The Importance of Welcome Emails

How to capture and convert your new subscriber

12.08.22

Welcome emails are a vital part of your marketing tool kit. However, ensuring that they land and capture your intended recipient's attention can be a different ball game altogether. Emails in general deliver a great return on investment (ROI), so it’s important to get your layout and content right from the get-go. 

Keeping your database updated with company happenings and offers is an opportunity to get your brand into the hand’s of your customers. It’s a chance to relay your brand story and highlight your company’s USP’s to a highly engaged audience. After all, they did sign up to your newsletter which is a big commitment for any customer - they have shown interest and intent in wanting to receive your emails and so they are waiting for you to give them the stories and products that they want to buy. Essentially, they want your latest news! 


A ‘WELCOME SERIES’ IS HIGHLY EFFECTIVE AT CONVERTING NEW LEADS INTO CUSTOMERS.

Statistics show that these welcome emails have four times the open rate and five times the click rate of your standard ‘business as usual’ email campaigns. 

If you are using a platform like Klaviyo or MailChimp, you can utilise its functions by creating a ‘welcome workflow’. This allows for an automated email to be immediately sent out to anyone who signs up to your newsletter. Time is of the essence here, so it’s important that your welcome email lands in their inbox straight away. Your brand is fresh in their minds, and a captivating welcome offer might just tip the scales in favour of them making a purchase. 

One of the great things about putting a welcome email automation in place, is that it gives you the option of tailoring the message to your new subscriber. Create a clear subject line from the beginning. Having the word ‘welcome’ in here is always recommended as it sets a clear intention. Another tool, if you are using a welcome discount for new subscribers, is to put this in the sub-line. Always remember that everyone loves a discount!  

As you begin your email, take time to introduce your brand and ensure the tone of voice is right. The first email in the welcome series should be personal, as if you’re speaking directly to your new subscriber. Either introduce yourself as the brand founder, or detail the brand itself and how it came to be, as and where it is. In saying this, be sure not to waffle and always write quality content - there is a happy medium. A great way to do this, is to look back on the first draft and ask yourself, ‘what is the purpose of this sentence’. If you find that it is there simply for the sake of filling space, the chances are that it won’t resonate with your customer and so it’s best to either delete or reframe. Never underestimate the power of editing. 


IN YOUR EMAIL, ALWAYS HAVE A CLEAR CALL TO ACTION.

This will encourage click throughs from your new subscriber and drive traffic directly to your website. For example, if you’re an active wear brand, show off your gym items with stand out pictures and short descriptions, followed by a ‘Tell me more’ button. This will encourage your reader to click through, without making them feel they need to purchase. 

Once you have created your content, play around with your template and design. Ensure it’s clear, concise and aesthetically pleasing. Think simple, yet effective. Your emails and newsletters are an extension of your website, so always be sure to channel a similar design and tone of voice throughout. You want your consumer to find comfort and familiarity in everything you send and the key to this is through brand consistency - this adds value and instant recognition. 

Your ‘welcome workflow’ is just that - a workflow - so it’s important not to give all your information out in the first drop. Organise for your emails to be sent in a timely manner, over a set period. As best practice, we suggest sending three emails over seven days. This allows you to send information on your brand, your best-selling products and USP’s without overwhelming your consumer. If your new subscriber doesn’t activate the discount code given in the first email drop, then a follow up email is a good way of reminding them that they have that code to use. 

In creating a strong ‘welcome series’, your subscribers will instantly feel a part of your brand and community. By keeping them up to date and sharing brand and buyer stories, they’ll feel more positive and loyal to you and are ultimately more likely to make a repeat purchase.



TAKE-AWAYS!

Key summary points to consider when creating infographics for your newsletters

- Use automated workflows on platforms such as Klaviyo or MailChimp. These save you time, enabling you to streamline your inhouse resources. 

- Welcome emails are a vital part of your marketing tool kit. It’s an opportunity for you to get your brand story and USPs across to a highly engaged audience. Welcome emails have 4x open rate and 5x click rate of your average ‘business as usual’ email campaigns, so they are important to get right! 

- Convey your brand’s tone of voice and aesthetic across your newsletters - remember that your email drops are an extension of your brand.


- Welcome emails are key in driving new and existing customers to your website. Ensure you always have a clear call to action and that you don’t give too much away in the initial email. 

Our partnership with Klaviyo and Mailchimp will help you to excel your brand. 

If you’d like to know more, get in touch via our email info@8thdial.com or Calendly.


Our partnership with Klaviyo and Mailchimp will help you to excel your brand. 

If you’d like to know more, get in touch via our email info@8thdial.com or Calendly.

Written by

Samantha O'Brien

Copy writer at 8th Dial, PR & Marketing Consultant. 

Written by

Samantha O'Brien

Copy writer at 8th Dial, PR & Marketing Consultant. 

Written by

Samantha O'Brien

Copy writer at 8th Dial, PR & Marketing Consultant. 

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