Email marketing is an effective way to enhance sales and generate repeat customers for e-commerce businesses. By having a powerful email marketing campaign, you can build the foundation of a strong and long-lasting relationship with your subscribers, whom you can gradually convert into your customers and loyal followers. To fulfill this objective, you need to focus on your welcome emails, which are one of the most important emails of the customer lifecycle. They give you an opportunity to make an outstanding first impression.
In fact, 74% of your subscribers expect a welcome email when they subscribe to your list. Welcome emails allow you to introduce yourself, communicate your brand story, and differentiate yourself from your competitors. By having a strong call-to-action, you can make your subscribers and first-time buyers revisit your online store, thus boosting sales. Welcome emails can generate 320% more revenue per email than other promotional emails.
To ensure success in your email marketing efforts and keep customers coming back to you, below listed are the four useful tips you can follow in crafting your welcome emails:
It is crucial to set your welcome emails apart from other emails which consumers receive. Your subject lines should be attractive enough to compel them to open your welcome email from the clutter. You should frame your subject lines with only one purpose – to get your subscribers to click!
Including elements of curiosity, urgency, scarcity, etc. can make your subject lines irresistible. For example, subject line “Bonus offer ends at midnight” can prompt your email subscribers to visit your online store and even make a purchase.
Keep your subject lines concise, which can be viewed clearly on mobile phones. They should be relevant too targeted based on demographics, buying habits, and interests of consumers. Instead of generic subject lines, “Start the adventure with 40% off on women’s shoes” can be more impactful.
Having a call-to-action (CTA) in your welcome email will direct your subscribers to take the next step after reading your email. It can be anything from using the promo code for buying your products or asking them to visit your product page to get more information. You have to decide what action would be most beneficial to your business and encourage users to take that action through your CTA. However, having too many CTAs can create confusions for buyers.
An effective call-to-action should be concise and not lengthy. Put it at the top of the email above the fold, not making your subscribers scroll.
Your CTA’s button text should be large and legible to be read easily and draw attention. Use bright colors that are eye-catchy but not distracting. Try changing your button text from the second person (your) to first person (my) for better results.
You can add personalization in your welcome emails to connect with your audience on an emotional level. Address the users in the emails with their names, which you can come to know when they subscribe to you. You can not only personalize by the first name but gender, location, and browsing data too. At sign-up, you can ask users to give information like zip code, which can be used to provide local store information. In the welcome emails, you can display the products/categories users browsed when they signed up.
Subject lines that are personalized deliver positive results. As per a research, personalized subject lines generate 50% higher open rates and 58% higher click-to-open rates.
Customers generally have fixed time every day when they browse the internet and shop online. This is the time, which you have to target for your welcome emails to increase the open rate. By sending emails at proper timing and day of emails, you can direct customers to buy from you.
The best time to send an email is when the users subscribe to you. If they are opting into your email list at a specific time, they are interested in your brand at that moment and considering making a purchase from you. Don’t let that moment slip away! It is recommended that you set your automation right to deliver welcome emails immediately after the users subscribe.
As per Return Path survey, 75% of marketers send their welcome emails the same day a subscriber signs up.
If you are sending a welcome series, you can decide the frequency of emails in advance. For example, you can send the second email 1-2 days after the first email, giving an introduction to your product categories.
Select an email template that matches your email marketing goals and fits well with your branding strategy. It is crucial to conduct A/B tests to figure out what your audience likes. You should find out which elements lead to the maximum click-throughs and use the most effective techniques to send emails and optimize the welcome email experience.
With proper planning, customization, and optimization, you will be able to create attractive welcome emails that are appealing to your subscribers and can start an on-going conversation with them, turning them into your loyal customers. Set the tone, craft irresistible content, and give your subscribers a reason to come back, delivering a great first impression and laying a positive foundation.
Nidhi is working as a content and brand strategist at ProDesigns – a graphic design company, recommending strategies to meet customers’ goals and deliver a superior user experience. She provides content leadership, ensuring that a consistent brand message is delivered to the audience.
Email Tips for Your eCommerce Business