Email Marketing 101: The Welcome Email
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Your welcome email (or lack thereof) sets the tone for the email marketing relationship you have with your subscribers—make sure it's sending the right message!
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Email Marketing 101: The Welcome Email
- 2. WelcomeAboard If you don’t send a welcome email...
- 3. WelcomeAboard …it’s kind of like starting a conversation with a stranger, without ever saying hello!
- 4. WelcomeAboard what is a welcome email?
- 5. WelcomeAboard A welcome email is an opportunity to… Introduce your brand Invite users to engage with you further Share tips/guida nce on using your product
- 6. WelcomeAboard A welcome email is not...
- 7. WelcomeAboard …a confirmation email. Though they are easily confused, a confirmation email is meant to confirm subscription to a list and ensure you’re sending to recipients who have opted in. Your confirmation email should include one simple call to action (CTA).
- 8. WelcomeAboard WHY SHOULD I SEND a welcome email?
- 9. WelcomeAboard A welcome email is your chance to convince customers they are in the right place!
- 10. WelcomeAboard Aristotle was a big fan of welcome emails—they follow his three modes of persuasion. Your best bet is to appeal to your customer’s logos, pathos, and ethos...
- 12. WelcomeAboard Logos (logic/reasoning) WHY? Ease any onboarding concerns or friction and encourage users to continue using your product/service..
- 13. WelcomeAboard Logos (logic/reasoning) HOW? Link to a FAQ or an onboarding video.
- 14. WelcomeAboard EThos (credibility/trust) WHY? Introduce your product/service, reinforce your brand, establish credibility, and let your subscribers know their inbox is safe with you.
- 15. WelcomeAboard ETHOS (credibility/trust) HOW? Include a customer quote, well-known customer logos, and use strong branding.
- 16. WelcomeAboard PATHOS (emotion) WHY? Thank them for signing up and remind them they are valued, leave them with a warm, fuzzy feeling.
- 17. WelcomeAboard PATHOS (emotion) HOW? Show gratitude (and personality!) and invite your subscribers to engage with your community by linking to your social media channels.
- 18. WelcomeAboard Series tip You could also provide additional messaging that… • Highlights key features of your offering • Provides suggested resources • Encourages users to upgrade • Reminds them to set up email preferences Why You Need a Preference Center
- 19. WelcomeAboard WHEN SHOULD I SEND a welcome email?
- 20. WelcomeAboard You should send immediately after sign- up, and then if it’s a series, over the next few days and weeks.
- 21. WelcomeAboard Series TIP: Most businesses can look at their data to determine when users begin to churn or remain inactive. Plan your series accordingly!
- 24. WelcomeAboard Email #1 Thank them for signing up and welcome them to the community Share an onboarding video and an FAQ link Invite users to follow you on your social channels Email #2 Email #3 Series Example
- 25. WelcomeAboard For more welcome email inspiration, check out our blog post: Email Marketing We’re Geeking Out About
- 26. Learn More About Sending Your Marketing Email With SendGrid Happy Sending!