How to Write a Welcome Email Sequence that Turns Subscribers into Buyers
December 5, 2019
Did you know that welcome emails have an average open rate of 50-60%, making them 86% more effective than standard newsletters?
My first welcome email has an open rate of 58% and the second email has an open rate of 64%. That’s wild when you consider that the industry average email open rate sits around 30%.
In addition to this impressive open rate, welcome emails also have a higher click-through rate compared to regular emails.
Again, my first has a click-through rate of 4.7% and the second email has a whopping high CTR of 11.9%.
So if you don’t have a welcome email sequence, you really freakin’ should! It’s highly valuable real estate. 😉
Because a welcome email sequence isn’t only your first, but it’s also your best chance to make a lasting impression on a new subscriber, so that they’ll choose to stick around for the long haul and see what you have to offer.
In this blog post, I’ll explore how to craft an engaging welcome email sequence that not only impresses new subscribers, but also nurtures them into becoming loyal buyers.
Table of Contents
- What is a Welcome Email Sequence?
- Who Needs a Welcome Email Sequence?
- Why Do You Need One?
- Why Is It So Effective?
- 4 Types of Welcome Emails You Should Have
- Where Should You Set Up Your Welcome Sequence?
- Common Mistakes to Avoid
- Frequently Asked Questions (FAQs)
- Conclusion
What is a welcome email sequence?
First, let’s cover the basics…
A welcome email sequence (or ‘nurture sequence,’ as it’s also called) is a set of emails sent to new subscribers. It’s the bridge between new subscribers handing over their email addresses in exchange for your lead magnet (commonly referred to as a “freebie”) and them becoming avid readers of your emails and buyers of your products or services (woohoo!).
Think of it like this…
You meet a new person at a party, and you think to yourself “I think we would be great friends.” But to become friends with that person, you first need to introduce yourself. And then you’ll probably share meaningful stories, bond over common interests, tell them about your favourite things, and ask them about theirs in return.
Your welcome sequence does the same. In your emails, you introduce yourself, share stories, point to your favourite resources, share some of your top tips, and invite them to share about themselves.
Who needs a welcome email sequence?
If you’re a course creator or a digital product creator, a welcome email sequence is an absolute must-have. Hitting your sales goals often comes down to two things: having a launch message that sells, and having an email list of hot buyers. A well-crafted welcome email sequence can help you nurture potential customers so you can foster trust before your next course launch or generate consistent evergreen sales of your digital offers.
But it’s not just for course creators. Service providers also benefit from a welcome email sequence. It’s an opportunity to introduce your services, showcase your expertise, and build a relationship with potential clients. Whether you’re a consultant, coach, designer, or any other service provider, a welcome email sequence should be part of your nurture strategy.
Why do you need one?
A welcome email sequence builds trust, and helps your new subscriber know and like you. Without these three things, you’re not going to be able to sell the services, courses and products that you’ve worked so hard to create. Just like no-one wants to buy from a random cold-calling salesperson, no one wants to buy from a random business owner who’s popping into their inbox screaming “buy my stuff” without, at the least, a proper introduction…
Now, there’s nothing wrong with selling in email. But the truth, to sell successfully, you need to do it the right way. And that way is to build a relationship with your readers before you try to shove your product/service/course down their throat, ya hear me? 😉
Why is it so effective?
When people have just handed over their email address in exchange for your super-helpful freebie, they’re ready to learn from you! This is when they are most engaged, which means they are most likely to open your emails, click on the links to your resources, and hit reply and chat to you.
But if you don’t have a welcome email sequence, you’re missing out on engaging a new subscriber when they’re most willing to pay attention! Think about this: Why bother to create that jam-packed freebie if you’re not going to follow it up with more valuable content that serves your reader?
If you’re going to take the time to create new content to attract your audience, promote it on social media, and optimise all of your pretty pins on Pinterest, then you need to have a plan of how you will nurture those new subscribers to your services/products/courses.
You’re a business owner, after all, and you need a water-tight plan to bring money in the bank. Your welcome email sequence is this kinda plan. 😉
Let’s dive in to the juicy stuff, shall we?
4 types of welcome emails you should have
The freebie delivery email
If your new subscriber has just traded their precious email address for a freebie of yours, then you need to deliver it ASAP. The freebie should be the very first thing that hits their inbox.
Most email providers will allow you to do this through an automation. In Convertkit, a ‘form’ delivers new subscribers your value-packed freebie directly to their inbox as soon as they sign up.
The introduction email
While this email should introduce you ever so slightly, don’t be fooled – it’s not all about you. This email should focus on your new subscriber.
The best way to do this is by writing a meaningful message. You can add in a bit of humour, if that’s your style. But essentially, you want to speak to your reader’s struggles and desires (when it comes to what you offer), and remind them that they are in the right place.
Close out this email with a question that invites your new reader to reply. This sets the tone that you’re approachable, and that you want to truly help your subscriber.
The credibility-builder email
This is where you position yourself as the expert your new subscriber needs.
Now, this isn’t the place to ramble on about your degree, qualifications or work experience (this isn’t a resume, my friend!).
Instead, you want to tell your ‘hero’ or ‘transformation’ story. This is the story of where you used to be and how you got to where you are now. The best thing about a hero story is that it shows your new subscriber that the transformation you experienced is totally achievable for them!
If you said “I went to journalism school and got a degree, and now I’m a successful writer,” that’s probably not going to be relatable to 99% of your audience.
But if you said “I worked in corporate PR, and it was the most soul-sucking experience. When some of my friends who run their own businesses asked me to help them write blogs for their websites, I realised there was something in this. So, I started my own website. Over time, I built up enough business that I was able to replace my full-time income and say goodbye to corporate PR forever!”
See how the second story is a whole lot more engaging (and relatable) than the simple “I’ve got a degree” statement? That’s the power storytelling! And you should make the most of it in this email.
You can also use this email to point to some of your favourite free resources or blog posts. This gives your reader the opportunity to see your credibility in action.
The value-add email
I know you know your stuff. But your reader may not be convinced… yet.
This email gives you the opportunity to share a hot tip with your reader. Ideally, this should be a piece of advice that’s relatively foundational or entry-level to working with you. Think about the very first thing your reader needs to know to be able to have success in what you have to offer.
For example, my tip is about knowing your reader. Because when you know who your reader is and what they struggle with, you can write copy that speaks straight to their heart, and engages them! What is that #1 tip for you?
Download Now: FREE Welcome Email Template
[Plug-and-Play Emails]
Where should you set up your welcome sequence?
There are so many different email providers out there. While I can’t vouch for all of them, I can share my experiences with the two that I’ve personally used – Mailchimp and Convertkit.
When I first started my email list in 2015, I opened a Mailchimp account. It was a great option, because I was able to get a free account for the first 1,000 subscribers, or so. And it enabled me to send out a weekly email newsletter.
When I started moving away from just a ‘blog’ to a ‘business’ with courses and services, I decided I needed to take my email marketing to the next level. That’s when I made the investment in Convertkit. I opened my account in August, 2016, and since then, I’ve never looked back!
There are so many good things about Convertkit, but a couple of my favourite features are that it allows me to segment my email list, and it allows me to tag subscribers.
Common welcome sequence mistakes to avoid
- Not delivering the freebie immediately: Ensure the freebie is delivered as soon as the subscriber signs up so they get what they actually handed over their email for.
- Making it all about you: While you should share your story, you want to do this in a way that is relevant to your subscriber and positions you as the expert they need to listen to. As a general rule of thumb, filter everything you write through your subscriber’s needs and interests.
- Not including a clear CTA: Each email should have a clear call-to-action to guide the subscriber to the action you want them to take. That action could be replying to you, reading a blog post, or checking out an offer.
- Overloading with information: It can be tempting to cover 101 points in a single email, but try not to! Have one goal per email in your welcome sequence – this will help your content stay focused and your subscriber to understand what you’re saying and what you want them to do next.
Frequently asked questions
Q: How long should my welcome email sequence be?
A: Typically, 3-5 emails are enough to introduce yourself, build credibility, and provide value.
Q: How often should I send the emails in the sequence?
A: Send the lead magnet email immediately, the introduction email 1hr later, and the rest of the emails one day after the other
Q: Can I sell in my welcome email sequence?
A: Yes, absolutely. But focus on building a relationship first. Introduce your offer if it’s a natural fit with what you are sharing. Sometimes I like to do this with a P.S. (again, making sure the offer is relevant to the content I’ve just shared). It’s a great, low-lift way to introduce your offer without being all “buy my thing” from day 1.
Conclusion
Creating a powerful welcome email sequence is essential for nurturing new subscribers and turning them into loyal buyers. I hope you’re ready to write yours!
To help you get started with your welcome email sequence, I’ve created a free welcome email template that’ll help you put together your first email in 15 minutes. Seriously, it’s so easy.
Download Now: FREE Welcome Email Template
[Plug-and-Play Emails]
Xo,
Elise
*This post contains affiliate links. If you purchase products via the links in this post, I may receive a commission. I only recommend products that I truly believe in.
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