When it comes to welcoming new members to your member association, a well-crafted introduction email series can make all the difference.
According to an Experian study, welcome emails have an average open rate of 58.7%, compared to a 14.8% open rate for other types of emails. This means that your welcome email series is one of the best ways to reach and engage your new members, building a strong relationship from the get-go.
In this article, I’ll share some tips for crafting a welcome series that wows, from a strong subject line to providing value inside that resonates. Whether you’re welcoming new donors, volunteers, or members to your community, my goal is to help you make a memorable first impression and set the foundation for a long-lasting relationship.
What to Include in Welcome Email Series
When creating a welcome email series for a member association, set the tone of your relationship with a warm and engaging introduction. Here are some additional elements you can include to make your welcome email series comprehensive and informative:
- Introduction and Welcome: Start by expressing your enthusiasm for the new member joining the association. Provide a brief overview of the association’s purpose, values, and goals. Use a friendly tone to make the new member feel valued and excited about being part of the community.
- Mission and Vision: Reiterate the association’s mission and vision statement in a concise and compelling manner. Explain how the organization is working towards achieving its goals and how members contribute to that mission. This will help members align themselves with the association’s purpose and feel a sense of belonging.
- Membership Benefits: Highlight the benefits that come with being a member of the association. Explain how membership can enhance their personal and professional growth, such as access to networking opportunities, industry insights, discounts, educational programs, and career development support. Outline special resources like a members-only portal or forum and highlight their value.
- Ways to Get Involved: Inform new members about the various ways they can actively participate and contribute to the association. This could include volunteering opportunities, committee involvement, mentorship programs, speaking engagements, writing for the association’s blog or newsletter, or organizing events. Be sure to especially call out networking opportunities and mention where they can find upcoming events.
- Communication Channels: Inform new members about the association’s primary communication channels, such as newsletters, social media platforms, forums, or discussion groups. Explain which they automatically receive – keep an eye out for our monthly newsletter! – and which they need to join on their own to engage in ongoing conversations within the community.
- Testimonials: Another nice way to reinforce they made a great decision in joining. Consider including a brief testimonial in each email to showcase existing member positive experiences.
- Call to Action (CTA): For each email of the series, wrap it up with a clear and prominent call to action. This could be a link to complete their member profile, sign up for an upcoming event, or participate in a survey or feedback process. Make it easy for new members to engage and get involved right from the start.
Crafting a Compelling Subject Line
The first thing your new members will see when they receive your welcome email, it’s important to make sure your subject line is compelling.
- Keep it sweet and to the point. A study by Marketo reports that subject lines with 41-50 characters have the highest open rate.
- Personalizing your subject line can increase your open rates by up to 50%, according to a study by Experian. Include your new member’s name or location in the subject line to make it more personal.
- Subject line examples:
- “Welcome to [Association Name]: Let’s Unlock Your Professional Potential”
- “[Their Name], Thank you for joining the [Association Name] Community: Discover Exclusive Benefits Inside”
- “Congratulations [Their Name] on Becoming a Member of [Association Name]! Let’s Get Started.”
A welcome email series can also help increase retention rates for your organization. According to Invesp, welcome emails can result in a 33% increase in long-term engagement with your brand.
Keeping Them Focused
When it comes to welcome emails, less is often more. Keep your welcome email series brief and focused on the most important information. Here are some tips for keeping your welcome email series focused:
- Stick to the point and don’t include unnecessary information that will distract your new members from the most important content.
- Use bullet points to break up your content and make it easier to read.
- Use images to break up your content and make it more visually appealing.
- Use action-oriented language to encourage your new members to take action. For example, instead of saying “Click Here,” use “Sign Up Now.”
Timing and Frequency of Welcome Emails
Remember to space out the emails in your welcome series to avoid overwhelming new members. Aim for a series of three to five emails, each focusing on different aspects of the association and gradually introducing more opportunities for engagement.
Schedule the first email in your series immediately after your new member signs up. This shows that you are proactive and eager to start building a relationship.
A well-crafted welcome email series is wonderful for setting the foundation for a long-lasting member relationship. With these tips, you can create a welcome email series that sets you apart and keeps your new members coming back for more.