The welcome email is the very first message that your new subscribers receive after registering or having created an account. This first real contact is therefore essential, especially since the average opening rate for this type of email is 82%, therefore much higher than newsletters and promotional messages. To succeed in this sending and ensure that its impact is optimal, here are the 8 main errors to avoid.
1# Don’t thank your readers
Your new subscribers have made the effort to register for your communications, and therefore give you their email address. The first thing to do to start this “relationship” is to thank them, to show them that you are grateful for their confidence and the time they take to read you. This is a detail that many brands forget, that it makes a big difference.
2# Put too much information
Remember here that this is a welcome email and not a novel. The idea is therefore to somehow welcome your subscribers, thank them and possibly make them pass a main message as a special promotion for example, without overloading them with information. By information, we mean text and/or images. So be brief, clear and precise in order to hold the attention of your readers without boring them, or even annoy them.
If you wish to give access to subscribers to more information, you can completely include a link to your “About” page, to your blog space, your news, etc.
3# Do not be transparent on the purpose of your emails
To establish a relationship of trust, it is important to be as much transparency as possible. The idea is not to put directly in your welcome email “Hello, we want to send you emails so that you buy what we have for sale”. On the other hand, your subscribers must know the type of content (news, promotions, invitations, etc.) that they will receive from you and how often. You can even allow them to choose the content they wish to receive. All in a benevolent and clear way.
4# Create a welcome email that does not correspond to the image of your brand
Coherence is essential in your communications. Your subscribers may not understand and be wary if your email does not correspond to your image, to your voice. Here, the way of writing (especially the tone used) and the design are essential. Your readers should not have the impression that they have registered with your brand, and that it is ultimately another brand that speaks to them.
5# Do not take into account the human aspect in your email
You are not robots and your subscribers either. The era of ultra formal cold email is widely exceeded, except for certain specific types of communications. It is imperative to adapt to your audience and take into account the emotional dimension, to play on empathy, recognition, feeling of belonging, etc. To do this, you can, for example, share your values, your story, the challenges you have to meet, the objectives that are important to you. Show confidents, but also human and vulnerable.
6# Put too much questions in your welcome email
A welcome email is not a survey or an interview. So avoid flooding your new questions, otherwise you will quickly run away (understand unsubscribing). You can obviously ask your audience to help you or request their opinion on this or that subject, but that is not the purpose of this first email. This one is used to present you and set the tone for the future. You should not disgust your audience from the first message. Select the most strategic questions and keep them for a future shipment.
7# Do not ask your subscribers to add to their contacts
This is a forgetfulness that can strongly serve you. Indeed, even if your readers are registered with your communications and are interested in it, if you are not in their list of contacts, your emails are likely to land in unwanted letters rather than in their direct reception box.
8# forget to place a call-to-action in your email
It is a good way to create a first real interaction with your readers while encouraging them to action. Only one CTA is enough. Make it distinctive, clear and impactful.
It can be a “I take advantage” with for example a reduction code, a “Discover…”, “Learn more”, etc. Also be aware that the fact that your subscribers answer you allows you to ensure that you are considered reliable by their messaging box, so much less likely to finish in spam.
Now that you have read the main errors not to be made in your welcome email, just remains to build the right message. The one who will attract the attention of your readers, convince them, communicate the spirit of your brand and connect with potential customers. Clearly, a serious competitive advantage and a solid base to ensure your future emailing campaigns.