An indoctrination template for an email marketing campaign

1. The Perfect Welcome Mail – Indoctrination Series
You never get a second chance to make a first impression.
Looking to capture the attention of your audience? The strength of an introductory
email is your best shot. Crafting the welcome email is an opportunity to introduce your
product, your company, and your voice. Your mission, should you choose to accept it:
Awaken the curiosity of your subscribers.
“Here is what I can do for you​”
The job of the welcome mail is to not only introduce yourself and your company to your
new subscriber, but to send them the message they most want to hear: “​Here is what ​I
can do for ​YOU​.”
Your email strategy is to give subscribers value from the very start. What do they have
to gain by reading this email? What do they have to look forward to in the next email?
Build a sense of community, authority and expectation.
● COMMUNITY.​Your subscriber has a need, let them know you recognize that
need, and are capable of fulfilling it.
● AUTHORITY. ​Be an expert in what you do. Assure your subscribers that the
emails to follow with information they need. Win subscribers’ trust with the
commitment that subsequent emails deserve attention, because what you have
to share is valuable.
● EXPECTATION.​Now that you have acknowledged their need, and your ability to
fulfill that need, the next step is to give them something to look forward to.
It’s about engagement
Encouraging engagement is the goal. This template is chock full of calls-to-action for
your new subscribers.

2. Message #1 – Send Immediately ​(TO NEW SUBSCRIBERS
ONLY)
Subj:​Welcome to ​[ENTER YOUR NAME HERE]​! Let’s get started!
Welcome, and thanks for signing up! I’m ​[ENTER YOUR NAME HERE], ​the ​[ENTER YOUR
TITLE HERE]​here at ​[ENTER COMPANY NAME OR WEBSITE URL HERE]​, and I wanted to
take a moment to share who we are, what we do here at [​ENTER COMPANY NAME],
and what we can do for you. The whole ​[ENTER COMPANY NAME HERE]​team is
committed to providing you the very best ​[INSERT TOPIC/DESIRED RESULT HERE].
What’s in it for you?
We'll be rolling out a series of informative emails providing you everything you need to
know about ​[INSERT TOPIC/KNOWN DESIRED END RESULT AND WHAT YOUR
COMPANY DOES TO PROVIDE IT]. ​Each email is going to consist of a quick topical
overview, and provide a link to connect you to an in-depth blog for further reading.
Keep a lookout for our emails to arrive ​[INSERT NUMBER OF TIMES A WEEK YOU POST
CONTENT]​​(​on [ENTER THE DAYS OF THE WEEK YOU’LL BE EMAILING THE CONTENT TO
YOUR SUBSCRIBER]​)​We'll also send special announcements and offers that benefit you
from time to time.
Steps to ensure we successfully connect with you in the future:
STEP 1:
Please take a second to whitelist ​[ENTER COMPANY NAME]​​and this [THE NECESSARY
EMAIL ADDRESS] email address, and add it to your contacts. ​This way you can rest
assured that you are receiving important information, and it isn’t get stuck in the junk
folder.
1. Follow the whitelisting instructions for your email provider at this page: ​[LINK TO
WHITELISTING INSTRUCTION PAGE ON YOUR SITE]
2. If you use a web-based email program like Gmail, be sure to "drag" any emails
from ​[ENTER COMPANY NAME OR WEBSITE URL HERE] ​or “​[ENTER YOUR NAME
HERE]​”​into your Priority Inbox.
**PROTIP:​It is a good idea to create a “​[ENTER COMPANY NAME OR WEBSITE
URL HERE]” ​folder where you can archive read emails from ​[YOUR NAME]​as well
as “​[ENTER YOUR NAME HERE]​”​. Just a few small steps fix your email filter and
declutter your inbox.

3. STEP 2:
Take a moment and please add us on Social Media, we look forward to having you as a
part of our online community. You can find us on the following platforms:
Facebook:​
[LINK TO COMPANY FACEBOOK PAGE]
Twitter:​
[LINK TO COMPANY TWITTER PROFILE]
LinkedIn:
[LINK TO COMPANY TWITTER PROFILE]
**PROTIP:​Interacting with your followers will increase the reach, engagement
and goodwill with new subscribers.
Remember to keep a lookout for your next email, delivered fresh to your inbox ​[INSERT
DAY AND DATE OF THE NEXT EMAIL BLAST]​!
Got questions?
Please feel free to reach out to me directly, I look forward to connecting with you.
Kindest Regards,
[ENTER YOUR NAME HERE]
[ENTER YOUR TITLE HERE]
[ENTER COMPANY WEBSITE HERE]
[LINK TO PERSONAL FACEBOOK PAGE]
[LINK TO PERSON TWITTER PROFILE]