The importance of a welcome email


Published: 25.09.2019

Author: Monica Murray

Human beings tend to size others up very quickly. With all interactions, whether it's in person or online, these first impressions stick. This is why welcome emails are so important.


Welcome emails set the scene for a relationship. They're the moment we're most interested, and most open to being impressed. It's vital you get them right if you want to maximise the engagement of your clients.


Thanks to the majority of B2C companies which now send welcome emails of some description, 74% of all consumers expect one when they sign up to a mailing list[1]. And why not? It's an exchange of value. If you give a company permission to access your inbox, your personal space, it would be fair to expect a good email experience in exchange.


This expectation is beginning to proliferate across B2B audiences. You can get ahead of the trend by embracing the opportunity to engage. By signing up, customers are indicating an interest in what your company has to offer them. A welcome email is a brilliant opportunity to interact with them from the outset, collect more information, and cross-sell your content.


By investing in this early stage of your digital relationships, you'll create value for your firm. Studies have shown that welcome emails are 86% more effective at engaging audiences than any other email campaign[2].  As a result of this, they also yield 320% more return on investment.[3]


To get you started, click here for a Vuture guide on the anatomy of a welcome email and what to include. The most important thing to consider is what your clients will get out of your mailings. Remember, this is a value exchange. You need to consistently demonstrate the value your firm will provide to your subscribers, or they won't fully buy-in.


The value exchange doesn't have to end at the point of sign-up. Think about what else you can offer, and what you'd need in return from your subscribers. For example, many professional service firms are thought leaders, so ask what your clients want to hear about. In return, you can provide clients with the latest information, in their interest areas.


If you need help forming your welcome strategy, contact, or download our guide on the anatomy of a welcome email. The most important thing to bear in mind is the value of an email subscription. If you can deliver the same value back to your subscribers early on, you'll increase the effectiveness of your email programme.