In the second of four research studies on e-mail marketing, Epsilon’s E-Mail Institute and Multichannel Merchant examined the welcome email applications of 200 top mortar and brick and on-line retailers and restaurant brands. An e-mail welcome program is certainly a best practice. What’s more, customers who get a welcome e-mail increase their long-term involvement with a brand by 33% till they decide to cease participating. Only 57.5% of the companies surveyed sent a minimum of one welcome e-mail, with another 10.5% sending a confirmation email. Maybe it’s because they failed to know the dos along with donts of welcome e-mails. It is established that the first e-mail to send to warm clients is of utmost importance.
Customers who get a welcome e-mail increase their long-term involvement with a brand Click To Tweet
Unless obviously, you need to send a verification e-mail as part of the double opt-in process, merge your verification message into an actual welcome email. Double opt-in requires you to send these that have signed up to get your e-mails a message in response demanding them to take an action, like clicking on an embedded link, so as to make sure they actually do need to be put on the home file. If that’s your policy, you need to keep your confirmation e-mail unique from your welcome email. A verification e-mail is typically created automatically by the internet server and not from the advertising database.
The welcome e-mail is undoubtedly a promotion effort, that is the reason it generally contains graphics and HTML. It’s your possibility to tell this new subscriber, who’s clearly interested enough in your brand to request communications from you, the advantages of conducting business with your organization. Since you would like to make sure this new customer doesn’t regret opting in, you must also utilize your welcome message to reiterate the advantages of joining your e-mail program and provide more info about what he may expect.
Why not send both a verification and a welcome e-mail? You will likely dilute the response you’d get for the welcome e-mail if customers have previously read a configuration message from you, and as you need as many individuals as possible to read your advertising message, that is a drawback. Even twenty-four hours is a lot of lag time between welcome to opt time and receipt of a welcome e-mail, given the plethora of other marketing communications fighting for customers attention. So take benefit of that from including a reminder to whitelist your brand in your welcome email.
Get inspiration by checking out some of the world’s best emails. Take note of their Design, layout, and content – for what makes them memorable.
- Welcome emails are a must, irrespective of your industry.
- You should aim at sending more than 1 welcome email in a time delayed drip sequence.
- If you are sending an email validation link, then consider including your welcome content in the same email.
- Your welcome email content should reiterate why the user should continue with your subscription.
- Send Welcome emails immediately after subscription using email automation tools.
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