- WHAT’S ONLINE? -
The Importance
Of Welcome Emails
By Janine Brandt -
It takes a considerable amount of time to plan out
your website, have it developed and streamline it to
capture the leads you desire. Your website could have
a great conversion rate when it comes to people that
contact you, but what happens to those leads after
they opt in? It’s important that during this time, while
your lead is still ‘hot’ they be followed up with in a
timely manner.
Don’t forget to use this opportunity to send out your social links
as well. Include other ways that they can get in touch with you if
email isn’t their preferred way to converse.
A Welcome Email Can Show That You Are Accessible
Transparency is a big factor when it comes to choosing a
business to buy from these days. Being available and ready to
converse is a huge asset when you’re dealing with leads online.
A welcome email can help to reassure your subscribers that
they know what to expect from your team and that you’re there
if they need you.
Why Are Welcome Emails Important?
During the information phase of your buyer's journey,
your audience will be researching brands just like
yours and choosing their favorite one based on what
happens after they opt in. The first message that they
receive from you is essential. It can result in more
open rates, more clicks and best of all, ROI.
Did you know that 74% of clients expect to receive an
email after they opt in to your list?
They Can Save You Time
Another benefit of welcome emails is that they can
save you time. Instead of qualifying your leads via phone calls
or several emails back and forth, you can choose to use your
first welcome email as a questionnaire. Manually getting on the
phone with a lead might lead you to spend 30 minutes on an
unqualified lead. If you set up your autoresponder system to
send out an email as soon as someone opts in, think about how
much time you could save if you organize your campaigns this
way.
Another benefit of sending out an initial welcome email is that
this will help keep your CRM clutter free. You don't want your
email system to get overwhelmed with people trying to
subscribe again because they didn’t hear from you after they
initially opted in in the first place.
It Helps with Branding
First impressions are critical! Sending out a prompt welcome
email is also a great opportunity to set the stage to display your
expertise to your prospects and remind them that they made
the right choice by signing up for more information. You can
reinforce your brand message by using template emails that are
unique to other brands. Without a welcome email, this could
cause your brand to get overlooked and not be memorable.
A short welcome email is a great way of thanking your
subscribers for opting in, and even if you use this email as a
temporary placeholder, it can still make a large impact on how
your prospects view your team.
Sending out a quick welcome email also shows that your team
cares and that you are readily available to answer their
questions and concerns by simply replying back to you.
There are different types of welcome emails you can choose to
send out. They range from a standard email that describes your
products and services to promotional emails that offers them a
discount right off the get go.
It’s best to keep your first welcome email simple and send out
your second and third emails in intervals. You don’t want to
overwhelm your prospects in these early stages but you still
want to make sure you send out something that will make you
memorable.
Janine Brandt is a digital marketing professional focused on
customer-first interactions and developing strategic, wellthought-out
plans related to engaging the consumer in
brands. She currently serves as the CRM Manager for North
America at Merlin Entertainments, and manages Astrocyte
Digital, a boutique digital consultancy agency in
Celebration, specializing in small business digital marketing
consultancy. Janine can be contacted at 941-468-7584 or
[email protected]
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