A carefully thought out welcome programme for your new email subscribers sets the stage for what they can expect from your brand.
By delighting them at this early stage, when engagement is naturally highest, you are helping guarantee their continued attention for your business... oh hello, higher open, click and conversion rates.
To achieve this, consider introducing a multi-email welcome programme rather than the standard "Thanks for signing up". Few companies do this and even fewer do it well; it is a real opportunity for your brand to stand out.
So what to do?
First, think carefully about why someone has signed up for your emails, meet that need and then exceed it with the content you provide.
Here are some content examples that you could include in your welcome emails:
• Introduce them to your brand values.
• Showcase your unique selling points (USPs).
• Offer a look behind the scenes of your business.
• Add a personal touch from you to them.
• Give them exclusive content / offers.
• Showcase a first look at new things or featured products.
Once you have what you want to say, decide how to spread this out over 2, 3 or 4 emails, as well as the time period these will be received over (probably a 24 hour pause between each mailing), They will get these emails before entering your usual email newsletter cycle.
Make sure each email installment is designed in line with your current email templates and be sure to test both the design and automation set up before sending it live. If you use an email service provider such as Mailchimp, it will be intuitive to set this up on their platform.
Best practice here would be to test different content to see what gets the best response, but in real life, where time is always a premium, just make sure you are checking email stats once it has launched and review the programme after a month or so, then at regular intervals.
Pitch this email welcome programme at the right level and you will create subscribers that open again and again and are bought into your brand values; basically the kind of audience every marketer craves!
For some more inspiration I have added some examples to my Pinterest profile. If you have any questions or comments please do add them, or get in touch with me.
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