How to Plan and Execute Successful Welcome Emails

What is the success rate of your 'welcome' emails? Typically, 'welcome' emails have a significantly higher open rate of 50% on average, making them 86% more efficient than newsletters. These emails establish the mood and form expectations with your latest subscribers and customers. This is the place where you inform your potential customers about the products or services you offer, and also specify how often you will be sending emails.

Nevertheless, similar to face-to-face interactions, it requires intentional effort to form a positive initial impression. Taking a moment to consider your email marketing strategy, it is likely that the success of your campaign depends heavily on whether or not your subscribers are pleased with the content of your first emails.

To aid in your comprehension of an efficient 'welcome' email series, we will guide you through the process and provide useful illustrations. Let's begin!

How to Strategize and Implement Successful 'Welcome' Emails

The strategy at the top of the funnel for almost all companies with an online presence involves a value exchange: The subscriber gives their email address in return for something valuable. And the emails you send to welcome your new subscribers should be created keeping this concept in consideration. In order to guarantee that your 'welcome' emails are valuable, make sure to follow these steps:

Create a Plan

'Introduction' emails are crucial for every email marketing strategy. Every company should take advantage of the high inbox placement rates of welcome emails. If you don't have any 'welcome' emails set up yet, don't worry: Implementing a new welcome strategy is not difficult. To begin with, observe the actions of nearby businesses and adapt their effective strategies to fit your own requirements.

We suggest checking out 'welcome' emails from competitors or brands that cater to a similar audience as yours online. After establishing reliable benchmarks from the first sequence and grasping the metrics (such as opens, clicks, and conversions), you can enhance your strategy based on those results to better cater to your specific requirements.

Fulfill the Commitment

Keep in mind: The initial email should always contain the ebook, trial offer, discount, or other incentive as promised. For example, a Mattress brand demonstrates this exchange well by offering new subscribers a very appealing "100-day sleep trial”.

Establish a Schedule And Regularity

According to email data, numerous online retailers continue to send 'welcome' emails two weeks after a customer signs up, and some even send 'welcome' emails up to two months later. We created a basic schedule to show you how the frequency of emails decreases during the first two months of the welcome period.

Email 1: Right after getting the email address of a subscriber

Email 2 will be sent three days after getting the email address.

Email 3: Sent 8 days after obtaining contact information.

Email 4 will be sent 15 days following the receipt of the email address.

Email 5 will be sent 30 days after obtaining the email address.

Email 6 will be sent 45 days after obtaining the email address.

Email 7 will be sent 60 days after obtaining the email address.

Professional Tip: If your 'welcome' campaign is promotional, incorporate segmentation rules to stop sending emails if a subscriber makes a purchase within the 60-day welcome period.

Select Your Words Carefully

In the upcoming section, we will explore further examples of email inspiration. Remember to consider these two factors when planning your email content.

Customization of an Individual's Experience

It is important to greet subscribers warmly and customize the subject line. The extent to which welcome emails are read can accurately predict subscriber engagement and spending. Allocate extra time for customizing your email messages. Furthermore, if you are able to do more than just include their name, that would be even more advantageous.

Anticipated Outcomes

In addition to personalized emails, it is advisable to establish clear expectations from the start. Notify your email subscribers weekly if that is part of your plan. The same is true for intervals of daily, monthly, or any other duration.

Looking For Motivation?

Let's examine a few instances of companies - both in B2B and B2C - that are successfully executing their 'welcome' emails. And make sure to read this for additional ideas on 'welcome' email content.

Example of Business-To-Business: Wistia

Following the first activation email, Wistia sends a straightforward, colorful, and efficient 'welcome' email. Wistia's 'welcome' email strategy prioritizes providing value to the subscriber over promoting their product from the start. The question they pose is, "Have you explored the educational center?"

This is a platform where customers can easily find tips and tricks on a range of video education topics. The purpose of the Learning Center is to emphasize the benefits of the Wistia service and illustrate how it can assist the subscriber on an individual level. Fantastic job on the education, Wistia. For those in the software industry, here are some suggestions for your 'welcome' email series:

Discuss the advantages of utilizing your product.

Offer complimentary tools and advice for maximizing the benefits of your purchase.

Build trust by emphasizing the simplicity, dependability, and convenience of the product.

Example of a Business-To-Consumer Transaction: Coach

If you operate an e-commerce store, your 'welcome' emails will vary slightly. Initially, subscribers are not seeking information on a particular subject; instead, they are looking for specific products and want to stay informed about new releases and special deals.

Coach sets a positive tone by providing new subscribers with a cheerful subject line that says, "Welcome to Coach Emails!", showcasing how to leave a lasting impression. For those in the online retail sector, here are some suggestions to help you begin:

Showcase your top-selling items to grab consumers' attention.

Incorporate references to fair trade, locally sourced products, and the use of organic materials, if relevant, to capture consumer interest.

Incorporate a reduced rate or special offer for new customers.

Begin immediately

Keep in mind - You don't have to be flawless at first. The key is to greet subscribers warmly and develop a solid, long-term connection.