One of the biggest email marketing sins is not welcoming your new subscribers. In fact, welcome emails have some of the highest open rates and engagement rates. And while you may be tempted to just add new subscribers, and not send anything until that next email goes out, this can be a big mistake and even a lost opportunity. So why not welcome your new subscribers? They opted in for a reason – so hurry up and take advantage of it!
Here are the 8 things you should do when setting up a welcome email for new sign up for your newsletter:
1. Send the welcome email immediately
Make sure to send a welcome email immediately after someone has subscribed to your list. It’s about striking while the iron is hot and there’s a much greater chance of engagement when they hear from your business right away. Of course, you should not manually send this mail. Instead, build a solid marketing automation flow, which send this email off automatically as new subscribers join your newsletter. Also read our article on Marketing Automation best practices to get ideas on how to best set up a good welcome flow and furthermore set up effective Marketing Automation flows. Strike while the iron is hot!
2. Make the email personal
Emails with personal subject lines are 26% more likely to be opened. So, use the recipient’s name if you have collected this and start the email with “Welcome (Name)!” Or “Hello (Name)!” You can even add a small personal greeting like “Thank you for following us” which adds to the personal connection from the start.
3. Make the email intelligent
Are you a SaaS company offering free trials of various tools? If so, make sure your welcome email mentions the excellence your tool has with links directly back to the tool and finally signup. You could also set up a series of automated emails and drive the sales flow. The choice is yours with marketing automation.
4. Do not waste your subscribers time
Instead, give them some of your very best content so they get hungry for more in your upcoming newsletters. You may already have a good idea of what content your customers typically want to see and read, and otherwise use. You can even use Google Analytics or Facebook Analytics to find out which articles are the most popular and not least most engaging. Some examples of engaging content:
- Give an excerpt of your best content and email as an appetizer and let them read the rest of the content on your site so you get them on your side with the ability to convert.
- Make a list of the 5 most read articles, which can be found on the website.
- Or maybe you’ve made an ebook or a whitepaper that they can download.
5. Give a gift
Give your new subscribers a gift of some kind. Give 10% on first order, give free shipping, or give a free product with next order. Make them feel special from the first mail.
6. Promote your other channels
Now that the subscriber wanted to receive your newsletter, you should also try to get them to follow you on one or more of your social channels like Facebook, Instagram, LinkedIn, Youtube or something else. Just make sure you give them a good reason to follow you in more places. That is, you should be giving people identical content on Facebook and in the e-newsletter. Provide different content in both places and make sure to make offers that apply only to followers of the newsletter, offers that only apply to followers on Facebook, and so on.
That’s why there’s reason to follow you on more media and channels – and even though your subscriber loses interests, or decides to flag you as SPAM (Read our article about “What is SPAM“), you still have them on Facebook.
7. Add link to unsubscribe
Remember, your email should always contain an unsubscribe option – even if they have just signed up.
8. Test your welcome email
This point should really be at the very beginning: Test your welcome emails! Make 2-3 different variants and test which one the recipient responds best to. Is it best with a simple email with only 1 Call-to-Action or are they more susceptible to more information and more different Call-To-Actions at the start?