In line with the First Impressions Electronic mail Advertising and marketing Examine carried out by Ciceron, solely 39% of manufacturers ship a welcome e mail. Regardless of that, in accordance with GetResponse, 8 out of 10 individuals will open a welcome e mail.
41% of manufacturers didn’t ship a welcome e mail throughout the first 48 hours after a subscriber joined.
And 27% despatched zero emails within the first three weeks.
These welcome e mail statistics inform a compelling story.
You’ll be able to put a whole lot of effort into your e mail newsletters and product launch automations. You’ll be able to optimize your topic traces, preheader textual content, microcopy, and buttons. You may make certain to make use of bulletproof buttons and hold deliverability excessive.
All of that e mail optimization is necessary. However when you aren’t sending welcome emails, you’re lacking a possibility that blows all of them out of the water.
On this publish:
- What’s a welcome e mail?
- Why is a welcome e mail necessary?
- 6 methods to make use of welcome emails (and welcome e mail finest practices)
- What goes into nice welcome emails?
- 7 welcome e mail examples
What’s a welcome e mail?
A welcome e mail is the primary e mail {that a} new subscriber sees after they be part of your e mail record. As a result of it’s the primary e mail you ship, it’s your finest probability to have interaction along with your subscribers and present them your distinctive tone of voice.
When somebody offers you their contact info, it’s like a handshake. It’s like they prolong a hand and say “Good to fulfill you, I’m [name]. I’ve heard loads about you” Your welcome e mail is you reaching out for a handshake.
You don’t wish to have a weak handshake
It’s your first private, one-to-one impression within the buyer onboarding course of.
That first impression can do a whole lot of various things. You need to use it to extend gross sales, ask for referrals, get shares, level individuals to attention-grabbing content material, assist individuals get essentially the most out of a purchase order, or begin a welcome sequence that leads as much as a unique objective.
Even when it’s simply in your e mail e-newsletter and never attempting to get gross sales—your welcome e mail it an enormous alternative. Be sure it does greater than verify a subscription.
There are a whole lot of affirmation emails on the market that appear to be this:
I feel I’ll be clicking that unsubscribe button now
Your welcome e mail doesn’t must be considered one of them.
7 welcome e mail examples
For some welcome e mail inspiration, listed here are 7 examples of excellent welcome emails that I feel do a very good job of illustrating the totally different jobs you possibly can ask your welcome e mail to perform.
7 nice welcome e mail examples:
- Copy Hackers
- Headspace
- Summer season Tomato
- Airbnb
- Amazon Echo
- The Important Man
- Platinum Pores and skin Care
Welcome e mail instance 1: Copy Hackers
Joanna Wiebe of Copy Hackers is an excellent e mail copywriter. If you register for her weekly copywriting tutorials, she sends the above welcome e mail.
This welcome e mail instance accomplishes a number of issues.
First, it confirms that you’re registered for the tutorials. You need your welcome e mail to be greater than simply a affirmation e mail, nevertheless it does nonetheless want to substantiate that folks will get what they requested for.
Second, it takes benefit of excessive engagement. Welcome emails have a whole lot of engagement, so Joanna takes the chance to supply some related content material.
Lastly, realizing that Joanna is a believer in segmentation, I’d be stunned if she isn’t tagging her subscribers based mostly on which hyperlink they click on. Any info you possibly can acquire in your subscribers’ pursuits could be helpful down the road.
Takeaways:
- Phase. Segmentation doesn’t must be difficult. Take each alternative to gather details about your viewers.
- Persona. Joanna might have simply dumped hyperlinks. As an alternative, she says “why not make a Nespresso and…” Use your welcome emails to showcase your character.
- Give worth. The hyperlinks to standard tutorials assist with segmentation, however additionally they ship priceless, attention-grabbing content material.
Welcome e mail instance 2: Headspace
Supply: Headspace by way of Actually Good Emails
Headspace is a guided meditation app with a really distinctive model type. The lead magnet for Headspace is 10 days of guided meditation, and also you get this e mail once you join it.
Merely put, it is a strong welcome e mail to new clients. It’s received some design, nevertheless it stays clear and clear. The design helps the message as an alternative of overpowering it.
It has a transparent objective and name to motion, trying to attract individuals into the app to start out meditating.
And, decrease down, it clarifies that the reader has 10 days of free meditation, and might want to subscribe to get extra.
Takeaways:
- Name-to-action. If you want somebody to have interaction with an app or product, make your welcome e mail CTA distinguished and clear.
- Set expectations. The reader will get 10 free days of meditation, and this new buyer e mail reminds them of that.
- Reinforce model. Headspace is thought for its doodles and cartoonish type. This e mail highlights that.
Welcome e mail instance 3: Summer season Tomato
Darya Rose is a neuroscientist (yep, she’s received a PhD) who helps individuals shed extra pounds with out weight-reduction plan. Subscribers get this welcome e mail after they request her “starter equipment” lead magnet.
I like this e mail partially due to how easy the lead magnet it.
Darya realized that providing a lead magnet is far more compelling than asking individuals to subscribe to an e mail e-newsletter. As an alternative of going by means of an entire lead magnet design course of, she pulled collectively a few of her prime blogs, branded them as a “starter equipment,” and despatched it in an e mail.
Good. Good when you’re low on time and sources.
This type of e mail can be good as a result of the lead magnet itself affords individuals useful content material. It’s the primary touchpoint to Summer season Tomato’s model and key differentiator, and subsequent emails on this automation construct on her promise to “shed extra pounds with out weight-reduction plan.”
Takeaways:
- Easy lead magnets are okay. If you happen to don’t know the best way to make a elaborate book or video, a easy assortment of sources can do the job.
- Reinforce model message. “My objective isn’t that can assist you for weeks or months. My objective is that can assist you for YEARS.” That’s the worth proposition of Summer season Tomato, and Darya states it clearly.
- Credibility. Darya mentions 1000’s of readers, in addition to sharing a chapter from her ebook. At this level, the reader is aware of she has a Ph.D., however these reinforce her credibility.
Welcome e mail instance 4: Airbnb
Supply: Airbnb by way of Actually Good Emails
Airbnb is well-known as an organization, and this welcome e mail is an efficient instance of one thing that has led to its success.
When you could have strangers providing to offer one another housing, there’s an actual threat that the visitor expertise will probably be lower than stellar. Airbnb works to stop that by delivering this e mail after a list is confirmed.
This can be a affirmation e mail and a welcome e mail. It confirms {that a} itemizing is submitted, and delivers useful hyperlinks to assist individuals give a greater expertise to their friends—which is best for friends, higher for hosts, and higher for Airbnb.
Takeaway:
- What’s the objective of your welcome e mail? Airbnb desires individuals to have a fantastic visitor expertise, in order that they assist their hosts with helpful content material.
- Ship helpful welcome e mail content material immediately. You’ll be able to customise the content material that you simply ship based mostly on what about your subscribers. Airbnb would ship a unique e mail to a visitor.
- Use all of the house you could have. That is each a affirmation e mail and a welcome e mail. Who stated affirmation emails must be boring?
Welcome e mail instance 5: Amazon Echo
Supply: Amazon by way of Actually Good Emails
Once I first received my Amazon Echo, I used to be excited. It might really acknowledge my voice and reply my questions!
However finally, I ran out of inquiries to ask. After some fundamentals—What time is it?” “What’s the climate?” “How tall is Kareem Abdul-Jabbar?”—I began to lose curiosity.
In an excellent instance of getting individuals to make use of their product, Amazon despatched over this welcome e mail for brand spanking new clients: a listing of recent issues I might ask Alexa.
Granted, I nonetheless largely use my Echo within the morning, to verify the time whereas my face is buried in a pillow. However this e mail helped me notice that I might use it for greater than that.
And, in case you have been questioning, Kareem Abdul-Jabbar is 7’2”.
Takeaways:
- Know what individuals need. Amazon desires individuals to play with their Echo and is aware of that after some fundamentals (e.g. “What time is it?” “What’s the climate?” “How tall is Kareem Abdul-Jabbar?”) clients will run out of concepts.
- Give individuals what they need. Amazon sends alongside a listing of concepts, realizing that the extra individuals use their Echo, the extra they may prefer it and inform their associates about it (and the extra the sensible dwelling trade has the potential to develop).
- Combine enterprise and pleasure. “Alexa assist me sleep” is severe. “Alexa inform me a winter joke” just isn’t. Humor is underused, however helps individuals hook up with your model.
Welcome e mail instance 6: The Important Man
Peter Nguyen is a males’s type coach, who writes at The Important Man. He helps younger, skilled males develop their very own private type with out breaking the financial institution or drowning in garments.
He additionally sends a fantastic instance of a segmented welcome e mail. Do his subscribers wish to have higher dates? Look extra skilled? Or simply look good on the whole?
By sending three hyperlinks and tagging individuals based mostly on their clicks, he will get the reply immediately—and has the flexibility to ship focused follow-up emails.
Takeaways:
- Phase! Like Joanna, Peter takes the primary alternative to phase his subscribers.
- Know what segments you entice. Discover that Peter has three separate worth propositions. He’s already accomplished viewers analysis to determine what his totally different audiences care about.
- Tease the subsequent e mail. Constructing anticipation (“Tomorrow I’m going to be sending you…”) can improve e mail open charges in your second welcome e mail.
Welcome e mail instance 7: Platinum Pores and skin Care
Platinum Pores and skin Care does nice e mail advertising. What makes Platinum Pores and skin Care totally different from the opposite nice welcome e mail examples on this record is that they use a quiz as their lead magnet for subscribers.
This quiz lets Platinum Pores and skin Care acquire contact info, nevertheless it additionally lets them phase subscribers earlier than they even get an e mail.
Does somebody on a skincare website wish to enhance dry pores and skin or battle zits? It may very well be both, so Platinum Pores and skin Care makes use of the quiz for segmentation—then instantly follows up with a product advice distinctive to every particular person’s outcomes.
On the similar time, not everybody who completes an internet quiz is able to purchase. This welcome e mail is the primary in a sequence, the place every subscriber will get useful skincare ideas based mostly on their outcomes from the quiz.
It’s an excellent method to e mail segmentation that makes Platinum Pores and skin Care’s welcome e mail all of the extra highly effective.
Takeaways:
- Phase! Are you sensing a theme? Platinum Pores and skin Care is a superb instance as a result of they really handle to phase earlier than the welcome e mail.
- Goal your welcome e mail content material. The welcome e mail and automatic follow-up e mail are personalized based mostly on the outcomes of the quiz (and every subscriber’s wants).
- Don’t be afraid of textual content! It’s necessary that folks know what you stand for. Particularly after going by means of a high-engagement lead magnet (like a quiz), your subscribers will probably be keen to listen to from you.
Why is a welcome e mail necessary?
Do welcome emails work? Sure.
Your welcome e mail is your finest probability to have interaction new contacts. Apart from being your first probability to make a very good, customized impression, a welcome e mail is your finest alternative to get individuals to take motion.
New contacts wish to hear from you!
Open charges and clickthrough charges are nearly all the time the best on welcome emails. It’s your finest probability to achieve a brand new contact and get them to have interaction with you—whether or not meaning studying a weblog publish or on the brink of purchase a product.
Right here’s a screenshot from the report for the welcome e mail from considered one of my weblog posts.
That’s a click-to-open fee of 90%
An 85% open fee! 77% clickthrough! That’s a click-to-open fee of 90%. I want my gross sales emails received that form of response.
New contacts are the contacts most probably to say sure to your name to motion. They’re excited. They’re anticipating you to e mail them immediately.
If you happen to don’t ship a welcome e mail, you’re lacking that chance.
Professional perception: Andy Crestodina on welcome emails
“There’s one e mail that will get the next open fee than all others: the welcome-to-my-list e mail.
It’s no shock. The recipient is at their peak curiosity. They simply transformed right into a subscriber, so they’re need your content material and belief your model. Setting this auto-response it a no brainer. Opens and click on by means of charges are sometimes 2x another emails you ship.
Think of it as simply being well mannered. When somebody begins listening, it is best to say whats up, proper? When somebody asks for extra, give them your finest. I consider the welcome sequence as each sensible advertising and customary courtesy.”
– Andy Crestodina is a advertising professional, thought chief, and co-founder of Orbit Media Studios. He’s an professional in website positioning, internet design, and utilizing knowledge to information advertising technique.
6 methods to make use of welcome emails (and welcome e mail finest practices)
You realize that your welcome e mail must have extra info than only a subscription affirmation. However what can you set in a welcome e mail?
Even as soon as {that a} welcome e mail is your finest probability to get engagement out of your new e mail subscribers, there are different questions that must be answered.
- “What ought to I write in my welcome e mail?”
- “Ought to I’ve a name to motion?”
- “How do I do know if my welcome e mail is working?”
These questions begin to get answered once you assume previous the tactic.
What do I imply by that?
As an alternative of considering “I ought to ship a welcome e mail as a result of welcome emails get a whole lot of engagement,” ask your self—what worth does a welcome e mail carry to what you are promoting?
How will you use this instrument to attain your broader enterprise objectives?
Listed here are 6 frequent methods to make use of a welcome e mail — and a few welcome e mail finest practices.
- Lead magnet supply
- A pitch for a product
- Begin a welcome e mail sequence or welcome marketing campaign
- Get individuals to make use of your product with onboarding welcome emails
- Give individuals useful info
- Phase your viewers
1. Lead magnet supply
If you happen to promised to ship a lead magnet, the welcome e mail is the time to do it.
This is perhaps the only use of a welcome e mail as a result of individuals are anticipating the lead magnet they have been promised.
I as soon as received a beautiful e mail from a sort new subscriber that learn “Dude, you suck at advertising. [expletive] you and [expletive] your website. Ship what you say you’ll ship.”
Unbeknownst to me (or, apparently, him), my lead magnet was being delivered to the Promotions tab of Gmail.
He finally apologized—however the lesson is that folks count on you to ship in your lead magnets.
How will you ship a lead magnet? A great e mail advertising or advertising automation service makes lead magnet supply easy. In ActiveCampaign, for instance, now we have pre-made automation that you should use to ship as many alternative lead magnets as you want.
When you’ve delivered a lead magnet, there’s nonetheless extra you may get out of this primary e mail. For extra welcome e mail concepts, learn on.
2. A pitch for a product
Your welcome e mail is prone to see the best open charges of any e mail you’ll ever ship. For that purpose, it may not be a foul time to pitch a product.
Right here’s a fantastic welcome sequence instance: On-line enterprise coach Graham Cochrane used to run a welcome e mail sequence that led to a free webinar and gross sales pitch. As he shared on GrowthLab, he was capable of get an 89% improve in gross sales by transferring the decision to motion for his webinar instantly after somebody subscribed.
Supply: GrowthLab
Listed here are the precise steps of Cochrane’s e mail funnel, as he wrote about them on GrowthLab (on this context, a “carrot” is a lead magnet).
“That is the brand new funnel:
- Join carrot (100%)
- Taken to a “Thanks” web page, emailed PDF obtain, invited to a webinar
- Join a webinar (20%)
- Attend webinar (10%)
- Get pitched product
- Purchase product
$24,759 / month avg.”
(That quantity is in comparison with his earlier common of $13,101 / month).
That is usually a very good play for e-commerce companies. If that merchandise are associated or regularly purchased collectively, together with a CTA or non permanent coupon for associated merchandise may also help a buyer change into a repeat buyer.
Jordan Skole made this level throughout an ActiveCampaign dwell AMA:
“When somebody buys considered one of my merchandise, that offers me a way of what else they is perhaps excited about. What else do individuals who get the product often purchase? I can phase based mostly on that info to make a focused supply.”
Your welcome e mail isn’t all the time the appropriate time for a pitch—some individuals will want extra time earlier than they’re prepared to purchase. A fast sale can also be tougher when you promote high-priced merchandise, the place shopping for cycles are sometimes longer.
Nonetheless, together with a gross sales pitch in your welcome e mail is completely value testing.
3. Begin a welcome sequence or welcome marketing campaign
A welcome sequence or automated follow-up sequence may also help you nurture leads that aren’t prepared to purchase instantly.
A welcome sequence is a straightforward kind of advertising automation. This video, from the free course Getting Began with ActiveCampaign, offers you some good methods to get began with organizing your automations.
One in every of my favourite components about Grant Cochrane’s new webinar pitch is that the subscribers that don’t register for his webinar nonetheless undergo his regular welcome sequence—so he has two alternatives to transform them.
A welcome e mail sequence can have as many objectives as there are forms of companies.
Just a few doable objectives for a welcome sequence
A service-based enterprise may ship focused welcome content material that builds belief and demonstrates experience. An e-commerce enterprise welcome e mail can share tricks to get essentially the most out of a product. A SaaS enterprise welcome e mail can attempt to get individuals to click on round of their app. And a whole lot of on-line companies use a welcome sequence to promote an info product or course.
Professional perception: Joel Klettke on welcome e mail subsequent steps
One of the vital necessary issues you are able to do in a welcome e mail is give individuals a transparent image of subsequent steps.
What’s the ONE small step they’ll take RIGHT NOW to change into a extra profitable consumer? What tiny little ahead movement might assist push the snowball down the hill?
Guarantee that no matter you supply as a subsequent step, it’s straightforward, attainable, and strikes them towards their “AHA” second of being a consumer or subscriber.
– Joel Klettke is a conversion copywriter. He’s the founding father of Enterprise Informal Copywriting and Case Examine Buddy.
As a result of there are such a lot of potential methods to make use of a welcome e mail sequence, we wrote a wholly separate article on the topic. You’ll be able to learn it right here: 7 Steps to Create Your Greatest Automated Comply with-up Sequence.
4. Get individuals to make use of your product with onboarding welcome emails
If you happen to run a software program firm or have an app, you need individuals to get into utilizing your product as rapidly as doable. The quicker they attain their “aha” second, the extra doubtless they’re to stay round.
Even when you aren’t in tech, onboarding welcome emails might nonetheless be necessary.
If you happen to run an internet course or a membership website, that it may be powerful to get individuals to stay round. An onboarding sequence:
- Will get individuals to have interaction along with your product immediately
- Reduces “evaluation paralysis,” by displaying your clients some fast wins
- Ends in extra individuals ending your programs (and extra individuals recommending you to associates)
For these causes, an account welcome e mail usually features a name to motion to carry readers again into your app or product.
Such a e mail is within the record of welcome e mail examples beneath.
5. Give individuals useful info
Possibly you aren’t promoting something but, otherwise you promote a product/service with a really lengthy shopping for cycle—one that folks aren’t doubtless to purchase immediately.
Possibly you wish to be certain your clients get essentially the most out of a product they’ve bought.
Generally, your objective is to offer your subscribers info. Welcome emails are a very good alternative to ship content material that helps nurture subscribers.
When is it necessary to ship content material in your welcome emails? What welcome e mail content material are you able to ship?
- Ship content material associated to the precise lead magnet somebody downloaded
- Use content material to automate gross sales emails that you’d usually ship by hand
- For lengthy shopping for cycles, use content material to start out constructing belief with new subscribers
The hyperlinks in these new buyer welcome emails can be used to phase your viewers.
6. Phase your viewers
Generally you possibly can inform what introduced a brand new contact to your record based mostly on what lead magnet they downloaded or what web page they subscribed from.
Different occasions, once you serve a number of audiences, you may not be certain which viewers a brand new contact falls beneath.
What do you do? Ask them to self-segment. You’ll see some examples of those within the emails beneath.
To do that, embrace a set of hyperlinks in your welcome e mail. Supply a set of hyperlinks that handle totally different ache factors for various audiences. When somebody clicks on a hyperlink, add a tag so who they’re. You’ll be able to even have this set off a brand new automation.
I whipped up this fast instance for instance the purpose. On this bare-bones pattern e mail, I ask individuals to decide on what they’re most excited about: automations, content material advertising, or branding. Once they click on the hyperlink, I add the related tag.
Electronic mail segmentation helps you ship essentially the most related content material and affords to your contacts. The earlier you possibly can phase your e mail record, the extra alternatives you need to ship focused content material.
What goes into nice welcome emails?
To raised create your finest welcome e mail in your buyer onboarding circulation, realizing what a welcome e mail can accomplish is an efficient begin—however what makes a fantastic welcome e mail nice to start with?
Solely 39% of manufacturers are sending welcome emails. It’s a must to think about that the share of manufacturers sending good welcome emails is even decrease.
Professional perception: Val Geisler on one of the best welcome emails being welcoming
“A welcome e mail ought to just do that: welcome your reader. It must be the start of constructing a relationship, not a gross sales pitch or a push in your product.
Take into consideration once you buy groceries and there’s somebody there greeting you proper once you stroll within the retailer. If they are saying “Hello! We’re having a sale and I feel you’d look nice on this shirt and it’s 50% off so I’ll simply put it in a becoming room for you okay?” it’s a jarring expertise. You simply walked into the shop!
Distinction that with the identical salesperson saying “Hey, welcome! It’s fairly scorching on the market immediately, isn’t it? I’m Miranda, by the way in which. I’m right here when you want something as you go searching.” Fairly the totally different expertise. The second welcome makes you’re feeling seen and human, the primary makes you’re feeling like a strolling pockets.
Your welcome emails ought to goal to make your readers really feel seen and human too. Lead with a heat welcome and save the gross sales for in a while in your buyer onboarding.”
– Val Geisler has been known as an e mail geek, a copywriter, a marketer, and an actual sport changer (however you possibly can simply name her Val). You’ll be able to be taught extra about e mail copywriting and e mail advertising technique on her web site.
Listed here are some issues to bear in mind.
Lovely welcome e mail design is much less necessary than a usable welcome e mail design
No, I’m not saying it is best to ship ugly emails. However too usually, companies spend a whole lot of time on welcome email templates and design—and never almost sufficient time deciding what really goes of their welcome emails.
Think about your higher-level objectives. What motion would you like individuals to take? What would you like individuals to really feel?
You could discover that a wonderful welcome e mail design is necessary to your objective. You may additionally discover that text-based emails are completely sufficient to perform your objectives.
Electronic mail topic traces, from names, and preheader textual content matter
As soon as what welcome e mail content material you wish to ship, your total message, and your objectives—then you possibly can fear about particulars like welcome e mail topic traces and names.
They usually’re value worrying about. Open charges for welcome emails are often excessive, which is nice. However a very good topic line may also help you attain much more individuals. It may well even be so compelling that it offers you a lift to your clickthrough fee.
Listed here are some fast e mail finest practices that can assist you improve open charges:
Right here’s an instance from Andy Crestodina of Orbit Media (who additionally has a very good weblog publish on the best way to improve e mail open charges):
The e-mail comes from an individual. I just like the inclusion of an organization title because it reminds the recipient why they’re getting the e-mail. There’s social proof within the headline, and the preheader textual content isn’t gibberish.
For comparability, right here’s an e mail the place the preheader textual content might use some work.
Nice preheader textual content builds curiosity and entices individuals to click on. If you happen to don’t consciously replace your preheader textual content, it is going to usually default to displaying the start of your e mail.
Clear welcome e mail CTAs
Not like a whole lot of emails, your welcome e mail doesn’t essentially have to have just one call-to-action (CTA). (It ought to in all probability have at the very least one although.)
But it surely does have to have one objective.
Whether or not that objective is to get individuals to self-segment, entice individuals again into your app, promote a associated product, or present helpful info, clear CTAs will show you how to improve conversions and monitor success.
Conclusion: The way to write a fantastic welcome e mail
To ship a fantastic welcome e mail, it’s essential have a fantastic understanding of your personal objectives and your subscribers’ wants.
What can a welcome e mail do for you?
- A welcome e mail can double as a affirmation e mail
- It may well ship focused, helpful content material
- It helps you to phase your viewers
- You need to use it to pitch your merchandise
- It reinforces your model and tone of voice (use these e mail templates to remain on model!)
If you perceive your objectives, deal with offering worth, and deal with e mail advertising fundamentals, you possibly can create a welcome e mail that works tougher than a easy affirmation.
