There is a lot of content you could include in your initial contact with new subscribers – you may want to identify your brand and what makes you different, offer the subscriber brand information or incentives, and set expectations for future communications. As with any email, you do not want to create clutter and confusion. When you have so much to share with your audience, consider a series of welcome emails in lieu of a single welcome email. A single welcome email can often come across to the consumer as only a push to buy products. Whereas, a well-curated welcome series can strengthen the relationship between brand and consumer over time.
An Experian study indicates the use of a welcome series can generate three times more revenue than a single welcome email. In addition to increased revenue, below is a list of benefits which make a welcome email series better than a single welcome email:
Increase Interactions
A welcome email series allows for more interactions, which means more opportunities to know consumers and to understand preferences. Knowing the consumer better allows for personalized communications.
Educate Consumers
The use of a series provides opportunities to illustrate the brand story, to set the brand apart from competitors, and to reinforce the benefits of being subscribed to brand content.
Encourage Action
Utilize welcome emails to provide brand content and knowledge about products and services. Offering free resources, small gifts, or discounts is a great way to get consumers to engage with content actively.
Create Opportunities
Sending more than one welcome email can help pique the interest of consumers if they missed or chose not to open the initial one. In a welcome series, more emails increase the chance consumers will open and engage with the content.
Conclusion
It is important to remember the overall goal of the initial contact. Your email strategy should allow for the best consumer experience and the ability to build relationships while simultaneously ensuring your brand’s story is clear and concise. Remain mindful of the amount of content shared in emails and the overall strategy for the email series.
Creating an experience in which consumers connect to your brand and find relevant and valuable content is crucial. You want to be sure to create an experience in which consumers are enticed to continue interacting with your brand, as opposed to showing all your cards in a single welcome email.
