Everyone says you need it, but what is welcome sequence?
By this point, you’ve probably repurposed your Instagram or Facebook Lives into Opt Ins, you’ve decided if you’d like to create a Resource Library for your freebies, you’ve figured out which kinds of Opt Ins will work best for your audience and you’ve officially designed your Opt In Landing Page. Your clients and customers have downloaded your goodies either through MailChimp or ConvertKit and they’re officially opted into your email list!
Hooray!! You’ve done wonderfully, friend!
Now you’re ready for the email sequence. Because what good is your email list if you don’t ever send the emails, #amiright? Are you ready for it? I’m excited to walk you through all of the components of an awesome welcome sequence. Let’s dig in!
(Full Disclosure: Some of the links in this post are affiliate links, which means that I may earn a small commission if you choose to use the services (at no cost to you!). That said – I stand by, love and use ALL of the products mentioned in this post!)
This podcast is specifically about what a welcome sequence is, what purpose it serves, and officially walking through setting up a simple three day sequence that tells people who you are, what you do, and what you sell.
The gist, though? Welcome sequences help you turn strangers into friends, and ultimately into customers.
A welcome sequence is an automated sequence of emails that goes out automatically when somebody signs up for your list. This is something you set up ahead of time so that you don’t have to constantly log in to your email and monitor who signed up when and which emails they’ve received.
I usually use a simple three day welcome sequence, which I’ll explain next!
Pro Tip: Whatever your brand voice is (however you have a conversation with your friends), that’s the voice you use in your welcome sequence. It lets your new subscribers know who you are, gets your voice out into the world, and helps people remember you.
So first thing’s first, the sequence starts with a confirmation email, which all of your subscribers should receive. And now that the GDPR is officially a real thing, I also suggest having a “double opt in”, which essentially means that, just clicking to download the freebie isn’t enough. They also have to go to their email and click the “yes, I definitely want to subscribe” button within their email before they’re officially added to your email list.
They’ve double opted in. Hooray, they love you! Now, you’ll want to send your new fans a short (3 emails or so) welcome sequence.
The email immediately after the confirmation is the most important email. This one will be sent right after they confirm their subscription and it will contain a link to the page with the opt in content. Go over what they’ll get out of the video, what they should accomplish once they watch the video, and a link to download any of the extra content that should accompany the video (like blog posts) related to the opt-in they came through.
It’s also a great idea to share some of your most popular content and links to some of your favorite free resources.
The email on Day 2 is when you tell people what you do, what motivates you and some of your back story. Give them your elevator pitch, invite them to engage on Instagram with a hashtag, join a Facebook group and include a photo or a link to your Instagram so they can see you! Day two is taking them out for coffee and a cupcake.
Day 2 is also for any extra value you have that will support your new subscribers in whatever they’re working on, whether it’s blog posts or videos, etc.
The third email will contain a gentle upsell. If you have a product or service that you offer, tell them about it! Let them know that if they loved the opt-in content, then they will TOTALLY love the thing you sell that is the upgrade to that. This is what I do, this is who I serve, this is what I offer.
And of course, continue to give more value, more free content and a way to continue the conversation that you’ve been having with them through your social channels, additional blog posts and additional freebies!
Pro Tip: I also suggest asking your readers if they want to share their impressions or their results on social media! This way, regardless of if they actually purchase the product, they still have a way to support you and to thank you for all of the valuable content that you’ve just provided them without having to invest their money.
You don’t have to have a super long welcome sequence to have an effective welcome sequence. Your business already has enough moving parts, your have client work, products, customer support, the side-hustle, it’s important to focus on simplicity and effectiveness.
Once you set up your welcome sequence one time, it works for you over and over and over. To actually get this set up, you will need an email service provider! If you don’t already have one, the most common two options are MailChimp and ConvertKit (read/listen to the podcast episode about the Pros and Cons of MailChimp versus Convertkit!)
If you only plan on having one opt in and your budget is really low, I recommend MailChimp. They offer free automation (a relatively new feature!) and if you’re not worried about having several opt ins and segmenting and tagging, MailChimp is a great choice.
I personally use and love ConvertKit. You can have as many opt ins as you want without sacrificing segmenting and tagging, which is really important once you’ve grown your list a bit.
Basically, this means that you can add everyone to a master list, but you can also still keep track of where everyone came from (which is important if you have multiple products or services that would work for some of your tribe, but not everyone). Ultimately with ConvertKit, you don’t have to worry about combining lists or keeping everyone separate. It allows for much more customization.
So, what do you think? Are you ready to write that email sequence and start communicating with (and hopefully selling to) your audience??! I’d love to hear your feedback in the comments!
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