8 Welcome Email Secrets For Your Ecommerce Business
A first impression is a dealbreaker for almost anything in life - it can score you your next date, a job offer, and exciting, new opportunities.
As eCommerce business owners, you understand how crucial it is to build connections with customers the moment they discover or come in contact with your business.
How does this principle translate to email marketing? Through welcome emails. By following the right strategy and best practices for eCommerce welcome emails, you can create a solid bridge that will turn your new subscribers into customers that rave about you.
What is a Welcome Email?
A welcome email is the first form of email communication between your eCommerce store and new subscribers. Traditionally, this type of email contains a simple welcome message. Now, there are more comprehensive strategies that include adding lead magnets, videos, sign-up forms, and special offers.
One impactful welcome email can be compared to a trusty concierge - it can help your customers and subscribers feel welcomed, seen, and confident enough to trust you.
Why E-commerce Welcome Emails Matter
The industry’s open rate for welcome emails is 50% - almost 75% of those who recently joined your list will open your welcome email. The number significantly drops by the time you send your third automated email.
Email experts call welcome emails “your one shot at making a mark.” The way you structure your first email can influence the fate of your subsequent emails. Getting your customers and subscribers hooked through your welcome email can raise your chances of conversion and lead retention.
This fact is the reason why welcome emails should be taken seriously.
Using the examples of the best eCommerce welcome emails from the most popular stores, here are the best eCommerce welcome email tips that are sure to elevate your email marketing game.
Welcome Email Best Practices for Your E-comm Businesses
1.Make Your Subscribers Feel Like They Just Joined an Amazing Tribe (Because yes, they have!)
The emotions evoked by exclusivity are dynamic. When your subscribers feel like they’re part of a circle not everyone is privileged to know, you make a mark. They’re special, and therefore, you are special, too.
You can establish this feeling of exclusivity in your subject lines. For example, you can opt for subject lines like the ones below:
“Welcome! We’re thrilled to welcome you into the family!”
“You’re in… we have so much in store for you!”
You can also target emotions connected to exclusivity in your email body.
One way to nail down what works best for your subject and content is to test, test, test.
2. Follow The Design + Special Offers Formula
In the latest Shopify email marketing guide, they encourage businesses to include images and designs that provide value upfront. Showcase your products and add a little special and exclusive offer to hook your readers in.
3. Send Your Welcome Emails Immediately
When it comes to welcome emails, time is of the essence. The best time to position your offer is when your potential customers are still tuned in to what you’re going to give. This reason solidifies the need for email automation platforms for eCommerce businesses. Klaviyo - for example - is a highly-reliable email automation tool that will keep you from losing sales because of email delays.
4. Tell Your Story, and Why it Matters to Your Customers
In the previous blog about getting started with email marketing, an emphasis was added to creating engaging content that’s captivating enough to make your subscribers yearn for more.
Popular websites such as Food52 and Monday.com add their story to their welcome email.
Here’s the catch: they’re not just random stories. They share their experiences and struggles that help their subscribers feel seen and understood.
5. Offer Significant Value for Free
The welcome email starts your sequence to nurturing and converting your new subscribers. Prepare the next step by providing value-giving freemiums like a video, walk-through call, guides, or a link to prepare them for what’s next.
6. Remember Mobile
In the real world, four out of ten email subscribers open their emails using their mobile devices. Imagine if your email is not mobile-friendly; you could easily lose 40% of your email leads. Before sending out your welcome email, make sure it is also user-friendly and appealing to mobile users.
7. Have a Powerful CTA, Make Sure Links are Easy to Find
Whether you’re asking your subscribers to follow you on your social media platforms, or prompting them to know more about your brand, it always helps when you present your call-to-action (or CTA) clearly.
8. Send Reminders to Remove You from Filters
In this time where user consent is highly valued, there’s no wonder why some welcome emails go to the spam and promotions folders. Most of the time, a 5-6 email sequence simply yields nothing. To enable your subscribers to see the value that you offer, add a simple (and subtle) request to whitelist your email address.
Your welcome email is your biggest opportunity to let your readers know who you are, and why they should buy from you. If you fail to stick the landing, you could easily lose your leads to other eCommerce stores.
In my work as an email marketer, I pay special attention to how my welcome emails speak, and so far, it has worked with my eCommerce clients.
You don’t have to deal with the guesswork of email marketing alone. Let me help you craft that welcome email campaign that will tell your customers they made the right choice when they chose you.