This is a smart tactic for two reasons
Posted: Wed Jan 15, 2025 5:56 am
In the same way that abandoned cart emails are so effective because they are a direct response to a recent action taken by the recipient, “welcome” emails increase the chances that new subscribers to your email list will follow up on their initial action by making a purchase.
Simply put, every time a new member signs up for your newsletter or provides you with their email address, you should immediately receive a welcome email.
That email should define your value proposition, remind the recipient why they signed up in the first place, and point them to the next action you want them to take.
Here's a good example from pet-sitting service TrustedHousesitters:
Email from TrustedHousesitters welcoming a new member and encouraging them to join to connect with pet owners.
She speaks directly to me and uses exciting and persuasive language that compels me to complete the registration. That final half sentence about how their adorable pets can’t wait to meet me is an absolute killer –– I would need a heart of stone not to click “Sign Up Now”!
Technique #6: Mark Key Milestones
Don't forget to celebrate your audience's major milestones, like birthdays and anniversaries.
A lot of brands do this because it’s such an effective personalization tactic. Again, I just did a quick search of my inbox for “birthday” and found countless results, like this one from flower delivery service Bloom & Wild:
And this from ASOS:
:
It takes literally no effort for a brand to track my birthday (or a friend's birthday) and send me an automated email
It's an obvious opportunity to force me to buy something by offering me a "gift" (like a discount code) or by reminding me of a friend's birthday.
And it doesn't have to be limited to birthdays.
For example, travel brands could send a reminder 12 months after fresh list the day you left for that Caribbean vacation. “Remember Jamaica? Book your next trip!”
The possibilities are endless; nothing can be turned into an anniversary if you have enough audience data and a good imagination!
Technique #7: Tailor your copy for different audiences
Whatever type of product or service you sell, chances are you have more than one type of buyer.
To give a simple example, one audience segment may know everything there is to know about products like yours. They don’t need to be educated about the features and benefits; they are ready to convert based on their needs.
For these people, you don't need to worry about using complex terminology or explaining complicated concepts. You just need to be there with a compelling offer when they're ready to pull the trigger.
Simply put, every time a new member signs up for your newsletter or provides you with their email address, you should immediately receive a welcome email.
That email should define your value proposition, remind the recipient why they signed up in the first place, and point them to the next action you want them to take.
Here's a good example from pet-sitting service TrustedHousesitters:
Email from TrustedHousesitters welcoming a new member and encouraging them to join to connect with pet owners.
She speaks directly to me and uses exciting and persuasive language that compels me to complete the registration. That final half sentence about how their adorable pets can’t wait to meet me is an absolute killer –– I would need a heart of stone not to click “Sign Up Now”!
Technique #6: Mark Key Milestones
Don't forget to celebrate your audience's major milestones, like birthdays and anniversaries.
A lot of brands do this because it’s such an effective personalization tactic. Again, I just did a quick search of my inbox for “birthday” and found countless results, like this one from flower delivery service Bloom & Wild:
And this from ASOS:
:
It takes literally no effort for a brand to track my birthday (or a friend's birthday) and send me an automated email
It's an obvious opportunity to force me to buy something by offering me a "gift" (like a discount code) or by reminding me of a friend's birthday.
And it doesn't have to be limited to birthdays.
For example, travel brands could send a reminder 12 months after fresh list the day you left for that Caribbean vacation. “Remember Jamaica? Book your next trip!”
The possibilities are endless; nothing can be turned into an anniversary if you have enough audience data and a good imagination!
Technique #7: Tailor your copy for different audiences
Whatever type of product or service you sell, chances are you have more than one type of buyer.
To give a simple example, one audience segment may know everything there is to know about products like yours. They don’t need to be educated about the features and benefits; they are ready to convert based on their needs.
For these people, you don't need to worry about using complex terminology or explaining complicated concepts. You just need to be there with a compelling offer when they're ready to pull the trigger.