HOW TO WRITE YOUR EMAIL WELCOME SERIES
YOU KNOW THE BEST-PRACTICE: EVERYONE ALWAYS TALKS ABOUT BUILDING YOUR EMAIL LIST AND DEVELOPING YOUR EMAIL WELCOME SERIES.
So you planned for it. You have a subscribe bar on your site, you even have an opt-in, but you’re not sure what to do next.
What do you send your new email subscribers? Your first send or series of sends can be considered your welcome email. “According to Experian, welcome emails also garner 86 percent higher open rates than regular promotional mailings.” (Thanks, Campaign Monitor!) You have your subscriber’s attention, and should make it the best welcome email series possible right from the start!
First things first…. how is a welcome email different than an onboarding email? An onboarding email is typically the first email send when onboarding a new client, a new member, or a new sign-up (think of your social media scheduling tool or email application). These types of emails have a completely different strategy, as they tend to be about the service, membership, or product that your subscriber just signed up to be a part of.
A welcome email series is typically what you send to your new email subscribers. It’s a way to say “hello,” provide an intro, and let them know that you noticed them! (Yay!)
It’s also a key way to start building your relationship digitally to ensure that your emails are compliant, hitting subscribers inboxes, and working. (Hello, email analytics and intel!)
So what do you say in this all-important first step? It’s going to be easy!
- Who you are (and a thanks!): After you set up a double-opt-in, you’ll want to tell your new subscribers who you are, in your words (in addition to saying thanks!).
- There are also some technical things you’ll want to include to ensure you get your subscribers to whitelist your email.
- Why you do what you do: You have another opportunity to connect with your subscribers and potential clients. This is what will make you stand out from the others who also do what you do.
- What they can expect from you. If you do weekly live Q&A’s on Instagram Live, have a store, or share your favorite brands every week on your blog, share it in this series. Don’t be sales-y, just present it all as telling your subscribers what they can expect from you. Also, give a quick mention about how often you tend to email so they know what to expect.
