You’ve probably heard the term ‘Welcome Email Sequence’ being thrown around a lot, you may even have one or two emails set up yourself… but what is a welcome email sequence and why is it important?

A welcome sequence is an important part of your email marketing strategy because it drips feeds your most valuable content to a new subscriber which helps them get to KNOW, LIKE and TRUST you enough to eventually buy.

What is Know, Like and Trust?

This is the holy grail of marketing, because people buy from people.

In the online world, you have to go the extra mile to introduce yourself and help people understand the value that you bring to their shopping experience that sets you apart from your competitors.

In other words, when someone signs up to your email list you have peaked their interest. Their full attention is aimed at you and they are willing to enter into a conversation and are more open to learning something new.

Your job is to become memorable.

The way you do this is by focussing on content that is going to get your new subscriber from point A (the sign up and the peak of their interest), to point B (getting to know you enough to like you and therefore trust you with their business).

And the way to get them to point B is by giving them stuff that sticks in their head like PVA Glue.

Why a series of emails and not just one?

Because one point of contact (one email) is not enough to build a relationship. But, by sending multiple emails that serve different purposes, you’re able to draw people closer to your business and what you stand for.

Here’s 6 reasons why you need a welcome email sequence for your business

1. It continues momentum that’s already there.

When someone signs up to your email list, they’ve made a mini-commitment to you by handing over a piece of personal information… BUT, they’re interested in it NOW.

If you don’t email them again for weeks, that interest fades and they will be distracted by other things, because… life.

BUT when you email them again (right away), and then again shortly after that, and then again shortly after that, you’re giving your subscriber new things to engage with frequently enough that their interest won’t fade so fast.

2. Allows you to get to know THEM

Your welcome email sequence should provide a way for you to learn more about your new subscribers, e.g. you can ask a question and prompt them to reply back.

When you get a subscriber to take an action like this it engages them even further, and the more engaged they are the better for building a long-term relationship.

3. Allows them to get to know YOU

Your welcome email series is a way for new subscribers to get to know you too.

By sharing your origin story, and other information, they get to know the person behind the brand and your WHY.

Remember: People buy WHY you’re selling a product, not WHAT you’re selling.

This also provides an opportunity for your subscribers to get to know you through your writing, brand voice and unique style.

4. Introduces new people to your best old content

New subscribers may not know much about your brand and have likely seen very little of your content.

Now is a great time to introduce them to and show case your knowledge by directing them to thoughtfully curated content that’s still super relevant.

It’s the stuff that new subscribers will WANT to know about it, for their own good. Whether that’s educational blog posts, videos, infographics, livestreams etc. – any piece of content people have really loved in the past is a great topic to share in your sequence.

5. Deepens their connection with you

Audience connection is worth so much and you still want to take it further by asking them to follow you on other platforms.

The more connections they have with you, the more chance there is of them seeing your content which keeps you top of mind when it comes time for them to buy later on.

6. Sets them up to buy

All this relationship building is basically you laying the foundations to get them to buy. You’re helping them cement their initial interest and validate their decision for handing over their email address to you in the first place.

What a welcome email sequence for your business?

Great! Read about how I can help you stand out in a sea of sameness with a welcome sequence of your very own – whether it’s a makeover or created from scratch.