How to write a single welcome email
- Laura Davis
- Feb 16
- 2 min read
We have previously covered how to write a welcome series of emails aiming at building engagement with new subscribers who are at their peak level of interest in your organisation at the point they sign up to your mailing list. But what if your newsletter platform only allows a single welcome email?
This is most common when you are using the free or low cost versions of platforms that do not include automations as part of the package, but at the time of writing it is also true of Substack. If you are a larger organisation, it is worth considering upgrading to a plan that includes automations because there is so much you can do with them to grow your mailing list beyond a welcome series.
If this isn't within your current means, don't despair - you just have to craft your single email in a way that includes all the key messages a series would without overwhelming your reader.
What is the aim of a welcome email?
It's an automated email sent to new subscribers immediately after they join your mailing list. It is an essential tool for introducing your mission/work and building trust during the period when a new supporter is most engaged.
5 points to include
If you are limited to a single welcome email, you must balance immediate value with essential information. Here is a five-point outline for a high-impact, standalone welcome message:
Thank you: Start by thanking the subscriber and clearly providing any incentive promised at sign-up (if you have done this - you don't have to), such as a discount code, a digital resource or a membership guide.
Your core mission: Include a concise two-sentence explanation of what your organisation does and why it exists to establish a sense of purpose right away.
Set expectation: Explicitly state what the subscriber will receive in future emails and how often they will hear from you, which helps build long-term trust and reduces unsubscribes.
One primary call to action: Provide a single, prominent link to your most important web page - such as your "What's On" calendar, a volunteer sign-up form or a "Latest News" section - to guide them toward their first interaction.
Contact details: End with essential logistics such as your location, opening hours, or a direct contact email if relevant, ensuring the subscriber knows how to reach you or visit you in person.
Extra tip
Ask a question: By inviting your subscribers to hit reply right away it will indication to their email provider that your newsletter is something they want to receive. This makes it less likely to be filtered into their spam folder in the future.
We have put together a template and some examples of welcome emails aimed at non-profits and arts organisations. Click below to download:
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