The Case for Welcome Emails + Template
I’m a huge fan of email marketing. It’s a platform we have far more control over than social media, and since subscribers opted in, they want to hear from us.
Also, Hubspot rounded up some powerful email marketing stats this summer, including:
80% of business professionals believe email marketing increases customer retention.
78% of marketers have seen an increase in email engagement over the last 12 months.
59% of marketers say email is their biggest source of return on investment.
If you’re a marketing data nerd like me, these are some impressive numbers.
Possibly one of the easiest and maybe most effective email strategies is sending out a welcome email to new subscribers. I’m not the first to say it: welcome emails are an email marketing secret weapon.
If welcome emails are new to you, it’s an email triggered to automatically go to new subscribers when joining your mail list. All email marketing solutions are capable of welcome emails and should be very simple to set up.
The Case for Welcome Emails
The bottom line is, welcome emails have very high open rates.
I’m talking over a 90% open rate—four times higher than any other type of marketing email. My welcome email has almost double the open rate of my other emails. Here are a few more numbers on the effectiveness of welcome emails.
Not only are welcome emails effective, but they also give you a few opportunities to get critical messages to your audience at the peak of their attention.
Thank: Show subscribers gratitude for signing up
Being a part of your email list is a gift. Your subscribers have given you access to their time and attention. A welcome email allows you to show your gratitude for showing up in your email community.
By the way, you should thank your followers and subscribers often. Make a habit of it.
Introduce: Allow subscribers to learn more about your organization
Your new email subscribers likely know very little about your organization when they sign up for your email. Use your welcome email to tell your origin story and introduce your mission. This should not be lengthy! Nail your elevator pitch, and use it in your welcome email message.
Set expectations: Let ‘em know what they’ll be getting from you
Do you hit a subscribe button with clenched teeth, wondering what you just got yourself into?
Tell subscribers what they are in for.
A welcome email is your opportunity to let new subscribers know what they can expect in their mailbox from you. Let them know how often you’ll be sending emails and what kind of content you’ll be sending their way.
Invite: Ask subscribers to join your community
There are so many ways your new subscribers can engage with your organization, whether that’s through attending events, volunteering, keeping up with your blog, or simply following you on social media.
You have your new audience’s attention with your welcome email, so invite them to become part of your community.
Welcome Email Best Practices
Are you sold? Ready to create a welcome email? Keep in mind these essential best practices when crafting your welcome message.
Keep it simple
Your welcome message should be as concise as possible. Don’t stuff it with too much information or you’ll lose readers quick. Stick to the four opportunities: thank, introduce, set expectations, and invite.
If there is a ton of information you are eager to get to your email subscribers, consider doing a welcome series. These are several emails that will be sent out automatically at intervals you set. Just be sure you let your subscribers know that a few more welcome emails are on its way in the coming weeks (re: set expectations).
Keep it personal
There’s so much evidence that shows personalized emails increase open and engagement rates.
One of the simplest ways to personalize an email is to add a name to the subject line, although this is done so frequently that your emails may come across as spammy.
The best way to personalize a welcome email is to have an audience persona and write a subject line and email message as though it’s for that one person (as opposed to a message for the masses). Use language that aligns with your brand but that’s personable. Be sure your welcome email is written and signed by an actual person.
Include a CTA
Whatever communication you’re putting out into the world, always work in a call-to-action. What’s the next step in your audience’s journey? Do you want them to visit your website to learn more about you? Should they follow you on social media?
This is the “invite” opportunity of a welcome email, and do take advantage.`
Ask to have your email added to their contact list
It’s tricky staying out of spam folders, especially when you’re using an email marketing service.
Your subscribers can “whitelist” your email address by saving it to their contact list, which will signal to their email providers that you’re not spam. A welcome email is a perfect space to ask subscribers to whitelist your email address, so they receive all your upcoming emails.
Send immediately
When you set up your welcome email, you’ll choose how soon to send the email after someone subscribes. Be sure that it’s sent immediately.
Subscribers not only expect some kind of message after subscribing, but that short window after subscribing is when your organization will be most top-of-mind.
Welcome Email Template
Time for action. Creating a welcome email is a marketing tactic you can get done today. Feel free to copy and paste this welcome email template.
Hello!
<Thank> Welcome to the Reading Success Center family! I’m so grateful you joined our email community.
<Introduce> If you’re new to our mission, the Reading Center gives kids one-on-one after school reading support. What started in a church basement ten years ago has grown to become a beautiful and enriching center that serves over 200 community children a year.
<Set Expectations> I’ll be sending you a monthly email with our latest news, upcoming activities, and children’s literacy tips. I’ll also let you know when our annual gala is coming up and other ways you can support our students.
<Invite> You don’t have to wait for my next email to stay in the loop. Follow us on our Instagram and Facebook group to see what we’re up to every day after school.
Thanks again for supporting our mission to help children thrive as readers.
Happy Reading,
Jessica Pere
Booklover &
Reading Success Center Founder
P.S. Make sure you receive Reading Success Center emails by saving this email address to your contact list.