Maximising Your Return On Welcome Emails

Last week we established why welcome emails to new subscribers are so important. Today, we explore how to ensure your first mailing gets the best results.

Andrew McDonald

7/29/20222 min read

If someone spoke to you at a networking event, you wouldn’t keep them waiting for a reply. Nor should you when a potential customer reaches out to you via your newsletter. They have taken time out of their day to fill in your subscription form, the least you can do is let them know you’re grateful.

You never get a second chance to make a first impression. A timely welcome email, and by timely I mean immediate, sends the message that you value your new subscriber. Not only that, it sets up the relationship for the rest of the email sequence which could span weeks or months. It’s also a great opportunity to encourage them to like or follow your social media profiles so you get their attention there too.

We’ve already discussed why promptness helps ensure a great first impression. So too does personalisation. Think about it, you subscribe to a newsletter and the welcome mail arrives in your inbox. You open it eagerly... and it starts ‘Dear subscriber’. OK, it’s much better than not receiving one at all, but it doesn’t exactly make you feel special or valued. “Dear (your name)” does that so much better and it’s really not difficult to set up. There are plenty of marketing mail platforms which will do exactly that for you with just a few clicks.

A little more technologically advanced, but super effective is personalising product recommendations. For example, I’m a big St. Helens rugby fan. Now the Saints, as we supporters know them, could tailor their mailing list so a welcome email arrives in my inbox promoting replica match jerseys and leisure shirts as that’s what my buying habits indicate I’m most into. The same message opened by my friend in his inbox might suggest jackets and coats if that’s what he most likes. Simply put, it means we’re getting mail which is highly relevant to our desires. As I said, it requires a little more technical savvy but it is very achievable.

A final tip is to optimise your welcome emails, and indeed any other electronic mailings, for mobile. People are using their phones in ever-increasing numbers to access all sorts of online content. A message which looks great on a desktop may look awful on a smaller display... or it might not be readable at all. It makes sense then to ensure yours looks good on both platforms so you get the maximum benefit regardless of whether the recipient reads your mail at their desk or on the move.