Thanks @hawk! Hi Talitha
I’m not a guru, but I work with people who are! I’ll give an in-depth answer, cause there are lots of important things to address in welcome mails!
Welcome emails are super important, because your member/client/customer/whoever will NEVER be more motivated to click links than right after they sign up for something. It’s the one email they are most likely to actively look for, open, read through, and click those tasty links. We call it the “indoctrination” email because its the most important in getting your members on board with their decision to join.
Here’s some important elements of a great welcome email (though i think some will disagree, as it can make your email long, but like I said, we’ve found that the majority of people are very motivated to read through it all):
Your subject line. Make it clear and straightforward (Welcome to Corrupt Watch! Here’s Where To Start.)
A personal opening. It should be conversational and welcoming (We’re truly excited that you’ve join us…)
State the Benefits. They’ve joined the community - what will they get out of it? What can they expect? Are there regular online/offline events? Cool things that happen they should know about? Do you send them content or exclusive offers? Use this part to connect all the dots for them. Don’t assume they know (or remember) why being a member will be beneficial for them.
The Next Steps. Here would be a good place to put your Call-To-Action. This is what you ask new members to do the thing you want them to do - it that contribute to a particular post? Introduce themselves? Include the link for easy access.
Open a loop. This is optional, but we’ve seen a lot of success in opening a loop - that is, buidling curiosity or giving them another option to click. It’s usually in the form a PS after the welcome email. Something like, “PS, there’s [this really cool thing] happening in the community right now! Click here to check it out.”
The whole goal is to start building that relationship with your member. We’re testing this out in our communities and have seen pretty good results.
I hope this helps!