#EmailChat with Express Writers: Anatomy of a Welcome Email

By Olivia Dello Buono

Another awesome #EmailChat! This time it was all about welcome emails. We were joined by special guest Julia McCoy, founder of Express Writers, who shared her content marketing expertise with the AWeber community. From tips and tricks to best practices, you guys really delivered.

Couldn’t make it (or just need a refresher)? We’ve curated the best of the chat:

This is your brand’s first impression. Make it a good one.

Q1. Why are welcome emails so important? #emailchat pic.twitter.com/wSZrkIOr6G

— AWeber (@AWeber) April 7, 2016

A1. Welcome emails are your brand’s first impression to new subscribers! #emailchat

— Olivia Dello Buono (@oliviadello) April 7, 2016

A1: Welcome emails set the tone for your newsletter. Introduce yourself & your brand so subscribers know what to expect from you. #emailchat

— Express Writers (@ExpWriters) April 7, 2016

A1 Anything you can do to engage with and encourage a new visitor is VITAL. A welcome email can do just that. Don’t not do it! #emailchat

— Julia McCoy (@JuliaEMcCoy) April 7, 2016

Most people agreed – your welcome email is the first touchpoint you have with new subscribers. They help set the tone and expectation for your email campaigns – a crucial piece in establishing trust and rapport between you and your prospects. Think of them like a first date: make a good impression and leave ’em coming back for more.

Courses and ebooks and guides! (Oh my!)

Q2. What kinds of content should you include in your welcome email? #emailchat pic.twitter.com/YGRkUeGajc

— AWeber (@AWeber) April 7, 2016

A2 Free content is a wonderful way to make a great 1st impression! Offer them a free guide, PDF, whitepaper on a relevant subject #emailchat

— Julia McCoy (@JuliaEMcCoy) April 7, 2016

A2: Give subscribers a brief intro to your list. Let them know what kind of content they can expect and how often you’ll email. #emailchat

— Express Writers (@ExpWriters) April 7, 2016

A2: an idea of content, frequency of contact, & a way to contact you #emailchat

— McKinney & Assocs (@McKPR) April 7, 2016

We love incentives – here’s the proof. But they aren’t the only thing that should be included in your welcome email. Since this is the first time your new subscribers are hearing from you, be sure to cover the basics. Types of content you’ll be sending, frequency and a little background info are all important points of note.

It’s a great time to get personal.

Q3. What kind of info about yourself should you include in your welcome email? #emailchat pic.twitter.com/smSXcLCreK

— AWeber (@AWeber) April 7, 2016

A3 Be personal! Also, short, brief summaries of your target product/service + its benefits. DON’T oversell. Be to the point #emailchat

— Julia McCoy (@JuliaEMcCoy) April 7, 2016

A3: Give a brief bio of yourself, but focus on the value you can add to subscribers. They want to know what you can do for them. #emailchat

— Express Writers (@ExpWriters) April 7, 2016

A3: In addition to content/frequency info, something that makes new subscribers feel like part of the tribe. #emailchat

— McKinney & Assocs (@McKPR) April 7, 2016

Don’t be afraid to get personal. That’s the point of your emails, isn’t it? We like Julia’s suggestion to reiterate what kind of product or services you offer and it’s benefits, with caution. Hard sells are a turn off – initiate them into your tribe before you ask something of them in return.

Use incentives with caution.

Q4. Incentives in your welcome email: Yes? No? Why? #emailchat pic.twitter.com/fNrG2Xsovd

— AWeber (@AWeber) April 7, 2016

A4: Incentives are great to include in your welcome email. People love getting a freebie and they’ll appreciate it! #emailchat

— Express Writers (@ExpWriters) April 7, 2016

A4: Definitely not. Gives you another opportunity to connect. Slowly, slowly . . . #emailchat

— McKinney & Assocs (@McKPR) April 7, 2016

A4. I say yes to incentives! But be mindful that some people may only sign up for a one-time purchase and then ghost you. #emailchat

— Olivia Dello Buono (@oliviadello) April 7, 2016

But wait… didn’t we just agree that incentives are a great way to draw people in? Well, yes. But it’s important to remember that some people might only sign up to your list to receive that exclusive content and then go dark on you. One way to keep people connected is to extend the life of your incentive by rolling it out slowly – this works great for a course or video series.

Don’t be afraid to get creative with your call-to-action.

Q5. What types of CTA should you include in your welcome email? #emailchat pic.twitter.com/pKEM6dLiB6

— AWeber (@AWeber) April 7, 2016

A5. Get people talking! Taking action! Your CTA should be fun and stand out. #emailchat

— Olivia Dello Buono (@oliviadello) April 7, 2016

A5: Consider the goals of your biz. Let your subscribers know what you have to offer, where to find you on social media, etc. #emailchat

— Express Writers (@ExpWriters) April 7, 2016

A5. Link to your best blog posts to drive traffic back to your blog! #emailchat

— Kristen Dunleavy (@KristenWritesIt) April 7, 2016

Just because you’re not pushing your product right off the bat doesn’t mean you can’t encourage your subscribers to take action. We love the idea of asking subscribers to connect with you on social – it’s a great way to open up the conversation and create a stronger sense of trust. Links to relevant educational resources, like a video or blog post, is also a win.

Stand out in the inbox with these subject line tips.

Q6. Do you have any subject line tips for welcome emails? #emailchat pic.twitter.com/eo7Gd18LXM

— AWeber (@AWeber) April 7, 2016

A6b: Make sure your subject lines are accurate. Never mislead your subscribers or trick them into opening emails. #emailchat

— Express Writers (@ExpWriters) April 7, 2016

A6 ALWAYS say thanks. Tie in free incentive OR summarize what they subscribed to. Be casual, friendly, make them feel welcome #emailchat

— Julia McCoy (@JuliaEMcCoy) April 7, 2016

A6. Or just tell me straight up that my promo code/free course/PDF/video is here. #emailchat

— Olivia Dello Buono (@oliviadello) April 7, 2016

The first step in getting people to open your welcome email is to get them to open it. Do this with a standout subject line! Mentioning the incentive you promised is enticing, as many of you mentioned during the chat. A lot of welcome emails stick to a pretty standard formula (“Welcome + Your Offer”), so think outside of the box – with emojis, perhaps? Either way, this is something that is totally testable.

Look to others for inspiration.

Q7. What are some examples of brands that have sent great welcome emails? #emailchat pic.twitter.com/vfvC8VRITN

— AWeber (@AWeber) April 7, 2016

A7 @Wistia has a pretty creative one: “Wistia Powers, activate!” is their welcome email subject line #emailchat

— Julia McCoy (@JuliaEMcCoy) April 7, 2016

A7: Boden. Their tone is awesome and right on the $$ for their product. https://t.co/vPzyz6KnAM #emailchat

— McKinney & Assocs (@McKPR) April 7, 2016

A7. Love this welcome email from @FeliciaRicci #emailchat pic.twitter.com/bRYUkhWWRl

— Kristen Dunleavy (@KristenWritesIt) April 7, 2016

They say imitation is the sincerest form of flattery. And while we don’t condone plagiarism, it’s totally cool to get inspiration from your favorite brands. Our friends at Wistia do a really stellar job with their emails, as well as vocal coach/AWeber customer Felicia Ricci – check out her Case Study here.

#ComingUp

We’ve teamed up with Grammarly for the next #EmailChat! We hope you can join us on Thursday, April 21 @ 12pm ET. Spread the word:

Mark your calendars for our next #emailchat, with special guest @Grammarly! pic.twitter.com/7xRR8AlmpU

— AWeber (@AWeber) April 7, 2016

Questions? Suggestions? Learn anything new? Let us know in the comments!


The post #EmailChat with Express Writers: Anatomy of a Welcome Email appeared first on Email Marketing Tips.

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