Three welcome email examples

Out of all the emails you send to your subscribers, your first few will have some of the highest open rates. It’s a HUGE opportunity to start building a strong foundation, so you should avoid the massive mistakes so many default to, especially after all the hard work you’ve already done to get the lead.

Trying to figure out the perfect first message to send to start turning your new leads into raving fans & customers might leave you feeling a bit overwhelmed and unsure...

Do you reach out to every lead individually and send a personal message? Do you try to educate them? Engage them? Understand them? Or do you blunder though it and end up sending the same lackluster emails everyone else does?

When I started getting leads on my website, I felt confused on what to do and it reminded me of a dog from my childhood. You might be feeling similar...

I used to live next to a family whose dog LOVED to chase cars. Without fail, he’d tear off at full speed along the fence barking at every passing vehicle.

I’d always laugh to myself saying “you silly dog, I’d love to see your face if you ACTUALLY caught one...”

Think Before You Personalize Your Email…

Think Before You Personalize

If you’ve been subscribing to email marketing campaigns for any length of time, you’ve probably experienced personalization several times.

How much of it impresses you? How much of it makes the email feel “personal?”

Yeah… me too.

Lately, I’m wondering whether as email marketers, we’ve allowed ourselves to get lazy with personalization, and whether we can do better.

I can hear some of you thinking, “But personalization gets more opens and clicks!”

But Does It?

I’ve heard numerous marketers say it does. And it’s entirely possible – if not likely – that at least some of them regularly test this and continue to find it to be true.

But when’s the last time you tested it?

I’ll be honest here and say I haven’t tested it in quite a while – partly because other tests are more interesting or exciting.

Besides…  The Click IS Surely What Really Matters?

I've been thinking about what it means, in practical terms, to take a long-term approach to email.

  • Alex, Do You Have a Minute?
  • Exclusive Savings for Alex
  • Alex – Good news and bad news
  • Hi Alex
  • ALEX, Save 30% For Two Days Only!

Now, let’s face it: a lot of these emails would get the average person to open them. I opened them.

But does that mean they’re a good idea? What do you think of someone when they send you an email with those subjects?

  • Alex, Do You Have a Minute? – I did. And I just spent it on your email. Was it worth it?
  • Exclusive Savings for Alex – Is it for all people with my name? Is this National Justin Day? Why not just say “Exclusive Saving for You?” Personalization here, while it might get more opens, makes no sense when you read it.
  • Alex – Good news and bad news – Good/bad news for whom? This one isn’t the worst I’ve seen, but if the news isn’t really good or bad from the reader's point of view, then you’re taking a very “me-centric” approach to your relationship with your subscribers. Not good.
  • Hi Alex – this screams “I’m spam!” There’s technically nothing deceiving about saying Hi to someone in the subject line, but… it just feels wrong. It feels like a subject line that a long-lost friend or relative would use to reopen communication with you after disappearing for years.

    Wouldn’t you be mad to get an email with that subject, open it, and find it was an email campaign?

  • ALEX, Save 30% For Two Days Only! – Quick personalization tip: Don’t put my name in ALL CAPS, even if that’s how it is in your database. This is why in AWeber, you can use the “fix” version of several variables (example: {!firstname_fix}) to correct any incorrect capitalization.

How much more likely are you going to be to unsubscribe if you get an email with a subject like these? How much more likely to click “Spam?” How much less likely to open other emails later, or recommend that company to someone else?

Isn’t There More To A Truly “Personal” Email Than A Name?

Personalization isn’t a bad thing in and of itself. But when it gets misused for the sake of an extra open or click, it becomes a bad thing. It also becomes less effective over time. And it allows us to think that we’re creating “personal” emails just by merging a name into the message.

A truly personal email addresses the subscriber’s needs, desires, fears, preferences and other aspects of their personality.

Truly personal emails look at things like:

  • Which emails an individual subscriber has opened and clicked through from in the past
  • Where on your site s/he visits
  • How s/he originally found you and what inspired him/her to sign up to your list
  • And a lot more things that aren’t coming to mind at the moment

A lot of this isn’t typically considered personalization – it falls more under discussions of segmentation and targeting. But I think it’s worth considering that relevance and personalization are somewhat interchangeable when we think about it from the subscriber’s perspective, and not our own. A relevant email is personal, and a personal email is relevant.

Over to You

What's your take on the name field issue?

Do you know any other case studies that present compelling evidence on either side of this matter?

Do you have any further questions you'd like me to answer?

Please let me know by leaving a comment below!

Start Building Your Email List – 7 Great Opt-in Examples

Start building your email list

Start Building Your Email List........

7 Examples of Brilliantly Effective Opt-in Offers, and How You Can Use Them in Your Business

You’re all set to start building your mailing list, knowing that it’s one of the most important assets for your business.

There’s just one little issue…

…what the heck should you create as an opt-in bribe?

If you’re serious about building your list “subscribe to my newsletter” isn’t going to cut it, but also neither is some generic, boring free report.

So what exactly does an excellent opt-in offer look like? Read on to find out…​
How to create a brilliant opt-in offer in 6 easy steps.

The fastest way for you to create a highly effective opt-in offer!

Start Building Your Email List with these 3 Rules for Excellent Opt-In Offers

An opt-in incentive, an offer, a bribe, a lead magnet – all mean the same thing: something to persuade your visitor to punch your sign-up button. An effective opt-in offer can take many shapes or forms, but always includes these 3 characteristics:

Start building your email list

1. It Must Provide a Solution to ONE Problem!

Regardless of how people find their way to your website, they're looking for a way to alleviate a frustration or fulfill a particular desire.

Your opt-in offer is a quick taste of the sort of information the visitor will find on your website currently and in the future. To be effective, it must target a problem specific to your audience.

Your opt-in offer should provide one solution to one incredibly annoying problem.​

A common error is to be too broad and all-encompassing. Your opt-in offer is not about solving ALL the problems.​

Start building your email list

2. It Must Be QUICK & SIMPLE!

A one page-cheatsheet is enough. A ten minute audio file is enough. A five minute video is enough. When it comes to your opt-in offer, bigger is not better.

You're aiming for something that your visitor could instantly apply. A good way to keep your opt-in offer lightweight and bite-size is to give yourself a time constraint.

Take no more than two hours to create your opt-in offer!

Remember that 90% of your audience are complete novices. Create it for them! Using your opt-in offer should require as little skill as possible.

When your opt-in offer needs explaining, you've lost it.

People think that a good opt-in offer is a 400-page ebook or a 5-hour video series. While those occasionally work, the function of an opt-in is not to educate at a massive scale. Your audience is looking for a piece of chocolate, not a gourmet meal with added benefits.

3. It Must Be Consistent With Your Overall Message!

The most often overlooked aspect of opt-in offers is consistency.

To keep a good perspective on consistency, try to remember how your visitor got to your page in the first place.

​If the page your visitor lands on matches their expectations, it's much easier to hold their attention (in our Next Generation List Building training, this is the principle of relevancy).

Think of it from a visitor's perspective:

Imagine a visitor fascinated by your article on, for example, cake decorating. This visitor is so enthralled by cake decorating that they click your targeted sign-up link to learn more.

Whatever they see next must continue from the same thought, almost like an uninterrupted conversation.

If your sign-up offer is focused on not cake decoration, but say, baking in general, it's an immediate disconnect. Your visitor probably won't stick around.

However, what if we offer this visitor a quick guide on homemade cake decorations? They'd be likely to download your guide because, as a result, your content of the page matched their expectations.