5 Key Things to Include in Your Welcome Email

Having someone be willing to hand over their name and email address is a feat some marketers never master. But even a fraction of those who do end up ruining their accomplishment because they start off on the wrong foot.


Most marketers do nothing more than send out a welcome email that says, “Thank you for subscribing. You’ll be hearing from me.” It’s not exactly anything that leaves a lasting impression.


Once you have a subscriber on your list, you want each and every communication – from the very beginning – to go off without a hitch. So let’s start by working hard on your welcome email because it’s your first impression.


The welcome email is actually the second email your list will receive. The first is the confirmation email, which, after they click the subscribe button, has the new reader confirm their subscription.


Upon confirmation, the welcome email goes out. Some marketers forget to even set one up, and simply begin blasting out broadcast emails filled with promotions on a daily basis.


But everyone should set up an initial Follow Up email that goes out to extend a warm welcome to your new list member and not explains how things will work as a new member of your list, but also gives them something wonderful.


Make sure the email is easy to read. Your subscriber’s time is precious and a convoluted email will be a major turn off for them. Have simple headings or numbers for what you’re telling them, and keep it brief.


Some marketers try to get fancy with tons of neat graphics in their email, but you might find that subscribers enjoy plain text more. What they’re primarily searching for is good information.


Link to Freebie


Aside from making sure you personalize the email with their first name, the first thing you want to remember is to include the link to whatever it was that you offered your list as a freebie or lead generator.


Some marketers completely forget this component, and then the subscriber is left wondering where it is – or worse, having to track you down to get it. Your free offer (the report or video series or whatever you created for them) should be easy to download instantly and access.


Don’t forget that there are still some people in rural areas on dialup or with slow connections. If you’re doing an exclusive, private freebie, then don’t forget to give your new subscriber the password that gives them immediate access to the gift you’ve given to them.


Keep in mind that some people are novices when it comes to being online and downloading or accessing things. You may want to include step-by-step instructions such as “right click on the link to save the file” and “right click and extract all files to access them.”


Another issue that may crop up is what browser your new subscriber is using. Sometimes, a choice of browser is enough to derail their experience, either making the gift look “off” or not allowing them access at all.


Be sure and test your link in all common browsers, including Google Chrome, Firefox, and yes, even Internet Explorer. If any issue arises, then you can either fix it or include instructions such as, “If you’re unable to view this, please try a different browser. If the problem persists, contact me.”


Don’t overwhelm your new subscriber with link after link to a myriad of freebies. You want them to actually download and experience (read, listen or view) one in full so that they see the value you provide.


If you provide them with 5 downloads, chances are, they’ll download them all and then move on to something else, assuming they’ll remember later to find them and access them.


It’s better to space out the freebies over time because it keeps them wondering what you’ll send next, and continues showing them the ongoing support you’re providing to take care of their needs.


Unexpected Bonus Surprise


Aside from the promised freebie gift, one other link you can provide is a single additional unexpected bonus surprise. You can either include this in the original welcome email, or tease them about it by saying something like, “Watch your inbox tomorrow for a special subscriber surprise!”


With this particular gift, you want it again, to be filled with value so that your new subscriber is in awe of just how much of a giver you are up front. Don’t do so many that you train your subscribers to expect everything for free.


Only give them freebies occasionally, with your welcome email and either a day or a week or two later. From that point on, get them invested in paying for your content and advice.


Interviews with other marketers in your niche, or your own mentors who helped you become successful, are a great unexpected bonus surprise you could offer your subscribers.


This can be in the form of a Q&A session you did via email in text with someone, or you can record a phone conversation (with everyone’s permission) and let subscribers listen to the audio version.


You could also conduct an interview via Skype and record your screen so that your subscribers see and hear from both yourself and the person you’re interviewing. Make sure you choose to interview someone who has something unique to offer (or a different perspective) from you.


Free access to one of your paid products is always an unexpected surprise. Now this only works if you have a bevy of products in the stable for them to choose from. If all you have is 1 product, then don’t offer it for free.


But if you have an entire series of courses, then you might choose one for them or allow them to pick whatever they need most. Make sure they know that the product actually has a retail price that the public pays, but that because they’re a subscriber, you want then to be taken care of right away, so it’s your gift to them.