In keeping with the First Impressions E mail Advertising and marketing Research carried out by Ciceron, solely 39% of manufacturers ship a welcome e mail. Regardless of that, in keeping with GetResponse, 8 out of 10 individuals will open a welcome e mail.
41% of manufacturers didn’t ship a welcome e mail inside the first 48 hours after a subscriber joined.
And 27% despatched zero emails within the first three weeks.
These welcome e mail statistics inform a compelling story.
You’ll be able to put lots of effort into your e mail newsletters and product launch automations. You’ll be able to optimize your topic strains, preheader textual content, microcopy, and buttons. You may make positive to make use of bulletproof buttons and hold deliverability excessive.
All of that e mail optimization is essential. However for those who aren’t sending welcome emails, you’re lacking a possibility that blows all of them out of the water.
On this put up:
- What’s a welcome e mail?
- Why is a welcome e mail essential?
- 6 methods to make use of welcome emails (and welcome e mail finest practices)
- What goes into nice welcome emails?
- 7 welcome e mail examples
What’s a welcome e mail?
A welcome e mail is the primary e mail {that a} new subscriber sees after they be a part of your e mail checklist. As a result of it’s the primary e mail you ship, it’s your finest probability to have interaction together with your subscribers and present them your distinctive tone of voice.
When somebody provides you their contact info, it’s like a handshake. It’s like they lengthen a hand and say “Good to satisfy you, I’m [name]. I’ve heard rather a lot about you” Your welcome e mail is you reaching out for a handshake.
You don’t wish to have a weak handshake
It’s your first private, one-to-one impression within the buyer onboarding course of.
That first impression can do lots of various things. You should use it to extend gross sales, ask for referrals, get shares, level individuals to attention-grabbing content material, assist individuals get essentially the most out of a purchase order, or begin a welcome sequence that leads as much as a special aim.
Even when it’s simply on your e mail e-newsletter and never attempting to get gross sales—your welcome e mail it an enormous alternative. Make certain it does greater than affirm a subscription.
There are lots of affirmation emails on the market that appear to be this:
I feel I’ll be clicking that unsubscribe button now
Your welcome e mail doesn’t must be one in every of them.
7 welcome e mail examples
For some welcome e mail inspiration, listed below are 7 examples of fine welcome emails that I feel do job of illustrating the totally different jobs you may ask your welcome e mail to perform.
7 nice welcome e mail examples:
- Copy Hackers
- Headspace
- Summer time Tomato
- Airbnb
- Amazon Echo
- The Important Man
- Platinum Pores and skin Care
Welcome e mail instance 1: Copy Hackers
Joanna Wiebe of Copy Hackers is an excellent e mail copywriter. While you register for her weekly copywriting tutorials, she sends the above welcome e mail.
This welcome e mail instance accomplishes just a few issues.
First, it confirms that you’re registered for the tutorials. You need your welcome e mail to be greater than simply a affirmation e mail, nevertheless it does nonetheless want to substantiate that individuals will get what they requested for.
Second, it takes benefit of excessive engagement. Welcome emails have lots of engagement, so Joanna takes the chance to supply some related content material.
Lastly, understanding that Joanna is a believer in segmentation, I’d be shocked if she isn’t tagging her subscribers based mostly on which hyperlink they click on. Any info you may acquire in your subscribers’ pursuits may be helpful down the road.
Takeaways:
- Section. Segmentation doesn’t must be difficult. Take each alternative to gather details about your viewers.
- Persona. Joanna may have simply dumped hyperlinks. As a substitute, she says “why not make a Nespresso and…” Use your welcome emails to showcase your persona.
- Give worth. The hyperlinks to standard tutorials assist with segmentation, however additionally they ship beneficial, attention-grabbing content material.
Welcome e mail instance 2: Headspace
Supply: Headspace by way of Actually Good Emails
Headspace is a guided meditation app with a really distinctive model type. The lead magnet for Headspace is 10 days of guided meditation, and also you get this e mail if you join it.
Merely put, it is a strong welcome e mail to new prospects. It’s received some design, nevertheless it stays clear and clear. The design helps the message as a substitute of overpowering it.
It has a transparent aim and name to motion, trying to attract individuals into the app to start out meditating.
And, decrease down, it clarifies that the reader has 10 days of free meditation, and might want to subscribe to get extra.
Takeaways:
- Name-to-action. While you want somebody to have interaction with an app or product, make your welcome e mail CTA distinguished and clear.
- Set expectations. The reader will get 10 free days of meditation, and this new buyer e mail reminds them of that.
- Reinforce model. Headspace is thought for its doodles and cartoonish type. This e mail highlights that.
Welcome e mail instance 3: Summer time Tomato
Darya Rose is a neuroscientist (yep, she’s received a PhD) who helps individuals shed pounds with out weight-reduction plan. Subscribers get this welcome e mail after they request her “starter equipment” lead magnet.
I like this e mail partially due to how easy the lead magnet it.
Darya realized that providing a lead magnet is rather more compelling than asking individuals to subscribe to an e mail e-newsletter. As a substitute of going by means of a complete lead magnet design course of, she pulled collectively a few of her high blogs, branded them as a “starter equipment,” and despatched it in an e mail.
Good. Excellent for those who’re low on time and assets.
This sort of e mail can be good as a result of the lead magnet itself affords individuals useful content material. It’s the primary touchpoint to Summer time Tomato’s model and key differentiator, and subsequent emails on this automation construct on her promise to “shed pounds with out weight-reduction plan.”
Takeaways:
- Easy lead magnets are okay. When you don’t know the right way to make a elaborate book or video, a easy assortment of assets can do the job.
- Reinforce model message. “My aim isn’t that will help you for weeks or months. My aim is that will help you for YEARS.” That’s the worth proposition of Summer time Tomato, and Darya states it clearly.
- Credibility. Darya mentions hundreds of readers, in addition to sharing a chapter from her guide. At this level, the reader is aware of she has a Ph.D., however these reinforce her credibility.
Welcome e mail instance 4: Airbnb
Supply: Airbnb by way of Actually Good Emails
Airbnb is well-known as an organization, and this welcome e mail is an efficient instance of one thing that has led to its success.
When you will have strangers providing to offer one another housing, there’s an actual danger that the visitor expertise can be lower than stellar. Airbnb works to forestall that by delivering this e mail after an inventory is confirmed.
This can be a affirmation e mail and a welcome e mail. It confirms {that a} itemizing is submitted, and delivers useful hyperlinks to assist individuals give a greater expertise to their visitors—which is healthier for visitors, higher for hosts, and higher for Airbnb.
Takeaway:
- What’s the aim of your welcome e mail? Airbnb needs individuals to have an ideal visitor expertise, so that they assist their hosts with helpful content material.
- Ship helpful welcome e mail content material instantly. You’ll be able to customise the content material that you simply ship based mostly on what you already know about your subscribers. Airbnb would ship a special e mail to a visitor.
- Use all of the area you will have. That is each a affirmation e mail and a welcome e mail. Who stated affirmation emails must be boring?
Welcome e mail instance 5: Amazon Echo
Supply: Amazon by way of Actually Good Emails
Once I first received my Amazon Echo, I used to be excited. It may really acknowledge my voice and reply my questions!
However ultimately, I ran out of inquiries to ask. After some fundamentals—What time is it?” “What’s the climate?” “How tall is Kareem Abdul-Jabbar?”—I began to lose curiosity.
In a superb instance of getting individuals to make use of their product, Amazon despatched over this welcome e mail for brand new prospects: a listing of recent issues I may ask Alexa.
Granted, I nonetheless largely use my Echo within the morning, to examine the time whereas my face is buried in a pillow. However this e mail helped me understand that I may use it for greater than that.
And, in case you had been questioning, Kareem Abdul-Jabbar is 7’2”.
Takeaways:
- Know what individuals need. Amazon needs individuals to play with their Echo and is aware of that after some fundamentals (e.g. “What time is it?” “What’s the climate?” “How tall is Kareem Abdul-Jabbar?”) prospects will run out of concepts.
- Give individuals what they need. Amazon sends alongside a listing of concepts, understanding that the extra individuals use their Echo, the extra they’ll prefer it and inform their mates about it (and the extra the good residence trade has the potential to develop).
- Combine enterprise and pleasure. “Alexa assist me sleep” is severe. “Alexa inform me a winter joke” just isn’t. Humor is underused, however helps individuals hook up with your model.
Welcome e mail instance 6: The Important Man
Peter Nguyen is a males’s type coach, who writes at The Important Man. He helps younger, skilled males develop their very own private type with out breaking the financial institution or drowning in garments.
He additionally sends an ideal instance of a segmented welcome e mail. Do his subscribers wish to have higher dates? Look extra skilled? Or simply look good typically?
By sending three hyperlinks and tagging individuals based mostly on their clicks, he will get the reply instantly—and has the flexibility to ship focused follow-up emails.
Takeaways:
- Section! Like Joanna, Peter takes the primary alternative to phase his subscribers.
- Know what segments you entice. Discover that Peter has three separate worth propositions. He’s already executed viewers analysis to determine what his totally different audiences care about.
- Tease the following e mail. Constructing anticipation (“Tomorrow I’m going to be sending you…”) can improve e mail open charges on your second welcome e mail.
Welcome e mail instance 7: Platinum Pores and skin Care
Platinum Pores and skin Care does nice e mail advertising and marketing. What makes Platinum Pores and skin Care totally different from the opposite nice welcome e mail examples on this checklist is that they use a quiz as their lead magnet for subscribers.
This quiz lets Platinum Pores and skin Care acquire contact info, nevertheless it additionally lets them phase subscribers earlier than they even get an e mail.
Does somebody on a skincare website wish to enhance dry pores and skin or combat pimples? It could possibly be both, so Platinum Pores and skin Care makes use of the quiz for segmentation—then instantly follows up with a product suggestion distinctive to every individual’s outcomes.
On the identical time, not everybody who completes an internet quiz is able to purchase. This welcome e mail is the primary in a sequence, the place every subscriber will get useful skincare ideas based mostly on their outcomes from the quiz.
It’s a superb strategy to e mail segmentation that makes Platinum Pores and skin Care’s welcome e mail all of the extra highly effective.
Takeaways:
- Section! Are you sensing a theme? Platinum Pores and skin Care is a superb instance as a result of they really handle to phase earlier than the welcome e mail.
- Goal your welcome e mail content material. The welcome e mail and automatic follow-up e mail are personalized based mostly on the outcomes of the quiz (and every subscriber’s wants).
- Don’t be afraid of textual content! It’s essential that individuals know what you stand for. Particularly after going by means of a high-engagement lead magnet (like a quiz), your subscribers can be keen to listen to from you.
Why is a welcome e mail essential?
Do welcome emails work? Sure.
Your welcome e mail is your finest probability to have interaction new contacts. Apart from being your first probability to make , personalised impression, a welcome e mail is your finest alternative to get individuals to take motion.
New contacts wish to hear from you!
Open charges and clickthrough charges are virtually all the time the best on welcome emails. It’s your finest probability to succeed in a brand new contact and get them to have interaction with you—whether or not meaning studying a weblog put up or on the point of purchase a product.
Right here’s a screenshot from the report for the welcome e mail from one in every of my weblog posts.
That’s a click-to-open price of 90%
An 85% open price! 77% clickthrough! That’s a click-to-open price of 90%. I want my gross sales emails received that form of response.
New contacts are the contacts most definitely to say sure to your name to motion. They’re excited. They’re anticipating you to e mail them instantly.
When you don’t ship a welcome e mail, you’re lacking that chance.
Professional perception: Andy Crestodina on welcome emails
“There’s one e mail that will get a better open price than all others: the welcome-to-my-list e mail.
It’s no shock. The recipient is at their peak curiosity. They only transformed right into a subscriber, so they’re need your content material and belief your model. Setting this auto-response it a no brainer. Opens and click on by means of charges are sometimes 2x every other emails you ship.
Think of it as simply being well mannered. When somebody begins listening, it’s best to say good day, proper? When somebody asks for extra, give them your finest. I consider the welcome sequence as each good advertising and marketing and customary courtesy.”
– Andy Crestodina is a advertising and marketing skilled, thought chief, and co-founder of Orbit Media Studios. He’s an skilled in search engine marketing, net design, and utilizing knowledge to information advertising and marketing technique.
6 methods to make use of welcome emails (and welcome e mail finest practices)
You recognize that your welcome e mail must have extra info than only a subscription affirmation. However what can you set in a welcome e mail?
Even as soon as you already know {that a} welcome e mail is your finest probability to get engagement out of your new e mail subscribers, there are different questions that must be answered.
- “What ought to I write in my welcome e mail?”
- “Ought to I’ve a name to motion?”
- “How do I do know if my welcome e mail is working?”
These questions begin to get answered if you suppose previous the tactic.
What do I imply by that?
As a substitute of considering “I ought to ship a welcome e mail as a result of welcome emails get lots of engagement,” ask your self—what worth does a welcome e mail deliver to your corporation?
How will you use this instrument to attain your broader enterprise objectives?
Listed here are 6 frequent methods to make use of a welcome e mail — and a few welcome e mail finest practices.
- Lead magnet supply
- A pitch for a product
- Begin a welcome e mail sequence or welcome marketing campaign
- Get individuals to make use of your product with onboarding welcome emails
- Give individuals useful info
- Section your viewers
1. Lead magnet supply
When you promised to ship a lead magnet, the welcome e mail is the time to do it.
This is likely to be the best use of a welcome e mail as a result of persons are anticipating the lead magnet they had been promised.
I as soon as received a beautiful e mail from a sort new subscriber that learn “Dude, you suck at advertising and marketing. [expletive] you and [expletive] your website. Ship what you say you’ll ship.”
Unbeknownst to me (or, apparently, him), my lead magnet was being delivered to the Promotions tab of Gmail.
He ultimately apologized—however the lesson is that individuals anticipate you to ship in your lead magnets.
How will you ship a lead magnet? An excellent e mail advertising and marketing or advertising and marketing automation service makes lead magnet supply easy. In ActiveCampaign, for instance, we’ve got pre-made automation that you need to use to ship as many alternative lead magnets as you want.
When you’ve delivered a lead magnet, there’s nonetheless extra you will get out of this primary e mail. For extra welcome e mail concepts, learn on.
2. A pitch for a product
Your welcome e mail is prone to see the best open charges of any e mail you’ll ever ship. For that cause, it may not be a nasty time to pitch a product.
Right here’s an ideal welcome sequence instance: On-line enterprise coach Graham Cochrane used to run a welcome e mail sequence that led to a free webinar and gross sales pitch. As he shared on GrowthLab, he was capable of get an 89% improve in gross sales by shifting the decision to motion for his webinar instantly after somebody subscribed.
Supply: GrowthLab
Listed here are the precise steps of Cochrane’s e mail funnel, as he wrote about them on GrowthLab (on this context, a “carrot” is a lead magnet).
“That is the brand new funnel:
- Join carrot (100%)
- Taken to a “Thanks” web page, emailed PDF obtain, invited to a webinar
- Join a webinar (20%)
- Attend webinar (10%)
- Get pitched product
- Purchase product
$24,759 / month avg.”
(That quantity is in comparison with his earlier common of $13,101 / month).
That is usually play for e-commerce companies. If you already know that merchandise are associated or continuously purchased collectively, together with a CTA or non permanent coupon for associated merchandise will help a buyer turn into a repeat buyer.
Jordan Skole made this level throughout an ActiveCampaign reside AMA:
“When somebody buys one in every of my merchandise, that offers me a way of what else they is likely to be excited about. What else do individuals who get the product normally purchase? I can phase based mostly on that info to make a focused supply.”
Your welcome e mail isn’t all the time the suitable time for a pitch—some individuals will want extra time earlier than they’re keen to purchase. A fast sale can also be harder for those who promote high-priced merchandise, the place shopping for cycles are sometimes longer.
Nonetheless, together with a gross sales pitch in your welcome e mail is totally price testing.
3. Begin a welcome sequence or welcome marketing campaign
A welcome sequence or automated follow-up sequence will help you nurture leads that aren’t prepared to purchase instantly.
A welcome sequence is a straightforward sort of advertising and marketing automation. This video, from the free course Getting Began with ActiveCampaign, provides you some good methods to get began with organizing your automations.
Certainly one of my favourite elements about Grant Cochrane’s new webinar pitch is that the subscribers that don’t register for his webinar nonetheless undergo his regular welcome sequence—so he has two alternatives to transform them.
A welcome e mail sequence can have as many objectives as there are forms of companies.
A number of doable objectives for a welcome sequence
A service-based enterprise may ship focused welcome content material that builds belief and demonstrates experience. An e-commerce enterprise welcome e mail can share tricks to get essentially the most out of a product. A SaaS enterprise welcome e mail can attempt to get individuals to click on round of their app. And lots of on-line companies use a welcome sequence to promote an info product or course.
Professional perception: Joel Klettke on welcome e mail subsequent steps
One of the essential issues you are able to do in a welcome e mail is give individuals a transparent image of subsequent steps.
What’s the ONE small step they’ll take RIGHT NOW to turn into a extra profitable consumer? What tiny little ahead movement may assist push the snowball down the hill?
Guarantee that no matter you supply as a subsequent step, it’s simple, attainable, and strikes them towards their “AHA” second of being a consumer or subscriber.
– Joel Klettke is a conversion copywriter. He’s the founding father of Enterprise Informal Copywriting and Case Research Buddy.
As a result of there are such a lot of potential methods to make use of a welcome e mail sequence, we wrote a wholly separate article on the topic. You’ll be able to learn it right here: 7 Steps to Create Your Finest Automated Observe-up Sequence.
4. Get individuals to make use of your product with onboarding welcome emails
When you run a software program firm or have an app, you need individuals to get into utilizing your product as rapidly as doable. The sooner they attain their “aha” second, the extra doubtless they’re to stay round.
Even for those who aren’t in tech, onboarding welcome emails may nonetheless be essential.
When you run an internet course or a membership website, you already know that it may be powerful to get individuals to stay round. An onboarding sequence:
- Will get individuals to have interaction together with your product instantly
- Reduces “evaluation paralysis,” by displaying your prospects some fast wins
- Ends in extra individuals ending your programs (and extra individuals recommending you to mates)
For these causes, an account welcome e mail usually features a name to motion to deliver readers again into your app or product.
The sort of e mail is within the checklist of welcome e mail examples under.
5. Give individuals useful info
Possibly you aren’t promoting something but, otherwise you promote a product/service with a really lengthy shopping for cycle—one that individuals aren’t doubtless to purchase instantly.
Possibly you wish to ensure your prospects get essentially the most out of a product they’ve bought.
Typically, your aim is to offer your subscribers info. Welcome emails are alternative to ship content material that helps nurture subscribers.
When is it essential to ship content material in your welcome emails? What welcome e mail content material are you able to ship?
- Ship content material associated to the precise lead magnet somebody downloaded
- Use content material to automate gross sales emails that you’d usually ship by hand
- For lengthy shopping for cycles, use content material to start out constructing belief with new subscribers
The hyperlinks in these new buyer welcome emails can be used to phase your viewers.
6. Section your viewers
Typically you may inform what introduced a brand new contact to your checklist based mostly on what lead magnet they downloaded or what web page they subscribed from.
Different occasions, if you serve a number of audiences, you may not make sure which viewers a brand new contact falls below.
What do you do? Ask them to self-segment. You’ll see some examples of those within the emails under.
To do that, embody a set of hyperlinks in your welcome e mail. Supply a set of hyperlinks that tackle totally different ache factors for various audiences. When somebody clicks on a hyperlink, add a tag so you already know who they’re. You’ll be able to even have this set off a brand new automation.
I whipped up this fast instance as an example the purpose. On this bare-bones pattern e mail, I ask individuals to decide on what they’re most excited about: automations, content material advertising and marketing, or branding. Once they click on the hyperlink, I add the related tag.
E mail segmentation helps you ship essentially the most related content material and affords to your contacts. The earlier you may phase your e mail checklist, the extra alternatives you must ship focused content material.
What goes into nice welcome emails?
To raised create your finest welcome e mail on your buyer onboarding movement, understanding what a welcome e mail can accomplish is an efficient begin—however what makes an ideal welcome e mail nice to start with?
Solely 39% of manufacturers are sending welcome emails. It’s important to think about that the share of manufacturers sending good welcome emails is even decrease.
Professional perception: Val Geisler on one of the best welcome emails being welcoming
“A welcome e mail ought to do exactly that: welcome your reader. It needs to be the start of constructing a relationship, not a gross sales pitch or a push on your product.
Take into consideration if you buy groceries and there’s somebody there greeting you proper if you stroll within the retailer. If they are saying “Hello! We’re having a sale and I feel you’d look nice on this shirt and it’s 50% off so I’ll simply put it in a becoming room for you okay?” it’s a jarring expertise. You simply walked into the shop!
Distinction that with the identical salesperson saying “Hey, welcome! It’s fairly sizzling on the market at the moment, isn’t it? I’m Miranda, by the way in which. I’m right here for those who want something as you go searching.” Fairly the totally different expertise. The second welcome makes you are feeling seen and human, the primary makes you are feeling like a strolling pockets.
Your welcome emails ought to purpose to make your readers really feel seen and human too. Lead with a heat welcome and save the gross sales for afterward in your buyer onboarding.”
– Val Geisler has been referred to as an e mail geek, a copywriter, a marketer, and an actual sport changer (however you may simply name her Val). You’ll be able to study extra about e mail copywriting and e mail advertising and marketing technique on her web site.
Listed here are some issues to bear in mind.
Lovely welcome e mail design is much less essential than a usable welcome e mail design
No, I’m not saying it’s best to ship ugly emails. However too usually, companies spend lots of time on welcome email templates and design—and never almost sufficient time deciding what really goes of their welcome emails.
Take into account your higher-level objectives. What motion would you like individuals to take? What would you like individuals to really feel?
You could discover that a phenomenal welcome e mail design is essential to your aim. You might also discover that text-based emails are completely sufficient to perform your objectives.
E mail topic strains, from names, and preheader textual content matter
As soon as you already know what welcome e mail content material you wish to ship, your general message, and your objectives—then you may fear about particulars like welcome e mail topic strains and names.
They usually’re price worrying about. Open charges for welcome emails are normally excessive, which is nice. However topic line will help you attain much more individuals. It could even be so compelling that it provides you a lift to your clickthrough price.
Listed here are some fast e mail finest practices that will help you improve open charges:
Right here’s an instance from Andy Crestodina of Orbit Media (who additionally has weblog put up on the right way to improve e mail open charges):
The e-mail comes from an individual. I just like the inclusion of an organization identify because it reminds the recipient why they’re getting the e-mail. There’s social proof within the headline, and the preheader textual content isn’t gibberish.
For comparability, right here’s an e mail the place the preheader textual content may use some work.
Nice preheader textual content builds curiosity and entices individuals to click on. When you don’t consciously replace your preheader textual content, it’s going to usually default to displaying the start of your e mail.
Clear welcome e mail CTAs
Not like lots of emails, your welcome e mail doesn’t essentially must have just one call-to-action (CTA). (It ought to most likely have a minimum of one although.)
But it surely does must have one aim.
Whether or not that aim is to get individuals to self-segment, entice individuals again into your app, promote a associated product, or present helpful info, clear CTAs will enable you improve conversions and observe success.
Conclusion: Easy methods to write an ideal welcome e mail
To ship an ideal welcome e mail, you’ll want to have an ideal understanding of your individual objectives and your subscribers’ wants.
What can a welcome e mail do for you?
- A welcome e mail can double as a affirmation e mail
- It could ship focused, helpful content material
- It helps you to phase your viewers
- You should use it to pitch your merchandise
- It reinforces your model and tone of voice (use these e mail templates to remain on model!)
While you perceive your objectives, concentrate on offering worth, and concentrate on e mail advertising and marketing fundamentals, you may create a welcome e mail that works tougher than a easy affirmation.
