While email marketing is utilized by almost every marketer, welcome email optimization is overlooked by many. It is a mistake that makes it harder for you to sell your services or products.
Say, Mr. X signed up for a website that offers hotel reservation through easy comparison and payment. Before booking a hotel for his vacation, he signed up on the website, subscribed to the channel, and expected to receive an email.
Why? Because he is hoping to understand the services better and receive a welcome offer for signing up.
Wouldn't Mr. X be disappointed if he didn't receive a welcome email?
Here's what contributes to the importance of welcome emails:
It is always believed that 'the list' is important; so much so that many organizations would purchase a list for email marketing. However, that is far from the truth. Your relationship with your users' matters a lot; it makes a difference!
Creatively curate your subject line because that is the most important part of your email. If your subject content is lousy, users will directly report your email spam.
It is the first thing that your users will read in your email. It has to be concise, short, specific, and engaging. It is best to utilize words like welcome, thank you, new, etc. for better personalization.
Personalize the email body accordingly. You don't have to go overboard but simply use some small personalization such as using the name of the user. "Hey, Lucy" is better than "Hey, user."
Further, personalization is utilized in the subject line too. You can start the subject line with "Welcome to XYZ, Lucy."
Sometimes, personalization is not only about using the name of the user but also about differently addressing the user. Most of the organizations utilize welcome in the subject line of the email. However, you can start differently too. For example, using "Yay, you joined our community."
Note: Utilize simple and readable content in the body copy to make it more understandable.
Explain yourself or introduce yourself. Building trust with the brand is often a two-way lane and welcome emails are the best way to start this two-way conversation.
Share some unknown facts and pointers about your brand. If you are writing on behalf of a person such as CMO, introduce the CMO and then engage the user by asking them to share somethings about themselves.
For example, including a link to complete your profile or start exploring in the email only.
When concluding the email, always mention a real entity or person in the from. Either use your business or a real person. It simply means that you care.
Using something like email@example.com makes the email sound too generic. It, in fact, reduces the impact of your personalized body copy.
It is natural for your audience to interact more with an email template which is appealing and attractive. Also, it is likely for many of your users to only view the visual content, ignoring the written content body altogether. For these users, it is necessary to make your body copy visually interactive and engaging.
For example, you can utilize brand imagery for clothing, fashion, and other related brands. You can utilize a short explainer video for a B2B brand.
You can grab this opportunity and share helpful resources or link with the user. As the welcome emails have high click rate, you can encourage the user to engage in your community or complete their details through this email only.
For example, you can mention about your forum at the end of the email and offer a link for the user to directly go to the community or forum and join.
This email can also be utilized to share some dedicated links with the user. For instance, you can create a small feed of best products similar to the ones user was searching on your website.
We can't deny the fact that users sign up for your email list for content. They want to read and engage with your content such as newsletters, eBooks, etc. This means that your engaging email campaigns should invoke your users to interact with the content. That is only possible when your content is amazing and easy to read.
The flow should be optimum and the reader should be able to move from one sentence to another without making efforts. Here's how you should frame the content of your personalized email campaigns:
A large number of your users are mobile users. Hence, you need to think about your mobile users. No one has time to open emails on their laptops to check what is in the email draft. This simply means that your welcome email should be 100% optimized to be used on mobile phones.
If you fail to achieve it, multiple users would delete your email without checking.
Sending a welcome email to your users can improve your outreach and user engagement to a great extent. You can easily create a strong bond with your users with this first communication.
However, this is only possible if you create the right email content, so utilize the above tips and create a personalized, valuable email campaign for your users.