In the marketing economy, new subscribers are worth their weight in gold. So why does your welcome series feel like recycled plastic?

Let's stop thinking about welcome emails as transactional. Do phrases like "thanks for subscribing" and "stay tuned for your next issue" provide much value?

No, not really.

What if your first email provided subscribers with a useful insight they could apply to their work right away?

The first emails you send will train subscribers to look forward to–and read!–your emails. Misfire, however, and readers will skip them or unsubscribe.

Maybe welcome series got a bad name. They've been twisted over the years into "email nurtures" that don't foster strong relationships.

It's time to rewrite (and even psychoanalyze) your welcome series to serve subscribers with a generous helping of value.

It's time to make those first few emails work harder at forging a lasting relationship.

It's time to make your welcome sequence… more welcoming.