This post is about the 10-point framework of a perfect welcome email to delight your new subscribers.
You know the feeling of getting a brand new subscriber. Your email list is growing. For a moment, this person decided to ignore everything else on the Internet and give you their full attention. You might not realize it… but it’s a big deal.
When someone opts into your email list it matters as much as a sale. It’s their first transaction with your business and their email is the currency.
Where to go from here? First, realize that new subscribers are genuinely interested in your business. They are zealous about your brand and what you offer. They trust you enough to invite you into their inbox. This is why your welcome email series is one of the most crucial pieces of content that you’ll ever create.
Why welcome emails?
A welcome email sequence is a group of emails that are sent to your subscribers once they have opted into your list. It’s your chance to make a stellar first impression. Your only job at this stage is to get subscribers hooked on you and what you stand for.
Tell your brand story. Reinforce the benefits of being subscribed to your list. Emphasize why you differ from your competitors. Set expectations for your relationship moving forward.
Segment your new subscribers
Don’t send a single welcome email. Send email to segments. Having the best welcome email isn’t about copying others. It’s about getting subscribers acquainted with your brand story. And it takes careful planning to deliver an email sequence that achieves that.
Step 1: Map the journey that you want new subscribers to take
What do you want your new subscribers to learn about you during the welcome period? What actions do you want them to take when reading your emails?
These two questions are the foundation of the number of emails in your sequence, the content of your emails and the order of the emails.
Step 2: Set a coherent email campaign structure based on the actions
The sequence in which you deliver your email is crucial. You should start with a personal introduction and your brand story. The rest of the email will depend on the actions you want them to take.
A good rule of thumb is to start with the CTAs with the least resistance. For instance, it’s easier to get them to sign up for a product demo than to make a purchase in the beginning. When you set your email objectives, the sequence will come quite naturally.
Step 3: Plan to add context from the outset
Your subscribers sign up for different reasons. What does this mean for your email sequence? You need to tailor the welcome email based on the experience your subscribers have with your business. It’s one of the best things you can do for your email list.
Several elements need to come together to make your welcome email effective.
Should you include all the elements in every email? Not at all!
Include a compelling subject line and personalization in all your emails. But the rest is up to your judgment.
The 10-point framework for a compelling welcome email
1. Craft a clear and persuasive subject line
Should your headline be straightforward and reveal the content of your email? Or should it be a bit more creative and use other triggers? It depends on the email. If you deliver a resource you promised, you should go for a straightforward subject line. You are not confined to a simple subject line.
2. Personalize your emails
Include the subscriber’s name. That will evoke a more personal response. When people opt-in, you should include a field with their name. If you are afraid they won’t opt-in if there are too many fields you can make a split test to find out. Personalization isn’t just about a name. It can also be based on the interaction they had with your business.
3. Have a gripping opening line
If you can’t hook your readers, they won’t read the rest. There’s no magic formula. But be engaging, persuasive and true to your brand.
4. Include a warm thank you
Show your subscribers that you’re grateful for their trust. Simply saying “Thank you” That is powerful enough. But you can also go one step further and offer them something, like a coupon.
5. Tell your brand story well
A story well told is a story well sold. Stories are a powerful way to drive sales. Your brand will make your subscribers more emotionally connected to you. All of our decisions are steered by our emotions. So write an engaging and authentic brand story for your welcome email.
6. Always address incentives and reinforce benefits
There’s a good chance that your subscribers have opted in because you promised them a free resource. Make sure that you address this at the beginning of your email. If you can show that you’re grateful, it will have a massive impact on how your subscribers perceive your value.
It’s also a good idea to remind subscribers that they have made a smart decision by opting into your list.
7. Set expectation for future communication
What content will your subscribers receive from you? How often will you email them? What gifts can they expect and when? It’s important that you set the expectations for your subscribers. That’s how you gain their trust. The way to keep that trust is to show up when you say you will.
8. Persuade new subscribers to make micro-commitments
This element is not discussed often. But if you don’t get subscribers to make a micro-commitment in your welcome email sequence, it will be even harder in the future. A micro commitment can be anything from connecting on social media and reading your content.
How do you do that? With calls-to-action.
9. Don’t include primary and secondary calls-to-action
All your emails should a primary CTA. This CTA can be followed by a secondary CTA. Think of it this way: what is the one thing you want your subscribers to do immediately upon reading your email? That’s your primary CTA. Anything else is secondary.
10. Don’t forget to leave a teaser
Build anticipation. You don’t want your subscribers to lose interest after your first set of emails. When you tell your subscribers what to expect you should make them curious as well. This way, they will open your next email as well. You can simply say that you have a few special surprises in store.
You only get one chance to make a good first impression, make sure you put your best foot forward in your welcome emails. By following this 10-point framework, you will make your subscribers delighted with the experience they have with you. They’ll be thrilled to receive any communication from you.