The welcome series is absolutely essential in making your new subscribers feel welcome and get a brief taste of who you are. You need to show them value immediately to make a great first impression! Think about the billions of things you can do on the internet… yet one person out there has chosen to subscribe to you. They want to know who you are! They want to be in your funnel!
Starting the Welcome Series
Ideally, you want to send your welcome email as soon as someone hits subscribe. Triggering this function on whatever email platform you’re using is essential to capture your subscribers’ attention and warms them up to your brand, before you start sending out your sales emails to them!
We recommend including several – anywhere from 3-6 – emails in your welcome series before you move into your sales funnels.
Now… we don’t mean saying “Welcome” 3-6 times! You need to remember that your subscribers may not open or even see every single email that you send out. If they miss your initial “Thanks for Subscribing” email, you still want to have a few more points of contact to build and develop that trust that you need.
Remember, while email marketing is an amazing sales tool, it’s also a fantastic tool to create and foster relationships with your subscribers.
Let’s Start with a Tasty Example
We’re going to start off with the very first email. Let’s look at an example of a welcome email from Minimalist Baker.
Minimalist Baker is a veggie-friendly food blog that celebrates simple cooking. When you get into their funnel, whether it’s by subscribing or by downloading their top recipes eBook, you’re greeted with something that looks like this:
Warm and welcoming, the email starts off with a self-introduction to tell the reader what value they’re getting from the brand…
Minimalist Baker celebrates simple cooking by sharing recipes that require 10 ingredients or less, 1 bowl, or 30 minutes or less to prepare. All eaters welcome.
…and what value they’re getting from subscribing to their emails:
Expect new recipes every three days, with a mixture of savoury and sweet including desserts, breakfasts, entrees and more.
Scrolling down the email, we see the woman behind the blog, Dana.
Including a profile image and biography, Minimalist Baker is working on forming the ‘first base’ of her relationship with her subscribers. By including this biography, she’s also backing herself up—a blogger since 2010, and a list of all of her projects.
She’s positioned herself as an authority in her field, and adds an extra touch by including her favourite morning drink – a creamy matcha latte.
We could continue with a ton of other great examples, but let’s just head right on in to how you can create your great email welcome series.
The 7 Components of a Perfect Email Welcome Series
In order to create a strong series to build trust, you need to include these 7 things to make sure that your emails shine. Let’s go right on in.
Number 1: Introduce yourself
Now, this should go without saying. When you have a new friend come over for dinner, what’s the first thing you do? You introduce yourself, thank them for coming, and welcome them to your home!
This is exactly what your Welcome Series needs to do.
Depending on your brand’s voice, this may be quite formal and professional, or this could be warm and inviting, or laid back and relaxed.
From the get-go, it’s vital to have your brand’s voice and tone firmly established to set the stage for all of your future emails.
If a bank sent you a welcome email saying “Howdy Partner!”, you might be a little confused, right? Unless you’re a local Texas bank we suppose!
In your initial email, make sure you’re doing the following:
Greet the reader by name and thanking them for subscribing.
Remind them how you’ve gotten into their email inbox! If it was through a download, thank them for downloading and say what more they can expect from you.
Spark their curiosity. What’s your next email going to be?
Number 2: How can you help?
Every. Single. Marketing. Communication. Must. Show. Value.
Remember, it’s not about you! It’s about your customer and how you are making them happier, their lives easier, or whatever tangible benefit it is you offer.
Like we saw in our Minimalist Baker example, the introduction email immediately tells the reader you’re going to be getting healthy, easy-to-make recipes that take 30 minutes or less, and you know exactly how often you’re getting the recipes in your inbox (every 3 days).
Just because you’ve gotten someone into your funnel doesn’t necessarily mean that they’ll become a customer! Keep on showing value before the hard sell starts.
This is why your welcome series needs to address whatever problem your brand can solve, and it needs to be customer centric.
Do you have another freebie you can offer? Point your reader in the direction of your favourite resources – are there any books or websites that they can use as reference alongside you?
Number 3: What makes you an expert?
Your welcome series also has to answer the question, “Why should I trust you?” When we look for doctors, we want to know where they’ve gone to school and where they’ve practiced their residency.
But it doesn’t just stop at the professional services.
Your welcome series should also show the face behind the brand – even if you’re not positioning yourself as a guru, sharing a photo of your founders with their experience, past projects, or any other credibility factors that you have is key to building trust, and eventually making that coveted sale.
But why? Well, humans trust other humans much more than faceless corporations. We want to buy from brands that we feel connected to, that we can relate to.
Number 4: Where did you come from?
Following the last point, including your brand story in your welcome series gives your reader an insight to your brand’s vision and your brand’s mission.
Why are you in business? What makes you so passionate? Why are you different from the others?
Telling your brand’s story makes your readers feel as though they’re a part of your journey – which they are!
What is your brand vision and mission?
A brand vision statement declares the ideas and passion behind your brand, and a brand mission statement defines your business, your objectives, and your approach to these objectives. These two statements serve not only as inspiration and guidance for you, but for your customers as well.
Creating your brand’s story and sharing it in your email series is not only important to build your relationships, but it’s also a fun way for you to exercise your creativity.
Number 5: Give them content
The saying you hear practically everywhere…
Maybe your subscriber has gotten into your funnel by downloading your whitepaper, but have they seen your blog posts?
Or maybe you have a weekly vlog series that you’d like to introduce them to! Keep on showing your value to earn their trust.
Number 6: Encourage engagement
We’ve seen that many businesses use a ‘Do Not Reply’ email function in their automations. Now, this can work for your product launch emails or customer service emails, but in your welcome series, we’ve found it can be really beneficial to actually allow responses and encourage subscriber engagement by asking them some questions!
You can ask just about anything under the sun, but again, you want to make the questions personal and customer centric.
Remember, these subscribers are still in the very beginning of the relationship with you, so you’ll want to avoid asking questions that are overly product or service-specific for the moment.
If you don’t want to allow replies to your email, don’t fret! You can invite your readers to engage in a multitude of ways.
You can create a link to a landing page on your website where you receive feedback, or you can link to your social media channels like Twitter and Facebook and invite them to leave a message.
Number 7: Introduce your products or services
So, after warming up your audience with the value you have to offer, you can now start to briefly discuss what sort of products or services you actually provide.
Don’t show off your most expensive item yet!
Again, it’s all about adding value.
This is going to be your 5th or 6th email that you’re sending, it’s still very early on in your relationship.
But, it is time to nudge your readers into the sales funnel. As the last email in your welcome series, you want to slowly start incorporating your products or services in.
Start off by offering your lower-cost products or services!
Your welcome series is meant to answer any questions that your subscriber may have about your brand, and answer “Why is this worth my money?” This is why you still don’t want to go for the hard-sell of your big-ticket items just yet.
A Final Word
Feeling ready to go with your own welcome series? We know you are!
This blog was inspired by Adversent’s Email Campaign Mastery Course, where you can learn how to create a profitable email campaign to build relationships with your subscribers and get 1000s of sales.
Adversent is a digital marketing education company that provides business owners and budding entrepreneurs a place to learn the real methods of how to build a successful business online.