5 Elements of the Perfect Welcome Email

5 Elements of the Perfect Welcome Email

It is no surprise to know the kind of an impact a positive first impression can have on your business. The first impression can set the tone for future interactions. There is no better way to create a positive first impression than using a welcome email. In fact, several studies have shown that welcome emails are great for any business because they have an average read rate of 34%. That is 42% higher than the average read rate of 24% for the other types of emails.

The moment somebody signs up for your emails, you have all their attention more than you can ever have, so this is where you should tell them more about your product. You can use this chance to open your communication channel and start building trust between you and your customers.

The welcome email is not just about creating a positive first impression for your consumers, it has other great roles such as;

  1. Making your products known to the new customers
  2. Showing the new customers what value you can add to their lives
  3. Setting your new customers up for success

Having new customers signing up for your emails is a big deal that you should never take for granted. That’s why you need to thank them and appreciate them for being part of your business. There’s no better way to do that other than send your new customers a welcome mail. This article talks about the essential elements that should be included in a welcome email to new subscribers.

If you utilize the following elements properly, then the emails will be great, and the subscriber engagement might increase as well.

What is a welcome email?

Depending on what kind of email list you are growing, a welcome email could come in many forms.

Some of these tips may be more relevant for certain businesses or niches. For example, an e-commerce store may send a welcome email when someone has made their first purchase. A thought leader for an industry, however, may send welcome emails when people opt-in to receive their regular content updates.

5 things every welcome email needs to do

In all cases, a welcome email is your first official email touch point with a new subscriber. This is your first impression and these tips will make sure your first impression is as strong as possible.

  1. Offer easy-to-understand information for getting started.

A lot of welcome emails are sent after some type of purchase or initial interaction. This is great news because you know that you already have an engaged customer on the other end. You also know that they may have your product sitting in their home or, at the very least, it’s on its way.

This is your opportunity to share some great information that will enhance their customer experience and begin creating brand loyalty.

Not only is this information helpful, but it also shows that your emails add value rather than simply push products or sales. Subscribers will appreciate that you want to help them enjoy their purchase as much as possible.

The welcome email for Google Home Mini, shown below, is a great example of how to offer a quick start guide inside a welcome email.

Google uses the opportunity of a welcome email to help new users navigate their way around features, and it also provides an overview for those who want to get the most out of their

  1. Introduce the team to your subscribers.

Just because you aren’t having a face-to-face interaction with each customer doesn’t mean you can’t have a personal interaction and introduce the faces behind your brand. After all, the people that make up your business are one of the most important pieces of your business.

Introducing certain team members may be a great way to kick off your email subscriber relationship. This is especially true if your subscribers will be interacting with these employees regularly. This helps break the ice and gives your business a warm and approachable personality.

A great example of this is the Peloton welcome email that introduces a subscriber’s trainers they’ll be working out with.

On its way to becoming the year’s biggest trend in fitness technology, Peloton—a fitness bike that comes equipped with live or prerecorded virtual classes, is also leading the way in personalized communication and approachable branding. They focus on the trainers who will be leading the classes, creating a connection with the people behind the brand from the get-go.

From their social media accounts to the welcome email that subscribers receive, Peloton wants users to feel personally connected to the people that will be representing their company on a daily basis. See how they do it in email form:  

  1. Keep it clear and simple.

When someone subscribes to your email list, it may be tempting to share everything great about yourself or your business. However, like a bad first date, there is such a thing as oversharing. It’s important to keep in mind that this is the start of a long-term relationship, and you want to nurture it and provide value.

You will have plenty of opportunities to share information with your subscribers—you just need to know how to choose the right opportunities for your brand.

Instead of overloading new subscribers with information, try to keep things simple. In fact, minimalism is one of the big trends in design and marketing right now.

People get a lot of marketing messages every day via email, television, web browsing, print ads and more. Instead of loading up your email with information that may or may not be memorable, just keep things simple and make your email approachable for new subscribers.

People may not always remember each and every detail of a message, but they will remember whether or not your message was enjoyable and easy-to-read or cluttered and messy.

The email below keeps simplicity and minimalism in mind.

New subscribers are presented with appealing images, a few short bullet points, and a simple call-to-action button. They get the important information, can make a quick decision about whether or not to follow up on the offer, and they may end up becoming paying customers right away.

One thing is for sure, they won’t be unsubscribing because of messy design or cluttered information.

  1. Time to get social with your subscribers.

Marketing involves using a variety of different channels and email marketing is one of the best, most cost-effective ways of building up multiple communications channels at once. If people are email subscribers in addition to being social media followers, then they are much more likely to be reminded of your messaging and become more engaged with your business.

Asking for people to join you on your social media channels is a great way to send a simple welcome email with a very basic request that isn’t overwhelming. The example below shows just how easy a welcome email can be if your goal is to help grow your social media presence alongside your email subscriber list.

  1. Everyone loves a welcome gift.

We mentioned before that you may want to avoid blasting your new subscribers with special offers and sales messages. You are trying to build a relationship and there will be plenty of time for discount codes and sales.

Of course, that doesn’t mean that you can’t extend a special offer or gift to your subscribers as a thank you for joining your email list.

A coupon or voucher that can be used when your subscriber makes their first purchase is a great welcoming gift.

We do caution you against making the welcome email too much of a hard sell. Offer the coupon as a thank you gift rather than a limited time offer. This will take pressure off your welcome email and make it seem more like a friendly gift.

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