Top 10 Key Elements for Indoctrination Campaign: How to Welcome New Email Subscribers

This Execution Plan is intended as a checklist for anyone writing or refreshing their initial communication with brand-new subscribers to their email list. You’ll learn all about the 10 key elements to include in your indoctrination campaign.

Top 10 Key Elements for Indoctrination Campaign: How to Welcome New Email Subscribers
Top 10 Key Elements for Indoctrination Campaign: How to Welcome New Email Subscribers

What You’ll Learn:

  • Design an indoctrination email to welcome and foster relationships with your new email subscribers by assessing the 10 key elements of an indoctrination email campaign

Table of contents

Start Here
Overview
The 10 Elements
1. Welcome and Thank You
2. Set Expectations
3. Encourage Whitelisting
4. Restate the Benefits
5. Introduce the Brand/Team Show
6. Show Your “Best Of”
7. Bounce Them Around
8. Prescribe Next Steps
9. Open A Loop
10. Start a Conversation
Take Action
Write Your Campaign

Start Here

Overview

This article is intended as a checklist for anyone writing or refreshing their initial communication with brand-new subscribers to their email list. It is not intended to be a course on copywriting but will provide the key elements that should be included in your indoctrination of new subscribers.

Indoctrination series triggers immediately following an initial subscription to your email list with the primary role of bonding the brand to the new subscriber.

This plan will walk you through the 10 key elements to include in your indoctrination campaign.

The 10 key elements are:

  1. Welcome and Thank you
  2. Set Expectations
  3. Encourage Whitelisting
  4. Restate the Benefits
  5. Introduce the Brand/Team
  6. Show Your “Best Of”
  7. Bounce Them Around
  8. Prescribe Next Steps
  9. Open a Loop
  10. Start a Conversation

In the following steps, you will see different examples of how to incorporate each of the different elements in a way that is consistent with your brand and voice.

The 10 Elements

1. Welcome and Thank You

The first email you send should welcome your new subscriber to your brand/team. Email is a relationship like any other—and we are talking to humans. When we meet people we say, “Nice to meet you.” All business is H2H (human to human).

All communication should be taken with this approach. You can make this as elaborate or simple as you want. A simple welcome or thank you at the beginning or top of the email will check this box.

Example of Welcome and Thank You

This is pretty straightforward and easy to implement. It can be a simple short sentence or a headline saying thank you. Don’t overthink this first step.

This is pretty straightforward and easy to implement. It can be a simple short sentence or a headline saying thank you. Don't overthink this first step.
This is pretty straightforward and easy to implement. It can be a simple short sentence or a headline saying thank you. Don’t overthink this first step.

2. Set Expectations

This is where you should set the expectations for your subscriber on when you intend to communicate with them.

Will you be emailing them daily, weekly, monthly? As long as they know it is coming they won’t be frustrated when it happens.

Example of Set Expectations

In the example below, they are direct and to the point about when they will be emailing you: “Here’s what to expect from our emails.”

You don’t have to be so direct about it, but you do want to make sure you explain somewhere in the body of your email how often they can expect to hear from you.

You don't have to be so direct about it, but you do want to make sure you explain somewhere in the body of your email how often they can expect to hear from you.
You don’t have to be so direct about it, but you do want to make sure you explain somewhere in the body of your email how often they can expect to hear from you.

3. Encourage Whitelisting

Instructing your new subscribers to whitelist your email is not as critical as is used to be. While it’s not as necessary, it still is a good idea to have in your series.

Example of Encourage Whitelisting

In the example below, he simply asks them to add his address to their contacts or email address book. This could be taken a step further and link out to specific steps to make sure they get the correct steps completed.

In the example below, he simply asks them to add his address to their contacts or email address book. This could be taken a step further and link out to specific steps to make sure they get the correct steps completed.
In the example below, he simply asks them to add his address to their contacts or email address book. This could be taken a step further and link out to specific steps to make sure they get the correct steps completed.

4. Restate the Benefits

You want to make sure the subscriber is reminded of why they just signed up for your email list. This is your chance to anchor and affirm their decision to join your list.

Take this time to focus on how your subscriber will benefit from being on your list.

Will you make learning to code easier? Are you going to send them the latest news and advice from experts in the field? This is the prime time to let them know EXACTLY what it is that you or your company will help them do, be, or have now that they are part of your “inner circle.”

Example of Restate the Benefits

Notice that the example below is short and to the point. They exist to make sure you know how to make an awesome code free website. You are reminded of exactly why you subscribed or joined their list.

As with all of these steps, the key is use your own voice and tone. You can deliver the message in any way that makes sense for your company. Make it as short or as long as it needs to be to detail the benefit you will deliver.

As with all of these steps, the key is use your own voice and tone. You can deliver the message in any way that makes sense for your company. Make it as short or as long as it needs to be to detail the benefit you will deliver.
As with all of these steps, the key is to use your own voice and tone. You can deliver the message in any way that makes sense for your company. Make it as short or as long as it needs to be to detail the benefit you will deliver.

5. Introduce the Brand/Team Show

This can done in a number of ways. It is an extension of the welcome element and could be combined.

Some ways to do this would be to:

  • Describe a narrative of your business
  • Show them your team in a linked video
  • Introduce specific team members

This is your chance to let them behind the scenes or give them the proverbial tour around the party. This could also be as simple as adding an About Us section giving a brief description of what your company stands for and why you do what you do.

Example of Introducing the Brand or Team

In the example below, the Hustle takes a more tongue in cheek approach describing some of their team through the actions they engage in every time someone subscribes.

This obviously isn’t happening EVERY time but after reading it you have a good sense of who these people are and who their brand is.

This obviously isn't happening EVERY time but after reading it you have a good sense of who these people are and who their brand is.
This obviously isn’t happening EVERY time but after reading it you have a good sense of who these people are and who their brand is.

6. Show Your “Best Of”

This is your chance to put your best foot forward and give the subscriber your best content up front.

This area can include:

  • Podcast episodes
  • Pillar blog posts
  • Youtube Videos/Channel
  • Any content/Channel you feel is your best content

Example of Show Your “Best Of”
In the example below, they simply list all of the best content they have in a bulleted list including blog articles and 2 special reports that they’ve written.

* Remember, not all of these elements need to be included to have a successful campaign. If these assets don’t exist yet, simply leave this part out until you have them.

In the example below, they simply list all of the best content they have in a bulleted list including blog articles and 2 special reports that they've written.
In the example below, they simply list all of the best content they have in a bulleted list including blog articles and 2 special reports that they’ve written.

7. Bounce Them Around

Bouncing your prospect around and telling them where else to go establishes your authority further.

Invite your prospect to join you on other social platforms. This could be be Twitter, Facebook, Instagram, or any other social media platform you are actively using.

Example of Bouncing Them Around

In the example below from Mack Weldon, you can see that it is just as simple as saying “Keep In touch” on our other platforms.”

The goal is to get them subscribed to your other platforms and deepen the relationship with your community and build your authority further.

The goal is to get them subscribed to your other platforms and deepen the relationship with your community and build your authority further.
The goal is to get them subscribed to your other platforms and deepen the relationship with your community and build your authority further.

8. Prescribe Next Steps

Now that you have your subscribers attention what else do you want them to do?

You don’t want to make an offer in the indoctrination series. That’s not the purpose of a welcome email. The purpose is to build a bond and start building trust. You wouldn’t ask someone you just met to buy from you, would you? Then why would you do it in an email? But you do want to let the reader know what you want them to do next.

You can tell them to read your book, use your coupon code, check out a specific video or tutorial, or just reply to your email.

The key here is to keep the momentum going and tell them how they can continue the relationship with you or your brand.

Example of Prescribing Next Steps

In the example below, they are instructed to use the code to get a discount on their next order.

The code “INTHECLUB” gives them an insider feeling and also re-enforces the decision that they just made by giving them a 10% off reward.

The code
The code “INTHECLUB” gives them an insider feeling and also reinforces the decision that they just made by giving them a 10% off reward.

9. Open A Loop

Opening a loop is a powerful technique for grabbing attention quickly.

Zeigarnik effect states that: People remember uncompleted or interrupted tasks better than completed tasks. They are ever present until completed.

Posing a question or idea that you answer in a later email is a great technique to build interest and get your subscribers looking forward to your next email. They will have a phycological need to have that question answered.

This powerful psychological strategy is used heavily on television (particularly soap operas) and other media. You’ve experienced this when an episode or season finale ends on a cliffhanger leaving you with unanswered questions.

The easiest way to use this technique is to pose a question or leave the reader with a cliff hanger as mentioned. You want to leave them asking “what’s next?” or excited to see what else is coming. This does not need to be a bat over the head approach. It can be subtle like in the example below letting the subscriber know you’ll be sending other awesome stuff really soon.

Example of Open A Loop

In the example below, a one line sentence is used to open a loop letting them know that more awesome stuff is on the way.

The sentence after also takes it a step further by masterfully asking if you want to see the head of operations do a pushup.

After reading the email you’d certainly be at least a little curious to see this video.

After reading the email you'd certainly be at least a little curious to see this video.
After reading the email you’d certainly be at least a little curious to see this video.

10. Start a Conversation

You want to provide enough value in the series to invite a conversation with your subscribers and have them write back and respond. An email by itself is not a conversation.

The goal here is to not only engage the subscriber but to let hem know that there is actually a real person on the other side of that email. It gives the company a face and builds that connection letting them know that you really do care about them.

Example of Start a Conversation

In this example, Kevin is specifically asks the subscriber to reply to the email and tell them what they are working on.

It’s done authentically and even takes the pressure off of them stating by “even if it’s small or outside my area don’t hesitate.” You get a sense that he really wants to hear from you and cares about your success.

Authenticity is key with all of this. If you are not going to reply and actually start a conversation then don’t do this.

Authenticity is key with all of this. If you are not going to reply and actually start a conversation then don't do this.
Authenticity is key with all of this. If you are not going to reply and actually start a conversation then don’t do this.

Take Action

Write Your Campaign

Now, it’s your turn. How does each of the elements work it’s way into your series?

* Don’t try to include all 10 elements in one email. 4-6 is a solid effort. You can choose a theme with the elements that makes sense to go together.

Take some time to think through and write your first indoctrination series now.

Published by Jeannette Scott

, a wellness coach specializing in stress management and quality of life. She’s covered topics from nutrition to psychology, from sexuality to autoimmune diseases and cancer.