Your subscribers subscribed to your newsletter because they are interested in what you offer and want to keep receiving news about you. They have already taken a big step to be closer. And now that?
Now is your turn. It's up to you to even give them more than they ask to make them feel special and retain them, since a welcome email is a key piece in the first contact with your subscribers.
Therefore, creating a powerful welcome email is important to earn their trust from minute one. Do you find something lost and do not know how to write it?
No te agobies, porque en este veremos la importancia de este tipo de emails en email marketing, así como algunos trucos y tips para crear un copy impactante en tus campañas. ¡Ah! Se me olvidaba… También te dejaré algunos ejemplos para que te inspires 😉
The welcome email function
Esta primera comunicación con tu client potencial se convierte en una gran oportunidad para impactarles, suscitarles interés con la información que van a recibir por este channel y dejarles con ganas de recibir el siguiente email.
Note: Un email de bienvenida puede motivar al Username a realizar una acción que deseas que realice, como por ejemplo descargarse un contents, completar su perfil, visitar una página o realizar una compra.
Como dato curioso debes saber que los emails de bienvenida tienen un tasa de apertura mayor (un 50 % más) que otro tipo de email. Y además los usuarios que reciben este email interactúan más con la marca.
Tips for writing welcome emails
Before sending any welcome email, I recommend that you take these tips into account so that your email maintains and increases the attention of new subscribers, and thus meets your objectives.
➽ Send it at the right time
This email should reach the user right after he subscribes, instantly. And it is that at that moment you know that you are still connected and can even continue investigating more about your brand.
Al recibir un email de bienvenida en ese preciso momento, les animará a dar un paso más en el funnel from conversion. Este puede ser un simple email de agradecimiento, que tendrá una función de recordatorio y de informar. Existen otros tipos de email, pero para saber más te recomiendo leer:
>> How to write thank you emails for clients <<
➽ Introduce yourself and tell why you (or your brand)
Tell them briefly what makes your product or service different from others. Try to summarize in one sentence who you are, what you do and how you can help them achieve X.
Important: Do not forget to put, at the end of the email, the name of the company or the signature and the position of the person in the company that addresses the user.
➽ Throw a promising message and deliver on it
Después de presentarte, debes mostrar algo de valor o que be relevante para estos suscriptores. Normalmente, en este punto debes contarles qué se van a encontrar en tus newsletters o boletines informativos. Eso sí, luego deberás cumplir con lo que les prometiste.
For example: If you promised the user before signing up that they could get a discount coupon or valuable content, you must follow through. Otherwise, you will generate mistrust.
➽ Customize your message
Si sabes el nombre de tu subscriber, utilízalo en tu email de bienvenida. Eso transmite cercanía e, incluso, puede incrementar la tasa de apertura.
In addition, if you automate your emails, the fact of personalizing your messages will make your shipments not so robotic.
➽ Añade un call to action attractive
El call to action o CTA debe ser atractivo, con un color llamativo, y fácil de encontrar para que el usuario haga clic en él fácilmente.
Por otro lado, si incluyes más de un CTA, ten en cuenta que este debe tener un único target y dirigir a un único sitio. Así no despistaremos al usuario.
➽ Link to valuable content
Si tienes un Blog con contenidos de valor, sobre una temática que puede interesarle a tu nuevo suscriptor, es ideal que incluyas en tu email de bienvenida enlaces a este contenido más educativo. Con esto conseguirás que el suscriptor resuelva dudas y siga dando pasos por el funnel de ventas.
For example: Si ofreces como producto una herramienta de análisis para redes sociales, puedes aprovechar el email de bienvenida para enlazar a un post educativo que hable sobre cómo usar esa herramienta.
➽ Show how to contact you
Leave your users other means of communication in case they need to resolve any issue. If you have a presence in networks, let them know in which networks you have a presence. You can also leave an alternative email or phone number.
➽ Create a design aligned to your brand
El diseño de tu email de bienvenida también importa. Para que el suscriptor te reconozca enseguida, añade en el template tu logo, utiliza tu tipografía corporativa y añade los colores que utilizas en tu Web para transmitir tu esencia de marca.
Welcome email examples
These are some examples of welcome emails that some brands have created to surprise and attract the attention of new subscribers:
1. Welcome email to a client
When someone makes a purchase for the first time, after registering to make the purchase, the user will receive a welcome email.
In a welcome email, it is not bad to include the summary of the purchase, the benefits you will get and some links to further information.
Aquí podemos ver cómo lo hace Amazon Prime:
2. Welcome email to a company
For example, Crowdin is a platform for translators that makes the translation process easier. His welcome email is a greeting to the new subscribers, where he asks them to activate the account in order to use it. Although, from my point of view, it lacks customization.
Also, in a welcome email to a company, it will find a link with relevant information that will take you to a guide to learn how to use the tool.
3. Welcome email to an employee
This type of email is common in large corporate companies, where the CEO of the company or manager welcomes, with a positive and motivating tone, a new employee.
Example of a welcome email to an employee:
The success of our company lies in teamwork. For this reason, we always bring out the best in ourselves by working side by side. We welcome you to our team and we want to make you feel like one more in our work environment. We are glad to have you with us!
CONCLUSIONS:
The welcome email is an opportunity to jump-start your new subscribers and keep them moving through the conversion funnel.
I recommend that you automate this email right after registration and that you take note of these copy tips if you want to arouse interest with your message to new subscribers. If your message is not relevant to them, it is likely that you will not achieve your goals and many will even unsubscribe. So be careful!
The key is to analyze the copy of your message well to leave the subscriber wanting to receive the next email. And in not neglecting its design, adding elements aligned to your brand so that they identify you quickly and generate trust.
