So you have created an absolute gem of a lead magnet. Your potential customers love it and people are signing up in droves for it. But what next? Are you going to let them sign up, get a hold of that lead magnet and email them only when you have something to say or some news to share? Or do you want to take advantage of people opting into your email list and turn them into forever fans and customers? That’s where your email welcome series comes into play.
If done right, your email welcome series can:
- Turn fresh leads into raving fans and customers
- Tell your humans what to expect from you
- Build your expertise and authority
- Develop and nurture your relationship with your ideal humans
As Alex Cattoni says, “Your open rates will be higher for the first few emails, so you really want to use this opportunity to make a great first impression.”
The secret to a High Converting Email Welcome Series…
…It’s all about your clients.
It’s about how you make them feel. The belief you develop in them about you. It’s about assuring them that you understand them and won’t be wasting their time. That you have what it takes to help them get from point A to point B.
And all of this can be achieved by having a great welcome sequence ready to go out once they sign up for your lead magnet.
Here’s what the customer journey will look like once people sign up for your lead magnet.
Let’s dive deeper into what each email entails
The autoresponder email.
This email goes out on autopilot immediately after people sign up for your lead magnet. It thanks them for signing up and explains how to get access to the lead magnet.
Email 1: Acknowledge and welcome your new community members
This email welcomes your leads to your community and thanks them for being there. It reminds them how they got on your list (by opting into your lead magnet) and what they can expect from it. It’s also a great place to show them that you understand them and their problems (in relation to your offer) by talking about their pain points. Reassure them that your brand and offer will help them resolve those pain points. Show them how.
Here are some things you can write about:
- What kind of value will you give your email subscribers?
- What will you email about?
- Are there any quick wins you can give them?
- What’s the next step they can take?
- How will you tell them you understand them?
You can end the email by asking them to engage with you. This way, you can build a rapport from the get-go with your leads and affirm that you’re a human who’d love to help them. The statement can be as simple as asking them to reply and say hi or about their favorite food or part of the lead magnet.
If you have a special welcome bonus or a paid resource for people who just signed up, you can include it as a PS after your signature.
Email 2: Pull them in
The second email you send to your prospects is a great opportunity to pull them a little deeper into your world. Nurture that relationship that you began in the first email. See if you share certain values. Make them feel like a part of your mission.
This can be a great place to introduce why you do what you do or share a personal story. Link it to how it plays into their journey to go from point A to point B. And if you have a special resource or bonus for them, you can subtly mention it in connection to it.
Email 3: Get them to take action
Use this email to create interest in and desire for your offer. Start by introducing at least one powerful action step they can take to move ahead. This action step doesn’t need to be a paid resource. It just needs to provide them value.
Transition to building context around your offer and talk about the benefits your leads will get if they sign up. Or perhaps detail out the transformation they’ll get from it. And after sufficient interest has been created, drop your offer in their email and encourage them to take action towards solving their problem.
Go ahead and add some social proof in the email while you’re at it. It can be a testimonial, case study, or even screen grabs from messages/emails sent by your customers.
While writing your email welcome series, don’t forget to:
Infuse each email with personality. You can do that by honing in on your brand voice and including fun gifs in your emails.
Be personal: Share fun facts about yourself or your brand. Share your story. Share your mission and values.
Make it about your audience: Don’t forget to focus on what they get out of it.
So there you have it, an email sequence that will encourage your leads to move in a particular direction – toward you and your solution! If you are looking for someone to build and grow your email list and provide launch support for your transformational offer, get in touch! We are a team of digital marketing experts ready to take your business to the next level. Schedule a free consultation today.
The Why and How of Your Email Welcome Series
April 4, 2023