You’re missing a HUMONGOUS opportunity to build confidence and foster camaraderie among your customers if you’re not sending them a welcome email. Welcome emails generate some of the highest open and clickthrough rates than any other non-transactional e-messages. Here’s the “why” and “how” that just may help you open your arms to a new, fresh Welcome Email program that boosts results and customer loyalty.
There are more than a dozen instances when a B2B or B2C welcome email is more than appropriate, including:
- New member
- New enrollment
- Joins club or program
- Subscribes to list
- First-time user
- New registrant
- New customer
- And many others…
CASE IN POINT
An association created a new member program to help its fresh recruits get acclimated quickly to the organization’s many, many online resources and tools. The program included a customized new member microsite where newbies can choose one or more goals for their first year and see the tasks that will help them track their progress and ultimately complete their goal(s).
Its inaugural month for the new welcome email (sent weekly to new recruits) earned an average unique open rate of 66.5%! The average unique clickthrough rate was 12%, delivering highly motivated newbies to the campaign’s microsite. Approximately 140 new members visited the new members-only microsite in the first month and nearly 40% of them selected one or more goals to achieve during their first year of membership.
This isn’t the only Welcome Email success story in our portfolio. Equally impressive results were earned for a welcome email campaign executed for a non-profit veteran organization. Contact us to find out how we can help you create your own Welcome Email program.
EMAIL MARKETING GUIDANCE
If this blog post doesn’t inspire you to employ an email marketing program to welcome or nurture your new customers, maybe one or more of these articles will:
EMAIL WON’T BE PIGEONHOLED! EMAIL’S VERSATILE ROLE IN THE MARKETING MIX
