How to Create a Welcome Series for Your Newsletter
Last week we looked at how to create a landing page, but what happens after someone signs up? How are you capitalizing on their interest and excitement?
This is the moment for a welcome series: emails automatically sent to your new subscriber that welcome them, show them the value of what you’re doing, and hopefully make them love your business that much more.
Beyond being polite, welcoming your subscribers to your list is a perfect way to keep the conversation moving and direct them to the next action you want them to take. Plus, you get to show off a little personality!
Let’s take a look at the importance of a great welcome series, and how to set it up.
Let’s Talk Stats
If you’re unfamiliar with this concept, a welcome series is a sequence of emails that are automatically sent to people after they subscribe to your email list. And, because it is automatic, you can set it up once and never have to touch it again, saving you valuable time.
Will setting up a welcome series really make a difference?
Welcome emails get a higher open rate than any others.
Welcome emails arrive when customers and clients are at the height of their interest.
Open and click-through rates are typically 2x higher than any other emails you send.
On average, sending a series of welcome emails yields 51% more revenue than a single welcome email.
Overall a welcome series is a great way to kick-off your new relationship with your customer.
Map Out Your Series
Before you create anything, take the time to map out the journey on which you want to take your subscribers. Put yourself in their shoes and consider what they would like to receive and when, and what they might find intrusive or annoying.
Do you want them to make a purchase right away, or would they prefer to check out some products they might not have seen yet?
Could you offer them a discount on something, or link to some high-value content you have available?
What else can you give your subscribers for free in exchange for them signing up?
Knowing why your subscriber signed up in the first place is a great way to learn what else they might be interested in from you. For example, if your subscriber signed up because you offered them a free downloadable guide to creating a successful virtual fundraising event, you know that they probably want to host an event and might like some more great advice. You can create more content focused on that topic, and include it in your series as an extra bonus to make your subscriber feel even better about being on your list.
It might look a little something like this:
1️⃣ Welcome email sent after subscriber signs up
2️⃣ Second email sent with more helpful tools and insights on running a virtual fundraising event
3️⃣ Invitation sent for a webinar you’re hosting about virtual fundraising
4️⃣ Invitation sent for a free consultation call with you
Through this entire process, you’re offering valuable information, showcasing your knowledge and skills, and building trust with your subscriber. By the time you get on that consultation call, this subscriber is way more likely to be ready to become your customer.
So you’ve mapped it out. Now, what makes a great welcome email?
Crafting Your Perfect Welcome Email
Your welcome email is VALUABLE digital real estate. With a higher open rate than any other emails you will send, you want to be strategic about this one.
Here are six things to keep in mind.
1️⃣ Use a simple and straightforward subject line.
Now is not the time to get fancy with subject lines. Using emojis is a great way to spice things up without going overboard, but keep your subject line clear and demonstrate your value right away. For some inspiration, check out these examples.
2️⃣ Personalize your email.
It is easier than ever to personalize emails to your subscribers. Something as simple as adding their first name to your greeting or within the body of your email will go a long way. 74% of marketers agree that personalized emails increase open and engagement rates!
3️⃣ Hook them from the start.
No one wants a boring or useless email. Your subject line gets your subscriber to open the email; make your greeting just as compelling!
4️⃣ Make sure to include a warm, heartfelt thank you and let them know what to expect.
You’ve gone through the hard work of getting your audience to subscribe and open this email; don’t make them regret signing up by not doing everything you can to connect with them on a human level. Thank them for being on your list in the same way you’d thank someone for coming over to your house for dinner; be gracious and treat your audience with respect.
5️⃣ Share your story.
Whether it’s how you got to where you are today or the passion you have for your non-profit’s mission, share your story. Explain why you’re doing this work, and what you hope to achieve. This helps you connect with your subscribers and helps them remember that there are real people behind these emails.
6️⃣ Invite them to make a micro-commitment.
This is where you can weed out the subscribers who just signed up for a freebie and the ones who actually want to get involved in what you’re doing. Whether it’s inviting them to a webinar, reading a blog post, or watching a short video, a small call-to-action requires a level of commitment on the part of your audience, and it shows you who is a little more invested in you. The nice part is you can see every individual that clicks on this action link in your email, thanks to fancy-shmancy email analytics!
For a deeper dive into how to craft a welcome email, check out this guide.
Your welcome email and the ones that follow are integral to building your relationship with your subscribers. Taking the time to lay this all out, write the content with your audience’s preferences in mind, and create a kickass series can be what takes your success to the next level!