Congratulations! You’ve got a new subscriber on your email list, or maybe you’ve just made a sale.
Wait! You don’t want to lose them.
But what now?
That’s exactly why you need a welcome series. Like the “good business owners” we all are, we know how important it is to have a strategy.
And growing your email list is no exception.
It’s so important to build a great first impression, and what better way to do so than with a well-thought out welcome series?
Creating a welcome series is going to build a stronger relationship with your subscribers. I will even translate a few into a higher paying customers – something I know we all want!
So let’s dive in!
What is a Welcome Series?
You might be wondering: “What the heck is a welcome series, and why would I even need one?”
Let’s cover that first.
A welcome series is a set of emails that gets automatically sent out to new subscribers after they sign up for your email list.
The entire purpose of an email series is to introduce your audience to who you really are in an interesting and relatable way. They’ll learn what your business is all about, the benefits of being a customer or subscriber, and what you have to offer them that is going to provide value.
You really want to set the stage for your subscribers. It will build interest, and let them know what truly sets you and your business apart from all the others.
When Do You Send it?
It is so important to get that initial email out right away. We are all human, and let’s be honest our attention span can get the most of us.
You don’t want to send your initial email out after a couple of hours or maybe a day later. It’s more likely to leave your subscribers thinking… “Who exactly are you again?” Delete!
Your subscribers are going to be the most engaged when they first sign-up, so get the initial email out immediately. Then, once the follow-up emails arrive, they already have a solid understanding of who you are and what you’re all about.
Setting the stage for what they can expect is huge. Make them feel important, build a connection, and provide something your subscribers can relate to.
The welcome series can accomplish all of this!
How Many Emails Should I include?
This can really boil down to personal preference and the type of business you own, but ideally, you should be sending out 5-7 emails in your series.
The whole idea is to tell a story, build up the suspense, provide relatable content, and then introduce your undeniably amazing offer!
It’s a little hard to build up your engagement with 2-3 emails. We use a series of 5 automated emails, with a break of one day in between each. This method gets our message across but also doesn’t bombard our subscribers.
You really don’t want to annoy people through your email list, because trust me, that’s not going to bring you in a single sale.
Think of your welcome series as your introduction. Your subscriber still has a lot to learn about you, and you need to give them the time to do so… But not too much time, we’ve got money to move here.
You need your subscriber to feel like they know you a little bit better. Or maybe get them inspired by your story and the path you took to get where you are today. Then you’ll have a far greater chance of gaining a loyal customer.
What type of content to include:
When you’re creating your welcome series, you need to keep in mind something very important: what do you want your customer to do at the end of the series? What is the entire goal?
I mean, really… we are not just blasting out emails for nothing!
It’s important to structure your emails so they gradually build up to your end goal. Keep in mind, your goal can be anything. It doesn’t need to be a sale. It is whatever is best suited to your business.
This year we collaborated with Copywriter Renée Ouellette, who crafted an amazing Template for a Welcome Series.
Which is actually an amazing BONUS inside our Lead Magnet Tech Academy. If you’re looking to master the set up of your email newsletter and deliver your Lead Magnet with automation, you can click to find out more!
This is the structure that has worked best for us:
- Email 1: Your Main Introduction
- Email 2: Grab Your Reader’s Attention with a Story
- Email 3: Let them Know Your Epiphany
- Email 4: Reveal Your Benefits and Services
- Email 5: Your Final Call-to-Action
Think of your welcome series as a story. You need an introduction, some sort of high drama or peak, a resolution, and then an offer.
Your welcome series is an opportunity to share with your audience a behind-the-scenes peek at what you can offer.
So there you go!
A welcome series email may seem like something you can brush off but trust me, it’s incredibly valuable to take the time to build a solid series.
Once you set your emails to automation, you don’t even need to worry about it. You can convert a subscriber to a paying customer virtually effortlessly.
Take advantage of this marketing tool, and you will be so thrilled with the results.