Last week I signed up for Odonata Foundation’s newsletter and it made me feel great.
Here’s how this email maps perfectly to the 5 key elements of an ideal welcome series, and how you can replicate it in future campaigns.
1. Warm Welcome & Personalisation
What this email does: Starts with “Hi Jessica” and the headline We’re so glad you’re here — immediately sets a friendly, personal tone.
Why it works: Personalisation makes subscribers feel recognised, while warmth builds an emotional connection from day one.
How to replicate:
- Use merge tags for names.
- Craft a headline that expresses gratitude or excitement.
2. Clear Purpose & Mission
What this email does: States in plain language what Odonata stands for — creating safe spaces for wildlife, partnering with Traditional Owners, grounded in action and science.
Why it works: New subscribers quickly understand the “why” behind the organisation and can connect to the cause.
How to replicate:
- Include 1–2 short paragraphs explaining your mission.
- Keep language benefit-focused, not just problem-focused.
3. Set Expectations
What this email does: “What to expect from us” section shows exactly the types of updates and actions subscribers will receive.
Why it works: Reduces unsubscribes later because people know what’s coming and can look forward to it.
How to replicate:
- Use bullet points or images to preview your content mix.
- Mention frequency if you have a set schedule.
4. First Call to Action (CTA)
What this email does: Features a single, bold “Make a donation” button in the middle — primary action is clear.
Why it works: People are most engaged right after subscribing, so an early ask can convert high-intent supporters.
How to replicate:
- Limit to 1 main CTA in your first email.
- Use high-contrast buttons and action-oriented text (“Join us”, “Take action”, “Donate now”).
5. Additional Engagement Pathways
What this email does: Offers softer, secondary actions — explore website, visit merchandise store, follow on social media.
Why it works: Captures supporters who aren’t ready to donate but are happy to stay involved.
How to replicate:
- Provide 2–3 easy, low-commitment actions.
- Place them after your main CTA so they don’t compete.
It sounds easy, but sometimes we can’t find the time to do everything on our to-do list. If you need some help with crafting your welcome series or building a simple, repeatable year-round schedule and process for keeping your newsletter list healthy, please get in touch by reply email.
