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Welcome email tips to engage customers

history November 27, 2021

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Email marketing is one of the most efficient and direct methods of communicating with your customers (and potential customers).

Because you have complete control over the communication, you can send personalized messages based on your subscribers’ interests, purchasing habits, and preferences. And getting the messaging right will have a direct impact on your bottom line.

It’s also a fantastic opportunity to be yourself and demonstrate that you’re a genuine person behind the business.

…but don’t take anything for granted. Being in someone’s inbox is a privilege that comes with some ground rules.

When planning your email marketing strategy, make a conscious effort to put yourself in the shoes of your subscribers. What is it that they are concerned about? What problems do they have that you can help them with? What information will be useful to them?

And, as with any other relationship, early expectations and “get to know you” interactions set the tone.

With email subscribers, your welcome email (which is sent as soon as they sign up for your list) is the ideal place to set expectations as well as introduce yourself and your business.

A fantastic welcome email will not only make your readers feel welcome, but it will also serve as the foundation for the rest of your relationship. So put in the effort to make it outstanding.

What is a welcome email?

When someone new subscribes to your email list, a welcome email should be sent automatically. It should establish expectations about what your company is all about and how frequently you’ll communicate with them.

Remember that your welcome email is one of your subscribers’ first impressions. Use it to show your personality and to remind people that there is a real person behind the brand. Because, at the end of the day, people prefer to purchase from other people rather than businesses.

So make the most of your welcome email as a chance to stand out in your subscribers’ inboxes. Tell your story, keep them entertained, and keep the promise you made when they signed up.

Furthermore, 74% of email subscribers anticipate receiving a welcome email. So make sure you deliver on that and go above and beyond to make it stand out…it doesn’t take much to make it stand out.

Welcome email statistics

Imagine walking into the home of someone you’ve never met before, and instead of being greeted with an introduction and a warm welcome, you’re met with a plate of desserts shoved at you before you’ve even opened the door.

That’s exactly how new subscribers feel if you don’t send a welcome email and instead begin sending promotional emails with no context.

Your welcome email is your opportunity to really WOW your newest “guests” and make them feel welcome.

So, whatever you do, send an automated welcome email to every new subscriber who joins your list.

If you’re still not convinced, take a look at these welcome email statistics.

Welcome emails have a 91% open rate

The average welcome email has a 91.4% open rate. To put this in context, the average open rate for other types of emails is only 20%.

As a result, your welcome email is likely to have one of the highest open rates of any email you send (which means it’s something you can’t afford to overlook). Because you’re capturing subscribers while your company is still fresh in their minds.

It would be a no-brainer if you knew you’d get a 91% open rate for a newsletter, wouldn’t it? That’s precisely what your welcome email is. And it will have an effect on the rest of the emails you send. So, take advantage of the insanely high open rates and set the tone for the rest of your relationship with new subscribers, so that every time they see your name in their inbox, they’re excited to see what you have to say.

Welcome emails have a 5x higher click-through rate.

Welcome emails have a 5x higher click-through rate (CTR) than standard email marketing campaigns. This means that 5 times as many people are taking the desired action.

So they’re returning to your site or reading a blog post that establishes you as a thought leader or someone they can rely on, or they’re following you on social media…

That is why it is critical to consider the call to action (CTA) in your welcome email. Because 5 times as many of your subscribers will click on that link. So think about where you’re sending them before you send them. Remember that at this stage, you’re laying the groundwork for your relationship, so you don’t want to be transactional or salesy.

Welcome emails are read 42 percent more often.

Welcome emails have a 23% read rate on average, which is a 42 percent increase over any other type of email campaign.

When compared to other emails, welcome emails are read by nearly twice as many people. Remember, they just signed up for your list, so you’re at the top of their mind, and they’re expecting to hear from you. Particularly if you promised a discount code or free shipping.

Take advantage of the higher read rate for your welcome email by making it memorable and laying the groundwork for your future relationship.

Welcome emails generate three times the revenue.

Welcome emails generate three times the revenue of any other promotional email. Isn’t that crazy?

While you don’t want to be overly salesy or promotional at this point, you do want to make it incredibly easy for them to return to your store (especially if you include a discount code or free shipping on their first purchase) in case they’re already convinced they want to buy from you.

Because, if you include such an incentive, it stands to reason that your welcome email will generate three times the revenue of other emails. You’re not offering 15% off every order, are you?

So make sure your welcome email does two things: it allows subscribers who are ready to buy from you right away to do so, and it tells your story and builds trust for those who aren’t quite there yet.

5 welcome email best practices

You’ve probably figured out what a welcome email is and why it’s such an important part of your overall email marketing strategy.

But if you’re wondering how to write the ideal welcome email for your new subscribers, look no further.

Whether you’re just getting started or you’ve already got a welcome email in place, these best practices will ensure you’re making the most of the first interaction with the newest members of your email list.

Send customized messages

The segmentation process has begun. The more personalized your welcome email, the better.

Assume you have different campaigns set up depending on where your visitors come from. If someone comes from a Google search or a specific ad, for example, the offer is different. In an ideal world, you’d create a separate welcome email for each of your store’s welcome campaigns.

Then, in your welcome email, you can tailor the messaging to their specific experience. This way, you can send new subscribers a more personalized welcome message that corresponds to their journey with your brand.

It may appear to be a minor change, but these changes create a better experience and build trust from the start.

Have a clear email subject line

Email subject lines are an important part of the email marketing puzzle for each and every email you send.

Even if you know that welcome emails have incredibly high engagement when compared to other email types, you must still be careful with your subject line. It’s still the first thing your readers will look at when deciding whether or not to open your email.

Because this is the first time you’re emailing this new member of your list, you’ll want to make it very clear who you are and why you’re emailing them. The best subject lines are short and to the point, with a welcoming theme.

If you’re using a double opt-in, which requires any potential new subscribers to give you permission twice, you’ll want to make that clear in your email subject line as well, because the action is required.

Set the tone for new subscribers

Before you begin telling your brand story, make sure you address why your subscriber signed up with you in the first place.

First and foremost, this means that you keep your word. So, if you mentioned a coupon code when they signed up, make sure you include it in a clear, visible place.

Remember that your first priority in sending emails is to serve the needs of your subscribers, so make it clear why they’re here in the first place as part of the welcome email.

Bonus points if you specify how frequently your subscribers should expect to hear from you. So, if you send an email every Friday, be sure to include that! Or perhaps you only send something once a month. The sooner you establish that expectation and build trust with your subscribers by following through on your promise, the better.

Introduce your brand

Here’s your chance to get creative! You’re welcoming a new person into the fold, so it’s a good idea to mention:

  • Who you are and what your brand does
  • Why you’re so excited to have them on your list 

You might also want to include:

  • Some of the benefits of being on the list
  • Other ways to connect with you, such as social media

Just keep in mind that you don’t want to overload your welcome email with CTAs. So, before you add a bunch of different topics and divide their attention, decide what is the most important action you want these brand new subscribers to take.

So, to begin, tell the story of your company (after you deliver on the promise that got them there in the first place, of course). A memorable story is an excellent way to establish a connection and a solid foundation from the start. You did your job if your subscribers can picture you sitting in your garage at midnight, packing orders.

So be specific and share the specifics. Because if you can tell your story in a way that connects with your audience, they will remember it and feel more connected to your company. And the more connected they feel to you, the more likely they are to support you and make a purchase in the first place.

Incorporate a call to action.

One thing is certain: keep your welcome email brief and to the point. While it may be tempting to cram as much information as possible into your email, you want to make it as simple as possible for people to take action and not turn them off right away. This is your big first impression opportunity, so take advantage of it.

Stick to a single major CTA. Whether it’s bringing subscribers back to your store, encouraging them to follow you on social media, or simply asking for a little more information about them so you can provide a better, more personalized experience. Consider the one action that is most important to your business from the start, and make that the focus of your request to your subscribers.

6 ways to make a lasting first impression with your welcome email

“You never get a second chance to make a first impression,” as the saying goes. Well, your welcome email is the ideal place to provide your subscribers with a memorable experience.

If your welcome email only contains a discount code, your brand name, and social links, you’ve missed out on a critical step in building a long-term relationship.

So treat your welcome email as the opportunity that it is: your first opportunity to increase brand love and awareness.

Here are six simple ways to leave a lasting impression on your new subscribers and turn them into your most ardent supporters.

Send a special welcome offer to new subscribers.

While a more generic “15 percent off your first purchase” offer is great, creating more personalized experiences for your new subscribers is even better.

So, if you have a subscriber who signed up for a referral program-specific campaign, you can tailor your welcome email (and offer) to that experience.

Because the more specific your offers and emails are, the more trust you will gain and the better the journey will be for your subscribers and customers.

Content can help you build trust.

Education is especially important at this stage of the game. You want to establish your company as the go-to spot for the products you sell. As a result, the more you can establish yourself as a thought leader in the field, the better.

So, as you consider the primary focus of your welcome email, consider whether a piece of educational content makes sense. Rather than directing these new subscribers back to your store (likely before they’re ready to buy), perhaps you should direct them to a piece of content from your blog or website that you know your customers enjoy. If you go this route, make sure it’s evergreen so you don’t have to constantly update or refresh it.

Consider launching a welcome series.

The most important thing to remember if you’re just getting started is to set up a welcome email. Then, you can expand on that single email to create a full-fledged series to take your welcome strategy to the next level.

You can educate your subscribers and familiarize them with your brand in a less overwhelming and more helpful way by crafting a series of 3-6 welcome emails.

So, if you begin by telling your story and following through on your promise in your first welcome email, you can share things like:

  • A behind the scenes look at how your products are made (where, photos of real people, anything that makes it real)
  • Any content (blog posts, videos, infographics, etc.) that would be helpful for new subscribers
  • Information about how your business operates (sustainability, charitable donations, drops, etc.)
  • If your business never has sales, it might be helpful for your new subscribers to know that upfront (maybe even explain why!)
  • Any FAQs
  • Your best-selling products (you want to be careful not to see too early…this is still just the beginning of your relationship)

If you create a welcome series, you will be able to share so much information. However, having all of this in a single email would clearly be far too much. So consider everything you’d like to share with brand new subscribers and fit it into a logical welcome flow.

This way, your subscribers won’t be overwhelmed with information at the start of their journey with you. So be cautious about what you share (and when). When in doubt, solicit feedback from the newest members of your list on what’s working and what isn’t.


Try out a gamified approach.

Gamifying the experience your subscribers have with your welcome email is an excellent way to drive engagement, just as a gamified popup (such as a spin to win) is a surefire way to grow your email list.

You could test out an offer for these new subscribers that includes a surprise gift if they purchase within the next 30 days if you included a discount code in the welcome email. Perhaps you’re holding a contest or a giveaway.

People enjoy the prospect of winning a prize or receiving something for free. Consider how you can incorporate this into your welcome email experience.

Use video and GIFs to express yourself.

Your welcome email is an excellent opportunity to showcase your personality and put a face to your company. And a video is the ideal medium for including both you, the founder, and your story.

Maybe even tease something like a secret code for a free gift with purchase to entice people to watch the video. The sky is truly the limit in this case.

If you’re not comfortable in front of the camera, you can still add personality to your welcome email by including a GIF. Because it’s much easier to connect with your subscribers when you write your emails as if you’re writing to a friend.

Share the selfish benefit

Every business has multiple stories. There’s the founder story, the reason your company exists, and the need you’re attempting to fill. There’s the story of how you got started and where you’ve gotten to, and then there are the success stories from satisfied customers.

Whatever story you tell, make sure one thing is crystal clear to your new subscribers: what’s in it for them.

You must return to the ultimate benefit for them. Sustainability, social causes, tribe membership (think Apple), status (think Rolex), or anything else that defines you and your community. Make it clear to your subscribers from the start how your company can assist them.

Because if they don’t understand why they should spend their valuable time reading your emails, they won’t open them, let alone make a purchase. So it’s critical that you spoon-feed that information to them.

Level up your welcome email and engage customers with Thank You Email Marketing Tool by Autoketing

Thank You Email Marketing Tool enables users to quickly and easily create a welcome email to bring the newest members of their list up to speed and introduce the company.

Thank You Email Marketing Tool simplifies this aspect of automation, and you can begin your free trial today to begin sending out impactful welcome emails.

For more tips on improving your store, check out our other articles here on Autoketing

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