by Laura Gatsos Young
You’ve heard all the noise around email lists. Maybe you’ve created a few freebies, set-up landing pages and even optimized your website to promote them. You’re probably feeling pretty good about that, and you should! But, are you using a welcome email sequence to seal the deal?
The stats of small business owners who prioritize social media (followers Facebook owns) over email list building (an engaged audience they own) are shocking.
The numbers prove the misguided notion that email is “dead.” SleekNote reports that a whopping 91% of shoppers want to hear from companies they do business with via email. Seventy-three percent of millennials, widely considered to prefer social media, like to communicate with brands over email.
So, if you have a strategy to capture email addresses, you’re ahead of many of your competitors. Still, you can surpass them with a welcome email sequence that endears your audience to you.
A welcome sequence, also known as a nurture sequence or a funnel, is a short series of three to five emails automatically sent to a subscriber after opting into a lead magnet (freebie) or subscribing to your newsletter.
In this post, I’ll explain why a nurture email sequence is essential, why it works and how to write one.
Don’t worry if you have a list but have yet to nurture it. Talented copywriters can help you introduce sequences with little disruption. If you’re not list-building, you’ll learn how to do it right from the start.
Let’s get into it!
Why a Nurture Email Sequence is Important
There is absolutely no one in the world who wants to get another nameless, faceless email. People want to buy from people they know, like, and trust; a nurture sequence is a vital part of this process.
By opting into your lead magnet, your customer has volunteered to come on that journey with you. They like your stuff and are excited to hear more from you. As a result, it only makes sense to use a series of emails to engage with them further.
The numbers indicate that it takes a person seven interactions with your brand to consider purchasing. Strategically written emails that speak to your audience at specific points in the customer journey can turn them from a casual observer into a client.
Moreover, by inviting them to engage with you, you’ll be better positioned to serve them.
As part of my welcome sequence, I invite new subscribers to share their content challenges as solopreneurs. I write my emails and plan my products around their feedback. By consistently showing up for my subscribers, I create with intention because I know my audience will consume it.
Why a Welcome Email Sequence Works
Suppose you’re paying close attention to your email metrics. In that case, you’re concerned with deliverability, open rates, click-through rates, and unsubscribes.
Although rates differ by industry, a healthy open rate hovers around 20%. When a person voluntarily gives up their email to receive the freebie you created, you can bet that they will open that email. In fact, according to GetResponse, welcome emails have an open rate of 82%! Now imagine they don’t hear from you for a month. What are the chances they’ll open your next email?
Smart marketing tactics keep people engaged, so it only makes sense that you consistently show up for them with email when they’re paying attention. If you continually show up to offer value, inspire, entertain or sell based on their needs, you’ll likely take them on the next step of the customer journey.
Some Email Content Ideas
Are you convinced of the power of a welcome email sequence yet? Perhaps you’re eager to get started, but the thought of more content creation gives you pause. I hear you!
Here are some simple welcome sequence ideas. You don’t have to reinvent the wheel! Repurpose content you’ve created for your website and social media accounts for the emails.
EMAIL #1 – Deliverable Email – deliver the freebie embedded as a link and introduce yourself. Explain why you created the offer and how they’ll benefit from it.
EMAIL #2 – Personal Email – share your business story and indicate how often they’ll hear from you and what to expect.
EMAIL #3 – Resource Email – share a bit more about your work and direct them to resources that align with the freebie you sent them. Host a podcast? Invite them to listen to a relevant episode or blog post.
EMAIL #4 – Ask a Question – What are you interested in learning more about or struggle with when it comes to (term)? What product/service would make your life easier?
EMAIL #5 – Quiz – quizzes are a big trend in the marketing world. People love taking them, and marketers can glean a lot of information about their clients. Some examples might be: “What is your copywriting style?” “Find out what your morning routine says about your working style.” Participants receive the results via email, creating another communication opportunity.
Nurture Your People
Admittedly, email might is not as shiny and fun as IG Reels or TikTok. Still, it’s the only marketing tactic that delivers $1 in sales for every subscriber. That’s right; dancing on TikTok will not consistently produce that ROI.
If you’re looking to add to your email list (always!) or build one from scratch, a welcome sequence is the first step to making your subscribers fall in love with your brand.
Do you have any tips for email list building? Share them in the comments!
I am a digital content writer based in Toronto. I write email, social media and website copy for female entrepreneurs that serves their audience, drives traffic to their website and converts followers into clients. Follow me @writerlauragatsosyoung or subscribe to get weekly tips and insight into digital marketing.