Building Trust with First Time Customers
According to a Marketing Sherpa survey, the welcome email sent to first time subscribers has an impressive open rate of 50%. Compare this to a mere 20% open rate for newsletters and you start to see the importance of putting more effort into the type of emails you send to your new recipients.
Although you do not have to necessarily send the emails in this order, here are six examples:
The on-boarding email
The welcome email allows you to continue the conversation with your audience.
Just like that first meeting and subsequent handshake you exchange when you make initial contact with a person, a welcome email gives your new subscribers an impression of you and your business.
According to an Experian welcome email report, on-boarding emails receive four times more open rates and five times more clicks than other types of emails.
Your welcome email should succinctly:
- Thank your recipient for subscribing/purchasing
- Tell them what to expect in subsequent emails
- Tell your subscriber what your business is about
- Encourage them to connect on social
- Tell them how often they will hear from you
The introductory newsletter is a great way to make your first time subscriber feel like part of the family. In this first newsletter, you could introduce them to your team, what you are currently working on, and any new updates or news they should know about.
Remember that newsletters typically have a lower open rate even among loyal customers. Be sure to optimize your newsletter by crafting captivating headlines and creating high quality, relevant and interactive email content.
Do not be afraid of cross promoting or upselling in your newsletter—this is part of informing your subscriber about what is available for them as a member of your community.
The nurturing email
Besides discounts and sales, email recipients love value-packed educational emails.
Providing free premium educational content is one of the best ways to show your subscriber that you value their time and understand their needs. It shows them that it is not all about you; it really is about them.
Autoresponder series are excellent for delivering nurturing, educational content. Marketing Sherpa calls autoresponders the ‘sweet spot’ between direct email marketing and transactional email. On average, a good autoresponder delivers 100% greater value than a newsletter.
The reason why autoresponders are so effective is that they cater to the trigger-based needs of your subscribers i.e. they are contextually relevant so you can give your recipients what they need when they need it.
The post-purchase email
Think about it: after signing up with a brand, would you continue to engage with them if they do not send any message to say thank you, show you how to use the product or answer common questions that buyers like you typically have?
A post-purchase email can be automated. Depending on the buying cycle and the nature of the product, you may need to send several emails triggered by the purchase or related action. For example, you can include a video or a step by step guide on how to use the product, you may include customer testimonials, a checklist, shipping details and any other information based on the transaction.
The interactive email
The interactive email is essentially a follow up email that you can send a couple of weeks or a month after the recipient subscribed or purchased something from you.
Such an email may include a poll, quiz or assessment that will help you deliver a more personalized experience to your subscribers.
This is a good place to ask your subscriber for feedback about their experience so far. It is also an invitation for them to reply to your emails, speak to you directly and continue with the dialogue.
The initial offer Email
You might be a bit skeptical about sending a ‘salesy’ email to first-time subscribers in fear of turning them off.
However, there is a better way to understand the sales email—this is an opportunity to show your subscriber that you value them a lot and you want to offer them exclusive value that is only accessible to community members.
Your offers need to be rare and valuable; no one wants to be bombarded by sales pitches too early in a business relationship.
Use soft persuasion techniques instead of hard driving, ‘buy, buy, buy’ messages to convince subscribers to get on board with your offer.
It takes a lot for anyone to give up their email address. Consider it a privilege to have someone subscribe to your email series or to purchase from you. Those first few emails provide a golden opportunity to show your new subscriber that they made the right decision to choose you over everyone else.
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Thank you for visiting our website, we hope to see you again!Mike Conkey