12 Tips for Designing an Awesome Welcome Email

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The welcome email, typically triggered upon joining a mailing list, is one of the most important emails a customer will receive during the course of their relationship with a business. As the crown jewel of any retailer’s email marketing effort, the welcome email sets the tone for the type of relationship a business hopes to build with its customers, and can serve to aid or hinder a brand’s image.

Whether a welcome message is presented in a magazine style ad or more of a hero image representative of a business’s website, a well-designed welcome email aims to inspire brand loyalty and entice its recipient with a sense of exclusivity, excitement, or other powerful emotion. According to a study by Experian, welcome emails not only generate 4x the total open rates and 5x the click rates of all other promotional emails, but they also have a transaction rate 9x higher than bulk mailings! With welcome emails less likely to be regarded as spam, and frequent strong call-to-actions, it’s really no surprise that this single email can produce such phenomenal numbers.

A welcome email is not only a golden marketing opportunity, but a cause for celebration too! You’ve secured yourself a subscriber, and it’s up to you to do everything you can to keep them – starting with the very first email your customer will receive from your store.

Let’s take a look at some of the ways you can optimize and customize your Welcome Email to start increasing opens and conversions today.

  1. Use the Word “Welcome” In Your Title

The word “welcome” sets your introductory email apart from other promotional emails, and ideally should be the first word to appear in your subject line. But the word “welcome” alone isn’t enough to appeal to your customer. Spend time A/B testing to see which alluring subject line best matches your store’s brand and image. You may want to opt for humor, excitement, or something a bit more subdued if you’re selling elegant or luxury products.

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  1. Send Your Email Promptly

The majority of retailers send out their welcome emails immediately after sign up, and for good reason too! Customers who have just signed up for a mailing list have expressed genuine interest in a brand, an intent to purchase, and a request to build a relationship. Unfortunately, this window of opportunity is relatively small. A welcome email arriving days or even hours later not only poorly represents a company, but will more than likely result in the loss of a potential customer.

  1. Personalize Your Greeting

There are numerous ways to collect emails for your mailing list, including the checkout process, a sign up box on your home page, or a pop up box that advertises a strong call-to-action. If you’re able to acquire your subscriber’s name, feel free to use it in your email. Customers have a stronger reaction to content when a message appears to be tailored specifically to them. A name at the start of an email allows a brand to individually connect with a shopper, despite it being an automated message.

  1. Request for Whitelist

Once you’ve acquired a subscriber’s email, one of the first things you’ll want to do is ensure all future promotional emails land in the customer’s inbox instead of their junk folder. Asking a recipient to add your email to their white list, either via the header or footer of the email, is a great way to accomplish this. Consider adding safe sender instructions in your email for recipients who may not be familiar with the process.

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  1. Request Information for Personalized Emails

Your subscribers may have all signed up on your home or checkout page, but that doesn’t mean they all share the same interests or preferences. Depending on the type of product(s) you sell, you may benefit from personalizing future emails. You can accomplish this by acquiring additional information from your subscribers, such as what types of emails or what kinds of products they’re interested in.

A subscriber is less likely to feel “spammed” when they receive information personally tailored to their shopping habits, rather than receiving mass generic emails that may not contain offers or information deemed valuable.

  1. Set Expectations and Reinforce Value

Once a subscriber has signed up for your newsletter, it’s only polite (and logical!) to give them a glimpse of what’s to come. Most retailers typically include a rather vague message akin to “Now that you’ve subscribed, you’ll be the first to know about our future products and deals.” Consider spicing up and reinforcing your mailing list’s value with additional perks that’ll really incentivize shoppers to always open future emails.

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  1. Promote Social Pages

Your social media pages are (hopefully) up-to-date information-hubs that reflect the latest news, sales, and discussions. Give your subscribers a chance to follow your brand by promoting your Facebook, Twitter or other social accounts right in the footer or header of your welcome email. Reinforce the value of these pages by giving readers a taste of what can be expected by following your page, such as sweepstakes, exclusive product previews, and more.

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  1. Evoke a Powerful Emotion

The design of your welcome email, from color palette and font to images and copy, should elicit a powerful emotion that resonates with your store’s brand. You may want to adopt a humorous, elegant, or edgy vibe that matches your image and product.

When crafting your email, ensure all components create a cohesive message that reflects your business’s tone and message. Your brand should always maintain a consistent image, so don’t stray too far from your already established marketing tactics and designs.

  1. Showcase Content Marketing

If you’re in the business of creating new, awesome content to bolster your SEO efforts, why not promote it right in your welcome email? Show subscribers that you’re actively engaging, creating and discussing important issues related to your brand, product or industry. Today’s shoppers are looking to purchase from business’s they trust, and few measures can instill such a powerful emotion like an active online presence.

  1. Tell Your Story

Aside from your About Us page, your welcome email is perhaps the greatest place to share your business’s unique or exciting story. Telling your story is a unique tactic for differentiating your brand from your competitors, an essential marketing tactic if you’re competing in shark-filled waters. Providing readers with a memorable recap or highlight of your business’s early days can help promote brand loyalty and establish a personal connection with readers.

  1. Appeal with an Offer

Countless retailers offer vouchers or incentives to push their visitors to sign up for their mailing lists. It’s perhaps the single most popular welcome email tactic – and who can blame them? It’s a tried-and-true tactic that’s continued to lure in deal-and-discount hunters for years. Whether you’re offering a free product, a one-time use percentage-off coupon, or free shipping, an offer is an excellent way to start building a positive lifetime relationship with new subscribers.

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  1. Ensure Mobile-Friendliness

An increasing number of emails are opened on mobile devices, with recent reports suggesting that mobile email opens have now surpassed desktop (54% for mobile!). Consequently, it’s of paramount importance that you go the extra mile to ensure your welcome email looks awesome not only for desktop readers, but for your mobile readers as well. Failing to deliver a memorable mobile experience will not only make your brand appear out of touch with today’s trends, but will probably result in countless lost sales too.

Hit the Drawing Board

If you’re not satisfied with your welcome email’s opens and conversions, try your hand at some of the above strategies. Not all of these tips will necessarily work for your business’s approach, so it’s best to run some A/B testing to ensure your email works with your brand and image. Most importantly, like all other aspects of your eCommerce store, keep your email’s content fresh and up-to-date for optimal impact and maximum conversions.

7 Tips for Writing Great Email Subject Lines

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Picking a great subject line for your email campaigns is a lot like playing roulette – sometimes, without A/B testing campaigns, it’s impossible to know where your efforts will land. But with email marketing playing a major role in the short and long-term success of your business, it’s imperative that you take steps to ensure you’re sending out awesome subject lines that won’t alienate your readers.

According to studies, the two most important factors to determine whether an email is opened are the sender (64%) and the subject line (47%). If that’s not impressive, take into consideration that 35% of recipients open emails based on the subject line alone.

A single line of text can have a major impact on the effectiveness and outcome of your email marketing campaign. If you’re looking to increase your open-rates and drive sales to your online store, take into consideration the following do’s and don’ts of subject lines.

1. Avoid spam triggered words

Certain keywords have a tendency to trigger spam filters and/or cause recipients to quickly mark your mail as junk. According to email marketing service MailChimp, words commonly triggered by spam filters include “help,” “percent off,” and “reminder.” Try and avoid these common sales-pitchy words if possible. You’ll also want to tone down your sales pitches by refraining from ill-received punctuation such as all caps and an overuse of exclamation points.

2. Add urgency by including a deadline

Create a sense of exclusivity by including a deadline in your subject line. Shoppers are always on the lookout for hot deals that promise great bang for their buck, and are more likely to open your email if a sense of urgency is established. Let customers know that your limited-time deal is just that – limited, and push customers to take action sooner rather than later.

3. Keep your subject lines short and sweet

Email recipients browse their mail in a hurry, scrolling through countless advertisements that continually promise timeworn, hackneyed deals. Ensure your email doesn’t drown in a sea of trite clones with a short yet captivating subject that’ll draw eyeballs like moths to a flame.

4. Pose a question

Your email recipients are inundated with countless promotional emails that for the most part, pretty much all look the same. Nearly everyone advertises Labor Day, Black Friday, and Cyber Monday deals. And while these are great days to market your store, your subject line doesn’t need to follow the masses.

Shoppers are curious by nature, and nothing will get their attention faster than a subject that poses a question. Just remember that your body needs to provide the answer; don’t leave your shoppers hanging with more questions than answers.

5. Personalize your message

Everyone loves to feel special, even in the eyes of their favorite brand. Your email campaigns are sent to hundreds and thousands of individuals, but that doesn’t mean you can’t personalize your message. Including your recipient’s name in the subject line is a proven tactic for increasing open-rates. People love to see their name, and are more likely to find your content of interest when they believe it’s tailored to their interests or benefit.

6. Make your subject lines mobile-friendly

Billions of people use their mobile devices to check their email at school, work and nearly everywhere on the go. This tip goes hand in hand with keeping your subject lines short and sweet. While longer openings may seem more appealing, especially when you’re desperate to pack a bunch of info in a short space, it’s important to remember how this will appear to mobile viewers. Keep in mind how and where shoppers are reading their mail and always optimize your subject lines accordingly.

7. Switch up your subject lines

Your last 5 email campaigns may have all been related to a 25% discount or free shipping, but that doesn’t mean you need to use the same subject line over and over. Every piece of produced content from your business should always be new and fresh. Recycling your words will decrease the value of your perceived deals, and may cause shoppers to quickly lose interest with a business that’s stuck on repeat.

Getting Personal With Your Customers

Generally, online shoppers prefer a more intimate shopping setting, with no checkout lines and no pushy salespeople. But that doesn’t mean online shoppers don’t want or appreciate a personalized touch from their online retailer. In fact, almost 50% of people would rather shop on a site that offers personalized product recommendations.

So how can you personalize your customer’s interaction with your online business? The answer is simple: newsletters. Email newsletters are an efficient way to customize the shopping experience for a large group of customers simultaneously.

Let’s look at some of the key reasons newsletters are important. Newsletters help: Continue reading Getting Personal With Your Customers