Your Welcome Email is your opportunity to roll out the red carpet for your new subscribers. Perhaps they have heard of you, but this is your chance to make the right first impression.
Experian research showed a 57.8% open rate for welcome emails. That’s 4x the open rate for other emails in the study. (Source: PDF link, 16 pages).
The 99 Newsletter Project welcome email has a 77.6% open rate as I write this.
What’s the open rate on your main newsletter? Somewhere around 20-30%?
Mailchimp says 22% is average for media and publishing.
Think about the last time you started a new job. You’re excited, but probably a little nervous. You clicked with the people in the interviews, but there’s still a leap of faith involved.
The best companies roll out a red carpet for you on the very first day. When you show up, you know exactly where to go. Your login credentials work. HR emailed you the paperwork you need to sign so you can bring it with you on the first day.
Maybe there’s a notebook or stationery on your desk. “Welcome to [your new job]. We’re glad to have you here,” it says. Handwritten.
You think to yourself, “Wow, they really have it together. I can’t wait to get started”.
That’s how a great Welcome Email should make a reader feel, so let’s get started!