I recently went shopping for a present for my wife. It was a process which involved going into quite a number of women’s clothes stores. Out of the nine I visited six ignored me completely, two said hi and one only said goodbye. The two that greeted me then asked if I needed any help, so I told them what I was looking for and they were able to show me some options. In the other stores I wandered around, looking at what they had to offer, but gave up pretty quickly and left.
This has been similar to my recent experience with signing up to emails at various organisations. I’ve come to expect that any company I give my email address to should send me a timely and friendly welcome, or at least a thanks. They don’t necessarily need to offer me anything, just make me feel like they appreciate me allowing them into my inbox. It’s just something that’s polite to do with someone you want to start a relationship with – it happens in real life why not online? I’m guessing I’m not alone in this, as we’ve seen great results for clients we’ve set up welcome emails for.
Within our framework welcome emails are generally a really important step in the activation stage. If you activate a customer in the right way they will start to have a stronger affinity with your brand. This is vital when you start trying to further motivate them into action and help them become loyal customers.
Below we’ve listed some ideas which we think will help you effectively use welcome emails to increase your customer engagement:
Welcome emails should let the client know who you are
This email may be the first piece of communication they’ve received from you, and may also be the first opportunity for the client to engage with you, so make sure it represents what you’re about. This includes the language and the visuals – ideally if your welcome email leads them to your website make sure the two look similar. Use similar colours and positions of logos to help this.
Set their expectations
Use the welcome email as an opportunity to engage with the client. Sometimes it’s not always clear to people when they sign-up how often you are going to email them. Will it be monthly, weekly, or even daily? This is a great opportunity to do that, and by telling them there will be no surprises.
Let them easily unsubscribe
If someone has signed up without realising, or accidentally ticked the ‘email me’ box, don’t make it hard for them to unsubscribe. The worst thing they can do is click the ‘this is spam’ button, so give them an obvious way out. This will also help give you a better quality email list.
Increase engagement further with welcome programmes
You can automate a series of welcome emails to be sent over the first few weeks or months after someone signs up. This could be something different each week to tell them about the many aspects of your organisation. It’s one of the best ways to increase welcome engagement and goes down well with many clients, but does depend on the resources at hand.
Follow our steps and you’re well on your way to increasing customer engagement using welcome emails, but how about yourselves? Do you have some tips on welcome emails? Send us your thoughts with a comment, and if you’d like to see some more examples of our welcome emails please get in touch.
Jason is the Founder and Managing Director of Copper. He’s an Australian by birth but now lives in London with his wife and 4-year-old son.