Did you know that 74.4% of subscribers expect a welcome email when they subscribe?
Did you know that a welcome email has a 58% average open rate? Compare this with the average email open rate of 14.6% from most industries.
Did you know that the click through rate of the welcome emails is 14.4%? And the industry average is 2.7%.
Did you know that welcome emails have a nine times higher transaction rate than other promotional emails you send?
Did you know that a real time welcome email has an 88.3% open rate, a 29.3% click through rate and a 4.01% transaction rate?
What am I trying to tell you?
You can either break or make your email marketing strategy by how you keep your subscribers engaged from your welcome email sequence.
In this article I will show you:
- examples of the perfect welcome email
- what your welcome email strategy should aim to achieve
- how you can craft a perfect welcome email sequence
Welcome email sequence
What is a welcome email?
A welcome email is the first email you send to your subscriber or new customer once they have opted in or purchased a product from either your blog or website.
A welcome email sequence on the other hand is the first three to eight emails you send to your subscriber in a span of seven to sixty five days from the day they subscribed.
Your welcome email strategy should aim to create an emotional connection with your subscriber. Such that when they see your name pop up in their inbox, they cannot wait to open and read what you have sent them.
Your welcome email strategy actually starts from the thank you page. The thank you page is the introduction point for your subscribers that you can get to introduce them to your personality and start nurturing them into your funnel.
You may also like: The thank you page that helps you to convert subscribers into loyal fans
Welcome email strategy
Picture yourself at a conference where you spent thousands or even hundreds of dollars to attend. This is your first time at such an event and you have never met any of the speakers or attendees before.
In fact, most of the people attending, you simply follow online and have admired them for months on end.
How do you approach them?
Do you look glum and hang behind the shadows? Or do you smile and appear cheerful as you approach fellow attendees?
I believe you choose the later. That is exactly how you should be approaching your subscribers. You should be your subscribers biggest fans. Once you have got them excited, they will be excited to talk to you and talk about you among their peers.
Why should you have a welcome email strategy?
Your welcome email strategy is meant to:
- Introduce you as an authority to your subscriber
- Establish a relationship between you and your subscribers
- Help you make more sales
- Get to know you subscribers a little bit more
- Indicate what your subscribers should expect from you
So before writing down any email, you need to make sure you have established two factors. One what emotion would you like to trigger in your readers and subscribers.
And two what is the primary action would you like them to take. Is is to reply to your email, follow you on other platforms, join your community, download what they purchased etc. You can always have secondary call to actions, but the main call to action should stay front and centre.
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Crafting the perfect welcome email sequence
Crafting the perfect welcome email sequence is determined by the final action the entire sequence is based on. This could be increasing sales, priming the subscriber towards an upcoming launch, or simply developing a connection with your subscriber.
You can choose to have one welcome email, especially if it is after a transaction. But not only will that affect the connection you have with your subscriber; it will also affect the total amount of revenue you make from your blog or website. In fact a study shows that retailers who send more than one welcome email got a 13% increase in revenue?
Email 1 – immediately after they submit their email address on your site
Email 2 – 24 – 28 hours after receiving their email address
Email 3 – 6 -7 days after receiving their email address
Email 4 – 14 – 16 days after receiving their email address
Email 5 – 28 – 30 days after receiving their email address
Email 6 – 44 – 45 days after receiving their email address
Email 7 – 58 – 60 days after receiving their email address
Email 8 – 90 – 95 days after receiving their email address
Is it necessary to have all seven? No. When you are starting out from ground zero, with only a coming soon page, then three emails in your welcome sequence will do just fine.
The first email is meant to pick up from where your thank you page left off. Take a look at Tim Ferriss’ thank you page. He has already told you what to expect and when to expect it. Where as other thank you page, tell you to simply keep an eye out for an email in your inbox from them.
Whether your thank you page is similar to Tim Ferriss or simply has the term “Thank you” on it. You still need to emphasis on the following:
- Congratulate and/or thank them. It is a privilege for anyone to give you access to their house, treat it like so. Congratulate them by letting them know of all the marvelous things they are going to get from you.
- Be precise on the type of content you will be sending to them. How frequent you will be sending that content and what value should they expect from it.
- Introduce yourself. This is the point you can start developing a connection with them
- A primary call to action. What do you want them to do, now that they are on your list. If you have no action for them (say you only have a coming soon page), then you could ask a question on why they signed up and what they should expect from you.
Of course you can have more these four elements on your first welcome email, but these should not be missing.
The second email should pick up where the first email left off. You can have an extra easy to consume spoon of peanut butter. For example, if the first email was a swipe file of the best welcome email examples, then the second email should be a checklist of how one can draft the perfect welcome email.
Or the other way around. This way, you are building upon the first connection and marking yourself as an authority in your industry.
If they never took action from your primary call to action in the first email, you can definitely re-iterate it here. Don’t be sleazy, just let them know, if they take action, what benefit will it be for them.
From the above example, the first email was an opt in towards an upcoming webinar, so the best second email is to prime the subscriber on what they will get if they attend the webinar live.
This is the point where you cement on your connection. Also, a prime time to get feedback from your subscriber. You could segment this email in three ways:
- People who never opened the second email – simply resend the second email and noting it down as a reminder
- People who opened the second email but never clicked to get the piece of nugget – simply have a slice of the nugget in the email and the rest of the nugget can be found if they clicked through
- People who opened and clicked through the second email – ask them how they used the first and second email nuggets
Now for someone who never took action in the first email or the second, then this will be final email you send to them. Otherwise, you can add them to your regular promotion list. Where you can monitor what action they take.
If this was an opt in email towards an upcoming webinar as the welcome series email examples I just showed above, then this email could be a replay of the webinar. To make it even more interesting, share screenshots of comments attendees made during the live webinar. You could also an urgency factor. For example, the replay is only up for forty eight hours.
Remember this is two weeks after they first subscribed to your email list. The best thing to do here is either to introduce them to a product you are selling or a piece of nugget that is no longer open to the public for free.
In this Michaels welcome email example, they introduced a transaction from the first email they sent. So if you have not done that already, this is the point you start introducing them to it.
If you are an already established shop, then send your coupon code now. If you want them to purchase a product or a course. You can give them a slice of the product or course in this email. This will trigger their curiosity as well, indicate what they will get if they purchase. You can also introduce an element of urgency by offering an extra bonus if they purchase within a specific time period.
I suggest a bonus rather than a discount simply because you do not want to get your subscriber addicted to discounts. That will only mean, they will avoid buying anything from you unless you offer a discount.
Add more value. If they did not purchase the product from you, it means either they did not see the product as a solution to their problem or you nudged them to early to a purchasing.
Here you can send them a list of the most downloaded freebies on your site or the most popular pieces of content on your site. Include comments (relevant) that impressed you that people made.
Pieces of content could be an article, podcast, webinars, video recordings
The pieces of content should cover a wide range of pain points you resolve. This would make it that much easier for you to see what they are interested in. An option of three to maximum five pieces of content should be what you are aiming for.
Remember the more options you offer, the more likely they will not take any action.
Here is a chance to become vulnerable.
This email is being sent one and a half month after they subscribed. So you can either share an embarrassing story or your biggest revelation that once was your biggest struggle.
Pick a story that will actually make you relate-able to your subscriber. Rather than saying I have more money than what you know to do with, share about a time you tried out something and failed.
The latter stories people tend to relate more with than the former. The key to your subscribers trusting you is not to use marketing gimmicks or fake stories. Smart people will see right through it all.
Remember to keep track of subscribers who are not opening emails. The more people not opening your emails, the more likely gmail and hotmail algorithms will mark your emails as spam.
If someone hasn’t opened seven continuous emails from you, it is best you drop them or segment them to a list of low engagement subscribers. This segment of your list can either get major announcements and promotions from your blog/website. Or you can use them as a study to improve your email marketing strategy.
This is sent two months after they have joined your email list. This is the point you can choose to revisit their first pain point and find out if they have it resolved. If you had promised more traffic using your framework or strategy, ask them to check how it is working for them. How much traffic have they got since then. Has it lined up with your promise?
If you are sending non-fluff promises, then you can be safe in knowing that if they used your strategy to the latter, then you would have delivered on your promise.
What does this mean for you? One, make sure you can deliver on your promise. And two, it does not require too much of your subscriber to see the difference.
This will only cement you as someone they can trust.
I like including the eighth email to resuscitate any subscriber who fell off the wagon along the way.
You will send this email three months after they subscribed.
You can use this to reward your most engaged subscribers.
Also, for those who could not stay on track to this very moment. Probably dropped off from the second email you sent them. Remind them why they subscribed and ask if they would like to continue to receive nuggets of wisdom from you.
If they do not respond or have any follow up actions, it is best to simply drop them off your list.
Best welcome email subject lines
Not only is the welcome email important but how you write your subject line/headline is very important to be memorable to your subscribers.
Everyone is writing:
- Welcome to [brand name/newsletter name]
- Welcome [first name]
- Thanks for signing up
These subject lines definitely do the work, but they do not make you stand out from everyone else.
How about you try one of these five formulas
- All set for [webinar title], just two tiny issues
- One more click to you [your opt in promise]
- [opt in headline]
- You just gained access to [title of what they signed up for], and a BONUS
- Taking a break from overdosing on [something you like to do] to hand deliver this
As you have noticed, writing a welcome email sequence will not only increase the amount of revenue you make from your subscribers but it also helps you create a long-term engagement and connection with your subscriber.
And before you write any email, you need to decide two things prior: the action you would like your reader and subscriber to take and the emotion you would like to trigger in your reader or subscriber.
What is the best welcome email you have ever received in your inbox?
Let me know in the comments below.