Why Your Business Needs a Welcome Email Series

Is your business collecting emails? If so, what are you doing with them when you finally have them? Do you send out newsletters? Or do you just let them collect dust?

Email marketing is one of the most effective ways to grow a business. Unfortunately, most businesses that are collecting emails aren't effectively using them to their advantage. One of the biggest things that you can do to effectively use your email marketing list is to start off with a Welcome Email Series.

So what is a Welcome Email Series? Well, it's a series of emails that goes out over the course of a few days or few weeks that introduces your business and your products and services to your new subscribers and gets them excited about you and your brand.

Now, you may be wondering why it's so important to have a welcome email series. Let me tell you. A welcome email series has many benefits the first being that new subscribers are excited about you. They're excited about you, your brand, your products and services and your content. When a new subscriber for signs up that is when they are most excited to receive your emails. So why not take advantage of this?

Did you know that welcome emails or 4X more likely to be opened than any other emails? Did you also know that you're more likely to get clicks to your website in those welcome emails? Statistics say that in fact, you are 7X more likely to get a click to a website in a welcome email than any other promotional email.

So here are some other reasons why you should implement a welcome email series:

These first emails that go out are crucial to letting your audience know your brand voice and personality. Having these welcome emails go out lets you introduce yourself and your brand to your subscriber when they're most excited about you. It sets the tone of future conversations with them and allows you to introduce yourself and make a connection with them.

One of the best things about a welcome email series is that once you set up this automation, you can essentially walk away from it. There may be times when you want to adjust it slightly but once it's in place you can continue to run new subscribers through it without much more effort.

Think how impressed your new subscribers will be when you instantly email them and let them know about tips and tricks, send a link to your blog, or let them know answers to some of your most frequently asked questions that they themselves might be wondering about. By covering all of this in the first few interactions with them, you're setting the stage to let them know that you care and you are aware of their needs.

During the first emails, you have an opportunity to show your audience why you and your business are so awesome. It also gives you the opportunity to give immediate value. Maybe there's some industry secrets that you can let them in on or maybe you can let them know about the community work that you do. Since these emails are four times more likely to be opened, you know that you have their eyes and their attention on you. Why not take this opportunity to build your relationship with them and in turn build your brand?

One of the most important things to implement when doing email marketing for your business is ensuring that you don't get "list burn out”. This often happens when you mass email your entire list instead of sending targeted emails to specific contacts.

For example, let's say you're a wellness studio and you offer different services like Pilates or yoga. Instead of always emailing your entire list with news and information about both services it's best to segment your list and only send relative information to those most interested. So, if you've just launched a new type of yoga class you would send that info to people that of been tagged with an interest in yoga.

So, what we suggest to do during a welcome email series is to provide links to various sections of your site and when contacts click on those links you can add tags to them so you can segment them and send them targeted emails in the future.

Along with all the above benefits to doing a welcome email series, the last I'll cover is setting expectations. If you let your contacts know how often you'll be emailing them as well as letting them know what type of content they can expect in your emails then you properly set expectations for them. If you plan to email once a month or twice a week it's important to let them know so that they can decide if that is enough interaction. Also, if you let them know that checking emails from you is one of the best ways for them to learn about upcoming sales and promotions then they will be more likely to open your emails in the future knowing that there could potentially be an “email only” deal offered.

So I think by now you can see that having a welcome email series in place makes sense for your business. If you would like to learn how to write your welcome email series and how to set them up as an automation so you can set it and forget it, then please join us at our upcoming training, Crafting Your Welcome Email Series on November 29th. Hope to see you there. If you'd like to sign up here's the link to the Eventbrite page: http://go.jeronamo.ca/welcomeemails