Email Marketing

What is a Welcome Sequence

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…welcome sequence email marketing 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:

  1. Deliver the resource you promised
  2. 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.

welcome sequence email marketing listen to youFlagged 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 welcome sequence email marketing get socialyour 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.

welcome sequence set upSign-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.

Author: Shane

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18 Comments

  1. So ok, you capture the person’s email address and then send a sequence of email messages welcoming the person into your fold?  That’s pretty cool.  This would be like a set it and forget it type responder?  It would automatically send these emails after the person opted in, correct?  That’s pretty amazing.  So what programs would be good for a beginner to start sending these automatic emails?  I had an email responder years ago when I was in real estate, but it was almost $200 monthly, so I can’t do that now.  I’m sure there are much less expensive options?

    1. Hi Babsie!

      Thanks so much for taking a look the time to comment on my post! I’ve actually come across your site and read some of your content!

      Yep, it certainly is like a set it and forget it type of scenario. Once it’s set up, you can configure it to go out to your subscribers as they are added to your list. 

      For a beginner, it’s hard to go past GetResponse. It starts at $15/month and has a generous 30-day trial to allow you time to learn how to use it. I remember when marketing automation systems were $200+/month… luckily we have some lower cost options now!

      Take a look at GetResponse and let me know if you have any questions Babsie!

      Cheers, 

      Shane

  2. I am thining about starting an email list so thipost is just what I was looking for. everyone says that having an email list is key to growing your success so i hpe that i works out for me. I will be sur eto follow the advice that you have shared with us here. that you, it is s helpful for knowledgable people to share what they know with newbies like me.

    1. Hi Chris, 

      Thanks so much for taking the time to comment on my post!

      The best way to learn how to build a list is to jump right on in! You’ll need an email auto-responder/marketing automation system to help get you started. Check out this article for a few reasons why you need a marketing automation system. 

      Thanks again Chris. 

      Shane

  3. Hello Shane, Thank you for sharing this post. I now have a deeper understanding of the process of building an effective trust relationship within my customer base. This welcome process is set out in a way not only makes sense but is clear and informative. I had no idea about whitelisting until I had read your article, thank you for helping me understand this better. I will be back for more information in the near future.

    Cheers Cass

    1. Hi Cass!

      I appreciate you taking the time to comment on my post, thank you!

      White-listing is crucial to making sure your email arrive in the inbox and to maximise deliverability. 

      Thanks again Cass!

      Cheers, 

      Shane

  4. I really like how you compared the way people market themselves is in the same manner someone would sound if they asked you to marry them on a first encounter. It made me laugh but also give it some thought. I know I get too many emails as it is and when sites ask you to just sign up for the newsletter with little to no background, I immediately click off of it. They put a bad task in your mouth just as if they asked to marry you. Good analogy and advice.

    1. Hi Joseph, 

      Thank you for commenting on my post, I really appreciate it!

      Thank you for your kind works. Please let me know if you have any questions or if there is anything I can do to help. 

      Cheers, 

      Shane

  5. I think many people are so used to interacting with others we know in the digital world…that many forget how to behave and act cordially to someone new.  Thanks for pointing out the basics of a proper introduction online.

    I agree with you that part of the email subscription process is setting proper expectations.  Giving details on what your subs can expect to receive from you and how often you’ll be reaching out to them.  Early on it’s a great time to let them know you aren’t going to constantly blast them,  Over-deliver…and always leave them wanting more.

    1. Hi Tim, 

      I appreciate you taking the time to comment on my post, thanks Tim!

      Thanks so much for your kind words! You’ve hit the nail on the head by mentioning to over-deliver…

      Thanks again!

      Cheers, 

      Shane

  6. This is a welcome article.  I have been thinking that it is time to get started with an autoresponder.  The problem is I dont want to waste my time or money if I dont know what I am doing.  Do you know if the autoresponder companies offer good tutorials or if there are any because when I sign up I dont want to waste a second. Thanks for the great article.

    1. Hi Dale, 

      I really appreciate you taking the time to comment on my post, thank you Dale!

      GetResponse is a great email autoresponder that won’t break the bank (it starts at $15/month) and has some very useful tutorials and other support avenues. They also have a full-featured 30-day trial to allow you to get set-up and start learning before you’re ever charged a cent. Check them out here.

      Thanks again Dale!

      Cheers, 

      Shane

  7. Hi 

    Thank you for this very useful and helpful article.

    I agree it is about building relationships and in turn trust, which if often forgotten.

    I am still at the stage of thinking about email marketing and i am so glad that i came across your helpful article because now I have a template to work with and info about auto-responder will be back for more information from you.

    Many thanks

    Jennifer

    1. Hi Jennifer, 

      I appreciate you taking the time to comment on my post, thanks so much!

      I also appreciate your kind words. All the best for your future marketing success!

      Cheers, 

      Shane

  8. I found your blog very useful. The welcome sequence is good also for “in person” meeting. I will book marked your site as a remainder. I think the most difficult part is to answer: “what should they listen to me?” I must learn a lot about the email marketing strategy to implement in an appropriate manner the welcome sequence. Thank you for sharing this information 😊

    1. Hi Maria, 

      Thanks so much for taking the time to comment on my post, I really appreciate it!

      It most certainly is useful for in-person meetings! In fact, I use a whole heap of marketing automation to improve the client experience in my offline businesses. 

      Thanks again Maria!

      Cheers, 

      Shane

  9. I want to thank you for the help that you have given me. I have been researching on how to set up an email sequence.
    I just set up my first email campaign with the information you have provided. When I saw the title of this article, It caught my eye.
    I had the question, what is a welcome sequence when I first landed here. It is just as the title states. Welcoming.
    I never wanted to set up an email campaign as I didn’t think I could make it personal instead of like I was selling something. Seeing Welcome Sequence in the title made me think reading your post might help. I was right.
    I still need to work on it, but I have a better understanding of how to personalize it now.
    I hope that others will find this information as I think it can benefit others who are looking to try email marketing as well.

    1. Thanks Lee Ann! I’m so glad that I was able to help!

      Please let me know if you have any questions or if there is anything else I can help with.

      Cheers,

      Shane

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