriate answer. This is because the optimal number of welcome emails in a series depends on your brand’s goals and the complexity of your products or services. Generally, a series of 3 to 4 emails is sufficient to introduce your brand.
An essential part of the welcome series is onboarding emails. These help you share valuable information and guide subscribers through the onboarding process. Typically, you should send onboarding emails 1 to 3 days apart, giving subscribers enough time to absorb the information and take action. However, you can adjust the number of emails and the frequency based on your subscriber’s engagement and the specific needs of your business.
How to set up a welcome email in Vision6
1. Create your email
With Vision6, you can use pre-built welcome email templates or create a custom one tailored to your brand’s identity. These templates are designed to be visually appealing, responsive, and easy to edit. This allows you to create a welcome email that resonates with your subscribers.
2. Configure the automation to send it
To set up basic email automation in Vision6:
- Create a new workflow
- Select the trigger for your workflow, such as when a subscriber joins your mailing list
- Add an action, like sending your welcome email, and set the delay time (e.g. immediately after subscribing)
- Once your automation is configured, activate the workflow. This will send welcome emails to new subscribers automatically
3. Monitor performance
Vision6’s reporting features track welcome email performance. Analyse metrics like open and click-through rates to optimise emails and boost engagement.
To learn more about Vision6’s reporting features, watch this video tutorial. Regularly monitoring your email performance can help refine your strategy. You can make data-driven decisions to enhance your email marketing success.
Final words
If you want to build a strong relationship with your subscribers, focus on personalisation, clear communication, and providing value. And you’ll be able to craft a welcome email that will delight your customers and also sets the stage for a successful ongoing email marketing strategy.
Remember to monitor your welcome email’s performance. So, you can make data-driven decisions to optimise your campaigns further. With the right approach, you can turn your welcome emails into a powerful tool for driving growth and long-term success for your business.
