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- 7 Things Your Welcome Email Must Do
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Here’s an interesting stat for you:
30-50% of all newsletter subscribers don’t engage with emails past the first email.
This is known as the "list churn.”
The number one reason why this happens? Lazy welcome emails, or lack of a welcome email altogether.
Let’s fix that.
Here are 7 Things Your Welcome Email MUST Do (But Probably Doesn’t…):
A welcome email is your first chance to make a lasting impression on new subscribers. It’s more than just a “hello”—it’s a golden opportunity to set expectations, build rapport, and build a relationship with your readers.
But here’s the thing: most welcome emails miss the mark. They’re often generic, uninspiring, or worse, forgotten altogether.
Let’s dive in…
1. Show Genuine Appreciation
What Most Emails Do: A basic “Thanks for signing up” or “Welcome!”
What Yours Should Do: Genuinely express appreciation. People don’t have to join your email list, so make them feel special for doing so.
Use a friendly, conversational tone and let them know they’ve made a great choice by subscribing. Reinforce that this is the start of a valuable relationship. And absolutely do not forget the 2nd point…
2. Set Clear Expectations
What Most Emails Do: Jump right into sales or promos without context.
What Yours Should Do: Tell your subscribers exactly what they can expect from you. How often will they hear from you? What kind of content will you send? By setting expectations upfront, you build trust and reduce the chances of your emails being marked as spam or ignored.
Who really owns your audience?
Being a Creator has never been easy, but unpredictable algorithms make connecting with your audience on social media harder than ever.
Enter beehiiv, the newsletter platform used to send this very email.
beehiiv frees you from the algorithms, giving you the tools to connect and create a more direct relationship with your followers.
Plus, with a network of premium advertisers and paid subscription options, you can tap into new revenue streams from day one.
3. Deliver Immediate Value
What Most Emails Do: Jump right into sales pitches and ask for something.
What Yours Should Do: Provide something of value right away. If you offered a lead magnet (an eBook, checklist, or discount), deliver it immediately in your welcome email.
This ensures your new subscriber gets instant gratification and feels the value of being on your list from the start.
4. Tell Your Story
What Most Emails Do: Skip personalizing the brand or message.
What Yours Should Do: Introduce your brand’s story or mission. Often, people don’t care WHAT you do, they care WHY you do it.
People are more likely to engage if they feel connected to your purpose. Tell a bit about who you are, why you do what you do, and how you can help them.
Make it relatable and personable—it’s not just about your product, it’s about the story behind it.
5. Encourage Engagement
What Most Emails Do: Jump right into sending them regularly scheduled emails.
What Yours Should Do: Invite your subscribers to engage with you from the get-go. Ask them to follow you on social media, reply to the email with a question or feedback, or even click a link to a popular blog post or resource. The more interaction they have with you early on, the more chance you’ll have at reaching their primary inbox next time.
What Most Emails Do: Leave out any credibility-building elements.
What Yours Should Do: Include testimonials, reviews, or success stories to boost your credibility and build trust right away. Showing that others have had a positive experience with your brand reassures new subscribers that they’re in good hands.
7. End with a Strong Call to Action
What Most Emails Do: Wrap up without a clear next step.
What Yours Should Do: Every welcome email needs a clear CTA. Whether it’s asking them to explore your website, follow you on social media, or redeem an offer, always provide a specific next step that keeps them engaged with your brand.
Final Thoughts
Your welcome email is one of the most important emails you’ll ever send—it sets the tone for the entire relationship with your readers. Make sure it’s not just a simple greeting, but a well-thought-out piece that engages and leads subscribers toward meaningful action.
When you get these seven things right, your welcome email will be more than just an introduction—it’ll be the foundation for a lasting, profitable relationship.
Bonus: Why Building a Personal Brand Matters
Watch this video on why building a personal brand is the smartest move for your business.
Take the Quiz: What’s Holding Your Personal Brand Back?
Want to know why your personal brand isn’t attracting leads? I created a short quiz to help you pinpoint the issue.
Keep Building,
Clifton Sellers
Founder, Legacy Builder
Thanks for reading!
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