Email marketing – we all know we need it, but some of us aren’t quite sure where to begin or how to best harness it. With almost infinite possibilities, it’s easy to become buried in a bottomless pit of drip campaigns and nurture flows with seemingly no way out. We always find the best place to start is, well, at the beginning. Master the welcome email and the rest will follow.
When a new member graces your marketing list with their information, don’t miss out on the chance to set the tone of the relationship. Kicking-off by thanking them and showing that you care from the get go will leave a good impression and will also allow you to share important information that might be glazed over in later communications when email fatigue sets in.
Across the board, welcome messages also seem to generate an above average CTR, so again, a great opportunity to cement your brand in the recipients mind early on.
We spoke to Warren Butler, Marketing Director at Preact Limited to discover his tips on how to maximise opportunity in a welcome message. Working for an award-winning Microsoft CRM Gold Partner based in the UK and heading up marketing activity, Butler is no stranger to welcome emails.
Pose a question
“There is nothing more off putting than a ‘me, me, me’ email from a brand”, explained Butler. “So, first things first, are sure to avoid ‘I’ and ‘We’ where possible and keep things engaging by posing questions”.
Something like “Thanks for signing up, what happens now?” allows you to serve up informative content without appearing to be self-serving, he explained.
Keep it real
“Think about the ‘From’ and ‘Reply to’ address you use and what would resonate with the recipient,” Butler explains. If you’re a medium sized B2B company who doesn’t have a huge volume of sign-ups, perhaps you want it to come from a specific individual such as the founder or VP as opposed to a faceless email address such as [email protected]. On the other hand, if you’re an ecommerce site that sells in volume with tonnes of sign-ups each day, a generic sales address or [email protected] address would be expected and indeed natural.
Yes, there are a few horror stories regarding personalisation (we’ve all received an email addressed to our surname), but when it’s done right it can really be magical. Butler notes that in a welcome email, use of personalisation in the subject line will help to reinforce a user’s choice to sign-up in the first place.
“Trying to stand out in an inbox full of emails is no easy task, this is why businesses should be employing split testing for subject lines at minimum,” says Butler. Over time, the data will build up to illustrate the subject line that’s most successful in terms of open rates and this is the one you can roll out moving forward.
For more tips and advice on Marketing Automation, head on over to the Preact blog.