Outline important background information like what sets your brand apart, company history, and social media profiles. Also offer incentives to motivate a first purchase.
Orient new subscribers to future email content, show them what types of products you offer, and highlight your latest promotions.
TeeTurtle incorporates clever messaging in their welcome email, like "You've chosen wisely, grasshopper." They offer an incentive for subscribers while also indicating that further rewards will be sent via the newsletter. As seen below, the message sets an expiration date on the initial discount and includes a strong call-to-action "Browse Last Chance" to create a sense of urgency and encourage the first purchase. They also use visuals to feature a variety of products, which makes their emails striking, memorable and effective.
To begin building confidence in their brand, SurfStitch conveys two key store policies to new subscribers right away, "Free Express Delivery & Free Returns." These features, along with the message copy, highlight the easy online shopping experience that SurfStitch provides customers. To add a personal touch the email includes first name personalization, as well as a $20 discount to encourage new subscribers’ first purchase. Also, the email increases engagement by promoting the diverse selection of the brands available on their eCommerce site, and providing contact information for any additional questions. See how SurfStitch leverages its welcome series, along with other data-driven, lifecycle emails, to increase open rates by 40% and click rates by 65%.
In its welcome series, Kate Somerville clearly communicates the company’s mission to subscribers, accompanied by a photo of their founder to drive the point home. They also thank new subscribers by offering a free gift that can be applied to the first purchase, encouraging them to shop while also securing more loyal customers. Additionally, the message highlights several of their top products to give the subscriber a sample of what is available in their store.
At Windsor Circle, we help our clients establish relationships with future customers. The first email a new subscriber receives is your brand's welcome mat by making the initial impression of the company. Our clients continue the conversation through automated welcome campaigns designed to build trust, drive engagement, and encourage new subscribers to make their first purchase.