With a fresh cup of coffee by your side and your fully-charged computer in front of you, you place your fingertips on the keyboard. It’s time to write your first email.
After a 15-minute cycle of typing, deleting and staring at a blank email template, however, you find that you can’t seem to gather the right words.
What in the world should you write?
Writing Your First Emails
Whether you have a lot to say and don’t know where to start, or you’re just dealing with the worst writer’s block ever, it’s no surprise that content is one of the biggest hurdles for first-time email marketers.
A good place to start is with the two emails that should be created before you begin collecting new subscribers: the confirmation email and welcome email.
Let’s take a look at what content should go in each one.
The Confirmation Email
If you’re using confirmed opt-in for new subscribers (which you should for a number of reasons), this is the message that subscribers receive after submitting their email address and any other information you’ve asked for, such as “first name” and “city.”
In other words, it’s another way to confirm that people definitely want to be added to your list, and that they didn’t sign up just for the fun of it.
While it’s a straight-forward message, be sure to remind readers who you are and include information about your emails – even if your email service provider supplies you with a generic confirmation message.
Fork Restaurant’s confirmation message does a great job of identifying who they are and reminding readers what they get for confirming their subscription:
The Welcome Email
The welcome message is where you thank your subscribers for signing up to your email list, and well, welcome them. It’s also a great opportunity to provide additional details about the kind of content they’ll receive from you. Remember, it’s all about the value you bring to your subscribers!
Crafting an engaging welcome message isn’t always easy, especially if you’re not used to communicating with customers and prospects through email. And if you’re tempted to pour your heart and soul out into your email, keep in mind that slow and steady wins the race.
When it comes to your welcome message, this means that it should be concise and serve the sole purpose of welcoming your subscribers. So all of the other valuable information you’re dying to share should be spread out in future emails.
Not sure how to create an effective welcome email? Here are six key content points you should cover:
1. Welcome subscribers and thank them for signing up to your email list.
This not only provides a warm welcome for subscribers, it shows that you appreciate them as well.
Ex: The team here at Holy Cannoli Bakery would like to thank you for signing up to receive emails for our weekly specials and recipes to make your own baked goods at home.
2. Provide details about the content they’ll receive in future emails.
What do you want to communicate to your audience? Whether you’re sending a weekly newsletter, updates on industry or company news or promoting sales, set clear expectations.
You might want to also tell them how often they can expect to receive emails from you.
Ex: Every Monday morning, you can expect to receive a fun treat in your inbox. Our Weekly Specials emails include featured baked items, classic favorites, pictures of some of our most recent unique orders and recipes to bake your own goodies at home. Finally, a reason to love Mondays!
3. Include a brief description of your company.
Not everyone who signs up to your email list will be current customers of yours, so use this opportunity to share a little information about your company, and why you exist to help them.
Ex: In case you haven’t experienced the heavenly decadence of Holy Cannoli Bakery, we make more than cannolis- we bake and sell all kinds of desserts. From fresh fruit pies to pastries to chocolate chip cookies, you’ll find it all.
4. Deliver your incentive if you offered one.
One way to encourage people to sign up to your email list is to offer an incentive on your sign up form, such as a free printable or coupon. If you do, your welcome email is where you deliver the goods.
Ex: Don’t forget to take advantage of your coupon for a FREE cupcake! Either print out this email or show it to us from your phone when you come in.
5. Provide contact information.
Give your subscribers a way to get in touch with you, such as a phone number and link to your website. If you have a brick-and-mortar store, don’t forget to include your address so subscribers can check out your business in person. Including this actionable next-step (also known as a Call to Action) can encourage them to engage with your brand before they ever begin receiving your other emails.
Ex: If you have any questions or comments, don’t hesitate to give contact us! Simply reply to this email, give us a call, or stop by our store and we’ll be happy to help.
6. Send from a representative of your business.
Put a human face to your brand by sending emails from specific employees.
Ex: Have a sweet day! – Jackie P., founder of Holy Cannoli Bakery
Taking each of the examples above, here’s what Holy Cannoli Bakery’s welcome message would look like:
Hi Mary!
The team here at Holy Cannoli Bakery would like to thank you for signing up to receive emails for our weekly specials and recipes to make your own baked goods at home.
Every Monday morning, you can expect to receive a fun treat in your inbox. Our Weekly Specials emails include featured baked items, classic favorites, pictures of some of our most recent unique orders, and recipes to bake your own goodies at home. Finally, a reason to love Mondays!
In case you haven’t experienced the heavenly decadence of Holy Cannoli Bakery, we make more than cannolis- we bake and sell all kinds of desserts. From fresh fruit pies to pastries to chocolate chip cookies, you’ll find it all.
Don’t forget to take advantage of your coupon for a FREE cupcake! Either print out this email or show it to us from your phone when you come in.
If you have any questions or comments, don’t hesitate to contact us! Simply reply to this email, give us a call, or stop by our store and we’ll be happy to help.
Have a sweet day! – Jackie P., founder of Holy Cannoli Bakery
Getting Started
Using the checklist above, try writing or re-working the content in your confirmation and welcome emails. Once they’re finished, you’ll be ready to create a follow up series or send an broadcast to subscribers.