Another valuable piece of real estate that gets easily overlooked is the confirmation email that gets sent when someone joins your newsletter. The open rates on this first fulfillment email are a sky-high 50-90 percent. (if you used an opt-in bribe or sent a free gift, you’re more likely to be in the high end of that range.) Subsequent newsletter campaigns then slide back down to an industry standard 20 percent open rate.

Consider using this first fulfillment email to show off some of your most impressive accolades, whether it be recent podcast interviews you’ve done, your biggest awards or your absolute best content, and ratchet brand equity way up from the start. You may only have a few chances to have your prospect’s undivided attention; make the most credible and authoritative first impression that you can.