Welcome Email and AutoResponder Basics

The first four sections of Privy Academy focused on why on-site conversion is important and how to build some basic campaigns to help turn your site visitors into contacts and customers. But we haven’t yet talked about what to do with them once they sign up.

Sending an autoresponder welcome email when someone signs up for your list is an often overlooked but incredibly important moment in starting the relationship between you and your new subscriber. They just told you that they're interested in what you do or sell and this is your first chance to make a great impression beyond your website. Yet many people either don’t send a welcome message or put minimal effort into the design and content.

Whether you are sending your autoresponder through Privy or your email service provider, you’ll accomplish three goals:

  1. You’ve confirmed their submission worked. Nothing is worse than filling out a form for something valuable and not knowing if it went through!

  2. You’ll create a permanent version of the offer that someone signed up for. It’s easy to forget a coupon code or  a link to an exclusive piece of content. Sending the information in an email helps people find what they need, when they need it.

  3. You’ve created a new positive brand impression that can humanize your brand. The welcome email gives you a chance to provide additional information that's true to your brand. Since email is a personal medium, it's a chance to start a conversation that will turn the subscriber into something more valuable for your business.

For each on-site campaign you run, you’ll want to set up a unique welcome email that delivers on the offer and speaks directly to what they have signed up for.

7 Do’s and Don’t’s of the Welcome Autoresponder Email

 

Do:

  • Thank them for signing up.

  • Fulfill your offer right away by putting the offer code or content link front and center.

  • Set expectations for how often they will hear from you.

  • Spend some time on the subject line so it catches their attention.

  • Keep it single column to ensure your email will be easily read on a mobile device.

Don't:

  • Make it long. This shouldn't be a newsletter. You should focus only on the message at hand: Welcoming the new subscriber to your brand. Aim for around 150 words—short and sweet!

  • Change the subject. This is not the time to immediately start selling something else. Again, stick to the task at hand. Now that you have their email, you can put together an email series or other offers for future communications.

  • Be sloppy. Proofread, proofread, proofread! Be sure to check the formatting on all of your devices and preview your email across email clients and devices whenever possible.

You're well on your way to growing your business! For Lesson 2, we'll focus on taking your list growth to the next level with more information on targeting and creating campaigns across your website and email.

Ready to dive in? Start Lesson 2: