Adding Value via an Email Welcome Series

As a consumer, do you appreciate a welcome email or series of emails when you subscribe to a newsletter or email list? 

Perhaps:

• A personalized salutation makes you feel as though the company is speaking directly to you. 

• You are getting snack-size chunks of content about how the company/organization’s products or services can solve your problems. 

• After a number of communications, you feel more familiar with the organization and are more likely to take one or more of these actions: buy, call, apply, register, donate (among others). 

Now flip it the other way around as a business owner or nonprofit leader. 

No one likes to feel as though they are being spoken to en masse, especially our Gen Z and millennial folk. 

Consumers can’t and won’t read an email that goes on for miles. They’ll scan it, pick out the nuggets that pop out (if they aren’t bulleted or broken up by imagery, it may be none), and press delete. 

You need to add value before expecting anyone to “do” anything. 

Here’s a general outline of how you can structure a welcome series. 

Email #1 (within 24 hours after joining email list)

• Thank them for joining your community

• Share three ways that your product or service is of benefit to them

• Provide them with direct links to follow your organization on social media 

Email #2 (10 days to two weeks after joining email list)

• Thank them again for joining your community

• Tell them a direct impact story, preferably via video, though in writing also works

• Give them a link to read more stories on your website or on social media

Email #3 (three to four weeks after joining email list)

• Tell them about the thought leadership that your organization is involved in

• Direct them to a blog, podcast, or other channel that exemplifies your expertise

• Provide them with a survey link so they can tell you what they are interested in

Email #4 (five to six weeks after joining email list)

• Make a direct ask

• Reinforce their importance to your community

• Give them someone (a name and email address, no info@yourorganization.org) to reach out to with questions.

Your emails should be succinct, optimized for mobile, and the CTA should be very obvious. By investing time in this important initiative, you will begin building relationships with your prospective customers, stay top of mind, and be seen as an expert in your industry.