This is one of the most important, strategic, and at the same time ignored web marketing tools: the welcome email. How to exploit it to obtain concrete advantages? What are the solutions to reap benefits from this content to be sent to the inbox?
The welcome email is automated through email programs and has a fundamental task: to welcome the people who have subscribed to the list. But is that just the point? Is everything based on good manners? No, you can do more. Here are 7 tips to make the most of the welcome email and turn it into a tool for achieving concrete results.
The Topic of the Post
- Define your tone of voice.
- Start a journey together.
- Suggest content downloads.
- Indicate technical processes to be followed.
- Promote content (blogs, videos).
- Give helpful information and offers.
- Do you send welcome emails?
Define Your Tone of Voice
A welcome email has a first goal: to let the user know that you are there, that you take care of his presence in the list. But everything looks different if, instead of the classic greeting in the bureaucratic or corporate language, you use a message capable of expressing your tone of voice at best. What does that mean?
The style of corporate communication that you have already decided on and use for all your communications brands. A Brand is an identification symbol, trademark, logo, name, word, and phrase that companies use to distinguish their product from others. A combination …. You don’t have to write a lot. Just a few strings are enough to give a clear idea of who you are immediate.
Starting a Journey Together
Let’s move on to the practical side. The welcome email can be used to activate a valuable path for the company. From the very first communication, you can ask the user to do something.
Sample Welcome Email
Communication must be handled with great attention, and you cannot start selling without scruples. The example I took from Hubspot perfectly clarifies how to optimize a welcome email capable of activating a righteous path with the potential customer.
Suggest Content Downloads
The welcome email can be the right opportunity to start a new content marketing business. How? Indicating good content to download. Maybe the continuation of that lead magnet you used on the squeeze page to attract the first step is to leave the email.
Now the user has entered the funnel. The Funnel (also known as a sales funnel or marketing funnel) guides customers in purchasing products. The…sales, following the principle of inbound marketing, and you can feed it (not surprisingly, we are talking about lead nurturing.
Lead nurturing is the automated process of sending personalized and relevant content to leads, prospects, and customers at each stage of the process of …) and then automate new mailings after a couple of weeks to ask if they liked the gift and if they want to proceed.
Indicate Technical Processes To Be Followed
You can welcome new subscribers to the newsletter, or more generally, to the database. A database is an organized collection of structured data to easily accessible, manageable, and updatable. Put, and it can be said, a database in …that you use for email marketing, with content that is always appreciated if you offer a specific service: instructions for use.
You don’t have to be overly technical, and you don’t need an excellent design artifice either. To get an idea, take a look at Asana’s welcome email.
I found this model on the Optinmoster website. As you can see, everything revolves around simplicity: the email object immediately communicates the theme of communication, the headline. The Headline is the title of an article, blog or social media post, or advertisement.
Since the birth of …, it is compelling and unpretentious, the tone of voice is the one chosen by the Insurance noon company. Then there is the technical information proposed with an attractive appearance: this is an excellent way to take advantage of the welcome email.
Promote content (blog. A blog (short for “weblog”) is an “online newspaper,” or informational website, which displays information in reverse chronological order, with the latest …, video)
What to do when you welcome a new user to the mailing list but do not want to immediately start proposing commercial or too demanding content such as ebooks and white paper. A white paper is an information document, usually issued by a company or a non-profit organization, to promote or highlight the characteristics of a solution, of …? Simple, suggest other forms of lighter content marketing to enjoy. For example, you bet on:
- Blog post.
- YouTube video.
The programs for sending newsletters and managing email marketing campaigns are also necessary to set up an automatic welcome email and have editors similar to any WordPress. This means that, consequently, you can embed multimedia contents or, in any case, make them reachable with a simple click on the previews.
Give Helpful Information and Offers
It is not certain that the welcome email cannot become a tool to monetize. The important thing is understanding who you are, how you do it, and which people you are communicating with. An example?
Another Cause of a Message to Study
Look at the welcome email from Ikea. Immediately we go to the point, to the orders that can be made and to the offers. Because the people who sign up for this service are interested in this direction: Ikea is not a newspaper or a hotel but a company that inspires compulsive shopping for household items. What is the newsletter for?
A welcome email, in this case, does not have to explain what Ikea is but can be used to start a membership journey, suggest new blog articles, and inspire the buyer. Attention, there is no propensity towards direct tones: Ikea encourages, does not sell.
Do You Send Welcome Emails?
I hope for a positive response because this tool can become essential for obtaining concrete results. First of all, to follow up on a lead generation process that has to deal with collecting valuable contacts. The moment you have a database, you have to exploit it intelligently. Leave your opinion in the comments to learn more.