Everyone loves to be welcomed, right? And that includes your email marketing program. Welcome Emails play a significant role. A welcome email is your first step in the ring for a great first impression as it illuminates your brand.

Though ultimately forgotten by many marketers, welcome emails have on average 4 times the open rate and 5 times the click-through rate of a standard email marketing campaign—making them more effective than any other transactional email.

THE ‘WHY’ OF WELCOME EMAILS?

A welcome email is the first step toward the foundation of building your
brand image.

The first email to your subscribers
sets the tone of your email relationship.

Subscribers who receive welcome emails show
33% more engagement with the brand.
Welcome emails see
more than

The transactions & revenue per email over regular promotional mailings

  • 86%Lift*
  • 196%Lift*
  • 336%Lift*
  • 320%Lift*
  • Unique Open Rate

  • Unique Click Rate

  • Transaction Rate

  • Revenue per Email

  • Promotional Mailings
  • Welcome Emails

*Over regular promotional mailings benchmarks

Source: Experian Marketing Services
Welcome emails see more transactional revenue per email.
Yet only

57.7% of brands greet

new subscribers with

welcome emails

As per a Ciceron report on first impressions in welcome emails

  • 73%

    of brands did not send any messages within the first 48 hours of subscribing

  • 27%

    of brands did not send a single message over the whole 3-week period

  • 39%

    of brands sent a welcome message

  • 56%

    did not make a good first impression

Only 57.7% brands greet new subscribers with welcome emails.

WHEN SHOULD I SEND WELCOME EMAILS?

Welcome emails should be sent as soon as possible to take advantage of the ‘Attention Bonus’. If that first email is received while the lead is still "hot," you are more likely to garner positive engagement with your brand.

Timing of first welcome email

after subscription

  • Immediately
  • One Minute
  • Two Minutes
  • Five Minutes
  • 50%
  • 44%
  • 2%
  • 4%
0 10% 20% 30 40% 50%

One email is a MUST-HAVE. A series of emails is even better. The decision on the number and timing of messages within the series depends on various factors. Here are some ideas on how you can execute a welcome email or email series for your brand:

PRINCIPLES FOR PERFECT WELCOME EMAILS

  • 1

    Showcase Your Brand

    The welcome email template must have a tone, feel, and personality of your brand. The content of the messages should depict what your brand wants to convey.

    For example, the brand - ‘True Citrus’, has a very colorful and visually refreshing email. The brand image of the ‘Citrus’ flavor is depicted within the images. The text is concise and leads directly to the CTA.

    Great way to showcase your brand with a welcome email - @InboxArmy
  • 2

    Personal Whitelisting

    Consider adding whitelist or ‘Safe Sender’ instructions to your welcome email template. The whitelisting should be at the beginning of your email as this helps reduce your email ending up as spam.

    Adding an image or even an animated gif to explain how to whitelist your emails can help even more (but don’t make that the whole focus of your email).

  • 3

    FAMILIARIZE YOUR SUBSCRIBERS WITH YOUR BRAND AND GENERATE INTEREST

    Ideally, a welcome email should be sent as soon as possible—at least within the first few hours of interaction. The content can include welcome incentives for the new subscriber like a coupon or discount on the first purchase, free shipping, free or trial access to a service, extended customization options on a product or service, a whitepaper or eBook, newsletter signup, guides on how to start, etc.

    Establishing expectations for your emails with your subscribers can help your chance of future messages being opened. This can also help drive immediate response through appropriate links and calls to action.

  • 4

    Add Personalization Where Appropriate

    Want your subscribers to feel wanted and valued? Add personalization and customization into your welcome email template. Build a relationship with the subscriber by introducing them to your products and brand values.

    Create an open platform for feedbacks, reviews, collecting social and personal information, etc.

    Great personalization for welcome emails with @InboxArmy
  • 5

    Expand Your List

    Consider a combination of offline and online methods for capturing new signups for your email program. Here are a few ideas:

    • Ask for signups during checkout (both online and in-store).
    • Include signup options inside your customers’ shipped packages (if you don’t collect automatically during checkout).
    • Utilize paper signups where it makes sense to do so.
    Consider a combination of offline and online methods for new signups.
  • 6

    Integrate Other Platforms

    Social links at the footer of your email are a must. This gives an option to the subscriber to share and view on a social platform thus giving your brand 'visibility'. Giving welcome offers to share on these social networking platforms is a key to a great ROI.

    Always give Support and Service Information. Your company's location, full address, contact details, website links for other queries like FAQs, guidelines, help, etc.

    Add Trending Features within your email like website links of top trending blogs, news pieces, information of product, etc. Also, don’t forget to highlight important information within the email, especially your CTA.

    Integrate other platforms with social networking only with @InboxArmy

Key Takeaways

  1. Subscribers who receive welcome emails show 33% more engagement with the brand. It sets the tone of your email relationship with your subscriber.

  2. Welcome emails should be sent as soon as possible. They create great benefits for the brand and also augment the
    attention bonus.

  3. Consider adding whitelist or “safe sender” instructions to your welcome email template.

  4. Familiarizing subscribers with your emails more likely helps your future messages to be opened. This helps drive immediate response through appropriate links and CTAs.

  5. Create an open platform for feedbacks, reviews, collecting social and personal information, etc.

  6. Consider trying a combination of offline and online signup methods for the best chance at increasing and expanding your list.

  7. Social links must be a part of your email. Giving welcome offers to share on these social networking platforms can be key to a
    great ROI.

  8. Always give support and service information in welcome email templates.

  9. Add trending features and highlight important information within the email, especially your CTA for an increased ROI.

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