For that reason, brands try a variety of tactics to build their databases. We test opt-in forms; ask at the point of sale; and give away free things. Just to get that email address.
And then what?
All too often, we miss the boat by sending out a very bland welcome, or none at all, and our new subscribers get thrown in to the massive list, only to get blasted with monthly newsletters.
Hopefully, I’m wrong. Hopefully, you are segmenting your list, and sending out valuable and targeted information.
But are you giving your welcome email the attention it deserves?
Last week, I signed up for Happier, a social app that allows you to share your happy moments. And here is the welcome I received:
There are six reasons I love this email.
I know it’s an automated email, but it feels like it was written to me. It has a personal tone and language, and is signed by a person — Nataly.
In one sentence, they tell me why they exist. They don’t talk about features. They talk about their reason for being, tie it in to the backstory, and back it up with scientific research that proves why they are going to make my life better. Wow.
They thank me for joining, and offer ways to reach them with feedback.
Give us information in small snacks. This email might be on the long side, but I found myself reading it all because they do a great job telling an important story. The briefer the better. Don’t include more than one or two takeaways. If you have more to say, do it in a drip campaign.
Your audience is busy, and distracted, and let’s face it, a little spacey. Sometimes they forget who you are or that they even gave you an email. This is a great time to reinforce how smart they were to do so and how you are going to make their lives better.
Be sure and let your readers know what they should do next. In this case, Happier was very creative and sends us to this link, that is unexpected and entertaining, and then sends us to the app to make our next update.
Want to create great email campaigns? Vocus is all you need!
While I LOVED this, it’s not for every brand, and the execution is tricky. Don’t try to be cute for the sake of being cute. This works because it ties in exactly with their brand story of making me a happier person. Adding a little delightful surprise in your emails has to come naturally. If you’re sitting around a table wondering what you can do to add something funny, or entertaining, you will come across as trying too hard. Regardless, always do something in your emails to encourage your readers to take a next step.
Remember, clicking that unsubscribe link and/or delete button is far easier than reading your email. Roll out the red carpet for your new subscribers and make it worth their while by writing welcome emails that thank them, let them know what to expect, and set the tone of engagement moving forward with a call to action and next steps.
What does your welcome email say? Can you make it better?
And click on this link! It really will make you smile.