You know the drill – email marketing is a massively important aspect of your blogging business. Not only does it help you to continue to build a personal rapport with your readers, but it also ensures they are regularly up-to-date with your blog content and beyond.
We’ve previously discussed how to keep your email subscribers engaged and what types of emails work best for them. And now it’s time for us to take things one step further. Do you know the two types of emails that are underrated the most? Well, it’s time to meet and greet them.
We all know how first impressions matter. When you dispatch the very first email to a new subscriber, you are giving them a hint of what they should expect from you. That’s why welcome emails are so important.
A welcome email sets the tone for your communication with your readers and gives them a glimpse into what they should expect from your brand. Here are three great types of welcome emails you can send out to your readers:
- A warm welcome note: thank the person again for subscribing and show them your blog vibe. You can also highlight the most popular posts on your blog that they might want to check out.
- Highlight the perks: a new subscriber should feel like they have made the right choice by opting in. Reinforce this by listing all the perks that come with being on your list.
- Reward them with a freebie: by sharing a small token of appreciation, you create a better relationship between you and your readers. Share a quick checklist with them or a short guide for editing their Instagram snaps. Make a new subscriber feel special from day one.
Once you decide on the form, it’s time to work on the content. Designing a welcome email may take some time, but hey – do it once, do it right, and use it all the time. Apply this quick formula to craft your first email:
The subject line: Keep it short and sweet. A new reader should immediately know what your message is about.
The body: Direct and clear. What’s the goal of your welcome email? Is it to direct new readers to evergreen content or popular posts? Get them to download your freebie? Or for them to follow you on social media? Whichever it is, your copy should reflect that goal. Be clear on the point and include a single CTA.
Highlight what’s in it for them: You already know this – the quickest way to engage with someone is to tell them exactly what’s in it for them. Remind your new reader why being on your list is as good as being a VIP customer with their favorite brand.
Set the expectations and deliver on promises: If you said that you won’t send out #spon emails, stay true to your word no matter what. Also, mention how often the new emails will arrive from you. It might be tempting to go email-zilla and dispatch an email whenever you publish a new Instagram post, but don’t forget that 66% of people unsubscribe from newsletters because the emails were excessive.
Speaking of unsubscribes, apart from receiving too many emails people tend to opt out when the newsletter content does not meet their expectations and/or becomes no longer relevant. But don’t worry, you still have one chance to retain those subscribers when this happens.
First of all, don’t take this personal. The average email unsubscribe rate across different industries ranges from 17% to 28%. You don’t want to be someone’s graymail – you want your emails to reach only the right people at the right time. But that doesn’t mean you shouldn’t at least try to re-engage some readers.
That’s what unsubscribe emails are for. They can be fun, witty or emotional – whichever you feel is the best tone to speak to your audience.
So, how do you go about creating unsubscribe emails? Simple, really. Don’t fret about making them too long or overloading them with too much info. Keep it short, sassy and to-the-point. First, mention that you are really sad to see them go, but you “get it”. The reader should always have a freedom of choice – a very powerful weapon that makes people want to stay.
Next, include a re-subscribe button, just in case. If they opted out by mistake or changed their mind, that way there’s an immediate option to pedal back. Always promptly notify that they will no longer receive any information from you.
Finally, it wouldn’t hurt asking why the person decided to unsubscribe. This way, you can receive some great feedback you can act upon!