There are a lot of whispers in the online marketing world about the impact of email marketing. Is it working? Is it dead?
According to Oberlo, email marketing is STILL the most impactful marketing tool. For every $1 spent, you can expect a $42 return on your investment. And while you can garner a large following on social media platforms such as Instagram, Facebook, and TikTok… You don’t OWN any of it.
That’s one of the #1 benefits of an email list: It’s yours.
With the unpredictability of social media, having something you own means you don’t lose your audience due to changes in the digital landscape.
But how can you ensure you’re getting the best bang for your buck using email marketing platforms? And how can you convert more of your audience to purchase your products and services?
Get this… The average open rate for an email is 21%. BUT – the average open rate for a WELCOME email is 82% according to GetResponse.
If you don’t have a welcome sequence in place, then you’re leaving money on the table. But what makes a welcome sequence so powerful? And how can you integrate it into your email marketing strategy?
You’re about to find out.
What is a Welcome Sequence and Why it’s Essential for Conversion
A welcome sequence is a series of emails that nurtures your relationship with your subscriber and helps you build authority, so you can increase sales.
The welcome sequence can be triggered when someone signs up for your email list, download a free resource, sign up to receive special offers, etc.
These leads are incredibly important because they’re your hottest, most fiery leads. They’re excited about whatever it is they’re going to receive from you and this is the moment to capitalize on it.
Think about it. If you provide a free resource, give it to them, and call it good, your prospect doesn’t get the chance to solidify their relationship with you. They probably download and opt-in to many different things, and if you decide to sell them an offer 6 months down the road, they’re probably not going to remember who you are and why they’re on your list.
But with a welcome sequence in place, you have the chance to solidify your credibility and build trust and authority with a potential buyer. THAT is exactly why welcome sequences are so powerful. You have the opportunity to become memorable.
How to Craft an Effective Welcome Sequence
Welcome sequence lengths can vary depending on the industry, audience, and offer, but there are a few key components that should be included in every welcome sequence.
1. The value you intend to provide
When someone opts into your email list, you have to give them a reason to stay. The reason will vary depending on what you offer.
→ If you’re going to teach your audience, tell them.
→ If you’re going to entertain your audience, tell them.
→ If you’re going to help them solve a problem, tell them.
Leading with value in your welcome sequence will help break the initial barrier your potential prospect has about being on yet another email list.
People get tons of emails every single day, make yours one they want to keep receiving.
2. Who you are and why they should listen to you
You’ve given people a reason to stay on your list, but now you need to give them a reason to believe you.
What credentials do you have that enable you to be able to teach them, help them solve problems, or even entertain them? Over everyone who may do something similar, why should they listen to you?
Your personal brand is especially important here. Your personal brand is composed of everything that differentiates you from your competitors and helps you stand out to your ideal customers.
Don’t have a personal brand yet? Check out this blog to learn how to start creating yours.
3. Validation + relatability
There’s a big difference between talking TO your audience vs. talking AT them. When you think of emails as a conversation rather than a lecture, it’ll help you gain a closer connection with your audience.
Another way to grow closer to your audience is by giving them something to relate to. If you currently have what they want to achieve, then let them know you once struggled to attain it.
By relating to their wants and validating their problems, you open the door to the last component.
4. Open communication
Garnering responses from your audience is a great way to keep your audience engaged and coming back for more. Your welcome sequence is a critical point in your funnel where you can train your audience how to communicate with you.
Using plenty of lines of, “reply to this email,” you’re opening the door for your audience to get to know you, your business, and your offers on a deeper level.
Once you complete your welcome sequence, there’s always room for optimization. You might want to play around with the length and style of the sequence until you see the best results and response from your audience.
About The Author
Rachel Gogos is a multi-passionate entrepreneur with a strong desire to help people by creating strong personal brands and businesses. She’s personally launched dozens of books, e-products, and services; and hundreds of products and services with her clients. She started her career at the United Nations headquarters in New York City, where she helped create the look and feel for the organization’s first website.
Today, in her current role running brandiD, Rachel channels over 15 years of marketing and communications experience into each and every website for brandiD’s clients.
And check out her book, Build Your Brand: The Distinctive Guide to Soul-Based Marketing. It will help you uncover your personal brand.