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Hey there, Funnel Ninja!
A few weeks ago, we showed you how to build a Killer Thank You Page (and why it’s so crucial to do so).
If you missed that edition, no worries—you can read it here.
Now, nailing your Thank You Page is a huge step towards dialing in your newsletter or lead magnet welcome flow…
But it’s just the first step.
The second step is:
Nailing your Welcome Email.
And that’s exactly what we’re going help you do today.
But, why is nailing your Welcome Email so important?
Glad you ask!
Why Nailing Your Welcome Email Is A Big Deal
Here’s the thing:
Your Welcome Email is—and always will be—your most read email… by far!
And if you don’t do a good job with it, the chances of people reading, engaging, and buying from your emails will go south considerably.
But, what does it mean to “do a good job”?
There’s 2 main goals your Welcome Email should accomplish:
- Getting your new readers excited to read your emails each week (or however often you send them)
- And making sure the Email Gods are not keeping your subscribers from actually reading your stuff (by sending your emails to their spam or promotions folder)
So, how do you go about accomplishing these goals, tactically?
Easy!
Just gotta make sure to follow these 5 steps.
How To Craft An Effective Welcome Email In 5 Steps
- 🔁 Reinforce your reader’s decision to opt-in. I like to do this by giving my readers a warm welcome & showing authority or social proof.
- 💡 Remind them what’s in it for them. Right after welcoming the reader, make sure to explain again your value proposition (a.k.a. how your emails will add value to their life or business) even if they just read it on your landing page.
- 🔎 Set expectations for what’s coming next. Once you’ve reminded them of your value prop, walk them through the logistics of how you’ll provide this value to them (a.k.a. when and how often you’ll be emailing them).
- 💬 Ask for a reply (and have them move you to their primary inbox). Remember what I said about the Email Gods trying to sabotage you? You can deal with this by asking your reader to a) reply to your email and b) move you out of their spam or promotion folder if your Welcome Email landed there.
- 🔥 Make it easy for them to get instant value from you. This is a step a lot of creators forget about but it’s actually super important (especially when it comes to newsletter welcome flows). Luckily, there’s a few different ways to accomplish this. For example: You can share a curation of some of your best newsletter issues, give them access to a bonus free resource, or invite them to your free community (if you have one). You don’t want your reader to wait until they get your next email for them to start getting value (otherwise, they might not open your next email).
- 🎁 [Bonus] Present them with a special “welcome offer.” If you have a low-ticket product for sale, you can give your reader a special (but limited) discount or bonus to grab a copy. This is another way to provide instant value to your new subs—while also increasing their lifetime value.
Make sense?
Sweet!
Now, let’s take a look at a couple real examples so you can see these principles in action—and draw inspiration for writing your own Welcome Email.
4 Great Welcome Emails You Can Draw Inspiration From
Just a heads up: These examples don’t necessarily follow all the “step” we laid out above, but you might draw inspiration from the way they executed the ones they do have.
Welcome Email #1: The Ad Professor’s Ad Checklist
What we like about this Welcome Email:
- He starts with humor and personality—but then it shows authority.
- He delivers instant, tangible value (by giving you access to an actionable guide).
Welcome Email #2: Justin Welsh’s Saturday Solopreneur
What we like about this Welcome Email:
- He follows all the 5 steps we laid out above.
- He highlights how much value you’re going to get each week (in just 4 minutes).
- He ends with a list of curated articles so you can dive into his content right away.
Welcome Email #3: Funnel Breakdowns
What we like about this Welcome Email
- The fact that we wrote it... jk
- We offer an incentive for people to reply.
- We use sub-headings, bullets, and short paraghaps to make the email skimmable & easy to read.
- We emphasize how much time & effort we put into creating these Breakdowns (which serves as a proxy for value)
Welcome Email #4: Kate Bourgoin
What we like about this Welcome Email:
- She uses her P.S.’s extremely well.
- She includes different kinds of social proof.
- She gives you instant value (in a very unique way).
Note: Kate actually “splits” his welcome email in separate 2 emails (which I’m not a big fan of). But nevertheless, I really love the way she executes them—that’s why we’re including her!
Email 1:
Email #2:
And that’s it!
Now you have zero excuses to not have a top notch Welcome Email.
So, make sure to block some time to make sure you’re following these steps & upgrade your Welcome Email ASAP.
(Your subscribers and your wallet will thank you later!)
In the meantime, hit reply and let us know if you found this week’s edition helpful.
Also, I’d like to do a follow-up edition breaking down how to create a great Welcome Sequence.
Would that be something you’re interested in in?
If so, let me know by replying to this email with triple sushi emoji 🍣🍣🍣
Chat next Friday,
Daniel ~ aka The Email Marketing Ninja
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