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11 Ways to Optimize Your Welcome Email for New Subscribers

Scott Gerber
Scott Gerber

Managing a flooded inbox is overwhelming enough without receiving additional "welcome" emails.

The majority are dull, provide no value and gets sent straight to the trash, which isn't much of a welcome at all. People show initial interest by subscribing, so it's crucial to not disappoint on the first contact.

These entrepreneurs from YEC are experts on creating smart content and offer their best tips below.

1. Keep It Short, and Ask One Question

An approach that works well is to make it short (2-4 paragraphs with no more than 2-3 lines each) and quickly introduce yourself. Remind them that you'll only email when you have something important to say, and crucially, ask them to answer one question (e.g. what is their number one frustration or solution they're looking for). This whitelists your email address and promotes feedback and market research. – Alex Miller, PosiRank LLC

2. Provide Real Value

The first email in your series should provide the greatest possible value to your new subscriber. You must also make it painfully obvious what you want usersto do. A giant green call-to-action button really does work. – Joshua Dorkin, BiggerPockets

3. Start With a Thank You Page

I'm going to shift your thinking a little bit here. It's not actually your first email that's important. Your "Thank You" page is a huge opportunity to tell more about who you are and what you do. You can even pitch an offer or discount. In the first email after this, I always invite new subscribers to chat with me -- people buy from people, after all. – Nicole Munoz, Start Ranking Now

4. Personalize It With Their Browsing Experience

Ensure new subscribers are opted into an email list unique to their browsing experience. For example, if a customer was browsing for hotels, show them hotel local deals instead of flights. Once you have the subscriber, provide value in the first welcome email and the type of content you provide from time to time so that there will be no surprises and unsolicited spam. – Pejman Ghadimi, Secret Entourage

5. Use A/B Testing

There are plenty of tips and tricks to try and optimize your welcome emails, but something that works for one business could hurt another. The only sure wayto optimize your emails is to pit these different tips against each other with a statistically relevant A/B test. Even the smallest tweaks can have the biggest impacts, and these are often counter-intuitive without testing. – James Simpson, GoldFire Studios

6. Add a Personal Touch

The welcome email will get more attention if it is signed by an actual person, such as the individual in charge of the company’s blog. Emails that come from real names and email addresses (as opposed to “no-reply” or “blog”) get a much higher open rate because they don’t look automated -- even if they are. – Andrew Kucheriavy, Intechnic

7. Add Their Name to the Subject Line

People love to see and hear their own name. Therefore, make sure to use the name of the recipient in the subject line of the welcome email, and personalize the body of the e-mail as much as possible. – Kristopher Jones,

8. Create Opportunities to Come Back to Your Site

Our welcome email has our main product categories at the top which looks like our website for quick access. Then, there's a brief summary on our business, a "shop now" button, our social media links and a discount code for the first purchase. In one small footprint, we've made it easy for them to come back and find what they want or, if they already purchased, go to our social media pages to learn more. – Josh Sprague, Orange Mud

9. Make It Mobile-Friendly

Make sure it is easily viewable and opens seamlessly on mobile devices as well as on traditional PCs. Lots of folks might be opening your welcome email from their smartphone, and if that process doesn't go smoothly, it might get deleted. – Andrew Schrage, Money Crashers Personal Finance

10. Offer Live Correspondence

We have a funny call-to-action at the bottom of every welcome email: "To schedule a call with the Boss, please click here." It has been a huge success as I have daily calls scheduled with a ton of prospective clients. Live correspondence will always be more powerful than virtual. – Engelo Rumora, Ohio Cashflow

11. Establish Trust

The last thing that subscribers want is for you to abuse their trust. Make your welcome email transparent by briefly explaining the benefits of subscribing and clearly outlining what subscribers can expect from you. – Vivek Sharma, Movable Ink

Image Credit: NanoStockk / Getty Images
Scott Gerber
Scott Gerber Member
Scott Gerber is the founder of Young Entrepreneur Council (YEC), an invite-only organization comprised of the world’s most promising young entrepreneurs. In partnership with Citi, YEC recently launched BusinessCollective, a free virtual mentorship program that helps millions of entrepreneurs start and grow businesses. Gerber is also a serial entrepreneur, regular TV commentator and author of the book Never Get a “Real” Job.