5 examples of welcome email signup offers
You have your email list ready to go and now it's time to add subscribers. You make your opt-in form live, but...
What went wrong?
It's possible your messaging is broken. Messaging is a big deal in marketing - it's what makes a website visitor think, "Yes, I want this company in my inbox." If your signup offer didn't get that response, then you're going to see a flat line that you were hoping would point to the top right. 📈
To improve your messaging, you want to tie a direct added value to your email opt-in. This value is what makes the website visitor enter their name and email address and look forward to seeing your first email in their inbox.
What do we mean by "added value"? Here are some examples:
- A helpful resource related to your content or offer
- A discount code for your first purchase
- A chance to win free products
- An exclusive look at paywall content
- A free test
This value causes a website visitor to pay attention to your messaging. If they get to your e-commerce website and get excited, check out your coffee products, and get a pop-up email sign-up offer where they have a chance to win a year of free coffee - they will most likely sign up for this value (aka, subscribe to the newsletter).
Let's take a look at how 5 different companies strategized their email signup offering with the perfect messaging for their customer avatar.
First and foremost is Digital Marketer. Their customer avatars are business owners, agency owners, and marketers who live in this growth mindset - they want to learn from the best marketers in the world, so DM hosts workshops and trainings with these people for members. Since the customer avatar wants to know more about marketing, DM knows that the email signup offer needs to give them some value around marketing knowledge.
Depending on the article, we use a lead magnet that has a *hook* in perfect alignment with the article itself. This creates a cohesive message for the reader. For example, in the article "Everything You Ever Needed to Know About Email Marketing" you'll see an email signup offer for the lead magnet "The Ultimate Email Subject Line Swipe File". To receive the lead magnet, readers must sign up to become Insiders (subscribers to the free newsletter).
The message fits right in with the article they're reading - DM is giving away 600 of their best performing email subject lines in a 3,000+ word article on email marketing. Our other articles use a variety of lead magnets that align with the topic of the article.
Nutiva is a big player in coconut oil (and other similar products). They know that coconut oil can solve just about anything, and they want to help their customers get their hands on it. Any message that resonates with their customers' desire for coconut oil will work really well for Nutiva's website, because they know that website visitors are only there for one thing - quality coconut oil. How can they get a customer to buy right now? Here's a hint: $$$
Their welcome email signup offer is a discount of 10% off the customer's next order.
Feliz is a company that sells organic instant coffee directly to consumers. Although they could have gone the same route as Nutiva and offered new email subscribers a discount on their next order, they opted for the sharper option.
Maybe it was the caffeine, but they opted for a "sign up to win coffee for a year" offer to website visitors.
We'll give them the green light to always let their caffeine do the talking, because this is a great sign-up offer for their customer avatar. An avid coffee drinker will put their cup down so they can enter their email address in the form for a chance to win free coffee for a year. No questions asked. ☕️
This message in Felix's quote works perfectly for their customer avatars of coffee drinkers.
#4: Ben Greenfield
You know what people really love? Trying out a product before they buy it. If you have a digital product, you can use your email signup offer to show people your product while you add them to your email list.
This is Marketing 405 because not only will you get more email signups (although this is super exciting), but you'll also get people to buy your product. Instead of needing a welcome email series or throwing subscribers into a funnel, you already know exactly what they want. That's exactly what Ben Greenfield has done with his biohacking hit Boundless.
He offers a sneak peek of his book with no obligation to buy - which works as well for books as it does for jeans. Boundless costs about $50, so his customer avatar is pretty excited about the opportunity to take a peek before buying. Ben is pretty excited because he knows his book is great and that it will do the talking for him once people start reading...they won't want to stop. His email sign-up offer has the perfect message, "Take a look before you commit to a $50 purchase."
We've covered digital and physical products, but what about email signup offers for memberships? Let's say less - we're already on that. If you have a membership business and are trying to motivate those email signups, you have a few options. The most popular is a free trial membership.
You'll see many (x1,000) companies doing this because it's hard to showcase the value of your product without people being able to look around and use it themselves. Trends realized this - they could talk all they wanted about their great content, but unless people could read how in-depth their content really was, their customer avatar had no assurance that it was what they were looking for.
To help them "get in the door," Trends is offering a two-week, $1 free trial that gives a busy entrepreneur the time to look around and realize they don't want to leave. Their message is right on brand: If you love it, stay, but if you hate it, you can leave, and we won't question you or charge you more than that $1.
Your email list shouldn't be stagnant - it should be the summer party that all your customer avatars want to be invited to. If you're having trouble growing your list, take a close look at your email sign-up offer.
Do the messages align with why your customer avatar is interested in your business?
- Will this provide them with a free resource that they can put into action as soon as possible?
- Do they get a discount code for a product they have shown a clear interest in?
- Does it give them a chance to win something they can only dream of?
- Does it give them an exclusive look at a product they don't normally get to see until after they buy it?
- Does it give them the opportunity to try it out before buying an expensive product?
That's the email sign-up offer that's luring subscribers as fast as a summer party with free chicken nuggets.