Email Marketing 7 Reasons Your Business Needs a Welcome Email

Published on October 20th, 2014 | by Lisa Furgison

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7 Reasons Your Business Needs a Welcome Email

When someone signs up for your email list, it’s important to roll out the email red carpet and welcome them. Statistics show these new subscribers are most engaged within the first 48 hours. An automated welcome email (which is a type of autoresponder) can help you reach out to your new subscribers within that crucial window of time. Luckily, at the end of this month, we’ll be launching automated welcome emails in our newest version of VerticalResponse.

Why is an automated welcome email so important to have in your email tool belt? We’ve identified seven reasons why your business should take advantage of a welcome email:

1. Save time
What small business owner isn’t looking for ways to save time? We know you’re busy. With an automated welcome email, every time a new name is added to your list, your pre-made welcome email is delivered straight to their inbox. It’s that simple.

You don’t have to create and send a welcome email every time a new contact signs up, which means you’ll spend less time creating individual emails and managing your list. You create the welcome email once and it’s automatically sent to new subscribers.

2. Provide immediate value
New subscribers have high expectations. When they sign up for your emails, they expect high quality content in return. A welcome email sets the tone, instantly showing customers what kind of communication and information they’ll receive as a member of your email list. A welcome email is your time to shine. A sleek, well thought out welcome email shows subscribers your company can be counted on to deliver valuable content.

This example comes from BuzzSumo, a content marketing competitor analytics tool. They provide value by including links to their “Getting Started Tutorial,” free webinars and “Knowledge Base.” They also let you know that you can reply to the welcome email to get answers fast.

3. Tailor your welcome email with ease
Like many small businesses, your email lists may be divided into different groups. As an option, you can customize a welcome email to meet the needs of each group. For example, if your lists are divided by location (San Francisco or New York) you can create welcome emails that are tailored to a particular city or area. Each group receives a targeted look and message.

4. Make a great first impression
One of the biggest reasons to send a welcome email is to make a good first impression. A welcome email is like a digital handshake between two new people. It’s the first step to forming a relationship.

A welcome email gives you the chance to knock your first meeting out of the park. You only get one shot at a first impression, and delivering a professional email that extends a friendly greeting as soon as they sign up for your list can make your new subscriber feel welcome.

Plus, a welcome email can provide information about your company or offer a new-subscriber discount. All of these aspects add to the subscriber’s overall impression of your business.

This example comes from Hipcamp, a California campsite booking website. They thank you for joining, explain their mission, tell you what you can do on the site, and encourage you to explore, all in a friendly, welcoming tone.

5. Generate some buzz
Who doesn’t want to create a positive buzz around their business or product? Well, a welcome email does just that. As part of a welcome email, you can get prospective customers excited about what’s to come. Tell new subscribers why your email list will rock their world. For example, in the welcome email below Crate and Barrel tells subscribers they’ll get special offers, a look at new items, design tips and access to store events. That quick list gets subscribers pumped up about their new email relationship.

http://www.verticalresponse.com/blog/wp-content/uploads/2014/10/buzz2.jpg

6. Take advantage of a potential sales opportunity
When a new subscriber joins your list, it means they want to know more about your product or business. Since the welcome email lands in their inbox while their curiosity is still piqued, subscribers may be more likely to make a purchase from your business. To provide a little extra incentive, consider adding a promotional deal to your welcome email.

Take a look at the email below. It not only welcomes the subscriber, but it also offers 20% off. The customer sees it as a nice gesture, and it opens up a sale opportunity for your business.

http://www.verticalresponse.com/blog/wp-content/uploads/2014/10/sale12.png

7. Increase email response rates
Every small business wants to see impressive email response rates. When you send an email, you want subscribers to open it, read it and take action. Statistics show welcome emails have impressive response rates.

The Epsilon Email Marketing Research Center says triggered emails – which include welcome emails, shopping cart reminder emails and anniversary emails – have an open rate of 46-53% and clickthrough rates between 9-11%. Other non-automated emails have an open rate of 26-32% and clickthrough rates that hover around 4 percent.

Simply put, subscribers pay attention to welcome emails.

Welcome emails are just the first of many exciting new features that we’ll be rolling out in our newest version of VerticalResponse. Stay tuned for more features to help your small business send emails with ease. VerticalResponse Classic users, you can sign up for the new VerticalResponse with a different email address than your Classic account.

© 2014, Lisa Furgison. All rights reserved.

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About the Author

Lisa Furgison

is a contributing author.



6 Responses to 7 Reasons Your Business Needs a Welcome Email

  1. Jill Bastian Jill Bastian says:

    Hi Pam,
    We aren’t sure yet how long the trial for the Welcome emails will be, we’re still trying to figure that out. We’ll give you plenty of notice when we do decide though, so if you have live emails you’ll be able to change them. The current plan is that the Autoresponders will part of the packaged plans only, we won’t offer them as an additional subscription option for the other plans. But things can change, so it’s possible we’ll open it up a bit more as we grow this new feature.

    Jill Bastian
    VerticalResponse

  2. Pam Benedict says:

    Definitely great tools here, thank you!

    As a 501c3, how long does the trial last and what is the rate after the trail period?

  3. Colleen Corkery says:

    Hi Melanie,

    Glad you enjoyed the blog post! I went ahead and added two service-based businesses and their welcome emails into the post for you. Let us know if you have any more questions!

    Cheers,

    Colleen Corkery
    Content Marketing Manager
    VerticalResponse

  4. Colleen Corkery says:

    Hi Victoria,

    Thanks for reading. A very legitimate statement! So, I went ahead and added two service-based welcome email examples for you: Hipcamp and BuzzSumo – Hope that helps and thanks again!

    Cheers,

    Colleen Corkery
    Content Marketing Manager
    VerticalResponse

  5. Great article. I have the same question as we provide services for our business. Thank you.

  6. Good stuff, Lisa. But how about some examples for us service businesses? Products make it easier to be colorful and draw people back with big discounts.

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