5 steps to creating the perfect welcome sequence
Martha Warner 
Do you want to create a welcome sequence, but don’t know where to start? Check out these 5 steps to get started!
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Photo by Belinda Fewings on Unsplash
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First impressions matter.
When someone new signs up for your newsletter, how are they welcomed? Do you send them a welcome? Do you send them a freebie and then ghost them? Do you bombard them with all of your offers? Or do you have a sequence of emails set up for them to get to know you?
Creating a well thought out welcome sequence is an important part of any effective email marketing strategy. But how do you even get started? What do you include? How many emails do you send? How do you know if it’s working?
These are just a few of the questions we answer in this blog post. Read on to learn the 5 key steps to creating the perfect welcome sequence.
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Decide how you will collect subscribers email addresses
The first step in creating a welcome sequence is securing a new subscriber. So how are you getting people to sign up for your newsletter? Probably through a lead magnet. A lead magnet is usually a piece of content or an offer that provides value to the potential subscriber in exchange for their email address.
When creating a lead magnet, it is crucial to know your audience and what they actually would find most valuable. Your lead magnet should offer a clear solution to a problem they are facing. Once you have decided what you would like to offer, it’s time to select the type of lead magnet you want to provide.
Some common options include:
Ebooks. An ebook is a great way to share information in a longer format.
Checklists. You can usually solve a lot of people's problems with a step-by-step checklist and who doesn’t love a checklist?
Templates. Templates are another great option when people are feeling a little stuck and don’t know where to start.
Webinars. A webinar is a fantastic way to show your authority in your field, but they’re also great because you can create a webinar once and share it over and over again.
Quizzes. As a former Teen Beat quiz master, quizzes are a fun way to gain new subscribers and an easy way to segment your list for future emails.
A free trial. Lead magnets don't always have to be something that you download; they can be as easy as offering a sample of what your larger offer is.
Once you have created your lead magnet, it’s time to create the opt-in form where your subscriber can enter their email address and typically their first and last name.
Then, you’re ready for promotion. Promote your offer across different channels for your best conversion rate. Share it on social media, blog posts, email marketing, guest blogging, video promotion, and SO much more.
You then need to set up an automated email response to deliver the lead magnet as soon as someone enters their email.
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Send your new subscriber a welcome email
After your new subscriber signs up for your list and receives their freebie, it is time to welcome them to your little corner of the world. Simply sending them the freebie won’t cut it if your end goal is to convert them into a paying customer. (psst…that should be the goal!)
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Your welcome email will set the tone for your future interactions with your new subscriber. The goal is to make the first impression count and make a positive impact.
Make it personal. Personalize your greeting by adding in their first name.
Show gratitude. Let them know that you are happy they decided to join your email list.
Share who you are. Tell your new subscriber a little bit about yourself and the story behind your business.
Let them know what to expect. Do you send out a weekly newsletter, or do you just send a once a month update?
Provide value. Offer something valuable from the start. This could be a special offer, exclusive content, another free resource or a series of helpful tips.
Encourage engagement and feedback. Share other ways of connecting with you, such as social media, your website, or ask them to reply to your email.
Include a Call to Action (CTA). Always include a CTA and what you would like your subscribers to do. For example, remind them to download the freebie you just sent, check out your website, or reply to your email.
Follow email compliance regulations. Always make sure your emails end with the option for your subscribers to unsubscribe if they wish to no longer receive communications from you.
Create a series of emails
After you have sent your initial welcome email, you should follow it up with a series of emails to help your new subscriber get to know you and your brand. The goal is to now nurture the relationship and guide them towards becoming engaged and loyal customers.
There is a lot of information out there that will suggest you send up to 6 emails in your welcome sequence, and some other brands telling you that you should at least send 2. It’s up to you how many emails you want to include, but here at Martha Warner, LLC, we include 3 -5 emails in our welcome series. The sequence of emails will typically be sent over a span of a few days or weeks.
Some ideas to send include:
Educational content.
Testimonials or reviews.
Additional resources.
Interactive content.
Storytelling pieces.
Promotional offers.
The key to a successful welcome series is to balance information and promotion. Provide value to your subscribers while guiding them towards becoming more engaged with your brand. Always be authentic in your messaging and tailor your overall messaging to your business goals.
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Test and refine your sequence
After your welcome sequence is up and running, you will need to frequently look at how it is performing. Check out key metrics such as the open rate, click through rate, conversion rate, and unsubscribe rate. To learn more about these different types of metrics, check out this post.
According to Hubspot the average open rate across various industries is about 39%. (Reach out, and I can help you get results like a few of my clients who average well above 65% 😉)
Click through rate is the percentage of readers who clicked on one or more of the links or buttons you provided within your email. You can improve your click through rate by having one clear CTA. According to Constant Contact, the overall average click through rate as of September 2023 is 1.33%.
If you are curious what a typical unsubscribe rate is, Mailchimp has found that the average unsubscribe rate is about .26%.
These metrics will give you insight on what is working and what could use some improvement. You can also try A/B testing different elements, like subject lines, CTAs, and the actual content of your emails. This will give you a better understanding of what is engaging for your readers.
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Don’t forget about them!
Your audience is already engaging with you when they sign up for your email newsletter. But it's your job to keep them engaged. You don’t need to bombard them with emails, but you should make a plan to send them an email on a regular basis. At Martha Warner, LLC, we typically send an email every other week with an occasional promo thrown in. MOst of my clients send weekly emails, but you can send a newsletter once a month. Make sure what they can expect from you is clearly laid out.
Plain and simple…your email list is your number one way to boost sales. Your email list is entirely yours! You don’t have to worry about another algorithm switch on social media or rely on other leads to make sales.
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If you have been in a slump and haven’t sent your email list anything in a while, check out ourre-engagement sequence offer. It’s a great chance to remind your audience why they love you and show them that you are still here!
Categories: digital marketing