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What To Put In Your Welcome Email

What To Put In Your Welcome Email

If you're just providing a discount code, you're missing the mark 🎯

August 29, 2022

Hola amigos,

Last week, I received 3 DMs and booked a consultation from a LinkedIn video I created, talking about a welcome email from LEGO.

This proves 2 things to me:

People are starving for content creators to share their expertise, in video form, on LinkedIn
LinkedIn works for getting business (and growing networks) so long as you’re helpful and provide value

But that’s all secondary to what I wanted to cover in this email.

A LOT OF PEOPLE ARE UNSURE OF WHAT TO PUT IN THEIR WELCOME EMAIL(S).

Today, I am going to take all the guesswork out of what kinds of content you need to have in your welcome email(s).

And here’s a hint: providing a discount code is NOT enough.

Adding value to welcome emails

Every email you send should be solving a problem, answering a question, or providing value. In a perfect world, you can do all three with one piece of content.

Here are some examples of the type of value-driven content that you can add to your welcome email:

Video from the founder (or other VIP)
A blog that answers a big FAQ
Testimonials
Company history
A PDF on a relevant topic

You don’t have to have all those pieces of content within one email. If your welcome series is 5 emails long, you can insert each of those pieces of content into each email.

Here’s an example…

I’m going to pretend to be the marketing lead for a business that produces mechanical keyboards.

Here is how I’d lay out a welcome series that has 5 emails:

Email 1

Thank them for subscribing
Welcome video of the lead engineer
- Thank them for signing up
- Provide a discount code in the video
- Show how each keyboard is made (craftsmanship)
Share discount code (if applicable)

Email 2

Everything you’ve ever wanted to know about mechanical keyboards
Direct them to a blog on your website
In that blog, have a Calendly link to book a 15 minute call with a sales rep (in case they have more questions)

Email 3

Social proof is the best proof
Feature 3-5 testimonials
- Ensure that at least one of them is a video
Link out to testimonial page

Email 4

Share the company history in a video from the founder
- Where are you located?
- When did you get started?
- How many people work for you?
- What separates you from competitors?

Email 5

Provide a well-designed and written PDF with important info
- “How to assemble your first mechanical keyboard”
- “The engineering behind mechanical keyboards”
- “Mechanical keyboards vs regular keyboards”
If you REALLY like this PDF, make it the first email in the sequence and use it as bait to get someone to subscribe
- i.e. “Subscribe to save 10% and receive your FREE ebook, ‘How to assemble your first mechanical keyboard!’”

Ta-da!

Feel free to use emails 1, 2, 4, or 5 as stand-alone single welcome emails, or as part of a series. It’s all up to you and the time you have.

I hope this was helpful.

Adios,AndrewLinkedIn | Twitter