For Ecommerce, email marketing is essential to your success.
This means your welcome email is the first impression your new subscribers have of your brand… so it’s important to get it right.
And did you know that welcome emails can also help increase your sales? In fact, The Big Data shows that welcome emails have a higher click-through rate (CTR) and generate 320% more revenue than regular promotional emails.
Pretty powerful stuff, eh?
Yet, you’d be surprised just how many brands are underutilizing their welcome emails or don’t have them set up at all! It’s like leaving a steaming, hot plate of delicious food to go cold and stale in the kitchen and well… leave your customer hungry.
I mean… Acquiring a new customer costs you five times more than retaining an existing customer. And welcome emails are your first point of increasing customer retention and increasing you profits from 25-95%.
So why not leverage it to the fullest?
This is why today, you’ll see how to maximize the potential of your welcome emails in six steps… Craft the perfect welcome email and grab your subscribers’ attention and encourage them to make their first purchase… and keep your acquisition costs under control!
1. Use Behavioral Personalization
Addressing your subscribers by their name is 2000 and late.
Today, one of the most effective ways to increase the relevance of your welcome emails is by using behavioral personalization.
For example, if your subscriber browsed a particular product category, you can include personalized recommendations for similar products in your welcome email.
By analyzing your subscribers’ past behavior, such as their browsing and purchasing history, you can tailor your welcome email content to their interests and needs… and make it waaaay more personal that a basic “Hi Taylor!”
2. Optimize for Mobile Viewing
HubSpot found that 46% of all emails are opened on mobile devices. To have your welcome emails easily readable and actionable on mobile, optimize your email layout and design.
Use a single-column layout, easy-to-read fonts, and large buttons to ensure a seamless mobile experience.
3. Mix Content and Offers
A welcome email doesn’t have to be just a polite greeting and a humble thank you for subscribing.
On the other hand, you don’t want to overwhelm your new subscriber with too much info or too many calls-to-action (CTAs).
Rember, ONE call-to-action per email.
ONE offer per email.
ONE overarching idea per email.
Stick to the most important information, such as a brief introduction to your brand, a special offer, and a clear CTA.
For example: Offer a discount or special promotion in your welcome email and encourage subscribers to make their first purchase and speed up cash flow.
Keep in mind to balance your promotional offers with valuable content that helps your subscribers get to know your brand and products.
For example, you can include a brief introduction to your brand, links to helpful resources such as your blog or FAQ page, and social proof in the form of customer reviews.
4. Engage Subscribers to Interact
A welcome email is a great opportunity to engage your subscribers and encourage them to interact with your brand. This interaction will set you galactic miles further than your competition.
And this interaction goes beyond following your on socials, checking out relevant blog posts and listening to your podcast…
A simple reply email goes a long way. Ask them about their current #1 challenge they have with whatever your product or service solves. (And watch the flood of emails coimg in and giving you priceless insights into your subscribers lives.)
Aside from reply emails, you can ask for their feedback or opinions on your products or brand. This can help you build a stronger relationship with your subscribers. People LOVE sharing their opinions. But it’s your job to keep them coming and your job to weed out helpful stuff from unhelpful, hurtful, entitled and whatnot junk that’ll come your way.
5. Lead Subscribers Toward Making Their First Purchase
Ultimately, the goal of your welcome email sequence is to lead your new subscribers toward making their first purchase.
To achieve this, you can include personalized product recommendations based on their past behavior or browsing history.
You can also provide a limited-time offer or free shipping for first-time customers to incentivize them to make a purchase. And make it more progressive as the time passes.
The key here is to keep them excited and amazed at the value you’re putting forth.
6. Track and Make Adjustments
As always, monitor your metrics and make adjustments. This is the grueling but necessary step to build a robust revenue-driving welcome email sequence!
Keep an eye on your open rates, CTRs, and conversion rates. Use this data to optimize your welcome email sequence for maximum results.
All in all, building a high-converting welcome email sequence is essential to get your new subscribers to spend their first dollars with you and build a long-term relationship moving on.
By using behavioral personalization, keeping it exciting and interesting by mixing valuable content and offers, you can encourage subscribers to make their first purchase and boost sales.
Remember to monitor your metrics and make adjustments as needed to ensure the best results.
And as always, I’m here to help if needed (first call is on the house).
Katja Mokotar
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Katja Mokotar is a professional email Copywriter. She creates email strategies for CPG eCommerce that generate new & repeat customers… and can often be scaled to $1M and beyond.