The World’s Top 100 Retailers Use of Welcome Emails and How to Improve Your Own
A recent report from growth marketing provider, Iterable, analyzed the new user welcome emails of the top 100 retailers in e-commerce. A number of key insights were gathered from the report, revealing general trends in world of welcome emails.
Some of these key trends include: welcome emails are used more often than not, most brands just use one welcome email, a small portion (only 26 retailers) offered a discount or other incentive in their welcome email and 13 of the top 100 retailers chose not to send customers a welcome email at all.
So, if most retailers are choosing to use welcome emails, what are the different structures of these emails? What are the true benefits and setbacks?
Versions of Welcome Emails
Say Thank You
Welcome emails have one of the highest open rates of any email type sent by retailers. While a simple “thank you” email is easy and to the point, its cut and dry nature often fails to engage the reader in creating a brand experience. However, this type of email is often effective in improving load time and escaping the spam folder.
Brand and Explore
Some welcome emails tend to encourage customers to focus on the reputation of the brand by providing further information on the brand’s history. These types of email remind users why they decided to sign up in the first place. They often use brand-specific images and direct the user back to the website. Well established fashion and sports brands tend to favor this approach.
Products and Purchase Pushes
Other welcome emails tend to encourage customers to view new products or products specific to their interests. Purely online sites like Etsy tend to favor this approach. While Etsy is not a retailer in itself, it and similar sites take up an important part of the online market. These push emails can be highly appealing to consumers, but if executed incorrectly, consumers can perceive these emails as pushy and invasive. If correctly implemented, they can be tailored to a specific consumer’s interests and needs.
How it Can Help in the Long Run
A solid welcome email can help create a fundamental link between your brand and the consumer. According to Chief Marketer and a Strategies Report from 2010, a welcome email can increase long-term engagement with a brand by 33 percent. While welcome email is a great starting point for increasing traffic and click-through rates, it also remains an important stepping stone in maintaining a consistent brand voice.
In order to establish this brand voice, it’s important to consider these simple steps.
First, say thank you. It’s probably in best practice to send a welcome email and to say thank you. This lets your customer know that you appreciate their business and acknowledge their choice to engage with you.
Second, consider providing an incentive. A voucher or special offer for new customers is an added boost to your brand name. This incentive can encourage buying and can also encourage more people to join your email list.
Third, ask for action. At the very least, directing consumers back to your website can provide traffic that would have been absent without its inclusion in the email. Alternative options include asking consumers to explore advanced features or read additional information can prove beneficial as well.
Lastly, provide them with an expectation. Let your consumers know how often you will be emailing. Tell consumers how often you will be emailing them to improve your brand transparency. Furthermore, allowing consumers to set preferences on the frequency of emails they would like to receive reduces the potential for irritation.
The importance of welcome emails is clear. By following these basics, your brand can take the first step in showcasing a brand voice and establishing a positive relationship with new customers.