7 tips for writing great welcome emails

What do you do when someone new subscribes to your email list?

If you’re like most organizations, you send them an automated “thanks for subscribing” message and leave it at that. At a bare minimum, you should be doing this, so that new subscribers know you received their request to opt in. However, if this is all you’re doing, you’re missing a great opportunity to start building a strong relationship with your new subscriber right away. We recommend going the extra mile to welcome them to your community of subscribers, whether it’s through a single email or a series of automated messages over a period of days or weeks.

You can use a welcome series to thank your subscriber for joining your list, make them aware of other ways to stay in touch (via your social networks, for example), offer them new subscriber discounts or coupons, incentivize them to tell their friends about you, or all of the above. It doesn’t matter which of these you choose, but it does matter how you execute.

How to build great relationships with dialogue marketing

You’ve probably heard a lot about “joining the conversation” and “building relationships” in the context of social media, but have you considered how these ideas could apply to your email marketing strategy? It might be time to give it some serious thought.

Periodic emails updating your subscribers about what you and/or your organization have going on may no longer be enough to get you the results you want. You need to start engaging your customers and prospects in an ongoing dialogue in order to create lasting relationships.

If you need fresh email marketing ideas, we’ve got them

A few years ago, we here at Net Atlantic looked at our industry, our marketplace, and the array of new technologies rising up to serve them. At the time, it was clear that social media platforms were going to have an effect on email marketing, even though nobody could predict exactly how.

Today, it’s obvious that email marketing is no longer the standalone method for reaching your core audience. It’s one tool in the drawer, and it’s part of a larger array of options for reaching subscribers.

One size fits all? Not when it comes to email marketing.

Over the last two weeks, we’ve been talking about the first R: Reputation and why it’s important to build a good one (you can check those posts out here and here). Today, we’re going to focus on the next “R”: Relevancy.

You might be sending out well-written, beautifully designed emails every week, but are they resonating with your customers? Are you sending generic, one-size-fits-all emails, or are you segmenting your list and sending specific, relevant messages to each group?

You can probably guess which of the above choices is going to get you the best results.

Win the Attention of Undecided Prospects

Email marketing is still one of the most effective channels to nurture prospects due to its low cost, and the willingness of buyers to receive email from companies with whom they already have some kind of relationship. According to DemandGen Report, nurtured leads produce, on average, a 20% increase in sales opportunities versus non-nurtured leads. The following lead nurturing best practices will help you build relationships with your prospects:

  • Get their permission. Before sending marketing messages to your prospects, be sure to ask for their explicit permission, preferably via double opt-in, so they do not see it as unsolicited email or spam. This shows respect by giving your prospects a choice, which will set the tone for relationship building and partnership. The success of your email marketing campaign depends on this more than anything else.
  • Automate your lead nurture strategy. Implement automatically triggered campaigns (a series of automated emails called a “drip” campaign) that deliver consistent brand messages at specified time intervals and when leads reach certain milestones. Drip marketing is a strategy that will help you keep your company fresh in your recipients’ minds until they’re ready to buy. Over time, as prospects respond, you’ll learn more about their needs and interests.
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