Biz Tips: How To Make A Great First Impression With Your Welcome Email

Biz Tips: How To Make A Great First Impression With Your Welcome Email

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How To Make A Great First Impression With Your Welcome Email

A small business guide that will make you amazing at customer relationship

“Trendy young man in a trenchcoat holds a romantic bouquet of flowers” by Shamim Nakhaei on Unsplash

Making a good first impression matters! As you can see in the photo above the man is prepared to meet his date. He has his hair done, he is well dressed and has a gift… a flower… Your business has to be like this man…

Today you will learn how to introduce new email subscribers to your business. This is going to start a relationship with them that will make them become your customer.

Today we will discover:

  • Why and how we should send a Welcome Email
  • What a welcome email should do
  • 5 key elements of a good welcome email
  • What to do after the first email to continue developing the relationship
  • What to do next

Why and How we should send a Welcome Email

This week I wrote an article where I talked about how to create a good free gift that will make people want to leave their email address in exchange for your free gift. If you didn’t read it I suggest you do so by clicking here!

Image created by me with Canva.com

In real life, if you are at a networking event and discovered a person you like you would ask lots of questions to find out more about him or her… At some point is going to be your turn to be asked questions and talk about yourself. In this situation, you would not run away and ignore that person. You would answer the questions and continue the conversation. This is what a welcome email does. It continues the conversation by introducing yourself, your company and your values to your new email subscriber.

When someone subscribes to your email they are very interested in hearing from you and your business. Statistics say that, compared to other emails, the welcome email is 4 times more likely to be opened and 5 times more likely to be clicked. (a report by Experian Marketing Service)

You can’t leave this first email to the default autoresponder message “Please confirm your email by clicking here…” This is a free marketing channel for educating your new people about who you are, what you do, what makes you different and why they should buy from you. Done right this sets the tone for your future communication and encourages the prospect on the path to becoming a client.

Email has an ability many channels don’t: creating valuable, personal touches — at scale. — David Newman

Email marketing is still working today. All the people that say that email is dead are forgetting that you still need an email account to activate your google play if you are an Android fan, you still need an email to create a Facebook/Twitter/Instagram/Pinterest/etc account and you basically can’t do anything online without having an email. Is it true that the days when people were reading every email are gone? Yes, it’s true, but if you know how to stand out email marketing can still work out very good for you.

A large technology firm, Gigaom Research conducted a study and discovered that 86% of digital marketers at companies of all sizes regularly use email marketing. They also consider it more effective for awareness, client acquisition, conversion and retention than any other tactic.

This is why email is still a great marketing channel and can become one for you as well.

After you collect the person’s email by sending him the free gift (as we discussed in the previous article), you send the welcome email. Be sure to have the same kind of language on the page where the person left their contact data, on the first email and on the free gift. What do I mean by that? If you said on the sign-up page “By getting this guide you will be able to create x new cakes, Make it a great day, Emily”, be sure the welcome email and the guide to have the same friendly attitude and the same name. This is going to add congruity to your message and people are going feel more secure consuming the material and learning more about you.

What a welcome email should do

Inform

Photo by Roman Kraft on Unsplash

You don’t know what a prospect will do before he receives his welcome email. Some will search you online and read about you for 30 minutes some will just take a glance look at your site. This is why the first email should be used as a way to introduce your client into your world. If you want to get this to the next level add links to your email to your bestselling products, customers testimonials, frequently asked questions and some of your best blog posts.

Engage

Engagement is very important online. If a customer doesn’t open your emails, you will soon get thrown away to Spam or Promotion folders and your emails are not going to be seen again. The difference between that and an email that gets delivered to the inbox folder is the engagement rate. Try to take people from your email to your other web properties. This is going to make them engage with you and email filters are going to know that they really like receiving emails from your company.

When you go to a bar and start talking with a beautiful lady, the best thing you can do is to move around with her. This way she starts feeling comfortable with you, she starts trusting you and she is starting to get used to moving from place to place with you. If you do this right at the end of the night she is going to want to walk her home for just one coffee and we all know what is the end result of the coffee. You have to do the same with your customers. If you move them around from your website to email, from your email to Facebook, from Facebook to Twitter and so on, they are going to start trusting you’re and finally they will become your client. This is a great and ethical way to influence your prospects and educate them.

Connect

As I was saying above, you have to give someone the opportunity to connect with you on other social media sites. Communicating with your prospects only on email can become overwhelming for them. Social media channels allow you to stay in touch more frequently with your customers and prospects. This allows you to distribute other kinds of media to your prospects like audio and video content.

Why waste a sentence saying nothing? — Seth Godin

5 key elements of a good welcome email

1. The introduction — here you are going to talk about your company and about the person that send the email. That person can be the CEO or the marketing director. People love connecting with people and if you are personal they are going to feel more important and will want to find out more about you.

2. The expectations — how often you send emails, what are the emails going to contain, etc.

3. The benefits — dedicate this part of the email to explaining what subscribers are going to learn or gain because they made this intelligent decision to subscribe to your list

Photo by Tine Ivanič on Unsplash

4. The next step — Here you are going to ask for a favor or two in return. These might be small free things like whitelisting your email, following you on Facebook or Twitter or answering a short survey that might allow you to discover more about your target market.

5. The open loop — give your prospects a short glance at what is ahead. Tell them what emails are you going to send them and how these email can benefit them.

What to do after the first email to continue developing the relationship

Step 0: After the welcome email the first step of marketing is complete. In this step you introduce yourself to your new prospect, now is time to follow the other steps to make your prospect become a customer.

Step 1: First we are going to focus on making an offer for your new subscribers. Here you have to take in consideration what the prospect subscribed for. When making an offer, the product has to be related to your free gift. Also, the price of the first offer should not be too high. If you gave away a guide “10 ways to shoot better photography with your smartphone” maybe you could offer them an “Advanced smartphone photography Program”. Offering them something that is less than 50$ is going to consolidate the relationship and you are going to move them from prospect to customer.

Step 2: Second we are going to move the people that bought to a new list and offer them the opportunity to buy more. When people are in buying mode, with they wallet (credit card) open they are more willing to buy more. Statistics say that 5–10% of the population will always want to buy more and become premium. Doing this is going to help you in the next step.

Step 3: Here is where you move people to different lists by segmenting them by interests and buying patterns. If you have a list of people that bought a $17 product and a list of people that bought a $997 product, you are going to market differently to that two categories. Also, you can segment your list by interests. Maybe there are people that are interested in night photography, face photography and wedding photography. By having 3 lists you are going to be able to create better content for each segment. In order to create this segmentation you can use surveys or you can create different free gifts and offer people the ability to choose what they want to receive.

Market segmentation is a natural result of the vast differences among people. — Don Norman

Step 4: This is not a good place to be, but unfortunately it happens. At some point people on your list are going to stop opening your emails, clicking on your links or purchasing from you. Now is time to re-engage them and if that doesn’t work you have to let them go by unsubscribing them automatically. If someone goes dark on you he is going to hurt your rates and if you don’t get good open/click rates, your delivery rate is going suffer. Re-engaging them is done by sending them something useful for free or at a special price. When you got them the email marketing machine starts the process from the beginning.

What should you do now

Go read this article again and select what you liked most and tweet it using my Twitter handle @AndreiRebegea

This is going to help me learn more about what you liked most and is going to help me create better articles for you.

Second step look at you welcome email and think on how could you apply what you learned here to it. How could you inform/engage/connect with your prospects? Is your welcome email congruent with the 5 keys of a good first email? How can you apply the 4 steps to convert your prospect to customers?

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How To Make A Great First Impression With Your Welcome Email was originally published in Marketing And Growth Hacking on Medium, where people are continuing the conversation by highlighting and responding to this story.

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