welcome emails

How to Use Welcome Emails Effectively for Your Business

Businesses and email marketers often struggle with email engagement rates. Though the average email open rate is 21.33%, most companies hardly manage to achieve half of it. Welcome emails, however, stand out. Different studies suggest different open rates for welcome emails, but the number lies somewhere between 30-60%, significantly higher than regular emails.

However, they’re not so easy to pull off. With almost every company using welcome emails, you need to stand out. In this post, we’ll talk about welcome emails, why you should use them, and some best practices to get the best results. 

Let’s get started.

What is a welcome email?

A welcome email is the first email a company sends to its subscribers or prospects. In most cases, it’s a part of the customer onboarding process that gives the subscriber an introduction to the brand. 

As you can probably speculate, a welcome email is the first impression you can make on a new customer or subscriber. Consider it as being greeted by the gatekeeper when you enter a store. 

Welcome emails can be of a variety of types. They can be simple, straightforward messages, like “We thank you for being a part of our family.” Or you can take it a step further and deliver videos, offers, sign-up forms, or anything that inclines with your brand strategy.

Why use welcome emails?

So, do you really need to take the pain of sending welcome emails to each of your subscribers? Well, the short answer is no. You can survive without sending any welcome emails at all. 

However, don’t scratch your head when your emails get low open rates, and your subscribers readily opt-out of your list. 

Here’s why you should make welcome emails a fundamental part of your email marketing strategy. 

1. Reduced unsubscribes and spam complaints

Just because a visitor has subscribed to your mailing list doesn’t mean he’s eager for your next email. Though it’s hard to estimate a number, an average person subscribes to 20-30 email lists. 

Ask yourself. How many email lists have you subscribed to? Now, how many of them do you regularly engage with?

People tend to ignore most of the brand emails they receive. By sending them a welcome email, you ensure your subscribers remember you. And if you add value in your welcome email, with a video or e-book, you can also pique their interest. When your subscribers are interested in your brand, they’re less likely to tap out of your list. 

2. Improved engagement

As discussed, welcome emails increase engagement levels. They are a perfect opportunity to show your subscribers who you are and how you can make a difference in their lives. Besides, the average open rate of a welcome email is 50-60%, compared to 21.33% of regular emails. 

3. No extra effort

If you’re using an email productivity solution like Eltris, you can use autoresponders to automate your welcome emails. When a user opts-in for your mailing list, the autoresponder will trigger a welcome email response. Therefore, you can enjoy better engagement without putting in any extra time and effort. 

4. Improved customer loyalty

Loyalty is an area of concern for businesses, especially when it comes to email marketing. People will subscribe to your mailing list and opt-out after you send your first email. 

Unsubscribes are a part of email marketing. And acceptable unsubscribe rates can vary from industry to industry. For real estate companies, 0.40% is considered a healthy unsubscribe rate, whereas, in the marketing and advertising industry, anything above 0.09% is high.

The reasons for people unsubscribing from your list can vary. Maybe they’re no longer interested in your product or services. 

But in many cases, people unsubscribe because they could’ve forgotten about you. As discussed, people subscribe to multiple mailing lists simultaneously, so forgetting about a few is no big deal.

But when you send welcome emails, you create an impression. Well-framed welcome emails can embed in your subscriber’s minds, encouraging them to keep receiving emails from you.

Welcome email tips to stand out

Sending welcome emails is not a new trend. Businesses have been doing it for years. So, how do you stand out of the horde? Here are a few tips you can follow. 

1. Be timely: Send your welcome emails promptly. Sending them on the same day is the best. If you send a welcome email after a few days, your subscribers could forget that they subscribed to your list in the first place. 

2. Have a catchy subject line: Show enthusiasm! Your subject line should emanate excitement. Also, make it unique, so it stands out in a crowded inbox. A few good examples are:

  • Yay, You’re Signed Up!
  • Welcome to XYZ!
  • Welcome, John. You’re subscribed. 

3. Greet your subscriber: Personalization is the key to success in email marketing. If you know your subscriber’s name, always address them by their first name in the welcome email. This arouses emotion, as they feel recognized. 

4. What next: Don’t leave your subscribers hanging with a thank you note. Tell them what to expect next. If you send weekly newsletters, tell them that they’ll receive their first newsletter on this particular date and time. If you want them to take action, specify it clearly. 

5. Give them a gift: As discussed earlier, adding value in welcome emails is critical. Send your subscribers a video, e-book, report, offer, or anything that might add value to their lives. Make them feel that subscribing to your list was worth it.

Conclusion: Welcome emails

There’s no right or wrong way to utilize welcome emails. Some companies don’t use them at all, and they’re still doing pretty good. But if you’re a small-medium business, engaging your customers should be your utmost priority. And with welcome emails having engagement rates as high as 60%, it’s something you can’t overlook. So, devise a welcome email strategy and integrate it with your existing email campaign marketing efforts. Check out Eltris for easy and cost-effective email marketing and automation solutions.