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Hi 👋🏻
I study 100s of emails in a month, and when I say study, I study everything.
Welcome email, content, distribution, positioning and monetisation ways. But out of these all welcome email matters the most after positioning. We have talked a lot about positioning, but we rarely talk about the welcome email. Today, let us talk about the welcome email.
Why welcome email matter?
When someone subscribes, their interest is at its highest point. They just chose to get emails from you. If you waste that opportunity, you’re not going to get the hold ever again. It’s the best time to build a connection with your audience.
The welcome email tells the reader why they should stay subscribed or read your emails. If your welcome email doesn’t convey that clearly, people will lose interest.
It also builds trust. A good welcome email shows who you are, what you believe, and what kind of value you send. People decide very quickly whether you are worth their time.
The welcome email trains behaviour too. If your first email is useful and easy to read, people expect the same in the future. If it is boring or confusing, they stop opening later emails.
It also helps you filter the actual audience. A welcome email helps you filter people who fit your ICP and remove people who do not. That keeps your list healthy.
Most newsletters focus on growth and almost everything, but ignore the first email. That is a huge mistake. The welcome email does not grow your list, but it decides how many people stay.
Framework
I learnt the ideal way of writing a welcome email for my newsletter from Matt McGarry, and I’ve mentioned it a lot of times.
It’s known as WEPAC.
W stands for Welcome.
This is where you thank the reader for subscribing and acknowledge their decision. They just trusted you with their email.
E stands for Expectations.
Tell them exactly what they will receive from you. Explain what the newsletter is about, how often you will send emails, and what kind of value they can expect.
P stands for Primary inbox.
Ask them to move your email to the primary inbox or mark it as important. This improves deliverability and makes sure your future emails do not get lost in promotions or spam.
A stands for Ask for a reply.
Invite them to reply to your welcome email. It can be a simple question. Replies tell email providers that your emails are not spammy, and they also start a conversation with the reader.
C stands for Click a link.
Give them one link to click. This could be your best article, a resource, or a short guide. Clicks signal engagement and train readers to take action when you email them.
Let me show the welcome email of Insideletter so you can understand that.
Look closely at how I used WEPAC here. This is proper copywriting. I shared a free resource and set the tone from the start.
Common mistakes
Common welcome email mistakes I see.
Most welcome emails are either too long or too vague.
Many people keep talking about themselves instead of the reader.
Some people dump five links and disturb the reader.
Others try to sell before building trust.
So never make these mistakes. Thank me later 🙂
Will you use it?
The welcome email is the first thing that helps your newsletter land in the inbox next time. Do not miss the chance to earn a permanent spot, because your audience is already subscribed to hundreds of newsletters. Make sure you stand out.
Anirban ‘helping you make money with newsletters’ Das
