#MarketingTipMonday No. 44

If you have an opt-in opportunity on your site, take the extra step to create an engaging welcome email. 

Likely when someone subscribes on your site, the back end of the form has a generic “Thanks for subscribing!” or maybe a jazzy “Welcome to the team! Home run ideas are on their way to your inbox.”

But very few companies, especially B2B companies, take the extra step of crafting a great welcome email. Here are 4 reasons why you should:

  1. According to Hive.co, welcome emails have an average open rate of 91.43% and an average click-through rate of 26.9%. Having strong email KPIs like these improve your inbox placement and email deliverability.
  2. Imagine this likely customer experience: Bob opts into your blog on February 20th. He thought your fried green tomato recipe was delicious. Bob receives your next monthly email on March 9th. Bob forgot all about those golden discs of joy and opts out of your emails by selecting, “I never signed up for these emails.” Uh ho. Not only did you miss a chance to engage with Bob, you also got a ding on your email credibility with your email service provider.
  3. By opting in, the new subscriber essentially just said, “Hey, I like what you have to say. Tell me more.” Why would you delay in sharing more things that subscriber might care about? If you have an opt-in opportunity on your site, you likely have much you can share. Don’t forget to keep the copy focused on your audience. Your marketing isn’t about you! It’s about how your customer or prospective customer can benefit from your product or service.
  4. It’s a weird user experience to subscribe to something and then immediately get thrown into mass marketing emails. A welcome email can provide extra context for what the subscriber can expect from their subscription and more about what your company does and how you can help the subscriber.

Don’t delay in adding a welcome email autoresponder for people who sign up on your website. This small additional effort can make a huge difference in the success of your future email campaigns and your users’ experiences.