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Once upon a time, there was a short Welcome Email that said:
“Hi, First Name,
Thank you for registering. Click on the link below to confirm your registration and get the freebie we promised you.
Seriously, There's a Link in Here
Best regards,
Blah-Blah Company”
The end.
That’s it. That’s how the shortest Welcome Email story usually ends. With the sender playing the game by themselves.
Those who only say Hi and Bye in the first email they send to their subscribers are likely to end the story before it had begun.
The subscriber may not even remember who’s this. And if they do remember and click the link to get the freebie, it might still end up buried in their Downloads folder.
What a sad, sad story.
Here’s why I’m telling you this: the first email is never just a formality. It’s your best chance at making a good first impression and convincing people to consume your content.
The more they consume your content, the more probable they are to buy from you in the future.
That’s why the welcome email should make use of all the aces up your sleeve, to:
Get people to know and like you a little bit
So that they’re more willing to trust you a little bit
And more likely to take out their wallet when the time will come
The welcome email is one in a long series. If you don’t make them read the first one, what makes you think they’re going to read the next ones?
The takeaway:
Make your welcome emails longer rather than shorter.
Don’t just deliver on your promise (the freebie they signed up for) but help them get to know you.
Get in their head and answer their questions straight away. And make them feel something positive before they click the link you’re delivering.
What you write in the welcome email will determine the health of your list. And the odds of ever turning these new subscribers into ready-to-buy customers.
More on what to do in a welcome email, coming up next.
How the shortest Welcome Email story ends
It works!