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:
Welcome emails generate around 320% more revenue than regular emails
74% of internet users expect a welcome email immediately after joining a mailing list
Welcome emails produce 4x the open rates of regular emails
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
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
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
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.
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
Keep Subscribers Engaged
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.
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