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copywriting and content strategy for entrepreneurs
If you’re focused on growing your online business, your number one goal is to build a following. (And not just a following – a LOYAL following, right?)
After all, your business won’t move forward an inch without an audience that’s eager to purchase your goods and services…
So what’s the first step? What’s the best way to convert your curious site visitors into loyal clients?
You need to create a reason for your audience to opt-in to your community.
The best way to do this is to offer an irresistible freebie – in exchange for their email address. And then deliver it with ~
A dynamite welcome email sequence.
Many online business owners have some sort of welcome email that’s triggered to thank the new subscriber for signing up… But a single email builds about the same amount of trust as an “open” sign in a shop window.
It says hello. It says you’re open for business. But one single email screams, “I’m too busy to take care of you and all I have time for is this (automated) virtual handshake”.
It IS better than nothing, but your potential customers deserve more, don’t you think?
Reason #1. You’ve probably heard this before – Your email list is the only list you have any control over. You may have 44,327 engaged followers on your favorite social media platform, but you don’t OWN those contacts. So if a catastrophe happened and your social media platform went away (it happens – think MySpace, Google+, Vine), you’d be left starting from scratch if you didn’t have an email list. And if you want people to avoid clicking that “unsubscribe” button at the bottom of your emails, you need to spend some time giving them reasons to stick around. Your welcome email sequence is the perfect way to do this.
Reason #2. Welcome emails have by far the highest open rate (2x higher than others you’ll send). Why is this? Your new subscriber is at the peak of their interest in what you have to offer! They want more of your content and they’re building trust in your brand. This may be the only time you have their attention, so why wouldn’t you take advantage of that and nurture the new relationship with some extra special communication and value?
Reason #3. The “Buyer’s Journey” is real and your welcome email series is key to starting potential clients on their journey to buying from you.
Here is the process I’ve created for writing the most effective welcome email sequences:
Step 1 – BEFORE You write
a) Know your audience and write as if you’re speaking directly to one person in that group. If you’re unclear at ALL about who you should be speaking to, join my free 5-day content camp email course to help you build clarity on who you’re writing for and what you should be writing.
b) Plan your workflow. I recommend sending your first email immediately after your new subscriber signs up – especially if they signed up because they shared their email address in exchange for your freebie. You’ll break trust right off the bat if you make them wait for the freebie, so don’t delay!
Recommendation for the timing of the emails thereafter:
c) Plan the welcome sequence – backwards. What are you ultimately driving your audience towards doing by the end of the series? Then plan your big idea and your mini call to action for each individual email.
Step 2 – Write the first email (the welcome email).
Start your welcome email with an introduction. But don’t stop there. After you “shake hands”, set the stage for the INCREDIBLE value your reader will receive if they stay tuned into your future emails. Ideally, the value you share will be connected to the freebie your new subscriber opted in for.
Step 3 – Write the 2nd, 3rd, 4th, etc. emails.
Email 1: Welcome. Welcome the new subscriber to your business, share the freebie they signed up for, and briefly share the value your subscriber will receive in future emails.
Email 2: Who I Am & How I Work. Build trust by introducing yourself and sharing a little bit about your background.
Email 3: What to Expect From Me. What is the pain point of your typical customer? Exactly what can they expect from YOU that will alleviate that pain?
Email 4: Build Value. Share another irresistible freebie. Make your brand valuable! Keep your subscriber engaged.
Email 5: Testimonials. Continue to build value by sharing how your service has helped others.
Email 6: Begin Sales Sequence At this point, your luke-warm leads that have stayed with you this far have become full-fledged followers. They know and believe in your brand. They’ve come to trust you and what you’re delivering.
Now you can actively sell them your service – and they are much more likely to buy, which means you are hitting your number one goal – building a loyal following – and ultimately – growing your business.
Want some help planning your welcome email series? Grab this free planner and you’ll have a writer by your side, coaching you through exactly what to write!