Email marketing automation begins at email capture. Immediately following that, the all-important welcome email series must begin.
Those initial emails are your first impression on a shopper. They can make all the difference in the overall success of your business and your email marketing automation plan.
If you don’t think using a welcome series is a necessity, think again. Here are five reasons a welcome series is a must in email marketing automation:
It’s the Expectation
A thoughtful welcome series to begin the email marketing automation process is a great way to grow your customer base. However, only considering that fact makes it sound like it’s negotiable. It’s not. It’s an expectation. A study from Econsultancy revealed 74% of consumers expect to receive a welcome email after subscribing. Among that group, 64% believe the initial email should arrive within 15 minutes. Not giving the majority of your customers something they expect would be self-sabotage.
The welcome series emails you send are likely to have some of the highest open rates within your email marketing automation process. According to research from Chief Marketer, open rates with welcome emails reach as high as 60%. If you’re successfully growing your subscriber list, that’s a lot of eyes on your messages. It’s the perfect opportunity to build your brand.
A Series Beats a Single Email
It’s incredibly important to remember how much more valuable it is to approach welcome emails as a series rather than sending just one. Ideally, your email marketing automation process should include three-to-five interconnected welcome messages. In some instances, such a series received 90% more orders than a lone email. If you want to limit your ability to receive a first-time purchase, send a single welcome email. If you want to turn subscribers into revenue, deploy a series.
Breaking the Ice
Completing that first sale with a customer is crucial. It’s typically not easy, though. All of us can be stubborn before making such a commitment. But fear not, some of the pain points that come with that process can be eliminated with a strong welcome series. After you’ve told a subscriber about your brand and why shopping with you is a fun and unique experience, you can spend the final couple welcome series emails incentivizing a purchase. Including a discount and/or free shipping in the latter welcome emails can help your brand break the ice with a new customer.
Beating the Competition
Receiving welcome emails
How Engine Mail Can Help
Engine Mail was built by e-commerce veterans based on their extensive experience in online retail over the past 25 years. The goal is to provide an email marketing automation product that is superior to anything you’ll find elsewhere. That includes the best possible tools for delivering high-quality welcome series emails.
If you want to greet your subscribers in a way that will help turn them into loyal customers, Engine Mail is the tool for you. It’s easy to use with all the best practices built into the software. You’re not searching and wondering how to use email automation, it’s telling you.