Best Practices in HR
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Antoine Bonicalzi
  October 10, 2019

Why Is a Welcome Email Series so Important?

A welcome series is a collection of emails that is automatically sent at a predetermined frequency when someone subscribes to a mailing list.

For example, if someone fills out a subscription form on your website, an email is sent immediately, then a series of other emails goes out every 5 days for 1 month.

Or, after making a purchase, a customer receives a series of emails, one per week for 10 weeks.

Did you know that:

· Companies that communicate with a new subscriber significantly increase their conversion rates.

· A new subscriber is much more likely to buy than an older subscriber.

· A welcome email sent immediately following a subscription will have a higher open rate than most other emails you send.

· Unfortunately, more than 40% of companies do not get into the habit of sending a simple welcome email.

· 27% of companies still have not communicated with a new subscriber three weeks after a subscription.

In other words, your welcome series must be automated, and the first email should be sent a few minutes after establishing the relationship between your brand and the new subscriber.

Don’t forget that the ultimate goal of a welcome series is to increase your sales. Here are some tips to help you sell with this set of emails.

Example of a welcome series for a company that offers professional services

 Email 1: Welcome!

Welcome your new subscriber (new prospect or customer), mention what they can expect in the days/weeks/months ahead, and include a call to action, such as Request a Consultation, for example.

Email 2 : Here’s what we do

This step is meant to build your prospect’s trust. Take advantage of this time to present your expertise and your team. It’s also a good opportunity to talk about your experience and success stories.

Email 3: Here’s how we can help you

Achieving goal XYZ is challenging, here’s how we can help.

Email 4: Are you ready for success?

Send a small checklist to prepare, help and support your client throughout the process.

An example of a welcome series for a company that offers professional products

This email series is triggered when a customer makes a purchase on your website.

Email 1: Thank you for your purchase!

Confirm the purchase, reassure the customer regarding delivery, returns, etc. You can also include a discount coupon applicable on a future purchase.

Email 2: Here’s how to get the most out of your purchase

Inform your customer about all the ways they can use their new product, share best practices and maintenance tips.

Email 3: Something else you might like

The time has come to offer complementary products or services. For example, if your customer bought a printer, you could offer a special price on cartridges, or tell them the benefits of your preventive maintenance program.

Courriel 4: Your feedback is important to us

Comments and reviews go a long way on the internet. Ask your customers to leave a review on your site, on Google, or on Facebook. This will help you get exposure, and more importantly, you will know what areas need improvement.

To conclude, do not forget that you need to communicate quickly after a prospect has subscribed to your list in order to build trust in regards to your product and your team. Don’t let them forget you. When they first subscribe you are still fresh in their minds. The question is, for how long?

Good luck!