Have you ever signed up for an online newsletter or subscription and received a confirmation or welcome email within the first two days? Chances are if you have, you opened it.
This article contains seven tips for sending effective automated welcome emails and includes examples from some destination marketing organizations (DMOs) that are seeing the benefits firsthand. But first, here are some impressive statistics to show you why you should consider sending welcome emails:
74 percent of subscribers expect to receive a welcome email after subscribing- On average, these emails have four times the open rate and five times the click-through rate of other email campaigns
- Welcome emails can contribute to a 196 percent increase in unique clicks
- On average, 320 percent more revenue is attributed to welcome emails on a per email basis than other promotional emails
When are your subscribers most engaged in your content? You guessed it — it’s within the first 48 hours of subscribing. Leverage this knowledge and make sure you strike while the iron is hot with a welcome email or series.
This type of email marketing is an example of an "automated welcome program.” It’s an initiative you can easily integrate into your current marketing efforts with the automated capabilities of your email service provider. The best part is the simplicity of setup, coupled with the fact that because the campaign is fully automated, it requires no additional manual work from your team beyond the setup.
7 Tips And Tricks To Get You Started
1. Consider the timing and frequency of welcome emails, keeping in mind that real-time welcome emails generate higher open rates:
- Same day: 75 percent
- One day after signup: 13 percent
- Two or three days after signup: Seven percent
- More than three days after signup: Five percent
2. Let your subscribers know they have made the right decision by enforcing the value they are getting from signing up
3. Set expectations for your subscribers. What will you be sending emails about? How frequently?
4. Use the welcome email/series as a chance to leverage your other offerings and create engagement; add links to your social channels, your blog, additional newsletters, or upcoming events
5. Make sure messages are personalized, which can make a larger impact and lead to more engagement
6. Don’t be vague or impersonal. This is a welcome email, after all — make your subscribers feel welcome!
7. Don’t forget to reiterate your privacy policies within the email
Here are a few examples of destinations that have successfully implemented automated welcome programs:
The Bermuda Tourism Authority has two welcome emails that go out through an automated program for new subscribers.
Visit Panama City Beach sends a vibrant and fun automatic ‘thank you for signing up’ email that then adds the subscriber to their automated welcome series, which includes places to stay, things to do, and restaurant emails.
Discover The Palm Beaches sends welcome emails based on the user sign-up. This is an example of their Meeting Newsletter, which sets the stage for subscribers to understand exactly what they signed up for.
Experience Grand Rapids has several automated welcome drip campaigns in place. This is a great example of utilizing links for engagement.
