Editor’s Note: This is a guest post by Kevin George, Head of Marketing at EmailMonks.
Email marketing is an efficient medium to keep your B2B customers connected with your brand. Building the right strategy, aiming at the right lists and sharing the right content plays a vital role in making or breaking your brand image through this powerful channel.
But more than anything, it’s the way you introduce your brand to your subscribers and welcome them on-board that plays a pivotal role in the ultimate success of your email marketing campaigns. Remember the famous proverb – first impressions are the most lasting?
So, here we take you through the most important stage of B2B email marketing – the on-boarding!
The Significance of Welcome Emails
According to Experian, a welcome email gets more than 3X transactions and revenue as compared to promotional emails. As you can see in the graph below, it also lifts the unique open rate by 86% and unique click rate by 196 % over regular promotional mailings benchmarks.
*Over regular promotional mailings benchmarks from Experian Marketing Services
Another study shows that more than 74% subscribers expect to receive a welcome email right after they subscribe for it. A welcome email gets more engagement within 48 hours of subscribing.
Sending a series of emails instead of a single email ensures greater engagement. Imagine sending the first welcome email to 100 subscribers, of which 50 respond to it. Send the second welcome email to the remaining 50 who didn’t respond and it is possible that 20 out of them click. Try sending one more to the remaining 30 and you may get more conversions from the remaining.
Welcome email is a type of triggered email and sending a series of welcome emails helps in creating a lasting impression amongst the subscribers. According to a case-study, sending a series of emails generates 13% more revenue than sending just one.
- The first welcome email makes a branded first impression
A “Thanks for signing-up!” email is a good start to setting up the spark to your relationship with your subscribers. It is not just a confirmation to them, but introduces them to the brand and reminds them what they are in for. Send this email immediately after the subscriber joins your list.
- The second welcome email builds trust in the new subscribers
The emails that follow can be used as an invitation to connect with you on other platforms as well. It can be something like “Connect with us on social and be among the first ones to hear about our updates and offers!”
- The third welcome email helps you segment your lists and personalize your emails
Use your third email to get to know more about your B2B subscribers. The email can include surveys like “We would love to know your interests”. This will not only help you in customer segmentation, but will also help send more relevant information to them in the future.
Points to Consider While Drafting a Welcome Email
1.Catchy Subject Line
According to Convince and Convert, 69% subscribers mark the email as spam based on the subject line alone.
A catchy subject line and an identifiable sender name persuades the viewer to open the email. This email from Moo welcomes the subscribers in a friendly manner with a catchy line– “MOOsLETTER confirmation”. It is a simple email with clear information and CTA to “Confirm subscription”. As a bonus, they even offer free shipping to the new customer.
Have a look at their awesome email!
2. Your “FIRST” email should convey your message clearly
Vagueness turns off your subscribers. Your new users are looking forward to know what they can expect from your product or how your services can “troubleshoot” their problems. It often happens that people sign up for your emails or take up your trial product and then forget about you. Welcome your subscribers in such a way that they remember you, anticipate your emails and “buy” from you in due time.
Salesforce sends out an ideal welcome email with all the necessary information that the new subscriber may be looking for. They build credibility in the minds of the subscribers by effectively introducing their brand.
Another best practice that they have followed is the “request to add their email address to contact list” to avoid the emails from reaching the spam filters.
Check it out!
3. Call-to-action should be strategically placed
Your new subscribers most likely don’t care about what your “popular” products are. Highlight the content or products that make sense to them and redirect them to know more about the same through a prominent CTA.
For example, if someone has signed up for your trial, your B2B welcome email should inform them about the kind of opportunities that lie in front of them and how they can leverage your services to drive maximum ROI.
Make sure that your email content and design is such that it drives the next action. Your ultimate goal has to be to entice the free trial user to become a premium customer.
Mailerlite sends out a brief yet informative welcome email that highlights all the important aspects you should know as a new user with multiple CTAs that prompt the user to click-through. Also notice the social sharing buttons that encourage engagement or communication on other marketing channels too.
4. Personalize the content
Tailor the email subject line and copy according to the kind of ‘first engagement’ the subscriber has with your brand. Here are some examples to give you a better idea.
- If your subscriber has tried a demo from your website, welcome them and ask them for a feedback in the welcome email.
- You can cross-sell through the welcome email, to the first time buyers of your product.
- Has a new user downloaded an eBook from the “Resources” page? Welcome them by sending out relevant content that can explain to them about ‘that topic’ in greater detail.
- For those who have ‘just’ signed up for your emails/newsletters, send out an email that talks about your services. You can even ask them for their preferences for receiving your emails and help them set up their account with additional information. It would help you segment the list and send out relevant content in the subsequent emails.
Here’re some examples of great personalized emails.
- Xero welcomes their ubscribers who have chosen a “trial” version of your product by expressing gratitude and informing them about the benefits of the “premium product” in their email. It wonderfully engages the new user and tempts them to “BUY”.
2. Buzzsumo welcomes their new subscriber with a plain text email that serves “3 huge purposes”.
- Offers to help.
- Invites to a webinar
- Offers 30% off for 3 months to the webinar attendees.
5. Unsubscribe link (?)
Although Unsubscribe Link is a must according to CAN SPAM Act (and most of the welcome emails include it by default), it is ‘not necessary’ in the welcome email (at least). It is considered to be a transactional email which means that you have ‘implied’ permission to send it.
If you’re still paranoid about the legalities, the safe bet is to say “You can unsubscribe or change your preferences at any time by clicking HERE”.
- Welcome emails show maximum engagement when sent immediately after the subscriber joins.
- Send a series of emails instead of a single welcome email to induce more engagement.
- Unsubscribe Link is not necessary in your welcome email.
- Request your new subscribers to add your email id to their address book.
- Prompt them to take the next action and drive them to complete the purchase through strategically put CTA.
In a nutshell, let your welcome emails be an extension of your brand personality. Keep the content and design simple yet engaging and you are sure to strike a chord with your new subscribers.
Kevin, the Head of Marketing at EmailMonks – one of the fastest growing Email design and coding companies, specializes in crafting beautiful email templates, PSD to HTML email conversion and much more. He loves gadgets, bikes, jazz, and breathes ‘email marketing’. He is a brand magician who loves to engage, share insights with fellow marketers. Feel free to connect with him on Twitter