After a consumer started a relationship with you and he gave you the permission to make him part of your email marketing campaigns, you need to have a reaction to his action, to answer somehow. When someone subscribes to your newsletter is important to have an autoresponder campaign set so you can confirm the registration and welcome him properly. If you are using the double opt-in subscription method you should use the confirmation email to thank the user.
With welcome emails you will get good results because the user just subscribed, so he is waiting information from you, he is waiting for a confirmation that he will receive something. That is the moment when the consumer is interested in your products/services and you can easily get his attention.
Welcome email content
- A link to confirm the subscription to the newsletter;
- A thank you message for the subscriber;
- A request to add you to his Address Book;
- Possibility to set preferences.
Advantages of welcome emails
- High open rates: welcome emails get high open rates because they are sent when the user just subscribed, so he is interested in your brand.
- Easy to do: they don’t require big investments in time or money. You have to create a template for his emails, and set autoresponse campaign at each subscription.
- Build the relationship: with welcome emails you thank your subscribers for giving you the permission to email them.
- You set expectations: you can use this email to give subscribers the opportunity to choose what information they want to get by using the Preference center.
- Improve delivery rate: welcome email is a great pretext to ask them to add you to their Address Book to make sure they will receive all the emails in their inbox.
- Offer a reward: in the welcome email you can offer a voucher or a discount for the order/action.