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How to Create an Effective Welcome Sequence
The first impressions last, and a killer welcome sequence enables you to shape how clients perceive your brand. When people sign up for your email list, you want to give the impression that you're a professional, you take this business seriously, and they are in good hands.
What is a welcome sequence, and why does it matter to your email marketing campaign? Continue reading below to find out:
What is a welcome sequence?
A welcome sequence is a series of emails to welcome new subscribers and set expectations with every email they receive. Because a welcome email is the first communication you will send to a subscriber, you want to get it right first and foremost to reach a new stage in the business relationship. After all, welcome emails generate as much as 320% more revenue than other promotional emails.
When a subscriber signs up for your email list, you want to explain exactly what kinds of messages they will receive from you. If you don't, they might opt out. A welcome sequence typically consists of 5 to 7 emails, each of which is sent to subscribers a day or two apart. The content of the welcome email must be customer-focused and value-packed to increase the chances of being opened in the inbox and prevent deletion.
Why create a welcome sequence?
- To attract first-time purchases
- To cross-sell and upsell products and services
- To acquire more user information
- To collect testimonials
- To attract more signups
- To build an online community
- To collect feedback and improve your business
What goes into a welcome sequence?
You should send the welcome emails a day or two apart to keep subscribers hooked. People tend to lose interest quickly, so by sending these emails often; you extend their interest long enough to take the desired action.
You may be wondering what goes into a welcome sequence. Below is a list of emails that make up a welcome sequence:
Email 1: Thank You message & introduction
Email 2: Benefits of signing up
Email 3: Address pain points and how to fix them
Email 4: Add calls to action
Email 5: Answer FAQs and present testimonials
Email 6: Outline your privacy policy
Email 7: Give a reward
Email 1: Thank you message and introduction
Give a warm welcome to new subscribers with a thank-you message and a brief introduction to your business. This helps set expectations. Introduce yourself and your business, what you do, and what they can expect from your company. Keep the tone friendly, casual, and straightforward to humanise your business, like the message came from an actual person and not some automation tool.
Email 2: Benefits of signing up
Since the client has already signed up for your email list, it's a clear sign that they are interested in what you have to offer. By outlining the benefits of signing up, you are giving them a gentle push in the right direction. Briefly explain what benefits they'll get from signing up for your email list, what perks they can expect in the near future, and what makes this signup special. The second email should be about providing value.
Email 3: Address pain points and how to fix them
Captivate your newly-signed clients by addressing their pain points and providing solutions. You want to make the client feel heard and understood. Explain how your paid offer can help fix their problems. If a particular pain point was something you've struggled with in the past, let them know how you dealt with it to show that you can relate to them.
Email 4: Add calls to action
In the fourth email, ask the subscriber to set up their email preferences and follow you on social media. Invite your subscriber to visit your website, check out your products and services and make their first purchase. Don't go hard on the sales pitch; connect with your client emotionally and then nudge the client to take the desired action.
Email 5: Answer FAQs and present testimonials
Your new subscribers might have questions that need answers, so be sure to answer them all in your fifth email. Outline all the FAQs and answer briefly to save the subscribers time going through your website's FAQs page. Add two to three testimonials from previous clients to be as convincing as possible. All these positive experiences will boost your subscriber's enthusiasm and convince them how trustworthy your business is.
Email 6: Outline your privacy policy
Show how much you value your client's privacy and security by presenting your privacy policy. Let your subscribers know what they can expect from you, how your website processes customer data, how the business handles confidentiality, and what infos are shared or sold to third parties. Finish up by outlining relevant links and pages on your website.
Email 7: Give a reward
Offering a reward is the best way to wrap up your welcome sequence! The incentive doesn't have to cost a small fortune – an exclusive piece of content, a digital product, a small discount, or a mini email course makes an excellent reward for new subscribers. By offering incentives, you demonstrate the value you bring to your subscribers. Free gifts make them feel appreciated too!
Creating an effective welcome sequence sets the stage for deeper, more meaningful business relationships with new subscribers. If you're ready to grow your email list and nurture an engaged tribe online, better craft a killer welcome sequence today!
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