How to write a good B2B welcome email?

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20, October 2016

If someone signs up for your emails, sending them a confirmation email is a good idea; the so-called welcome email. This is especially important if you don’t send emails very frequently. As time goes on, people will simply forget who you are, let alone remember you being that potential party they might want to free up some space in their business inbox. How do you write a good welcome email for the business market? Five tips.

1. Use a personalised subject line

Personalised subject lines can make for a significant increase in the number of opens and click-throughs, according to the most recent version of the DDMA Nationale E-mailbenchmark. However, the same report also shows that this particular strategy is employed in only 3 percent of business marketing emails.

In other words, getting ahead of your competition couldn’t possibly be any easier. This is especially true if you consider that including someone’s name or company in the subject line only takes a few seconds of additional work if you use the right email marketing software.

2. Introduce yourself again

People don’t sign up for your emails for no reason. So your new recipients should ideally be familiar with your company already. Still, it can’t hurt to introduce yourself again. If you offer a variety of products or services, it is likely for a recipient to not be aware of every single way in which you can benefit their company.

Create a short text in which you explain what exactly your company does, and include a link to a more detailed description on a landing page. Remind your recipient of the types of emails they signed up for, and what they can expect from you in the future.

3. Personalise the contents of your email

You most likely haven’t had the time to build up an extensive profile of the people who just recently signed up for your emails. Especially if someone hasn’t bought a product or service from your before, in which case you don’t have a clear picture of the kinds of issues their company is dealing with – and how your company can help them in the process.

However, you still have some opportunities to personalise the content of your emails. If you know someone’s location, for example, you can tailor your content accordingly. You could include the contact information of their regional account manager, or the address information and phone number of your nearest office.

4. Include a blog and Twitter feed

As a marketing channel, email is up to six times more effective than social media. Of course this does not mean social channels can’t be extremely valuable. Improve your engagement with your recipients by informing them of your blog and your social accounts.

One highly effective way of doing so is to include a live Twitter feed in your welcome email, which shows your latest tweets to your recipients. Or you could include the RSS feed of your company blog in the template of your welcome email, which automatically shows the most recent posts in your emailings.

5. Get to know your recipients

A welcome email is an excellent tool for introducing yourself to your recipients. However, as is the case in real life, introductions work best if they go both ways.

Use your welcome email as an opportunity to get to know more about your new recipients. The kind of content someone clicks on, for example, can tell you a lot about their interests, or the problems their company is facing. In other words: a good reason to keep track of your email statistics.

A more direct way of obtaining this kind of information is to simply ask for it using a poll in your email. Let’s say you offer IT security software. You could simply ask someone about their number one security concern. This information provides you with insights into what is happening on the market, and it also tells you about the needs of specific recipients.

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