I’m going to shock a lot of email marketing strategists, launch strategists, and fellow copywriters with this disclosure, but …

… I spend as much time writing an opt-in subscription confirmation email as I do writing a sales email.

Yep.

Told ya. Shocker! 😆

Especially when most subscription confirmation emails look a little (or a lot!) like this 👇🏼

Not only is there NO way to reply to the sender but there is also zero effort in helping you feel welcomed or even wanted. 🤦🏻‍♀️

That is why I take my time writing up a confirmation email that does the job it’s been hired to do.

See, that’s the other thing you need to know about me as a launch and email marketing strategist — I firmly believe that every email, every asset in your launch or evergreen funnel, has a JOB (or several!) to do.

Even oft-overlooked assets.

Bonuses? Have a job.

Thank you page? Has a job

Guarantees? Definitely have a job.

And it’s NO different for your opt-in confirmation emails. In fact, this is exactly WHY I have a FULL-BLOWN lesson in Ready-to-Sell ONLY for Confirmation Emails!

What job does a subscription confirmation email have? What role does it play?

You’re “hiring” a confirmation email to strengthen the connection you’ve built with a new subscriber.

You’re giving them the role of being a cheerleader and a champion.

And let’s not forget … the opt-in confirmation email has one of the highest open rates in a sales sequence.

Why not leverage that?

Your confirmation emails can set the tone for your entire sales sequence.

Boring, bland, and templated, like the example above?

Why would someone look forward to your next email? 🤷🏻‍♀️

We learned “First impressions count” back in grade school and honestly, it’s one of those cliches that holds true.

Your confirmation email is the first impression a subscriber has of your email marketing.

Do you really want it to scream “Lazy!”

The solution?

Write confirmation emails that get subscribers tapping the ‘reply’ button and looking forward to your next email.

How do you write subscription confirmation emails that drive clicks, connections, and conversions?

Here are 5 ingredients to include in your confirmation email:

1. Share your story

Not the pretty IG version but the raw, unedited, filter-free version.

Keep your story connected with WHY you’re doing what you’re doing.

Keep it engaging and conversational.  

Keep it relevant and real.

Use this opportunity to help your audience see you as an expert yes, but also a cheerleader and champion for them.

In the confirmation email example below that I wrote for Handle the Heat’s sales-focused welcome sequence, we introduced Tessa and a peek at her story while encouraging the audience to engage with her. We also linked her name to her About page for anyone who may be curious to know more.

2. Set expectations

Let subscribers know how your freebie will wave Harry’s wand over their pain. Yes, incentivize accessing the freebie.

One of my fave ways to do this is by referencing key takeaways and/or sharing exactly where they’ll find them. Peep the example for this confirmation email that I wrote for Neha Shah, a health coach for Indian immigrants in the US.

Your audience has signed up for the freebie but signing up doesn’t mean they’ll access it or use it. Your confirmation email can pique their interest and encourage them to dig in. Oh, and yes, you can do this with your webinar confirmation emails as well!

3. Validating their struggle

Let the “I got your back!” sentiment ring loud and proud. Here’s what you always want to keep in mind. Some of the most effective confirmation emails don’t just confirm – they start a conversation.

Some ways to both validate their struggle AND spark a conversation:

• Ask a question that prompts a reply AND kicks off a conversation. If you’re asking them to reply, do your best to engage and reply.  

• Invite them to join your Facebook group for pre-event discussions. In fact, reference certain discussions that would pique their interest.

• Encourage them to share their goals for the upcoming training

• Encourage them to save and share their participation on social media

These engagement loops help build momentum and investment before they even get to your launch event or mechanism.

In the example below, you’ll see how I help subscribers see what they’ll learn and validate their struggles by sharing the creator’s personal story and struggle.

4. Strengthen expertise

You can use your confirmation email to strengthen your expertise by sharing helpful content. A few ways to do this:

• Sharing a quick win action and also mentioning an advanced concept you’ll touch on briefly but explore fully in your course

• Referencing tools or resources that make implementation easier, which are included in your paid program

• Highlighting common obstacles that your course helps overcome

The goal isn’t to sell directly but to begin establishing the value of your premium solution naturally.

In the confirmation email example below, you’ll see how helpful content and quick-win content is naturally woven into the copy.

5. Seeding Your Offer

Noo, I’m not talking about gardening.

This seeding is all about giving them a sneak peek at what lies ahead. Help them see that the opt-in is step 1 and that either your offer or your launch mechanism  (webinar/challenge/workshop) is the next one.

Yes, my friend. Your confirmation email is the perfect place to start planting seeds for your eventual offer. But the key is subtlety. Instead of jumping straight into sell mode, try:

• Highlighting a problem your upcoming content (and course) will solve

• Including a testimonial that highlights your expertise and authority

• Sharing a quick win that ties into your larger teaching framework

• Mentioning the transformation your students experience

To recap:

Your subscription confirmation email is as important as every other email in your marketing campaign.

It can build trust.

It can create excitement.

It can help your audience to feel seen.

Most importantly, it can set the tone for your sales.

ALL of this to say, whether for a LIVE launch or an evergreen funnel, don’t lazy write that confirmation email.

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