2 June 2025 | Email marketing; Signup form; Automations
How do you make sure that newsletter subscribers who sign up on your website become more than just subscribers? It's all about creating a strong start to the relationship. Read on for practical tips on what to send – and when!
You’ll learn more about:
• Four essentials for turning subscribers into customers
• How to create a welcome flow that converts – including three types of emails to send
• How to get started
• What happens next? Three tips going forward
Of course you want every newsletter subscriber to eventually buy from you – maybe even become a loyal customer. You’re not alone. But before we dive into how to convert subscribers into buyers, let’s go over a few key things you need to have in place to succeed.
This one’s obvious – you can’t grow your subscriber base without a form to collect emails. It could be a simple signup form asking for just an email address, or a more detailed one that includes name, phone number, and content preferences.
What value will subscribers get from your emails? How often will they hear from you? What can they expect?
Before inviting anyone onto your list, make sure you can answer those questions. Setting clear expectations early benefits both you and your new subscriber.
Tip: Add a short description next to your signup form that explains what subscribers will receive.
The customer journey includes many touchpoints. A newsletter or SMS signup is one of them. It might happen early in the journey – for example, through a giveaway – or after someone has already made a purchase.
Regardless of when it happens, it's important to understand where a new subscriber might be in the journey. They may know a bit about you – or nothing at all. Either way, start with a soft introduction before diving into products or booking links.
With a few well-placed automations, you can ease new subscribers into your world instead of flooding them with “buy now” emails. A welcome flow lets you greet them, share more about your business, and even tell a story. Automations help you build long-term trust – not just drive sales.
When someone signs up for your newsletter, think of it like catching a fish – you've got their attention and interest, but they’re not a loyal customer yet. That means you need to do more than just drop them into your regular email list. You need to warm them up.
Did you know welcome emails have an average open rate of 91.4% (source: hive.co)? That means your new subscriber is most engaged right after signing up – so make the most of it with a well-crafted welcome email.
The welcome email sets the tone for your entire relationship. This is your chance to say thank you and show that you see them and care.
Your welcome email could include:
Thank you: “Thanks for joining us!”
Welcome: “Welcome to our newsletter!”
What to expect and why they should stay: “With our newsletters, you’ll get early access to ticket releases, concert tips, artist interviews, and exclusive offers – just because we like you.”
About your business: “We’re an entertainment park offering thrilling rides, summer concerts, and delicious food. We’ve been around since 1972 and pour our hearts into what we do…”
When should you send your welcome email?
Immediately after signup – use an automation to make it seamless.
(If you don’t send a welcome email, the subscriber may wonder whether the signup even worked – not a great start to your relationship.)
In your second email, you can expand the story. Use this opportunity to build trust by sharing more about your brand, your people, and your values. Maybe even a few fun facts?
Your second email could include:
The story behind your first show or event: “Our very first event took place in a small park in the summer of 2009. We had 42 guests, a broken sound system, and the best atmosphere imaginable.”
A personal hello from the team backstage: “We’re Sofia, Kalle, and Amir – the team planning your future experiences. And we love that feeling right before the curtain goes up.”
A fun fact: “Did you know we always test our confetti cannons three times before the show starts? Safety first – sparkle second!”
A guest memory: “I surprised my mom with tickets – we cried, laughed, and had the best night ever. – Lina, 31”
Your “why”, shared with heart: “We believe magic happens when people come together. That’s why we do what we do.”
Where to find you: “Want more inspiration? You’ll find us on Instagram, TikTok, and by email.”
When should you send your second email?
That depends on how often you send emails in general, but 1–3 weeks after the welcome email is a good range. Again, automation is your best friend.
After the welcome email and the story-based follow-up, your subscriber is “warmed up”. They may not be ready to browse your entire catalog, but you can absolutely begin nudging them closer to a purchase.
Your offer email could include:
A discount on their first experience: “Welcome to the crew – here’s 10% off your first booking!”
A bring-a-friend offer: “Get 2 tickets for the price of 1 – because great experiences are meant to be shared.”
A free add-on or upgrade: “Book within 3 days and get a free drink ticket, seat upgrade, or VIP access.”
A “try us first” offer: “Curious but not sure yet? Here’s a trial ticket at a special price – just for new subscribers.”
When should you send your third email?
2–4 weeks after the second email is a good rule of thumb. Make sure this one only goes to subscribers who signed up via your form and haven’t made a purchase yet. Again – automation is key.
1. Create an automated welcome flow. Use the email examples above as inspiration.
2. Start simple. Greet the subscriber, introduce your business, and offer something of value.
3. Tailor your flow to the type of signup. Did the person join through a giveaway? A discount pop-up? Or quietly at the bottom of your homepage?
4. Set clear expectations. And above all – think relationship, not discount.
Need help getting started?
Reach out to us at success@markethype.io.
Once the welcome flow is complete, your subscribers enter your regular newsletter rhythm and other ongoing email marketing. But the journey doesn’t end there – this is when the real relationship-building begins.
Here are three things to keep an eye on:
Monitor open rates and click rates over time. These trends will help you understand what grabs attention – and what falls flat. Try A/B testing subject lines, send times, or content types.
If someone hasn’t opened a single email in 15–20 sends, it’s time to act. Send a “do you still want to hear from us?” email. It’s better to have a smaller, engaged list than a large, silent one.
Not every subscriber wants the same thing. Start segmenting your list based on interests, engagement level, or purchase history. The more relevant your content, the better your results – and the stronger your connection.