The “welcome email” is the best way to solidify the connection with your new reader. You have to keep in mind that once you have sent out the welcome email, you have now been invited into the subscriber’s world and they actually want to hear from you – so long that the content is actually relevant to them. The stakes are high so go big or go home!
In order to build a successful onboarding strategy for your subscribers, you need to align your general marketing goals with your onboarding program objectives. It is important to test that you have the right messaging, enticements and pace. For you to make sure that this program is effective, there are two basics to concentrate on – content and timing.
When it comes to content, you need to create a sense of balance between your company’s objectives and your reader’s needs. Keep in mind that the content of the welcome email should be beneficial for both the company and the subscriber.
The points to touch on would be to confirm the opt-in action and to provide an easy to find the opt-out option. You should use this as the chance to thank the subscriber for providing their information and use that information. For example, if they provided their first name when filling out the opt-in section, go ahead and use it in the welcome email. By leading your subscribers to your preferences section and having them fill out more info about themselves, you can use that info to strengthen the relationship.
When it comes to timing, it’s best to send the emails in real time (whenever possible). You want to keep in mind that the first engagement decreases with every moment that passes by. You are missing that important window if you are waiting a day to send the welcome email.
We all know that the first impression is what really counts and this welcome email will be your first one on one communication that the reader has with your company and brand. You don’t want to lose sight of the importance of a welcome email – it can have a great influence on establishing a relationship for years to come.
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