The welcome email sequence is an opportunity for create a more “personal” relationship with your new subscribers. Use it to make your prospects and customers remember you, like you and trust you…
They have just given you their email addresses and the way you contact them will strongly influence the impression they will have of you.
In this article, you will see 7 best practices for make your prospects want to continue being part of your list.
1. Highlight the benefits
Your prospects have probably signed up to your list to receive a lead magnet or advice.
Your new subscriber may also be a customer who has just made a first purchase.
Take advantage of your welcome sequence to say or remind why they should open and read your future emails.
What will it bring them?
How will this help them meet their needs?
For example, you can offer:
- Private events;
- Offers reserved for subscribers;
- Exclusive content;
- Etc.
Put yourself in your prospects’ shoes and ask yourself what would motivate you to stay on your list and especially to open and read future emails.
2. Create suspense
You’ve probably noticed that often an episode of a series ends before a big reveal is announced.
“To be continued in the next episode…”
We call this make a cliffhanger and it is a formidable technique for creating suspense.
Use it to make you want to open and read your emails to the end, but also make you want to receive the next ones.
This will allow you toimprove your engagement rates.
For example you can:
- Use a catchphrase where you show that you will provide answers to one of their problems;
- Telling a story without immediately revealing its end;
- Announce a surprise.
The idea is to create curiosity to make your audience want to continue reading the email until the end, but also to look forward to the next ones.
3. Pitch your business
It is very likely that there are companies in your market that offer products and/or services similar to yours.
You must therefore stand out and make your prospects want to follow you rather than your competitors.
Tell:
- Why are the existing solutions insufficient?
- What do you suggest to fix it?
- What is your business history?
- Her values ?
- His mission ?
Express yourself in a “natural” waybecause more than your message, it is also the personality of your company that will allow you to seduce your readers.
Also highlight elements that prove your expertise such as customer testimonials or case studies.
4. Being “whitelisted”
You’ve probably heard that email marketing is dead…
Even if this is far from the case, it becomes difficult to arrive in the main inbox.
Spam filters are more and more demanding and that is why it is important to get a good reputation with them.
One of the elements that will earn you points isbe added to your recipients’ contact list.
Encourage your new subscribers to do so from your first emails.
And even if in practice few people will do it, these few will allow you toimprove the deliverability rate of your emails.
A relationship with your audience will not be built solely with email exchanges.
You must encourage you to integrate your ecosystemthat is to say, to be present on all the communication channels you use.
So do not hesitate to encourage them to join you or visit you on:
- Your social networks (Facebook, LinkedIn, YouTube, TikTok, Instagram, etc.);
- Your shops;
- Your physical and digital events;
- Etc.
Of course, simply saying “join us here” will not be enough, you will have to explain what they stand to gain.
6. Start a conversation
Imagine you meet someone at a networking event and they launch into a long monologue.
Would you like to keep listening to him talk or find an excuse to run away?
Give your prospects the opportunity to tell you their story, express their needs and tell you what they expect from you.
If some of them answer you, do not hesitate to discuss with them, or even to schedule a more direct contact (video, telephone, etc.).
This will allow you to get to know them better and understand the arguments you need to use to motivate them to act.
7. Think about the next step
One of the roles of your welcome email sequence is to prepare orencourage your prospects to take the next step in your customer journey.
Before creating it, ask yourself what your goal is.
For example, would you like to:
- Raise awareness or educate them with content?
- Schedule an appointment?
- Directly sell a product or service?
It’s your role to guide them to the next action your new registrants need to take.
Important point if your goal is to sell:
The more expensive what you offer seems to your prospect, the more important it will be to educate them and/or have a personalized exchange to demonstrate the value of your offer.
Follow these 7 best practices for writing a welcome sequence that will allow you to create a more personal relationship with your subscribers.
They will allow you to improve the commitment of your subscribers and improve the effectiveness of your email marketing actions.
About the Author
Nicolas Favier is a Marketing Consultant. He shares advice on his Marketing System site to help entrepreneurs acquire more customers who buy more and more often.
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