Welcome emails are an essential part of your email marketing strategy. It’s that first impression a new donor or volunteer experiences. And that first experience often determines whether they’ll keep coming back.
Plus, compared to email newsletters, welcome emails have high engagement rates – an average read rate of 34%.
Welcome Emails: Essential Elements For Every Nonprofit
As a nonprofit marketer seeking to build stronger relationships, you want to get welcome emails right. Here are a few strategies the best email marketers use for successful welcome emails:
- Timeliness – One of the most important things you can do to help your welcome email be effective is to send it as soon as a subscriber interacts with your organization, leveraging the “freshness” in the mind of your new donor or volunteer.
- Email automation – Automation makes it easy to send emails quickly and efficiently. You can set up automation so that when someone signs up for an email list, a welcome email is sent out instantly. Getting an email to them quickly is vital— subscribers will be more likely to take an action– such as donate or sign up to volunteer– when your organization is still top of mind.
- The right content – Most welcome emails are used to thank a subscriber for signing up. In addition to a sincere “thank you,” include other ways your new donor or volunteer can connect with your organization, such as social media platforms and where subscribers can go to get more information. For example, Mercy for Animals invites new subscribers to watch a video:
The above is just a starting point.
For more, Campaign Monitor published 10 Things Every Effective Welcome Email Needs to help ensure welcome emails perform precisely the way you need them to.
Check out their snappy infographic:
If you create engaging welcome emails that hook your subscribers from the start, you’ll ensure your future emails get opened and acted on.