The Low Down on Why an Automated Welcome Series Matters — How to Craft a Compelling One
When someone signs up for your newsletter, they are giving you access to their most valuable marketing commodity: their inbox. Once there, you have a very limited window to make a good impression and inspire them to look forward to your emails.
That’s where an automated welcome sequence comes in. This series of 5-10 emails should be automatically sent to all new newsletter subscribers. That’s where you wow them! All newsletter apps (Mailchimp, Drip, Constant Contact, etc) have the ability to do this.
The Importance of Making a Welcome Email Series
If you want to capture the elusive attention of your dream client, you must leverage the power of a welcome email series. Consider the following stats:
- A whopping 74% of new subscribers expect (and will open) a welcome email.
- A welcome email is 86% more effective than a regular newsletter.
- Welcome emails generate an astounding 320% revenue compared to other promotional emails.
a. Provides Relevant Content
The point of a welcome email is to provide a warm welcome to your clients. You can give them relevant information and top-quality content they are anticipating. When they go to your website and sign up for your email list, it means they are serious about your products/ services and want more information.
Sending a welcome email series is so much better than only one email. Most of the time, a single email is not enough to set the stage. You need several more interactions to build bonds with your new clients.
A welcome email series builds trust because your clients find out more in-depth information about your company. The more your clients trust you, the more loyal they are to your brand. This boosts your company’s bottom line.
b. Offers Better Reading Rates
Welcome emails are highly effective, resulting in 4x more open rates. On top of that, this method has 5x more click-throughs compared to other marketing emails. You must use these figures to your advantage by crafting a quality welcome email series for your brand.
When you work hard on producing premium content, you want your clients to click on your emails. The last thing you want is for them to mark your welcome emails as spam or send ’em to the trash folder.
c. Highly Effective Method
Welcome emails generate an astounding 320% revenue compared to other promotional emails. Imagine getting a lot of people on board quickly and effectively. Subscribers who receive this warm welcome inside their inboxes also show better long-term engagement with a brand.
It is also important to note that welcome emails which contain an offer or promotion bump up revenue. These emails boost revenue by 30% per email as opposed to those emails that are purely informational.
Why Divide Your Welcome Email into Different Parts?
You may be wondering why you need to divide your welcome email into several emails given at different intervals. Why split what you want to say in four to six separate emails when you can tell your message in one primary email? There are several reasons for this approach.
a. Clients are Most Likely to Read It
The modern audience has a reduced attention span because they are used to fast-paced and interactive content. Your clients also live busy lives and don’t have a lot of time to waste reading lengthy email wordings.
The crucial information about welcome emails is that they have a 10% higher open rate than regular marketing emails. By dividing your welcome email into several shorter ones, you can optimize this figure several times. On top of that, your clients are more inclined to click and read your more concise messages.
b. Minimize Information Overload
Dividing your email plan into a series helps you disseminate your information. With a welcome series, you minimize the risk of information overload because you divide your message into shorter segments. If you send one long email, you can overwhelm your new clients with a lot of material that they may have a hard time digesting.
c. Pave the Way for Better Understanding
With a welcome series, you pave the way for better understanding. For example, the first email will be to welcome them to your brand. The second email will be an invitation for them to connect with your social media. The third is an introduction to your product, and the final one is giving them a promotion.
When you divide lengthy directives into shorter ones, they can understand your instructions better. There are fewer chances of confusion because everything is clear and concise. Most of all, your clients will retain the information you sent, and they will remember what you need them to do at the opportune time.
How to Make an Effective Welcome Email Series
Now, let’s work on creating an effective welcome email series for your brand. The standard welcome email series is four to six emails. You need a sufficient number to build trust before you give your audience material that is pushing for a sale.
a. Choose Your Primary Message
A common mistake is choosing how many emails to send, then figuring out the content. The better approach is to decide what your main thrust is about. Then you must figure out how many emails it will take to say this message.
Businesses that sell products/ services have a different structure from non-profits. However, different organizations share one common goal. This goal is the need to keep your new email subscribers informed about your brand.
The key is to define your primary objective before crafting each email. Decide on the most important actions you want your reader to take. Possible goals are:
- Introduce first-time clients to your offerings
- Provide cross-selling and upselling opportunities
- Encourage phone conversations with new contacts
- Ask for more information like birthday, wishlist, preferences
- Seek more members for a community
- Showcase testimonials and more
b. Craft a Framework for Your Messages
You must figure out how many emails to send out. Then you must establish the cadence of your emails. This, of course, will hinge on the message that you outline in Step1.
You can choose to send four to six messages once a week at random. If you want to have structure, you can send your welcome email on the same day every week for uniformity. This way, your audience will have something to look forward to.
The cycle length of your welcome email matters a lot. If buyers are most likely to buy within the first one, then you can front-load your series with special offers right up front. However, if your cycle is longer, like in B2B operations, you must get in touch over a few weeks.
c. Create Compelling Content
You must grab the attention of your readers with an exciting hook. Ask an engaging question, give an impressive statistic, or share a heart-rending story that resonates with them. You must generate enough interest so they will read your email.
Your copy must be well-written and free from grammatical errors. There should be a right balance between technical terms mixed with your personality. No one wants to read emails that sound like a boring encyclopedia.
Include exciting visuals that work with your text to keep your audience engaged. Create an appealing email layout with a mix of creative fonts. Make sure that your welcome series has a theme that unifies all your emails with each other.
d. Prioritize Brand Awareness
Once you capture their attention, you want them to become more aware of your products and services. The more informed people are, the more likely they will patronize your products/ services. You must deliver your promotions to help you increase client conversions.
Examples of promotions are:
- Bonus offers
- Promo codes
- Free products
- Free trials and more
e. Decide What to Include in the Main Mail List
You must choose if your new subscribers will be included in your primary list right away. This means they will see your offers and content for your old subscribers, too, along with the welcome email series. Opting to delay is also a choice because there may be some stuff on your main list that newbies are not ready to face yet.
f. Monitor and Evaluate
Your welcome email series is an integral part of your marketing strategies. You must continually monitor and evaluate your results. Refine your series based on your outcomes.
Let go of what is not working because those waste your resources. For instance, if you see engagement dropping on the fourth or fifth email, you may need to modify your email content. With this step, you can focus more on strategies that bring your business the most conversions.
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