Let me guess.
You feel pretty good about yourself.
You’ve set-up the ‘perfect’ welcome email.
You don’t have a single one of these ‘courtesy of your email service provider’ templates in your system.
Why would you when the average open rate of a welcome email is 58% on average. That’s more than most marketing messages.
Likewise, 74.4% of consumers expect a welcome email when they subscribe.
But this isn’t a post on crafting a single welcome email.
That’s the first step of course.
But what we want to do is roll out the red carpet for your subscribers.
We want a series of emails to capture their interest and dazzle them.
Subscribers are most engaged when they first sign up.
The experience a subscriber has with your emails in the first couple of weeks will set the tone for the rest of their time on your list
You’ll be squandering the opportunity to wow them and gain their trust if you only send a single welcome email.
That’s why you need a welcome email campaign…
….a series of emails sent to the subscriber when they first sign up as opposed to a single welcome email.Are you rolling out the red carpet for your subscribers in their first few days on your list?Click To Tweet
It’s just like meeting someone for the first time. Even if you instantly ‘click’, you still have a lot to learn about each other.
As with any relationship, it takes time to understand each other, build trust and know what to expect from one other.
That’s kind of what it’s like when a new subscriber signs up for your email list.
Once they get to know you better, your relationship with them will grow stronger. They might even become a loyal, paying customer.
But to get there, you’ve got to give them a chance to get to know you.
In this post, we’ll cover
- the anatomy of a perfect welcome email
- the flow and outline of a welcome email campaign/series
If you think your email strategy could use some work, grab the 2-page email strategy worksheet below. Interested in diving deeper? Sign up for the VIP List of Email Lists Simplified (ELS).
ELS helps you grow a Targeted List, Write Show Stopping Sequences and Takes Your Subscribers from ‘How the heck are you!’ To ‘I want to buy everything you put out on sale!’
Welcome email Series common questions
Before we dive in to how you can plot out your welcome email series, here are some common questions.
Should I have a welcome email series without a product or service?
You don’t need to have a product or service to have a welcome email series.
If you have a product or service, the direction of your welcome email gets clear. You have an end goal that you’re nudging subscribers towards.
But even if you don’t have one, a welcome email series is an opportunity to highlight your brand and your brand values. What are you about, what do you believe in and why should they stay on your list.
This is a sprinkling of what you can potentially share with your audience in your welcome email series.
How many emails should I have?
You should have 5-7. But if the number scares you, start with 3 and build up from there
What should I have in my welcome email series?
What do you want them to do at the end of the series? Structure your emails so that they lead there and take action on that end goal. Your end goal could be to sign-up for a free clarity goal, to join your community, to give you a testimonial, or share your best content.
How far apart should the emails be?
I like to do the first 3 emails back to back and the rest spaced out a one a week.
Remember that the first few days someone is on your list is when they are the most engaged. So I want to impress them and make an impact within this short time span when I have their attention and mindshare.
Email #1: Immediately sent on sign-up
Goal: Introduce people to your brand and deliver your incentive
This is where you set the tone for your business and establish who you are.
Having too much information in a welcome email is overwhelming.
No one wants an essay on how great you and your business are.
So the question is: What should you say in your welcome email?
Think about what you want your subscribers to actually do and know when they first sign up.
Here are some elements to include in your welcome email:
(a) Bring on the balloons and streamers
- Celebrate them opting into your list
(b) Tell them who you are
- What’s your brand story?
- Why should they trust you?
- Who have you worked with?
- Where have you been featured?
(c) What can they expect from you?
- How frequent are your emails
- What type of content do you send?
(d) Tell them to whitelist your emails
(e) Point them to your best content
(f) Bounce them around.
- Get them to follow you on 1 or 2 social media channels
(g) Engage with them by asking a single question.
- Derek Halpern of Social Triggers popularized asking the following in his emails: ‘Tell me what you are struggling with” Likewise, ask them to reply back to a single question you have.
- Use this as an opportunity to get to know your audience.
(h) Open a curiosity loop in the Postscript (P.S) with a teaser of an amazing tool tip or strategyGet subscribers to look forward to your emails by opening a curiosity loop in the Postscript (P.S) of your emails Click To Tweet
Here are 2 great examples of welcome emails.
The first one is from Jill & Josh Stanton, Screw the nine to five.
I’ve shown how they incorporated most of the elements above in their welcome email.
The next email is from Jonathan Milligan of BloggingYourPassion
Goal: Give value and provide a quick win
You opened a curiosity loop at the end of email 1.
Keep your promise and close it in email 2.
Show them a tool or strategy that you’ve used that’s going to help them achieve a quick win.
This is something specific that addresses a pain point of your target audience.
For instance, I know most bloggers and solopreneurs struggle with finding where their target audience hang our online when they are just launching their blogs. So my tip was a painless, free way to get this information without guessing.
Goal: Tell them about your values and perspectives. Motivate & inspire.
Did you struggle with something when you were launching your blog or business?
Tell them your story and include a specific take-away.
Think through the problems your subscribers have signed up to solve. Then appeal to fixing this problem.
You get why they are here. You are appealing to what they actually want.
See how Melyssa Griffin does it here with her email.
Your welcome email should address the problems your readers have signed up to solve.Then appeal to fix this problem.Click To Tweet
Goal: Provide unexpected value & surprise. Build trust by sending useful resources.
Point them to a blog post & surprise them with a useful guide & resource.
You’re banking on reciprocity.
They receive a gift for free or get some unexpected value and they want to return the favor. You’re building trust and it’s a good way to build bonds with subscribers.
Have a look at how Jonathan Milligan from Blogging your passion does it with his email below.
Goal: Give value and drop a subtle nudge in the direction of your product or service
A subtle nudge is a soft pitch where you provide a splinter or preview of your product or service.
You can also highlight your student success stories or testimonials if you have any.
Goal: The Ask.
Make this a time sensitive offer.
Have a custom, embeddable timer into your email.
Goal: Get feedback.
Ask them what they’d like to see next.
You could also use this opportunity to segment your subscribers through a link trigger.
Have a look at this example from Caitlin Bacher. She uses a simple link trigger in Convertkit to tag her subscribers according to their needs.
Imagine having this data. You can send relevant product and affiliate offers as well as content to the right group of people.
Now, how do you set-up and deliver these emails painlessly?
Through an autoresponder or email sequence of course.
An autoresponder is nothing but a series of pre-written emails that are sent to your subscribers in a sequence.
Check with your email service provider on how you can do this. Most of them should have an FAQ or guide available on their site. If you’re looking for an email service provider, Convertkit makes it terribly easy to plan and send out email sequences. You can read more about my experience with Convertkit here.
Here’s what to do next
If I’ve stoked the fires in your belly, take a look at your own welcome email. How can you spice it up? What emails can you add to your own welcome campaign?
If you think your welcome email doesn’t meet the mark, and want to take the first step, grab the welcome email template and checklist below.