The material was prepared by Daria Savitskaya,
ideologist and head of DashaMail service support department
We will talk about what a welcome-series is, why it is important to correctly set them up and how you can optimize them to improve results. Let us show examples of letters for different business areas and analyze the working welcome chain using the example of an online store.
Welcome letters, or welcome letters, are sent to the subscriber automatically immediately after the subscription / registration. It can be one or more letters (a chain or a series of letters), the goal of which is to turn the subscriber into a customer or a newsletter reader.
To achieve this global goal, welcome letters are designed to help:
- build relationships with a potential client;
- learn more about his interests and preferences;
- answer the most popular questions and objections;
- disengage from competitors;
- motivate the subscriber to be an active mailing list reader and, if possible, a buyer.
According to statistics from the Soundtest email service, the welcome emails show the following figures (averages):
- The yield is 45.7% compared to 18.8% for promotional emails.
- 9.7% clickability compared to 3.8% for promotional emails.
- Conversion 1% compared to 0.17% for promotional emails.
- Revenue $ 0.61 per letter versus $ 0.1 for a promotional letter. Revenues can go as high as $ 3.36 if letters are optimized.
Thus, openability and clickability is about 2.5 times higher than that of marketing letters. And the revenue is 6 times higher. It is worth fighting for!
Well-written greeting letters provide the subscriber what was promised during registration (for example, a discount or bonus); tell him what he can do next (for example, visit a specific section of the site, download the manual), involve the subscriber to see and maintain his interest in the brand, as well as learn more about the preferences of the subscriber - that is, provide the necessary sales movement for the business .
What should I write in the welcome-chain so that the welcome letters fulfill their tasks:
- confirm the subscription fact and thank for the subscription,
- tell you how to change your subscription settings,
- give a gift for a subscription
- ask to add the address to the address book (for delivery to the "Inbox"),
- introduce the site and company
- respond to possible objections
- introduce the author of the newsletters, if any,
- talk about competitive advantages
- show examples of work, customer reviews,
- ask for recommendations
- invite to social networks
- invite to the affiliate program
- engage in interactive.
How many letters can there be in the welcome chain?
If you have configured at least one letter, this is already a big plus. Then you can move in small steps, adding subsequent letters to the welcome chain. In them you can test various marketing hypotheses, trying to improve performance.
The basic rule is that the series should be slightly longer than the cycle of the transaction. Online stores often send short welcome chains of 2-3 emails, but compensate for this with a large number of regular mailings.
If there is no time to write regular mailings, then it is better to set up a long welcome chain. After all, after that, it will work without requiring intervention from you.
Examples of Welcome Chains
Example number 1
Email Verification. It will help to create a database of those who consciously and purposefully signed using the double opt-in mechanism.
The confirming letter of the creative studio "History of the Future" when subscribing to the newsletter of their 1968.Digital project:
Example number 2
Thanks for the subscription and possibly a bonus. You can place a button to go to the site with a catalog of goods and services, but it is not worth going to sales in the forehead.
Evrosumka.com with a subscription gift:
Example number 3
A magnet in the form of a subscription can happen not only at the first purchase, but also for example, access to useful materials, webinars, booklets, etc.
DashaMail service letter:
Example number 4
In the first letters it is appropriate to talk about the company, services and products, the capabilities of the site, as well as the benefits of a subscription. I do not want the subscriber to immediately unsubscribe from you after receiving the first bonus.
Company Completo in the first letter talk about the benefits of a subscription:
Example number 5
In addition, you can conduct a brief tour of the mailing list. Tell about the structure and frequency of sending letters, what will be the next letter.
Example number 6
For the convenience of the subscriber, you can number the letters as 1/6, 2/6, 3/6, etc., so that the recipient can navigate through the letters and know how much more ahead.
Letters of Carrot Quest A. At the end of the letter with the first lesson there is an announcement of subsequent newsletters in the training series. The most "hot" topic is best left last, so that the subscriber has an incentive to receive the entire chain of letters.
Example number 7
As one of the interesting options is a letter in which a company or brand team is represented. It works well in the b2b sphere, where partnership is important, or the service sector, where it is important to show expertise. After such a letter, a feeling of personal acquaintance is immediately created.
Letter from the mailing list of Svetlana Demina, Zigmund Smile:
Example number 8
Guide to products and services of the company. You can also use this email to better know your audience. To do this, prepare a letter, by clicking in which you identify the main segments in the database.
A letter online store home goods posudacenter.ru:
An example of a full well-chain online store
Letter number 1: Thanks for the registration and 500 rubles for the first purchase, as the corresponding magnet is used in the subscription form.
Letter number 2: closer acquaintance + base interest segmentation (by clicks) - as in the example of letter No. 8 described earlier.
Letter number 3: tour of the online store.
Letter number 4: Participation in the "Buyers Club" marketing program.
The welcome chain "Tableware Center" is designed to hook the site visitor and for this, a magnet of 500 rubles is used. Next, the company is trying to learn more about the subscriber, to engage him in purchases, talking about the convenience of an online store, and build long-term relationships with the help of a marketing program.
6 tips for optimizing well-letters
- Do not delay with sending.
As the saying goes, strike while the iron is hot. Send the first welcome letter within a couple of minutes after the subscriber left his e-mail. The second is best to send the next day, and the next - with a break of 2-3 days.
- Use corporate identity.
If you send letters in the "Subscription confirmed" or "Account created and active" format that solves exactly one task to communicate the fact of the action, then these are not welfare letters at all, but confirmation letters. Use the capabilities of the welcome letter, so that the subscriber remembers the brand, visually identifies your letter with the site where he just left his email, and generally stayed with you for a long time.
- Encourage the subscriber to perform a simple action. For example, view certain products on the site, answer 1-2 questions, but no more.
- Track the behavior of subscribers and respond to it. The interest of the subscriber may "die out" too quickly if you miss the moment. Segment new subscribers to understand who opens the letters and clicks and who does not. Send welcome letters again to those who ignore them, but with a modified theme. You can send welcome letters in the follow-up format with a question, suddenly the subscriber has problems with displaying your site or mailing list.
- Use the subject of the letter that corresponds to the task of the letter. Of course, a greeting as a sign of gratitude for a subscription lies at the heart of well-written letters, but this is far from the only goal and task. Possible extended topics for welcome letters: “Welcome! What's next?”, “Thank you for your subscription + 10% discount on the purchase”, “Welcome! Discount inside”.
- Add promotion / bonus. If you offer a discount or bonus in exchange for a subscription, then do not forget about it in a welcome letter. To avoid freeloaders and those who give fake addresses, you can think of a two-way: after the user has specified his subscription address, transfer him to the next page of thanks for the subscription and the transition is possible only if the verification of the address is successful. Further on the page of gratitude to report that all the "buns" catch in the letter.
Checklist for creating a working well-letter or a series of letters
- Understanding the sender to the subscriber. This could be a specific person, a mailing list author, or a brand whose subscriber subscribed to the news.
- Attractive theme and preheader, not misleading, but helping to solve business problems of the company (sales increase, etc.). In a welcome letter, a good expression of gratitude.
- Competent content in accordance with the subject of the letter: greeting, thanks for registration.
- Explicitly indicated mailing benefits to the subscriber. Forming the right expectations.
- Amenities for the subscriber: promo code, bonus, discount.
- Call for action, motivates action.
- Social network buttons. By engaging as many channels as possible, you increase the likelihood of a subscriber hooking.
- Link to unsubscribe.
- Sequence of expectations from the subscriber if a series of letters is sent. Reasonableness of a series of letters.
Since 3 out of 4 subscribers expect welcome letters, this is an incredible opportunity to work closely and efficiently with the audience for the benefit of the business. That is why they require careful preparation. But the result is not long in coming!