Friday, 8 April 2016

#EmailChat with Express Writers: Anatomy of a Welcome Email

Another awesome #EmailChat! This time it was all about welcome emails. We were joined by special guest Julia McCoy, founder of Express Writers, who shared her content marketing expertise with the AWeber community. From tips and tricks to best practices, you guys really delivered.

Couldn’t make it (or just need a refresher)? We’ve curated the best of the chat:

This is your brand’s first impression. Make it a good one.

Most people agreed – your welcome email is the first touchpoint you have with new subscribers. They help set the tone and expectation for your email campaigns – a crucial piece in establishing trust and rapport between you and your prospects. Think of them like a first date: make a good impression and leave ’em coming back for more.

Courses and ebooks and guides! (Oh my!)

We love incentives – here’s the proof. But they aren’t the only thing that should be included in your welcome email. Since this is the first time your new subscribers are hearing from you, be sure to cover the basics. Types of content you’ll be sending, frequency and a little background info are all important points of note.

It’s a great time to get personal.

Don’t be afraid to get personal. That’s the point of your emails, isn’t it? We like Julia’s suggestion to reiterate what kind of product or services you offer and it’s benefits, with caution. Hard sells are a turn off – initiate them into your tribe before you ask something of them in return.

Use incentives with caution.

But wait… didn’t we just agree that incentives are a great way to draw people in? Well, yes. But it’s important to remember that some people might only sign up to your list to receive that exclusive content and then go dark on you. One way to keep people connected is to extend the life of your incentive by rolling it out slowly – this works great for a course or video series.

Don’t be afraid to get creative with your call-to-action.

Just because you’re not pushing your product right off the bat doesn’t mean you can’t encourage your subscribers to take action. We love the idea of asking subscribers to connect with you on social – it’s a great way to open up the conversation and create a stronger sense of trust. Links to relevant educational resources, like a video or blog post, is also a win.

Stand out in the inbox with these subject line tips.

The first step in getting people to open your welcome email is to get them to open it. Do this with a standout subject line! Mentioning the incentive you promised is enticing, as many of you mentioned during the chat. A lot of welcome emails stick to a pretty standard formula (“Welcome + Your Offer”), so think outside of the box – with emojis, perhaps? Either way, this is something that is totally testable.

Look to others for inspiration.

They say imitation is the sincerest form of flattery. And while we don’t condone plagiarism, it’s totally cool to get inspiration from your favorite brands. Our friends at Wistia do a really stellar job with their emails, as well as vocal coach/AWeber customer Felicia Ricci – check out her Case Study here.

#ComingUp

We’ve teamed up with Grammarly for the next #EmailChat! We hope you can join us on Thursday, April 21 @ 12pm ET. Spread the word:

Questions? Suggestions? Learn anything new? Let us know in the comments!

The post #EmailChat with Express Writers: Anatomy of a Welcome Email appeared first on Email Marketing Tips.



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