Are you missing a trick with your welcome program?
Recently I subscribed to one of my favourite clothing brand’s mailing list. I have been a loyal customer for a while and was enticed by the promise of exciting offers by signing up to receive their emails.
So I typed in my email address and pressed submit. With anticipation of a discount code or a free gift, I checked my inbox and received…. Nothing.
Had I not subscribed properly? Had I typed in my email address wrong? Perhaps it would come through in a few days. So I waited and waited and a week later I received a generic newsletter which promoted their new line.
This left me rather disappointed. I was not welcomed from my initial sign up like I had been with similar companies, so I’ve decided to put together some tips for all companies who don’t have a welcome program in place yet.
Automatically trigger an email on sign up
This is the time when your audience is most engaged and they’re anticipating hearing from you. These types of emails also tend to get the highest open rates, with Big Cup Little Cup achieving a staggering 72% open rate.
It also reassures your subscribers that they have not made any errors during the sign up process.
Include an offer, discount or exclusive content
Provide your contacts with a reason to subscribe to your emails and to continue to do so by including email-only offers and discounts during your welcome program.
But it doesn’t always have to be a monetary discount or offer. You could include an exclusive whitepaper, an engaging video or a blog.
Set expectations and promote the benefits of signing up
Outline what your subscribers can expect to receive from your emails. Whether that is exclusive content, the latest breaking news, discounts and sales. Make sure your contacts are aware of these benefits so they continue to subscribe.
Ask your subscribers what they would like to receive
Make sure that your subscribers are getting relevant, targeted emails by including a preference centre where your contacts can select exactly which types of communications they wish to receive.
- Automate the launch
- Incentivise the sign up
- Promote the benefits of being a subscriber
- Allow subscribers to customise what they receive