Companies, especially many SaaS businesses, offer free content, such as e-books, guides, reports, and other goodies to increase their visibility and collect email addresses.
One common mistake I see over and over is that this email includes a download link or quick thanks and not much else. Yet this is often your first point of contact with people who’ve just expressed interest in a field in which you’re probably selling.
It’s worth your time to make a great first impression here and take advantage of the opportunity to make a meaningful connection, set expectations if they get put on a marketing email list, or include a more specific call to action with enough context to persuade.
Litmus offers its 2015 State of Email Report as an instant download. While the email I got doesn’t specifically say “welcome”, the message acknowledges the fact that I may be new to the Litmus universe. Litmus already knows that I’m interested in email because I downloaded their report — so I’m likely more receptive to their nudge to start a free trial.
What I especially like about this email is the explicit “Now what?”. If you’re sending freebies and resource downloads to grow your lists, come right out and answer the “Now what?” question. Will you send more emails? Do you want them to start a trial? Would you like them to share the resource?
One quick tip: be specific in your subject line. Instead of “Here’s your ebook,” include details. People are more motivated to open and read an email from a relative stranger if the subject line is clear. Here’s a nice example from Copyhackers: Yay! You’ve got your free persuasion ebook + this (you’ll love it).
Read more about how to optimize your welcome emails and grab our editable templates.