First impressions are incredibly important, especially when you’re wanting to develop a good relationship with someone. The same goes for your welcome email series, which is your first chance to impact a new subscriber.
This first impression has the power to make or break a sale.
The good news is that you’re actually more likely to land a sale from someone who’s just subscribed to your email list because they took the initiative to sign up in the first place. Generally, new subscribers are more engaged with your content and are likely to open or click your email.
Welcome emails have a 34% average read rate—that’s 42% higher than the average email.
What is a welcome email series?
A welcome email series is an opportunity to capitalize on that signup momentum while introducing your most important features to your new subscriber. Compared to traditional emails, a welcome series has a different set of goals and CTAs. Instead of trying to entice a sale, a welcome email will prompt subscribers to learn more about the company itself.
By providing essential brand highlights, welcome emails are a great way to inform the customer journey and better position them to move forward in your sales funnel.
Take a look at this example from Away. Away clearly demonstrates who they are, discusses the features of their luggage, and offers an incentive at the end.
Source: Really Good Emails
To properly nurture your new subscriber, a welcome series should include at least three different emails. However, let’s take a look at the final welcome email and how to use it for better conversion rates.
What is the final welcome email?
While all emails within the series serve a purpose, the final welcome email is arguably the most valuable asset because it prompts the subscriber to take action. Goals of the final welcome CTA typically include:
- Enticing first-time buyers with your product or service
- Scheduling phone calls or further conversations
- Requesting more information
- Onboarding customers
- Asking for testimonials or reviews
- Receiving product or customer service feedback
This will be your final message to push the subscriber to click on your CTA and, hopefully, move into your lead conversion pipeline.
What should the final welcome email include?
After guiding your new subscriber with other emails in the series, you need to create urgency around your CTA with a final welcome email. Whether this is actually purchasing a product or scheduling an appointment—this email needs to drive home why they should do business with you instead of competitors.
How can you create an email that demands results? Here are a few components that your final email must include:
- Subject line: Attention-grabbing text that invites an open
- Personalized greeting: Address your subscriber by their name.
- CTA: Entice your subscribers to take action.
- Benefits: List out what sets your business apart.
- Incentive: Offer free shipping, free trial, or a discount off the final sale.
How to measure a final welcome email
Measuring your final welcome email is crucial in determining the entire series’ success. After all, the final email is the last message that should accomplish the campaign’s goal. Within Campaign Monitor’s dashboard, you can easily analyze your welcome series email metrics. To better understand how your final welcome email performed, monitor the following data:
- Open rate
- Click-through rate
- Lead conversion rate
By analyzing this information, you’ll be able to see how successful your final email series was and what you need to improve on in the future.
Does it really matter?
If you’re looking to hook your subscribers and increase your conversion rate, the final welcome email absolutely matters. This email is the last chance to capitalize on your new subscriber’s excitement for joining your email list and needs to prompt some sort of action. So, if you want subscribers to click on your final CTA and move into your sales funnel, your final welcome email needs to have an impact.
The final welcome email is an essential element in your series. Without one, you could be missing out on a valuable sale. Now that you understand what a final welcome email, it’s time to develop one for yourself. Kick-start your creative process by learning about the dos and don’ts of crafting a perfect welcome email that drives results.