Email Marketing has the highest ROI of all marketing channels…
… but if you want to get the most out of it, you need to forge a relationship with your subscribers.
Blasting promotional emails without first building a relationship doesn’t work anymore.
This is where a welcome email can help you.
A welcome email is an email you send as soon as someone subscribes to your email list. It can help you connect with your subscribers personally and build a relationship with them.
In this article, I will show you examples of some great welcome emails.
I will also share a template at the end that you can steal to help you get started…
Why you need a welcome email
Getting someone to subscribe to your email list is only the first step. You also need them to read your future emails.
A welcome email is your chance to connect with your new subscribers personally.
Rather than sending a generic welcome email filled with corporate gibberish, why not make your new subscriber feel appreciated?
The goal of a welcome email is to convince your new subscribers that it’s worth their time to read your future emails.
An excellent welcome email can mean the difference between your subscribers eagerly waiting for future emails and your emails getting ignored.
If you’re not a full-time copywriter, you might find staring at a blank document excruciating.
So, to get your creative juices flowing, I will show you some examples of welcome emails that work. I will also talk about what makes them work.
Five examples of welcome emails that work
Selena believes in offering value upfront!
You receive this simple welcome email when you sign up to download her lead magnet:
Her email starts with her appreciating you for joining her email list:
This is important if you want to stand out…
She then affirms how signing up for her email list is a step towards achieving your goal:
Notice how she doesn’t talk about something superficial like money but something that her clients and readers deeply care about — impacting more people with their work.
Right after that comes the best example of how to make sure your subscribers read the lead magnet they asked for:
Rather than simply offering a link to download the PDF lead magnet she promised, she gives you three simple steps to make the most out of it.
When people download a lead magnet, they never get around to reading it. So instead, they download it, and then it stays in their downloads folder… forever.
Giving your audience simple, tiny steps is how you make sure your new subscriber reads your lead magnet.
Finally, Selena ends her email with an encouraging message:
This not only helps her stand out, but it also motivates her subscribers to take action finally!
And when they do decide to take action, they will look up to Selena for the next steps.
Chris Drucker takes full advantage of his welcome email.
His welcome email is one of the longest I’ve ever seen.
… but it is filled with gems we can learn from.
First, he starts by greeting you and giving you a link to the free lead magnet you requested:
Something to note here is that he reiterates the benefits of the lead magnet. Anyone signed up for the lead magnet already wants to read it. This might be the push they need to do it finally.
Right after that, he asks you to qualify yourself:
He gives you two links to select what type of content you want to receive from him.
These links not only help Chris identify what your goals are but also help him tag you on his email marketing platform. This way, he can always send you the best content related to your goals.
All email marketing platforms offer this feature. You can use it to segment your subscribers into different categories. This lets you target them with copy that you know will work best on them.
He then goes on to introduce himself:
Learn from Chris, and don’t be shy. He first shows you his face and then talks about who he is and his credentials.
Your welcome email is your chance to stand out.
What makes you or your brand special?
He then goes on for many paragraphs to differentiate himself from every other business coach or guru on the internet:
When someone subscribes to your email list, they are interested in knowing more about you.
This is your chance to build a relationship with your subscriber.
Finally, Chris ends his email with a link to his Facebook group:
Double Your Freelancing
Brennan Dunn of double your freelancing wants to help you get better clients and make more money. He offers a free email course as a lead magnet on his website.
When you sign up for the free course, this is the welcome email you receive:
Let’s break it down bit by bit.
First, he welcomes you and makes it known that you’re not alone:
Social proof, especially in large numbers, builds trust.
By telling you about his 50,000 people-strong community, he is trying to gain your trust. After all, he wouldn’t have gotten this many subscribers if he didn’t know what he was talking about, right?
He then talks about why you should read his emails:
Brennan differentiates his email course by discussing how his advice will be personalized and specific to your situation.
He also lets you know that this course will last at least a few weeks. So if your subscriber doesn’t know how many emails they should expect, they will probably forget about you in a couple of days.
Finally, Brennan asks you for a small favor:
He asks you to click the link at the end to confirm your subscription.
This is Brennan’s spin on the generic “confirm your subscription” link.
Notice how his link doesn’t say something generic like “confirm my subscription.” Instead, Brennan wants you to affirm your goal and confirm your subscription.
The Hustle is a newsletter about everything business and entrepreneurship.
Their welcome email is an excellent example of how you don’t need to overcomplicate things:
That’s their welcome email.
First, they affirm that you have made the right decision by joining their email list:
They use social proof to make you believe their email newsletters are worth your time.
Then they let you know what to expect:
If your subscribers know when to expect your emails, they are more likely to scan their inboxes regularly for your emails. I am a subscriber to The Hustle, and I scan my inbox in the evening every day to look for their newsletter. The only reason I do this is that I know they send emails every day.
If you don’t tell your subscribers your email-sending schedule, they won’t know.
It’s as simple as that.
Finally, the email is signed off under the founder’s name:
They also ask you to reply to the email and tell them why you signed up.
Even though only a small number of new subscribers will ever reply, one line makes this email look like it was sent by a team of humans who care!
Morning Brew is that all things business/tech newsletter you have probably heard of a thousand times on YouTube and Podcast sponsorships.
(They sponsor a lot of YouTubers and podcasts…)
Their welcome email starts by telling you how you’ve made the right decision to join their newsletter:
It then tells you all the categories of news that you can expect to find in their newsletter:
The best part about this section of their email is that you can click on any of these categories and see live examples of the type of news that you will see in this newsletter.
They then ask you to move this welcome email to your Primary tab if you’re using Gmail:
This is getting increasingly important as most people use Gmail. Gmail will likely put most of your future emails in the Promotions tab if your subscribers don’t move your first email to Primary.
Finally, they end their email by asking you to send any feedback you might have by responding to this welcome email:
They also link to their social media profiles so that you can follow them on other platforms.
It’s a great idea to ask your subscribers to follow you on other channels. This gives you more than one way to connect with your subscribers and future-proofs your audience-building efforts by making you less dependent on a single platform.
A Simple Welcome Email Template You Can Steal
If you are like most people, sitting down to write and staring at a blank document
Steal this free template for your welcome email. Treat it as a starting point. Then, sprinkle your personality all over it.
When you’re done writing it, it should sound like you!
Even a tiny bit of personality in a welcome email goes far.
Here’s a simple template to help you get started:
This is Richard from Acme Inc.
I want to congratulate you on taking the first step to achieve [Your Audience’s Most Desired Goal].
We’re a community of over 30,000 ambitious professionals!
Over the next few weeks, I’ll send you my best advice on how to achieve [GOAL].
Here’s a sneak peek at some of the stuff you’ll learn:
- How you can save thousands of hours by …
- Why everyone is wrong about …
- How to achieve your 3-year goals in 1 year …
- How Mark achieved [GOAL] in only 3 months using my [TECHNIQUE/STRAGEY] …
If you don’t want to miss out on any of this, be sure to move this email to your primary tab if you’re a Gmail user.
Let’s make 2022 the year you finally achieve [GOAL]…
To help get you started right now, here is some of my best content:
- Link 1
- Link 2
- Link 3
See you in your inbox tomorrow…
Go ahead, and steal it!
(I’m not even looking. My eyes are closed.)
If you don’t have a welcome email, you miss out on an opportunity to build a relationship with your subscribers. If you want people to buy from you, you must first create a relationship with them.
You don’t have to spend hours crafting the perfect welcome email. Having one beats not sending anything at all. Take the template above and make it your own.