When a new subscriber joins your list, it ought to be a joyous occasion because it is like having a friend invited to your home for an intimate dinner party. And for you, it probably is a happy time, because of a new subscriber = a potential friend client, student, or customer, right?
The thing is, people won’t feel welcomed unless you welcome them.
Your welcome email makes a crucial first impression about your brand, and you only have one welcome email to show your subscribers your stripes and that you care about them.
1 | Welcome them (by name is best).
- Welcoming people will add a human quality to your emails.
- It’ll build brand loyalty because you’ll be perceived as warm.
- It creates positive feelings around your brand personality.
2 | Thank them for joining your email list.
- Tell them “I’m so glad you’re here.”
- Tell them “I’m grateful for your presence.”
“Thank you” is one of the most powerful words in the English language. It demonstrates humility and it is a token of appreciation. It makes people feel seen and validated.
When subscribers feel appreciated, they appreciate you.
3 | Deliver an incentive.
- A 10% discount code for your shop, services, or courses.
- Access to your free resource library.
- Access to your Facebook group.
- Monthly stock photos.
People will want to stay on your list when you deliver them value. It’s like receiving snail mail or online shopping orders — people need to want what they’re getting in the mail.
4 | Share who you are. Keep it short and sweet!
* A photo of you helps too. Ideally, a lifestyle brand photo or a headshot.
Consider this part as a mini-bio, but you’re making a personal introduction.
- Use a story to connect with your audience.
- Share your blogger/business journey.
- Tell them 5-10 fun facts about yourself.
5 | Set communications expectations.
Let subscribers know when they’ll hear from you (monthly? weekly?) and what kind of content you send out. Let them know how often you aim to respond to emails, too.
By setting communication expectations, you’ll…
- Set the tone for the relationship by being respectful and open.
- Be clear about your boundaries and theirs (how often you’ll email).
- Decrease unsubscribes and spam complaints from people.
(You can even tell people, that, if they don’t prefer to receive these kinds of emails from you, they are welcome to peace out right away by unsubscribing. That way, you don’t waste anyone’s time. It sounds extreme, but it’s effective. The loyal fans will remain subscribed.)
6 | Ask subscribers to whitelist you.
Basically, that means that you want your subscribers to add you to their contact list or safe sender’s list so that your emails do not get flagged as junk or spam.
Whitelisting is important because it improves your deliverability.
You can also tell subscribers to drag your emails to their main inbox so that it doesn’t go in the wrong folders, such as Promotions, Social, Updates, so they don’t miss your emails.
7 | Share with them how they can connect with you if they have any questions for you, or just want to chat with you!
- Let them know which email you/your support team can be reached at.
- Let them know communication expectations (e.g. M-F, 9-5 pm EST).
- Let people know how they book you for a service or coaching call.
Let people know your inbox is available makes you likable and approachable.
8 | Let people know where they can find you on social media if they want to follow your profile. If your email service provider allows for it, display your Instagram feed right in your emails.
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Welcome email “voice” and “talking” tips!
Tone matters. Be personable in your emails.
Address people by name. Ask them about themselves.
Ask them how you can serve them. Invite them to reply to you.
People don’t want to feel like just another faceless number in a sea of subscribers, they want to be seen and heard. Metaphorically speaking? They don’t want to be invited to a giant potluck with 50+ people, they want to come over for an intimate dinner party with you.
When sharing about yourself, sound like your everyday self. This is not a formal job interview, nor is it a LinkedIn profile… Write like how you talk.
Let people get to know you. Show off some of your quirks. Like, if you’re a fan of puns or movie/TV show references, go for it. Memes are fine, too. (In moderation.)
Infuse your warmth into your writing voice. Share your story, and show yourself.
You don’t need to share your whole life story, but it is important for new subscribers to gain some context into who you are, and who exactly is emailing them. This is your time to share some fun facts about yourself, why you’re passionate about what you do and a bit behind your life. If you have any pets, show a picture! (People are always won over by furry friends.)