Welcome letters are welcome letters or series of letters, with the help of which we win the attention and trust of the client, and do not behave like Oriflame consultants selling straight to the point. This is why welcome letters are read more often. So, maybe we can start leading the subscriber to a purchase there? But this must be done very carefully. We will tell you exactly how.
Let’s look at the average performance of welcome letters in comparison with regular mailings – they are several times higher.
Below are the results of 2 different Salomon brand mailings.
Welcome email opening rates
In this screenshot we see the opening rates of welcome emails, where the Open Rate is 77.36%.
And here are the same indicators for regular mailing, where the Open Rate is 48.87%.
Open rates for regular emails
This is because we haven’t yet bothered the client with our letters, and he’s waiting for something new and interesting.But sometimes a series of welcome emails leads to sales.
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What to include in a welcome email that can lead to a sale
Brief information about the company , a description of the benefits, necessary instructions – in other words, everything that anticipates the client’s questions and difficulties. Here is an example of a welcome letter from KidZania:
Necessary instructions in the welcome letter
KidZania is a children’s entertainment. What should parents do while they are waiting for their children? The company offered various options in the letter and added useful tips on what to take with you and what to take care of before visiting the center.
The motivation to get to know each other better is a story about truly useful features, and not just a routine USP .
Tell us about the benefits in the welcome letter
“Aromatic World” talks about the benefits of online shopping, adding special conditions for regular customers and subscribers.
Justified expectations : If a subscriber is expected to receive a discount, they should receive it.
The promised discount in the welcome letter
Call to action — if the welcome letter is received by a hot audience. In this case, everything depends on the niche: if it is a clothing store, a call to action in the first letters will be appropriate. You can give a discount for a subscription, indicate the validity period of this discount and offer to use the discount “right now”.
Limitations in a sales welcome letter
But if the bank offers the client to apply for a loan already in the welcome chain , it will not be very appropriate. When it comes to finance, investments and products with a long purchase cycle, it is appropriate to first win over the client in the welcome chain, to prepare the ground for loyalty growth.
In other words, there is no need to strive to make welcome letters selling, but it is worth remembering that if certain conditions are met, a sale in Welcome will happen.
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When and what kind of sales welcome messages are appropriate
A welcome message should match the situation in which it is sent. What we write in welcome messages depends on the users’ early actions, number of purchases, number of sessions, and place of registration.
Welcomes with discounts and promo codes – before purchase, not after
For example, a client came to our site not from the mailing list, bought a product and left their email for an electronic receipt. Thank the client for subscribing and purchasing, tell them about the cool selection, brand features, competitive advantages, give advice on how to care for the product.
Purchase receipt and brand story
It is definitely not worth selling this client anything else right away – give him time to get used to you. What if he doesn’t like the first product or has problems with it? You will need to process this request first. The next step may be telling him about a new promotion, new products, discounts or special offers.
If you want to give a promo code for the next purchase, do it at the end of the welcome chain.
Warming up emails for the next purchase – after an optimal number of days, calculated using analytics
There is no need to warm up a client who has just made a purchase – he is already loyal. Look at how much time passes on average between the 1st and 2nd purchases. Send a welcome letter as this average period approaches, where you tell what and how else you can buy from us, doctor database and at the end of the period – welcome letters with an offer to buy.
For example, in a retail online store of building materials there is quite a large variation in the number of days between 1 and 2 purchases.
Number of days between 1 and 2 purchases
If we are setting up a welcome chain based on such data, it makes sense to choose a period for the second welcome calculated using the median (middle) value.
Here are the indicators how to track a cell phone number of various segments of the same store (wholesale and retail):
Average time between 1 and 2 purchases in different segments
And these will not only be completely different mailings, betting email list but also the time between letters in the welcome chain.
Along with the discount – a story about the brand
If a client came to the site and subscribed from a pop-up with an email discount offer, then our chain, or rather its introductory part, will change a little. We will thank the client for subscribing, give him a discount and logically move on to telling him about ourselves.
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Non-selling newsletter welcome messages – along with links to selling articles
If the visitor has subscribed to the news, we send him only the news, but with their help we lead to articles, which in turn already sell the product. This can be the TOP-5 articles on a certain topic related to the news.
Build relationships with your customers from your first welcome emails
To do this, follow a few rules.
Send a welcome letter as soon as possible. Don’t wait if you’ve started getting to know each other. As soon as the client leaves their address, you should send them a letter right away – if they shared their address, it means they’re really waiting for a letter.
Make the first letter memorable : don’t forget about the corporate style and brand recognition. Add images of the site – this will help to fix the image of the brand in the person’s memory.
Speak the client’s language – talk about yourself in a clear, accessible, and interesting way.
If you add a survey, do not put pressure on the subscriber , explain why it is needed, and limit yourself to 1-2 questions.
If you are creating a chain of letters, do not delay sending the next one :
The client’s interest may drop after a few days. Here, monitor the statistics – if the client did not open the first letter, send him the same one again. If after the first letter he did not open the next one, find out the reason – maybe there were some problems with the mail or he did not like something. Such attention can be a very important factor for the client.
If you promise a discount, share it only after the client has completed a given chain . Do not give a promo code immediately on the site after entering the address.
Find out how much it will cost you
Turnkey Email Marketing
How many letters should be in a sales welcome chain?
In fact, welcome letters only meet the client, greet him, thank him for subscribing. This is what the first letter in the chain will always be.
The next letter can be used to send a survey and segment subscribers. For participation in the survey, we give a promo code, a discount or a small but pleasant bonus.
Actually, from this moment the subscriber can already become a buyer. To strengthen the acquaintance, you can send another 1-2 letters with calls to buy or special product offers.
