How to Create a Memorable Welcome Email Series for New Subscribers

Do you want to learn how to create a memorable welcome email series that will keep subscribers invested and engaged? If so, keep reading!

A welcome email series is an automated flow of messages sent to subscribers after they join an email list. They are designed to build rapport and show customers that your brand is inviting and cares about their audience.

When you consider that over 374 billion emails are sent out daily, the importance of highlighting your brand personality and value proposition as soon as possible becomes crystal clear.

On average, welcome emails have an open rate of 82%, which is much higher than the average of 21.33%. This high open rate means that welcome emails are a great opportunity to connect with subscribers and show them that your business is worth their time.

I've found that a strong welcome email series can help you build trust, increase conversions, and learn about your target audience. All three of these factors are absolutely vital to your success.

Today, I want to show you what goes into an average welcome series so you can see what key points are worth highlighting in each email. By the end of this post, you'll be well on your way to creating an enticing email series for your subscribers.

Let's get started!

Email 1: Say Thanks and Deliver on Your Promise

The first email in your welcome series should aim to do two things: thank the subscriber for joining your list and deliver on your promise.

Saying "thank you" at the top of the message can tremendously impact how people see your business. One reason is these words are what's considered a power phrase. Power words and phrases are a great way to invoke emotion and get subscribers to understand that you appreciate that they decided to receive emails from your business.

If you're offering a lead magnet, like a special piece of content or promotion, include it in the first email. Many people join email lists for lead magnets like ebooks, webinar invitations, and discounts.

Subscribers may get annoyed or discouraged if you don't deliver on your promise and give them the thing that convinced them to click the sign-up button.

On the other hand, if users are greeted with a warm welcome and immediate access to what attracted them to your brand, there's a good chance they'll want to open your next emails.

Email 2: Get to Know Each Other

The second welcome email in the series is ideal for getting to know your new subscribers and building a valuable, engaging relationship with them.

In this message, you should introduce yourself by name. Taking this step will help build rapport and make subscribers feel like they know you personally. It's also important to explain what you do and why they should care about your business. Defining your value proposition and how you want to help will set expectations and get users excited to engage with your brand.

Beyond explaining yourself, you should also do everything you can to learn about your new subscribers. I highly recommend using this opportunity to ask them questions about their needs and interests so that you can personalize future emails based on their feedback.

You can accomplish this by including a link to a short survey or simply asking them to respond to your message.

Adding a touch of personalization to your email marketing can dramatically boost engagement and conversions. Believe it or not, 77% of all email profits come directly from personalized campaigns!

Email 3: Provide Value

Now, let's discuss how and why you should provide additional value to your new subscribers in the third email. By now, they know who you are, and you should know a little more about their needs. You've delivered on your initial value proposition so they see why engaging with your company is good for them.

By going out of your way to offer something extra, you're showing that you are committed to their success and not simply "going through the motions." This strategy can help you win over people who aren't sure if your brand is right for them.

In my experience, there are a few things that tend to get people excited and engaged with your emails at this phase. First, compile some of your best blog posts -- specifically, ones that match the reader's needs. This strategy is particularly helpful since 4 out of 5 people want to see more personalized content.

Sending this information along with a message that reads, "If there's anything you want to ask, please feel free to reach out!" can get people to contact your business when they otherwise wouldn't.

We've had luck with invitations to upcoming webinars, contests, and links to our community social media page.

By providing your subscribers with valuable content and offers before they pull out their debit cards, you're showing that you are committed to their success and want to help them reach their goals.

Email 4: Encourage Subscribers to take Action

The final email in your series should invite the users to take a specific action. In the previous step, I mentioned that you can invite subscribers to events; well, this is where you try to seal the deal. You can also use this opportunity to convince readers to visit your website and place an order.

One of the best ways to add weight to this email is to show social proof, like reviews and testimonials. A whopping 91% of people say they trust customer reviews just as much as recommendations from friends and family. Showing subscribers that other people have invested in your business and found success makes them more likely to take the same action.

You'll want to use this time to explain how following through will improve their lives. For example, if you want someone to attend your next live webinar, consider telling them what they'll learn by attending and what resources they'll get just for showing up. These incentives are a powerful driving force and get people to follow through.

Close your last email by including a relevant call-to-action (CTA). If your email has a 30% coupon, the CTA could read "browse our shop." Business owners who want readers to attend a webinar may choose a CTA that says "save my seat."

Don't be afraid to experiment with your CTAs and welcome email copy so you can continuously improve and optimize over time.

Final Thoughts

As you can see, a four-part email welcome series can set the stage for your relationships with customers. You have to get this part of your campaign right if you want to keep your engagement rate high and your churn and unsubscribe rate low. The strategies outlined today have helped us connect with more subscribers and turn them into loyal customers. I'm confident you can do the same.