What is your goal with your email marketing campaigns? If I had to guess, I’d assume it’s probably to reach as many people as possible with your emails. That’s a completely valid and very accurate goal of yours that can only be achieved if these people open your emails.
This is why the open rate is a crucial metric that must be maximized to its potential by all marketers who are seeking to be successful in email marketing.
Now, the first time you send emails to your customers is most probably when you send your welcome emails to them. Therefore, boosting the open rates of your welcome email campaign is one of the most pressing moves you need to make.
But how can you boost the open rates on your welcome emails? Let me share with you some tips that can help you with that.
Statistics from Welcome Emails and Open Rates
Before diving into discussing the tips and tricks for boosting open rates, let’s take a look at the statistics from welcome emails and their performance.
- Welcome emails have a very high open rate, with more than 8 out of 10 people opening them.
- Welcome emails have a 4x higher open rate and a 5x higher click-through rate than other email marketing campaigns.
- In 2022, e-commerce businesses achieved a click-to-conversion rate of about 56.8% for welcome messages.
- Automation is frequently used to send welcome emails. Approximately 47% of businesses use this method.
From this, it is clear that welcome emails enjoy most of the opens from customers. While these numbers look great, with a little more attention and some strategic steps, these numbers can be increased even more.
So, let’s see those strategies that can boost the open rates of your welcome emails!
Include a Catchy Subject Line
In my conversation with Sofía Delpueche, former Content Marketing Manager at Bloobirds and Factorial HR, she explained something in connection with subject lines that really stuck out to me: “The content of the email could be great, but the first touchpoint between you and the reader is in the subject. This line of text has to be concise, personalized, and catchy enough to push users to open the email. Always make clear this is a welcome email, the beginning of the relationship between the user/lead and your company. How to make it catchy? Offer something unique and, again, make it clear in the subject. This could be a discount code, access to special offers, or specific products. And yes, keep it short, around 7–9 words should work: Welcome, UserName. Save 35% on your next purchase.”
Her advice has so many helpful tips in connection with the subject line of welcome emails. Basically:
- Make it personalized.
- Ensure that it is catchy.
- Offer something special.
- And keep it short, only about 7-9 words do the job.
Other than this, an article by GetResponse gave some great tips on the different strategies you can follow when crafting the subject line. You can go for:
- special offer-oriented
There are so many options you can choose from, but keep the basics in mind we have discussed.
Send Emails Based on Data
When sending emails, you want to rely on customer data as much as possible. This will ensure that the personalization is truly in action, and you can exhibit your compassion towards your recipients, your customers.
In an interview with Yogesh Joshi, Head of Growth, Marketing & Sales at Kommunicate, he emphasized the importance of personalization when asked about his opinion on the best practices for boosting open rates.
“Timing of email is crucial - ideally the email should be sent immediately after the user signs up or max within an hour - this shows the customer that you value their interest. Finally, the mail content should again be short and to the point highlighting that you understand the needs of the user clearly. At Kommunicate, we are able to segment our users based on their industry and roles, and using that we are able to send a personalized welcome email.”
When you want to send emails that really resonate with your recipient, you have to know a lot more about them than you think. As per Yogesh’s practices, segmentation needs data. Timing needs data. Knowing the needs of your customers needs data. You might have guessed by now that data is the core value here.
We, at SAAS, First can collect all the necessary data from your customers. Imagine being able to send emails based on how your customers interact with your website. The possibilities are endless for sending emails that truly respond to what your customers showed interest in.
Craft Email Content with Interest in Mind
As mentioned earlier, welcome emails are the first email communication you initiate with your customers. This means that you must pay extra attention to what you want to say. The content of these emails is key and determines further steps your customers will take.
Zeeshan Bin Saeed, Head of Marketing and Sales at ProjectVroject, advises the following to you: “Make sure, the content is concise, engaging, and aligns with the recipient's expectations can contribute to higher open rates.”
Here are some of the most important strategies to remember while writing the content of your welcome emails:
- Keep it short and concise. Value the time of your customers. The less time they need to spend with reading, the better the content will stick with them.
- Show them how much you appreciate that they chose you. A little “thank you” note can go a long way, and it shows that you are engaged in building a great relationship with them.
- Provide value. It’s as simple as that. Value can mean a lot of things, for example, a discount, some promotional offer, a great resource, an informative writing. Anything that your customer will benefit from.
- Let your recipients know what they need to do next. Guide them through the process and include a call-to-action that is clear and precise. You want to make sure they know what steps they need to take.
- And finally, an interesting tip I heard from Yogesh Joshi: “The welcome email should be sent by the Founder or CEO - that brings more credibility and gives your users more confidence in the solution.” I thought this was a nice addition that you could consider for your emails as well.
One thing we noticed in connection with our open rates is that they are outstandingly high compared to what we experienced in the past. But what has changed?
The main thing that changed in our tactics is that we also display the outgoing emails to customers in the chat when they log in to their accounts.
So, we reach the customer through their email inbox, and within the platform as well, increasing the chances even further that they will engage.
In summary, if you want to boost the open rates of your welcome emails, you have to focus on crafting engaging, personalized subject lines and using customer data for targeted content. Timely and relevant emails, with concise and valuable content, can significantly increase your number of opens.
Essentially, the goal is to make every email a meaningful step in building lasting connections with your audience.
Is there anything else you do to raise your open rates for your email marketing? Let’s discuss it together!
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