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You wouldn’t invite friends round to your place for dinner and then leave them standing on the doorstep, would you?
Well, like good friends, new subscribers expect to be welcomed when they sign up to your list. Don’t leave them standing out in the cold!
Apart from good manners, here are 3 reasons Welcome emails are essential:
- Welcome emails generate 320% more revenue than other emails.
- Customers are most engaged the moment they subscribe, and targeting them at this stage can increase long-term engagement by 33%.
- Welcome emails put you in control of how subscribers are introduced to your brand.
Your first emails to new subscribers should be a chance to do just that – welcome them. These emails are not your moment to push every product or service under the sun. They’ll unsubscribe quicker than you can blink if you do this.
So what are the three essential emails you should send to welcome your new subscribers?
Email 1 – The Double Opt-In
Your subscribers have decided to sign up to your mailing list – great!
But what if it’s too good to be true? What if they’re just a bot? How do you make sure they really want to be there?
With the double opt-in, of course!
Double opt-ins, opt-in confirmation requests, or subscription confirmations – whatever you call them, you’ve probably seen many before.
For example, you’ve entered your email to subscribe for a service, and the first email you received was one asking you to confirm your subscription.
Double opt-ins are important because they help ensure your subscribers are active. They can also help protect you from bots. With a double opt-in, your emails are much less likely to go to spam, and you’ll know your subscribers are genuinely interested in receiving your emails.
Make the subject of this email really clear, e.g. “Confirm your subscription”, so that users know exactly what to expect. Check out the example below:
Email 2 – The Thank-You
After your new subscribers have confirmed their opt-in, thank them!
Depending on your business, and the type of service or product you’re offering, this can go a few ways.
You can thank your new subscriber in this email, then include any incentive you have offered, such as a discount code or free content. See the example from Banana Republic below:
Again, if you’re giving something away, make it clear in the subject line. For example, “Here is your 25% discount” or “Your free download is here” should do the job.
If you haven’t offered any download or freebie in immediate return for signing up, this is where you can give them more information about how they’ll benefit from being on your list.
After thanking them, let them know what type of content or benefits to expect. Although short and sweet, GoPro’s welcome email is a good example of this:
Another important action to take advantage of at this stage is to ask your subscribers to whitelist your emails. This means your emails will go straight into their primary inbox, and not into a spam or promotions folder.
Email 3 – The Follow-Up
Depending on the contents of your Thank-You email, this third email might be a little different.
If you sent out a discount or some kind of free content with your Thank-You, then here is where you will talk more about how you’ll help your subscribers, and what they can come to expect from you, just like in the GoPro example.
Think of it as a shorter version of your About page. You can write a little bit about your story, give some social proof, and ask them to follow you on social media to stay updated. But don’t overwhelm them with too many options. Remember, every email should only have one call to action.
However, if you didn’t have a discount or offer in your second email, you’ve probably already written about yourself. In this case, you can use this email as an opportunity to self-segment your audience.
Self-segmentation is a quick and easy way to sort your subscribers into different lists, so you can target them with personalised content. It involves getting your subscribers to tell you which category they belong to within your audience by giving them select options in your email.
Here’s an example of what this looks like from online coach Caitlin Bacher:
Once your subscribers have self-segmented, you’ll be able to add them to the correct list so they only receive the mail most relevant to their preferences.
In the end…
The most important thing is, each of these Welcome emails should serve a specific purpose.
Whether that’s giving new customers a discount, getting them to whitelist you, follow you on social media, or self-segmentation, ensure you only give one call to action. Make it as easy as possible for your customer to take that action.
And remember, all of these emails can be automated with the help of an ESP. If you’re still confused about ESPs, check out our blog post on choosing the right ESP for your business.