You only get to create a first impression once (obviously), so you’d better make the attempt count. As Malcolm Gladwell, the author of Blink: The Power of Thinking Without Thinking, says, “Buyers make most decisions by relying on their two-second first impressions based on stored memories, images, and feelings.”

Email marketing automation is one of the most useful tools to create a lasting first impression. With properly set up email marketing you can send automated welcome emails immediately after a person subscribes to your emails.

An example of a great welcome email:

Here’s a detailed post on email marketing automation that includes five examples of automation done well so take a look if you’re looking for some more insights.

 If you fail to adopt the possible benefits automation offers, you might be losing some serious revenue:

Did you know that  MarketsandMarkets claim that the marketing automation industry might be worth $5.5 Billion by 2019? An industry couldn’t possibly be this big if they didn’t provide some serious value.

In comparison, if a country had a GDP of $5,5 Billion, it would rank in between Eritrea( GDP of $6.051 Billion) and Mauritania(GDP of $5.063 Billion), ranking 150 out of 191 countries. Source – StatisticsTimes.

Also, did you know that according to Hubspot, 64% of marketers say they saw the benefits of using marketing automation within the first six months of its implementation?

This fact really does again prove the point, doesn’t it? Without any further ado, let’s move on to business!

Select an Email Marketing Provider for the job

First of all, let’s hope you didn’t think you’d be using Gmail or Yahoo mail for the job. If you did, it’s possibly a good idea to do some research on email marketing. A solid place to start would be Sender.net. We personally use it for email marketing because of it being a combination of cost-effectiveness and user-friendliness, but of course, other providers do the job, too.

You should know it’s really important to select an easy-to-use SaaS that doesn’t plan on ripping you off AND at the same time retains all the tools you’ll need in your marketing.

This is no easy task. Yet again, you’re not alone in this struggle – a lot of people experience the same frustration. Then, basic economics takes place and the market comes to the convenience of the consumer in the form of review sites.

As you might know, Mailchimp was the first one in the industry. That doesn’t necessarily mean it’s the best in what it does. Here’s an extensive list of alternatives to it if you want to get the full picture.

If you’re not willing to do your own research on each and every one of them, here’s an infographic made by Capterra that shows the very best providers currently:

Once you complete the difficult task of choosing the provider, you should move on to the next important thing.

2. Create a simple and interesting subject line

Don’t think this is about clickbaiting – something designed to make readers want to click on a hyperlink (open the email) especially when the link leads to content of dubious value or interest. Here’s a great example of clickbaiting:

Do your best in avoiding this kind of content. It probably doesn’t do the brand any good. Misleading subject lines damage your brand image and erode the trust your audience has in you. If people see a subject line that promises them something, they’re going to want it, or else, they’ll consider your content spammy and maybe even retaliate and unsubscribe. What’s for sure – they’re less likely to open your emails in the future.

Did you know that according to ConvinceandConvert, 35% of email recipients open email based on the subject line alone?

If you decide to go down this road for the sake of a one-time huge open-rate, you might be damaging your brand’s image in the long term.

Here’s another example:

Credits: SearchEngineJournal

That’s what you’d call a good sense of humor, right?

Here’s a concentrated, good read on this topic by another author – Shocking! ‘Clickbait’ Doesn’t Work With Email Marketing.

So, how to write a good subject line? Simple:

First of all, use personalization. They grab the attention of your recipient without potentially misleading him. According to Adestra 2012 report, Personalized subject lines are 22.2% more likely to be opened. If you’re giving away something for free, your subject line should mention that and as you probably know, the subject line must also be concise and directly related to your website/shop/blog.

Assume you’re running a pizzeria. Let’s say someone just subscribed to your daily newsletter. As a sign of good will, you might send him an email with a discount voucher code with the subject line:

A)Here’s your FREE voucher just click here!!!

B)Thanks for subscribing, {$Firstname}. Your complimentary “Pizzeria name” discount is in the email.

Which example is prone to damaging your reputation, A or B?

As you’ve probably guessed, the answer is A. Using too many uppercase letters, exclamation marks, being too sales-oriented can hurt your open-rate and skyrocket your unsubscribe and spam report rate. Also, a simple thanks goes a long way so it’s always good to be polite. If you choose to use the opportunity it might make an impact on how your subscribers view your brand.

Considering that the very first email the subscriber gets will automatically highlight what you’re and your brand are all about, it may contain more text than usual. Though usually, your subject line should never exceed 30 characters, anything longer could be considered unnecessary.

Pro tip: Make the first sentence as interesting as possible, it will be shown in the letter preview next to the subject line. Also, make sure you’re using a business reply-to e-mail address, for example – [email protected], not a generic address like [email protected]

3. Urgent content delivery

A very important thing – in the first paragraph you should set the tone by presenting the very thing that attracted people to subscribe – be it an offer, a menu, a discount voucher.

New subscribers probably have high expectations. If you don’t plan on presenting it in the first sentences, put it in the first half – the welcome email is your time to shine! This helps if you are eager to build your business’s credibility.

Just don’t overdo with the text – we all know that people nowadays are a bit exhausted with all the constant new information:

As you see, Piperlime once had a great welcome email.

4. Getting into the inbox

After creating the content your next big concern is getting into the inbox. If you’ve dealt with email marketing before, you probably already know that it’s quite hard getting into the “Inbox”. Most of the time, they’re being filtered out as advertisements. Unsurprisingly, the best way to get into the inbox is also the simplest – you can simply ask them to Whitelist you in the end of the email if they really want to hear from you in the future.

Sender.net has an article tips on how to get into the inbox, you should definitely give this article a read if you want to do email marketing correctly.

 5. Add social media buttons

A welcome email is a great chance of earning a couple of new followers on your social media accounts. What’s more, new contacts are curious about your business and would probably like to do some research before trusting the brand. Checking social media is a quick and easy way of getting to know the brand. Of course, the increased engagement is also a nice bonus:

What’s more, new contacts are curious about your business and would probably like to do some research before trusting the brand. Checking social media is a quick and easy way of getting to know the brand. Of course, the increased engagement is also a nice bonus. If people want to interact with your business, why shouldn’t you let them?

6. Last touches

Finally, if you’re feeling extra creative, you could add logos of your worldwide known clients (if you have any) at the very bottom. Customer testimonials work, too. Just make sure they’re the ones that praise your business so that your subscribers know the things you’re loved for. People are increasingly resistant to advertising, so recommendations from their peers are the ones that may influence their decision to become a buyer straight after subscribing. Testimonials are the driving force behind 20-50% of all purchasing decisions.

In conclusion, the welcome email is the only opportunity to make a lasting first impression, so you’d better make the shot count!

 

AUTHOR: Rimantas Griguola, Business and Marketing Developer at Email Marketing Service Sender.net

Posted by Outside Contributor

From time to time, we are glad to feature outside authors who contribute to BizzMarkBlog with their insights and experience. This is one of those features.