Write a welcome email that new subscribers read

A welcome email is the first message a person gets after they join your list. It arrives when they still remember signing up, so it is the email they are most likely to open. A good welcome email tells them what to expect and gives them a reason to open the next one.

What to put in a welcome email #

1. A plain subject line. "Welcome, and what to expect" works. Clever subject lines get skipped.
2. Who it is from. A real name, such as the owner, not "no-reply".
3. What they will get. One line: a short letter each month with offers and news from the shop.
4. A gift for today. A tip, a short guide or an offer they can use this week.
5. One question. "What brought you to us?" Replies teach you more than any report.

Keep it short #

Write it as a note, not a brochure. Three short paragraphs and a sign-off are enough. If you want to add more, save it for the second email.

Read it aloud before you send it. If a sentence sounds like an advert, say it the way you would at the counter, and write that down instead. People forgive a plain email. They delete one that sounds like it came from a machine.

Test it on yourself #

Sign up to your own list with a personal address. Check that the welcome email arrives within a minute, that the sender name is right, and that every link works on a phone. Then ask a friend to sign up too, and tell you honestly what they expected to get.

Add your review link #

A welcome email to a new customer is a fine place for your review link. Our guide to earning Google ratings the right way has the words to use.

Check the rules first #

In the UK, you need clear consent before you send marketing email to individuals. The Information Commissioner's Office explains the rules in its guidance on direct marketing.

To see a welcome email in a real setting, read how a bakery started its email list. If you plan to hand your emails to an agency, a one-page brief for your agency will save you both time.