It has been said many times before on this blog and on countless other Internet marketing sites around the web that the power is in the list. That might be true, but it doesn’t mean very much if you don’t know how to yield that power most effectively. And when someone subscribes to your mailing list for the first time, you’ve only got the one chance to hook them in for good.
The welcome email is positively crucial, because it sets the tone for all the other mailings that you are going to send out from then forward. It sets up a series of expectations for the tone, format and style, so you will want to take some time to craft it up to the best of your ability. While every list is different, here are three elements that you should include in that first email.
Introduction and What to Expect
First and foremost, you will want to thank your reader for subscribing to your mailing list in the first place. Acknowledge him and demonstrate that you value his readership. That’s above all else.
After that, you can set the tone by briefly re-iterating your story and who you are. This further solidifies why your list is important and why this person will want to stay subscribed to your newsletter. Then, you should provide some indication as to what he can expect moving forward.
Will you be syndicating all of your blog content? Will you be sending a weekly digest? Will you only be highlighting the most important content? Will the newsletter contain exclusive content that won’t be found anywhere else?
Your Best Evergreen Blog Posts
It’s one thing to proclaim to your new subscriber that you offer some of the best content on the Internet and they’re going to be hanging on your every word. It’s another thing to show that you really do walk the walk and you don’t just talk the talk. And the best way to do this is to prove it with what you’ve already done.
Dig into your Google Analytics account (or your tracking software of choice) and look at your all-time most popular blog posts. Disregarding special cases, like contests and giveaways, look at what content has proven to be the most popular over time.
Timely blog posts are great for real-time relevance, but evergreen content stands the test of time and people will keep coming back for more.
That’s the content you want to highlight. Tell your new subscriber about a few of these posts; hopefully they’ve got a lot of comments and other activity on them to demonstrate how popular they are. Link to them and encourage them to read them to get a sense of what to expect from you.
An Invitation to Connect Further
Even though the person has only just joined your mailing list, that doesn’t mean you can’t start to leverage that connection even further. He’s clearly expressed interest in what you have to offer, so there’s a good chance he’s also interested in what else you’ve got.
Provide links to your social media pages, like Twitter and Facebook, as well as any other contact information you wish to include. Say that you’re looking forward to continuing the conversation, because this is a conversation and not a one-way communication.
Close your welcome email by thanking your new subscriber again, working to forge that long-term relationship that you seek. And that’s it. Good luck!