Getting subscribers is often one of the main goals of a website. But increasing subscriber rate only matters if you are able to retain those subscribers. And one of the first tests in subscriber retention is a welcome email. So what makes a welcome email good?
The thread to weave through all components of the welcome email is personalization. In a study conducted by Experian Marketing Services personalized emails had a 29% higher open rate and 41% unique click-through rate.
When the subscriber receives the email, what name do they see as the sender… a company name, or the name of a person? According to Hubspot, using both a personal and company name increases email open rates and click through rates. Example: Jane Smith, Burger World.
When possible, include the recipient’s name in the subject line with a friendly tone. Doing so can increase the open rate 2x. Example: “Bob, thanks for signing up!”
Now that you’ve got the subscriber to open the email, here’s a general template for what they should find:
- Who we are / What we do (How we help)
- What to do next to receive a benefit
- Call to action
- How to contact / Open line of communication
Of course, the specifics will depend on what you’re welcoming subscribers to… an app, a newsletter, etc. Read more on types of welcome email templates.
Call to Action
Pay extra attention to the call to action – it’s probably the goal of the welcome email. A well-designed CTA should be:
- a button, not a link;
- an HTML button, not an image button;
Once your welcome email is ready, schedule it to be sent according to the recipients behavior. The optimum time to send an email is 10am in the recipients own time zones. Subjects regarding arts, ecommerce/retail, and hobbies are best sent on weekends, send everything else during the week.
At the end of the day, your subscriber list will be a mix of different types of people. Segmentation of your email list will help you test and track what works for whom. Good luck!