Congratulations! You have a new email subscriber. It’s time to pop the champagne and celebrate.
But then what?
In this post, we’ll share how to craft an effective and endearing welcome email. The goal is to turn a new subscriber into an instant fan. Let’s get started.
Why You Need to Send Out a Welcome Email
Getting an email subscriber is a huge deal because it grants you immediate access to that person. Now that you have permission to market to them, you can start building a relationship of trust with them. With the right moves, you will eventually convert your email subscriber into a customer. And then, with even more impressive moves, you can turn that one-off customer into a loyal one that tells others about you.
But it all starts with your welcome email.
That’s a lot of pressure for an email.
But your welcome email isn’t just a regular email. It is your first individual interaction with a prospective customer.
Up until joining your email list, your prospective customer met you briefly through your blog or social media posts. But now that they’ve joined your email list, they’ve entered into a new level of engagement with your brand. Your welcome email represents the first time the prospective customer truly meets your brand.Your welcome email represents the first time the prospective customer truly meets your brand. Click To Tweet
It’s an important moment that deserves extra attention.
Here are some of the wonderful things your welcome email does:
It sets the tone.
Your welcome email will formally introduce subscribers to your brand. Who are you? Are you friendly? Irreverent? Transparent? Straightforward? Use your welcome email to convey your brand’s personality and start connecting with your subscriber.
It sets expectations.
Your welcome email will tell your subscriber the following:
- How often you’ll send out emails (every week, twice a month, etc.)
- What types of emails you’ll send (promos, sales, news, etc.)
It gives directions.
Your welcome email will tell your subscriber what to do next. For example, it can direct them back to your blog, invite them to follow you on social media, or ask them to take a survey.
You can also provide your subscriber a list of instructions, such as how to whitelist your future emails (with a quick in-email tutorial). This is helpful if you discover that your emails often end up in the spam folder.
It provides value.
Deliver relevant resources to your subscriber through your welcome email. Be sure to share content that immediately benefits your subscriber.
In addition to all of the above, your welcome email is also important because it has the highest open rate of any marketing email that you’ll send. Ever.
Your subscriber is the most engaged with your business when they initially sign up for your email list. The next time they’ll reach this level of engagement is after purchasing your product/ subscribing to your service.
After signing up for your list, your subscriber is engaged and excited about your brand. This is the time to strike because the iron is hot.
How to Nail Your Welcome Email
Now that we’ve discussed why your welcome email is so important, let’s shift into action. Here’s how to create a welcome email that gets results.
Send it immediately.
Subscribers expect to receive a welcome email immediately after signing up. If they don’t get an email right away, they’ll wonder if they’ve actually signed up at all.
Don’t start your relationship off with doubt.
Immediacy is even more important if you’ve promised a lead magnet. Your subscriber wants to get the goods right away.
Fortunately, you don’t have to deploy every welcome email manually. You can rely on email marketing software to do it for you automatically. As soon as someone signs up, your email marketing software can send out your optimized welcome email. By the time they open their inbox, your email will be waiting for them.
Be sure there’s no delay in sending out the welcome email.
Start off with thanks.
Start your email by thanking your subscriber for signing up. It’s a small gesture, but a smart one. It shows that you care about your subscriber.
End by showing that you’re thankful.
Don’t just say you’re thankful. Demonstrate your gratefulness by offering something of value right away to your new subscriber. (This gift should be offered in addition to any lead magnet that you’ve promised to your new subscriber.)
Here are some ideas:
- Offer a promo code to your new subscriber
- Share a downloadable asset, like an ebook or checklist
- Encourage them to schedule a free consultation call
- Give them access to a locked resource library
- Invite them to a subscriber-exclusive webinar
With this small gift, you’re showing the subscriber that you’re a source of value.
Reiterate the benefits of joining your email list.
Your subscriber may have signed up for your list just to receive a freebie (i.e. your lead magnet). Now that they’ve subscribed, give them a list of reasons why they should stick around.
Do you provide special promos exclusively to your email list?
Do you offer advice and tips that benefit your subscribers?
Don’t be coy. If you offer discounts, news, and exclusive access to your email list, let your new subscriber know in your welcome email so they can anticipate what to expect from you in the future.
Ask for more information.
The best way to get email subscribers is to ask as little information as possible. The more questions you ask a prospective subscriber, the less likely they are to complete the sign up form. This is why so many email newsletter sign up forms only ask for a name and an email address.
However, once they’ve signed up to your list, it’s time to learn more about your subscriber. This allows you to segment (or divide) your email list into small groups so that you can send more personalized emails.
Use your welcome email to find out more about your subscriber. For example, you can ask:
Why did you sign up for our email list?
What topics are you interested in reading about?
What industry do you belong to?
Turn it into a series.
So far, we’ve discussed a lot of things to add to your welcome email. But if you added all of the above to one email, it would be overstuffed with multiple calls to action. That’s not good because it confuses your subscriber and prevents them from decisive action.
Instead of settling for just one email, share the above information over the course of multiple emails. Make a welcome email series.
Creating an email series gives you plenty of benefits, such as:
- It gets your subscriber in the habit of opening up your emails
- You don’t overwhelm your subscriber by sending too much information in one email
- You can deliver non-stop value and solidify their impression of you as a resource
- You can share about who you are as a brand (i.e. your values, your history, your mission)
- You can show how you help your customers succeed (via hand-picked testimonials and case studies)
- You can learn more about your subscriber (asking them one question per email)
Your welcome series can consist of between three to five emails, sent once per day over the course of a week.
End with a call to action.
Every welcome email that you send should end with a singular call to action. What should your email subscriber do next?
- Follow you on social media?
- Download a lead magnet?
- Check out a popular post on your blog?
- Read a case study?
- Sign up for an exclusive webinar?
Don’t make your subscriber guess on what to do next. Make the path plain.
Need Help Creating an Effective Welcome Email Campaign?
Your welcome email is important because it establishes the next level of relationship with your new subscriber. If you’re worried about striking the perfect tone with your welcome email, our email marketing experts at Capital Consulting Group can help you. Schedule a free 60-minute consultation call and start building your email strategy now.