A lovely person wrote in the other day to say she LOVED my first email — the one I send to welcome new subscribers to my list.
The first email is so important. It’s the one that gets read the most by your new subscribers.
There’s so much opportunity here to make a great first impression.
But I see a lot of online businesses miss this chance with an after-thought email.
Don’t do that. Instead, here are 3 things I recommend you do with your welcome email:
1) Set expectations
This is important. What can people expect now that they’re on your list?
Are you going to be emailing daily? Weekly?
What kinds of content are you going to be sending them?
Why should they be excited to open your emails and pay attention?
2) Set the tone
If you’re the face of your brand, it’s important to write like you talk. That way your emails will all have the same voice and tone.
If you’re going to be buttoned-up and corporate, then make sure your welcome email sets that tone from the beginning.
Or if your brand has a more rebellious, casual tone, make sure that comes across from the start.
3) Give them something to do
This is a mistake I see a lot. So many online businesses get someone to opt-in for a lead magnet, and then just drop a link to download it.
Now obviously you should make good on your promise.
But if all you do is provide a link and peace out, you’re wasting the opportunity.
Give them a next step beyond whatever they signed up for.
There is going to be a certain small % of your new leads who will be ready to take action now. Give them that opportunity.
Though I’m not saying be cheesy about it. Don’t come across as pushy or spammy. Just say “hey, if you’re interested I have a more in-depth way to support you and here’s where to get more info”.
Unless you’re doing some kind of obnoxious hard sell, the people who aren’t interested won’t mind.
And if they get offended that you — a business — would dare *gasp* make an offer, then they’re probably never going to buy anyway. So don’t worry about them.
Worry about the people who want your help — whether they’re ready now or later.
Now obviously most people won’t be ready to take the next step with you right now.
And here’s the thing to keep in mind…
YOU may know that you have an excellent product or service. But these new subscribers probably don’t fully understand how you can help them.
That’s why the welcome email is the perfect place to let new subscribers know what exactly you do and what you offer.
That way when they ARE ready, you’re already in consideration.
(and depending on how you build the relationship over time, you’ll be top of the pack)
So here’s what I encourage you to do right now…
Go into your email software and take a look at your welcome email. Are you using the “same old” email that most businesses send… or is it something special that communicates everything you need it to?