What do you do when new customers subscribe to your email newsletter or purchase products from your ecommerce website? If you don’t send out welcome emails, you could be missing an opportunity to build customer loyalty. Welcome emails to new subscribers or ecommerce buyers have many benefits, according to a new study reported in MediaPost, including:
- Verifying email addresses: An initial welcome email that asks recipients to verify their subscription can help maintain clean mailing lists and ensure successful email delivery going forward.
- Educating new subscribers or buyers about your brand: A welcome email is an opportunity to educate recipients about everything from relevant products and services to customer service policies and ongoing promotions.
- Getting new subscribers or customers engaged with your brand on social media: By including links to your business’ social media accounts in your welcome emails, you can drive customers to interact with you on social media.
Why do welcome emails work so well? Customers who have just purchased from you and/or just signed up to get your emails are at the peak of their interest in your business. Take advantage of that interest before it fades by sending welcome emails.
How can you make your welcome emails more effective?
- Send multiple welcome emails. More than 50 percent of the top 1,000 retail companies regularly send at least one welcome email when they get a new email address. However, 31 percent of those companies send only one — even though the survey shows that a series of welcome emails performs better. Specifically, each welcome email sent generates an average of $1.07 for the retailer.
- Send a series of three welcome emails. Nearly two-thirds of the 50 top-performing welcome series email campaigns are a series of three messages.
- Send welcome emails right away. Fifty percent of welcome emails are sent immediately after subscription or purchase; 44 percent are sent in one minute; and the remaining 6 percent are sent within five minutes.
- Offer discounts. Some 86 percent of top-performing campaigns include discounts in the first welcome email; 29.3 percent send a discount in the second welcome email. Proving that discounts work, 45 percent of first sales from new email subscribers occur the same day they subscribe and receive their discount email.
The most popular discounts are 10 percent off (used by 30 percent of retailers), 15 percent off (used by 18 percent of retailers), and a dollars-off offer. Just 2 percent of retailers offer free shipping in their welcome emails, suggesting that this tactic is less effective at the early stages of the customer relationship.
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