How to write an email welcome sequence that makes your subscribers love you

In the last couple of weeks we’ve been talking about email marketing and how you can get started by using a lead magnet to build your email list. This week we’re going to talk about the first set of emails that your new subscribers will receive from you when they opt in to receive your lead magnet - the welcome sequence.

What's a Welcome Sequence?

A welcome email sequence is a series of automated emails that get sent to your new subscriber immediately after they sign up. Your email management system should have automated process or workflows that allow this to happen automatically. Yeah, you need to set them up, but it’s a simple trigger and action - the trigger being that someone opts-in to get the lead magnet, or even just requests to be on your email list, and the action is that they get sent this sequence of emails to welcome them.

The purpose of these emails is to introduce you and your brand, to build trust, provide value, and set expectations for future communications. The goal is for you to make a good first impression and start a relationship off on the right foot. And of course, if you’ve promised to send them something as a lead magnet, part of the purpose of your welcome sequence is to deliver it - and typically in the very first email, and typically immediately after they opt-in, so that it lands in their inbox within minutes.

I’m often asked how many emails are included in a typical welcome email sequence, and how often they should be sent - and I’m afraid there’s no right answer here. I’ve seen as little as 3 emails sent over the course of 5 days, and I’ve seen as many as 12 emails sent over the span of a month! It really is up to you. A few things to note though - do not make the emails themselves lengthy. It’s better to send your subscribers a larger number of short and sweet emails than a couple of essays. Also, be prepared for the open rate on the emails at the end of your sequence to be much lower than the ones at the beginning of your sequence. That’s just the way it goes. So, what does that tell you? That you should put your most important, your most compelling, your juiciest content in the first few emails, right?

Content

So, let’s dive into content, because really, this is what’s most important. Welcome sequences often include a combination of the following types of content:

• Introduction: A friendly greeting that introduces the brand and welcomes the subscriber to the community.
• Explanation of benefits: An overview of what the subscriber can expect to receive from being a part of the community, such as discounts, special offers, or exclusive content.
• Setting expectations: A clear explanation of the frequency and type of future communications that the subscriber can expect to receive.
• Extra value: An offer of something of value, such as a discount, a free trial, or a resource such as an e-book or guide.
• Personal touch: A personalized story that connects with the subscriber on a more personal level and helps build a relationship.
• Call to action: An invitation for the subscriber to take a specific action, such as following you on social media or checking out your website.
• Social proof: Testimonials, reviews, or case studies that show the value you’ve brought to others.
• BTS: A behind-the-scenes look at you, your brand, your team, and the values that drive the whole operation.

The content and focus of each email can vary, but the overall goal of a welcome email sequence is to create a positive first impression, build trust, show the value you bring, and set the stage for a long-term relationship.

Extras - What to Do, What to Avoid

Now, I want to talk about a couple of extra ways to add content appeal to your subscribers, and one thing you might want to avoid.

First, personalize your emails. People love seeing their names. Most email management systems will have a feature that let’s you add your subscribers first name into the greeting and throughout the body of the email. It’s a nice touch. Because you always want to write your emails as if you’re writing to just one person; never start your email like ‘Hey everybody,’. Yes, we know that you are writing to a list of people, but your subscribers are individuals receiving your email. So write to that individual. Adding their first name to the subject line increasing the open rate substantially!

Second, ask them to reply to you. Ask them what they think about something you’ve written. Ask them to tell you about themselves. Your subscribers know that they are on an email list, but if you are asking them to reply, they are being invited into your world. They know that they are not just a subscriber to you, you are treating them like a real person!

And the word of caution: Something that I often get asked is ‘Can I do a sales pitch in the welcome sequence?’ It's important to consider the overall goals and objectives of your welcome email sequence when deciding whether or not to include a pitch. If the main goal is to build trust and establish a relationship with the subscriber, a pitch may not be the best approach in the early stages; in fact, it might harm your reputation. It might simply lead to unsubscribes. However, if the goal is to drive conversions, a well-crafted pitch that provides value and highlights the benefits of your product or service may be appropriate. Maybe. And it's also important to consider the context and timing of the pitch. A welcome email sequence is an opportunity to create a positive first impression, so it's best to focus on building a relationship before making a pitch. No one wants to be pitchslapped as soon as they’re introduced to you and your brand.

Your Next Steps

Now, I know I gave you an awful lot of vague instructions here, but there is no one right way to write a welcome sequence. It’s up to you, your brand, the type of audience you are targeting, your offers, etc. There are a lot of welcome email templates out there - some better than others.

My advice? As you opt-in to other people’s email lists, start paying attention to their welcome sequence. In fact, start taking screenshots or saving those emails. I have folders FULL of email sequences (and sales pages, and quizzes, and websites, and checkout pages, etc.) that I like. Write down what you like about it - how do you feel about the number of emails in the sequence? How about the length of the actual emails? Do you like the content? The tone? Was there anything that turned you off, or doesn’t feel like ‘you’. Or is there something that felt really authentic to you? If so, be inspired by it - I’m not saying steal it; make it your own - use your own voice, add your special touch.

And, if you opt-in by taking my quiz or sign up for my free training, let me know what you think of my welcome sequence!