The BEST Welcome Emails
Welcome programmes are normally the first email marketing touchpoint you will have with a customer. Welcome emails are a big opportunity. Each individual subscriber has shown interest in your brand and they want to know more. They've agreed to let you regularly contact them to see what you can offer them. The welcome email (or emails) builds the foundation for what's to come.
A common conversation I have with customers is how to elevate their welcome journey and how they can personalize content in those early days. You’re just getting to know each other, and most of the time, unless they’ve purchased prior to signing up, you don’t have much data on the customer, if any at all.
How can you be relevant when they’re new and unknown?
Let’s look at what data you have.
Do you know where they signed up on the website? Did they make a purchase/booking or sign up in the footer or a pop-up? If it was at checkout, a generic one-size-fits-all welcome email with an offer is not relevant, and can cause friction for those customers who didn’t get the x% discount on the purchase they just made.
Have they been on your newsletter base before? Or purchased previously? Treat them like a long-lost friend who’s reappeared in your life.
If this data isn’t accessible, there’s other ways to begin converting them into a fan of the brand.
The welcome series is perfect in allowing you to showcase your brand - what you stand for, what are your USPs and overall, what do your existing customers love about you?
My dream wish list:
USE BASIC DATA - If you capture simple data such as first name, overlay your welcome heroes with personalisation such as first name data e.g. Welcome Jack. My name in lights? Excellent.
ADD REVIEWS - display your current and up-to-date company rating, as well as an updating stream of individual company reviews. Allowing your customers to sell for you, without you lifting a finger. Confidence in the brand from day dot.
INCLUDE SOCIAL FEEDS - make your social team happy and add social streams such as Instagram into your email, or even a curated UGC feed if you have it. This allows customers to engage across multi-channels and create more opportunities for exposure.
SHOWCASE PRODUCTS - Go beyond a postcard. Don’t be afraid to include products in the welcome email. Use your product feed to showcase the latest bestselling products and ensure your content is relevant, no matter the season.
Following my wishlist, here's a few emails I've signed up for recently that I love:
#1 - iClothing
SL: WELCOME! Here's 10% off your next purchase 😘
What stood out? So much.
This is one of my favourite welcome emails. It’s simple and full of so much goodness. The striking colours to jump out of the inbox and my name front and centre in the hero really stands out. The live reviews are excellent and are the element that resonated the most with me. This is a collab between iClothing, Reviews.io & the team here at Kickdynamic to pull in the latest company feedback.
From this email you can see that iClothing are proud of the relationship they have with their customers and aren’t afraid to shout out about it.
#2 - Fortnum & Mason
SL: Welcome To Fortnum’s | You’re Part Of The Family
What stood out? The coding
I got my geek on in this email. I wanted to shout out this email as the CSS absolutely captured my attention with a fade effect when I hover my mouse over each image (more info on how to do it in this handy guide by Litmus). Interactive emails are still relatively uncommon so this really piqued my interest.
This email perfectly highlights the history of this renowned company and fully captures the essence of the brand. The CRM team are tech-forward in their approach, so I look forward to seeing how my welcome journey develops!
#3 - Serena & Lily
SL: Welcome to our VIP list. (Here’s 15% off.)
What stood out? User Generated Content
I love the gorgeous imagery in this welcome email and I love that their customer took the pictures! The #serenaandlily section of this emails features a live feed of customer images curated by the S&L team. It’s the best way to sell your brand and products in 2020, and by including a live feed of user generated content, it’s so easy to relate to their brand and products.
According to Offerpop, 85% of consumers find UGC more influential than brand-created content (article found here), so if you've got it flaunt it!
#4 - Bulk Powders
SL: 👋 It all starts here...
What stood out? What didn't?
It wasn’t just one email that got my attention, it was their entire welcome series. Bulk Powders tailored their welcome programme specifically to me In one of the first emails I received I was asked to select my health and wellbeing goal. From then on, each email I received was tailored to my interests including blog content specific to my goals.
A welcome email(s) is the first touchpoint a customer has with your brand. It really should contain useful, inspiring content and showcase your brand at it's best. Start the relationship well from day one and you'll reap the rewards of an engaged, loyal customer base later on. Make a statement, stand out, and the customer loyalty will begin from there.