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Welcome Sequences – What are they and why you need one

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Why do I need a Welcome Sequence

Why do you need a Welcome Sequence? Well, do you have a sign-up form on your website that drives people to sign up to your list?

Maybe you are even organised enough to have a Lead Magnet, Freebie, Opt-in, or some other juicy piece of content you are using to get people onto your list?! If so, first of all, make sure you have a landing page to direct people to.

But what happens once they do get on your list? Do you send them the download and then put them on your regular newsletter list?

Wouldn’t you prefer to nurture your new subscriber while they are most excited and willing to hear from you?!

Of course you would!

This is where a Welcome Sequence can be gold for you and your audience.

What is a Welcome Sequence?

The most basic definition, a Welcome Sequence is a series of emails you send to your subscribers once they join your list.

Imagine you signed up to a list, got your freebie and never heard from that person again. You would probably forget about signing up to their list, you may never even download the freebie. You are certainly never going to engage that person’s services.

A welcome sequence is the best opportunity to let your subscribers know who you are, what you do and what you can do for them. It is the perfect way to build the ever essential know, like and trust factor, capturing their interest and dazzling them with your expertise.

Yes, you want people on your list, that is why you created a freebie, but ultimately the goal of your list is to make more sales. You are not going to make sales off your list if people sign up then forget who you are. Get your welcome sequence working for you and you may just find clients knocking down your virtual door begging to work with you.  

The How

As with most things in business there is no secret formula for writing a welcome sequence.

You want to introduce yourself to your audience and make it authentic. You want to introduce who you are as a person and as a business as well as what you do and more specifically what you can do for your audience. And you want to pack it full of content so they love you from the start.

If you get the welcome sequence right, you will have your subscribers eating up every email you send from then on.

I hear you, you’re thinking “That’s great Mel, but can’t you just give me a straight answer, how do I create an engaging welcome sequence?”. Well, you’re in luck. While this may not work for everyone,

here is what I like to do…

I suggest 3-6 emails, depending on your audience and how much capacity you have for creating the sequence.

Email 1 is all about joining. If your subscriber joined because they wanted your freebie, this is where you cough up and actually give them what they asked for. The email doesn’t need to be lengthy or have much other information in it, that will come in the next few emails. Just send the download with a “Thanks for joining” type message and a little bit about who you are.

The next email is where you get a little closer to your audience. Tell them a bit more about you and what you do. Remember, they may have come across your freebie and know nothing about you, they just wanted the good stuff. So now is the time to let them know who you are.

From there, you can mix it up a bit. You could do an email resending them the download and reminding them to actually do the work, you could do an email answering the most common questions about the freebie, you could do a blatant sales email, you could do an email directing them to your blog, your socials, a low-cost offer you have or just giving them more of that juicy content they are craving. It’s your sequence, do what makes you happy.

In saying that, a few tips…

Make sure you are taking your subscriber on a journey. It needs to make sense where they are going. End the sequence with a call to the action you want them to take at the end. This does not need to be your only call to action in the sequence, but it should be the ultimate call to action.

Show your expertise, show off your skills. This is not the time to be shy about how utterly glorious you are. Stock your emails full of helpful, quality stuff. After all, they are on your list and should now be treated as VIPs. Show them what you can do and how you can help them live their best life.

If you are going for a longer sequence, dive deeper into who you are. In the first few emails, you can be quite general about yourself and what you do, but if you are creeping up to email 5, really show them your offerings and specialties. Throw in a testimonial or two to show them that you truly know your stuff. You want to build credibility here as well as bring in the community feel.

Which leads me to, inviting your audience to respond to your emails. Ask them how they went with the download, tell them to reply and let you know who they are, ask specific questions. If you continue getting responses with the same questions, then consider editing your sequence to answer that question or you could write a blog or send a newsletter specifically about that question. It can be a great way to get you more content to use across all your channels.

Tell your subscribers what to expect from here. You’ve got them all nice and cosy in your list and then bam, you stop emailing for a while. Let them know when you will be emailing them again. Let them know the sequence is over and they will get the usual regular emails from here on.

What about the timing?

You want to strike while the iron is hot so to speak. Obviously the first email should be sent immediately after your subscriber has asked for the freebie. Do not leave them waiting here.

Then make sure your name is kept at the front of their minds by sending the next email the very next day. From there you can start to space them out a bit more. Increase the length of time between emails slowly, but surely. I wouldn’t suggest leaving it more than a week between any emails.

What if I have more than one freebie?

Look at you go with being all helpful and sharing your knowledge. But, please do not re-write a whole sequence every time you choose to add another freebie. That’s just extra work for you.

You will need to make sure your list can be segmented accordingly so you are not sending the same sequence to the same subscriber at the same time, but you do not need to write a whole new sequence for each freebie. It depends on what your software can handle, but you can use the same emails for multiple sequences or even switch your subscribers from their download email to a main welcome sequence.

So, why do you need a welcome sequence?

A welcome sequence gives you the ability to connect and build a relationship with your subscribers. One email is not enough to build rapport and draw people closer to your business, but a sequence of a few emails can let your subscribers feel more connected to you and your brand. It can help them along the sales journey and ultimately, they may even engage your services.

It doesn’t need to be huge or daunting, start with a few emails and build on it from there.

If you can’t possibly handle this one more thing on your to-do list, why don’t you sit back, relax and get me to do it for you?

Learn more about my Done for You Welcome Sequences.

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