The welcome sequence is a series of emails that your new subscriber will get once he opt-ins in your list.
Although this is not mandatory, and it’s completely up to you to make one, I believe this is 100% worth having since it has massive leverage.
Put it like this - once someone joins your list, they’re aware of your existence but they don’t really know you, what to expect, or how much you can really help them.
This is where our sequence comes in hand, it’s an automated and scalable way to get people to know and trust you.
Think about it backward, what would make you buy something from another email list?
- Trusting the person that’s selling
- Becoming aware of a problem you might have
- Becoming aware of the solution to that problem
- Being placed the right offer that solves that problem in front of you
- Believing it works
That’s why it is important to have a logical flow of initial emails being sent out to your new subscribers (I’ll cover that later).
You really have to make the most out of these initial emails as they have the highest open rates and click rates leading to being the emails that will generate more sales by consequence.
The end-goal of this series is to create a relationship with your readers to the point they trust you and they’re aware they need your solution/offer and then seal the deal.
Let's go over what you should include in your initial emails and how they all work together to take your reader from an unaware state to a ready-to-buy state.
Guidelines to a successful welcome sequence
When I became aware of what a welcome sequence was I had a lot of questions.
I’ll aim to answer them all in the topics below.
Welcome sequence length
This is a quite common question that I see people asking all the time, and it’s worth going over it.
Your welcome sequence can be as long as you need to let your new leads know about your brand and how they can take advantage of your paid offers.
I’ve seen people writing only 3 emails, and I’ve seen people using 30 emails.
If you’re still starting and you want to get a decent welcome sequence in place I recommend you aim to have 5 to 7 emails where at least 3 of them lead to a sales page.
Selling in the welcome sequence
You absolutely should sell in your welcome sequence, as I’ve mentioned above, your initial emails are the ones with the highest open and click rates making them the perfect source to drive sales.
An advantage of selling early in the process is that you’re setting expectations for the future. Your reader knows that you’ll be selling and he will either unsubscribe or get used to the idea.
Another advantage is that you’ll have a machine selling for you, without you needing to pitch your product every time.
You make it one time, and it will sell for you forever. It’s literally an automated cash-flow machine.
How to create the automation
Every platform that I’ve mentioned above has an ‘Automation’ feature in their website (might have a different nomenclature for it.)
You just need to set it up in a way that it sends automatically as soon as someone subscribes to your email list.
Ideal spacing between emails
I usually like to send the first email (welcome email) as soon as new subscribers opt-in so they get some information while their interest is at its peak, and then keep sending the next email with a 24h delay.
A cliffhanger is essentially a question that you left unanswered.
Using this you will be able to create a lot of curiosity throughout your sequence and make sure people will want to keep on reading your emails.
Here's a practical example:
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Breaking down the goals of your welcome sequence
Don't neglect this as the welcome sequence REALLY is that important and deserves your TOTAL focus.
Your reader wants to know what’s in there for him, that will be one of the decision factors that will make him choose to open or to not open your emails.
Things that I like to mention is what the reader can expect inside my emails such as content that I talk about, offers that I promote, and the frequency of the emails.
This way he will never be bothered by your offers or the high frequency of your emails since he already expects that to happen.
Remember that our goal is to make money, and that’s a byproduct of sending daily emails and promoting our offers regularly.
Avoid reaching the promotions tab
Here’s a little snippet that I like to use on the welcome email to get the readers to move me on to their primary tab so I’m reassured that my emails will be read (Include it in your first email).
If you don't want my emails to land on the promotion tab, do the following:
● Gmail Browser - Drag and drop this email into the "Primary" tab ● Gmail App - Hit the 3 dots at the top right corner > click "Move to" then "Primary" ● Apple Mail - Tap on my email address at the top (next to “From:”) > "Add to VIP"
If yo u suspect your emails are going for the promotions tab (e.g. awkwardly low open rate), make sure to include this snipper in the p.s. of your next emails.
Build a relationship with your readers
This is the most important key in our welcome sequence (after selling).
We want our readers to get to know us, to understand who we are, what obstacles we overcame, and how we overcome them (that should be similar to your readers' obstacles).
We want to build rapport, and the best ways to do that is to:
● Give valuable advice for free (framed carefully so it doesn't come off as invaluable) ● Tell your own story and sound like a real person ● Ask people about their struggles and truly care about helping them
Educate your readers
No readers will pay for your product if they don’t know they need it.
It’s your job to position it as a solution to their problems.
That’s why educating your readers on your solution to their problems over your welcome sequence is a crucial part that you need to include to turn readers into customers.
Your goal is to take your customer from his state of awareness to a state of commitment to buy your offer.
The 5 states of awareness
- Pain aware
- Solution aware
- Product aware
- Most aware
Here’s how you can achieve that:
1. Identify the level of awareness of your reader 2. Get them to consider your offer by painting a better life after buying your product 3. Get them to buy the product by showing what it has already done for others
You educate your readers into benefiting from your offer.
Think about it as a long sales letter divided by each email, that’s what it really is.
Sell your paid offers or services
Your welcome sequence is a cash-generating machine, it will sell for you while you sleep, people get in, receive your free value, pay for your offer, and get out with their problem solved.
You win, your readers win.
Let’s go over some rules you should have in mind in order to sell - note that this might not apply to your case as this is based on common sense and general cases.
When should I sell?
Sell in your last 3-5 emails.
Don’t sell in your first three emails, people are still not fully aware they need your product.
Turn your readers into fans
Last but not least, one of the main goals with the initial sequence is to turn your readers into true fans.
And that means making a stand and being unapologetically you.
Your true fans are the lifeblood of your email list as they’ll be the ones that recurrently buy from you.
In that case, here’s what you have to do:
● Display your uniqueness ● Tell people about your business core values ● Be brutally honest with your points-of-view and opinions ● Don’t try to please everyone has that would be your biggest mistake
If you do this correctly, people that resonate with your message will stick around and become raving fans of your content and trust in every offer that you push out.
Plant your offer seeds
If you want to create some suspense before revealing your products your services...
There's a really good strategy where you "plant the seeds" alongside the first set of emails (1-3)
- Mention how you helped your students with your X strategy (implying you have a proven strategy)
- Showcase that ONE student that got Y result (implying you teach students)
You're not promoting your service or product yet, but you're leaving the HINT that you help people somehow (you're not supposed to have a CTA to your offer inside the emails you decide to do this)
WELCOME EMAIL TEMPLATE
Before I talk about what’s happening over the next several days…
I want to congratulate you.
You’re obviously dedicated to what you teach people.
Not every person is as dedicated. So it’s great to have you here!
And it's safe to assume that you don't relate with people who don't want to improve in your area of expertise.
Here's what I mean...
Fill this some criticism on the people that don't improve
And that's not even the worst...That's just the tip of the iceberg...
Fill this with the consequences of not wanting to improve
That's not what I want for myself.
And that's not what I want for you either.
And I believe you’re at the right place at the right time.
Something brought us together.
And I’m excited to share my story and my experience with you.
And that's why in the next few days you'll hear from me with tips that completely CHANGED the life of my clients for the better (and this is not an overstatement...)
So keep your eyes on your inbox. You’ll be hearing from me soon.
P.S. I'm excited to have you here, and I can't wait to hear back from you.
Reply back and tell me why you decided to join and what you'd like me to cover in future emails. I personally read and reply back to every single email.