It’s 2023, and we need to ask… are you convinced that you need a welcome email series for your organization yet?
No matter the context, a welcome email series is your opportunity to say hello and creatively introduce yourself and your mission, even if you haven’t met each other personally.
Creating an email series can be an easy and challenging task all at the same time. Why? Because the pressure is on you, everyone desires an excellent first impression and, most importantly, a lasting one.
According to a recent survey by Forbes.com, 79% said email marketing is “important” or “very important” to their businesses. Most people have emails (since it’s free), and it’s personal, so you can target the subject you’re aiming to convert. But take note, as you create your email series, you also want to provide value while reminding your readers why they let you into their inboxes.
Are welcome emails important, why or why not?
It is critical to put considerable thought into your welcome email. Why? Because the welcome email series has some of the highest open rates, averaging 50%, based on Campaignmonitor.com. Thus, they outperform standard email campaigns.
When should a welcome email be sent? If you’re using a double opt-in system, send a welcome email as soon as possible. Once a new subscriber (added on your email list) confirms their email address, that’s your go-signal! If you aren’t using a dual opt-in system, you should send a welcome email to every new subscriber who joins your list.
Is it ok to send automated emails as often as possible?
Instead of sending a single welcome email, create a welcome email or onboarding series to provide your new subscribers with a thorough understanding of your mission as an organization.
Consider sending an email to new subscribers every day for the first three days. After that, you could create triggered campaigns based on subscribers’ actions in your previous welcome emails or plan static content for each automated email (if applicable). Remember, get to know the response of your subscribers, and you can adjust your email marketing strategy from there. In our case, for example, we send out an email (informative and educational) every week.
Benefits of welcome emails
One of the most substantial benefits of having great welcome emails is that it builds a stronger relationship with the audience and can relay your mission.
1. First Impression
Welcome emails assist you in making an excellent first impression on a potential volunteer or donor. They are frequently one of the first things they notice. If you can make an excellent first impression, you’re already on your way to establishing a good relationship.
2. Builds Trust & Credibility
The welcome emails you send new subscribers can help you establish trust and credibility. They educate your new subscriber on who you are and how your organization can help them. Let your subscribers know your mission, i.e., why you started your non-profit organization to help them.
3. Establishes Expertise
In at least one of your welcome emails, include stories or testimonials from any organization member. This social proof not only helps to build trust with a new subscriber but also establishes your expertise. In addition, you can demonstrate that you can assist other audiences like your reader.
4. Sets Expectations
As part of your welcome emails, you can set expectations for your reader about what is to come. It includes informing someone when and how often they can expect to hear from you. In addition, you’re letting someone know how your organization works, that you’re here to help them, and how you intend to do so.
5. Delivers Results
Without an offer, no welcome email sequence would be complete. Make sure your welcome emails include at least one request. It should have value to your audience. Make it a no-brainer offer – one of your best options for any new subscribers on your list.
Final Point
Welcome emails can generate great results in a short amount of time and are a must-have tool in your marketing toolkit, but to get started, you’ll need a great marketing automation platform.
Once you know the best practices and decide what email automation platform you prefer, you can use your welcome series to showcase the best you can offer.
If you have questions about this powerful communication strategy for your non-profit organization, you can schedule a call with us!
