Before you begin writing a welcome sequence.
You need to know that emails are split into 3 different categories.
3) Engagement emails.
A welcome sequence uses the first 2.
So let’s focus on those.…
Enter the nurture email. This email is what will connect you and your customers together into a harmonious relationship.
Good nurture emails consist of stories, testimonials, and raw human writing.
They’re built to create a connection, and help the buyer realize that “Oh, I really want to buy this” and “Wow, this company is great”.
It works literally as it’s called, to ‘nurture’ the people on your list. And only when you’ve sprinkled enough of these types of emails on them…
You can fire a sales email. The sales email then takes them to the sale, of course, and presents an option for them to buy.
The sales email makes them aware of the pains and tries to convert them into paying customers.
Engagement emails…are for another time.
How do you form an effective welcome sequence? And how many emails should you include?
My answer is 5-6. But Jane round the corner may say 3. And Steve next door might say 10.
It’s subjective. And different amounts work for different companies.
So today we’re focusing on a 6 email welcome sequence.
Around the 3-4 mark is when you’ll be selling. But everything before that is helping to welcome your subscribers to your list with intelligent nurture emails (like we mentioned before).
To make it simple, I’ve broken the 6 emails down.
This is how it would look…
Depending on how you got them onto your list, whether they signed up for a FREE ebook or they wanted a 10% discount code. The first email will provide what they signed up for.
So, number 1. Give them the incentive that they signed up for. Straight away.
Subject line: Here’s your insert thing.
The body: Follow with a short introduction about who you are and what your brand does. Then a little few lines about what to expect in…
Email 2 (nurture)
A nurture email that tells a story about the brand. This can be anything.
A founder story. The reason you started what you started. A pain you faced that they can relate with.
Think of an idea they can relate to.
(We’re not selling yet).
Email 3 (another nurture)
Now we can sell a bit.
This email is a second nurture email that tells ANOTHER story about the brand.
Think of another story to relate to your audience.
Then at the end introduce a soft CTA to your product.
Email 4: Full sell
A reminder email – that their discount coupon (from email 1) is expiring today.
Or a reminder email – that asks them how the FREE ebook you gave them is going. And introduce what exactly it is that you want to sell and how it can benefit.
Taking it back one step – A nurture (but with social proof).
Use this email to tell a story about one of your successful customers.
“This is sally. She was like you – bad back, couldn’t pick up her young children and felt like she was 65 even though she was only 30. Then she found our chiropractor band – and she’s feeling more flexible than ever”
The idea of this email is to build on the trust that you’ve been forming in the other emails.
It will make you seem more legit. And bring in the added benefit of social proof into their inbox.
Email 6 (URGENCY)
An urgency sells tells them their 10% discount is about to expire. And they have to use it TODAY.
If the incentive was not a 10% discount, you can introduce another story-sell for your service/product.
That was how to ‘properly’ welcome new subscribers to your list.
If you implement this sequence and stop using just 1 welcome email – you’ll see how much faster your audience will love you, and how much more revenue you’ll make!
Go run into the wild and give it a go…
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