welcomeWhat do you do when someone new signs up to your mailing list? Do you simply retain their details until you next send out a round of marketing emails, or do you give them the welcome that they deserve?

If you’re not welcoming your new subscribers to your mailing list, you could be missing a trick. Not only do they provide a great first impression and give your customers an excellent introduction into what your company does, they also have exceptionally high open rates. According to Experian, welcome emails can have open rates in excess of 50% (compared to around 15% for other marketing emails). Results like this can’t be ignored. So, maybe it’s time you introduced welcome emails into your email marketing toolkit. Here are just some of the ways they can benefit both your business and your customers:

Bypass Spam Filters

When someone signs up to receive emails from you, it’s clear that they are interested in learning more about your company and what you do. But, that doesn’t mean that your emails will automatically enter their inboxes. With rules regarding spam email getting ever stricter, you need to work extra hard to to make sure that your emails are reaching your customers’ inboxes.

With a welcome email, you can instruct your new subscribers to add your email address to their contacts list. That way, your messages will bypass the spam filter, and any images in your emails will automatically be downloaded from your server, further improving your reputation as a sender.

Dorothy Perkins ask their subscribers to add them to their contact list in their welcome emails:

Dorothy Perkins Welcome
Let Customers Know What You’re About

Not everyone who signs up for your emails will know everything about your company and what you do. They might have entered a competition, or they may have been tempted by an offer or discount. Your welcome email will give you a chance to give these subscribers an insight into what makes your company great, and let them know what benefits they will receive by being a subscriber. You don’t have to go into great detail here; you can just include a simple list of bullet points or a few images that will help sell your company without your new subscribers having to digest too much information.

Nuxe showcase some of their customer benefits in their welcome email in a clear and attractive way:

Nuxe Welcome 1 Nuxe Welcome 2 Nuxe Welcome 3

Encourage Them to Start Shopping!

Ultimately, the aim of the majority of email marketing messages is to turn your subscribers into customers: people who make purchases from you. Building customer loyalty can take a lot of time and effort, but encouraging your subscribers to make their first purchase with you can be a lot simpler with the help of a welcome email. As well as listing the benefits your company offers in your email, you can also offer your new subscribers a small discount off their first purchase. Emails like this often have very high open rates, and it may the push that people need to encourage them to make their first purchase with you.

Both Clarins and Black.co.uk offer a welcome discount to their new subscribers:

Clarins Welcome

Black Welcome

Welcome messages play an important role in the building and maintaining of customer relationships. They are appreciated by customers, helping them feel more valued in return. Try out a few welcome email strategies, and see which one works best for you.