Why Welcome Emails Are the Most Important You’ll Send
Email marketing is an effective strategy for building relationships with potential customers, getting traffic to your website, generating leads, and increasing sales.
The most important email you will send to subscribers to your list, however, is the first one: the welcome email.
You should, therefore, spend as much time crafting, testing, and optimizing your welcome emails as you do any other email in your campaign.
Are you still not convinced?
Research has shown that welcome emails are 42 percent more effective than any other email you send.
There are a lot of reasons for this, but it is primarily that your business and the products or services you sell are in the mind of the subscriber when you send the welcome email.
You are relevant at that time, but when you send another email as part of your regular campaign a few days or weeks later, you might not be.
That is interesting information and informative research, but it is only of value if you use it to your advantage.
Here are three steps you can take to fully leverage the potential of welcome emails:
- Start sending them. If you don’t send welcome emails when a new subscriber signs up, you should start.
- Automate the process. You will need to test to find the optimum time to send welcome emails, as it varies slightly from industry to industry, but sooner is usually better than later. The only way that can be achieved in the modern world is to automate the process. You will probably have to invest a small amount of money in an email marketing service to get an automation feature, but it will be worth it.
- Offer a promotion. Your welcome email has to do more than simply welcome the user and thank them for signing up. If that is all you do, you are missing an opportunity. You will need to test to find exactly what works in your business, but offering a promotion in your welcome emails enables you to take advantage of the new subscriber’s receptive attitude.
Doing these things might not result in an immediate sale, but engagement by a new subscriber is another key step toward getting that sale in the future.
If you get a response to your welcome email and continue to build on that with an effective email marketing strategy, your overall results will improve.