Here are 5 content and optimization tweaks that can help you get the most out of your welcome email.
“Everyone needs that first orientation event or first friend to invite them in and make them feel like they belong. Adjusting to a new service or product is no different”……says Ramona Sukhraj, IMPACT
When people first discover your brand, they may be a little lost or unsure of what to do next, but with a carefully-crafted welcome email, (you check out how I did mine HERE) you can provide them with the comfort and guidance they seek when starting a new venture.
Simply stated, a Welcome Email is the automatic message someone receives when they first sign up for your blog, newsletter, free trial, community, etc. and it’s the first email a contact receives from your company, setting the stage and expectations for all future communications
The following 5 tweaks shared from Ramona, will not only “delight” your new contact, but also give them the information they need to get the most out of your offering and begin their journey further down the sales funnel.
1. Get Personal
- One of the easiest ways to make someone feel more comfortable in a new situation (in this case, their engagement with your brand) is to break the ice.
- So, in your welcome email, show your reader that you already know something about them.
- Greet them using their first name or incorporate other information you have gathered about their interests and life including:
- Job Title
2. Tell Them What to Expect
- A great way to start building trust with your new contact is by being transparent and setting the expectations.
- In your Welcome Email, tell people upfront what they can expect from your upcoming messages and your interaction in general.
- Consider disclosing or reflecting on important information such as:
- Email frequency
- Possible topics/promotions
- How they can contact you
- Their option to unsubscribe
- This transparency will ease a lot of the qualms people have about giving up their email address and also lay the foundation for a trusting partnership moving forward.
3. Tell Them What to Do Next
- Signing someone up for your services without providing any information on how to utilize them is like setting a freshman loose on campus without a map or itinerary.
- Use your welcome email to give guidance and take your new contact through the next step in your nurturing process.
- Tell them how to use your resource, service, or product or even provide them with a special discount or promo code to use on a future transaction.
- Overall, the goal is to draw your reader back to your website and prompt them to take action.
- The last thing you want as a marketer is to have someone convert on your website and get stuck at the top of the funnel by never returning.
- Try incorporating a service tutorial or “next step” call-to-action like these:
- Confirm your email address
- Complete your profile
- Shop now
- Tell a friend
- Learn more
- Start pinning
4. Allow Engagement
- As a Welcome Email is usually the first direct interaction you have with your contact, make sure to ditch the robot and connect personally, especially if you are a small to medium-sized business.
- Send your Welcome Email from your name and allow replies. Please feel free to utilize my CONTACT FORM 🙂
- In fact, encouraging replies to your Welcome Email will help build trust with your reader and give you access to valuable feedback from an already engaged audience.
- Not to mention, it will also help humanize your brand and “delight” people early on in the nurturing process.
5. Optimize for Mobile Viewing
- With mobile devices accounting for 51% of email opens today, not optimizing any email, let alone your Welcome, is like shooting yourself in the foot.
- The chances of your Welcome Email being opened on a phone or tablet are extremely high and if it cannot be comfortably viewed or read, all of your earlier efforts (personalization, offering next steps, engagement, etc.) will most likely be in vain.
- You should also keep in mind that a first impression is a lasting one.
- If your Welcome Email is difficult to open or view, this hardship may stick out in your reader’s memory when they see another message from you arrive in their inbox, so make sure to set time aside and test your email across all browsers and devices.
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To Your Success,