Boost Email Conversions By Using A Welcome Sequence
Have you ever gotten an email from someone and you have zero idea who they are or how they got your email?
This is exactly what you don't want happening to your email subscribers.
When someone gives you their email, they give you a front-row seat to contact you.
They're raising their hand to you.
They're telling you they are interested in you.
They're saying, "Yes, I want to hear from you."
If you're collecting emails and not moving forward with this next step — you're gonna lose them as fast as you get them.
So what is the most important email workflow you'll ever create?
It's your welcome sequence.
In this article, you'll learn what an email welcome sequence is, why they're crucial for email marketing success, and what to include so your subscribers stay engaged.
Ready? Let's dive in!
What is a welcome sequence?
If you've ever downloaded a freebie, you've most likely gone through some sort of email welcome sequence.
It's exactly what the name suggests — it's a sequence of emails that welcomes new subscribers to your email list.
Most email welcome sequences range from 3 to 7 emails, although I've found that 4 to 5 to be the sweet spot.
Once the subscriber has completed your email welcome sequence, you can do 1 of 2 things:
1) Begin a sales sequence to convert them into a paying customer
or 2) Move them to your general list where they'll receive whatever emails you send regularly
This all depends on what your overall business goals are.
Why you need a welcome sequence.
The ROI (return on investment) of email marketing is INSANE.
If you're spending money to build your list — for every $1 you spend, you can expect a $36 return.
So the reason an email welcome sequence is so important is that you want your subscribers to remember you.
And if you do it right, you have a very high chance of a conversion.
If you're collecting emails, it seems a little silly to not do anything with them right?
This email welcome sequence allows your audience to get to know you, your business, how you best serve them, and ultimately convert them into either customers, or at the very least brand avocates.
What to include in your welcome sequence
This is the part most people overthink. As your business grows and you get more people into your funnel, you'll learn which emails perform best.
But starting out, a typical email sequence looks something like this:
Email #1: Deliver free resource
Email #2: Introduce yourself/ your business
Email #3: Provide value
Email #4: Showcase past client/ customer success
Email #5: Introduce your products/ how you can help them
Now let's break each of these down a bit more...
Email 01// Deliver Free Resource
The first email to kick off your sequence is to give them the thing they signed up for.
Most emails are collected by providing some sort of free resource. If that's the case, you have to deliver the resource to them of course.
An example of this first email:
Hey {Name}! So excited you're here!
Here's the {name of the resource} you signed up for. If you have any questions, reply and let me know. I'd be happy to help☺️
Chat soon,
{sign off
Pro tip: Use their name when addressing them in all emails. Even though this will be automated, there's no reason you can't make it personal!
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Email 02// Introduce Yourself/ Your Business
Although your new subscribers may already know who you are — especially if they're joining your list from social media — it's still important for you to introduce yourself.
This is an email where you can include things like:
» Your background
» Why you started your business
» Fun facts about your life
» Who you help and how
You can also use this as a way to open up a conversation with your new subscribers.
Ask them to reply to this email with their biggest challenge or even just with a few fun facts about themselves.
Email 03// Provide Value
I know, I know, "provide value" is the broadest statement out there but hear me out.
You want to build authority with your new subscribers — show them that you know your shit — and the easiest way to do that is to provide some sort of education/ training.
I use this email to showcase some of my most popular blog articles but you can also include social media posts, additional free resources, or just an in-depth email with some of your top tips.
Value means different things to different people so make sure you're staying true to yourself and not just spewing "fluff".
Give them actionable advice or a separate resource to help them reach their goals faster.
Email 04// Showcase Client Success
By now your new subscribers know who you are and have seen your expertise, but this gives them the chance to see that you're capable of helping others.
By sharing past client results or even reviews/ testimonials, you're proving to your audience that you are the one that can help solve their problems.
Since you'll be sharing a few results, this is also a way to slightly introduce your offers or products before you dive into a sale sequence.
Pro tip: In the PS section, be sure to tell them to look out for the next email so they can learn more about how they can get these same results.
Email 05// Introduce Your Products
This email can go 1 of 2 ways depending on what their next step is.
If your next step is for them to begin a strict sales sequence for a specific offer, this is where you would introduce that one offer.
You'd want to include all the details, what the main transformation is, and include any special discounts or coupons available.
You'll also want to include a timeline for when this special offer is available to them.
If your next step is for them to be added to your main list for your regular emails, this is where you would introduce any way to work with you or purchase from you.
If you are someone who has a lot of different products, I'd focus on naming your top three and giving a brief description of who each one is for.
Create a Welcome Sequence Today
Again, I wanna tell you how major email marketing can be in your business.
If you ever hear people say "Email is dead", they're wrong. Trust me.
The best part about building an email list is that no one can take it from you.
When it comes to social media, your account could disappear overnight and you'd have no way of reaching your followers.
But with an email list, you own that.
As I said in the beginning, these people raised their hand to you. They said yes to hearing from you.
If you have a free resource, be sure to use the outline above to create your own welcome sequence.
Want to see one in action?? Click here to download my free guide — 5 Tech tools to help you build, market, and manage your digital product business — and you'll get kicked into my welcome sequence ✌🏻
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