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You keep hearing and reading that you need to create a Welcome Sequence, but you have no idea where to start or what to write. Well good news friend, I can help you!
It took me a long time to perfect my e-mail strategies and figure out what worked well and what didn’t. One thing I have come to realize is this: subscribers are most engaged when they first sign up to your e-mail list. The experience you provide to your subscribers within the first few weeks of them signing up, will potentially make or break your relationship with them, and determine whether or not they stay subscribed to your list.
That is the reason I talk about setting up and sending a whole Welcome SEQUENCE rather than just one single Welcome Email. By sending a whole sequence, you are ceasing the opportunity to really draw in the subscriber and gain their trust and loyalty from the very beginning.
So before I jump into HOW to build a killer Welcome Sequence, I want to address some common thoughts and misconceptions.
1 | You DON’T need a product or service to pitch in your Welcome Sequence.
Something I hear a lot is, “I don’t need a welcome series, I don’t have a product or service yet”. A welcome series is not about pitching your product or service.
Sure, if you do happen to have a product or service, the direction of your welcome email may be more clear. You know that end goal that you’re nudging your subscribers towards.
But a welcome series does not have to be about pitching your product/service. A strong welcome sequence should highlight your brand and what you and your blog are all about. You are letting your subscriber know who you are and why your email list is awesome!
2 | How many emails are usually in the sequence and how often are they sent?
Simply put, I would say a minimum of 3 emails, and a maximum of 7. What has worked well for me is doing my first 2-3 emails back to back, then spread my next 3-4 over a 10 day period. Your welcome series should span out over 10-14 days in total. Remember, your subscriber will be the most engaged within that first 1-2 weeks.
The best way to set this up is by using an automation feature. To do this you will need a email marketing platform such as ConvertKit. If you do not have an email marketing platform yet, I recommend you start with this post instead: The Beginners Guide to E-mail Marketing
3 | Won’t people get tired of hearing from me so often in such a small amount of time?
No. The key is to ensure each email is full of value. If someone unsubscribes during the Welcome period, they are not the person you want on your list anyway. They simply came for your freebie and that is it. Never be discouraged by unsubscribes.
Make sure each email includes one of three things:
- Information about you and what you are all about. so your subscribers get to know you and trust you.
- Something that will benefit them such as a freebie or link to a great blog post.
- Something that is exclusive to only your subscribers, such as a coupon code, or a “blog post” style email that can’t be found on your blog.
Okay, now lets get into HOW to set up your killer e-mail sequence!
This is the email that a subscriber will be sent immediately upon subscribing.
The GOAL of this email if to introduce your brand and deliver your incentive or freebie that you offered as an opt-in.
Your very first email should not be too wordy. Having too much information can be overwhelming and boring. No one wants to read a book. Short and to the point is the way to go in this case.
So….What should you say in your welcome email? Here is what I like to include in my very first welcome email:
(1) A Welcome and a Thank you
- Welcome them to your community and thank them for joining! Let them know you are happy to have them.
(2) Information about YOU
- What’s your story?
- What is your blog all about?
- Why should they trust you?
- What experience do you have?
- Links to your other social media
(3) What can they expect as a subscriber?
- How frequent are your emails
- What type of content do you send?
- What are the perks?
- What is in it for them?
(4) Tell them to whitelist your emails so you don’t end up in their spam/junk folders!
(5) Point them to a relevant blog post
(6) Engage with them by asking them a question and encouraging a reply.
- Use this as a way to plan future emails or blog posts by simply asking “What are you struggling with right now” or “What is something I can help you with”. Use the reply’s you receive as prompts for future posts / emails.
(7) Open a curiosity loop in by signing off with a teaser of what is to come
- I like to say something like “Keep your eyes on your inbox for an awesome freebie coming your way tomorrow” that way they will be looking forward to your next email.
Sent 1 day later.
The GOAL of this email is to provide them with something of value
You left them with a curiosity loop in the end of email one, so you need to ensure you honor that and deliver in email 2.
Provide them a resource or tool that’s going to help them achieve an easy win. This is something specific that resolves a common problem of your target audience.
For instance, if your target audience is mommy bloggers, a problem is often finding the time to blog, so you may provide them with time management strategies that have been successful for you. Or a free schedule template that has improved your own time management.
Sent 1-2 days later.
The Goal in this email is to tell them about your values and be relate-able to your readers. You want to inspire them.
Get a little personal, talk about a struggle you faced personally that is relevant to your niche, and how you overcame it. Tell them your story and include a specific take-away.
Think through the problems your subscribers within your niche may be faced with, and then talk about how you can solve those problems.
This shows them you understand them and what they actually want from you and your blog.
Send 3 days later.
The Goal of this email is keep them interested by providing MORE value. Build trust by sending useful resources. Show them how awesome it is to be a part of your email community.
You did not provide a curiosity loop in your last email, so this email will be a nice little surprise. Make it a good one! Point them to a popular blog post or surprise them with a useful guide or resource.
This email is an important one for building that relationship. You are showing them you didn’t forget about them and giving them a little gift to make that clear!
Send 2-3 Days later.
The Goal of this email is to give value but also begin to nudge the subscriber in the direction of your end goal. This may be a product or service, a testimonial, or an affiliate sale.
If you are currently just working on building your list, and your end goal was just to simply gain new subscribers, you can skill to email #7
This email will basically be a sneak preview of what you plan on pitching to them in the next email. You want to get them excited and curious for what is to come!
Send 1 day later.
The Goal of this email is to pitch your product, service, free course, affiliate link, etc.
Make this a time sensitive offer to add urgency. Have a custom timer that you can embed into your email.
Send 1-2 days later.
The Goal of this email is to get feedback.
Ask them what they’d like to see next.
By doing this, you will be able to segment your subscribers and tag them according to their needs. This is an awesome feature that I often use in ConvertKit.
By doing this, you can send relevant product pitches and affiliate offers, as well as relevant content, to the right group of people.
This can be a MEGA help in conversions and open/click rates if you utilize it correctly!
Okay, so now you know WHAT to send, but how do you set-up and deliver these emails without spending HOURS a day doing so?
I welcome you to the wonderful world of automation emails!
Automation emails are simply a series of pre-written emails that are sent to your subscribers in the sequence you choose.
You will need an email marketing provider to be able to do this. If you’re looking for an email marketing provider, Convertkit is amazingly user friendly when it comes to planing and sending out email sequences. You can sign up for a free trial of ConvertKit by clicking here!
ConvertKit is a popular platform with bloggers, and for good reason. I switched to ConvertKit from another platform and have been SO happy with my choice.
If you do decide to sign up with ConvertKit, or if you already have an account with them, you can check out my step by step tutorial which addresses how to create automation email sequences: The Beginners Guide to E-mail Marketing
That will help you with the technical side of getting your automation email sequence set up! 🙂
You can also check out these posts which will further help you with growing your email list: