Okay, so you’ve got their email address. Congrats! But before you get too carried away, just remember that the real hard work starts now.
Getting someone’s email address doesn’t mean much if you make a bad first impression. Get the relationship off to the wrong start, and you might be left with low open rates from then on – or lots of unsubscribes. Average open rates vary from industry to industry and from blogs to blogs, but tend to hover around the 20% mark. An easy way to improve that is to nail your welcome email.
Use it to introduce your subscribers to your blog, show them what they can expect from your subsequent emails – and put a smile on their faces.
Not sure how to do that? In this article, we take a look at a few examples of how you can welcome your subscribers and get them excited for future content and offers.
1. The “Free Gift” Email
Who doesn’t love a freebie?!
Offering a free gift right off the bat – it could be an eBook – to your brand new subscribers is a great way to spread positive, feel-good vibes as soon as possible.
However, don’t use the word ‘Free’ in the subject line. It’s more likely to hit the spam box, as it’s a very common word scanned by email filters.
Instead, use square ellipses and the word “Inside”. It not only avoids the spam filter – it also increases the open rate of your email.
For example, subject line: [Inside] Your Business Growth eBook
Video game Far Cry did this as per the image below. When users log into their website for the first time from now on, they receive a free weapon skin. This is a creative free gift that’s unique to the brand and user experience. It’s pretty damn cool.
Far Cry also combined this free gift welcome email with a brief overview of what their subscribers can do now that they’ve signed up. The email is colorful, positive and full of life.
Of course, with all the work you have to do, it is not always easy to find time to create something you can send as a gift. If you’re looking for a quick and easy solution, check out this resource to learn how to make an eBook as a free gift for your subscribers.
2. The “Get Started” Welcome Email
What better way to introduce your subscribers to your blog than by showing them:
- What to expect from your future emails
- How they can get started.
This is what Virgin did. However, they also did more than that with their welcome email. Notice the language they use – “welcome aboard,” and “grab a seat”. The copy is in line with their branding and what they do, and it’s playful and fun.
A ‘get started’ welcome email needs to be concise, and it needs to provide a link to where the subscriber should head next.
At the same time, you might find that putting together a sequence of 3 or 4 ‘get started’ emails is your best bet if you can’t fit everything into a single email. For the sake of brevity and not wanting to overwhelm your subscribers straight away, work out a sequence of welcome emails that provide them with the next steps they need to take.
3. The “Video” Email
Sometimes, mere words just don’t cut it. A great way to get your new relationship off to an amazing start is by emailing them an introductory video of what your blog – and you – is all about.
This is exactly what Monday.com did. They kept the copy simple but friendly and notice how the first thing they do is say “thank you” – before shifting focus to their introductory video.
Don’t forget to personalize your email too as this is a great way to connect with your new subscribers.
If you go with a video welcome email, make sure your video is positive, useful and engaging. Don’t make it too long and use it to explain what your brand is all about. Because Monday.com is a task management tool, it probably made sense on their part to explain the complexities of the tool via video than via text.
4. The “Thank You” Email
So far, we’ve already seen a few examples where brands are saying ‘thank you’ to their subscribers.
But sometimes you might want to make your ‘thank you’ stand out front and center in your welcome email. You know, just like Kate Spade did:
Kate recognizes that her subscribers have done a thing – they’ve handed over their personal email address to her. It’s a big deal. She’s showing them her gratitude by welcoming them to the fold with a bouncing thank you email.
‘Thank you’ is boldly displayed in a large font, while the graphics are quirky and the whole email is colorful and fun.
Not just this, but the email also includes the offer of a 15% discount. Fab.
5. The ‘You’re Special’ Email
Your mailing list is exclusive. It’s why folk are signing up to it. As with the lead magnet that brought them here, there need to be other reasons that will keep them here.
You could use your welcome email to raise awareness of the exclusive content and offers they’ll receive that others will miss out on. Just like Topman did:
Outline the perks to your new subscribers and generate excitement with bold copy like in the image above. Make them feel good about getting on board with your brand.
6. The “Key Product Line” Email
As per the image below, this welcome email is a bite-sized yet comprehensive introductory email that shows the subscriber what key product lines they might be interested in. It’s loaded with key info and buttons and shows the user how to upgrade, how to earn points, how to access their account and so on.
7. The “You’re Part of a Community” Email
When leads turn into your customers, it’s pretty great.
But when those customers turn into your tribe, well, you’ve probably got them for life.
It’s human nature to want to feel a part of something. By using your welcome email to generate a sense of community, you’re showing your new subscribers that they’re a big part of what you’re doing. This helps to create a solid relationship right off the bat, and it’s a great way to build feelings of trust and loyalty.
Just look at what Nike did with their welcome email below. By including pictures of other people, they’re showing their new subscribers that they’re involved in a community. They’re a part of something.
Even if you’re just a blogger, you can still generate this sense of community with your welcome email. Show your new subscribers that they’re part of your tribe now, and that you and other members of the community will do all they can to improve their lives.
A Few Thoughts Before You Go
Because your welcome email is your first point of contact with new subscribers, it’s super important that you get it right. What you want is an email that stands out from the crowd, and which is informative yet engaging enough to get your new relationship off to a great start.
Whichever type of email you go with, make sure to imprint your brand and its values on it. Be smart, be original, be a little playful if possible, and don’t forget to send it as soon as possible. Ideally, you want to welcome them to your brand within a few minutes of them subscribing.
And don’t forget to add a clear call to action to any welcome email you send.
Paul Bannister is the founder and CEO of Designrr, an online tool that creates beautiful eBooks & lead magnets from web pages, word documents, videos and podcasts. Paul has been building software companies for over 20 years. Prior to 2011, he helped build and sell enterprise SaaS software to companies such as Nike, Statestreet Bank, Adidas, Carrefour and DeutschePost – which are still in use today. He was the CTO for 3 SaaS start-ups, the last of which sold to Taleo Inc for $38 million in 2011.