Pop quiz: Can you send a welcome email to new subscribers without a discount inside?
If you answered yes, you’re right! Have a cookie.
There are valid reasons to not give a discount for signing up. Maybe your business isn’t in a place to offer money off yet. Maybe you notice people sign up only to unsubscribe after getting the code. Or maybe it’s just not your cup of tea.
But that doesn’t mean you can’t or shouldn’t send a welcome email. As an email copywriter, I recommend that every business have a welcome email. Not only will it foster a stronger connection with your subscribers, but it will also put you ahead of any competitors who don’t have one.
There are plenty of options besides a discount code to welcome new subscribers and encourage sign-ups. We’re going to discuss three welcome email ideas today, with examples from real businesses.
Idea #1: Welcome/Thank You
A simple welcome or thank you email is all you need to tell subscribers they’re signed up and welcome them to your email list. It doesn’t have to be long or wordy. A few paragraphs thanking them and telling them what to expect from being on your list is enough.
But please, for the love of all that’s good, do NOT stick with the auto-generated “thanks for subscribing” message your email service provider sends. Write and design a unique email and use it instead. Nothing says “I don’t care about my email list” more than having that generic email land in your inbox.
Example: The Seasons Pages
This email is a personal note from the owner of The Seasonal Pages, thanking you for subscribing. It’s less than one hundred words, but it makes you feel welcome and sets expectations for future emails.
(As a side note, I love how The Season Pages emails look inside. It’s unique and eye-catching.)
Ideas #2: Freebie
If you still want to give people a gift in exchange for their email address, a good alternative to the coupon is a freebie. This is a common sign-up incentive for bloggers or authors that also works well for small businesses.
For example, if you’re a small boutique, you could offer a style guide. If you’re an indie bookstore, you could offer a printable reading journal. If you sell candles, you could send them a candle care e-book. Just be sure whatever you offer holds value for your ideal customer because that’s how you’ll get more sign-ups.
Example: Church Notes Co
Church Notes Co sells notebooks, verse cards, and other faith-based journaling tools. When you sign up for their emails, they send you downloadable wallpapers for your laptop and phone. It’s perfect for their ideal customer, who is interested in Bible journaling and stationery.
Idea #3: Your Story
Your welcome email is a great place to tell new subscribers about you and the story behind your business. Share what inspired you to start it or what need you thought you could fill. People connect to stories, so sharing yours will make them feel more like they know you.
This type of email also gives you a chance to learn more about your customers. End the email either with a CTA to respond to the email and tell you about themselves or a short survey so you can better segment your list. Show them you care about them and their stories, too.
Example: Mythologie Candles
In this email, Leah, the owner of Mythologie Candles, enthuses about her passion for her business. It’s a bit generic, and I said more about her unique story, but it’s still a solid email.
Welcome emails come in all shapes and sizes. Just because you aren’t offering a discount doesn’t mean you should skip sending one. In fact, this is a chance to flex your creative muscles and find other ways to welcome people to your list.
Do you need a welcome email for your business, or want to update the one you have? I’d love to work with you on building new automation that you and your subscribers love! Click the button below to learn how to get started.
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