A welcome email, or on-boarding email, is a communication opportunity that’s not to be missed. It’s not just a chance to say ‘hey!’ but also a chance to get your relationship off on the right foot.
In my opinion, there are four main points that you should aim to cover in your welcome email:
1. Thank subscriber for joining
Acknowledge their sign-up, say that you’re glad that they’ve made the decision to stop by and become a part of your community. In return, let them know what you’ve got on offer, or what they can expect from you.
2. Set expectations
Setting expectations about when they can expect to hear from you is a good idea. Don’t over promise and then under-deliver, and likewise, don’t have them sign up for a weekly update but then bombard them with daily promos.
3. Invite them to get in touch / engage
Invite them to get in touch with you – either through your social media channels (provide them!) or by replying to the email. Ask them if there’s anything in particular that they’d like to see on your blog, or any way that you can help them. If you’re asking them to get in touch with you directly, please make sure you’re prepared for this. The one time that I actually took someone up on this offer, I never heard back. Sad face.
Let your new subscribers know what you intend to do with their email, now that you’ve captured their information. Give them the opportunity to subscribe, or if you have the functionality, the option to choose their level of contact.
A welcome email is just as important as any other piece of your marketing collateral. Avoid generic thank-you-for-subscribing warble and inject that dazzling personality that they signed up for on your website. Keep your voice, and any design and branding, consistent throughout your communications.