Welcome Emails
Welcome to this article about… welcome emails! If you don't already have these set up, then keep reading. Because once you've finished, developing a welcome email is going to be top on your priority list.
What is a welcome email?
Welcome emails are a key feature of a customer onboarding programme, as they are the first email communication you will have with a new or prospective customer. A welcome email typically comes in two guises: namely, a subscription confirmation email, or a post-purchase email. In both cases, it lays the foundation for your future relationship with the customer, and is a golden opportunity to make a powerful first impression.
A look at the numbers
According to research carried out by Invesp Consulting, 74% of people expect a welcome email when they sign up for a regular newsletter, but less than 58% of brands actually send them. Welcome emails also yield an average open rate of around 50% - that's fourfold more opens than a typical marketing email (and they also generate a whopping fivefold increase in click throughs).
Naturally, that translates into compelling stats for conversion and revenue. Average conversion rates (0.94%) are nearly 10 times higher than those associated with promotional emails (0.10%). And revenue uplift is a staggering 320% higher. Added to that, customers who receive this type of email are more likely to engage with a brand by a third.
You get the idea: welcome emails are indispensable, and an essential way to hit all the right KPIs.
Subscriber vs Buyer welcome emails
As alluded to above, there are two key types of welcome email, and it's best practice to have both in place. The first is a Subscriber welcome email, which is triggered when a customer signs up to your mailing list. These are a great way to start building a relationship with customers - whether they are prospective, or have already bought.
But it need not stop at one email, and can work well as a series. In fact, it’s not unusual to have as many as four emails within a subscriber welcome programme (sent in relatively quick succession). By sending multiple emails, it gives you an opportunity to introduce your brand while the customer is highly engaged, and demonstrate what sets you apart. Then, when you’ve laid the groundwork to help a customer feel more connected with your brand, you can start shining a light on the products or services you sell.
Once you’ve successfully turned prospects into buyers, the second tier of welcome emails to have at the ready is a New Buyer series. Although it varies by sector, there’s a good rule of thumb: retention is five times cheaper than acquisition. So once a customer has made a purchase, you don’t want to let them slip through your fingers. A new buyer welcome email helps to build on your relationship with the customer; keep them engaged; and make clear the benefits of continued purchases from you.
Although quite subjective, it usually makes sense to limit the new buyer welcome programme to around three email sends. The first one should land in the buyer’s inbox immediately (or within half an hour of purchase), while you’d probably want to spread out the other couple of sends over a two-week period.
What makes a good welcome email?
As with all customer-focused emails, there are important boxes to tick - such as having an engaging subject line, using high-quality imagery, mobile friendliness, and a clear call to action. However, for welcome emails specifically, we’ve highlighted five ideas below to help you ‘wow’ the customer…
Background/Purpose: This is your moment to capture the heart of the customer, so tell them what makes your brand special. Do you have an interesting backstory? Are you a small, family-run business? Or perhaps you go the extra mile in terms of ethical trading, or sustainability? These are the kinds of things customers care about, so including a brief snapshot of your background, goals or purpose can help build brand affiliation.
Be part of something: Some of the most successful pieces of marketing are where brands make customers feel part of something bigger. Whether that’s a powerful cause, or even just being made to feel part of a community that understands them, such messaging is ideally suited to a welcome email.
Personalisation: According to McKinsey & Co, 71% of customers expect personalisation in their interactions with brands, while 76% express annoyance when this doesn’t happen. A customer has just given you their email address – and potentially a whole lot more if they’ve purchased. So you should have what you need to make your welcome email feel personalised, and connect their needs with your brand.
Value proposition: One thing a welcome email shouldn’t do is overload the customer with promotional messaging. Remember, the customer has just given you something – now it’s your turn to give back. Showcase your value proposition with useful resources like tips, guides and customer-focused broadcasts, which focus on building loyalty. The sales will follow organically thereafter.
Discounts/Rewards/Exclusives: While they shouldn’t necessarily be front and centre of a welcome email, there is no doubt that incentives and specials are effective in garnering repeat purchases. Discount codes, or offering new customers an exclusive deal represents a quick win. Better yet, if you’ve got a loyalty programme in place, now’s the time to extol the virtues of it, and start driving that CLTV.