Updated: Sep 9, 2020
While building your email list, you may be tempted to send new subscribers a quick message saying, “Thanks for subscribing.”
I’m here to tell you: don’t do it.
Not only does it come off as lazy, but it’s also passing up a HUGE opportunity. Today I’m going to show you what a welcome email can do for your business, and why you should invest in a great one.
1. They’re the Most Opened Emails
Yep. You read that right.
If you’ve ever launched an email marketing campaign, you know a lot of people are not going to open your email. The average email open rate is around 20%. It’s just the nature of the beast.
Welcome emails have an average open rate of 50% and generate 5x as many clicks.
That makes them 86% more effective than standard newsletters.
There's no better marketing opportunity at the same price point.
If you know your subscribers are VERY likely to open this first email, why wouldn’t you take advantage of that and try to make a sale?
2. They Help You Make the Right First Impression
This is the first direct communication your customers have with your brand, so you need to make it good. How valuable your subscribers find this message will determine whether they look forward to your future emails, or let them sit in their inbox.
When you send out a welcome email, you’re establishing a relationship with your customer.
It should be personalized, relevant, and jam-packed with value so that you can warm them up to making a purchase.
3. They Hold Your Customer’s Attention
The moment your customer hits subscribe is a crucial part of the sales cycle. It’s when they are the most interested and engaged with your business.
You can’t afford to let that dry up by sending them a perfunctory message that doesn’t do anything for them.
Someone who subscribes to your mailing list is interested in buying from you, but they want to know more first.
Leverage that curiosity—because it’s not coming back.
Take advantage of their enthusiasm and reward your subscribers for joining your list.
4. They Drive More Sales
It all goes back to that open rate I mentioned earlier. It’s a lot easier to get people to say “yes” to a big thing after they’ve already said “yes” to a series of small things.
If a sales rep has ever approached you at a mall kiosk, you’ve seen how this works in person.
They ask you a question, and then they ask you another question, and so on until suddenly you’ve bought $150 worth of dead sea salt scrubs and lotions, and no that never happened to me why would you even think that.
A solid email funnel is about stacking yeses until someone is ready to buy. In this case, they’ve said “yes” to subscribing to your list and “yes” to opening your email. The key is to get them to say “yes” to one more thing.
5. They Give Users Their Next Steps
Your welcome email should be part of a larger message funnel that nurtures your subscribers into buying something.
Use this message as an opportunity to give them the information they need to make an informed purchase.
This is especially crucial if you’re selling a SaaS product or anything that involves a trial subscription.
I’ve said this before, but I’ll say it again: never make it hard for people to give you their money. Make sure you include a button that takes them to your sales page.
When you make it clear why doing something benefits your subscriber and make it very easy for them to do that thing, you’ve set yourself up for a win.
Invest in a Great Email Marketing Campaign
Many people assume that no one opens emails anymore, and email marketing is a wasted effort.
Nothing could be further from the truth.
Yes, a lot of people ignore emails. But you don’t have to have a 100% open rate to generate significant revenue. And if you run an eCommerce shop, not having a great email sales funnel is throwing money out the window. On average, for every dollar you spend on email marketing, you’ll get back 30x that back. Not bad.
Need help crafting your next email funnel? Get a quote!