Over the past 4 years I've been on the hunt for the perfect email to send to new subscribers.
And the one you're about to see (from Digital Marketer) is as close as you'd get to the perfect welcome email to a new subscriber.
And the great thing is... it can be used for the vast majority of companies!
If you follow the 9 points that we go through now, you are almost guaranteed to have nailed your welcome email.
Point 1 - Welcome and thank you
The first email you send should welcome your new subscriber to your brand/team.
Email is a relationship like any other - and we talk to people. When we meet people, we say, "Nice to meet you."
Remember all business is M2M (human to human).
A simple welcome or thank you at the beginning or top of the email marks this point. (point 1).
This is pretty straightforward and easy to implement.
It can be a simple short sentence or a heading that says thank you.
You can make this as elaborate or simple as you like.
Don't overthink this first step.
Point 2 - Set expectations
It's time to set expectations for your subscriber about when you intend to communicate with them.
Do you want to send them an email daily, weekly, monthly?
The frequency is not important. As long as they know what to expect, they won't be frustrated when they see your emails in their inbox.
This does not mean that you have to plan and share your email plan. You just want to make sure you explain somewhere in the body of your email how often they can expect to hear from you.
You can be direct and say, "Here's what to expect from our emails."
Point 3 - Reiterate the benefits
Spend a few lines focusing on how your subscriber will benefit from being on your list.
You want to make sure the subscriber is reminded why they just signed up for your email list. This is your chance to anchor and confirm their decision to be a part of your brand.
Want to make learning to code easier?
Want to send them the latest news and advice from experts in the field?
This is the best time to tell them EXACTLY what it is that you or your company will help them do, be, or have now that they are part of your "inner circle."
As with all of these steps, the key to use your own voice and tone.
You can deliver the message in any way that makes sense for your business. Make it as short or as long as you feel it needs to be to detail the benefits you want to deliver.
Point 4 - Introduce the brand/team
This is your chance to let them go behind the scenes.
This can be done in several ways:
- Describe a story about your company
- Show them your team in a linked video
- Introduce specific team members
This could also be as simple as adding an About Us section that gives a brief description of what your company stands for, and why you do what you do.
After reading it, your subscriber should have a good sense of who you/your brand are.
Point 5 - Show your “best of”
This is your chance to put your best foot forward and give the subscriber your best content in advance.
This area can include:
- Podcast episodes
- Blog posts
- YouTube videos/channel
Any content/channel you feel is your best content.
(If these assets don't exist yet, you can just leave this part out until you have them.)
Point 6 Bounce Them Around
Invite your subscriber to visit your social platforms such as Twitter, Facebook, Instagram or any other social media platform you actively use.
The goal is to get them to subscribe to your other platforms and deepen the relationship with the brand.
Point 7 Propose the next step
Now that you have your subscribers' attention, what else do you want them to do?
Remember, the goal is to establish a bond and start building trust. You can ask them to read your book, use your coupon code, or watch a specific video or tutorial.
The key here is to keep the momentum going and tell them how to may continue the relationship with you or your brand.
Item 8 Open A Loop
The Zeigarnik effect states that: People remember unfinished or interrupted tasks better than completed tasks.
In other words, an open loop is a classic cliffhanger that you see in a movie or season finale.
Asking a question or idea that you answer in a later email is a great technique to generate interest and get your subscribers looking forward to your next email.
Try to get them thinking, “I can't wait to see what's coming next!”
This can be as subtle as letting the subscriber know you'll be sending other great stuff soon, or direct as promising the answer to a specific questions in a future email.
Point 9 Start a conversation
Invite your subscribers to a conversation.
An email in itself is NOT a conversation.
The goal here is not only to engage the subscriber, but also to let him (or her) know that there is actually a real person on the other end. It puts a face to the business and builds a connection so they know you actually care about them.
Ask them to respond with questions, ideas, comments, or jokes.
Important: if you don't want to respond and actually start a conversation, don't do this.
The Perfect 9-Point Welcome Email
- Welcome and Thank You
- Set Expectations
- Reiterate the Benefits
- Introduce the Brand/Team
- Show Your "Best of"
- Bounce Them Around
- Suggest the Next Step
- Open A Loop
- Start a Conversation
Conclusion: These points don't necessarily need to be covered in one email. They can be spread over 2-3 emails as long as it seems natural.
This blog has been translated by Startup Central.