November 26, 2014
10 Examples of Highly Effective Welcome Emails
One of the most important tools in your email marketing toolbox is an automated welcome email. When new contacts subscribe to your list you want to welcome them to the group with an inviting email. A welcome email is the first friendly exchange between your business and a new subscriber. It sets the tone for future communications and encourages new members to engage with your business. To help you create an effective welcome email, we’ll highlight ten effective examples. These emails come from businesses big and small. For each example, we’ll point out its best feature to show you how to create your own killer welcome email. 1. Write a welcoming note Our first example highlights the importance of a friendly greeting. “One of the key pieces of a welcome email is a warm introduction,” says Tiffany Romero, president of Sway Group, a content marketing agency. The David’s Bridal email above features a great introductory message. It thanks new subscribers for making the company part of their wedding day. You can write something straightforward like, “Welcome to our email list,” or “Thanks for signing up to get our emails.” Edgy clothing company, NASTY GAL likes to say, “Welcome to the party! We are so happy you’ve found us!” Or, you can be a little more formal like David’s Bridal. There’s no right or wrong way to welcome new guests, just make sure it’s conversational and fits your company’s voice. 2. Reinforce perks of your email list It’s always a good idea to reinforce a subscriber’s decision to sign up for your emails. One easy way to do that is to offer a quick “perks list,” which tells subscribers why joining your email list was a great idea. Flood Magazine does a great job of explaining who they are, what their magazine is about and explains that newsletter subscribers will receive “all the best shows, events, contests, and content that your hometown has to offer—right to your inbox. We do the heavy-lifting and you enjoy the rewards.” In the example below, the National Football League (NFL) lists five advantages of being a member of its email list. The NFL’s bulleted list is a good example of how to articulate the benefits. 3. Offer a deal By offering a discount or some sort of gift, you can create goodwill between your business and your new subscribers. It may even entice them to make purchase. San Francisco dance school, ODC, welcomes and thanks new members and/or recipients by giving them a new student special. GAP offers a $15 discount off a purchase of $75 as a welcome gift. It’s a small incentive that can benefit both the company and the new customer. 4. Create a clear call to action Every welcome email should have a clear call to action, Romero says. This email is effective not only because of its clean look and promotional offer, it’s most important aspect is the call to action. Notice how it stands out? The color sets it apart, yet complements the color scheme. The button, rather than hyperlinked text, makes it prevalent. Plus, it’s urgent. The words, “Shop Now,” inspire recipients to act. 5. Shine the spotlight on your product or service with eye-catching images As you welcome your new contacts, it’s okay to put your product or service front and center. After all, your new subscriber asked to learn more about your business or product by subscribing. Give them what they want. Use images to showcase your products like Crocs does here: If you’re a service-based business or non-profit try using compelling or emotion-evoking images that relate to your business; spotlight a successful and happy customer, include a picture of your team or volunteers (who doesn’t love a warm welcome from everyone?), display before and after pictures, or use clean, flat, simple graphics and complementary colors like Birchbox, the beauty subscription box company does: 6. Be mobile friendly An effective welcome email has to look good – and work well – on mobile devices. According toAdobe’s Digital Publishing Report, 79% of smartphone owners use their device for email. The report also says smartphone users are more likely to use their device for email than for making calls. Clearly, creating a mobile-friendly version of your welcome email is important. (If you’re usingVerticalResponse, all our emails are responsive, so they look great no matter what device they viewed on). 7. Add social media buttons Including links to your social media sites is another key component in an effective welcome email. New contacts are curious about your business; otherwise they wouldn’t have signed up. Fuel their engagement by sharing the social media sites your business is on. Take a look at this email below from a British department store. Notice in the bottom right corner there are links to the company blog, Twitter and Facebook page. It’s always a good idea to give subscribers additional ways to get in touch with you and interact with your business.