FACT: The first email you send to a new subscriber is the your most read email, as proved by MarketingSherpa:
As a marketer/business owner, it is your duty to maximise profit for your shareholders and therefore must take advantage of the valuable attention of your subscribers (when you have it).
This post: 5 Steps To The Perfect Welcome Mail will take you through exactly how to maximise this attention to turn your new subscribers into loyal customers and ultimately long term buyers,
But before that…
I need to introduce a concept from direct response marketing that is very relevant to this post:
Every piece of marketing you produce MUST have a call to action.
Assuming that you don’t have a multimillion dollar marketing and budget, you should not be spending time and resources on “branding” activities that will “raise awareness” with your target market…
Thus you should not an email to “introduce” you new subscriber to your brand and ask them “how they are”.
No, we will be sending a welcome email that has a clearly define call to action to enable your subscribers to immediately take your relation to the next level, this is outlined in Step 4.
I have spent sleepless night deliberating over this question…
HTML definitely seems more professional and allows for more branding opportunity, yet plain text comes across as much more personal.
Ultimately, it comes down to your business and how you want to come across to your customer:
An accounting business that wants to come across as professional and reliable would potentially stick with HTML but an individual life coach might want to make a more personal impression with plain text.
As mentioned at the start of this article, your welcome email will be your most read email, so it makes sense to harness this attention and attempt to maintain it in the future…
Enter the whitelisting request:
“If you are serious about receiving [X] benefit, I would strongly that you whitelist and prioritize all emails from [website] and [your name]. As if our emails aren’t getting through to you, you will miss these important updates and you won’t receive the full benefit of being a [website] subscriber.”
Simply by just adding this text, you could drastically increase your open rates on all further emails.
To take this a step further, you could create a page on your site outlining whitelisting instructions for all major email service providers as Digital Marketer have done here and then include a link in your welcome mail.
You do not want spam complaints.
And a fantastic method to completely eradicate them is make sure your new subscriber is clear on what they will received from your business in terms of emails.
To do this, just write a simple sentence explaining the frequency in which they should expect to hear from you and the content of those mails.
We are clear that every piece of marketing material you create must have a to action and the welcome mail is no different.
A fantastic call to action for a welcome mail is simply to ask a question and request a response from your new subscriber that relates to the problem that your business solves or solution that your provide, here is an example:
“What is you biggest frustration with X? Click reply and let us know, we read and respond to all emails”
This call to action has two major benefits:
You are learning more about your customers, this can help with future product development and marketing approaches.
You are engaging your customers and we know, people only buy from people that they know, like and trust and do you have two way email conversations with people that you know like and trust? Yes, I think so.
We love reading P.S.’s, as discussed here by HubSpot.
We therefore have another opportunity to harness the increased open rate of your welcome mail for future mails in the same campaign.
To do this, you can add an open loop into your P.S.
“Do you know the one biggest problem with [X]?
Well we do…
And we will reveal all in tomorrows mail…”
This is creating an “open loop” in the mind of your subscriber and all humans have a natural tendency to close these loops (this is the reason why we have cliffhangers on all popular TV programs), thus when they see your mail on the next day, they are significantly more likely to open and read your message, to close the loop.
OK, so now you understand that your welcome mail must have a call to action and you have the steps that you need to take, to take the relationship with your subscribers to the next level…
All that is left is for you to take action: to open up your autoresponder and start implementing as for every subscriber that is joining your list, you are currently losing the opportunity to build that relationship and develop them into long term buyers of your product/service.
Though before that, I have a favour to ask…
Do you have a friend or business associate that you think would benefit from improving their welcome mail? Well if you were to share this article with them… you could potentially revolutionise their relationship with their list, I’m sure they would be thankful.
This is a guest-post by Tom Hunt, you can also follow him on Twitter here: @tomhuntio.
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