To avoid making it a austere subscription confirmation, the welcome message deserves to be thought of as a loyalty lever. Because it's the first link between a media outlet and its community, you might as well make a good impression. Here are some ideas and best practices.
Human presentations
Journalists know what type of audience they're addressing. The reverse is often less true. While media content and editorial stance are what first spark readers' interest, information always has more impact when you know where it comes from. Hence the value of introducing your journalists. Axios doesn't hesitate to have theirs speak in the first person in its welcome emails by describing their backgrounds and areas of interest. The result? The newsletter gains in legitimacy and transparency.
A reason for being
To know exactly what we’re getting into, there’s nothing better than a refresher on its vision. At Tapage, the young and socially conscious media outlet from My Little Paris, they break it down into several parts. First, with a summary of the manifesto: “Our goal in life? To give you a little more self-confidence—and to inspire you to take down the patriarchy.” Next, a reminder of what readers will find on the outlet’s social media channels. Finally, a first gift that’s always in line with the outlet’s vision: a Self Care Club guide. Effective, comprehensive—spot on.
A welcome series
You know our passion for beginnings. As incorrigible romantics, we often prefer to multiply touchpoints before sealing the deal. At This is Tucson, the local media outlet whose ambition is to create connection among residents of this Arizona city, they think the same way. Subscribing to their newsletter opens a welcome series in the form of a seven-email guide. The city's economy, its quirky weather, its artist community, advice for (wisely) choosing your neighborhood… A welcome all the more relevant for a media outlet whose model relies on membership.
To go further
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