Making the Connection with New Subscribers
A welcome email is one of the simplest and most underrated tactics in email marketing. First impressions are everything, and it’s imperative to make the most of it when the opportunity comes. But not all welcome emails look the same – nor should they – because each brand has a specific reason for making a connection. Before hitting send, determine which of these four welcome email categories will start your new relationship off on the right foot.
The Exclusive Email There is no better way to make an impression than making a new subscriber feel like they are your most important subscriber, and the easiest way to do that is by offering exclusive content off the bat. Fear not – this is a lot less daunting and expensive than it sounds! Whether it is showing a sneak peek of a forthcoming collection or offering a free tutorial with a member of your team, your welcome email should emphasize that your brand can offer a one-of-a-kind experience that cannot be found with any of your competitors.
The Goodies Email When we get something for free, our brains automatically trigger us to think that the product or service is more valuable. This reasoning explains why so many email marketers welcome prospective customers with goodies such as promotional codes, limited-time discounts, and sign-up bonuses when they first enroll. If the primary purpose of your email campaign is to drive sales, offering enrollment goodies is the fastest way to convert prospects into paying customers.
The Helpful Email While it’s generally safe to assume that new subscribers are familiar with your brand, always demonstrate your value by reiterating how the product or service you are offering can help improve their lives. This email should be educational to new users and is a great opportunity to layer in testimonials or customer reviews that back up your messaging.
The Expectation Email Email marketing is a two-way street between brands and consumers, and it’s important that both parties are clear on what they can expect. Welcome subscribers with an overview of what they can expect to receive from you, and feel free to get specific with the types of content you will share, such as newsletters, updates, etc., and at what frequency. Transparency goes a long way, and it also gets people excited for what is to come.
As you work to initiate stronger connections with new subscribers, consider which of these emails best sets the tone for future communications. Address the needs of your subscribers immediately out of the gate for the results you want down the line.
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