Today’s guest blogger runs Sales & Operations at Sendwithus – read on to learn some welcome email strategies and best practices. Enjoy!
Welcome Email Strategies that Work
The welcome email is the first direct line of communication you have with your user. Additionally, it will be your first chance to showcase immediate—and hopefully lasting—value. Consequently, users interact with these emails more than sales outreach or marketing emails, with transactional rates for welcome emails being 9 times higher than those of automated marketing emails. The whole purpose of a welcome email is to kick-off a consistent subscriber-focused experience. Allow us to elaborate…
Don’t Bait and Switch
Setting expectations about email delivery frequency establishes trust amongst your subscribers and minimizes the chances of SPAM complaints. There is nothing worse than signing up for an awesome new service, only to get bombarded with irrelevant emails. Setting this expectation allows you to build a good rapport with users, and by mapping out the subscriber’s onboarding journey you will be well-positioned to place strategically advanced messaging, thereby alleviating relevant pain points and developing a long-term understanding.
See It From Their Perspective
With the rise of mobile media and skyrocketing use of smart mobile devices, email has become a more powerful tool than ever in connecting brands with customers. Umm hello, it’s 2017! While we’re sure this isn’t revelatory news to you, we would like to point out that 50% of users view emails on their mobile phones. Make the consistent creation of responsive emails, (i.e. emails that adapt nicely on every email client), a strict priority or risk getting lost in the fray. Furthermore, craft your copy, subject line, and call-to-action to reflect this mobile-first attitude, because chances are your users aren’t reading email on their desktops.
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Adopt a Customer Support Attitude
If you send from a “no-reply” email address, you’re sabotaging the success of your email campaigns by leaving recipients stranded. Customers could help debug your product, provide valuable feedback or voice concerns. At the very least, your readers can help you optimize their onboarding journey. Why would you throw away this chance to connect with users that want to help you succeed? It’s imperative that users can reach someone who is focused on customer support—it’s a win-win for everyone.
You Have Lots of Data and You’re Not Using It
Welcome emails are the equivalent of a first glance at a blind date; get an instant advantage by stunning your users with thoughtfulness and catering to their natural behaviors and desires. It’s more than likely that your users are suffering from information overload at most points in their day. Cut through the noise and give them exactly what they want, when they want it. This not only improves user experience but also increases ROI.
Your organization collects a lot of valuable data about your users whether you inherently realize it or not. Beyond basic demographic data, you can track saved searches, social engagements, product usage, retargeted ad clicks, the list goes on. Based on this data, send your customers personalized incentives to complete actions such as account activations, repeat purchases, or app downloads. Studies have found that personalizing emails can boost transaction rates up to 6x, illustrating that personalization substantially increases engagement.
There are numerous factors to consider in planning a successful onboarding campaign, and though the science behind effective email marketing is a complex beast, just breathe easy and begin by mastering the few steadfast principles and welcome email strategies we have discussed here. By implementing these tried-and-true techniques, we are sure you’ll enjoy a quick turn around in email marketing campaign results.
About the Author:
Mon is the Sales & Operations Manager at Sendwithus, where she spends her days behind spreadsheets, playing with new technologies or planning marketing campaigns to help businesses send awesome emails.
ps: We’d love to hear more about your welcome email strategies, drop us a line below or on Twitter.