GREETINGS: 39 Ideas to Help You Rock Your Nonprofit Email Welcome Series

Congratulations, you’ve got new email subscribers! Now what? Dump them in your normal communications stream without recognition or welcome?

Nope! Welcome them – quickly, warmly, sincerely.

The welcome email may be the single most important email you send. Welcome emails confirm permission and set expectations with the subscriber.

Welcome emails are four times more likely to be opened, and five times more likely to get click-throughs. And according to a study by Return Path, users who read one welcome email will go on to open at least 40 percent of the emails from the same brand in the following 180 days.

How’s that for engagement!

So, how does this translate to the nonprofit sector? According to the 2016 M+R Benchmarks Study (pdf), 64 percent of nonprofit respondents send at least one dedicated welcome email to new subscribers. The most common welcome series comprise three messages.

Welcome messages sent

Source: 2016 M+R Benchmarks

Just 11 percent of the nonprofits that responded to the study included a fundraising ask in the welcome series. [HINT: Please DO make a fundraising ask as part of the series.]

Welcome messages with fundraising asks

Source: 2016 M+R Benchmarks

If you’re thinking of creating a welcome series for your subscribers, here are a few options of what to offer in these emails:

  1. Top resources from your website
  2. Your best blog posts
  3. Downloadable white paper or ebook
  4. Mobile app
  5. Discount
  6. Video
  7. Quiz
  8. Survey
  9. Invitation to volunteer
  10. Invitation to sign a petition
  11. Invitation to connect on social networks
  12. Invitation to donate

And if you’re looking for welcome email subject line ideas, check out these:

  1. [first], welcome
  2. Congrats – Welcome to X
  3. Hello, welcome to X
  4. So nice to meet you!
  5. Stand with us
  6. Thank you, and welcome
  7. Thrilled to have you here
  8. Watch our video
  9. We’re ready to help you
  10. Welcome from X
  11. Welcome to the Community
  12. Welcome to the Family
  13. Welcome to the Force
  14. Welcome to the Network
  15. Welcome to the Team
  16. Welcome to the X Family
  17. Welcome to the X online community
  18. Welcome to X
  19. Welcome to X – Getting started
  20. Welcome to X – Let’s get started!
  21. Welcome to X! Your account is confirmed!
  22. Welcome, world changer
  23. Welcome! Tell us what you think
  24. Welcome! We’re glad to have you with us
  25. Welcome! We’re glad you’re here
  26. You are welcome here
  27. You’re in! Thank you for subscribing to X

Do you have a welcome series? How is it working for you? Share your experience in the comments section.



© 2007-2017, Nonprofit Marketing Guide. All Rights Reserved.

Author: Kerri Karvetski, Online Campaigns and Social Media Adviser

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