A wonderful moment has come, and you have received a new subscriber for your online store. But do not immediately bombard him with sales offers and calls to buy your product. First, a welcome sequence you need to earn his trust, prove that it was not in vain that he let you into his personal territory – into the mailbox. Act softer and more delicately, a welcome sequence showing the advantages and features of your store to build loyalty.
What is a welcome letter and welcome chains
A welcome letter is a message that a company sends to a new client immediately after their first step: subscription, registration or purchase. This is your first contact with the client. They have just subscribed to a newsletter. Since central african republic email list 14147 contact leads registered on the website or bought something in an online store. This is the best moment for communication, because the client’s attention is focused on you. It is important not to miss the opportunity.
To build a strong relationship with a client, you need to gradually engage them in your offers and show that you can be useful further. This is where welcome chains come into play – a series of letters that guide a new client, educate and provide valuable information step by step.
A welcome chain is a welcome letter or a series of letters in which an online store talks about its brand and the specifics of its work. This is an opportunity to build a relationship with a potential buyer and motivate them to make purchases in the future. This is the first impression a user gets after subscribing to your mailing list. The main goal of welcome chains is to build trust and loyalty among customers.
What are welcome letters and welcome chains for?
Why welcome new subscribers? First, let’s look at the numbers. Welcome emails perform much better than standard mailings. For example, let’s take the average numbers for welcome chains and regular mass mailings according to Retail Rocket:
The higher rates are explained primarily by the fact that the user has not yet gotten used to and has not had time to get tired of the store’s mailings, he is interested in learning more, which means it is necessary to implement them in the email marketing strategy. In addition, 3 out of 4 subscribers expect to see a welcome email after subscribing.
- Helps meet subscribers’ expectations. For example, if you promised bonuses for subscribing and confirm this in a welcome letter, trust in you grows.
- They encourage action. Each letter has its own task – to introduce the benefits, tell about the bonus program, advertise your social networks, etc. Therefore, you must not forget to encourage the client to take action: go to the site, subscribe to social networks, etc.
Recommendations for creating a welcome letter and welcome chains
A welcome letter is the first step towards a potential buyer, so its design must be approached responsibly.
- Send a welcome email immediately. The user expects to receive feedback from you immediately after subscribing.
- Live up to expectations. What are you promising your customers? Is it useful information or a great offer? No matter what you promise in your welcome email, the important thing is that the subscriber receives all the information you promised.
When is a series of welcome emails needed instead of just one?
A welcome email chain is a tool that helps you not drown in information and convey the most important things to your subscriber when you have too many tasks on your hands. Here’s when and why it’s better to choose a chain of letters rather than one big letter.
1. Too much information
Let’s say you have an online cosmetics store. You want to talk about the brand’s philosophy, show the best products, and offer a discount on the first order. If you put all this in one letter, the reader will simply get tired, and the important points will be lost. Solution: split it into several letters.
Example:
- First letter: “We make cosmetics that care for you. Find out what inspires us.”
- Second letter: “Top 3 products worth trying. Only the best reviews.”
- Third email: “10% off your first order. Just use code WELCOME.”
How to Create the Perfect Welcome Letter for Your Email Newsletter
Let’s talk about the main elements that are found in welcome chains. We won’t mention the header and footer here – these are standard elements that you use in all mailings. What content should be included in a welcome letter.
Thank the customer for subscribing to your mailing list and letting you into their inbox. Make them feel important to you. Tell them what to expect from your mailings so that the subscriber starts looking forward to new letters from you.
Advantages of an online store
Tell them why they should make purchases from you. Morover create and manage content you need to introduce them to all the advantages of their registration (the first to receive a discount, a certain number of bonuses for purchases through the site or with a loyalty card, etc.). A wide range of products, service, warranty, payment and delivery features – all this excites your buyer and can become a significant motivation not only to make their first purchase, but also to become your client for a long time.
Stages of ordering in the online store
Describe the ordering process in your store. What steps does the user need to take, what payment methods and delivery options exist? All this information helps to remove the psychological barrier of ordering in a new place for the client.
Product selection and promotions of the online store
Despite the fact that this is a welcome letter, do not forget that the client may already be ready to buy if he sees an interesting offer. Tell the new client about promotions, discounts and special offers. Perhaps this is what motivates him to make his first purchase from you. Include in the letter recommendations of products that may interest the user.
Segmenter
To learn more about a new subscriber. Otherwise shopping data ask them to select product categories that are interesting to them. This will help you learn more about the customer and make future newsletters more useful and interesting for each subscriber.
Store blog or author blog
A very important element of introduction is to show the face of the online store. Introduce yourself, tell about yourself, share the history of your store or brand, introduce the team, if appropriate. Announce a blog with news and useful information for the client.
Links to social networks or mobile applications
Encourage social interaction. Use links to your social networks in each welcome email. This gives your subscribers not only the opportunity to share your message with their friends, but also to become part of your community.
As you can see, there are quite a few elements, it is important to choose the most important ones for you and create the perfect email for your store.