A new email marketing subscriber is valuable, in terms of both list growth and prospective business. In the same way you wouldn’t ignore a prospective customer in a store, you don’t want to ignore a new subscriber.Instead, you want to make sure your new subscriber feels a warm welcome. That’s a new potential customer or fan.In other words, you need to devote special attention to new subscribers, and that starts with your welcome message and welcome email. What are some welcome email best practices?
- Be helpful
- Offer a deal
- Use smart timing
- Show interest
Why say, “Welcome” or “Thanks for signing up” when you can be even more specific? For example, new subscribers to wedding or baby sites may receive a welcome message that says, “Congratulations!” There may even be a prompt asking you for the date of the special day if a brand haven’t already asked for that information. A welcome email is your chance to appeal to your customers on an individual level. Welcome emails are 86% more effective than standard newsletters, so use this opportunity to engage with your subscriber on a personal level.
Social network site Pinterest uses its welcome messages to help new registrants learn how to create pins (images or videos) and boards (collections of pins). Make it actionable. Their business message includes a clickable call-to-action that takes users to a brief walk-through of Pinterest.
Source: Really Good Emails Another way to be helpful is to point out in the welcome message some various perks of being a subscriber. Such as, “Did you know you get free access to the latest white papers on digital marketing? Browse titles now.” Headspace uses the opportunity to let their new subscribers know what meditations they have access to:
Source: Really Good Emails
Offer a deal
Nothing says “thank you” like a money-saving offer. Examples include an instant coupon with a scannable barcode for in-store purchases or a discounted price on an initial online purchase. Some businesses even host giveaways to get new subscribers, and that’s a great way to gain followers. Wouldn’t you consider signing up for an email list for a chance to win a trip to Bali? Companies sometimes use a welcome message offer to promote another product–for example, a free month-long upgrade to the “premium” service, for new subscribers, or a free filter with a $99 purchase, as is the case with Wynd.
Source: Really Good Emails
Use smart timing
Different types of people check their email and different times of the day. Some people are early risers, where some people are night owls. Timing your emails to their circadian rhythm is a great way to increase your open rates and stay top of mind when your customers are actually checking their messages. Part of email segmentation, timing is a smart way to get your emails in front of people at the right time of day. General audiences, for example, check their emails in the morning about 50% of the time. That doesn’t mean everyone does, though (at least 50% don’t!), and that doesn’t mean your audience does. For welcome emails, it may be tempting to send one immediately after a person signs up for your list. Do some A/B testing to see if waiting an hour makes a difference–you might find interesting results on timing within the same day.
If you offer a way for subscribers to customize email preferences, include a link in your welcome message that directs them to your preference center, with text like, “Tell us more about your interests,” or, “Decide what you want to read.” Generally, subscribers appreciate being asked for their opinion. And when you know their preferences, you’ll be delivering relevant messages at the right frequency, which is crucial for retaining subscribers. A preference center also helps you segment your audience by interests, so you can target specific groups for future email campaigns. This is a great place to ask them what time of day they prefer to receive emails (and how often they would prefer to receive them)–it shows interest and it answers a critical question. Perfect welcome email examples For the Martin Luther King Community Center, they had not yet implemented an email marketing program. Our goal was to help them accomplish this. When people walked into the Martin Luther King Community Center, we wanted them to see an opportunity to sign up to receive emails. In order to accomplish this, we created a placard for the front desk highlighting the text to subscribe feature and a form on their website. Once people enter their email address via text or online, they received their welcome email. Here’s what made their welcome message so effective:
- Remind the person why they are receiving your email. People receive a number of emails in their inboxes every day, so let them know why they are receiving yours. You don’t want to give them an excuse to delete your first email. Be engaging and, well, welcoming.
- Give them expectations. Let your new subscribers know what they can expect from your mailings now that they are signed up. Is it just updates? Is it about events? This also lets them know what’s in it for them.
- Lead them to a place for more information about you. New subscribers will likely be interested in learning more about who you are and what you do. Give it to them. Lead them to your website or social media sites. Ideally, you want to share both places with them, so they can visit at their convenience.
- Make it personable. Talk to your new subscribers in a welcoming tone. By doing so, it makes them feel like this message was personally written just for them and they are more likely to want to respond with an action.
Other “thank you for subscribing” email examples
Funfit uses a nice responsive email design in their welcome message. They also gift new subscribers with a coupon for their first purchase. The Clymb does two things we really like in their welcome email to new subscribers: First, they use great imagery as their background that matches their adventurous brand.
Source: Really Good Emails Second, they provide steps for the new subscriber to engage further with them and lets them know what they can expect. On another note, Toms asks all new subscribers to set their preference centers for future mailings. This helps ensure all subscribers receive exactly what they want from Toms without being bombarded. Wrap up Welcome emails are a boon for new subscribers. These messages give your brand the opportunity to stand out to subscribers and clearly define your brand. Some key takeaways include: Subscribers can use these emails to take action: clicking through to your site and making a purchase. Promotions and discount codes go a long way in hooking subscribers and getting them to take action on your marketing efforts. Don’t miss an opportunity for additional business. Automate welcome emails and watch your business grow.What’s more, subscribers can use these emails to take action: clicking through to your site and making a purchase. Delivra can help you with all aspects of your email marketing and marketing automation–from that initial welcome message to specialized commerce campaigns for a target audience. Contact us today to get started.