Your Key To Success: WELCOME EMAILS

I read something on Friday that astounded me.  Barry Feldman, writing for Social Media Today, says that he recently opted onto 25 email lists and more often than not, he did not receive a welcome email.  That’s almost criminal, but here’s the stat on this:

Feldman’s experience doesn’t square with the stat, but my question for you is this: are you part of the 42.3%?  Here’s the first reason to send a welcome email: in a recent survey 74.4% of people said that they expect a welcome email when they opt in to an email list.  They are expecting it and waiting for it – this is the worst possible time in a new relationship to disappoint.  When you send a thank you, you are showing that you value your new subsciber customer, or client.  Besides, it’s the polite thing to do!  Plus, it starts a conversation with your new subscriber.

No Matter What

AWeber calls the welcome email, “the one email you should always send – no matter what.”  The welcome email is the first email that new subscribers receive from you when they opt in to your list, and it will likely be the one email most opened.  AWeber says “they get open rates that are 4 times higher and click-through rates that are 5 times higher than other emails.”

With your welcome email, you set the stage for a growing relationship with a potential customer, client, patient, or donor.  With a great welcome email, you improve your open rates and click-through rates for future emails that you will send.  This all starts with your first welcome email, and a good welcome sequence can build this out for you and increase your sales and income.

Think about it – your welcome email arrives shortly after someone has joined your tribe – their interest is at the highest level.  Look at this:

Not only do your new subscribers expect a welcome email, they are likely to open and read it.  Not only that, they are three times more likely to buy from you during your welcome email sequence.  The welcome emails that you create and use give you a great advantage over any competitors that aren’t using them.  They give you the best possible opportunity to build your reputation with your new subscriber. Do you need more reasons to send welcome emails?  If not, let’s dig in.

The following infographic offers a boatload more of reasons to use welcome emails along with tips:

Did any of the numbers in the infographic grab you?  How about the 336% jump in transaction rate?  Or the 196% lift in unique clicks?  Those are certainly impressive, but don’t miss the other impressive rates in the infographic.  The point is welcome emails can dramatically help your business.

In a series of welcome emails, you can do a number of things that are beneficial to your business like helping your subscribers see why they should get to know, like and trust you.  By establishing trust, and building your authority and affinity with your subscribers you give them reasons to do business with you.   One of the best parts of welcome emails is that you can automate this process through your autoresponder.

Here’s another stat that should be a strong motivator for you –  the open rate for your welcome emails can be 70% better than the open rate for the broadcast emails that follow your welcome sequence.  If you have a welcome sequence and it’s not performing this well, it’s time to rework the emails in that sequence.  Start by rewriting the headlines.

What will you say in your welcome emails?

  1. The first priority of your welcome email is to make a great first impression.  Part of this priority is the delivery of your lead magnet, the incentive that you offered to encourage new subscribers to put their faith in you and give you their email address.  Your welcome email is the best way to deliver your lead magnet since it also verifies that you’ve been given a legitimate email address.
  2. Your first welcome email is a perfect place to introduce yourself.  Make that great first impression by establishing your authority in your niche.  Why should you be the go-to person in your field?  Convince your new leads that they should listen to you.  You also want to build an emotional connection, and there’s no better way to do that than to judiciously sharing your story.  Judicious means don’t go overboard with this (keep it concise)!
  3. Start a conversation with your new subscriber.  What question can you ask that will get your subscribers talking to you?  As long as it is related to your niche and their struggles, you’ve got a great opportunity to build a great business relationship right from the start.
  4. Set the expectations of your new subscriber by telling them about the kind of valuable information that you will be sending them via email.  You can reinforce this objective by including links to your most popular posts.  You can also tell them how often you will be emailing them.
  5. Tell your new subscriber where they can find you on social media.  Social media is a fabulous way to establish a growing bond.
  6. Encourage them to whitelist you.  If their email program is sending your emails into a spam folder, you’re sunk, at least with them.  A P.S. is a good place to place your whitelist request.
  7. What do you expect from your new subscribers?  Tell them.  This is an important place to be clear about what goals you have for your new subscribers.  Do you want them to follow you on social media?  Ask them to do so.  Do you want to introduce your product line?  Make that clear.  What kind of feedback do you want from your new subscribers?  Let them know how they can help you meet their needs through their feedback to you in replies and through participating in surveys.
  8. In your sequence of welcome emails, each email should have one specific purpose.  Ask for one action, whether it’s a download of your lead magnet, a look at the sales page for your tripwire product or main product, or some other action related to your business.
  9. In your emails to your subscribers, ask for referrals.  Referrals are one of the best ways to build your business since satisfied customers and clients can become your greatest advocates for you with people that they know.
  10. Make sure that there’s a clear call to action in every email that you send.

A Welcome Email Sequence That You Can Use Right Now!

Let’s go through a typical welcome email sequence.  This sequence utilizes six emails.  There is no hard and fast rule on how many emails should be in your welcome sequence.  Starting out, you may wish to experiment and make adjustments based on the open rates of your welcome emails.  Adjustments should start with your headlines if the problem is open rates.

As my loyal subscribers know, I like to send welcome emails each day until the welcome sequence is completed.  Others suggest spacing them 2-3 days apart.  Experiment and see what works best for you.

Here’s a good sequence that you can use:

  1. The first welcome email is sent immediately after someone opts in to your list.  This is your introduction to your new subscriber, and the work done with this email is to establish a bond with them.  This bonding starts with the delivery of the lead magnet that interested them.  Second, this bonding is done by being crystal clear on identifying your target audience in this email.  Help your new subscriber understand what you’re about and what you have to offer them. Your goal in doing so is to establish that your new subscriber is a legitimate member of your tribe.
  2. Your second welcome email is your opportunity to encourage your new subscriber to get your lead magnet if they haven’t yet done so.  Provide the link for them again. You can also go a little further in helping them understand how valuable you are to them.  This is a great place to ask your new subscribers to reply to you.  The personal contact will deepen your bonding with them.
  3. In your third email, you can go a bit deeper in introducing yourself.  It’s essential that you tell your story in a way that helps your new leads connect with you.  They need to be able to see themselves in whatever story that you tell about yourself.  Show them how you overcame the kinds of challenges, problems, or issues that your products address.
  4. Make the fourth email educational in nature – tell your new leads something related to your niche that they can use.  They opted into your list because they believed you had something of value that would help them.  Now, in this email, add to the help that you offered them in your lead magnet.  Your fourth email help may be a video, another lead magnet, a tripwire product, or your main product.  Any selling should be soft selling at this point.  It is counterproductive to have prospects opt out at this point when they really haven’t gone very far with you.
  5. For those who respond to your fourth email, you can segment them to another list based on what they responded to.  For those who didn’t respond, you can offer something else, or deepen the sale on your tripwire or main product.
  6. This email can be a variation on email five.

What would you add to this?  I welcome your comments, suggestions, and questions, and your likes and shares.

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