Put your emails to the test. When a customer subscribes, does your welcome campaign treat them like a valued guest?
The welcome campaign is your chance to show off the bells and whistles of what you have to offer. It’s a golden opportunity to kickstart a relationship with your audience.
It’s also likely one of your most successful campaigns, so it’s worth investing the time and effort to make it the best it can be.
But too often, brands are gruff, impersonal and, frankly, unwelcoming with their welcome campaigns.
That’s why we’re here to provide you with 4 ways to create a welcome campaign that treats your audience like the belle of the ball.
1. Properly Introduce Yourself
Treat the first email in your welcome series like the moment you invite a new guest into your home.
Introduce yourself. Be warm and express gratitude for them choosing your brand. Offer them a treat or gift as a token of your appreciation. After all, they gave you their personal information. That’s a big step for many.
In this process, make sure to fully introduce yourself and any iterations of your brand that may reach out. Establish your inbox identity by letting your customers know what addresses to keep an eye out for.
ISPs are monitoring spam like never before. Your welcome email needs to be clear with your sender identity for better deliverability.
Don’t be afraid to explain the differences between your brand identities. Your “From” name may change based on the type of email you’re sending, but as long as there is a clear connection to your brand, you can avoid the dreaded unsubscribe or spam folders.
2. Personalize by Their Signup Source
There are a variety of ways your customers can find themselves on your list.
Whether it’s a mobile app install, a first purchase, a contest entry, or gated content download, it’s important that you personalize your welcome campaign by the source of their subscription.
Incorporate the foundation of their subscription in your welcome email so they know exactly how you found them and why they are receiving a message. Let them know why you are in their inbox.
In doing so, you are letting the customer know you are paying attention to their actions. Providing relevant information keeps each member of your audience engaged and promotes interaction with your brand.
3. Give Them the Grand Tour
Your welcome campaign is more than an introduction; it’s the start of a tour of your brand. It kicks off the customer journey.
No matter how or why they subscribed, this is your chance to get them further involved in your brand in the ways that you choose.
Walk your customers through your brand experience. Let them know what it means to be a valued member of your community.
Try starting off with information about their account before describing the benefits of choosing your brand. Lead them to your mobile app and lay out the perks of being a member.
ASOS, a leading U.K. retailer, does a great job in their welcome email showing members how to navigate their product offerings by focusing on different categories (ASOS Brands, Labels you’ll love, Face + Body).
ASOS orients newcomers with their category-specific welcome email.
ASOS sells items from over 800 brands, but by giving customers a starting point, they guide them through the experience so they don’t become overwhelmed by all that the retailer offers.
There is a logical path—that you’ve likely set—to make the most of your brand’s offerings, so don’t make your customers search for it.
4. Incentivize Them to Take Action
The guided tour is an excellent addition to any welcome campaign, but what if you have a particular CTA? Perhaps you need customers to complete their profiles before moving further down their journey with your brand.
Hold their hand in this process. This cannot be stressed enough. Keep it simple, stupid. Don’t try to reinvent the wheel. Whatever phrasing will help you remember to not overdo this part of the welcome campaign.
If you want your new subscriber to take a certain step, then make it known. Make your CTA button to complete their profile big, central, and bright. The goal here is twofold: engagement and progressive profiling.
Expand on this concept by building a full welcome series that culminates in the completion of your desired action. Topshop, another popular retailer based in the U.K., incentivizes action in their welcome email with a discount code, information about a birthday treat, and a hashtag to find their styles on social media.
Topshop sweetens the deal with a first-purchase promo code and birthday treat.
The call to “Update Your Details” is a vital action for progressive profiling to be used in future personalization efforts. A good follow up to this email would be continued requests to update specific, highly valued profile details.
Remember, you’re the host. You don’t want your guests to get lost on the way to the snack table. Lay it out for them in simple, easy terms to keep them happy and satisfied.
Enjoy the Party
First impressions truly do make a difference when it comes to your brand. You don’t want to come off as rude, beastly, and unpleasant to interact with.
Your welcome campaign is the key. It’s the start of your customer journey and, as such, you want each and every customer to start off on the right foot.
If you do it right, then your guests might just decide to stay awhile and make themselves comfortable.
For advanced tactics to improve your welcome emails, download Iterable‘s guide, Unboxing Must-Have Marketing Campaigns: Welcome Emails, to learn more.