One thing that people get overwhelmed with when it comes to their newsletter is the welcome sequence. If you’re not sure what I’m talking about, this is a slight upgrade to the original one-off email that you would send after someone joined your email list.
If you’re a business owner with any type of product or service that you’re selling, it’s a great idea to take your single welcome email up a notch and get more bang for your buck with a welcome sequence.
In today’s blog post, I want to break down 4 things that you should include in your newsletter welcome sequence!
Who you are + Introduce how you can help them
Someone just joining your email list has likely only recently found your website and your content. This means that they probably don’t know too much about you. I love taking that first email to do a quick introduction of me and my brand.
I totally believe in the power of sharing a little bit about you personally. However, this email should be focused on who you are in terms of how you can help them. Share just a little bit about what you do, why you do it, and why it should matter to them.
Avoid trying to sell your new subscriber on your products / services too quickly. Remember: they just found you! They may need a lot more time to trust you enough to buy from you.
Inspirational story about your business + what to expect
In your first email you’re doing a quick introduction about yourself and your business, so in your second email of your welcome sequence this is a great place to share a little more back story on why you do what you do.
This email included a story about how I got started and what that experience was like for my previous business. I ultimately ended the email with encouragement along the lines of “if I can do this, then you can, too!“
Something else you can do in this email, particularly if you don’t have anything you’re trying to sell to your audience, is to share a little more of what someone can expect from your email list. How often you send email, what day, what type of content you send.
How you can help them (aka your offer)
Here’s where we get to the really good stuff, right? After you’ve warmed up your new email subscriber, you can introduce how you can help them with their problem. This may be through your 1:1 services, a digital product, or something else entirely.
In the beginning of this email for my previous business, I literally opened it with:
“I’ve loved hanging out with you in your inbox over the past couple of days. It’s always one of my favorite things to be able to connect with like-minded business owners.
Since we’ve been hanging out and I’ve shared my business story, I wanted to email you today to let you know how I can help you streamline your business and finally look + feel like the pro that you are!
I like to include this because it helps me transition the conversation and lets them know I’m about to pitch something to them.
There’s a lot of things I could say about this email, but I’ll stick to two main points:
If your offer is a high-priced service…
These are hard to sell in a welcome sequence, and I’m telling you that from my own experience. If someone’s only just learned about your brand in the last week, they likely aren’t going to drop $1k+ to work with you after only reading a couple of emails (unless they’re really vibing with you). You can still introduce your service, as a way to let your new subscriber know more about what you do for your clients as they continue to build trust with your brand.
You could also take this as an opportunity to create a micro-offering, an idea I totally took from my friends at Wandering Aimfully. This can be a quick service at a lower price that gets them introduced to what it’s like to work with you and helps them solve a smaller problem. For example, if you’re a website designer, maybe you offer a website audit and give them pointers on how they can spruce things up before they’re ready to invest in working with you.
Worried about the length of this email?
I’ve spent so much time over the past 7 years worrying about how long my emails are. Here’s the thing: the people who really love your brand and are interested in working with you will read even a super long email.
I don’t necessarily think that an intro to your offer in your welcome sequence needs to be as long as your sales page. However, I also don’t want you to get hung up on a word count. Remember that this information is likely on your sales page, so you don’t have to include everything in your email.
Follow-up + a testimonial
Last but not least, don’t forget to send out a follow-up email! There have been so many times where I’ve wanted to read more or literally just respond to an email but time got away from me and then I forgot. This is why a follow-up is so important. Simply include a quick reminder about how you can help solve the problem they’re currently having.
You can also take this a step further and include a testimonial or two in the follow-up email. This will help show proof to your new subscriber that you know what you’re talking about and that people have benefited from working with you. You can include several of these straight from your sales page. Another idea is to turn this email into a case study all about the transformation one of your past clients saw after working with you.
Writing a welcome sequence for your email list doesn’t have to be as daunting as it may seem.
I know it’s all too easy to just ignore this task on your to do list month after month. However, if you’re a business owner with products or services to sell, it’s a good idea to have a welcome sequence that may help you hit your goals.