A simple “welcome” or “thanks” still seems to be something that remains difficult for some advertisers to say. Email marketers are also not immune to falling into the same old way of thinking either: sales, sales, sales. Sure, the sale of your products is one of your main goals. But new newsletter subscribers are often not quite ready for making purchases. Aspects such as the researching of products and comparing offers are frequently underestimated or neglected. A well written welcoming email gently brings your own brand closer to the reader. If the prospective buyer then decides on making a purchase, this form of brand loyalty may prove to be decisive.
Many marketers capitalise on the curiosity of new readers by sending a welcoming email following the double opt-in. After this, the new subscriber usually moves on to the general communication to receive the regular newsletter. But something better is possible. With a cleverly conceived welcoming series it is possible to nurture stronger customer loyalty. In this article we have put together several tips and welcoming mailing examples that will show you how starting a multistep series can pay dividends.
Be reassured: a welcoming series is not rocket science. A good way to begin is by taking a look at the proverbial big picture. Obtain a bit of inspiration from your competitors and subscribe to the newsletters of the brands that you find communicate well.
Welcoming emails achieve high opening rates. These emails set the tone and enhance the expectations of newly registered recipients. Opening rates average between 50% and 80%. This is because new newsletter readers are particularly interested in a brand immediately after registration. This article from the MarketingSherpa Blog First Impressions: How to earn your place in customers’ inboxes also describes how useful a welcoming email series is.
|1 , shortly after successful registration.||Thank you and welcome||Restate and reinforce expectations; what are the subjects, benefits and frequency of the newsletter; perhaps link to the last newsletter. Request that the recipient adds the sender to his or her address book|
|4||New products||What’s going to be available in the shop soon.|
|7||Website tour||Help getting started shopping: what’s purchased most, how do the website features work, are there any watch or reminder lists available.|
|14||Contact – social media, community||Besides email, present the other channels on which one is also active: Facebook, Twitter, YouTube or one’s own community.|
|21||Build trust||Share testimonials, customer opinions and highlight any store ratings and any shop seals that exist.|
|28||User account and profile administration||Show why it is good to provide all information for the user account.|
|183||Satisfaction survey||Actively ask whether the recipient is happy with the service and if he or she likes the newsletter.|
|366||Anniversary of registration||Thank the subscriber for his or her loyalty.|
The figures prove it: new newsletter readers are especially interested in a brand directly after registration. This represents a perfect time to introduce yourself to the reader. And just like in real life, you need to invest a little effort to make a lasting great first impression.
A single welcome email is a beginning. Advanced marketers send out a welcoming series during the first two months of the “getting to know you” phase, which involves asking about interests and conveying interesting know-how.
Just get going: should you wish to commence your welcoming series, do it by taking small steps. It needn’t be perfect right away. But it is important that you welcome your new subscribers.