Have you heard of a welcome sequence and thought it would be great for your business, but don’t know the steps to take to implement one? Maybe you aren’t even sure exactly what it is. A welcome sequence is a series of emails you create and automate to send when someone joins your email list. This is important because when someone takes that first step to join your list, they are definitely interested in what you have to offer. A welcome sequence is your prime opportunity to share more about your business, build trust with your audience and ultimately convert those warm leads into paying clients.
How to: Create a Welcome Sequence
Steps To Get Started
The first step is choosing your email marketing platform, if you don’t already have this in place. There are plenty of options to choose from. Constant Contact, MailChimp and Kit are a few popular choices. Most platforms offer sequences and automations which you need to make your welcome sequence work. We are big Kit fans and highly recommend this platform. It offers a low cost option to get started and you can upgrade as your email marketing needs grow. It’s very user friendly allowing you to easily navigate and quickly get set up as you are learning all about email marketing. The primary goal is to choose a platform that fits your business needs, goals and budget.
The next step before diving into crafting the content of your welcome sequence is to create your lead magnet or freebie. A lead magnet is a free, valuable resource you create that appeals to your target audience. You share this as a free resource in exchange for someone’s email address. There are numerous options you can choose from for your lead magnet like a checklist, a how to guide, an e-book or even a discount code. The point of this is to give your audience something of value, at no cost, to showcase your expertise, build trust and nurture them for potential future sells.
The Flow
Now that you’ve chosen your platform and created your lead magnet, it’s time to write the emails in your welcome sequence. When first creating your welcome sequence, don’t get overwhelmed by trying to create all the emails at once. Start small, creating 1–3 emails at first. You can always add to it later. In your platform, navigate to sequences, give it a great name like “Welcome Sequence” and let’s get started!
1st Email (Immediately)
The first email in your welcome sequence should include the downloadable resource they signed up for. Use this opportunity to quickly introduce your business and welcome them to your email world with a brief explanation of what they can expect from you. Also, ask a question inviting them to reply with their answer. Be sure to answer any replies you get! This interaction is key to really building an engaging, solid relationship with your audience.
2nd Email (1-2 days)
Now, you can dive deeper into your brand story and the why behind your business. Why did you create this business? What’s your message to your audience? How do you help? Showcase your personality, maybe include a fun photo or fun facts about you to help build that connection. People love authenticity so show as as the real you!
If you have additional free resources, like a blog page, that may be helpful to your audience, share a link in this email. Also, include a short introductory line about your paid products or services with a link. You can add this as a PS at the end of the email.
Again, invite them to reply with any questions they may have. You don’t have to include a specific question this time, just a short line that let’s them know you are available and will respond if they have questions about your products and services.
3rd Email (3-4 days)
The third email is geared more toward showcasing your paid products or services. Include descriptive language about what you offer with direct links to buy. Share testimonials and client success stories, allowing your audience to see how you can help them get the results and fix the problem they have. Even if they aren’t ready to buy at this point, you are laying the foundation and letting them know how you can help.
Next Steps
Now that you have your welcome sequence written and ready to go, you will need to create an automation in your email marketing platform to send these great pieces of content to your audiences inbox. The steps will vary depending on your platform. Essentially when someone completes your lead magnet form this triggers your welcome sequence. Once they’ve completed your welcome sequence, you want to tag them or include them in your regular email list.
The key to success now is creating and sending consistent emails to your audience. You should strive for at least once a month, but more often work better depending on your business and audience. The goal is sharing valuable content and staying top of mind with your email audience to create the perfect environment to get the marketing strategy results you want and need!
Need a helping hand creating and implementing your welcome sequence?
We can help with that. 🙂 Schedule your free, 30 minute strategy call today!