How to Write a Welcome Email That Turns New Readers into Loyal Fans

Make your first impression count. Here’s how to write a powerful Substack welcome email that builds trust, loyalty, and long-term engagement.

Hey, Reginaldo Osnildo here—sharing one of the most overlooked opportunities for newsletter creators:

Your welcome email.

That very first message your subscribers get after they sign up?
It sets the tone. Builds the relationship. Determines whether they stick around… or quietly disappear.

And yet, most creators either:

  • Don’t send one at all

  • Use the boring default message

  • Miss the chance to connect, inspire, and guide

Let’s fix that.

Here’s how to write a Substack welcome email that does more than say “hello”—it builds loyalty, trust, and momentum from Day One.

1. Make It Personal and Human

Your reader just took a chance on you. Reward that with warmth.

Start with:

“Hey [Name]—welcome to the community! I’m really glad you’re here.”

Let them know:

  • Who you are

  • Why you started this newsletter

  • What they can expect (and when)

Tone matters. Write like you’re talking to a friend at a local café.

2. Reinforce Your Mission and What Makes You Unique

This is your chance to remind them:

  • What your newsletter covers

  • What makes it special

  • Why your work matters

Example:

“Every week, I dig into what’s happening around [City Name]—from school updates and small business stories to what’s going on at city hall. My goal? Keep you informed, connected, and empowered in your own backyard.”

People subscribe for information—but they stay for purpose.

3. Highlight Your Best Past Content

New readers won’t scroll back through 20 past issues—so help them out!

Include 2–3 of your best or most loved posts:

  • A popular local story

  • A heartfelt column

  • A community guide

  • Something that represents your voice

Use links with a short description:

“Here are 3 great reads to get you started…”

Make it easy to binge your best work.

4. Tell Them What’s Next (So They Stick Around)

Be clear:

  • When do you publish?

  • What types of posts will they get?

  • Any upcoming series or themes?

Example:

“I send out a new issue every Thursday morning, and occasionally a Sunday spotlight. Look out for local interviews, event guides, and community roundups.”

This prevents unsubscribes due to surprise or confusion. Expectations = retention.

5. Invite Them to Engage

Encourage replies. Ask a question. Open the door.

“Before I go—what’s something you wish local news covered better? Hit reply and tell me.”

This makes the reader feel seen—and begins building two-way trust.

Also: Substack tracks replies as engagement, which helps your future emails land in inboxes instead of spam.

6. Offer an Optional Ask or Upgrade

You don’t have to push hard, but it’s smart to gently mention:

  • Paid subscriptions

  • A support option (Buy Me a Coffee, donations)

  • Your referral program

  • A social share button

Example:

“If you find value in this work and want to support local journalism, you can become a paid subscriber here.”

Give them a path to deepen their support.

7. Add a Personal Signature With Your Photo (If Possible)

End with:

  • Your name

  • Your city or neighborhood

  • A photo or logo (optional but powerful)

Let them feel like they know you. This newsletter is more than info—it’s a relationship.

8. Test and Improve It Over Time

Look at:

  • Open rate

  • Click-throughs

  • Replies

Update your welcome email as you grow:

  • Swap in fresher links

  • Mention new projects

  • Reflect your evolving tone

Treat it like your intro handshake—and keep it strong.

BONUS: Sample Welcome Email Template

Subject: Welcome to [Newsletter Name] — Here's what to expect

Body:

Hey [First Name],

Thanks for joining [Newsletter Name]! I’m Reginaldo, a local news nerd who believes every city deserves journalism that’s actually useful, honest, and human.

Each week, I’ll send you updates about what’s really happening in [Your City]—from school board decisions to small business news and weekend events.

Want to catch up on some of my most popular posts?
– [Local Story #1]
– [Reader Favorite #2]
– [Resource or Guide #3]

I usually publish every Thursday (plus bonus posts now and then).

Got feedback or a story tip? Just hit reply—I read every email.

And hey—if you want to support my work and help keep this newsletter free for all, you can become a paid subscriber [here].

Talk soon,
—Reginaldo
[Your Newsletter or Substack URL]

Want to Build a Newsletter That Turns Readers into Loyal Supporters?

If you're serious about building a strong Substack foundation—and converting your audience into a real community—then grab the complete roadmap:

👉 Local Journalism on Substack: How to Create a Low-Cost, Monetizable News Site and Newsletter Network

Inside, you’ll get:

  • Welcome email templates that work

  • Subscriber engagement strategies

  • Growth tools that don’t rely on algorithms

  • Systems for onboarding, automation, and reader retention

  • A 30-day plan to grow your list and your impact

First impressions matter.
Let’s make your welcome email unforgettable—and turn one-time readers into lifelong fans.