We’ve decided to build an email list, we’ve chosen our Lead Magnet, now it is time to build some emails.
The first thing to think about is your Welcome Email Series Campaign.
A Welcome Series is a short list of automated emails that are triggered anytime someone signs up for your email list. These can also be called an onboarding email series or a trigger email series.
But whatever you call it, it is going to do a number of things:
1. Deliver Your Lead Magnet
Your Lead Magnet should be the first thing your customers get. This is why your customers gave you their email and you need to deliver on that promise.
So, your first email in your welcome email series delivers that Lead Magnet.
2. Ensure Your Customers Get Your Emails
Evading the spam folder is in your hands to a point. But you want to make sure your loyal customers are getting your emails.
To that end, you want to include in your Welcome Email Series directions on whitelisting your email address.
You can’t cover the directions for how to whitelist for every email provider, but something to the effect of ‘be sure to whitelist this email address. Google directions on how to do that for your specific email provider’ should do that trick.
And make sure they know that allows them to get your emails regularly.
3. Congratulate Them
Congratulate your customers! They have taken the first step to getting to know your company better!
Let them know they did it right. This is a journey you are going to take together.
4. Encourage Connection
You’ve just delivered your Lead Magnet, now is the perfect time to encourage engagement by asking them to confirm they got it with no problems. Just tell them to reply to the email and let you know.
This lets you know that you are doing something right in your delivery. It also decreases the likelihood of your emails ending up in the spam folder.
Just like on social media, engagement helps you out. When you get your clients used to engaging with you they are more likely to continue to do so, leaving you the opportunity to ask for reviews, share posts, or refer a friend!
So, start this two-way street buy asking them to confirm they were able to receive your Lead Magnet. And don’t forget to respond back to them!
5. Upsell
A great reason to have an email list is to be able to continue to sell to a customer over and over again. So, your Welcome Email Sereis should include an upsell.
If you sell many products, you may want to have multiple Welcome Email Series so you can customize the upsells.
If you are a service-based business like a veterinary clinic, maybe it is an invitation to set up an appointment.
The idea is to take that one-time customer or random signup and make them a loyal client. So, show them how you can add to the experience.
Once you have your Welcome Email Series set up, it will go out automatically every time you get a signup.
It works like a journey, drawing your customers in to a relationship where they know, like, and trust you.
If you need more help with your Welcome Email Series, check out my email services.
Next month we will talk about content ideas for emails. So, remember to check back!
And if you missed our previous installments, check here to catch up!