Welcome emails are your opportunity to make a great first impression on your customer. And when it comes to first impressions, you never get a second chance.
That’s why it’s critical to wow your customers from the get-go with your welcome emails.
What is a welcome email?
According to HubSpot, “a welcome email is the first impression a company makes with a new customer, blog subscriber, or newsletter subscriber via email. Welcome emails can deliver videos, special offers, a sign-up form, or just a friendly hello to establish a relationship with a new contact.”
Welcome emails allow you to introduce your brand, help your contacts and convert sign ups into customers. Put another way: A great welcome email is the first step toward lifelong customer loyalty.
For marketers, welcome emails have the potential to make a big impact. In fact, the average open rate for a welcome email is a whopping 50%. That’s 86% more effective than other emails, according to Emma. Wow.
What makes for a great welcome email?
Brand personality and identity
Here are three examples of great welcome emails.
Raise your hand if you think investing is confusing – or at least a little scary. Never fear: Betterment’s welcome email is here to quell your anxiety.
We love how Betterment clearly spells out how the virtual investment platform works. The email also clearly spells out that security and strong ROI are a priority. Talk about helpful content, and a big sigh of relief.
You know what’s fun? Quizzes. What’s not always fun? Working out.
We love how Peloton helps new users find the perfect instructor for their next workout with a helpful online quiz. It’s a fun user experience that helps the exercise bicycle company better cater content to users’ needs.
Personalized welcome emails can be tough because you often do not have a lot of information about your new contact. Peloton’s approach allows them to collect the data they need for more personalized content down the road.
You can also supplement your data with third-party customer demographic data to help you know your customers better from the moment they sign up.
Away sells one thing: luggage and luggage accessories. There’s not much else to say — or so we thought.
Instead, Away lets its brand shine through with a message about its mission statement. It shows its luggage in action — traveling the world — rather than just relying on glamour shots. Plus, it shows prospects its unique, luxury features. It’s more reminiscent of a car advertisement than a retail brand.
Remember: welcome emails are your first shot to wow customers. Make the most of it.
How are you using welcome emails?