26
The Welcome Email Email Marketing 101

Email Marketing 101: The Welcome Email

  • Upload
    sendgrid

  • View
    147.887

  • Download
    0

Embed Size (px)

Citation preview

Page 1: Email Marketing 101: The Welcome Email

The

WelcomeEmail

Email Marketing 101

Page 2: Email Marketing 101: The Welcome Email

WelcomeAboard

If you don’t send a welcome email...

Page 3: Email Marketing 101: The Welcome Email

WelcomeAboard

…it’s kind of like starting a conversation with a stranger, without ever saying hello!

Page 4: Email Marketing 101: The Welcome Email

WelcomeAboard

what is a welcome email?

Page 5: Email Marketing 101: The Welcome Email

WelcomeAboard

A welcome email is an opportunity to…

Introduce your

brand

Invite users to engage

with you further

Share tips/guida

nce on using your

product

Page 6: Email Marketing 101: The Welcome Email

WelcomeAboard

A welcome email is not...

Page 7: Email Marketing 101: The Welcome Email

WelcomeAboard

…a confirmation email.

Though they are easily confused, a confirmation email is meant to confirm subscription to a list and ensure you’re sending to recipients who

have opted in. Your confirmation email should include one simple call to action (CTA).

Page 8: Email Marketing 101: The Welcome Email

WelcomeAboard

WHY SHOULD I SEND a welcome email?

Page 9: Email Marketing 101: The Welcome Email

WelcomeAboard

A welcome email is your chance to convince customers they

are in the right place!

Page 10: Email Marketing 101: The Welcome Email

WelcomeAboard

Aristotle was a big fan of welcome emails—they follow his three

modes of persuasion.

Your best bet is to appeal to your customer’s logos, pathos, and ethos...

Page 11: Email Marketing 101: The Welcome Email

WelcomeAboard

Logos

Ethos

PAthos

(logic/reasoning)

(credibility/trust)

(emotion)

Page 12: Email Marketing 101: The Welcome Email

WelcomeAboard

Logos (logic/reasoning)

WHY?Ease any onboarding concerns or friction and encourage users to continue using your product/service..

Page 13: Email Marketing 101: The Welcome Email

WelcomeAboard

Logos (logic/reasoning)

HOW? Link to a FAQ or an onboarding video.

Page 14: Email Marketing 101: The Welcome Email

WelcomeAboard

EThos (credibility/trust)

WHY?

Introduce your product/service, reinforce your brand, establish credibility, and let your subscribers know their inbox is safe with you.

Page 15: Email Marketing 101: The Welcome Email

WelcomeAboard

ETHOS (credibility/trust)

HOW?Include a customer quote, well-known customer logos, and use strong branding.

Page 16: Email Marketing 101: The Welcome Email

WelcomeAboard

PATHOS (emotion)

WHY?Thank them for signing up and remind them they are valued, leave them with a warm, fuzzy feeling.

Page 17: Email Marketing 101: The Welcome Email

WelcomeAboard

PATHOS (emotion)

HOW?

Show gratitude (and personality!) and invite your subscribers to engage with your community by linking to your social media channels.

Page 18: Email Marketing 101: The Welcome Email

WelcomeAboard

Series tip

You could also provide additional messaging that…

• Highlights key features of your offering• Provides suggested resources• Encourages users to upgrade• Reminds them to set up email preferences

Why You Need a Preference Center

Page 19: Email Marketing 101: The Welcome Email

WelcomeAboard

WHEN SHOULD I SEND a welcome email?

Page 20: Email Marketing 101: The Welcome Email

WelcomeAboard

You should send immediately after sign-up, and then if it’s a series, over the next few days and weeks.

Page 21: Email Marketing 101: The Welcome Email

WelcomeAboard

Series TIP:

Most businesses can look at their data to determine when users begin to churn or remain inactive. Plan your series accordingly!

Page 22: Email Marketing 101: The Welcome Email

WelcomeAboard

Examples

Page 23: Email Marketing 101: The Welcome Email

WelcomeAboard

Email Example

Page 24: Email Marketing 101: The Welcome Email

WelcomeAboard

Email #1

Thank them for signing up and welcome them to the community

Share an onboarding

video and an FAQ link

Invite users to follow you on

your social channels

Email #2 Email #3

Series Example

Page 25: Email Marketing 101: The Welcome Email

WelcomeAboard

For more welcome email inspiration, check out our blog post:

Email Marketing We’re Geeking Out About

Page 26: Email Marketing 101: The Welcome Email

Learn More About Sending YourMarketing Email With SendGrid

Happy Sending!