The contemporary customers are impatient with everything arriving to them from the Internet. This is so because of the very pace the modern world keeps. We are accustomed to making quick decisions with the abundance of information we have to digest during the day. However trivial it may sound but the customer attention is what all brands are fighting for. The nowadays internet users are clearly aware of what a huge favor they do for brands while subscribing to the newsletter on websites and apps – the digital marketing tricks are hardly secret.
What sequence of actions does the fact of subscription hint at? What are Bob and Alice expecting from a brand after getting in its database via subscription? It is like a football game: the subscription as such passes the ball to the brand’s side. Moreover, even the simplest signup procedure requires time, efforts, and motivation from the customers. Proceeding it they demonstrate their initial interest in a brand. After that, the customers have the right to expect a brand grabbing their attention with everything inherent in the customer-brand relationships. And immediately. The welcome email is the right and even mandatory solution in such a case.
Don’t ever make your subscribers wait
The common good manners along with the major rule of etiquette require saying “hello” when people meet for the first time. But the warm greeting is not enough when it comes to a welcome email. The greeting should be personalized since the majority of the subscription procedures includes the “name” line to be filled. We all are egocentric to one extent or another, and addressing subscribers by name can ingratiate a brand to the new customers. Just like any other common greeting, the welcome email should appear immediately after the subscription as if a customer said “hello, I’m here” via signing up. A durable waiting for a welcome email can easily frustrate the subscribers who can recognize it as the irreverence of a brand. After all, a subscriber was the one who extended a hand first.
Appreciate your subscribers with a promise
The first personalized welcome email can be very brief containing only “hello” and “thank you for joining”. Most likely it will meet your customers’ expectations under the condition that they receive the email immediately after subscription, of course. Many big brands emphasize their gratitude to the subscribers in the first welcome email without overloading it with any other content.
However, some intriguing promise with regard to what the customers can expect next will never be redundant. A brief description of both the agenda and content of the upcoming email campaign is a good practice which can motivate the subscribers to open each subsequent message. Such a promise does not guarantee that the open rate of your emails will be increased by the order of magnitude. However, this is a well-tested technique able to drive the transactions rate and revenue per email by dozens of percent.
The revolver-like series of welcome emails work better
The first brief “thank you” email can be effective and sufficient only if the next email containing more interesting consumer-relevant information comes shortly. It means that the first “abstract” gratitude needs to be followed up with the second email having an appropriate promotional content along with a particular call to action. The sequence implies a series of welcoming emails engaging the subscribers in a brand’s activity gently but without undue delay.
The series can act like an onboarding step-by-step process for newcomers who should be introduced to a company’s workflow. Video content is worth applying here since it fits the intro assignments well. We have to remember that the customer’s patience is not limitless, and they can lose their interest soon if we delay with getting down to business.
An instant getting into business can add value quickly
Although a series of welcome emails is an effective and a “polite” method of gaining customer fidelity, many famous brands prefer to take the bull by the horns at once. Their assumption that the subscribers are informed about the products and services of a brand quite well suggests skipping the step-wise welcoming process. In most cases, the subscribers are aware of what they are looking for, and the brands get to the value generation quickly.
Often, the signup incentive gives the subscribers a particular promise. A discount program, a coupon, an early update or whatever else it implies, the brands have to start fulfilling that promise with the very first email. Another benefit of this approach is that a brand doesn’t need to figure out when to stop the welcoming program because it has already shifted into promotion quite organically.
Don’t compromise your first impression
To get excited or to feel regret is the alternative user experience your first welcoming email can bring to the subscribers. The first impression is crucially important since our human memory catches the first event from the series of similar events best. “Don’t overlook the design of your welcoming email” sounds identical to the famous “Don’t eat garlic before a date”. Indeed, you will never get a second chance to make a first impression on your subscribers than through the welcome email.
Develop your welcome email carefully applying the relevant tests to be sure that the design renders properly on both desktop and mobile platforms. Such a practice implies creating a test message which has to be opened with various email clients on different devices in order to check how it behaves. Check how responsive your message is before your customers see it on their screens.
The size of mobile screens, for instance, can make your reconsider the length of your email subject line along with the size and positions of tabs. Since the mobile users’ audience is significantly larger than the one of the desktop users, the so-called finger-friendly design of your call-to-action tabs is strongly recommended.
Recognize your subscribers properly
The non-customers who have just signed up on your website differ from the actual existing customers in both the behavior and expectations. This obvious fact implies different actions a brand should perform towards the different audience. You should clearly realize who is who in your database to act accordingly. It can seem weird when your existing customer who made a purchase before receives a welcome email describing who you are and what you do. At the same time, such a content can resonate well with what a non-customer may expect from your first email.
Thus, the type of the customer engagement relies on the context of the relationships between a brand and its subscribers. Follow that context to personalize both the content of your messages and the intervals between them. The proper strategy implies incentivizing your non-customers to make the first purchase while your actual customers can be suggested to follow you on socials. Such an optimization of your email campaign can increase interactions with your subscribers adding more value to your brand.
The signup procedure and the first welcome email are the two sides of the same coin. The valuable customer attention is paid by that coin. Signing up on a website, a user extends a hand to a brand whose task since that moment comes to turning the user into a regular customer. The immediate response of a brand in the form of a welcome email is what the users expect just after subscription. In many cases, a single email is not enough to welcome the subscribers, to thank them for joining, and to start the promotion. A revolver series of welcome emails is worth applying especially when the subscribers are not familiar with a brand.
The first welcome email may contain some intriguing promise to the customers while all the subsequent ones should fulfill the promise providing discounts, coupons, membership, and whatever else a brand can offer. The proper timing, relevant content, attractive design, and correct distinguishing of users constitute the factors of the good first impression that can significantly increase both the customer engagement and revenue of the brands.