When a lead moves forward with becoming your email subscriber, the least you can do is give them a warm welcome and introduce them to your company’s values. Welcome emails are the equivalent of rolling out the red carpet before them and showing appreciation for them joining your community.
By making the commitment to subscribing to your email marketing material, your new prospects show they have found interest in what your brand has to offer them. Welcome emails are a wonderful opportunity to capitalize on that first positive experience and build customer loyalty.
So, it’s safe to say that this type of email sets the tone for future communication with your prospects. Aside from that, welcome emails are meant to boost customer engagement. How is that? Let’s check out some welcome email statistics:
Impressive, right? As you can tell, not incorporating welcome emails in your email marketing strategy is like leaving money on the table. With a successful welcome email, you get the chance to stand out from your competitors and show potential customers your brand isn’t just about selling. But before anything else, let’s explore the key components of a welcome email that drives results.
What Makes a Great Welcome Email?
Since welcome emails help you increase your business revenue and reinforce customer loyalty, you need to bring your A-game in your email copy. You could invest in a single welcome email or an automated onboarding sequence using robust email automation software. Whatever the case, here are some aspects to keep in mind while crafting them:
- Eye-catching subject line
If your welcome email is the cover, its subject line is the title. Needless to say, it has to catch recipients’ attention and make them want to learn all about it. Make sure it is short, precise, and aligned with the email content so that recipients know exactly what to expect.
- Concise and value-packed message
Your email message should be concise and helpful, reassuring recipients that they made the right choice when they decided to join your email list. Don’t forget to showcase your product or service and how they can solve your customers’ pain points. Avoid an unclear design that moves attention away from your message.
- Powerful CTA
A clear email structure has one more benefit: it makes your CTA stand out so that your subscribers are aware of what you expect them to do next. A well-placed, precise, and actionable email CTA motivates recipients to explore your content further and learn more about your business proposition.
- Personalized incentive
Imagine combining your welcome email with a personalized incentive based on the subscriber data. This type of offer drives their interest, showing them you’ve done your homework and want to provide them with solutions. Whether it’s a small discount or some kind of educational material like a product demo video, it intrigues them and can lead to conversions.
5 Great Welcome Email Examples to Nurture New Subscribers and Drive Engagement
No matter the objective of your welcome email, it should reflect your excitement for your new subscribers being part of your community. To make things easier, we have collected 5 great examples of welcome emails getting it right. Feel free to draw inspiration from them and get ready to increase your sales.
- Set expectations for future communications
As mentioned, your welcome email is your opportunity to build a trusting relationship with your subscribers. Being as clear as possible about what they’ll gain from future communications is crucial for them to become more receptive to future email content.
This process will lead to increased open and click-through rates, fewer spam complaints, and enhanced customer loyalty. Whatever you do, don’t fall into the common business mistake of not sticking to your promises. Otherwise, your subscribers will feel like you have been misleading them and will probably search for the unsubscribe option.
This welcome email from Casper informs subscribers about what they get for signing up to its email list, as well as what to expect in the following emails. Not only that, but one of the benefits presented is free shipping, which can prove to be a valuable incentive for customers. Also, the email is written in a playful tone that matches the brand’s identity and generates excitement about the sleeping process.
- Include checklists on how to get started
Email recipients are more likely to pay attention to your content when it is clearly structured in a step-by-step checklist. That way, they can absorb relevant information without feeling overwhelmed, and your welcome email gets to serve its educative purpose.
This type of welcome email is effective when you have tips to share on how to get started with your product or service. The onboarding checklist is easy to follow and shortens prospects’ learning curve. No matter how detailed your checklist is, though, avoid including multiple CTAs to ensure recipients focus on that single action you need them to take.
This welcome email from Typeform contains a checklist with 4 valuable tips for creating engaging forms. It even goes as far as following its own advice in the first step – can you think of a more clever way of showcasing the effectiveness of the tip shared? It made us click on the CTA to access the complete list and check out all the top tips they have in store. Besides the CTA, there’s also a link that directs readers to that list. What we have here is an excellent example of how the email design is wrapped around a specific action required.
- Share valuable resources
When people subscribe to your email list, they might have had a positive first impression of your brand, but you can’t be entirely sure they know what it’s in it for them. All you have to do is use your welcome email to demonstrate your product’s or service's unique proposition and lay helpful resources before your recipients. That way, they’ll rest assured that they made the right choice when signing up for your emails.
This type of content informs readers you can help them find solutions to their problems. Welcome emails come at a crucial moment in your relationship with your new subscribers. It’s then that they have to see you care more about their needs rather than selling your product or service. It’s what will get them engaged with your brand and want to learn all about it, so make sure to share relevant guides, videos, or blog posts to onboard them most efficiently.
The Infatuation is a restaurant recommendation service, and its welcome email highlights its expertise. Right from the start, the email hits every individual’s soft spot: being able to recommend great eating spots to friends and family. A friendly tone and concise wording are used to make readers want to click on the resources displayed. The content is centered around several guides for every occasion and enriched with colorful, eye-catching images that make it hard to resist the temptation to scroll through each specific guide.
- Request feedback
A new subscriber joining your community is the perfect time for you to show them you will provide them with content that matches their desires and needs. When recipients know you are willing to offer personalized email experiences with material that addresses their pain points, you are one step closer to converting them.
It shows them your brand isn’t only about selling but wants to help them out with everyday challenges. In order to personalize your offer, you’ll need to ask for feedback regarding their demographics, purchasing habits, and preferences. An easy and straightforward way to do so is by incorporating a short survey in your welcome email for them to answer. Just make sure it is a quick, frictionless process to avoid getting the exact opposite results.
DeFeet’s welcome email does so much more than just ask for recipients’ feedback. It leverages clever and powerful copywriting, questions, and a conversational tone – including a joke mentioning a familiar problem of everyday life: people not listening. It doesn’t stop there either; subscribers get a 20% discount coupon once they complete the survey. Now isn’t that tempting? DeFeet even gives recipients the opportunity to change their email preferences and take control of what email material they wish to receive.
- Share your social media channels
Welcome emails aren’t just a chance to engage recipients through the content included inside. They offer a fantastic opportunity to encourage engagement by inviting them to connect with your brand on social media. By doing so, they get to see another side of your company, and you get more touch points to share your values.
Enhanced social media traffic helps you build an even stronger relationship with your email recipients and grow your email list. Connecting with email recipients on your social media channels builds up social proof. You can use social proof in your future email campaigns to show that your brand is trustworthy and attract new customers.
Brightly has done an excellent job sharing its social media channels within its welcome email. Instead of just displaying its social media icons, Brightly explains the advantages of joining its social media channels. And it does so by luring recipients in with the latest articles, special prices, etc., and creating a dedicated CTA for each channel.
Final Words
Whether you own a small business or a large enterprise, welcome emails are a must-have tool for your marketing efforts to succeed. They bring in results in a short amount of time and help you build a trusting, long-lasting relationship with your new subscribers.
It’s essential to start on the right foot by expressing your appreciation for them joining your email list – in other words, say thank you. Then, continue by experimenting with the welcome email formulas shared above to get things started. Trust us when we say you will see customer loyalty reaching its peak in no time.
Author
Maria Fintanidou works as a Copywriter for email marketing automation software Moosend, having created the Help Articles (FAQs) and overseen the platform’s translations in Greek and Spanish. She loves exploring new cultures and ways of thinking through traveling, reading, and language learning.
