Hi, Friend!
Show of hands - do you send a welcome email to your new subscribers (learn how to welcome new
subscribers)? If your hand is up, well done, this is the most impactful email you may ever send.
One study found that welcome emails get 4x more opens and have a 5x more clicks than other promotional emails. What an amazing opportunity to share valuable information about how you can help your audience.
Now for those of
you who have a welcome email, I have 2 more questions (if you’re not currently sending a welcome email, pay attention this is important stuff):
- How often do you check the performance? and
- How often do you optimize your email to get better results?
The answer to how often you check performance should be monthly (take a moment to check your welcome email performance).
Why?
To make sure the email is doing its job. That job is to make sure you’re connecting with new subscribers and giving them content they’re interested in right off
the bat.
Honestly, if your open rates are less than 50%, this email needs work. If this is the case, try experimenting with a new subject line (try experimenting with a subject line generator, here’s our pick for the top 8). If you’re at a 50% open rate, can you make this better?
☝️ That paragraph right there is how you optimize. Focus on a piece of data you have (your open rate), think about what it’s telling you (folks might not be
intrigued enough by the subject line to bother opening), and test ways to fix the problem (try other subject lines or add a preheader).
Now check your click rate (learn how to increase clicks with amazing email content). A good click rate for your welcome email should be at least 10%. If you’re not achieving this, here are a few questions to ask yourself:
- Is your copy relevant to your
audience?
- Is it fulfilling
on the promise you made on your sign up page that got people interested in the first place?
- Are your links compelling and using action-oriented words?
- Are your emails optimized for mobile users?
To improve your performance, think about why people signed up for your email list in the first place. Now give them more of that in your welcome email.
