In an increasingly omni-channel world, email remains a key method of communication. Yet, while over half of all welcome emails get opened, after merely a few of months, the open rate tends to decline to around 20 percent.
Simply put, the Welcome email is an “opportunity email,” a chance to make an impact on this budding relationship. People signed up, supposedly, because they wanted to hear more from you. After this initial contact, while some might know a decline, here are a few tips on keeping your subscriber enthused.
Get the Basics Right
1. Timing is everything
That first communication should be triggered within 24 hours after hitting submit. The longer you wait, the more likely people will start forgetting they signed up. Why wait to start the relationship? Take advantage of the interaction recency as this is when subscribers are more likely to be engaged.
2. Welcome your new subscriber
Any welcome email worthy of being called a welcome email should welcome your new users. This means being transparent about the purpose of your message in your subject line, which should state “Thank you for signing up with (your company name)” or “Welcome to (your company name).” Since this is the very first point of contact, it is important not to forget the name of your brand in that subject line. Would you open an email from someone you don’t know?
3. Get whitelisted
What is the point in creating enticing groundbreaking email campaigns if they never make it to your recipient’s inbox? If you are going to build a relationship with your subscriber, ask them to add you to their contact list to ensure they receive your messages in the future. This will avoid your communication being filtered into the spam folder and increases your deliverability.
4. Have a call to action
Whether you are an advocate of having an offer from the onset or not, your welcome email should have a call to action, even if that action is merely one that redirects the subscriber to your website. Give your new user something to do, somewhere to go.
5. Omni channel
The message is not about your new app or about your presence on Pinterest, but it should not be overlooked either. Having a constant social media footer provides easy access to your various social media pages and allows your new subscribers to follow you on additional channels from this very first point of contact.
The Next Level Up
To maximize long-term engagement, I would like to suggest taking things a step further to ease the new subscriber into the relationship:
6. Orientation time: welcome series