Pop quiz! Which of those 3 individuals is more likely to get you essentially the most gross sales?
- Somebody who’s been in your electronic mail listing for a very long time
- Somebody who has simply signed up in your free electronic mail listing
- Somebody who has simply visited your web site for the primary time
The standard reply to this query is “A.” In spite of everything, that individual has had loads of time to take a look at what you do and get “nurtured” from result in buyer.
However the actual reply is B.
Give it some thought—somebody who’s been lounging in your electronic mail listing has already determined to not purchase from you. Or else they’d have achieved it already.
That doesn’t imply you must by no means promote to them or that they’re not an essential a part of your corporation—however for many companies, most new gross sales come from new leads.
That’s what makes a welcome electronic mail sequence so essential. It’s what you utilize to capitalize on “sign-up momentum.” It’s what you utilize to say hiya.
It’s what you utilize to promote.
By the top of this publish, you’ll have the blueprints for a simple, 6-email welcome sequence (you can steal and use instantly). I’ll present you…
- Precisely what you want to put in every electronic mail (and the timing of every electronic mail)
- How “phases of consciousness” enable you flip questioning readers into happy prospects
- Examples of people that get unbelievable outcomes with their sequences. I’m speaking 70% extra income, 89% extra income, 332% extra gross sales—even a 5,000,000 greenback week.
Right here’s easy methods to make an awesome welcome electronic mail sequence.
Desk of Contents
Why hassle with a welcome electronic mail sequence?
A welcome electronic mail sequence is a sequence of emails you robotically ship individuals after they join your electronic mail listing.
The second after an opt-in is when your new subscriber is most excited. That makes a welcome electronic mail sequence your greatest probability to introduce your self, present individuals how one can assist—and even make a sale.
“There’s 1 electronic mail that will get the next open price than all others: the welcome-to-my-list electronic mail.
It’s no shock. The recipient is at their peak curiosity. They simply transformed right into a subscriber, so they’re need your content material and belief your model. Setting this auto-response it a no brainer. Opens and click on by means of charges are sometimes 2x some other electronic mail you ship.
Consider it as simply being well mannered. When somebody begins listening, you must say hiya, proper? When somebody asks for extra, give them your greatest. I consider the welcome sequence as each good advertising and customary courtesy.” -Andy Crestodina, Chief Advertising and marketing Officer, Orbit Media
When somebody indicators up in your listing, they’re introducing themselves. Whenever you ship a welcome electronic mail, you’re providing them a handshake.
It’s simply well mannered. And but…
In keeping with the First Impressions E mail Advertising and marketing Examine carried out by Ciceron, solely 39% of manufacturers ship a welcome electronic mail. 41% of manufacturers don’t ship a welcome electronic mail inside the first 48 hours.
27% despatched zero emails within the first 3 weeks.
41% of manufacturers do not ship a welcome electronic mail inside 48 hours. 27% ship zero emails within the first 3 weeks. Tweet this!
Yikes. Then take into account: plenty of welcome emails look terrifyingly near this.
Whenever you do it effectively, a welcome electronic mail sequence is your greatest alternative to say hiya and switch leads into prospects.
If you happen to’re solely sending weblog posts to individuals who be part of your electronic mail listing. In that case, you’re lacking an enormous alternative together with your electronic mail technique.
Want an instance? Look no additional than Graham Cochrane, a small enterprise proprietor who teaches individuals easy methods to file and produce their very own songs.
When he moved his gross sales pitch earlier in his welcome sequence, it elevated income by 89%!
Even for those who don’t promote one thing on the first alternative, the open charges and click-through charges of your welcome electronic mail would be the highest you get on any electronic mail marketing campaign.
Right here’s an instance from 1 of my welcome emails.
No matter you need individuals to do—no matter motion you need them to take—it is going to be best to get from them throughout your welcome electronic mail sequence.
Does your objective need to be simply promoting? What if you wish to do one thing else? What if individuals aren’t attempting to purchase instantly?
Professional perception: Tarzan Kay on promoting with welcome sequences
“Lots of people suppose that welcome emails can’t promote one thing. I used to be even instructed as soon as that you must ship at the least 12 nurture emails earlier than promoting one thing. I completely disagree.
What I educate my college students is, earlier than you write that welcome sequence, take into consideration what you’re going to promote on the tail finish of it.
You…
- Ship a few nurture emails
- Slowly introduce them to who you’re and what you do
- Share 1 or 2 of your core tales (make them emotional and actually partaking)
- Begin fascinated by getting them to purchase no matter factor you need them to purchase
Ideally it’s related to the factor that they opted in to get—as a result of only a few individuals will be part of a e-newsletter simply to get a e-newsletter. For essentially the most half they’re solely signing up since you gave them a cause and so they wished to get your free factor.”
– Tarzan Kay is a conversion copywriter who focuses on launches and electronic mail gross sales funnels.
Welcome electronic mail sequence instance targets
Attainable targets of your welcome sequence embrace getting…
- First-time consumers of your services or products
- Cross-sells and upsells
- Telephone calls and conversations with new contacts
- Extra info
- Extra onboarded purchasers or prospects
- Extra members of a group
- Testimonials
- Suggestions to assist enhance your corporation
The world has lots of people, and most of them aren’t your prospects—that’s why most welcome electronic mail sequences are inclined to deal with new leads and subscribers.
However there’s no cause you possibly can’t use nice welcome emails to thrill your current prospects too.
Sarah, an ActiveCampaign buyer and founding father of Miss Effectivity Bookkeeping, makes use of a welcome automation to onboard new purchasers, acquire info, and ask for suggestions.
Right here’s what she places into every electronic mail:
- E mail 1: Welcome. Sarah welcomes the brand new consumer to the enterprise. She additionally sends a handwritten thanks card that coincides with this electronic mail.
- E mail 2: How we work. Sarah builds belief by introducing her staff and sharing slightly bit about her staff’s background.
- E mail 3: What to anticipate from us. Bookkeeping is a subject that comes with plenty of anxiousness, so this electronic mail lays out precisely what Sarah’s purchasers can count on.
- E mail 4: What we want from you. There are numerous paperwork and varieties. This electronic mail has a guidelines that makes it simpler for purchasers to dig up every part they want.
Similtaneously this sequence, Sarah mails her purchasers a thanks observe and a bodily copy of her guide.
Then, as soon as the guide is distributed (about 1 month in), the welcome sequence continues.
- E mail 5: Evaluation Miss Effectivity. On-line opinions assist Sarah get extra enterprise, so she asks purchasers to supply them after they’ve been onboarded.
- E mail 6: Ask for suggestions. Now that purchasers are absolutely onboarded, their suggestions will help Sarah enhance her enterprise—and retain purchasers prone to dropping out.
Regardless of the context, a welcome sequence is your alternative to say hiya. It’s a method to welcome every individual—and make them a proposal—robotically.
Think about if Sarah needed to manually undergo that course of for each. single. Shopper.
Or if Grant didn’t transfer his pitch earlier—and made 11 THOUSAND fewer {dollars} a month due to it?
In case your query is “ought to I hassle writing a welcome electronic mail sequence,” the reply is a transparent, resounding…YES! Shout it from the rooftops.
Professional perception: Sarah Anderson on defining welcome electronic mail targets
“A welcome sequence is the right method to introduce a brand new subscriber to your model. They’re new right here. Take a minute to carry them on top of things on all of the superior stuff you do.
You should utilize your welcome sequence to showcase one of the best it’s a must to supply. Share your prime items of content material, give a ton of worth, and present that you simply’re right here to assist.
To plan the person emails, begin by defining the principle objective of every 1 earlier than you sit down to jot down. What would you like a subscriber to do after studying it? Hit reply? Learn your weblog? Guide a name?
Select a very powerful motion you need the reader to take. Make it the clear subsequent step after studying the e-mail. If there are a number of actions you desire a subscriber to take, write a number of emails in your sequence to information the reader by means of that journey.”
– Sarah Anderson is a conversion copywriter and electronic mail strategist. She writes at Professional E mail Copy.
What number of emails must you embrace in your welcome electronic mail sequence?
We advocate sending 4-6 emails as a part of your welcome sequence. You’ll want to have sufficient emails to construct belief and assist your contacts out earlier than you push for the sale—5 emails offer you house to commit every electronic mail to a selected subject.
Ryan Johnson, the pinnacle copywriter at GrowthLab, is the grasp of designing electronic mail funnels and launches. Right here’s how he lays out a 5-day funnel for GrowthLab’s course Psychological Mastery.
First, GrowthLab attracts consideration with an attention-grabbing query. Then they seize curiosity and begin getting individuals to need the product.
In emails 3 and 4 they preserve constructing want (and open the course on the market.
And in electronic mail 5 they make a tough promote.
Right here’s what to place in every electronic mail of your welcome sequence
How are you going to create the form of welcome sequence that makes individuals bounce to click on in your emails?
And, extra importantly, that will get them to do the stuff you need them to do?
One of many hardest components of making a welcome electronic mail sequence is determining what to really put in your emails. Fortunate for all of us, there’s a framework that may assist: phases of consciousness.
Phases of consciousness had been created by copywriting legend Eugene Schwartz. You’ll be able to learn all about them in his guide Breakthrough Promoting—so long as you’re keen to dish out $125 to learn it (I’ve by no means seen it promote for much less).
“Copy can not create want for a product. It might probably solely take the hopes, goals, fears, and wishes that already exists within the hearts of thousands and thousands of individuals, and focus these already current wishes onto a selected product. That is the copy author’s activity: to not create this mass want—however to channel and direct it.” -one of many good quotes on this guide (Supply: Amazon)
Right here’s a fast description of every stage of consciousness, as instructed by Brian Clark of Copyblogger (observe: these are Brian’s phrases, however I flipped the order round a bit):
- Utterly Unaware: No data of something besides, maybe, his personal id or opinion.
- Downside Conscious: Your prospect senses he has an issue however doesn’t know there’s an answer.
- Resolution Conscious: Your prospect is aware of the end result he desires, however not that your product offers it.
- Product Conscious: Your prospect is aware of what you promote however isn’t positive it’s proper for him.
- The Most Conscious: Your prospect is aware of your product and solely must know “the deal.”
Why is that this essential? As a result of somebody who has by no means heard of you’ll by no means purchase from you.
The nearer you get to most conscious, the extra probably you’ll purchase one thing. So the objective of most electronic mail funnels is to transfer individuals—from their present stage of consciousness to most conscious.
The objective of an electronic mail funnel is to maneuver individuals—from their present stage of consciousness to Most Conscious. Tweet this!
(If you wish to study extra about easy methods to use phases of consciousness—together with degree of intent and class—we’ve written about them right here).
Folks in every stage care about various things. This implies you want to say various things in every stage.
This graphic from Joanna Wiebe, the unique conversion copywriter, is helpful.
If you happen to bought somebody to provide you their electronic mail handle, your contact in all probability isn’t beginning at “unaware.” However it’s a secure wager that they aren’t “most conscious” both—which is why you possibly can’t at all times promote too rapidly.
You are able to do buyer analysis to determine precisely what to say. For now, we’ll assume that the individual in your welcome electronic mail sequence is “downside conscious” (generally known as “ache conscious”).
What do you say in every electronic mail for those who’ve bought principally “pain-aware” individuals (which is true for a lot of companies)?
We’ve lined your first electronic mail. Your targets are:
Superior tip! Add gravitas to your welcome electronic mail. Right here’s what funnel knowledgeable Tarzan Kay has to say:
“You at all times need to take into consideration including that means and gravitas to the truth that they only signed as much as the listing. Let’s say it’s like a weight reduction program—you need to actually applaud them for lastly taking motion and actually doing one thing, as a result of most individuals simply want that they had been thinner.” -Tarzan Kay
It’s refined, however congratulating individuals for taking their first step is an instance of what Ry Schwartz calls “teaching decisiveness.”
Most individuals don’t take a look at your supply and consciously say no—they by no means absolutely take into account your supply within the first place. “Teaching decisiveness” is whenever you reward individuals for taking motion or pressure them to make a acutely aware determination (as an alternative of passively ignoring you).
Your welcome electronic mail is a superb time to begin teaching.
Now let’s discuss a “starter funnel” that you should use proper now.
E mail 1: Your welcome electronic mail
Your welcome electronic mail is step one of your welcome sequence. In your welcome electronic mail, you must introduce your self, say hiya, and provides individuals the knowledge they signed as much as get.
What can you utilize a welcome electronic mail for?
- Ship lead magnets
- Get individuals to really use your merchandise
- Give individuals useful info
- Introduce individuals to your model story
- Ask individuals what they need (so you possibly can ship it to them)
We’ve written about welcome emails earlier than—and included 7 examples of welcome emails that do it proper.
Professional perception: Joel Klettke on subsequent steps
One of the crucial essential issues you are able to do in a welcome electronic mail is give individuals a transparent image of subsequent steps.
What’s the 1 small step they’ll take RIGHT NOW to change into a extra profitable consumer? What tiny little ahead movement might assist push the snowball down the hill?
Be sure that no matter you supply as a subsequent step, it’s simple, attainable, and strikes them towards their “AHA” second of being a consumer or subscriber.
– Joel Klettke is a conversion copywriter. He’s the founding father of Enterprise Informal Copywriting and Case Examine Buddy.
When a subscriber joins, they need to get your welcome electronic mail. What you do from there is determined by the particular motion you need individuals to take—however ultimately, all of it comes all the way down to 2 steps:
- Give individuals the factor they anticipated (their free obtain or different info)
- Inform individuals what to anticipate subsequent
Your welcome electronic mail must do 2 issues: Give individuals what they signed up for, and inform them what to anticipate subsequent. Tweet this!
If you happen to get this proper, your welcome electronic mail efficiency may very well be excellent.
E mail 2: “What for those who might clear up this downside?”
Your contacts have an issue. The factor you promote solves their downside.
However nobody will purchase your factor in the event that they don’t consider they’ll clear up their downside within the first place.
That’s what this electronic mail does—it reveals them that there’s a solution to their downside.
In different phrases, it strikes them from “downside conscious” to “answer conscious.”
Right here’s an instance of this electronic mail fashion from Ramit Sethi:
This electronic mail finally winds up serving to individuals give you their very own enterprise concepts. However discover that it doesn’t begin there. It begins with the topic line “You don’t want “motivation.” Do that as an alternative.”
Why?
- His readers know they’ve an issue (no enterprise concept), and so they suppose they’ve one other downside (no motivation).
- Everybody desires to consider that they’re succesful. Stripping away the “no motivation” objection (and utilizing actually particular examples and language) helps them consider.
- Later within the electronic mail, he additionally tears down “comply with your ardour…”
- …and he ends by saying: “When individuals say, “I don’t have an concept,” what they’re actually saying is, “I’ve taken zero motion to study the method of producing, filtering, and figuring out a worthwhile concept.” IT IS A PROCESS YOU CAN LEARN, PEOPLE.”
On the finish of this electronic mail, the reader has gone on a journey from “I do not know and no motivation, and I don’t know what my ardour is” to “I won’t have an concept, however perhaps I might discover one.”
(Conveniently, Ramit then hyperlinks to a listing of enterprise concepts. He actually is aware of his stuff).
To put in writing a “what if” electronic mail, you want to ask 3 questions:
- What downside does my reader want solved?
- What do they should do to resolve it?
- What do they suppose they should do (however truly don’t)?
With solutions to these questions, writing your electronic mail is easy. You simply tear down the factor they suppose they want and fill within the factor they really want.
On this video, you possibly can watch how Ramit Sethi writes a content material advertising electronic mail.
Right here’s how Ramit does it:
- What downside: No enterprise concepts
- What they want: To get began developing with concepts
- What they suppose they want: “Motivation” to resolve the issue
Notice (and that is essential): a part of this electronic mail reveals your readers that they’re improper. It’s completely vital that you simply focus your consideration on how “what they suppose they want” is improper—and never on belittling their downside.
Their downside is your manner in. They hearken to you since you clear up their downside.
Typically prospects have issues—and do not understand it. Begin by fixing the issues they know they’ve. Tweet this!
You tear down their beliefs to assist them clear up their downside higher (for that cause, it helps if the idea they’ve is disagreeable to expertise and laborious to repair, like “lack of motivation”).
E mail 3: Good Will Searching (aka, “It’s not your fault”)
“The actual fact that it’s okay for us to really feel a sure manner encourages us to cease combating to take care of and justify our feeling that manner. After we’re instructed it’s okay to dream, we are typically extra versatile with our goals. After we’re instructed we’re not liable for one thing, we regularly discover that we’re extra open to accepting accountability for it. After we’re instructed that it’s okay to be afraid, we regularly really feel much less afraid.” -Blair Warren, The One Sentence Persuasion Course
Guilt is a robust emotion. It’s a powerfully damaging emotion, and it’s 1 that you simply don’t need to overemphasize in your funnel.
Nobody likes being guilt-tripped. And everybody prefers “not feeling responsible” to “feeling responsible.”
Folks need to consider that their issues aren’t their fault. In case your emails can do this for them—for those who can persuade them—you give them unbelievable aid. And also you assist them understand that despite the fact that they don’t have to really feel responsible, they can clear up their issues.
A fantastic “it’s not your fault” electronic mail does this: it relieves guilt and presents a possibility.
Take a look at this intelligent instance from Darya Rose of Summer season Tomato.
Darya makes use of a private story as an alternative of immediately saying, “it’s not your fault.” However the concepts listed below are straight out of the Good Will Searching playbook:
- “Cooking was by no means one thing I realized rising up.”
- “As if I’d at all times identified easy methods to saute veggies or roast a rooster.”
- “It took me years of stumbling my manner by means of the kitchen.”
- “It requires an period of time and a degree of persistence that nearly none of us can afford.”
What are these quotes actually saying? “That is laborious stuff, and no person teaches it to you.”
“Everybody else has issues found out” is a robust, emotional perception that lots of people have. You’ll be able to raise guilt by saying, “No person teaches you these items—so in fact, you don’t realize it! How might you?”
And also you open the door to your product.
E mail 3 is whenever you introduce your product. It’s whenever you take your reader from “conscious of their downside and potential options” to “conscious of your particular answer.”
You don’t have to go for a tough promote simply but—you possibly can nonetheless transfer individuals to “Most Conscious.” That is simply your first alternative to say your product (and begin selecting up gross sales from people who find themselves prepared to purchase).
If you happen to bear in mind nothing else, right here’s the core message of this electronic mail: “That is laborious, and no person teaches it to you. It’s not your fault, and right here’s how one can study.”
E mail 4: 5-inch advantages, 5-mile advantages
“That is the final word profit electronic mail, which is nice to place in bottom-of-funnel campaigns or towards the top of a gross sales sequence.
“Write an electronic mail serving to your subscriber—the hero—see the rapid, short-term and long-term advantages. Your electronic mail copy ought to transfer from rapid “inside 5 inches of the reader” advantages all the way in which to the distant however attainable “5 mile” outcomes.” -Joanna Wiebe, CopyHackers
How will your supply change somebody’s life?
You want to have the ability to reply that query for those who’re going to promote. Extra importantly, you want to have the ability to persuade your reader you can assist them.
However there’s an issue.
- The most important, dreamiest outcomes of most presents come within the long-term
- Folks don’t get excited by long-term solutions—they need outcomes now
- You want individuals to get excited in the event that they’re going to purchase from you
That’s whenever you use future pacing.
What’s future pacing? Right here’s a definition from copywriter Joel Klettke:
“Future pacing is the place you utilize phrases to get your result in think about themselves in a future the place they’re experiencing the unbelievable outcomes your answer can present.”
And right here’s an instance from 1 of Ramit Sethi’s gross sales pages.
Ramit makes use of future pacing to indicate the advantages at 4 phases:
- Proper after shopping for the product
- A month after shopping for the product
- Just a few months or a yr after shopping for the product
- The remainder of your life
If all he shared had been the “remainder of your life” advantages, the claims could be too huge to consider.
If all he shared had been the “proper after shopping for” advantages, they’d be too small to be value it.
However by pulling all of them collectively, Ramit presents a plausible, compelling story.
Whenever you do future pacing, you possibly can goal the identical time intervals. Ask your self:
- What advantages will a buyer get instantly?
- What advantages will a buyer get in just a few weeks?
- What advantages will a buyer get in months or years?
You then lay out these advantages so as. Sprinkle in phrases like “take into consideration,” “what if,” and “think about.” Right here’s political advisor Frank Luntz on why:
“The right opening is the phrase think about, as a result of think about permits you to talk within the eyes and the imaginative and prescient of the listener fairly than yours.”
“Think about” helps individuals visualize themselves with the product. Even one of the best emails on the planet can’t match the image your reader paints in their very own head.
To extend gross sales—get individuals to image themselves utilizing your product. The phrase *think about* is highly effective. Tweet this!
E mail 5 + 6: Urgency (time to promote)
“The way in which to like something is to understand that it is perhaps misplaced.” -Robert Cialdini, Affect
E mail 5 + 6 is the place you make the gross sales
If you happen to’ve ever run an electronic mail funnel for a product launch, you recognize that the majority gross sales come on the finish. Certain some money will trickle in whenever you announce the product—but it surely isn’t till it’s time to “do or die” that most individuals will whip out their bank cards.
Robert Cialdini is a psychology professor, and he is perhaps the highest persuasion knowledgeable on the planet—his guide Affect is the guide on the psychology of persuasion.
“Shortage” is 1 of Cialdini’s 7 ideas of persuasion. And the most typical kind of shortage is urgency.
It might probably work wonders.
E mail 5 and 6 are your final probability to make the sale—and your final probability to get your readers to purchase from you. Usually these emails are despatched on the identical day as a result of it’s time to ramp up the urgency.
Right here’s the main focus of every electronic mail:
- E mail 5: Urgency (+ options/advantages). Ramp up the urgency (countdown timers work effectively right here). You can too push the “loss aversion” lever by portray a tragic image of what life appears like with out your product.
- E mail 6: Last reminder (+ testimonials). Sometimes a shorter electronic mail, it is a ultimate reminder—a real “final probability” electronic mail. It’s place to emphasise testimonials in case “proof” is holding individuals again.
What do these emails truly appear like?
Right here’s an instance of an “E mail 5,” from conversion copywriter Joanna Wiebe.
Jo is a copywriting phenom, and this electronic mail has all of it.
- Countdown timer (you possibly can actually watch the chance tick away from you)
- Portray a lukewarm image of life with out the product
- Phrases like “the tipping level was inside attain” (nice loss aversion)
(They aren’t about urgency particularly, but in addition discover the good use of phrases like “your invitation” as an alternative of “your probability.” How the e-mail begins with a tough promote, then instantly backs off. And the way her description of Monday actually helps you to think about that espresso store).
Sensible.
What about E mail 6?
Right here’s an instance of a closing electronic mail from fashion coach Peter Nguyen (of The Important Man).
Take a look at what he’s doing right here as a result of it’s intelligent:
- It opens with a “courtesy reminder.” Nonetheless going for the sale, however not obnoxiously.
- It reveals an actual electronic mail from an actual reader showcasing an actual objection—and tears it down.
- Additional down within the electronic mail reveals a formidable progress image from a scholar.
- It ends with a name to motion to hitch his course.
At this level, there aren’t an entire lot of causes for somebody to not purchase from you:
- They had been by no means
- They forgot to enroll
- They don’t consider your supply will assist them
At this level, there’s not a lot you are able to do to succeed in individuals who had been by no means (sorry).
However this electronic mail tackles each of the opposite 2 issues. It begins with a easy reminder, which grabs the individuals who had been kicking the can down the highway.
After which it tackles objections. It’s the top of this dialog:
Reader: “I signed up for this electronic mail listing, however I’m undecided I need to pay for stuff.”
Emails 1-4: “Right here’s all of the dope stuff you’ll get—don’t you need that life?”
Reader: “That sounds nice and all, however does it actually work? Show it.”
Emails 5-6: [proves it]
Reader: 0.o
Reader: [pulls out credit card]
Welcome electronic mail sequence Regularly requested questions
That’s a easy, 6-email welcome sequence that you should use to spice up gross sales.
Wait…aren’t there nonetheless some particulars to maintain?
Listed here are just a few FAQs (and examples of superior funnels):
- Why not simply have 1 welcome electronic mail? Isn’t 4 – 6 emails extreme?
- How typically must you ship these automated emails?
- How do you mix your broadcasts and your welcome electronic mail sequence?
- How do you transition out of your welcome electronic mail sequence to promoting one thing later?
Why not simply have 1 welcome electronic mail? Isn’t 4 – 6 emails extreme?
One welcome electronic mail is a begin, but it surely isn’t sufficient time to do every part you want it to do. Your welcome electronic mail wants to provide individuals what they need and introduce you to them—there isn’t house to additionally begin promoting your product.
Having 4 – 6 emails in a funnel offers you room to promote. It helps you present worth and transfer individuals additional alongside the journey to turning into a buyer.
If you happen to’re anxious about over sending—don’t be. Keep in mind, that is the time when individuals are most probably to hearken to what it’s a must to say.
How typically must you ship automated welcome sequence emails?
For many welcome electronic mail sequences, you possibly can ship 1 electronic mail a day. There are exceptions, however it is a completely effective rule of thumb.
If you happen to wait too lengthy between emails, your prospects don’t consider them as related—emails which are 4-days aside aren’t “nurturing” leads; they’re disconnected.
After all, this relies…
- In case your contacts want time to check out your content material or a trial, giving them that point is sensible—so long as they nonetheless work together with you in some capability.
- When you’ve got contacts who’re red-hot and able to take motion, emailing them twice a day may make sense too.
The important thing? Don’t lose momentum. Ship as typically as essential to preserve the momentum going.
Want some inspiration? Take a look at these electronic mail templates.
Professional perception: Justin Blackman on “open loops”
“A fantastic welcome sequence is an elongated tease. It tells you what it’ll do to you, for you, and the way it’ll make you are feeling on the finish. Then it drops reminders of what’s coming.
It establishes open loops to excite your mind and pique your curiosity. It drops hints and crops clues to maneuver you ahead—and each electronic mail delivers worth—but it surely holds again on giving all the great things without delay. Then it double-downs on the intrigue with an awesome P.S.
When achieved effectively, readers will bounce once they see you of their inbox—and your sender title turns into extra useful than the topic line.”
– Justin Blackman is a copywriter and creator of the Headline Challenge, the place he wrote 100 headlines a day for 100 days. You’ll be able to study extra on his web site.
(However for most individuals, as soon as per day is an efficient start line. You’ll be able to take a look at from there).
How do you mix your broadcasts and your welcome electronic mail sequence?
In your electronic mail advertising automation software program, you possibly can arrange your broadcasts in order that they don’t go to anybody presently in your welcome automation.
I get the concern right here—you don’t need to cease sending out your common newsletters as a result of that’s an enormous a part of getting individuals onto your electronic mail listing within the first place!
On the similar time, you don’t need to ship a e-newsletter to somebody going by means of your welcome electronic mail sequence as a result of that’s complicated.
In ActiveCampaign, for instance, you’ll:
- Create a “phase” whenever you go to ship your broadcast or e-newsletter electronic mail
- Exclude anybody in your welcome sequence
- As soon as they’re not in your welcome sequence, they’ll begin getting your common emails
How do you transition out of your welcome electronic mail sequence to promoting one thing later?
This one’s simple. You simply do!
You don’t at all times need to be promoting one thing in your emails—that’s a extremely quick method to get individuals to cease listening to you.
However you additionally don’t must be shy about promoting to individuals, so long as you’re promoting stuff individuals need. You get greater than 1 shot to show a reader right into a buyer—simply because they mentioned no to your welcome electronic mail sequence doesn’t imply they’ll by no means purchase from you.
Perhaps let individuals get your common e-newsletter for some time—however the subsequent time you could have a launch, you possibly can go proper forward and embrace them.
Conclusion: Superior welcome electronic mail sequence ideas
Oh, you’re attempting to get fancy with it? If you happen to’re able to take a step previous the 6-email welcome sequence, there’s a lot you are able to do.
Listed here are just a few examples of the probabilities.
RightMessage founder Brennan Dunn makes use of personalization to customise his pitch for various audiences. Right here’s an instance of how he gathers that data:
As a result of he makes use of electronic mail automation, Brennan can ship a completely completely different set of emails to every group of individuals. Doing that will increase his gross sales by 70%.
One other instance? E mail knowledgeable Val Geisler did a teardown of Shopify’s onboarding sequence. She advisable that Shopify map out completely different funnels based mostly on the place subscribers had been coming from.
The result’s fairly superior.
What about an electronic mail funnel that’s extra superior however not due to segmentation? Let’s have a look again at our outdated pal Ramit Sethi.
Copywriter Will Hoekenga did an awesome breakdown of Ramit Sethi’s funnel for Zero to Launch.
This funnel took a month and had 17,000 phrases throughout 23 emails. (Supply, Will Hoekenga)
(By the way in which, I’m fairly positive this is identical funnel that bought Ramit his 5,000,000 greenback week).
You’ll discover that Ramit doesn’t truly launch his product till A FULL MONTH after the start of the funnel.
What Ramit has achieved right here is spend extra time working the phases of consciousness. As a refresher, they’re:
- Unaware
- Ache/Downside Conscious
- Resolution Conscious
- Product Conscious
- Most Conscious
By far, the toughest step is taking somebody from Unaware of their downside to Downside Conscious. The second hardest step goes from Downside Conscious to Resolution Conscious.
So Ramit spends extra time on that a part of the funnel! He can afford to as a result of his copywriting is unbelievable, and he is aware of that individuals will preserve studying.
This funnel is just a few years outdated at this level, and it’s more likely to have modified a bit.
In truth, it has! On the time of writing, I’m actually in the course of his launch funnel for this course.
And I simply bought one other electronic mail from him.
“Will Zero to Launch work” sounds an terrible lot like a “show it” electronic mail, doesn’t it?
The basics work even whenever you get as superior as Ramit Sethi and his staff. A welcome electronic mail sequence with 6 emails is a superb basis to begin from.
{
“@context”: “https://schema.org”,
“@kind”: “FAQPage”,
“mainEntity”: [{
“@type”: “Question”,
“name”: “How many emails should you include in your welcome email series?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “We recommend sending 4-6 emails as part of your welcome series. You need to have enough emails to build trust and help your contacts out before you push for the sale—5 emails give you space to devote each email to a specific topic.”
}
},{
“@type”: “Question”,
“name”: “Why not just have 1 welcome email?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “One welcome email is a start, but it isn’t enough time to do everything you need it to do. Your welcome email needs to give people what they want and introduce you to them—there isn’t space to also start selling your product.”
}
},{
“@type”: “Question”,
“name”: “How often should you create a marketing report?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “For the most part, a monthly marketing report is the best indicator of your marketing department’s performance. Monthly reports use a solid data set and show how you’re pacing towards your goals.”
}
},{
“@type”: “Question”,
“name”: “How often should you send automated welcome series emails?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “For most welcome email sequences, you can send 1 email a day. There are exceptions, but this is a perfectly fine rule of thumb.”
}
},{
“@type”: “Question”,
“name”: “How do you combine your broadcasts and your welcome email series?”,
“acceptedAnswer”: {
“@type”: “Answer”,
“text”: “In your email marketing automation software, you can set up your broadcasts so that they don’t go to anyone currently in your welcome automation.”
}
}]
}
