3. Showcase Your Brand
Right now, while your new subscriber is at peak engagement level, is the time to show off the very best of your brand. Airbnb gets it exactly right in this welcome email, which combines gorgeous photos with wistful holiday planning to get new subscribers excitedly clicking through options straightaway.
4. Get the Impetus Going
The best possible way to keep up the momentum is to get your new subscriber to take an action that familiarises them with your products or creates value before they have time to lose interest.
Try to do this in a way that doesn’t push them to spend money (at least, not yet). For example, offer a feature tour, give them access to exclusive subscriber content, encourage them to download a free version of a product, or so on.
Research has shown that recipients are 42% more likely to open and read welcome emails than any other type of promotional email.
You might think you have all the time in the world to build a rapport with new email subscribers, but the truth is: you’ll probably never have a better chance of them opening your emails than you do right at this moment. Take the time to perfect that first contact. It’ll pay off.