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Email Marketing with Mautic

6 Essential Elements of an Excellent Welcome Email

You have probably heard this before: There is no second chance for your first impression. Your welcome email is your email marketing equivalent to a real-life handshake and introduction. The question is: How do you win at this kind of first impression?

In my opinion there are two things to consider:

  1. A welcome email must strike a balance.
  2. There are certain elements a good welcome should have.

Let's start by looking at the balance that you should seek:

What Makes a Good Welcome Email?

Your welcome email is like a first date:

You want the other person to get to know and like you (and, eventually, trust you). But at the same time you yourself want to get to know this other person, too.

You won't learn anything about them if you just talk about yourself.

What's worse:

You will come off as some unlikeable self-centered person if you make it all about you.

The outcome for your business?

You won't learn anything about your audience.

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A good welcome email is both: It's about you, but it's also about your reader. Find that sweet spot.

How can you strike a good balance in your welcome email?

I'd say: If you include the following 6 elements of a good welcome email you'll automatically make your best effort to strike that balance.

6 Key Elements of a Good Welcome Email

Let's explore those six key elements.

1. Introduce Yourself

First things first—let your new subscriber know who's behind the emails they'll be receiving. This is your chance to make a personal connection!

I know, it's kind of a “Duh!” thing to say. But more often than not a welcome email is just about the business.

Or worse: A simple "Hi there, welcome! [the end]"...

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Why it matters: People connect with people, not faceless brands. A personal introduction helps build trust and relatability. So, even if you're a brand you can make a personal greeting (CEO, Customer Success Manager, you name it).

How to nail it:

  • Don't just say “Hi!”. Share a bit about your background. Share a personal story. You'll probably talk enough business in the emails to come.
  • Add a personal touch—maybe a fun fact or a quirky detail about yourself [or your company].
  • Consider including a photo to put a face to the name.

Remember, you're not just a marketer—you're a real person with interests and experiences. Let that shine through!

2. Explain Your Why

Next up, share your mission.

What drives you? Why did you start your business? More importantly:

What are you trying to achieve? What impact do you want to make for your readers?

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Why it matters: As Simon Sinek famously said, “People don't buy what you do, they buy why you do it.” Your 'why' is what will resonate with your audience and keep them engaged. (Video recommendation)

How to nail it:

  • Clearly state the purpose behind your email list or business.
  • Share what inspired you to start this journey.
  • Connect your 'why' with your subscribers' needs or goals.

3. Showcase Your Expertise

You don't need to shy away in your first email. You already made them trust you enough to give you their email address.

And, you already told your readers what's driving you.

Now tell them what you achieved. Shine a light on why you're the go-to person in your field.

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Why it matters: Establishing your credibility helps build trust and authority with your new subscribers.

This isn't to show of. It is about reassuring your reader they made the right choice signing up to your newsletter/email list.

How to nail it:

  • Include some sort of social proof in your welcome email. Like:
    • Share a few key achievements or experiences that qualify you as an expert.
    • Mention any notable publications or speaking engagements.
  • Highlight unique insights or approaches you bring to the table. E.g., by linking key content that you created.

Okay, by now people know a lot about you. That's good.

But now it is time to make it about them!

4. Encourage Interaction

Make your welcome email the start of a two-way conversation.

Your goal should be that people reply to your welcome email.

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Why it matters: Engagement from the get-go helps build a strong relationship with your subscribers.

So, make your readers hit reply! Entice them to write you.

How to nail it:

  • Ask a simple, specific question related to your niche.
  • Invite readers to tell you their biggest challenge. Offer to share some thoughts on what they write you.
  • Let your readers brag. Ask them about their biggest success story.

Bonus: Besides forming a connection to your reader, a reply tells your reader's email program that they are interested in your emails. Gmail, for example, will make your future emails go straight to the inbox.

5. Provide Immediate (Additional) Value

This is—probably—a no-brainer. Simply because you offered a lead magnet or content upgrade in return for subscribing.

But, if there is a possibility to subscribe to your list without getting some sort of freebie:

Include something of value to your readers.

And even they already got (or will get) a freebie from you: You can “surprise” them with an additional freebie or something else that is of value for them.

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Why it matters: Offering immediate value reinforces their decision to subscribe and sets a positive tone for future interactions.

How to nail it:

  • Share a useful tip or strategy they can implement right away.
  • Offer a free resource (e-book, template, checklist) related to your niche.
  • Provide exclusive access to a helpful tool or community.

This can even be as simple as sharing a link to some content that you think is highly valuable to them.

You covered a lot by now (which doesn't mean you email is 5 pages long, keep it short, please).

Now, let's look at the final part.

6. Create Anticipation

Your reader got to know you. You showed them why you're doing what you're doing and why you're good at it. You provided them with value. What's next?

Create anticipation! Make the reader eager to receive your next email.

How?

End your welcome email with a teaser of what's to come.

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Why it matters: Building anticipation increases the likelihood that subscribers will open your future emails.

How to nail it:

  • Hint at an exciting topic you'll cover in your next email.
  • Tease an upcoming series or special content.
  • Create a curiosity gap by posing an intriguing question you'll answer later.

Aaand, you're done.

Keep It Short

It may sound like a welcome email like this would be thousands words long. And if you write your first draft, it probably will be.

I'd like to encourage you to edit your welcome email a couple of times. In the end your welcome email should be short.

Your welcome email would, ideally, a 2-3 minute read.

Your subscribers won't know you when opening this email. Chances are that a very long welcome email will not get read.

So, keep it short. Each of the sections should be one paragraph, two at most.

Time to Craft Your Perfect Welcome!

What about your welcome email? Does it check all the boxes?

Get Help Craftig a Good Welcome Email

Let's recap:

  • Your welcome email should be about introducing yourself but also about getting to know the reader.
    • Get them to know, like and trust you.
    • Gain insights about your audience.
  • Make it about you:
    • Introduce yourself.
    • Tell your reader something personal. Make yourself relatable and likeable.
    • Share your Why. What drives you?
    • Tell them why they should trust you. Include some social proof.
  • Make it about them:
    • Ask them to introduce themselves to you.
    • Try to get them to share a pain point or big win. Both of these hold information about your audience.
    • Give them a bonus for signing up (besides that freebie!).
    • Make them curious and excited about what's to come.

By sticking to these elements you'll create a welcome email that'll knock your new subscribers' socks off. Remember, your welcome email is your first impression, so make it count!

Happy marketing!

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