If email sequences are part of an epic marketing team, welcome emails are the unsung hero of creating revenue.
You can’t throw a rock without hitting a guru that’s preaching, “the money’s in the list”.
Have you ever noticed that they’ll tell you all about what you should be doing…
But they never quite seem to get to the how?
That’s my goal today.
I’m going to show you what you can do with your welcome email and get into how it’s being done by the experts out there.
What makes welcome emails so amazing?
Is it their 57.8% open rates?
The 196% increase in click-through rates over other emails?
Is it the 320% more revenue they generate versus a generic promotional email?
In fact, a survey found that 74.4% of consumers expect a welcome email when they sign up.
New subscribers report that 83% of brands didn’t make a good first impression or any impression at all.
So how can you tap into revenue from new subscribers waiting to hear from you?
I’m about to show you how using my 5 all-time favorite ways to utilize your welcome email.
A quick note before we begin…
For the purposes of this article, we’re going to consider your “welcome email” the email you send after your “confirmation email”.
Although even the confirmation email can be used to increase conversions for your other content. Check out how Pottermore does it:
Now, I know the email is a bit hard to read (impossible, really), but I wanted you to pay attention to the footer.
It offers highly relevant links to the other things their main site has to offer for muggles excited for more Harry Potter content.
Links to their the social media and online shop, for example.
This serves as the perfect segway to strategy number one on our list.
1. Promote Your Other (Relevant) Content
A great way to increase your conversions is to add content to your welcome email that’s relevant to your optin.
Here’s what I mean…
Adding the relevant content as part of a step-by-step process is a great way to add extra value and increase the chances that your new subscriber is going to check out more of your content.
It’s also a great way to help them get to know and like you and your brand even more, which helps your conversion rates go up.
Marie Forleo does this seamlessly.
When you sign up for her audio training “How To Get Anything You Want”, her welcome email not only thanks you for becoming an “MF Insider”, she goes on to tell you “what to do next”.
She breaks this down into 3 steps:
Step 1: She tells you to download and listen to the audio file. (That’s what you signed up for after all.)
Step 2: She wants you to watch the presentation she did for Oprah at her SuperSoul Sessions.
The title of this presentation is “Everything is Figureoutable”, which is both directly related to the original optin and it’s likely to be of interest to her new subscribers.
Btw… can we just pause for a sec and take note of the brilliant social proof and expert leveraging she used here?!
I mean… Damn.
If you’re interested in the video… here it is:
Step 3: Next, she encourages you to check out her video library that has hundreds of MarieTV episodes.
(Just in case you need more proof that she’s an expert and were looking for additional ways to fall in love with her brand.)
Not into video? No problem! She’s got a podcast too.
This woman is seriously smart, strategic with her offers, and she provides huge value for free right out of the gate.
All of which makes her paid products all the more appealing.
Her welcome email is just about as good as it gets as a case study for guaranteeing future returns from day one.
You can see the email for yourself below:
2. Give Them An Offer They Can’t Refuse
Welcome emails with an offer have a higher conversion rate and more revenue than those that don’t.
I know that seems super obvious and that there are marketers that will tell you not to “sell” in the welcome email.
For the most part, they’re right!
But that’s not what I’m talking about. I’m talking about giving them an offer… not an ask.
What’s the difference?
One feels like pushing… the other feels like a pull.
Here’s a look at how Caribou coffee uses their welcome email to make an offer that’s hard to resist:
Let’s break this bad boy down for a minute.
Right up front, the email is thanking you for signing up and immediately lets you know what to expect from them.
The really lean on the exclusivity and rewards of being a “perks member”.
Not only are you going to get a freebie on your birthday (which I freaking LOVE), but you’ll get exclusive offers not available to those not on the list.
It’s a great way to guarantee your subscribers are not only going to stick around, but they’ll be looking out for future offers.
Across the top of the email, you’ve got links to their online shop, a store locator, and more info about the brand.
In the body section, there are a few coupons you can take advantage of right away with the option to forward the email (and those deals) to a friend.
All the options a girl like me (and thousands of others) could want.
On a side note, “free shipping” offers have been shown to have the highest conversion rate, so it’s no surprise to see it in Caribou’s email.
But there’s a real gem at work here that most marketers overlook…
See that subtle little line? Behind that “tell us your preferences” line is a powerful strategy.
It’s also the next one I’m going to show you.
3. Segment Your List
Savvy marketers like Brennan Dunn and Pat Flynn use links as a segmentation tool in their welcome emails.
Segmentation is a great way to find out where your new subscribers are in the buyer’s journey.
It’ll also help you figure out which of your brand’s buyer personas the new subscriber resembles most.
You can use links to trigger your email management software to “tag” to your prospects and segment them into certain lists.
You can even set up triggers to initiate a followup sequence that has relevant content and offers for specifically tagged subscribers.
How could this help you?
As I mentioned above, segmenting your list will show you exactly what kind of emails and content to serve your new subscribers.
When you understand what offers are relevant to your subscribers want and need from you, this can greatly increase your conversion rates.
Especially if you have multiple products.
By having laser-focused email sequences, you’ll create a much better journey for your customers and even better revenue for you.
Let’s take a look at how Pat Flynn puts this into action.
Here’s an excerpt from Pat Flynn’s welcome email to his Smart Passive Income subscribers:
He’s setting up the expectation for his subscribers by letting them know that he’s going to ask them questions from time-to-time so he can send them content that fits their needs.
With this “serve first” creed in mind, he’s already put himself in the position of mentor, coach, and guru.
He’s also got a nice automated system that’ll serve the subscriber high-value content that’s relevant to the link they clicked.
This starts his prospects down the know-like-trust “fast track” and allows him to introduce them to his paid solution when they’ve been primed and are most likely to buy.
Keep in mind… this requires you to deeply understand the buyer you’re targeting, what motivates them, and what segment options would appeal to them.
4. Give Them More Ways To Connect
If someone signed up for your optin, they’re interested in what you have to offer.
This is a great opportunity to let subscribers know where else they can join your community – like Twitter, Instagram, LinkedIn, or your Facebook group.
You can even incorporate other users and testimonials to back your social proof and help them connect with other members of your audience.
Here’s a great example from Kayla Itsines:
She uses strong social proof by featuring the before and after stories of her users (and their Twitter handles) and social media links in the footer.
Not to mention the nice discount offer right below all those transformational stories.
She encourages people to join her community saying, “we’re all in this together.”
You can tell she focuses on building a strong, engaged community.
Having an active community gives her direct feedback on existing products, ideas for new products, and free market research.
A great way to do this is to introduce them to active, happy members and show new members who to connect with and where.
Basically, give your new subscriber a chance to get to know you and your crowd from day one.
5. Go The Extra Mile
Saying “thanks for downloading my guide” is a pretty standard opener.
To start building a relationship with your newest list member and strengthen your position as the “go-to” guy or gal in your field, you’ll need to kick it up a notch.
A great way to keep them on your list and get them to buy other products is to show them what’s possible!
For example, give them a short video that shows them how to use your optin.
Own a tea shop? Show them recipes that use tea whether that’s a tea cocktail or cookies made with Earl Grey.
Have a SaaS company? Show them what they can do with your software, or how to set it up, and get them back on that app asap.
Check out how SumoMe uses their welcome email:
Those are my 5 favorite revenue-generating strategies for welcome emails. Do you have an idea you’d like to add? Leave a comment below!