Academy / Grow an email list from social

Lesson 4 of 5 · 6 min

The welcome email

The first email is the one most people open. What to put in it, a full example you can copy, and what to leave for later.

People open the first email from you more than any after it. They signed up a minute ago and wait for what you promised. It decides whether they open the second.

What it does

1. Delivers the offer first, as a link at the top.
2. Says who you are in two or three sentences.
3. Says what comes next: how often you write and about what.
4. Asks one small thing. A reply is best, because replies teach you what to write about.

Leave out the price list, five links and a discount. One email, one job.

An example to copy

Subject: Your 10 minute morning routine

Hi Maya,

Here is the routine: [Open the routine]

Do it before coffee, on the floor next to your bed. Ten minutes, no mat needed.

I am Jen. I run Riverside Yoga in Denver, and most people in my classes sit at a desk all day, like I used to. This routine is the first thing I teach them.

Once a week, on Sunday, I will send you one stretch and one thing I learned from teaching it. Short, and you can unsubscribe any time.

What makes mornings hard for you? Hit reply and tell me. I read every answer.

Jen

Change the names and the offer, and it works for a salon, a shop or a coach. Most email tools can send a short series on their own: the offer on day 0, your story or a common question on day 2 or 3, a customer's story and one link on day 5 to 7.

Do it

1. Write your welcome email from the example.
2. Press the button below. The brief turns its first part into a post.
3. Schedule the post so new people find your signup.

In this course

• 1An offer worth an email addressWhy "join our newsletter" gets few signups, what makes a free offer work, examples for studios, salons, shops and coaches, and how to test one before you make it. · 5 min
• 2Where to ask for the emailThe places on social and in real life where people say yes, and how to collect the address in an Instagram or Facebook DM with Postfjord. · 5 min
• 3A signup people trustWhat a signup form needs and what it can leave out, why people should confirm their address, and where the addresses you collect in Postfjord go next. · 5 min
• 4The welcome emailThe first email is the one most people open. What to put in it, a full example you can copy, and what to leave for later. · 6 min
• 5How often to send, and whatPick a rhythm you can keep, a simple shape for each email, what to do about unsubscribes, and the few numbers worth watching. · 5 min