Beyond the Welcome Email: Keep Building That Relationship
The welcome email should be part of any and all email solutions because it is easy to do and highly effective.
Why do we send welcome emails? Because they have high engagement rates, yes, but also to get the relationship off to a good start, right? After all, this is a relationship you are beginning, you hope, with this person who just subscribed or purchased. And being a relationship, you want it to be something that continues and grows.
So don’t stop at the welcome email. Instead, figure out a series of emails you can send to build on that first contact with the customer. Perhaps do a series that educates them about your products or services, rather than trying to tell them everything at once. Or offer content that’s relevant to what you sell but isn’t directly selling, like dog care tips for the pet owner or business travel tips for the executive. You could even use this getting-to-know-you period to get more information from them, asking them for input about their needs.
When configuring your email solutions and developing your welcome campaign, it matters less what you do and more that you do it, that you proactively reach out and say more than “Welcome,” so you engage them beyond that initial contact.
Whether you’re a B2B or B2C marketer, the welcome email is a welcome addition to your email marketing mix. It’s also one that gives you a leg up over the competition because only about two-thirds of retailers currently use one, and I suspect the number is even lower for B2B marketers.
So put out that welcome mat, then keep on working to build a relationship with that prospect!