The Dos and Don’ts of Welcome Emails
First impressions are just as important in digital marketing as they are out in the real world. This is one of the reasons I’m so surprised to see some of the welcome emails that I do. If you aren’t familiar with welcome emails, they’re typically a triggered email that go out immediately after a customer joins an email list. If you’re looking to create a welcome email, or optimize a welcome email campaign you already have running, here are some tips.
The Dos of Welcome Emails
1) Do – Be professional – First and foremost, this is the first interaction with your customer via an email list, keep your email professional. Don’t focus on gimmicks, don’t be cutesy, and don’t try to force your customer to make a sale. You’ve already engaged them enough to want your emails, don’t make them regret it.
2) Do – Be welcoming – Introduce your company, give a brief overview of your products, and go over what they should expect from your email campaigns. Will they be getting weekly coupons? Do you only send out a monthly email about new product releases?
3) Do – Be helpful – Many times users may join your email list to try and get a discount or a coupon (especially if you have an ecommerce site). Make it easy for your customers to get discounts, and make it forefront in the welcome email. Include something like — Thanks for joining! We’re excited to have you on our email list. To thank you, here’s a coupon for …. (Free shipping, 5% off, whatever fits your business). Also include links that your users might need, social media, contact information, and a link to your website.
4) Do – Be available – Make sure that your users can reply to the email, and more importantly, that someone monitors the inbox. Your customers may have questions about your products or website, make it easy for them to start the conversation.
The Don’ts of Welcome Emails
Now that I’ve gone over the things you should do in your welcome campaigns, there are some things that you shouldn’t do.
1) Don’t use ‘cutesy’ subject lines – This week I joined an email list for a major brand, and their welcome email used the subject line <3<3<3 Hi! <3<3<3
First of all, I’m still on the fence about the whole emojis-in-emails thing. I see more spammers use this than legitimate companies. Second, this is completely unprofessional, and not in line with the branding for their website. Stick to something recognizable Welcome to XXXXX email list!, Thanks for joining XXXXX email list, Your first XXXXX coupon, etc.
2) Don’t include a long form sales letter – Using some parts of a sales letter in your welcome email is fine. But, you’re better off using something short with a bulleted list. Don’t overwhelm your customer with information upfront. Engage them, and ease them into the sales cycle.
3) Don’t over think it – Welcome emails are simple. Don’t over complicate the email. Your goal should be to start engaging your customers in your products and brand from the get-go. Coupons and social media being forefront will help this.
note: Some of the graphics used on this page were designed with elements from FreePik.com