Activating users with welcome emails
Veröffentlicht am 3 December 2020 | von Stefan von Lieven0
One of the great benefits of email marketing is the low degree of wastage. A user, who subscribes to your newsletter is most likely interested in your promotions or your company. However, if you only rely on this interest, you give away potential. By using welcome emails, you can significantly increase the user loyalty from the start of the dialogue.
A user subscribes to a newsletter of your company in order to receive regular new offers and information. By giving his consent, he will be included in your mailing list and will be sent a regular newsletter. When everything runs smoothly, he will use it frequently, buys the promoted products, shares the newsletter content with his social media contacts, etc. The process sounds familiar, but one step is missing, which is still being omitted by many companies: The welcome email.
High level of attention to welcome emails
The subscription to your newsletter is usually linked to a high level of interest in your offers. You should therefore send a welcome email not long after the new users opt-in, making best use of his attention span. The welcome email should communicate again what to expect from the newsletter and which benefits the user will have. It is recommended, for example, to present exclusive offers, vouchers or competitions. If the newsletter is filled with editorial content, a “best-of” from the previous articles would be a good start.
The more individual a newsletter is tailored to the user’s demands, the more attractive it is for him. The easiest option to find out the preferences of each user, is by asking him. To do this, a welcome email would be particularly helpful. The user is looking forward to what the newsletter subscription has to offer and sees it as a gesture of goodwill if he can even choose the content and frequency of the newsletter for himself. The selection options should not be too detailed, so you do not overstrain the user right at the beginning of the dialogue.
Respect the design rules
When designing a welcome email, you should bear in mind the same criteria as with newsletters. Many providers only send a simple welcome text with a voucher code. The welcome email is the first impression a user will get of the future dialogue and this first impression counts. The welcome email should therefore be designed with images and HTML elements. It is recommended to base it on the look of the newsletter in order to create a recognition value.
The subject should already indicate that this is a welcome email. Use terms such as “welcome”. This is particularly important, considering that a welcome email will not be the only email a user receives from you after opt-in. In addition to the double opt-in request and possibly further confirmation, the welcome email needs to stand out in the inbox.
More marketing automation use cases
Welcome emails are a pretty simple marketing automation use case. Find more use cases in our Whitepaper: 16 Use Cases for Marketing Automation.
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