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.
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.]
If you’re thinking of creating a welcome series for your subscribers, here are a few options of what to offer in these emails:
- Top resources from your website
- Your best blog posts
- Downloadable white paper or ebook
- Mobile app
- Invitation to volunteer
- Invitation to sign a petition
- Invitation to connect on social networks
- Invitation to donate
And if you’re looking for welcome email subject line ideas, check out these:
- [first], welcome
- Congrats – Welcome to X
- Hello, welcome to X
- So nice to meet you!
- Stand with us
- Thank you, and welcome
- Thrilled to have you here
- Watch our video
- We’re ready to help you
- Welcome from X
- Welcome to the Community
- Welcome to the Family
- Welcome to the Force
- Welcome to the Network
- Welcome to the Team
- Welcome to the X Family
- Welcome to the X online community
- Welcome to X
- Welcome to X – Getting started
- Welcome to X – Let’s get started!
- Welcome to X! Your account is confirmed!
- Welcome, world changer
- Welcome! Tell us what you think
- Welcome! We’re glad to have you with us
- Welcome! We’re glad you’re here
- You are welcome here
- 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.