Email sequences are a part of the strategy to scale your business that can work in the background while you’re tackling all the other day-to-day tasks in your business.
Whether you’re adding an additional stream of income or streamlining the process of converting 1-on-1 clients, an email sequence is a way to stay top of mind and (eventually) close the deal. So why do so many business owners avoid implementing one in their business?
There are a few reasons (keep scrolling) but every day you go without a welcome sequence, you’re leaving money on the table by NOT convincing your perfect fit clients that you have the perfect solution to solve their pain points.
You’re leaving money on the table without a welcome email sequence because people want to hear from you
This is a BIGGIE. People signed up to your email list because you have something that they want. That something was your opt-in but they know that signing up for that opt-in means they are going to be marketed to. They are expecting it. They are ready for it. SO when you avoid sending emails because you don’t want to “overwhelm their inbox” you’re punishing them and selling yourself short.
Instead of thinking people don’t want to hear from you, recognize that people don’t want to hear all about you. They want to know how you can help them, so build a welcome email sequence around how you help your audience achieve win X in a way that’s super beneficial to them. For example, you help them write emails in 30 minutes.
You’re leaving money on the table without a welcome email sequence because you’re being too damn nice
This may hurt a little but it’s true. Just like you’re not doing yourself justice by saying all the things that you think your subscribers want to hear. So, you can have a welcome sequence (which is great) but it can completely suck if it doesn’t get to the good stuff.
If your welcome sequence is full of fluff or doesn’t take any hard stances on important, controversial topics, you’re missing the mark. Similarly, if your welcome email sequence includes super fun stories about dating app fails (and you aren’t a dating coach or similar) without looping it back to your actual expertise, you have a lifestyle blog in the form of an email marketing list.
My advice to you is say things in your welcome email sequence that are going to make some people dislike you. Don’t shy away from hard topics and think that you can broach them later. Say them up front when you have their undivided attention. If that thing makes them want to leave LET THEM LEAVE. You want your welcome email sequence to help perfect fit clients fall in love with you. And you want people who aren’t here for what you have to say to unsubscribe ASAP. You don’t need to pay for people who don’t want to be there OR lower your open rates.
You’re leaving money on the table without a welcome email sequence because people may forget who you are
As business owners, we mean well. We mean to keep up with our content calendar and send emails on our regular schedule but sometimes it doesn’t happen. But what if you’re in a lull where you don’t send your weekly emails for 2 weeks. What if someone subscribes during that time and only gets a confirmation email?
And then when you do finally get back to emailing your list, they haven’t heard from you in 3 weeks and barely even remember downloading your opt-in and immediately unsubscribe.
A welcome email sequence bridges the space between when they join your email list and when they first receive a weekly email newsletter from you. So, if you do fall off your weekly email newsletter game (and yes, I said weekly) at least your audience will have gotten a chance to learn who you are and how you help so that they remember who you are when they return!
You’re leaving money on the table without a welcome email sequence because new subscribers are the most engaged when they first subscribe
If nothing else has convinced you, maybe this will! When someone first joins your email list they are excited about what you’re offering. They probably spent some time looking for a solution that you provide and now they are optimistic about not having to look anymore. Ideally, you should take this opportunity to convert them to a customer (of a digital product) or client (of a service).
If you don’t have something immediately available, offer them another piece of content to engage with like another opt-in or a blog post. Once you have them on your list, you still have to continue to woo them with your expertise.
Speaking of being wooed, which of those 5 reasons have convinced you to start (or revamp) your welcome sequence today? Tell me below!