What is a Welcome Email Sequence
Welcome email sequences are a series of emails that you can set up in your email management system like Mailchimp or Convert kit to automatically go out to a chosen list of subscribers when they opt-in. Think of your email series like a great date. There is the initial hook like meeting in person and having a good conversation plus attraction (your opt-in or post) then you have a long dinner where you get to know each other and see what each person brings to the relationship (series of emails) and by the end of the date you are sold on the person and know you want to spend more time with them.
A good email sequence will connect with the reader on an emotional level while showing your expertise. I will build know, like, and trust. This is especially important if someone joins your email list from a successful opt-in that was coming from an add or some other place where they don’t know anything about who you are and what you do. At the end of your sequence, you want a reader that want to hear more from you and invest in your brand by buying your products or services.
Why You Need A Welcome Series
The purpose of a welcome series is to introduce new subscribers to your unique voice and business. Your series should let people know what to expect from and build trust so they will open your emails. I don’t matter how many people you have on your list if no one is reading your amazing content. This is the same reason a small list with a great open rate 50% or more can mean big sales when it comes to launching products or services. According to Andrew Defrancesco the first step in having a great open rate is hooking people on your content by letting them know what to expect. A good welcome series will build know like and trust by consistently delivering real value from your point of view.
How to Create Your Sequence
Are you ready to write your welcome sequence?
First, think about the purpose of your email sequence what is your intent? Do you have a course, challenge or service that you want to sell? What do you really want people to know about you? Think about your ideal customer and how you can speak to their needs.
Email one email should be a way to introduce yourself and let people know who you are, what you do, and who you do it for. You also want to let people know what to expect. What kind of content can people expect from your newsletter? How often are you showing up in their inbox and why?
Then, you want to lead into your brand story and next email. “Check your inbox tomorrow to hear how I went from (this place in my business) to (this place in my business) and get my (Offer something of value). ” Your offer can be advice, a download, or whatever aligns with your brand and what people can expect from you in your future newsletters.
This email is where you tell your story as it relates to your ideal customer. It’s your story of transformation in your business/life. What can people learn about their current struggles from your story? What is your expertise is and how you can help them? This email connects with them on an emotional level while still giving value.
Next, Lead into the third email, which should be all value. Let people know why they should open this next email.
Email 3 delivers value in an actionable way, versus the storytelling and connecting aspect of email two.The value you deliver here should be something people would pay for. If people are coming into this sequence from a particular opt-in this should complement the first offer. For example, if your opt-in was “10 Dinner Recipes Under 500 Calories“, your next content could be “10 Snacks Under 100 Calories“, or “10 Ways to Save Money on Organic Groceries“. If they opted-in for nutritional information you wouldn’t want to offer them business tips even if that is part of what you do because it would confuse them.
Finally, lead into next email. This email should be value + information about your offerings.
You have introduced yourself in a personal way. You have established that you are an expert by talking about your brand story and delivering value. You developed connection and trust by being consistent in the content and quality of what you share. Now it’s time to ask. Create something of free value around the thing you want to sell. This can be a checklist, tips or a free portion of a product, service, course or free challenge that you want people to buy or join.
In closing, give a call to action by adding a button for them to purchase or join.
A welcome series help develope know like and trust with your subscribers. This translates into higher open rates and therefore more sales for you.