How Welcoming Is Your Welcome Email?
Today it’s time to rework the welcome email. I have yet to come across one that couldn’t use some improvement. More often than not, we write it up quickly during the process of setting up our list and then never look at it again. That’s really a shame because it is the email that has the highest open rate of anything you send and is seen by just about every single person that signs up for your list. More importantly, those readers are hot leads. They just found you and signed up for your list and your lead magnet. They are very interested in what you have to say and what you can do to help them. In short, you have their full attention. Don’t waste that. Instead, use it wisely.
By using their attention wisely, you can continue to nurture and grow the relationship with your readers, you can set expectations, and you can pre-sell them on the offer you present them with on the download or thank you page that we talked about in yesterday’s blog post. Let’s quickly go over the different components of a good welcome email.
The subject line should be to the point and let them know exactly what this is about. Reference your site or your lead magnet in there. Next, you want to give your readers a warm welcome. Tell them a little about you and your site. This is also a great place to set expectations. You can greatly improve your future email open rates if you let them know what’s coming and why they don’t want to miss it.
If you publish a weekly newsletter, share a little bit about what’s in those newsletters, what day of the week they usually arrive in their email inbox, and what tags to look for in the subject line. Let’s say you publish a weekly newsletter for young parents. You may choose a tag like [Parenting News] as part of your subject line for each issue. Mention that in your welcome email so your readers can start looking for it.
If you have an auto-responder sequence set up, tease them about what’s coming in the first email of the sequence and let them know when to look for it. You can also hint at exclusive content, coupons and the likes that are coming in the coming weeks and months.
Last but not least, encourage your subscribers to hit reply and email you. Ask them a question, suggest that they share a tip, etc. Get them to reply to you. Not only does this allow you to take the relationship to the next level and give you a chance to get to know your audience better, but it also greatly improves your overall list delivery rates.
Use this as a guideline to rework your own email, keeping your target audience in mind along the way. Try it out and see how well it’s working for you. As your understanding of your niche and your target audience grows, you may want to revisit and tweak the message. Make it a point to look at it every six months or so to make sure it still serves you and your readers well.