Welcome Email Strategies – Tools & Tips

Today I’m sharing with you Welcome Email Strategies – Tools & Tips on how to create a 3 part email series that will increase engagement, optimize your fundraising, and reduce attrition.

What is a welcome email?

A welcome email is the first email you send after someone submits their email address to your list or subscribes to your E-newsletter. This is the first impression you make with a potential donor. It should engage, inform, and show them what is expected from you. It is the basis of the beginning of the relationship your organization will have with the potential donor.

By investing significant effort upfront, it ensures new email contacts that they are cared about, are important to your organization, and are valued. This is accomplished by engaging with them with three automated emails within a four-week period and providing small bits of information in each of those emails.

1st Email in a Welcome Series: Welcome Email

Welcome Email Strategies – Tools & Tips

The first email in a welcome series is an important opportunity to make a great first impression. It reaffirms to subscribers that they’ve made a wise decision to join your email list. Most importantly, this is the critical start of the journey towards turning your email subscribers into donors. Schedule this email immediately after someone subscribes to your e-newsletter or adds their email address to your list.

What should you say in the first email?

The first thing you should do is thank them for subscribing. Let them know how many more emails over the month they will be receiving and a general idea of the type of future content they will be getting on a monthly basis. Provide one additional piece of information, in a sentence or two, about something you’d like your new contact to know is perfectly acceptable.

Don’t bombard the reader with a lot of information. The key here is to keep it short. A sentence or two about an event, something new, or program success is sufficient. Including a link leading to that specific page will provide an opportunity for the reader to become more familiar with the structure and content of your website.

Provide ways for them to contact you by providing your email address and phone number. This is imperative should they wish to ask a question or request additional information. Make the links easily accessible and visually appealing.

Keeping this email short and succinct results in higher engagement.

2nd Email in a Welcome Series: An Invitation to Connect on Social Media

Welcome Email Strategies – Tools & Tips

Use your second email to provide new subscribers with information about your social channels and send it to them about two to three days after the first welcome email.

This is a time when your contacts are highly engaged. It’s the perfect opportunity to get your organization in front of your new subscribers multiple times.

Share links to all of your different social media sites and ask them to follow, like, and share. Asking them to connect with you is just the start. Give them a reason to connect with you by informing them that they will be among the first to hear about exciting new developments and updates.

Encourage them to engage with other members of your social communities. Opportunities to engage with online communities create emotional connections with other like-minded people. This sense of belonging strengthens their relationship with your organization too.

Cultivating your email subscribers is the start of creating lasting relationships with those who have the potential to become your donors. Don’t let this opportunity pass you by

3rd Email in a Welcome Series – A Special Email Offer for New Subscribers

Welcome Email Strategies – Tools & Tips

Everyone likes to feel special, and your new subscribers are no exception. Sent about four days after the invitation to connect on social media, a special offer could be anything from an invitation to tour your facility, to an early-bird invite to your upcoming fundraiser, or a free ticket for the raffle you’re holding. These are all ways to convey to new subscribers their importance to your organization.

In your email, you can state that the offer is only for new subscribers if applicable. Include a clear and concise call to action making it easy for the subscriber to respond.

Respond back to them in a timely manner when they accept your offer. Provide the with the information they need to attend the event or receive the free raffle ticket. If they are attending an event, have someone from your organization personally greet them.

What All Emails Should Contain

Compelling subject lines

Relevant content

An action they need to take

Clear opt-out options

A welcome email series is a great step in building a solid relationship with your subscribers and an essential building block toward turning them into future donors. Email communications are an important tool for creating donor loyalty. Here are 10 additional tips to use in your online fundraising campaigns.

Need help putting the pieces of a welcome email series together? Want to create a series of emails designed to convert your subscribers into donors? Contact me today for a free 30-minute phone consultation and I’ll help you do just that.