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How To Make The Best First Impression With A Welcome Email
Your First Steps to a Successful Subscriber Journey
EJ White & Russell Cargill
December 14th, 2023
Table of Contents
Welcome emails serve as the initial building block for engaging your subscribers and making a memorable first impression.
As the saying goes, "You never get a second chance to make a first impression," and your welcome email is your first impression.
Mess it up, and it could lead to unfavorable outcomes like high unsubscribe rates.
Welcome emails typically average an impressive open rate of over 50%, surpassing the performance of regular newsletters by a significant margin.
Your goals are to reaffirm the reasons behind the subscriber's sign-up, remind them of the value they can expect from your newsletter and include a compelling call to action.
In this article, I'll share how to write the perfect welcome email every time. Plus, I'll provide you with tried-and-tested templates that have consistently achieved over 50% open rates in welcoming new subscribers to my newsletter.
Let's get started.
The Foundations of an Effective Welcome Email
If you're building an audience from scratch, your first step is going to be researching your potential audience.
Looking into your demographics is a great place to start. However, don’t stop there. To understand your target audience, find out what motivates them and what sparks their interest.
Even without subscribers, you can lay the groundwork by conducting market research and surveys in your niche.
Once you have that done, think about how you'll categorize your audience when they do come aboard.
Can you identify any potential segments based on age, profession, or specific interests?
Having a segmentation plan in mind will help you personalize your content effectively.
Speaking of personalization, once you start gaining subscribers, you can begin using the insights you've gathered to personalize your welcome email.
For example, if your newsletter centers around sustainable living, you can kick off your welcome email with a compelling statement like, "Join us on a journey towards a greener tomorrow," instantly resonating with environmentally conscious subscribers.
For those with an existing audience, it might be time to take a look at refining your understanding of them.
You might be surprised how much this can potentially boost your overall engagement.
Here's what you can do:
Gather direct feedback from subscribers about their content preferences via surveys.
Track user behavior to identify top-performing content.
Monitor niche-related discussions on social media for trends and interests.
Partner with others to access new audience data.
Dynamically generate content for individual subscribers.
A/B test elements for continual improvement.
Deploy triggered emails for specific actions.
Update segments based on evolving preferences.
Set Expectations
Now that your research is done, it's time to let your subscribers know what to expect.
This is a key step that beginners overlook, but it's important because people want to understand what they're getting into.
Think of it like making a promise. You're telling your subscribers exactly what they'll get from your content.
This helps them know what's coming, sets the mood, and gets them excited for what's ahead.
Here’s why it matters:
When subscribers know what's coming, they feel more comfortable and trust your brand.
People who know what they're getting into are more likely to stay interested and open your emails.
Being honest about how often you'll email and what it will be about reduces the chances of people feeling overwhelmed and unsubscribing.
Here’s how to do it:
Start by showing your subscribers a bit of what they'll get. Talk about the main topics or types of content they'll see.
Make it clear how many times they'll hear from you and when. Whether it's daily, weekly, or monthly, let them know.
If your emails have interactive elements like polls or quizzes, mention them. Explain how subscribers can join in and have fun.
Invite subscribers to share their thoughts or ideas. Tell them their opinions matter, and you're ready to make changes based on what they say.
Showcase Your Best Work
In your welcome email, showing off some of your best work is a great idea.
This is something newsletters like "The Hustle" do well.
The idea behind it is that when new people subscribe, they’ll get to see your most impressive stuff right away.
Choose any piece of content that got a lot of attention or was liked by many people. These could be your most popular articles or posts that were shared a lot or talked about.
If you can, try to share content that covers a variety of different topics. Include a bit of everything, like in-depth articles, quick tips, or easy-to-read infographics.
Once you have those, share them as links in your email. I suggest limiting this to about two to three links if you can. You don’t want to overdo it.
Here’s an example below.
Incorporating social media into your welcome email is a smart way to connect with your audience outside of their inbox.
Include links to your active social media profiles and give your subscribers a little taste of the special content you share on your social media.
Give your subscribers a reason to get involved and follow your social media.
You can do this by inviting them to take part in polls, contests, or discussions related to what's in your newsletter.
Here’s an example for you below.
The Power of a Well-Crafted CTA
A compelling CTA in your welcome email can significantly influence subscriber behavior, whether encouraging them to add your email to their primary inbox or following you on social media.
The most common CTA in a welcome email is asking your subscribers to reply to the email and move it to the primary inbox.
This has come to be expected from most people these days, so don’t be shy. Pop your CTA close to the top, or save it for the very end.
Run a couple of tests to see which one converts with your audience better.
Key Elements of Successful CTA Design:
Use high-contrast colors and bold text to make your CTA stand out.
Place your CTA where it's most likely to be seen— This is typically at the beginning or end of the email.
Your CTA should clearly state what action you want the subscriber to take. Use action-oriented language like "Join the Conversation on Twitter" or "Read Our Top Articles Here."
Designing Your Welcome Email for a Great First Impression
The way your welcome email looks and feels is very important. First, think about the template you want to use.
You can either choose pre-designed templates that align with your brand's style or start from scratch to create something unique.
Tools like beehiiv can be very helpful because they offer user-friendly interfaces that make it easy to design custom templates that match your brand identity.
Creating an Eye-Catching Header
One of the most crucial elements of your email is the header. It's the first thing your subscribers will see, so it needs to be both simple and memorable.
Typically, you'll want to include your brand logo and a clean, attractive design.
A great example is Morning Brew, which has a distinctive yet straightforward header that effectively represents its brand without overwhelming the reader.
Balancing Colors, Fonts, and Imagery
It’s all about balance here. For colors, choose a palette that reflects your brand's identity but isn't too flashy.
Simplicity often works best with one or two primary colors and a neutral background. It can be as simple as black text and then one other color for your links.
For fonts, prioritize legibility and simplicity. Use a clean, sans-serif font for the body text and something slightly more distinctive for headings to make your email look appealing.
As for images, use them sparingly and make sure they're of high quality and relevant to your content.
Remember, less is often more when it comes to including images in your welcome emails.
Mobile Responsiveness
Many, if not most, people check their emails on mobile devices, so your design must be visually appealing and functions well on smaller screens.
The Neuron newsletter is an excellent example of an effective mobile-responsive design, offering a seamless reading experience no matter the device.
Why Trust Me?
I bring expertise, results-driven strategies, and a powerful arsenal of email marketing knowledge to supercharge your business.
With a track record of driving substantial revenue through compelling copy, I'm here to help make an impact on your email marketing efforts.
Writing Your Welcome Email Content
Here’s a simple guide to help you write or improve your welcome email.
Engaging Subject Lines
The key to a great subject line is balancing clarity and conciseness. Ideally, it should be under 50 characters, long enough to convey your message but brief enough to catch the reader's attention in a cluttered inbox.
But it's not just about length. Personalization also plays a significant role. When you include the recipient's name or relevant detail, the email shifts from a generic message to a personal conversation.
This shows your reader they're more than just another email address in your list. It's a gesture that can significantly increase the likelihood of your email being opened.
However, personalization alone isn't enough. Your subject line should also stand out and refrain from the use of overused phrases like "Just checking in" or "Monthly newsletter."
Be original, please.
A unique subject line that reflects the email's content will be far better at capturing your reader's interest but also distinguish your email from the countless others vying for their attention.
Also, never “click-bait” someone into clicking your email. Your subject line should be balanced with honesty.
It's important to pique the reader's curiosity enough to make them want to open the email but not so much that it becomes misleading.
If your email is urgent or requires immediate action, this should be clear from the subject line.
Misleading subject lines not only frustrate readers but can also damage their trust in your future communications.
Lastly, pay attention to how your subject lines perform by tracking open rates. This insight is invaluable, allowing you to understand what resonates with your audience and refine your approach accordingly.
Some examples of effective welcome email subject lines are:
Welcome to [Your Brand]
Please verify your email for [Your Brand]
Quick action needed
Thanks for Joining [Your Brand]
These are straightforward yet engaging, combining personalization, clarity, and a touch of intrigue.
Write a Warm Welcome Message
Your welcome message is an invitation to join a community. Make it warm, friendly, and personable.
Use language that your subscribers would expect from your brand and make your new subscribers feel valued and included.
Clearly communicate what sets your newsletter apart and why it's worth subscribing to. Can they expect unique insights, exclusive content, access to a community, or expert curation?
Include a Call-to-Action (CTA)
As mentioned above, you must include a clear and compelling call-to-action (CTA) that guides your readers on what to do next.
Common CTAs in welcome emails include:
Explore our latest articles
Join our community on [Social media platform]
Start reading now
Here’s your [Value offer]
Set Expectations
Let your subscribers know what to expect from your future emails. This might include the frequency of your emails (daily, weekly, monthly), the type of content they'll receive (news, tips, updates), and any special features they can look forward to (exclusive offers, giveaways, events). Clarity in setting expectations helps manage subscriber expectations and keeps them engaged.
Personalize Your Email
Personalize your welcome email whenever possible by using your subscriber's name or referring to their specific interests or preferences. Personalization adds a touch of familiarity and makes the email feel more tailored to the individual, increasing the chances of engagement.
When To Send A Welcome Email
The best time to send a welcome email is right after someone signs up. You can do this automatically using special tools that are available on email marketing platforms.
Doing this makes sure that every new subscriber gets a warm welcome and helps you start building a good relationship with them.
Once you've welcomed them, the next step is to send a series of follow-up emails. These emails gradually introduce your new subscribers to different parts of your content. These are done via automation, which I’ll touch on later in the article.
Make Sure Your Welcome Email Gets Seen
There are some important practices to follow to ensure that your emails avoid the spam folder.
First, make sure your subscribers have explicitly agreed to receive your emails, reducing the risk of being marked as spam.
Aside from personalization benefits, using the recipient's name in the email can help evade spam filters, as it suggests a customized interaction.
It's also crucial to be mindful of your language, avoiding trigger words like 'free,' 'guarantee,' or excessive use of exclamation points, as these can trigger spam filters.
In terms of authentication and sender reputation, utilize Sender Policy Framework (SPF) and DomainKeys Identified Mail (DKIM) to verify the authenticity of your emails, establishing trust with email service providers.
Consistency is key, so maintain a consistent 'From' email address to build familiarity and trust with your audience. Tools such as Sender Score can assist in monitoring your sender reputation, which directly impacts your email deliverability.
Otherwise, leverage platforms like beehiiv, which allow for added sender reputation benefits.
You should regularly clean your email list by removing inactive subscribers. This improves engagement rates and deliverability.
Finally, make sure you include a simple unsubscribe process that’s straightforward and clear.
Refining Your Email Strategy
A/B testing, also known as split testing, means sending two different versions of your email to parts of your audience to see which one works better.
This practical approach helps you learn about what your subscribers like and how they behave.
Metrics to Keep an Eye On:
Open Rates: This shows how good your subject line and sender name are at grabbing attention.
Click-Through Rates (CTR): It measures how interesting your email content and calls to action (CTAs) are.
Conversion Rates: If your email has a specific goal, like getting people to sign up for an event, this metric tells you how well your email is doing at achieving that goal.
To continuously improve your email marketing efforts, test various elements of your emails, including the subject line, content layout, imagery, and call-to-actions (CTAs).
Additionally, customize your tests to suit different audience segments, as what resonates with one group may not necessarily work for another.
You’ll want to make the most of analytics tools that provide data from your A/B tests, using these insights to enhance the quality of your future email campaigns.
Automation and Personalization
Automating your welcome email series allows you to instantly acknowledge their subscription, maintain their interest, and confirm their successful sign-up without needing to do the work yourself.
Once set up, this automated system works indefinitely, providing a consistent experience for every new subscriber.
beehiiv's automation tool allows you to create multi-step email journeys based on triggers, such as when someone signs up for your newsletter or upgrades to a premium service.
The process involves selecting a trigger, adding steps with time delays, and creating emails for each step. This system enables tracking of subscriber progress and performance metrics for each email.
Here are a few types of welcome email series you can automate:
Welcome Series: This sequence is sent to new subscribers to build brand awareness and educate them about your products or services. The structure can vary based on your content and audience.
Upgrade Series: Triggered when a subscriber becomes a paying customer, this series can include valuable content and serves as a part of the upsell process.
Content Series: An example is a 30-day email course, where subscribers receive a pre-built email daily, adding value to their subscription or upgrade.
Setting up a welcome email in beehiiv is straightforward:
First, go to 'Settings' and then 'Publication.'
Scroll down to 'Welcome Email' and turn on the option to send welcome emails to new subscribers.
Next, add a subject, preview text, and the content of your email.
Finally, hit 'Save.' Now, every new subscriber will automatically receive this welcome email.
This simple process immediately ensures all new subscribers are greeted and introduced to your newsletter.
Welcome Email Templates
Template 1
Subject: Welcome to [Newsletter Name] – Start Your Journey with Us!
Hello [Subscriber Name],
Welcome to [Newsletter Name]! We're thrilled to have you on board. You've just joined a community passionate about [Topic or Interest Area]. Here's a sneak peek at what you can expect:
[Thing They Should Expect #1]: Dive into our exclusive [content type, e.g., interviews, tips, stories] about [specific topic].
[Thing They Should Expect #2]: Stay ahead with our [frequency, e.g., weekly, monthly] roundup of [topic or type of content].
[Thing They Should Expect #3]: Gain access to special [features, offers, events, or community discussions].
[Link to a Popular Article or Resource]: While you're here, why not check out one of our most popular [articles/resources] on [Topic]?
[Personalized Element Based on Subscriber Data]: We noticed you're interested in [Subscriber's Interest]. You'll love our [section/feature] dedicated to this!
Want more? Follow us on [Social Media Links] for daily updates and more engaging content.
[CTA Goes Here]: [Actionable and engaging call-to-action, e.g., 'Join our exclusive webinar', 'Download our free ebook,' 'Share your thoughts with our community'].
To ensure you never miss out on our latest updates, add [Your Email Address] to your contacts.
Cheers to the beginning of a wonderful journey!
Warm regards,
[Your Signature]
[Your Position]
[Newsletter Name]
Template 2
Thanks for signing up for our newsletter! You’re joining an amazing community of [newsletter subscribers].
From now on, you’ll enjoy:
- [Thing they should expect #1]
- [Thing they should expect #2]
- [Thing they should expect #3]
To ensure that you receive our newsletter in your main inbox, you must add us to your contacts list and move this email to your primary inbox. Instructions on how to do this can be found here.
While you wait for the next issue, check out some of our most popular blog posts:
- [LINK 1]
- [LINK 2]
- [LINK 3]
Here’s how you can make sure that each newsletter hits your inbox:
Gmail app mobile readers: Navigate to the menu at the top right corner of this email, and select “Move to” then “Primary.”
Desktop Gmail readers: Navigate away from this email and the message from your "Promotions" tab to the "Primary" tab near the top left of your screen.
iOS / Apple Mail app: Tap our email address at the top of this email (next to "From:" on mobile) and click “Add to VIPs.”
Want more? Follow us on social media and get your daily dose of [social media content]:
Like us on [social media networks]
Best,
[YOUR SIGNATURE]
My Personal Welcome Template
Subject: [Your Catchy Welcome Subject Line Here]
Hey [Subscriber Name] ― [Your Name] here. Welcome to [Newsletter Name] with [Number of Subscribers+] [type of audience, e.g., creators, entrepreneurs, enthusiasts].
I'm here to help you:
[Primary Goal or Benefit #1]: For example, "Leverage [specific skill or topic] to [achieve a specific outcome]."
[Primary Goal or Benefit #2]: For instance, "Build a [type of business or skill] serving [specific audience or purpose]."
You probably already recognize the importance of [key topic or goal of your newsletter] ― but maybe you're looking for guidance on where to begin.
That's precisely why I'm here.
Think of me as your [role, e.g., mentor, guide, expert]: I deliver [type of content, e.g., actionable tips, in-depth insights] that you can apply to [improve a specific area, e.g., your business, personal development] every [frequency of your newsletter, e.g., Saturday morning].
Every issue takes less than [time to read] to read.
If that sounds like what you're looking for, this next step is crucial:
To ensure you receive all my emails:
Reply 'yes' to this email.
If this email is in your Spam or Promotions folder, please move it to your 'Primary' inbox.
If you don't do the above, there's a chance you might miss out on [what your newsletter offers]. Doing both of these will signal to your email provider that my emails are important to you.
As a token of appreciation, I've compiled [number] free [type of content, e.g., articles, resources] to help you boost your [specific goal or topic]. You can access the list [here with a link].
Thanks for joining. I'm thrilled to have you on board.
Cheers,
[Your Name]
[Your Position/Role]
[Newsletter Name]
That’s A Wrap
Your welcome email is a key part of your newsletter's journey, as it sets the right tone and keeps your subscribers interested.
Use it to show what's special about your newsletter, like its great insights, unique style, or strong community.
Remember to continually update your welcome email based on what your subscribers say and how they interact with it.
If you want to improve your newsletter welcome email beyond the tips in this article, consider leveraging beehiiv’s platform.
beehiiv offers a simple yet effective way to set up automated email journeys.
beehiiv is perfect for crafting emails that make your brand stand out, whether you're looking to grow your audience, increase engagement, or share unique content.
Sign up with beehiiv today and take your emails to the next level.
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