How successful are your 'welcome' emails?
On average, 'welcome' emails receive an unusually high open rate of 50% -- making them 86% more effective than newsletters.
These emails are responsible for setting the tone and creating expectations with your newest subscribers and customers. This is where you educate your prospective customers about the products or services you sell, as well as how frequently you’ll be sending email.
However, just like in person, it takes conscious work to create a great first impression. If you stop for a second and think about your email marketing campaign, it’s possible that a significant amount of your success relies on your subscribers liking what they see in those initial emails.
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How to Plan & Execute Effective 'Welcome' Emails
The top-of-funnel strategy for virtually every company with a digital presence includes an exchange of value: The subscriber provides their email address in exchange for something of value. And your 'welcome' emails should be designed with this idea in mind.
To ensure that you're producing valuable 'welcome' emails, be sure to do the following:
Devise a strategy.
'Welcome' emails are vital to any email marketing program. Welcome emails also have extremely high inbox placement rates, an advantage that should be utilized by every single company.
If you currently have no 'welcome' emails in place, never fear: A new welcome strategy is not rocket science. For starters, have a look at what the companies around you are doing and mold their successful practices to suit your needs.
At MailCharts, we recommend looking at 'welcome' emails from competitors or brands who target a similar audience to yours. Once you have solid benchmarks from your initial sequence and understand the metrics (e.g., opens, clicks, conversions), you can build upon those results and optimize your strategy to further suit your exact needs.