The Best Welcome Email Practices
Everyone loves a good welcome message. Customers want to feel valued when they come into contact with your business. So on top of that welcome email, escort it with a warm, welcoming text. Text marketing works wonders seeing as SMSes, and texts boast a high message open rate.
A bright welcome and goodwill you portray to customers to help them find services to make them reconsider shopping with you. Excellent service makes the customer happy, satisfied and amazed at how they were handled.
According to research by Experian Marketing Services, nearly 58 percent of welcome emails are opened, compared to less than 15 percent for other promotional messages. That percentage jumps to 88 percent if the welcome email is sent in real-time, as it could be with marketing automation software like MonkeyPesa.
Four Types Of Welcome Emails
1. The educational welcome email
A welcome email is an opportunity to educate a captive audience about your products and their value. While many brands use their welcome series as a chance to tell their brand story, proceed with caution. Subscribers are thinking, “What’s in it for me?” Before talking about yourself, you need to answer this question.
2. The offer welcome email
The first rule of welcome email flows is to send any offer you promised in exchange for a sign-up. This is how you build trust with subscribers from the start.
If you don’t want to lead with a discount, that’s OK—your cost economics may not allow for it.
3. The product-focused welcome email
Like an educational email, a product-focused email is a great way to ensure your audience knows about your brand value from the start. Your welcome series is your chance to make an excellent first impression, so focus on your bestsellers or use the opportunity to introduce new products.
4. The information-gathering welcome email
This type of welcome email is often overlooked, but it’s essential for sending more relevant emails in the long run. To give yourself the best opportunity for building long-lasting relationships with your subscribers, find out what they like and how often they want to hear from you.
Elements of a great welcome email
A lot goes into a great welcome email series. Kevin Orbach, CEO of a marketing agency with the same name, sums it up best: “Create a desired action. Nobody wants to get the introduction experience again. Thinking about the customer journey as an event in a series is critical. Include an activity, an engagement opportunity—something, anything, for the customer to continue interacting with.”
1. An intriguing subject line
According to OptinMonster, 47% of email recipients open an email based on its subject line. So it’s something you need to get right—and it’s both an art and a science.
To understand what makes a great subject line, Klaviyo’s business intelligence team studied more than 630K email marketing campaigns in 2022. Here’s a rundown of what we found works the best:
Use the recipient’s first name in the subject line. Email campaigns with the recipient’s name in the subject line have an 8.92% average open rate, compared to an 8.64% available rate for subject lines without a word.
Keep it clear and brief. Standard subject line length across all business sizes is about seven words long (including emojis), or 36 characters.
Evoke curiosity. Experiment with teaser-style subject lines that encourage people to open your email to find out what’s inside.
Use emojis sparingly. Subject lines with emojis perform slightly worse than those without them. Emojis in subject lines are also popular, so you may not stand out as much as you think.
Use preview text. Preview text is the additional text that appears under your subject line. It’s essential to provide more context, so don’t waste the real estate—think about how your preview text expands on your subject line.
2. On-brand email copy
Your email copy is only as compelling as what you’re offering the subscriber, whether that means an actual discount or product benefits. If you can answer the question, “What’s in it for me?” for the reader, your email is well on its way to generating ROI.
“Great copy” for a welcome series means:
Describing the value of your products in a compelling way
Offering something to the recipient in exchange for subscribing
Using social proof to build credibility and Trust
3. Snazzy welcome email design and video assets
Your email design depends on your goals. If your goal is to showcase your products and give readers a lot of choices, you need an image-heavy design with beautiful product shots to compel people to click. Your email may look something like this:
4. Convincing CTAs
Your welcome email should inspire action. The action doesn’t need to focus on a purchase, although it can—and, at some point in your welcome series, it should. But your call to action (CTA) can also prompt people to:
Take a quiz.
Explore your products.
Initiate a download.
Participate in a survey.
5. A clear value proposition
Your value proposition is the primary benefit your new customers enjoy when purchasing one of your products. It’s the short, snappy answer to, “What’s in it for me?”
When someone subscribes to your list, they’ve participated in an exchange with your brand. They’ve done their part in handing over their email address; now it’s time for you to do yours.
6. Special offers
Special offers in welcome emails convert well. But that doesn’t mean you’re bound to the discount.
Ben Zettler, founder of Ben Zettler Digital, advises testing your offer first. “The ‘tried and true’ XYZ% off doesn’t have to be the way because everyone else is doing it. Have you tried testing a gift with a purchase? Or dollars off vs. a percentage off?”