Write welcome eDMs that won't go to trash. | Willow & Blake

The email inbox is a sacred, personal place. We like to think about it as someone’s digital home. Unfortunately, thanks to data sharing and impossible unsubscription processes, people deal with a whole heap of door knockers and unsolicited house guests. So, when someone signs up for your mailing list, they’ve extended a precious invitation. Unfortunately, lots of brands show up to that first invite empty-handed. Or already drunk. Don’t be that person.

Your welcome email sets your customer’s expectations for your email communications. When they see your name in their inbox do they mindlessly delete, or are they instantly delighted? Here are some tips for a welcome email that leaves a great impression:

Step up your eDM subject lines.

The hardest part of an eDM is getting your audience to open it. So your subject line needs to stand out amongst the other 2,897 unread emails (inbox zero is for psychopaths). Your only opportunities for grabbing attention in that Wild West of a cluttered inbox are your email subject and your preview text. Your copy needs to be quick to draw and first to shoot.

To achieve this, we’re looking for a balance of clarity and intrigue. As a general rule, it’s best to pair a more ‘straighty 180’ subject line with some more fun, expressive preview text, or vice versa. 

E.g.

Subject

Hey, new girl.

Preview text

Welcome to [business name].

OR

Subject

Your Intro to [business name].

Preview text

It’s your first time? We’ll be gentle…

Now, pat yourself on the back for not releasing yet another “Welcome to XXX” eDM into the world.

Say thank you in your brand voice.

Not to get all preachy, but it is a privilege to be in someone’s inbox. So you better come correct, and thank them for the opportunity. 

You don’t have to overdo it (cancel the fruit bouquet delivery), something simple in your brand voice will do the trick. Here are some quick examples:

• We know you’re busy, and so is your inbox. Thanks for signing up with us. 

• Thank you for inviting us into your inbox. We love what you’ve done with the place.

• Thanks for signing up. We solemnly swear to only send you emails when we have something (REALLY) exciting to tell you. 

Include an intro offer.

These days, we approach eDMs like trained guard dogs. We’ve read and deleted so many, it only takes one whiff under the door to find out;

• What do they want from me?

• Are they offering me anything in return?

Get off on the right foot by making your welcome email all give and no take. This doesn’t just mean handing out discount codes or freebies; downloadable resources, personalised product selections, or quiz results are other ways to flex your generosity.

This is not the time for lengthy feedback surveys or upsells. There’s an artful and respectful way to do those, but only once you’ve become a regular in their Mail app.

If you don’t have anything to offer yet, just stick to point 2 and give a simple thank you, then be on your way. Classy.

Now you’ve nailed the first eDM, you’ve set the standard for the rest. Read some of our brutal branding truths to keep you on the straight and narrow.

Speaking of eDMs, ours are pretty great.

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