Persuading your audience to subscribe to your newsletter is only half the battle.
Once you've gotten them to give you their email address in exchange for whatever you're using as a lead magnet, they'll start receiving your newsletters in their inbox.
Just because someone converted on your lead magnet and subscribed to your mailing list, it doesn't mean they're going to stay subscribed.
Think about it:
How many times have you handed over your email address to a website for a white paper or an ebook, then unsubscribed as soon as you started getting their messages?
For some, probably more than a few times.
You need to deliver genuinely valuable content in your newsletters to keep them wanting more.
This starts with a great welcome email.
In a recent blog post, SEMRush explains how to craft the perfect welcome email, using tried and true strategies that work.
Create a Winning Welcome Email
Here are 5 evidence-based tips for creating a winning welcome email.
1. Write Interesting Subject Lines
69% subscribers mark email as spam solely on the basis of subject lines.
An interesting subject line drives interest in your message as well as recognition of your brand. The subject line also needs to directly pertain to what’s “inside the envelope.”
2. Represent Your Brand Clearly
There’s no room for ambiguity in your welcome emails. Everything that your subscriber should know about your brand has to be conveyed right at the outset.
Leverage personalization right away to create a lasting relationship with your subscribers.
4. Craft Engaging, Relevant Content
Base your content on the initial engagement of the subscriber, creating distinct welcome emails for increased relevance.
- If a visitor has tried a demo version of your product, include a feedback option in the welcome email.
- Include product recommendations to cross-sell to the first-time buyers.
- Did the website visitor download your eBook? A special welcome email that includes a reference to or the content itself can work wonders.
Following these simple tricks can boost engagement and, hopefully, conversions.
5. If You Are Heavy on the Marketing, Include an Unsubscribe
Technically, a welcome email can be considered a transactional email, therefore not requiring an unsubscribe option. That said, if you are going to use this great window of opportunity as you should—for marketing purposes—it is better to include an option to unsubscribe. In fact, if it is basically a marketing email, the opt-out is mandatory.
You can read more about crafting great email sequences over at SEMRush.