TOC #81: How To Write A Simple Email Welcome Sequence
(July 12, 2022) Email Marketing Series Part 4: Your easy 4 step guide to writing your welcome sequence!
In part one of this series, we talked about how to grow your email list with a lead magnet.
In part two, we talked about how to get the right people on your list with high-converting opt-in copy.
In part three, we talked about how to keep your subscribers engaged with a regular newsletter.
Now, in part four, we're going to talk about how to write your email welcome sequence.
This is the last *official* part of the series, but I will be back in your inbox on Friday to share some more tips for writing the best subject lines!
Let's get into it!
What is an email welcome sequence?
An email welcome sequence is the string of emails (scheduled 1-4 days apart) that get sent to a new subscriber after they join your email list.
These emails help these new subscribers get more familiar with you, your brand, and your business, so they can make an informed decision about whether or not they want to stick around and stay subscribed to continue getting your regular emails.
(You are sending a regular newsletter now that you know how awesome they are, right?! 😏)
What do I write in this welcome sequence?
Your welcome sequence can include information about…
who you are (definitely lots of this!)
what you do
who you do it for
why you're qualified to do what you do
what they'll get as a member of your email list (don't forget to add this!)
& anything else you deem relevant enough share with your subscribers / anything you want them to know about you or your brand from the get-go!
What are the emails you recommend sending for a simple, optimized welcome sequence?
#1 - Freebie delivery
Send them a short and sweet email either delivering the lead magnet, with a promise that you'll return to their inbox the next day to give a proper introduction.
(No one reads the actual content of these emails, because they're too excited to get their freebie, which is why we keep it short & start the “real” good content in the next email.)
Alternative option: newsletter confirmation email - if you don't have a freebie to offer but you're marketing your newsletter as a cool reason to subscribe, this first email can be a simple confirmation that they've been signed up & added to your list.
#2 - Longer introduction
Share details about who you are, what you do, and who you do it for. This can be similar to writing a short About page - but make it feel conversational; like you're speaking to a friend.
(People appreciate personal details in emails like this, but if you'd rather keep it all about your ideal client / customer, considering following some of the tips from my Not About You About Page Formula.)
#3 - Services overview OR resources overview
Spend the next email giving a more in-depth look at your services (and giving more detail, like explaining how who they're best for / what the process is / what the results of working with you could look like) OR opt to share helpful resources you think they'd be interested in (like blog posts or Instagram posts).
#4 - Thank u & g'bye!
Thank them for sticking around during your frequent emails, and give them an overview of what will happen next.
(Ex: if you have a weekly newsletter, remind them when they'll be getting it, etc.)
Is that really all I have to include? Is it okay if I make it longer?
Your email welcome sequence can be as short or as long as you want it to be!
The above sequence is the most simple, minimal version, suggested for people who don't want to write a big, long sequence and would rather just get their email marketing journey started & work on growing subscribers (instead of spending lots of time drafting welcome emails).
You'll also want to consider the type of person reading your welcome sequence, and what you're hoping their intentions are.
If they just like your tips, and they're going to read your newsletter every week, and that's all you care about, opt for a shorter sequence. Subscribe to my friend Shannon's email list to see an example.
If you're hoping your subscribers will become clients, and you have a high-ticket item you're hoping to sell (aka if your investing in your services may feel like a bigger decision), you're going to want a longer welcome sequence to showcase all you have to offer, how qualified you are, what the benefits of working with you are, how you can help, etc.
Any other tips ya got for me?
Make it personable. Ensure that the tone of your emails actually sound like YOU, and reflect the way you intend to communicate with your audience in the future.
Keep things light & easy to understand. You'll be emailing them often, so you don't want to overwhelm them with information.
Ensure that your readers know the purpose of the emails. You'll want to make sure that you explain to them in the beginning that you'll be sending them a series of emails to help them learn more about you / your brand / how you can help, so they don't think “why the frick is this person sending me emails daily” and unsubscribe before they get a chance to get to know you.
Tell them when the welcome sequence emails have concluded. Similar to the above tip, you'll want to ensure your readers always feel informed & in the loop!
This is the last optional homework assignment of the series - and if you've done them all, this will also be the last step in your email marketing journey & once you complete the below, you'll be officially ready to get started!
Here's your homework:
Create a welcome sequence workflow. Reminder that I use and love Flodesk as my email marketing service provider because it's so easy to create workflows and send pretty emails—use my code “BTLCOPY” for 50% off!
Find some inspo! Search through your email to see the welcome sequences of people you've subscribed to, or check out your favorite creators & see if they have an email list you can join.
Fellow copywriters Kaitlyn of Copy Uncorked and Natalie of The Brand Copywriter both have great welcome sequences to subscribe to, if you're looking to see how it's done in practice!
Write your welcome sequence. And get ready to get started with email marketing! 🥳
& that's it!
>> Stay tuned for the last element of the Getting Started With Email Marketing series coming to your inbox Friday morning all about how to write great subject lines. 😎
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Hi, I’m Sara Noel—website copywriter and marketing mentor for creatives, copywriters, and all-around cool people. Thanks for reading this edition of the Tuesday Table of Contents! If you like my content and you want even more BTL in your life, here are a few ways you can connect with me:
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xo, Sara