First impressions are important and your welcome series emails is a way that you can set the tone for your relationship with new subscribers.
The people who have just signed up for your email list are more likely to make a purchase. In fact, new leads are where most sales come from. These new subscribers are excited about your business and they want content from you.
It’s silly not to give them what they want.
At the end of the day, email addresses are worth money and have immense worth to remote business owners. These welcome series emails are a great way to start building that relationship, so let’s talk about how to do that.
What is a welcome email series?
Your welcome series emails are the first interaction your business will likely have with new subscribers on your list. The goal of this email series is to confirm registration, introduce yourself and let new subscribers know what they should expect to see with your emails.
The welcome email series is sent over a period of days to deliver a sequence that welcomes subscribers and shares some of your best ideas. Most of these have three to five emails, with one topic per email.
The first is sent immediately, followed but the others that are sent over a period of a few days up to two weeks. With these emails, there is also the potential to make sales as well.
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Why build welcome series emails?
Research tells us that the time when people are most interested in your business is right after they’ve signed up for your email list.
In fact, almost 75 percent of subscribers actually expect a welcome email. Subsequent emails after the initial emails can bring two times higher engagement along with two times higher revenue.
Plus, a welcome email series tend to have over 50 percent engagement rates, comparatively your weekly newsletter might see around 18 percent engagement.
New subscribers tend to read your welcome email series more than they would others. And, more importantly, they tend to make actual purchases when properly incentivized to the tune of a 2.2 percent conversion rate.
Benefits of having a welcome email sequence
Beyond the research that shows us that welcome email sequences get higher engagement and conversion rates, there are some great benefits of creating a powerful email sequence, including:
- Increase the credibility of your brand—subscribers tend to trust newly discovered brands less, a good email welcome sequence can help them warm to you faster.
- It gives you an opportunity to showcase your best stuff, share behind-the-scenes information and tell your real story.
- Make product sales right off the bat—you can do this by offering incentives to buy products, which can help you keep them coming back for more.
- Show your appreciation for their sign-up—a great way to do this is offer something for free, which can ultimately help you build credibility.
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Welcome series emails example sequence
The truth is, I can’t tell you exactly what to put in your welcome email series because I don’t know your business. If you’re a retail store, you’ll be focused on products. But if you run a blog, your main offering will be content.
However, I can share with you a basic example list of emails that can be sent with some tips and tricks on how to write them. If you want to build a standard 5-email series, here’s what you could put:
Email #1: Say hi!
The purpose of the first email is to introduce yourself and your business.
You want to share a little bit about who you are and what your business does. It’s also a good idea to thank them for signing up for your list and virtually hanging out with you.
You can also use this opportunity to solicit a response or feedback from your contact. You could do this by asking a question or even including a poll.
This email should be simple, but you can absolutely point subscribers to a few pieces of content that they can check out.
Email #2: Tell them what to expect
With your second email you want to give them a preview of what they can expect with both the rest of your welcome series and from your brand generally.
Let them know the type of content and offers you’ll be sending them. You’ll also want to share what you’ll be talking about and give them a few ways that they can engage with you and your brand.
Email #3: Give subscribers something free
For your third email, it’s a great time to give your subscribers something free because, honestly, who doesn’t love free things? You want to make sure that whatever you’re giving out for free is something that’s actionable that they will get value from.
This is also a great time in your welcome series emails to provide the best of what you have to offer. Give them a list of your top posts or even the most actionable ones. Something that can truly provide value.
Email #4: Offer a discount
With email number four, it’s time to offer a discount if you can.
This does not have to be a discount to your biggest and best product, start with something smaller that can pull subscribers in. Share with them why they need the product and what benefits it provides them.
I would also recommend offering the discounted rate on a shorter timeline. You want to make the sale quickly and this short timeline can help with that.
Email #5: What’s coming up next
The final email in a five-email sequence is an opportunity to reiterate what subscribers can expect from you in the future. Will they be getting a weekly email? Will you be sharing new programs and services? Review what you’ve already said.
Then you want to take the opportunity to point them in the right direction. What should they check out while they’re waiting for your next email?
Finally, you can make another product offer. Maybe for your biggest and best service or this could be the next step up from the product that you already shared. You don’t necessarily need to offer this at a discount but you could if you wanted to.
How to build a welcome series
The actual building of your welcome series emails depends on your email marketing product. I often recommend going with Flodesk because, unlike most of the other programs, they offer a single flat rate of $19 USD.
To build your welcome series emails in Flodesk, you want to go Workflows and + New Workflows which is where you pick out your favourite design.
The Trigger will be when someone signs up for your form. After that you’ll have an email then a time delay before another email. You want each email to have a time delay before them.
You can set these time delays up however you want, they can have a single day between them, or you can use a sequence like one day between emails one and two, then two days between two and three, and so on. Go with whatever you’re most comfortable with.
When you’re ready hit Publish and your email sequence will be up and running!
Tips for building a good email sequence
1. Open strong
When it comes to building welcome series emails, it’s important to open strong. You want to hook your subscribers and provide valuable content so they read the rest of the emails. Your goal is to show your authentic brand while being engaging, persuasive and helpful.
2. Remember to say thank you
I don’t know about you but I receive A LOT of email. Most people get too much email so you need to differentiate yourself. A great way to do that is with a heartfelt thanks—let them know you’re grateful for their trust and you’re excited to go on a journey with them.
3. Where possible, personalize
Personalization can make the experience with your welcome series emails better and can lead to stronger buy-in. Unfortunately, more field does tend to mean less subscribers but if you’ve managed to capture your subscriber’s names, make sure to use it.
4. Make sure to set expectations
Only you know what subscribers can expect from future emails, so it’s up to you to share that with them. Make sure to let people know what you’ll be sending and tell them about the benefits on being on your list. With so many different options available for email subscriptions, you want to differentiate yours.
5. Include at least one call-to-action
Many email marketers forget the call-to-action (CTA) but every email needs at least one. Your primary CTA should be to buy, sign-up or read something—you want them to interact with your content and brand. For a secondary CTA, encourage them to reach out, follow you on social or somehow connect with you.
6. Leave a teaser
Finally, you want to leave a teaser that encourages and incentivize subscribers to read the next email. You can invoke curiosity by hinting at “special surprises” or “exclusive content”, just make sure you deliver on those!
Starting off on the right foot
If you’re brand new to the remote business game, your welcome series emails is a great place to start with your email marketing. It’s a great way for you to dip your toes in.
The best part about the email welcome series is that it can change as you business does. You’re not married to the first email series that you create, I recommend updating it on a regular basis to include new content as you create it.
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