When you first meet someone, there are basic social conventions that we observe. For example, we probably don’t ask someone we just met to marry us… but that’s exactly what many marketers are doing on the internet. Typically (in real life), we will introduce ourselves, engage in a conversation, find out a bit about the person you just met and probably explain a bit about who we are.
Well, that is basically exactly what a ‘Welcome Sequence‘ is…
Nice to meet you…
Someone usually joins your email list after being offered a free resource so the first steps in a Welcome Sequence is to:
- Deliver the resource you promised
- Introduce yourself
In practice, this may look like this:
“Hi [first name],
Thanks so much for requesting my [awesome free resource]. You can download it by clicking here [insert link to download]
If we haven’t met before, my name is [your name] and I [discuss niche].”
So now that you’ve delivered the resource and introduced yourself, it’s time to let your new subscriber know why they should continue to read your emails…
Why Should They Listen To You?
The next part of the Welcome Email is to describe the benefits of being a subscriber. Talk about the content you create, the special offers that you give your list access to and how often they can expect to hear from you.
Flagged As Safe
In this part of the email, you will be encouraging your prospect to ‘white list’ your email address. This will help your email deliverability and increase the likelihood that you will end up in your prospects inbox… rather than the promotions or junk folder.
If you don’t know what ‘whitelisting’ is, or unsure of how to instruct your subscriber how to ‘white list’, I’ll be preparing a separate article to explain this in greater detail.
Let’s Get Social
If you are active on social media, make sure that you invite your new subscriber to follow/connect with you on as many platforms as possible. You’ve got to remember that as soon as someone subscribes to your list, this is likely to be the most engaged with you and your brand for a while (until you have built a relationship with your new subscriber), so you need to capitalize on the opportunity by getting your new friend to subscribe themselves to other channels that you publish content on. This could include Facebook, Twitter, LinkedIn, Instagram, Google+ etc.
Sign-Off & Set-Up
Now it’s time to sign off. Please always have your emails coming from a person… people don’t build relationships with brands, they build relationships with people. I often see emails being signed off by a company…
The email doesn’t end when you sign off, rather you will want to “set-up” your subscriber for the next communication. I like to do this with a “P.S.”. For example:
“I have a few special bonuses planned for you and I’ll be sending the first tomorrow… so keep an eye out for that…”
How To Bring It All Together
A ‘Welcome Sequence’ is usually delivered by an email autoresponder and forms part of an overall email marketing strategy. The beauty about marketing automation is that the Welcome Sequence can be delivered to leads at all times of the day, no matter where they are in the world. This means that you could basically be asleep and you could be building a relationship with a new subscriber.
To find out what else marketing automation can do, check out this blog.