Publishers

How to Write a Welcome Email Series (And Why Your Newsletter Needs One)

Have you ever signed up for an email list and then just never heard from the brand?

You start by wondering if you put in your email address correctly, or if you were just forgotten.

In the end probably forget the name of the site you liked so much in the first place, never go back, and if you do ever get an email from them, unsubscribe quickly.

It’s pretty easy to see how you would react to a list without a welcome email series, and why your newsletter needs one.

When you create a welcome email series, you can ensure that your casual website visitors convert not only into subscribers, but into your biggest fans.

Ready to create the most effective welcome email series? We’re here to help.

Why You Need a Welcome Email Series

Yes, a welcome email series is an opportunity to let your readers know that you got their registration, but it’s so much more than that. Your welcome email series is an opportunity to set expectations, and introduce readers to your brand.

Plus, the first email in your series can be a good test—if it bounces, you might want to assume that it wasn’t a good email address, and prune that email from your list right away.

If you aren’t sending at least one welcome email, you’re missing out on a huge opportunity—according to one Experian study, welcome emails generate four times the total open rates and five times the click rates compared to other bulk email sends.

Clearly, you need to have a welcome email. But we encourage you to go one step further and create a short welcome email series, with a few different emails, in order to really capitalize on the positive benefits a welcome email can offer.

Think about it this way: while some subscribers have been reading your content over time, others may have just stumbled across your site before signing up.

By regularly showing up in a reader’s inbox over the course of a week or two, you can help familiarize them with your brand and your content, building brand affinity before you ever send them the regularly scheduled newsletter.

Elements of a Welcome Email Series

The pressure is on: since your welcome emails will likely earn some of your highest engagement rates, you want to make sure that you don’t waste the opportunity with mediocre or boring emails.

Ready to create a killer welcome series of your own? There are a few crucial elements you don’t want to forget.

Introduce Yourself

First, it’s important to actually welcome your reader to the list. That means saying hello or saying welcome, and actually acknowledging that they signed up for your list.

It’s alway a good idea to thank your subscribers as well. After all, their sign-up certainly helps your business, and without them, you wouldn’t have a newsletter at all.

But after you’ve said welcome and thank you, what else can you say? While the main message of your first welcome email is to say welcome, you can take it a step further by introducing your reader to your brand.

When you’re thinking of how you can introduce your brand to your readers, you might want to share things like:

  • The story behind your newsletter, why you started it, or what gap you saw that you wanted to fill with your newsletter
  • The thesis of your newsletter, or a statement about what your brand is all about
  • Practical information, like how often you mail, and the types of content readers can expect to see from you

By sharing a little about yourself, you can help new readers feel like they’re a part of the club, instead of feeling like an outsider.

Share Top Hits

Once you’ve sent your first email, your readers will have a sense of what your brand is all about. But you can deepen their connection to your brand and your content by familiarizing them with more of your best performing content.

Over the next email or two, you can not only get your new subscriber used to seeing your sender name in their inbox, but also get them used to your style of writing, and the kinds of content you send.

This step is easiest for newsletter brands that send original content or are attached to a blog, but that’s doesn’t mean that round-up newsletters can’t send top hits as well.

The easiest way to craft your next email is out of your existing content.

Start by finding your most popular posts, or the posts that give the best introduction to your brand. Pick a post that is truly helpful and actionable, and that’s applicable to most of your readers.

For instance, if you are a travel blogger, pick a post about how to pack lightly, not a post about coffee shops in Berlin. Packing applies to every traveler, and not everyone reading your blog is headed to Berlin.

Then, rewrite the blog posts so that they are about 500 words of the very best information. Shorten the sections to the most important information they need to still get the best tips out of the post.

Alternatively, you could write a 500-word summary or introduction, and then link to the original. The point here isn’t necessarily to get traffic, though—it’s just to introduce your readers to your top content, so that they know your voice and trust you.

Build Reader Affinity

Once you’ve introduced your brand and your content, you want to do everything you can to ensure that readers like you. After all, when someone is a big fan of your newsletter, they’re more likely to open and click on your emails, and more likely to share it with friends.

Plus, if you want to monetize your list, these are the kinds of readers that advertisers want to reach with their ads, and they’ll be happy to see them on your list.

That’s why, in the previous step, I encouraged you to pick your most helpful content. If you can help someone get a quick win, they’ll be more likely to keep reading.

Similarly, think of ways that you can build reader affinity in your final email.

You’ll want to begin by letting readers know that this is the final welcome email, and how often they can expect to hear from you from now on. Then, try providing something truly helpful or valuable to them to build trust.

If you sell your own product on your site, you could offer a lucrative discount. Or, you could simply provide your most valuable lead magnet. Or try writing exclusive content, like top tips for a situation that most of your readers are in.

Whatever it is, it should be something to surprise your reader and remind them why they like your brand so much.

Welcome Email Success

With these few ingredients, you’re sure to build a welcome email series that gets opens, engagement, and, most importantly, builds avid fans. Plus, with the right content, your welcome emails can boost your open rates not only for a couple of emails, but for your newsletter as a whole over time.

If your newly engaged audience seems ripe for monetization, it’s time to sign up for Paved. With a profile in the Paved marketplace, you’ll have advertisers coming to you. Plus, you’ll get paid the same day you send. Sign up for Paved today to see how easy it can be to monetize your newsletter.