A welcome sequence, also commonly called a nurture sequence, is the initial few emails that someone gets after they sign up for your email list. Sometimes this sequence is part of a bigger sales funnel, but if you’re newer to business or have a business model where you don’t have passive offers that may be too advanced for you.  

Even if you don’t have a funnel, it’s extremely important to have a welcome sequence. These emails are an important part of the marketing toolkit that helps people get to know you better, sets the tone for what the audience can expect from you, and allows you to get your content, message, and offers in front of them. It’s important to take advantage of this while you have their attention. 

We all know how difficult it can be to get an email subscriber. We talked in-depth about that last week in episode 13. But if you want to keep new subscribers on your email list and hopefully turn them into clients or customers, that’s where your welcome sequence comes in.

A well-written welcome sequence is your business’s best friend and is one of the most important connection and sales tools you can have. The point of your email sequence is to nurture the connections you’re trying to make with your new subscribers. 

One of the best parts about these emails is that you can use the sequence to sell to your audience without having to put a ton of effort and work into it. Once you’ve written the emails, it’s all set to run automatically for you which will save you so much time and effort! From there you can let your sequence do the sales work for you and you can focus on other parts of your business.

Every sequence will look a little different, but generally there are five emails that should be included in any welcome sequence you create for your business. 

Email 1: The one where you deliver your freebie. You can’t miss this email! It’s so important to make good on the promise you made because that is the reason the person subscribed in the first place. Send them the information you said you would and remind them of why it’s important that they open your freebie and take action.

Email 2: The one where you introduce yourself. It’s super important to make that connection by showing the face behind the brand. This is especially important if the business name isn’t your name, or it’s not clear on who they’re going to be hearing from. People like to buy from people, so make it obvious who the person behind the email is. 

Email 3: The one where you teach them something. If you really want to make an impression on your new subscribers it’s important to provide more value beyond the initial freebie. Providing extra value will also help you build connections with your audience. Be sure to give them a taste of your genius and show them why you’re an expert in your niche. 

Email 4: The one where you start the conversation. If you listened to episode twelve, you’ll remember we talked about two-way communication and how it’s important to explicitly invite someone in your audience into a conversation. These types of conversations encourage a response and help to build deeper connections. By inviting them to respond, you’re fostering that relationship, that’s what should be done in this email.

Email 5: The one where you make them an offer. I know this can be uncomfortable to some; however, it’s such a crucial part of the email sequence: it’s important to ask for a sale! You’ve taken the time to warm up your new lead and, if they’re still on your email list and opening your initial few emails, this is one of the warmest leads you’ll ever get. So, take advantage of it!

Note: If you want to write your welcome sequence in way less time, all five of these emails are included in the welcome email sequence template in The Copy Template Shop.

For this week’s coffee break exercise, I’d love for you to write your introduction email. You can literally do this in ten minutes! If you already have this email written, pull it up now so you can make any necessary changes to it. 

There are four criteria that every introduction email should cover:

✔ Make sure it has a clear statement of who you are and what you do.

✔ Include a call to action that allows them to interact with you in at least one other place (Facebook, Instagram, etc.)

✔ Let them know how often they can expect to hear from you.

✔ Include a statement of how you solve clients’ or buyers’ problems, and address how you can help them.

If you want to take your email sequence to the next level with more tips on how to build out your welcome sequence, be sure to check out the welcome email sequence template at copytemplateshop.com.

We all know how difficult it can be to get an email subscriber, but once you do, you want to be able to keep the new subscriber’s interest. In order to keep your new subscribers, and hopefully turn them into paying clients or customers, it’s important to have a strong welcome sequence.

A welcome sequence, if done properly, can be your business’s best friend and an amazing marketing tool, because it allows you to get your content, message, and offers in front of your new audience automatically. It won’t take a ton of time or energy from you because once you set this sequence up, it will run passively for your business.  

If you love what you learned, be sure to connect with me over on Instagram and share your biggest takeaways. I’d love to hear from you! See you back here in the next post — and remember, I’m rooting for you, always.

EPISODE RESOURCES:

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