Hey! Someone has signed up for my blog!
I’ll send them an email to touch base and start a fruitful relationship before they become customers.
If only it was that easy!
Nowadays, the internet is awash with newsletters and email campaigns. An internet user can sign up to a newsletter on virtually any subject.
This means that when someone finally does sign up for your email it’s a big deal and one you don’t want to screw up.
The team over at inbound.org recently put their whole onboarding process online and let users critique it.
One of the things that came up most often is the importance of your welcome email. It has the highest engagement rate and is the beginning of what you hope is a great relationship.
However, people often miss this opportunity or simply turn their users off immediately.
Here's three reasons why it's happening to you:
1) You include more than one CTA
and immediately bombard them with: Hi! Welcome! NOW! Follow us on social media; change your profile picture; make your first comment!
Your audience's time is precious. None one has enough time to do all of that. Remember you're trying to plant the seeds of a fruitful conversation. More than one CTA means you're not talking to your audience but shouting at them!
2) Your first email doesn't give them any value
People don't sign up to your emails for you to sell to them; they sign up for value. Never ask for something back in the first email; instead, give them something of value that can solve their problems.
Too many people make the mistake of making their welcome email business-focused rather than consumer-focused. My college Eric describes it as deciding what side of the table are you on? Selling or Helping? You should always be trying to help.
3) You're not personalising! And that doesn't just mean you use their first name!
In today's saturated world you need to fight for people's attention. You need to give them a reason to care about you and your company.
For example, if you've been at a conference and 20 people have signed up; your automated welcome email should not be used. Your welcome email instead should mention the conference you attended.
Remember, you're trying to cultivate a relationship; you can't do that with a cold email.
I don't recall all the emails you posted here. I am sure you have a good automation system - is it Hubspot that sends it? But, like the rest of this audience that gets a lot of email, I didn't notice your emails because they got lost in the melee that is my inbox, or they got trapped in my Outlook Clutter. Either way, my reaction to the 6 messages was "I remember the first one, and maybe that one, but gosh I really don't recall getting all of these". So maybe make these onboarding emails a little memorable. Get a kick-ass graphic designer from an agency - no, your in-house graphic designer just doesn't have the consumer design chops to do this - and make these emails stand out.