Between 2014 and 2018, the average office worker received about 90 emails a day and sent around 40 business emails daily. We can infer that, with the addition of so many different kinds of technology and with faster overall connection, that number has increased during 2019, and will likely increase again in 2020 and so on. What does this mean for you and your business? You have no time to waste. Start crafting a welcome email now.
More email marketing related articles from HVMA:
What is email marketing? Email marketing is the act of sending a commercial message, typically to a group of people, using email. In other words, every email sent to a potential or current customer could be considered email marketing. In general, the actual opening rates of these emails are between 10 and 20 percent. If you want to raise those numbers, you’re going to have to take advantage of the most important aspect of this kind of marketing: the welcome email.
The Importance of Email Marketing
The welcome email is your company’s ticket to success. Without a good welcome email, potential customers won’t pay any attention to it, and instead, move on and forget your business altogether. This is the exact opposite of the outcome you want. You want people to read your welcome email, absorb its message and the overall message of your company, and become a customer for life. With a little bit of tweaking, this can all be yours.
If you don’t think that a single email can hold the fate of a company in its contents, you are sorely mistaken. The welcome email is essentially the lifeblood of your company and has the ability to determine your company’s success or lack thereof.
Unfortunately, many business owners tend to overlook the importance of the welcome email. They tend to get sloppy sometimes and don’t send it until a few days after someone subscribes to receive emails from a certain company. This is a huge problem, as once people move onto something else, their brain is into something entirely new. You have to act fast if you want your business to stay at the forefront of their minds.
Timing is Everything
In order to stay at the forefront of someone’s mind, you have to send out the welcome email as soon as possible. If you time it just right, they’ll receive it, read it, go to your website, and hopefully make a purchase. If they have a good experience browsing through your products and services, they will hopefully return to make another purchase and become lifetime customers. Even better, they might even tell a friend of everything you have to offer, making them register to receive emails, too. Thus, the cycle begins.
To think it all started with one welcome email.
Not only is the timing of the welcome email important, but also the content inside of it. You want to have relevant information that’s applicable to your brand. Don’t waste time writing about things that aren’t related to your company; people don’t like to waste their time as they receive so many emails in a day as it is. When you put irrelevant information in the welcome email, people are far less likely to read it, let alone open it.
Be Catchy and Fun
Always have a catchy subject line. You want to get their attention as soon as possible. Saying something mundane, ordinary, or boring isn’t going to cut it. With the rise of instant entertainment whenever we want it, our collective attention span has decreased from 12 to eight percent, meaning if we don’t like something right off the bat, we aren’t going to like it ever. Use your creativity and create something that people will want to read about. Email marketing leads to higher opening rates because you know exactly what content to target people with. By looking at the data, you know what your audience responds to. By specifically putting content in newsletter for your target audience, they will engage more. The more engagement you get, the higher your opening, click, and conversion rates will be.
Everybody Loves Free Stuff
In addition to showing off your goods and services in the welcome email, you want to offer your customers something. Usually, when someone signs up to receive emails from a business, they expect something free or discounted in return. Advertise a promotion, a good deal, or something equally as useful to them. Give them a reason to want to keep buying things from you. Free things are a good reason.
If there’s anything you take away from this, it should be the fact that you never underestimate the power of a welcome email. It can change the course of your business with a customer forever, so treat it with care. Always time it so that when someone subscribes, it goes straight to their inbox after they give you their email. Keep the information relevant and up to date, and always make sure it contains links to other areas of your website.
Welcoming the Welcome Email
Drive as much traffic as possible to your website through your emails. Make enticing offers to have customers for life instead of just for the moment. Continue to send regular emails with equally as engaging content so that your subscribers can know to expect great things from you on a regular basis.
The welcome email is the beginning of it all. What are you waiting for?