How to Create a Simple But Effective Welcome Email Sequence

Jun 17 2019

Let me guess.

You’re feeling pretty good because you’ve just written a welcome email for new subscribers and you’re ready to make it live. The hard work is out of the way, and now you can just sit back and wait for the raving fans to start digitally congregating.

But what happens once that one, singular, lonely email has sent, been opened, and been read? What happens next?

The thing is, while one welcome email is better than no welcome emails, a series is far more powerful than a lone message.

What is a Welcome Email Sequence?

If you’re confused by what we mean when we say “welcome email sequence”, you’re not alone. The answer is pretty simple. It’s just a series of emails that get automatically sent to new subscribers who join your list.

Usually, a welcome email sequence incorporates between three and seven emails covering about a week or so (this will vary depending on what niche you’re working in, what you’re selling, and how much you have to say to your subscribers).

Why a Welcome Email Sequence?

Everyone knows how important first impressions are.

This is precisely the reason why welcome email sequences are important, too. They give you the chance to show new subscribers who you are, what you’re all about, and validate their choice to sign up to your list.

The early days of a new subscriber is the perfect time to cement a solid connection and start building trust that will, eventually, turn them into customers.

If you’re not yet convinced, here are some stats to sway you:

So, now you know what a welcome email sequence is and why it’s important, let’s look at what you need to include to make yours work for you.

What Your Welcome Email Sequence Should Do

  1. Introduce You and Your Brand

First things first, new subscribers are going to want to know what they’ve signed up for.

We’ve all been there where we’ve been browsing the web, signed up for a freebie, and completely forgotten about it only to be outraged when an email lands in our inbox from a complete stranger that we don’t remember having any interaction with.

You can avoid this situation by introducing yourself right away.

In your first email of the sequence, you can do this by:

  • Sharing exactly what subscribers can expect from you and how often they’ll see you popping up in their inbox (this will set expectations from the get-go)

  • Offering content upgrades or lead magnets if that’s what you promised when they handed over their email address

  • Encouraging them to follow you on social media

  • Including a brief spiel about who you are, what you do, and how you can help

What To Expect Email

  1. Build Trust

Email marketing is the perfect platform for building trust.

Your subscribers are letting you into their sacred inboxes, which means they already value what you have to say so it’s just a matter of building on this to establish trust.

You can do this by:

  • Providing a list of free or paid tools and resources that show subscribers you know your stuff

  • Offering a collection of your most valuable blog posts to show your authority on the topic

  • Sharing a specific tip or piece of advice

  • Guiding subscribers towards an exclusive piece of content that’s solely for subscribers

  1. Create Connections

Once you’ve established a sense of trust and have shown your authority on your topic, you can start creating connections with your subscribers.

Research shows that it takes seven touchpoints with a brand before a consumer buys from them, which means it’s important that you keep the conversation going long enough for them to have all of those touchpoints with you. Essentially, it’s all part of creating a comprehensive, impactful customer experience strategy, and the strategies you use are your key to success.

customer journey layers

Source

Think of it like getting to know a friend.

The more comfortable your subscribers feel with you and the more they feel like they know you, the more likely they are to buy into your values and beliefs and, therefore, your products.

You can create connections in your welcome email sequence by:

  • Letting your subscribers get to know you personally by sharing facts about yourself or a personal story

  • Inviting subscribers to join you on social media or take part in your Facebook Group if you have one

  1. Keep Subscribers Engaged

    Source

    The main aim of your welcome email sequence is to turn new subscribers from strangers into fans and potential customers. Following on from creating connections, you want to continue generating engagement within your list.

    This might include things like:

    • Making more free content specifically for subscribers so they feel like they are part of an exclusive community

    • Asking questions and encouraging subscribers to share their answers with you to open up a dialogue

    • Carrying out a poll or survey to show subscribers you really care about their opinions

    Build Trust Before Selling

    Trying to go straight for the sell in your welcome email sequence isn’t going to work. Instead, you want to use your series of emails to create connections, build trust, and lay down a rapport with subscribers.

    Once you can do this, you’re far more likely to see subscribers turn from complete strangers into raving fans and people who buy from you time and time again.

    Guest Post By:

Ryan Gould

Ryan Gould

Vice President of Strategy and Marketing Services

Elevation Marketing

From legacy Fortune 100 institutions to inventive start-ups, Ryan brings extensive experience with a wide range of B2B clients. He skillfully architects and manages the delivery of integrated marketing programs, and believes strongly in strategy, not just tactics, that effectively aligns sales and marketing teams within organizations

LinkedIn: https://www.linkedin.com/in/rygould/

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