In order to successfully build a brand and create an engaged community around it, a brand must make itself personable, credible, and memorable. With so many options to choose from when it comes to purchasing decisions, consumers do not have to stick with your brand. If you lose their trust or interest, they can easily go elsewhere. You have to make them feel that you care and provide them with content that is of value to them.
By the close of 2018, more than 3.7 billion people all around the world will be using email. It is a powerful marketing tool. Instead of throwing together generic advertisements and promotions for your brand that go online, in the hopes of ending up before the eyes of the people to whom they are relevant, developing content for emails allows your brand to get its name and what it offers directly into the inboxes of those who may find it of interest.
Before you can begin sending out marketing emails to someone’s inbox on a regular basis however, your brand has to obtain their email address. Then, a welcome email from you is in order.
When it comes to marketing your brand online, utilize the power of a well-crafted welcome email to make that all-important first impression an unforgettable one. When a customer has purchased a service from your business or has just subscribed to your newsletter, a welcome email should be sent to them. Deliver personalized, informative messages directly to the inboxes of your target market, and compel them to actions that promote brand recognition and engagement.
- Types of Welcome Emails
- Welcome Email Consistencies
- Let’s Review
Types of Welcome Emails
Before you actually get started crafting the perfect welcome email to send to your new subscribers, you will need to determine which type will best represent your brand and engage its customers. Are you wanting to inform them of a resource your business offers that could be of benefit to them? Are you trying to drive them to make a purchase? Do you wish to establish trust with your readers?
Think about the main goal of your welcome email and craft it in a way that it will achieve that goal. Although the various types of welcome emails typically contain some of the same elements, and all remind the new subscriber what to expect from your emails, you can still identify them as different in their primary purpose.
Thank You Email
All welcome emails should thank the new subscriber, but in a thank you email, the primary goal is to thank the reader in order to build trust and make them feel valued by your brand. The call to action, or CTA, should be less sales pitch and more relationship-building, like asking the reader to learn more about the business or to create an online profile with you.
This type of welcome email will really put what your brand has to offer on display for the new subscriber. It calls on them to make a purchase by including engaging product images and text about why the reader will love them. Done well, this type of welcome email will give consumers helpful and appealing information about what it is your brand offers, and encourage them to buy something.
Like a promotional email, an offer email influences people to make a purchase, it just uses a different approach. Along with the general welcome email concepts of thanking the new subscriber and reminding them what they have signed up for, you offer them a coupon or special promotional offer to take advantage of. By presenting them with an opportunity to get a discount off their first purchase, you are offering them value up front, compelling them to make a purchase.
Welcome Email Consistencies
No matter the motive you may have for your welcome email or which type you choose to do the trick, all welcome emails must have some things in common. After all, the primary goal of a welcome email is to acknowledge the new subscriber and begin establishing brand identity and recognition in their mind — all in a way that delivers value to them.
Send the Email In a Timely Manner
Your welcome email needs to arrive in the customer’s inbox in a timely manner. It should be delivered within about 24 hours from the time that they bought a service from your business or gave you their email address to include in your email subscribers list. Send the welcome email too late, and whatever it is that the customer committed to in regards to your brand will no longer be fresh on their mind.
Use an Engaging Subject Line
The subject line you include with your welcome email needs to encourage the recipient to open the message. State that the message is a welcome email and tack on another short phrase that entices them to see what is inside. Something like “Welcome to [YOUR COMPANY HERE]!” along with “Important info inside” can work well. It does its job in both welcoming the customer and prompting them to open up the email.
Personalize the Message
In any form of marketing, your brand should strive to make the consumer feel like you recognize them as an actual person and not just as another body to sell to. Include their name in the greeting portion of the message to add a touch of personalization. After all, they did take the first step to entrust you with their contact information.
Remind Them What They Will Be Getting From You
In the welcome email you send to your customers, use the message as an opportunity to remind them exactly what it is they just signed up for and get them excited about future messages from your brand. Touch briefly on the general concept of the service they just purchased, or explain to them the kinds of content that your brand typically includes in the email newsletter they just subscribed to. Get them excited about what they will be receiving from your brand in the near future and continuing over time.
Give a Call to Action
In your welcome email, call readers to an action of your brand’s choosing. In the emails that will follow your welcome email, you will be asking your readers to do certain things. Use your welcome email to introduce them to this concept. Have them make some form of “mini-commitment,” whether that is to make themselves an online profile or learn more about the services offered by your business.
Through the content, you provide in the message, get the customer to further engage with your brand, make a purchase, or seek more information. By including a link to “Shop Now” with a discount code, or to “Learn More” with a peek at the details on your website, you are calling the reader to take action and engage in some manner with your brand.
When it comes to choosing the CTA that you will include in a welcome email, your brand does have options. Specifically, your calls to action may serve one of the following purposes:
Encourage a Purchase to be Made: With pleasing product images and the inclusion of what the product(s)’s top features are, and how they will benefit the consumer, you can then call the consumer to the action of making a purchase through a “Shop Now” or “Get Yours Today” button.
Learn More About What Your Brand Has to Offer: With product specs and details within your brand’s welcome email, you can invite readers to get more information about your business. Use something along the lines of a “Read More about [PRODUCT NAME]” or “Learn More Now” button to drive them towards your site.
Drive Readers to Your Brand’s Social Media Accounts: In order to promote more engagement with your brand through its various online channels, and to gain a larger social following, you can use your welcome email CTA to drive traffic to your brand’s social media accounts. Include a “Stay Connected” or “Follow Us Here” button to allow your email subscribers to connect more with your brand and engage with you in other mediums, all while getting exposed to more of your brand’s original content.
If it is not initially clear to your brand which type of CTA will work best its welcome email, you will need to conduct market research in order to find out. Through your research, your brand can learn more about its target market and its competitors, and see how it could potentially gain the most through its welcome email efforts. Whether you choose to conduct primary research through surveys and focus groups or secondary research through forming conclusions from data already collected from outside parties, market research will give you a better idea as to how to cater to your brand’s primary audience.
Think about the right placement and design for your CTA as well. It needs to be easily visible within the welcome email through both its size and color. Make it relatively large so it pops, and place it either at the top of the page or near a visual element where the subscriber’s eye is likely to be drawn. Also, make it a color that contrasts with the rest of the email’s content so that it does not get lost in everything.
Keep the welcome email CTA short and sweet: no more than about three or four words to avoid losing the reader’s attention. A combination of an actionable verb with something time-sensitive works best, like a “Shop Now” or a “Register Today.” The proper wording will ensure that the CTA of your brand’s welcome email will prove compelling and effective.
Link to Your Brand’s Media Channels
In your welcome email, give people the chance to connect with your brand through various channels. Include the URL of appropriate landing pages or the vanity domain name if you are using custom domains for major promotions. so that it takes them to the homepage of your website, and the links to each of your social media accounts to further develop their recognition of and interaction with your brand.
Don’t Make Them Scroll
The information points that you send to customers in your welcome emails, especially the key takeaway elements, need to be visible right when they open up the message. If you include important information towards the bottom of a longer email where it will only be seen if scrolled down to, chances of it actually being seen are fairly slim. Keep it BLUF – Bottom Line, Up Front.
Your welcome email has to be fully functional and properly formatted for all devices, including those of the mobile variety. If a mobile user goes to access your welcome email from their device and has trouble doing so or sees that it is not formatted for their screen, they will immediately abandon the email. More concerning is that they will associate your brand with being behind the times and not being a credible source.
Pick the Right Color Scheme, and Consider Incorporating the Color Blue.
More than just the content your welcome email contains, its color scheme is important as well. Colors have certain psychological elements to them. When people interact with different colors, different emotions are evoked. With your welcome email, you want to instill trust in your reader and make them feel comfortable with your brand and to associate it in their mind with a high level of strength and soundness.
When Customer.io, a tool for email automation, analyzed a set of 50 welcome emails, they found that 60% of these emails contained the color blue (and not all of the companies had blue as part of their logo/branding). Overall, the color blue was featured in these 50 welcome emails 35% more than any other color. People see blue as a hue that is calm, cool, and collected, while also being compelling and dependable. Brands take advantage of this perception and use it to get these emotions and thoughts associated with their business.
Information about the Products and Services You Offer
Any chance your brand has to further inform its target audience of what it has to offer and how those offerings help them should be taken. With a welcome email to new subscribers, you get to deliver this information in an appealing and engaging way, directly to the inboxes of subscribers. Detail the standout points and feature of your products or services, but more than that, proclaim how they will help the consumer in their own life.
Drive Traffic to Your Brand’s Website
Through really any type of CTA your brand chooses to include in its welcome email, it can drive new subscribers to its website. Whether you want them to shop your products or learn more about your business in general, you can use your welcome email to direct traffic to your website. By gaining more traffic for your website, your brand is promoting brand identity and recognition with its target market, as well as increasing the likelihood of its website being shared (which could then result in better SEO and potentially new customers).
Brand Development and Recognition
In how your brand represents itself through the content and design of its welcome email, it is further developing its brand identity. Use your welcome email to convey your brand’s personality as you want it to be seen by its target audience. When your welcome email is opened and viewed, new subscribers will have the opportunity to make a stronger mental connection with your brand and be able to recall it and recognize it in future interactions.
Connect with the Consumer
Be personable and relatable with your brand’s welcome email. By personalizing it for each reader in the greeting and writing content for it that actually sounds like it was written by another human, your brand makes itself more likable and forms a deeper connection with the reader.
Increase Conversion Rate
Of course, you want to accomplish less tangible things with your welcome email, like connecting with each reader and establishing a brand identity with them. However, you absolutely should have the goal of actually getting the subscriber to do something as a result of opening your welcome email. In utilizing a strong CTA and engaging content, your brand can gain conversions with its welcome email. Turn new email subscribers into customers of your business.
Establish Customer Loyalty
Conversions are one thing (a great thing, without a doubt), but getting customers for your business that will make purchases time and time again is another thing entirely. By catering to your target market in your welcome email, and letting your new subscribers know about all the awesome things there are to come with your emails, your brand is using its welcome emails to begin building a foundation of customer loyalty.
Enjoy great Return on Investment
With well-executed email marketing efforts, your business can gain a lot by investing a little. Using limited amounts of time and monetary resources, a good welcome email will give your brand a boost in conversions and help it develop its brand identity with its new email subscribers.
For every $1 that is spent on email marketing for a business, the business can receive an average of $38 in return. That is an ROI your brand can not afford to miss out on! Invest the little that it takes to put together a solid welcome email for new subscribers, and your business can expect to see it pay off in a big way.
Use the welcome email you send to new customers or subscribers to work to the advantage of your brand. Make members of your brand’s audience feel noticed by you, give them valuable information, and call them to action so that you can build your brand’s identity and the connection with an engagement from the audience.