Why Your ‘Welcome’ Email Could Be The Most Important Online Content You Send . . . Ever
Making Your Welcome Email Memorable
“The money is in the list.”
Yes, it’s an oft repeated phrase that has become something of a cliché in marketing circles.
And for good reason.
Type the phrase into Google’s search engine and you will get an impressive 3million+ results returned – it’s that significant.
Your list comprises a database of ready-made sales prospects, but only if you treat them right and not simply view your sign-ups as a ‘cash cow’ to be milked at will.
Remember, these people have volunteered their contact details to you possibly in return for an (ethical) bribe, or perhaps because they are interested in what you have to say, and (hopefully) what you have to sell. But attempting to get them to part with their cash before you have established a trusting relationship with them is simply asking for trouble.
To this end, all your email communications will be important, but there has to be a definite emphasis on your ‘Welcome’ email – this one really does have the power to get your relationship started on the right footing. Not only that, but early engagement with prospects is proven to help boost future promotional campaigns also.
Here are 6 tips for making your ‘Welcome’ email memorable:
- Your ‘Welcome’ email should be sent within 15 minutes of someone signing up to your list for maximum impact.
- “Welcome to XYZ Company” isn’t as enticing as: “Hi Sarah, Welcome to XYZ. Enjoy 15% off your first online order!” (In other words, include an incentive for action in your email’s subject line).
- Don’t try and cram everything about your business into one email. ‘Information overload’ is one of the main reasons consumers unsubscribe from a list. Keep your first communication simple, engaging and action-oriented.
- ‘Member get Member’ is another way of asking your prospect to recommend a friend. “Hey, Sarah, tell your best friend about us and enjoy a 15% saving on your first order (Each!)” Many of the well-known high street stores use this tactic to good effect.
- Allowing your sign-ups to personalise their email offerings can result in more sales. For example, Ticketmaster’s ‘Welcome’ email says: “Tell us about your favourite artists and shows and we’ll send you a Performer Alert 24 hours before tickets go on sale.”
- Make signing up a breeze. You do come across websites where the brands concerned practically ask for your life history before you get to become a member. Asking people to jump through hoops before they get your ‘Welcome’ email means you will miss a vital opportunity to get more prospects into your sales funnel. Let people volunteer additional information later if they need to (at the point of sale for example). By making your sign-up process as simple as possible – just a name and preferred email address – you will be exploiting your sales potential to the max.
Your ‘Welcome’ email could turn out to be your highest-performing email ever – so you had better prepare to deliver a great first impression.
As an online marketer, building a list is a vital part of your business marketing. These ideas will help you plan your ‘Welcome’ email – arguably the most important content you will send to your sign-ups, ever.