If you’ve spent any time in the world of ecommerce, you’ll know that email marketing is one of the most cost-effective marketing channels when it comes to generating sales and re-engaging with past customers. Email sits at the core of every customer retention plan and provides a direct channel for connecting with your customers, even after they’ve left your website.
When it comes to the different types of emails your business will send, there’s none quite as important as your welcome email. Welcome emails are the emails you receive when you submit your email address to an online store, you’ve likely seen them in your inbox after completing a purchase or signing up for a newsletter.
This week we’ve put together the essential guide on how to write a perfect welcome email and included two standout examples of what a modern welcome email should look like. If you want to take your marketing to the next level, keep reading!
How to write a welcome email
A welcome email (which is often just one part of a broader set of onboarding emails) is the very first email communication you have with a customer. Depending on your business, this communication could be a subscription confirmation, an introduction to your services or, in some cases, a post-purchase email.
The welcome email is so important because it sets the foundation for future communications with your customer. Regardless of what action the user takes (making a purchase or joining your company newsletter) the welcome email is the one message that nearly everyone will see and read.
Writing welcome emails that work
According to data from Omni send, welcome emails have one of the highest open rates of any business communication. With an average open rate of 45% compared to just 18% for promotional emails, it’s easy to see why this communication is so critical.
When writing your welcome email there are several key strategies to keep in mind:
1- Provide value upfront
You don’t want to overwhelm customers with promotional messages during your first point of contact, but these emails do provide an excellent of opportunity to create a strong first impression. Discounts, tips and tricks, and other customer experience focused messaging can provide value without putting too much pressure on consumers to make an immediate purchase.
2- Personalize your message
Today’s email marketing tools have a lot of great features that enable you to send more targeted messages than ever before and one such feature you should be using is personalized messages. Lifecycle Marketing found that emails with personalized subject lines have 50% higher open rates and 58% higher click-to-open rates compared with generic ones.
3- Have a clear call-to-action (CTA)
Just like any marketing material it’s important to consider what you want users to do when they receive your welcome email? Do you want them to redeem a promo code, do you want them to head over to your companies About page to learn more, or do you want them to engage with you on social media? Whatever your objective is, you want to make it as easy as possible for your customers to understand what the next step is and provide a clear CTA.
5- Remember mobile users
Creating a beautiful welcome email is important but it is critical to consider mobile devices when designing them. A 2017 report by Litmus found that mobile email clients account for 47% email opens, making the most popular platform beating out webmail (36%) and desktop (17%).
6- Use high-quality, engaging imagery
You only get one chance at a first impression and visuals play a critical role in how your business will be perceived. Whether it’s product photography or custom illustrations, make sure the visuals in your welcome email are striking and represent your brand.
Examples of Great Welcome Emails
Ralph Lauren is a luxury fashion brand that uses very specific messaging to subtly build a sense of inclusivity with their welcome email. They reward subscribers for signing up and with language like “You’re now on the list” and “exclusive offers” they appeal to their audience’s desire to be included. The email also includes a special offer of 10% off your next order with a clear CTA that takes customers to their online shop.
MVMT is a company that is striving to be more than just a watch brand and they use the welcome email to highlight some of their key brand values. The email encourages new signups to explore their shop with a clear CTA and tells a visual story of what being a part o the MVMT community looks like. High-quality photography reinforces that they are a luxury brand while user-generated content introduces you to what members of the community are already doing with their products.
Your company’s welcome email is often the first time your brand will be entering a customer’s fiercely guarded inbox, so you need make sure that that first impression is a good one. You need to earn your place there and make that message count.
Finally, be sure to remember that while a welcome email is important, it’s ultimately just the first interaction in a (hopefully) long-term relationship. Be sure to set a tone that says something compelling and gives your customers a reason to stay subscribed.