When a new person joins your mailing list, a ‘welcome email sequence‘ provides a great opportunity to introduce yourself, your business and its products/services in a controlled manner.
The email sequence is fully automated and delivered on a pre-defined schedule. Once created, it’ll work to promote your business 24/7 without requiring manual input (except, of course, to tweak the content occasionally).
Your website probably includes multiple entry points to your mailing list. These might include:
- contact form
- newsletter opt-in form
- product purchase/checkout form
Why use email?
Email is still by far the best performing marketing channel. The recipient’s inbox is a great place to promote your business. It’s your opportunity to talk directly to the person (as if you’d met face-to-face for the first time).
Done correctly, the welcome sequence is personal and engaging. It also ensures the new subscriber understands exactly what you’re offering without being too ‘salesy’. This builds trust which is essential if the subscriber is to become a paying customer.
What makes an effective welcome email?
The welcome email sequence should be generic and flexible enough to address the needs, interests and frequently asked questions that new subscribers may have regardless of how/where they joined the mailing list. Remember to make the recipient the primary focus in your copy rather than yourself or your business. Make it about them or they won’t read it!
Emails should be brief with a maximum of 200-300 words per email.
The Ideal Welcome Sequence
Here is an example of a welcome sequence of emails sent over a 5 day period. This is intended as a framework but can, of course, be tweaked as necessary.
- Email #1: Introduction (sent immediately)
- Email #2: Educational (day 2)
- Email #3: Social connection (day 3)
- Email #4: Products/services (day 4)
- Email #5: Invite questions (day 5)
This is the first e-mail in this series. Use this opportunity to tell your customer more about you, your business and your ethos/approach. Be personable and perhaps provide a look ‘behind-the-scenes’ of the business.
Guide the customer to the most appropriate and useful educational resources available on your website (e.g. blog posts, videos, etc.). Include links as appropriate.
The aim here is to spoon-feed the best content for a new subscriber whilst getting them to review the content already available on the website.
3. Social Connection
Help your customers discover where else they can connect and engage with you via the various social profiles on which you are active (Twitter, Facebook, Pinterest, Instagram, etc.).
Provide all relevant links. Invite them to connect and send a response (via the relevant social channel) to acknowledge them when they do.
Until now, the emails have been deliberately ‘non-salesy’.
This e-mail, however, tells your customers about your products & services, why they’re special, why other customers love them, etc. You could include some product/service recommendations and testimonials from other happy customers.
Provide all links to resources as appropriate.
5. Invite questions
In this email you could include examples of the most frequently asked questions (and the appropriate answers).
Also, most importantly, invite the person to ‘hit reply’ and ask any questions that they may still have.
This is a great opportunity to open a direct channel, invite dialogue and remove any unforeseen barriers that might prevent a future purchase.
Have a think about your email sequence and begin drafting the content for it. You probably have enough material to draw on already but it may need a little structuring. Feel free to use the template above 🙂
And if you’re looking for a great service provider to manage your email sequences, we’re more than happy to recommend Drip.