Sending the perfect welcome email

Sending the perfect welcome email

Posted under Email Best Practices , Transactional Email on July 9, 2018

You never get a second chance to make a great first impression.

While it may be a cliché, it’s true. The first interaction of the brand is critical. Today, most companies turn to digital or email marketing and seek ways to build human connection with their customers. Hence, a welcome email is one of the best opportunities for relationship building.

In fact welcome emails have the highest open rates, that’s almost 4 times higher than any regular email and are sought after by customers as well. It makes them feel valued and turn to your service more often. In a survey it was found that 74.4% customers expect a welcome email when they sign up for a new service.

Welcome emails are important. No two ways about it. Read on to learn some tips on how to craft the perfect welcome email.

Let’s get started!

1. Go creative or go home!!

Your welcome email is an entrée at the dinner party. Serving it top notch is a must, for it’s the star of the show! You may choose to keep it with or without fuss and flash, but the perfect entrée should be satisfying. If the entrée impresses you, you are most likely to enjoy your dining experience. If it’s not to your taste, you are most likely to judge the party on that bad start.

It’s something worth getting too worked up over. I would say fuss over it, include a great design, use big bold fonts, and graphics that gets your customer’s focus right to your products. Instead of writing big boring monotonous emails, why not try using postcard like formats which are interactive as well as informative.

Here, Netflix welcomes their customers with a simple introduction, providing a link to their website and giving a basic information about the customer subscription but while making you feel welcome at the same time by getting including the message “Thanks for joining Netflix”

welcome email rule 1 pepipost

2. Don’t forget to be thankful

Always thank your new subscribers for joining. It is one of the first things you must do. Saying “Thank you” can be the most effective things. Once your subscribers know you appreciate them, there is a higher chance of them turning to your brand. It builds loyalty and gives it a more humanly feeling.

Try using the using the subscribers name to get their attention and make it more personalized.

3. One size doesn’t fit all. Customize your content.

When people subscribe to your email list, give them something customized to their interests. Try including an offer or useful tips or a whitepaper along with the welcome message. Let’s say you own an ecommerce store and the user came browsing for baby products. When she signs up, add an e-coupon to your welcome email. Or if you are a SaaS company, why not offer an e-book on the information they were looking for? Customizing according to your subscribers’ interests makes them feel you pay attention and hits the right chord at the first instance.

4. Give what they expect

You ensure a simple checkout process on your website. Why? Because customers expect the checkout process to be convenient and fast. The simpler it is, more likely it is that the customer will buy the service/product. Customer likes a product, clicks on a couple of buttons and the product is well on its way to him.

Your goal from your welcome email should be no different. You must introduce your customer to your brand and improve the onboarding process. Your new subscriber may want to know more about your product and services and how you will add value to their lives. Give what they seek.

Take a look at this welcome email from GoodReads, a company that helps people find and share books. In their welcome email, they educate the subscriber on how to make most of GoodReads.

personalize welcome email

5. Keep it short and simple

The welcome email should be able to get the point across, it should be brief and shouldn’t contain information that’s confusing and unnecessary. Decide what you want to achieve from the email and just focus on that. Some examples are:

  • Shop now
  • View Demo
  • Follow Social Accounts
  • Here’s what you can expect from our emails
  • Update preferences

Take a look at this short and no fuss email by Trello. Gets users to what they want in a jiffy and sure must be getting the best click through rates for this one.

6. Include relevant links

Add quick links in the email to simplify and speedup the purchasing process for your subscriber. If your company has an app then adding links to that app and highlighting benefits or features of the app makes it more likely to be downloaded. Looking at their interests and adding links to those products increases the chances of a customer using or buying them by 50%.

Also, links to other companies or services associated with your company or service can be mentioned. But, avoid focusing too much on them.

7. Don’t ignore design and your mobile readers

The perfect design for your welcome email is not just the one with attractive and eye-catching images but also one that is responsive so it represents your product or service in a positive way. An Ugly design is one of the fastest ways to drive away your customers and gain bad publicity. Imagine an ecommerce website using poorly shot pictures of its products with insufficient lighting or unappealing backdrops/ surroundings. It is an instant turn off.

So is the case with non-responsive email. This email was not optimized for mobile readers and worst thing is, none of the icons/ text are clickable.

What to avoid:

  • Emails with large photos that take ages to load show up as big blank email when opened
  • Call to action buttons that are small and click-unfriendly
  • Cramped up content that’s hard to read – use one or maximum 2 columns in your mobile email layout

7. Let your personality shine

You don’t want to sound like a robot since your emails are automated. Set a tone. Add emojis to make it fun. If you like motivational quotes go ahead and add your favorite one. This makes it even more exciting for your customers to open your emails.

8. Focus on the subject line

The customer is most likely to open the email if it has a catchy subject line and begins on an interesting note. The beginning gives an impression of what will follow and a customer will read the entire email till the end if the beginning of the email catches their interest.

subject line in welcome email

9. Avoid time lags or delays.

Being fashionably late to make a grand appearance is traditionally accepted in a party, but don’t ever try that with your welcome emails. There can be absolutely no excuse for not delivering these all too important emails well on time. This is where choosing the right email delivery service that can deliver your emails speedily and to the inbox plays a crucial role. You’ll find this article on how to choose the right ESP helpful.

This report by Experian shows the importance of timing in welcome emails.

timing of welcome email

10. Do not reply – a strict no

A do-not-reply email doesn’t just sound outright unfriendly, it can also affect your email deliverability. A no-reply email conveys that conversation is not welcome. And as logical as it seems to not use a no-reply, there are many organizations that continue committing this mistake. Don’t believe us? Do a quick scan of your inbox and you’ll be surprised to find dozens of such emails. So, Here’s why you must stop using no-reply email address right away.

11. Follow email laws

There are laws about sending emails and as an email sender you ought to be aware so you don’t flout the rules and attract penalties. For instance, in many countries, sending mails with no-reply address is not allowed. And as per the latest GDPR law, it’s required that your customer gives an active consent to receive emails from you and is not tricked into receiving emails through pre-ticked boxes. Few more rules for email include –

  • Making it easy to opt-out of your emails
  • A recognizable sender name
  • No misleading subject lines
  • Adding your postal address in email to build trust

Know more about laws that govern emails such as CAN-SPAM Act and GDPR and steps to get compliant.

What you must avoid:

  1. Emails with large photos that take ages to load and show up as a big blank email when opened
  2. Call to action buttons that are small and click-unfriendly
  3. Cramped up content that’s hard to read – use one or maximum 2 columns in your mobile email layout
  4. Distracting your new subscribers with too many CTAs

I hope you find these tips useful and are successful in creating the perfect welcome email 🙂

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Sakshie Pathak|Marketing Intern

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