Email welcome sequence—Steal my 6-email formula
If you’ve managed to get a prospective customer to hand over their email address—whether in exchange for a lead magnet or as a result of a purchase—you’ve been given a powerful gift. That’s because welcome emails have the highest open rates of ALL THE EMAILS.
Here’s how to make the most of your ideal clients’ interest while it’s sky-high
Email welcome sequence—the benefits
Setting up an automated email series to welcome new subscribers will:
Boost engagement
A well-crafted welcome sequence can boost new subscribers’ connection to the brand. Not only does it make new subs feel spesh, it’s a great chance to deliver value and let them know how often they can expect to hear from you.
Boost conversions
When it comes to email marketing, your focus needs to be on delivering regular value to your subscribers. This positions you as a helpful expert—which increases the likelihood that your subscribers will come to you when it’s time to buy.
Boost brand awareness
Your welcome sequence is the ideal time to communicate your value proposition and what sets you apart. These days, buyers are much more likely to buy from a business that aligns with their values, so be sure to communicate what matters most to your team, as well.
Boost customer knowledge
Use your welcome sequence to gather important data about new subscribers—so you can personalise future email campaigns. With a bit of strategy, you can make subscribers feel at home and learn more about their interests, preferences, and buying habits.
Boost bang for your buck
Email marketing offers the biggest ROI of any digital marketing channel—and welcome sequences are a super cost-effective way to connect with new subscribers. Take it up another level with automation and you’ll save heaps of time and money in the long run.
A winning welcome sequence
Enough chit-chat. You’re here for the goods. Here’s how to write a winning welcome sequence that’ll give your subscribers all the warm fuzzies.
Email 1: Welcome and lead magnet
Set this baby up to deploy ASAP after the person subscribes. Be sure to:
Explain who you are
Thank them for subscribing
Deliver the lead magnet
Set expectations for what’s to come
Use a PS to create excitement for the next email
Email 2: Major pain point
In this email, your goal is to be helpful. Take the opportunity to:
Bust a common industry objection
Address a prominent pain point
Spark interest in the solutions you have on offer
Remind them to pick up their lead magnet
Explain what’s coming and how it will make life easier
Email 3: Customer success story
Here’s where we demonstrate your expertise! Tell a story about a customer you’ve helped, including:
What life was like before you came on the scene
How you helped
What the customer is experiencing now
Link to helpful content on your website to make their life easier in the meantime
Encourage subscribers to get in touch, book a call, or hit reply for more information
Email 4: Special gift
Depending on what you’re selling, a discount code or freebie can go a long way here. Now’s a great chance to offer a subscribers-only discount code for:
A product that suits their needs
A digital product that will make life easier
A lower-priced experience (like a masterclass) to give them a taste
Email 5: Personalised offer
Now’s the time to strengthen the relationship and give your subscriber the chance to opt-in to your offer. In this email:
Remind them about your excellent lead magnet
Tell a compelling story to let them know that you *get* them
Introduce your solution—encourage them to reply to your email or book a call
Email 6: Reminder and opt-out
This is a gentle shit-or-get-off-the-pot reminder about your excellent service. In a friendly way (of course!):
Remind them about your offer
Address some objections
Encourage them to book
Offer them the chance to opt-out
Next steps
Once your new subscriber has been through this automation, you can pop them into your nurture sequence—unless they’ve unsubscribed, of course.
A word on unsubscribers…
Losing subscribers can be disheartening, but remember:
💥 you’re there to serve your engaged subscribers
💥 the one that got away probably wasn’t going to buy from you anyway
💥 it’s more cost-effective to have a smaller (but keener!) email list
Just focus on providing quality content that your people want and don’t fret about the people who are not for you.
I’ll level with you:
Email strategy can feel tricky if it’s your first rodeo. But help is at hand! My HyperFocus Email Weeks include a full strategy session. We’ll map out your email marketing goals in alignment with your business objectives. Then you’ll get back to doing boss things—like thrilling your customers and maintaining the *perfect* work-life balance—and I’ll get to work writing your emails!
At the end of the week, you’ll get your hands on letter-perfect, professionally proofread, aligned AF email sequences. All that’s left to do it pop your ready-to-load emails on autopilot and get ready for more clicks, more connection, more conversation, and more conversions!
Martha Barnard-Rae is a Denmark WA-based SEO copywriter. She supports businesses in Denmark, Albany, the Great Southern and beyond with all the wordy things they need to stand out in the best possible way.
Her words live on the websites, blogs, videos, emails, and socials of businesses all over Australia. An accomplished speaker, Martha helps brands, business owners, schools, and Government Departments understand what they need to do to find their voices.
Martha holds an Honours Degree in English and a Master’s Degree in Education — communication truly lights her up. When she’s not crafting delicious words, you’ll find her walking two giant pooches, practicing her ukulele, or wrapped around a cup of tea, planning out her next Instagram reel.
To stay up to date, join the Word Candy crew on Instagram, or connect with Martha on LinkedIn.