You’ve got a really good lead magnet that you’ve spent days working on, and you’re so sure it’s going to bring tons of value to your audience. You’ve set up a solid landing page, and you’re ready to start collecting those emails.
Now to answer the big question on your mind: how to write a welcome email sequence that will knock your new subscribers’ socks off!
Because we all know 59% of consumers decide to buy because of the emails they get.
But what they’re not telling you is that they only buy because they get GOOD emails.
Let’s face it, we’ve long overgrown the spammy, promotional, sales-focused emails that bombard our inboxes every 12 hours. I’m willing to bet your audience has, too.
You need to earn your place in their inboxes, and the best way to do that is with a welcome email sequence centred around your lead magnet. A welcome sequence is what builds that relationship by providing relevant value and positions you as an authority.
Your lead magnet is already providing big value. Don’t mess it up by immediately following up with a hard sell. Instead, take your audience step by step from where they are to the point where they’re ready to hand you their money.
Let me show you how.
1. Welcome them in, then tease them.
Your first email is what sets the tone for the rest of your welcome sequence, and your regular emails (I’ll get into this a bit further down). That’s why it’s important to get it just right.
The first thing to do in your welcome email, as obvious as it sounds, is to give your new subscriber what they want. That is, attach the freebie to the email, either via a download link, or just as a file attachment.
Then, you might want to tell them a little about who you are. Not your whole life story, but just enough to let them know how you can help them.
Next, you’ll want to leave them on a cliffhanger.
Yeah, you heard that right.
Depending on what your lead magnet is, you can set the stage by teasing your reader on what they can expect, if they wait for your next email. You can do this by giving a brief teaser of the results that they can expect from implementing your lead magnet, without giving away HOW they can do so.
For example, let’s say you’re a business strategist, with a free PDF business planning worksheet. In your welcome email, you could end with something like this:
You’ll definitely want to start filling up that worksheet ASAP. The sooner you do, the sooner you can start nailing your vision, create your own blueprint for success and build a business you love!
PS: Don’t forget to stay tuned, because over the next few days, I’m going to show you EXACTLY how to use this worksheet to do exactly that.
2. Show them what’s possible.
In your next email, you simply deliver on your promise.
You can link to a relevant blog post or video or you can just have that content inside the email without linking out. Whichever way you go about it, just make sure you’re building off the content in the lead magnet, either by showing them a new perspective or teaching them how to implement the knowledge to get more out of their new freebie.
The key here is to make them hyper-aware of the problems they face, then show them how they can make a change with your expertise.
Using the previous example of the business strategy coach, your email could teach your reader how to use the clarity they got from filling out the worksheet in various aspects of their business.
Soon, they’ll start to see you as an authority on the subject, and someone they can trust to give them the answers they’re looking for.
3. Now shower them with treats!
Your next email, or next few emails, depending on how long you want your sequence to be, should be solely-focused on providing value that relates to your lead magnet and the service that you provide.
You can link back to your blog, you can pack the email with standalone content, or even invite your readers to free webinars.
Whichever way you choose to go about it, always deliver real value, even if they turn out not to be buyers in the end.
Because regardless if 99% of your subscribers don’t end up buying (which is much more likely than you think), they’ll still trust you, and see you as THE person to go to in your area of expertise.
The way I see it, there’s only really two outcomes if they don’t buy:
- They could just straight up unsubscribe from your list and never engage with you ever again, in which case they weren’t a good fit for you anyway.
- They’ll refer you to people who would be interested in buying, especially if they know and trust your brand.
So don’t sweat it.
4. Introduce your offer.
Okay, so you’ve given them the goods. You’ve provided a couple emails delivering straight up value with nothing in return.
Now it’s time for the ask. It’s time you introduced your offer to them.
But don’t position it as an ask, or an offer. This is an incredibly crucial part of your email sequence, and something that I’ve seen a lot of businesses fail at.
Don’t make the same mistake.
You want to position your offer as a solution to the problems you’ve likely highlighted in your previous emails. Because if you’ve been playing your cards right, your offer won’t come across as sleazy. It’ll just be the natural next step.
Pro tip: Make sure you’re still keeping it all about your reader. Talk about them, their wants and only talk about yourself where it matters to them.
5. Tell them about a recent win.
Sometimes, it’s not enough to just deliver valuable content and have a really good offer. You’re also going to want to answer your prospects’ biggest questions and objections to purchasing.
And that means social proof. Lots and lots of social proof.
This can come in the form of testimonials, or better yet, you can share a case study explaining how you helped a previous client of yours achieve the results they wanted.
The more vividly your readers can see the transformation you can provide them, the more likely they’ll convert into a paying client.
6. Finish with a last chance email.
Alright, depending on whether you REALLY want the sale, you may or may not want to get aggressive with the Last Chance email (if you’d rather not, feel free to skip this part).
This email is pretty straightforward. You re-introduce your service offer once again, only this time you’re adding some urgency to it.
You’ve probably received promotional emails exactly like this, where you were offered a discount or a limited-time bonus added onto an existing package. This is a common sales tactic to get people to take immediate action, and well, it works. People love sweet deals.
As always, make sure you consider what your audience wants. If constant promotions turn them off, you might not want to do this, or alternatively, offer it at the end of a value-packed email so you’re still building the KLT factor.
Bonus Tip: Move them into your regular newsletter.
We’re in an age where continued relationships trump one-and-done sales.
With email marketing, you have the ability to build an audience on your own terms. Why not use that to your advantage?
It’s important to keep building the relationship by continuing to provide consistent, valuable content, if you haven’t already.
You can link to great blog posts on your site, you can send out polls or surveys, you can invite your audience to free webinars, or just create content exclusively inside your emails. The possibilities are endless!
Find out what your audience likes, and deliver. Plus, it doesn’t mean you can never, ever sell in your emails again. You can always bring up new offers (or repeat old ones) from time to time. People always expect a sale when they sign up to an email list. It’s hardly a bait-and-switch.
Email marketing is far from dead. Sure, it’s harder, but that goes for any marketing medium you choose for your business.
When it comes to your emails, always, ALWAYS put the reader first. How should they feel when they’re reading your email? What questions are they asking that you can answer?