Welcome email: the first step in customer relations

At Digital Response, we treat email marketing as a tool within a relationship marketing strategy. This strategy, beyond focusing on specific actions with short-term results, seeks to build a stable relationship with the customer that generates trust and provides advantages in the medium and long term. From this perspective, it is easy to understand the importance of the first step in this relationship. There is only one chance to make a first impressionThis often determines how the relationship will develop.
Today we have some ideas for your welcome emails. How? Are you still not going out to welcome your customers? If so, you are missing an interesting opportunity. Let's not forget that welcome email is one of the types of email that gets the highest open rate.
Here are our tips:
Be creative: It's the first impression, you have to make a good impression. Show your charm and strive for an image that is consistent with your branding, attractive and original. If you take the opportunity to play with a creative concept around this "welcome" you can get very good results.

It offers an incentive: It's a classic... because it works. Offering a discount, free shipping, or a free gift on the first purchase creates a sense of urgency and makes it easier for the subscriber to become a customer.

Informs about the advantages of being a subscriber: keep your audience close, let them know the benefits of subscribing to prevent them from leaving.

Get more user informationYou have tried to simplify the registration process to eliminate friction and ease the way for the user by increasing the number of registrations, but in this way, we have avoided asking too many questions in the first instance, and therefore, we have too little information. Let's give the user the possibility to access their preference centre and fill in the information that can help us communicate better with them and segment our actions.


Encourage engagement: publicise your social networks. Do you have an App? Invite the user to download it. In short, show them the way to stay connected with the brand and achieve the much sought-after engagement.
In these welcome emails, we also have to take into account whether the user is registering in the e-commerce or just subscribing to a newsletter, and what is the response we expect from the user. In another article, we will continue talking about other emails that offer key opportunities, as is also the case of the antagonist of the welcome email: the unsubscribe email.