Do you have a strong welcome series for new people on your email list?
First impressions in the marketing industry are huge- and if yours doesn’t go well, if can be hard if not impossible to come back from!
A high-quality welcome series for new leads is vital to:
- Creating a positive first impression
- Motivating your readers to keep opening what you send
- Building a solid foundation for future sales.
Your leads likely come from opt-ins where you give away something your target audience wants. People give you their email not because they WANT to subscribe to your list necessarily, but because they want your opt in.
Your job then becomes to convince them that your company ROCKS and that they should be excited every time one of your emails pops into their inbox!
How can you do this effectively? Here are a few tips:
#1 The Welcome Email
In your welcome email you give your new reader access to the opt-in they wanted. This may seem like a simple task, but remember, this is your FIRST IMPRESSION of your company! According to data from Experian, the average open rate for welcome emails is 58%. That’s probably the highest open rate you’ll ever have for any one email!
You want to personalize the email by:
- Addressing the reader by their name
- Including your photo and signature
- Making it obvious and easy to find support/help if needed (even advertising a free consultation, if that’s something you do)
- Adding some personality to the text- it should read like a letter from a friend, not a textbook
- Ensuring your opt-in is exactly what they were hoping for and MORE
Psychologically, people want to know you are competent and have good intentions. If they feel like you underdeliver, are unprofessional, sound fake or like you just want their money, they will likely unsubscribe immediately OR never open one of your emails again.
Tip: At the end of your welcome email, include a “curiosity loop” in the P.S.! This is a teaser that gets them excited about your next email.
#2 Provide A Quick Win
At the end of your welcome email you should have ended with a promise/teaser about what would be in this email. Give them what they want right away (i.e. Just as promised, here is the WXYZ).
I recommend giving something that will provide them a “quick win” that they can use immediately to help improve one of their pain points.
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Don’t worry about a fancy CTA in this email- your focus should be on GIVING them tons of value without asking anything in return.
#3 Create Emotional Connection & Relate To Your Audience
The third email is all about YOU and your brand and how your relate to your audience. In this email, consider all the following points:
- Why should your reader care about you?
- How do you relate to them?
- Why should they LISTEN to you?
- What problems did your reader sign up to solve, and how are you the answer to those problems?
Get vulnerable and real with them. Create a vision in their mind of your brand and purpose. The more you can relate to them, the more they will trust you. Go deep into their pain points by expressing how you once experienced them too. Then show that you overcame them and can help them do the same.
This email might end with a CTA inviting them to sign up for a call with you or start one of your programs. You should also invite them to follow you on social media, sign up for a free Facebook group or become a part of your community.
#4 Surprise With More Value
Remember, you will build trust and a favorable impression as you continue to overdeliver. In your final welcome-series email, provide more value for your reader. Point them to your most popular blog posts, give them a free PDF download, show them your favorite resources, etc. Basically, give them free stuff that they want and need!
You can also include a time-sensitive CTA in this email. Encourage them to sign up for a call with you (and emphasize that spots are limited) or offer them an exclusive deal only for new readers. You can also include some testimonials or success stories in this email.
How Far Apart Should These Emails Be?
Your audience will be the most engaged during your welcome series because you are new and exciting. Stay on the top of their mind by sending them 1 email each day. After your welcome series is over, I recommend sending 1 email to your list on the same day every week.
Need help setting up a killer welcome series? I have some effective email templates that I would be happy to share with you! For access to them or for any other related questions, claim a spot on my calendar here.
Have a great week.