It is often just one simple “CLICK”, a click followed by … “NOTHING”! Most of the time it is exactly like this, nothing more nothing less. The click is followed by void … darkness combined with earsplitting silence. Time stops while entering a state of delirium.
This is not the situation we are looking for, after the long-awaited new email subscription. The marketer should realize and feel in this moment, that there is a lot more that can and should be done.
How do we welcome an old friend, when he is visiting after living for 10 years in Japan!? – Right, we offer a hearty handshake, a warm embrace, a healthy drink, and finally the most comfortable place in the living room to sit down. Figuratively speaking, this is exactly what we want to do with our new subscribers.
This is our guide “How to welcome new Email Subscribers with style… onboarding the right way!”
Basic Email Sequence – embrace your Email Subscribers
As mentioned in the introduction, the worst thing that can happen is exactly “NOTHING”. No “Hello”, no “Welcome” or something of that kind. The new subscriber is completely left alone without considering him or her at all. This is without a doubt a monumental failure because a precious opportunity is given away carelessly.
The consent of the subscriber is precious like gold and it is the awaited confirmation that more information is demanded and future communication is strongly appreciated. Use this chance wisely.
Let’s have a detailed look, at what could be done to profit from the situation, especially a sequence of emails to improve the relation with the reader.
The First Step – The Welcome Email
The first step, like the happy welcome of an old friend at the door, should be the Introductory Email. This is the happy welcome for the new subscribers thanking them for the subscription and explaining what to expect when they’re now part of the list.
The Second Step – The Follow-Up Email
The second step might be a Follow-up Email. This email can be used to help with the segmentation by asking what information is needed in particular. It might also be a good opportunity to ask about problems they might have experienced.
The Third Step – The Check-in Email
The third step could be a Second check-in Email. This might be possible after a few weeks of subscription, asking if one is satisfied and if problems occurred. This shows, that we really care.
The Fourth Step – The Assessment Email
A few months into the subscription, the reader should have the complete impression and overview and it’s time for the Final check-in. There is no better moment to ask for an opinion and to rate our newsletter service! This could be done also in the form of a survey to collect precious data which will help to improve our approach. Please don’t forget, that special benefits might help to boost the participation rate.
This sequence can always be altered, of course, depending on the specifics of the target group as well as the type of industry. In some cases, it might be preferable to reduce the number of emails to not overstress the recipient. Still, the overarching aim that should be kept in mind is to convert subscribers into loyal customers.
The Magic Elements of the Welcome Sequence
The fantastic “Welcome Email Sequence” is an important guideline as mentioned in the previous chapter, but for now, it that what a spreadsheet would be without numbers, values and functions … an empty structure.
What the values are for the spreadsheet, are the following elements for our welcome emails! Let’s call them “Magic Elements” … because, if used correctly, they will work their wonders.
Enchant your subscribers with the following elements, freely mixable as required:
- Warm and personalized welcome words with CTA: Always start with a warm welcome using the name of the new subscriber. Introduce the brand and its mission for creating a deeper connection. A CTA (Call-To-Action) to reach your website and an email with cooperate identity elements is a must.
- Express Gratitude: Show appreciation for their subscription, making them feel valued, maybe also with a welcome discount if possible.
- Set Expectations: Giving an overview of what kind of content will be sent in the future helps to avoid misunderstandings right from the start
- Highlight Top Content: Showcase your most popular or valuable content from the past. This will help to get new subscribers engaged. Success stories or testimonials from existing subscribers will boost this experience.
- Repeat Subscriber Benefits: Outlining explicitly the benefits of being subscribed reduces unsubscriptions.
- Link to Social Media and Forums: Ask to also connect on social media platforms and forums to create a broader connection and higher follower counts.
- Introduction to Products/Services: Provide details about your offerings, highlighting key features and benefits. Customer testimonials can be included, this will help with credibility.
- Educational Content: Offer already at the beginning of the subscription value through specific educational content suitable for the subscriber, building expertise and trust at the same time.
- Interactive Welcome Emails: Giving the option in a Preference Center to choose categories and frequency from the start helps to prevent frustration and unsubscribes. Also, polls and surveys can help to achieve the same and to improve the newsletter service in general.
- FAQs and Support: Giving information on how subscribers (and clients) can get help and support creates confidence and trust. Adding this to your welcome sequence won’t be a mistake.
- Encourage Whitelisting: To guarantee a proper newsletter delivery, the subscriber should whitelist your email address. Asking to add it to the list of approved senders tells email clients that your emails can be trusted and in this way, you will keep them out of the junk folder.
To sum up, the welcome email sequence is a crucial part of onboarding new email subscribers. Following these steps makes sure to forge a strong connection with them – not only to keep them as reliable subscribers but also to build enough trust to finally transform readers into loyal and valuable customers. It is your investment in a successful future.