Once a person makes a first purchase from your website, creates an account or signs up for your emails, your company faces a significant challenge: how can we continue to keep this individual interested in our company today, tomorrow, next week and the following months after this initial interaction?
This person has taken the first step and now it’s time to make your customer feel all warm and fuzzy about your brand. At the very least, keep reminding him or her of how you can make life easier so you’re top of mind. To accomplish this, consider creating a Welcome email or email series that will enhance your company’s image and improve your customer’s life.
As reported on Econsultancy's blog, the average open rate for triggered emails (which includes Welcome emails) is often consistently high around 45% to 55%. Capitalize on this important moment by thanking the customer for the interest/purchase, showing how you can make his or her life better and potentially giving a little reward. You'll want to make people feel welcomed, set expectations of what will come next from your brand (this will encourage customers to look out for your future emails) and educate customers on how they can best use your company to enhance their own lives.
Next, we’ll discuss a few examples of well crafted Welcome emails that you can use as idea starters for your own Welcome emails.
Welcome To Golfsmith: Here’s Our Gift To You!
The subject line is strong and straightforward by welcoming the user who has just signed up for Golfsmith’s emails. It also alerts the user that there is a special welcome gift waiting inside. Even before this individual has made a purchase, Golfsmith is rewarding the user with an offer and free shipping to make the user feel appreciated and give a clear next action to encourage engagement.
Welcome Aboard! Ready to Get Half Off?
In this example, Groupon intelligently uses their first email to encourage Gmail users to move the Groupon emails out of the Promotions tab and into the Primary tab. They also use their secondary modules strategically. One module asks users to fill out their preferences so Groupon can tailor future emails to include deals that would be more interesting to the customer's specific tastes. Another module educates people on the customer service guarantee to overcome any possible concerns someone unfamiliar to Groupon might have.
In the following email, Groupon continues to reward the customer for signing up for their emails by sending a “Just For You” deal that’s “reserved specifically for” the customer.
Special welcome deal for you from Dunkin’ Donuts
Welcome to DEWALT!
The branding on this Welcome email is distinctive and really gives the user the experience of the DEWALT world. After alerting users about the different types of content to expect ("from product updates to exclusive offers"), DEWALT asks users to update their email preferences so they can receive more tailored and relevant messages.
Welcome to Hipmunk!
This Welcome email comes from the travel industry site Hipmunk and does a great job of setting expectations of what’s coming next ("news, deals and tips") while also educating customers on the possibly lesser known ways to use Hipmunk.
I’d also suspect that Hipmunk might be using the customer behavior on this email for progressive profiling to create more relevant targeting in subsequent emails. For example, if someone clicks on the ‘Flights’ area here, then Hipmunk could send future emails that are focused on flights. On the other hand, users who click on the ‘Hotels & Rentals’ area might be targeted for deals related to hotel stays or home rentals in future emails.