Welcome Emails: A Brilliant Way to Increase Sales and Brand Loyalty

Posted January 3, 2017 by   in Branding, Client Communication, Digital Marketing, eCommerce Website, Email Marketing, Marketing Statistics, Marketing Strategy


Welcome emails are a brilliant opportunity to make a great first impression, convey key brand values and lay the groundwork for purchases. Getting them spot-on is vital to subscribers’ long-term brand loyalty.

Did you know…

  • 74.4% of new subscribers expect a welcome email when they subscribe to your newsletter.
  • Welcome email campaigns typically have the highest open rates of any other marketing email campaign: 50 to 60%.
  • A welcome email is opened 4 times more often and is clicked 5 times more often than the typical email campaign.
  • Welcome emails see more than 3x the transactions and revenue per email over regular promotional mailings.
  • Subscribers who receive a welcome email series will increase their long-term engagement with a brand by 33%.

An email welcome campaign is definitely a best practice, but it’s also one of the biggest missed opportunities for online retail stores.

Welcome emails not only allow you to greet new subscribers who want to stay in the loop about your e-commerce business, they allow you to begin to build the foundation of a long-term relationship with subscribers. These subscribers will overtime, become your customers, brand ambassadors, and loyal shoppers.

It can be intimidating to know that building brand loyalty begins with your first interaction with new email subscribers.  Let’s explore some best practices and take a look at some of our favorite examples to help get you started.

Who should be my targeted audience for welcome emails?

  • New email subscribers
  • Account creators

Common objectives of welcome emails:

  • Turn subscribers into purchasers
  • Tell your brand story
  • Show your subscribers the variety of products you offer
  • Encourage subscribers to interact with your social channels

Single Welcome Email vs Welcome Email Series?

Like with anything in marketing, it is always better to test.  What performs well with one online retail store’s audience, may not perform well with your own.  Some brands have had the best success with one welcome email.  Other online retail stores have found it more effective to spread their message throughout several emails over the course of a few days.  We suggest testing both options to see which method results in more conversions for your online retail store.

Should I include a promotion?

We recommend testing with and without a promotion.  However, research show that transaction rates from welcome emails often go up when there is a discount offered.  Some have seen more than 3X the transactions and revenue per email from welcome emails over regular promotional email campaigns.

Best Practice Checklist:

  • Mobile and Desktop Optimized
  • It is clear from your sender name who your email is from.
  • Enticing short subject lines
  • Optimize the preheader text to encourage opens.
  • Include a call to action to drive your customers to engage with your online retail store or social accounts
  • Include a navigation bar that mimics your website to make your product offering clear
  • Test, test, and test some more!

Great examples of welcome emails:

Michaels
This is a great example of how to use one email instead of multiple emails to relay all of the messaging that you would like your subscribers to know about your brand. Michaels does a nice job of expressing gratitude to the new subscriber for signing up, they offer great calls to action and a promotion all in one email.

michaels welcome email example

 

Anne Taylor
This is another great example of an company that uses one welcome email in their series.  They are able to capture: thanking the subscriber, an offer, as well as CTA to their social channels.

Ann Taylor welcome email example

SAKS
This is a great example of a company who decided to take all of their messaging and spread it out over multiple emails.  The first email was received within 10 min of signing up and includes: thank you to subscriber, special offer, and CTA to social channels.  The second email in the welcome series was received less than a day later and is more educational.  The third email in the series was received 3 days after signing up and promotes the social media channels.

saks welcome email series

A successful welcome email campaign cannot be done without automation. Welcome emails can be automatically triggered by your marketing platform based on when a visitor subscribes to your website, creates an account, makes a purchase, etc. Sending welcome emails is a good start and a great way to increase customer engagement from that very first touchpoint.

If you are interested in leaving a lasting first impression on your shoppers and making a huge difference in how a consumer views your brand, Springboard Marketing can help!