Sending an email welcome series is just a smart thing to do. People expect some type of response or confirmation to subscribing or donating and those that read at least one welcome email read more than 40% of subsequent emails for the next 180 days. (If you need more convincing, see my previous post Do You Have an Email Welcome Series for New Subscribers? Probably Not.)
According to our 2021 Nonprofit Communications Trends Report, only 26% of nonprofits have set up an email welcome series to new subscribers.
So getting this set up will really set your organization apart from others
Here a few things to keep in mind when creating your own email welcome series:
- Make the communication as personal as possible: use their name and yours; include photos; use a very friendly, conversational tone.
- Don’t use a “no-replies” sending email. They need to be able to respond and connect with a human.
- Match the email branding to what they are most likely to receive in the future.
- Limit the calls to action. We recommend one per email, but if you offer choices, include no more than three at a time.
- Include information that will be the most helpful to them. Don’t make it all about you and your mission statement.
Some helpful things could include:
- Top resources from your website
- Your best blog posts
- Downloadable white paper or ebook
- Mobile app
- Invitation to sign a petition
- Invitation to connect on social networks
If you want to see examples and learn more about setting up a welcome series like the timing of your series, take our free online course Creating an Email Welcome Series.
The course is free. You just need to sign up for a Free Membership to our Learning Center.
(If you already have a Free Membership with us, then you can access this course on your Student Dashboard. If you don’t see it right away, you can always use the search bar to find whatever you need!)