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Mastering Mailchimp: Welcome Email Tips

By: Annie Pasquinelli
Updated: January 31, 2024
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Whether you’re using Mailchimp for the first time or you’re already a chimp champion, a Mailchimp welcome email can be a powerful way to build your business. Hook your new email subscribers with a stunning, sophisticated message that will introduce them to your brand and offerings upon sign-up. This step-by-step guide will give you the most out of the primate’s platform. Now, enough of the monkey business—let’s jump right in!

What’s a Mailchimp Welcome Email?

When you’re growing a business, gaining new email subscribers is paramount to the success of your email marketing. But once a prospect gives you their address, what happens next? That’s where the Mailchimp welcome email comes in.

A Mailchimp welcome email achieves a number of your business objectives:

  • First, it verifies to the signee that their email address was properly received.
  • Next, it re-introduces them to your company—your branding, your offerings, and the reason you piqued their interest in the first place.
  • Finally, it establishes communication between you and your prospect. They’ll have a better understanding of what to expect from you, and you can leverage that channel for email marketing.

As you can see, a welcome email is a critical point in the sales funnel of any business that does email marketing—which is basically every business. Think of it like swapping business cards, only more direct.

Now that we’ve got a grip on the basics, let’s start filling in some details.

Supporting Structure for Your Mailchimp Welcome Email

Before you start picking out fonts and color palettes, it’s important to create some supporting structure that will enable you to get the most out of your Mailchimp welcome email. Here are a few of the first things you should consider.

Understand Your Audience

Who is your ideal customer? What are they looking to get out of your business? What are their preferences and expectations for email marketing? These are the kinds of questions you should be able to answer definitively in order to create a Mailchimp welcome email that resonates with the majority of your audience. If you’re getting a lot of business from Gen Z folks (or boomers), use this insight for the way you design your message. Study your current audience and research what kind of email marketing strategies work best for them.

Make Your Sign-Up Form Super Clickable

Where are your new email sign-ups coming from? How are they signing up for your email list? You’ll want to make the sign-up process as easy—and attractive—as possible. Make sure your sign-up form is clearly visible on your website (without being too annoying to readers). If you run a physical storefront, find a way to get your sign-up information into the hands of visitors and patrons.

Most importantly, make sure the trade-off is as enticing as you can make it. After all, you usually won’t give your email address away for nothing—so create a juicy incentive. These incentives, which we call SuperCollectors™, don’t have to cost you much. A simple 10% off coupon can work wonders, as can a digital pamphlet with some free advice. Even entering a drawing to win a moderately valuable annual prize can be incentive enough.

Connect the Dots with Your Sales Funnel

A Mailchimp welcome email, while a powerful tool in itself, can’t do anything unless it’s connected to the rest of your sales funnel. Map out your prospect’s journey and include the welcome email as a point of connection. Then, make sure your whole team is on board with the flow so your prospective customers will actually get the welcome email once you launch it.

How to Create Your Mailchimp Welcome Email

Mailchimp is one of the most widely used email marketing platforms out there—and there’s no need to wonder why. The process for designing a Mailchimp welcome email is simple, intuitive, and powerfully customizable.

Here are a few simple steps to begin creating a standalone automated welcome message.

  1. On your Mailchimp account dashboard, click the Automations icon.
  2. Click Check out Classic Automations.
  3. Click Welcome new subscribers.
  4. Name your campaign (something like “Welcome message” would work fine). Then, use the drop-down menu to choose your audience.
  5. Click Begin.

Next, you’ll fill out the programming details for your message. This includes setting any delivery delays you may want, as well as what the recipient will see in the “From” section of your email. Just use the menus to fill in the blanks!

When you’re ready to create the interior of your Mailchimp welcome email, use the Edit Design button in the Content section. (We’ll talk about best practices for your email content in the next section.) After your message is fully designed, use the Continue button to return to the checklist. Then, click Start Sending, followed by Start Now, to launch your welcome email. And you’re done! Now, everyone who signs up from here on out will receive your message.

Mailchimp Welcome Email Design: Best Practices

It’s easy enough to get things started, so you may now be wondering how hard it will be to actually create your very own Mailchimp welcome email. The great news is that it’s still wonderfully simple and beautifully customizable. But to give you a head start, here are a few welcome email design best practices.

Start with a Subject Line

The subject line will be the first thing your potential new customers see… so it’s obviously an important part of crafting a winning welcome message. However, don’t get too crazy with it. Your signees should already be expecting your message, so chances are higher that they’ll open the email as long as the subject line is clear enough. Don’t be afraid to be simple! And make sure to indicate that you intend to follow through on any incentive offers you’ve already promised.

The key thing to remember is to avoid “clickbait,” spammy phrases, and complex emoji combinations. These can alienate just about any audience and make your company look untrustworthy—before they even open your message.

Try a Template

Even if you’re a wiz at Canva, that doesn’t mean you have to reinvent the wheel to create a winning Mailchimp welcome email. Mailchimp provides plenty of dazzling, professional templates to start from. Simply try a few designs out and add your company’s style and personality. Then you’ll be well on your way to a great welcome message.

Use Personalization

A message that speaks directly to the recipient stands out in a crowded inbox. Mailchimp provides plenty of ways to add a personal touch to your emails. For example, use merge tags to automatically fill in your prospect’s name wherever you use it. That way, the message sounds like it’s coming straight from you to them.

Craft Compelling Content

You’ll want to support that stunning send with some substance. A Mailchimp welcome email should be relatively short but also address a few key points:

  • Say hello to your new potential customer.
  • Remind them what your business does and who you are.
  • Follow through on any sign-up incentives.

Additionally, you’ll want to explain how often you’ll be sending them marketing emails in the future and what they can expect. This is what they signed up for, so make it sound enticing! Will you be sending coupons and discounts? Are you sharing company updates and industry news? Can they look forward to a birthday freebie? Keep it short—but make it sweet.

Make sure to provide an unsubscribe button. It’s required by law! Of course, Mailchimp will usually add this automatically. Just double check that it’s there in the footer.

Create a Strong Call-to-Action

Even if you’re not giving new signees a 10% off coupon, you’ll want to make sure your Mailchimp welcome email includes some sort of actionable element for the reader. After all, this is the whole foundation of email marketing—to share your sales pitch with these hot new leads. Direct readers back to your website. Ask for a follow on social media. Show them how to book a consultation, get a quote, or commit to a sale. Create the opportunity to convert casual readers into customers.

Test Your Mailchimp Welcome Email Before You Launch

We admit it, we’re not perfect—and neither is your first Mailchimp welcome email draft. To make sure your company looks as professional as possible, you’ll want to test your email before you start sending it. In the message checklist page, you’ll see a Send a Test Email button above the email preview window. Or, if you’re in the content design page, click on the Preview drop-down menu and select Send a test email. Have a few beta testers on hand to take a look at your work on their end. Whether that’s your proofreader, your favorite salesperson, or your mom—as long as you’re getting more than one set of eyes on your message, the chances are better that you won’t send out a typo.

In fact, even after you start sending your Mailchimp welcome email, you should still be regularly testing it. Use the Mailchimp metrics pages to study how well your message is performing. Ask people you trust to critique your welcome message as your company grows. Analyze your audience’s demographics and changing trends to see if there’s any way you can improve your pitch. An attitude of continual self-improvement is a surefire way to ensure your business’s long-term success.

Do I Need More than One Mailchimp Welcome Email?

While a basic one-off welcome message is a great place to start, Mailchimp also offers opportunities to handle more than just a single introduction. Here are a few ways you can leverage Mailchimp automation to expand your reach—without doing much extra work:

  • Create a welcome series. Sometimes, the first email is just the tip of the iceberg. Instead of trying to explain everything about your business in three lines, consider strategizing several messages to launch at key intervals to educate your audience over time.
  • Automate your sales funnel. By merging Mailchimp with your business model, you can create automatic emails to take advantage of key sales opportunities. This includes abandoned cart messages, service reminders, and birthday or anniversary gifts.
  • Segment your sign-ups. Do you have multiple sources for your email list sign-ups? You might benefit from creating slightly different versions of your welcome email to send to different groups of people. Try one for social media hits, another for website window-shoppers, and another for in-person meet-cutes.

Once you open the door to email automation, you’ll see just how powerful Mailchimp can be—for your welcome email and beyond.

Your Mailchimp Welcome Email Is Ready to Send

In conclusion, no matter how big or small your business is, crafting a Mailchimp welcome email has the power to significantly elevate your business. Capture the attention of your new subscribers with a captivating and polished message that effectively introduces them to your brand and what you have to offer. By following this step-by-step guide, you’re poised to make the most out of Mailchimp’s user-friendly features.

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