{"id":42983,"date":"2015-07-24T16:20:46","date_gmt":"2015-07-24T16:20:46","guid":{"rendered":"https:\/\/massmobileapps.wordpress.com\/?p=42983"},"modified":"2015-07-24T16:20:46","modified_gmt":"2015-07-24T16:20:46","slug":"how-to-write-the-perfect-welcome-email","status":"publish","type":"post","link":"https:\/\/massmobileapps.com\/blog\/how-to-write-the-perfect-welcome-email\/","title":{"rendered":"How to Write the Perfect Welcome Email"},"content":{"rendered":"<h1 class=\"article-title\"><\/h1>\n<div class=\"article-body\" dir=\"ltr\">\n<p>By Ryan Diess from Digital Marketer<\/p>\n<h1 class=\"article-title\">Congratulations! You have a new email lead.<\/h1>\n<p>Now what?<\/p>\n<p>First, know that your new lead is as excited to hear from you at this moment as they will ever be\u2026 what will you do with that power?<\/p>\n<p>Indoctrinate.<\/p>\n<p>Take this opportunity to\u2026<\/p>\n<ul>\n<li>Introduce yourself\/your company<\/li>\n<li>Set expectations for what they will receive<\/li>\n<li>Restate the benefits of being a subscriber\/lead<\/li>\n<li>Get them to make microcommitments<\/li>\n<li>Open a loop<\/li>\n<\/ul>\n<p>If you craft this Indoctrination email properly you\u2019ll be much more likely to convert this lead to a customer.<\/p>\n<p>Let\u2019s take each element of the welcome email in turn\u2026<\/p>\n<p><strong>Introductions<\/strong><strong>\u00a0<\/strong><\/p>\n<p>Your welcome email (in most cases) should come from a real human being\u2026 not the company. The CEO (or other face of the company) is a good person to put in the FROM line on an Indoctrination email.<\/p>\n<p>It\u2019s as simple as stating\u2026<\/p>\n<p><em>\u201cHi, My name is Ryan Deiss and I\u2019m the founder of Digital Marketer. I wanted to take a second to say hello and welcome you to the family.\u201d<\/em><\/p>\n<p><strong>Set Expectations<\/strong><\/p>\n<p>Tell them exactly what to expect from you, when and how often.<\/p>\n<p>Say something like\u2026<\/p>\n<p><em>\u201cHere\u2019s what you can expect from us\u2026\u201d<\/em><\/p>\n<p>Then, simply list everything they will begin receiving from you via email (and otherwise) now that they are a subscriber.<\/p>\n<p>This includes letting them know, in a subtle way, that you will be sending promotional email.<strong>\u00a0<\/strong><\/p>\n<p><strong>Restate Benefits<\/strong><\/p>\n<p>While you\u2019re telling them what they should expect, restate the benefits of these communications.<\/p>\n<p>Something like this will do the trick\u2026<\/p>\n<p><em>\u201cI know this is going to be an absolute game changer for you because\u2026\u201d<\/em><\/p>\n<p><strong>Don\u2019t expect your new subscriber to connect the dots. \u00a0Hit them over the head with the benefits and take advantage of their attention to build excitement and anticipation for future communications.<\/strong><\/p>\n<p><strong>Make micro-commitments<\/strong><\/p>\n<p>In future emails you\u2019ll be asking your subscriber to do things such as read a blog post, download a white paper or buy a product.<\/p>\n<p>An Indoctrination email is the time to start training your new subscribers to make small commitments.<\/p>\n<p>The first microcommitment is to ask them to whitelist your email address. Create and link to a page on your website that gives clear Whitelisting instructions (see ours at digitalmarketer.com\/whitelist-instructions\/).<\/p>\n<p>Let them know that they run the risk of not receiving your emails if they don\u2019t whitelist you.<\/p>\n<p>Second, ask them to connect with you elsewhere. This is where you can increase engagement with your new subscriber on social media. We\u2019ll talk more about why \u201cengagement\u201d is so critical to today\u2019s email marketer in a second. (Hint: We aren\u2019t talking about fluffy, hippy marketer \u201cengagement\u201d metrics here)<\/p>\n<p>Say something like\u2026<\/p>\n<p><em>\u201cTake two seconds and join us on [FACEBOOK, TWITTER, YOU TUBE, LINKED IN].\u201d<\/em><\/p>\n<p><strong>Opening Loops<\/strong><\/p>\n<p>Do you know why your favorite TV drama ends every episode with a cliffhanger?<\/p>\n<p>Because it creates tension. And tension creates attention.<\/p>\n<p>The human brain craves conclusions and a good email leaves your subscriber on the edge of their seat &#8212; anxiously looking for your next email.<\/p>\n<p>It\u2019s called \u201copening a loop\u201d and your Indoctrination email should contain one.<\/p>\n<p>Try something like\u2026<\/p>\n<p><em>\u201cAs an added bonus for subscribing, I\u2019m going to be sending you my best [white paper\/blog posts\/case studies\/tools, etc.]\u00a0\u00a0 It\u2019s about [DESIRED RESULT]. Be on the lookout for an email from me tomorrow.\u201d<\/em><em>\u00a0<\/em><\/p>\n<p>OR<\/p>\n<p><em>\u201cDo you know the #1 reason why [INSERT A RIDDLE\/REASON WHY\/ETC]. I bet it\u2019s not the reason you think. I\u2019ll give you the answer tomorrow but for now\u2026\u201d<\/em><em>\u00a0<\/em><\/p>\n<p>Then, set up a second email that closes the loop\u2026 and, perhaps, opens another.<strong>\u00a0<\/strong><\/p>\n<p><strong>How to Stay Out of the SPAM Folder<\/strong><strong>\u00a0<\/strong><\/p>\n<p>I saved this for last but it may be the most important purpose of your Indoctrination email.<\/p>\n<p>Engagement. And I mean engagement as judged by Internet Service Providers and email clients, particularly Gmail.<\/p>\n<p>The primary metric used to determine whether your future emails will make it to the Inbox or the SPAM box is Engagement.<\/p>\n<p>When subscribers take actions like\u2026<\/p>\n<ul>\n<li>Open<\/li>\n<li>Click<\/li>\n<li>Favorite\/Star<\/li>\n<li>Reply<\/li>\n<\/ul>\n<p>\u2026 they are much more likely to keep getting your email.<\/p>\n<p>Many of the elements of this Indoctrination email are intended to increase these engaging actions.<\/p>\n<p>Opening loops increases open rates. Whitelisting increases deliverability. Clicks on social media links increases click-through rates.<\/p>\n<p>The perfect welcome email not only creates new prospects that are indoctrinated to you and your business\u2026 it also ensures that future content and promotional emails get delivered.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>By Ryan Diess from Digital Marketer Congratulations! You have a new email lead. Now what? First, know that your new lead is as excited to hear from you at this moment as they will ever be\u2026 what will you do with that power? Indoctrinate. Take this opportunity to\u2026 Introduce yourself\/your company Set expectations for what &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/massmobileapps.com\/blog\/how-to-write-the-perfect-welcome-email\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;How to Write the Perfect Welcome Email&#8221;<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,4,5,7],"tags":[10,11,13,14,15,16,17,18,19,20,21,22,24,25,26,27,28,29,30,31,32,33,34,35,36,37,38,39,40,42,43,44,45,46,47,48,49,50,51],"class_list":["post-42983","post","type-post","status-publish","format-standard","hentry","category-facebook-2","category-loyalty-apps","category-loyalty-programs","category-mobile-marketing-loyalty-apps","tag-apps-for-business","tag-business","tag-business-owner","tag-business-services","tag-clock","tag-computer-safety","tag-credit-card","tag-customer","tag-customer-loyalty-programs-toronto","tag-customer-management","tag-customer-satisfaction","tag-customer-service","tag-facebook","tag-first-time-buyer","tag-google-add-words","tag-hackers","tag-increase-sales","tag-level-of-service","tag-loyalty-app","tag-loyalty-marketing","tag-loyalty-program","tag-loyalty-programs-toronto","tag-mobile-app-development","tag-mobile-computing","tag-mobile-marketing-toronto","tag-point-of-sale","tag-positive-feedback","tag-programmers","tag-punched-card","tag-reward-website","tag-sales","tag-seo","tag-smart-phone-apps","tag-smartphone","tag-smartphone-apps","tag-social-media","tag-true-loyalty","tag-twitter","tag-website"],"_links":{"self":[{"href":"https:\/\/massmobileapps.com\/blog\/wp-json\/wp\/v2\/posts\/42983"}],"collection":[{"href":"https:\/\/massmobileapps.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/massmobileapps.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/massmobileapps.com\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/massmobileapps.com\/blog\/wp-json\/wp\/v2\/comments?post=42983"}],"version-history":[{"count":0,"href":"https:\/\/massmobileapps.com\/blog\/wp-json\/wp\/v2\/posts\/42983\/revisions"}],"wp:attachment":[{"href":"https:\/\/massmobileapps.com\/blog\/wp-json\/wp\/v2\/media?parent=42983"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/massmobileapps.com\/blog\/wp-json\/wp\/v2\/categories?post=42983"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/massmobileapps.com\/blog\/wp-json\/wp\/v2\/tags?post=42983"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}