Why Your Business NEEDS a Welcome Sequence and What to Include
“I can’t wait to join another email newsletter today,” said no one ever.
However, data shows that email marketing is one of THE most powerful tools in your arsenal as a business owner.
For every $1 you spend on email marketing, your ROI is about $42!
In today’s post, I will cover why a welcome email sequence is critical to building long-term relationships with your prospects. I’ll also share exactly what emails you should include so that it works FOR you and converts more leads into paying customers!
When someone joins your list from an opt-in on your site, this is the PERFECT opportunity to capture their attention because they are the ‘warmest’ they’ll ever be….until they buy!
What is a Welcome Sequence?
A Welcome Sequence is a series of emails sent to your subscriber that begin as soon as they sign up for your list. The welcome email sequence ensures that they get to know you and your business before they start receiving your promotional emails.
There’s nothing worse than signing up for someone’s list, and BOOM, the first email you get is trying to sell you their most expensive program.
If you bring in a cold audience (from social media, your website, etc.), they likely won’t know who you are. So your welcome sequence is your chance to tell them who you are and what they can expect from joining your list.
And the best part is you can automate it to save you loads of time! That way, you create it once, and it can work for you repeatedly. Over time you’ll make minor tweaks as your business grows and evolves, but the framework and the original emails are the most challenging part.
It’s like an investment that keeps giving back time and time again.
Here are a few great stats surrounding welcome emails.
91.43% open rate
A read rate of 42% higher than the average emails
On average, it can generate up to 320% more revenue per email than other promotional emails.
In addition, welcome emails with offers can boost revenue by 30% per email compared to other welcome emails without offers!
And, according to the First Impressions Email Marketing Study…
Only 39% of brands send a welcome email
41% don’t send a welcome email within the first 48 hours
27% sent ZERO emails in the first THREE weeks
So that means you'll be ahead of almost half of all businesses by sending a welcome email immediately after someone joins your list!
As I mentioned before, your welcome email is when your audience is most excited to hear from you. They just said YES to your opt-in and can’t wait to see what else you have to help make their life better and easier!
This is your chance to make a great first impression.
It’s like giving someone your attention when they say hello! It would be rude not to acknowledge them, wouldn’t it?
Building and nurturing your email list is one of THE most important things you can do in growing your business today. Your Welcome Sequence will help set you up for success and pull your audience in so they’re excited to see your name in their inbox!
When putting together your welcome sequence, start with the end goal in mind. What do you want your audience to do? Do you want them to…
Sign up for your course?
Purchase a template?
Schedule a connect call?
Enroll in your coaching program?
Subscribe to your podcast?
Follow your blog?
When deciding what actions you want them to take, also consider why they joined your list in the first place. And, can you correlate your end offer with the opt-in they got to sign up for your list?
Here are the seven emails to include in your welcome sequence.
(I recommend sending at least four!)
1. Welcome to the Fam!
Everyone on your list is there for a reason — to gain valuable insight from YOU! So let them know who you are and what they can expect to get from you.
2. Self-Segment
Here’s your chance to provide value AND figure out why they joined your list so that you can give them exactly what they want from you — making it even easier for them to say YES when you’re ready to make your offer!
So, offer a valuable tip or training, and then ask them for more information about themselves. Have them select what category they’re in or where they’re at on their journey. Depending on your email platform, you can also have the choices hyperlinked so they’ll automatically be tagged on the back end with the answer they chose!
3. Segment AGAIN
Segmenting is SO important. If you didn’t get them to answer in the first email, you could try a completely different approach so you’re sure to get the information you need from your subscribers.
And as always, don’t forget to provide VALUE in the email. For example, answer a question your clients always ask you, give access to a free mini-training, and throw in a free checklist or template.
4. Your Story
Now that you’ve provided a ton of value in your emails, it’s time to tell your story! This is where you’ll pull out your storytelling skills and invite them for coffee. You can evoke emotion, build credibility, be relatable, and create trust with your audience with your story.
This is where you’ll want to tie in any PR here — have you been featured on a podcast, in an article, speaking on stage, etc.? You can give them a couple of different options here. Have them hit reply and tell you about themselves or have them follow your blog, podcast, or social media — wherever you provide the most consistent value to your audience!
5. Next steps
What do they NEED to see from you? Throw in your favorite freebie, or send them to your best stuff! Let them know how often they’ll hear from you and what they can expect from here on out. This email can be short & sweet!
6. Circle Back
Here, you can circle back to the freebie you sent them in the last email and ask them how it’s helped them and what else they’d like to see! It helps give you an idea of who they are and what they want from you — so you’re not just throwing spaghetti at the wall and hoping it sticks! All of this is excellent data as you build your business.
7. How YOU can help!
You’ve given them ALL the best stuff you have, and now it’s time to throw in a light offer and remind them what results you can help them achieve by working with you.
Feel free to pick and choose what works best for you! This is just one of many ways to create your welcome sequence to nurture and build credibility and trust with your future customers!
I will include a PS. in the emails about how they can work with you, in case they’re ready right away! It’s ok to sprinkle in your offers where it feels good to you. Everyone’s business is different!
If you already have a welcome sequence, I’d love to hear from you — what’s working well and maybe not so well? Comment below!
And, if you’re not already on my list, I’d love for you to join! (Scroll to the bottom of my site and you’ll find a spot to enter your name and email! It’s that simple. ;) )
