Welcome Sequence Woes

Over the past few months, my life has become all about Welcome Sequences.

Three clients have asked for my help with it, I wrote a guest post about it, and it's come up in so many of the consulting calls I've had. I've even created a new opt-in all about it!

It's literally become my soapbox rant, but it's no wonder why.  

As I've been telling just about everyone, welcome sequences offer you a unique and HANDS off approach to connecting with your clients in a genuine way.

More importantly, with so many people becoming aware of email marketing, it's also becoming expected.

Thankfully, writing beautiful and effective welcome emails is easy.

Remember, it’s all about acquainting your client with your brand and giving them the information they need to know about being on your list (when do you email, what do you share, etc.)

I like to take everything I've learned about my ideal customers, from 1:1 emails and surveys, and adapt it into five –mid length– emails.

I also like to use this formula:

 

Email 1: Introduction and set expectations for the broadcast delivery

Email 2: Share an example of your regular content

Email 3: Highlight major pain point of subscribers

Email 4: Continue sharing your best content

Email 5:  Engage with your reader via a survey

 

Once you have the bones flushed out, include places for your readers to engage with you.

The sooner you do, the easier it will be to continue that engagement, so prompt them to tell you what they think, vote for something, or like a page. Otherwise, it can be one of the biggest missed opportunities.

Lastly, while opinions on this matter differ greatly, welcome sequences are about getting to know one another, not selling. So, if you worry about being sleazy or scam-y in your marketing, save the promotion until after you've developed a relationship with your readers, and use your welcome sequence to nurture.

Ready for more welcome sequence help? Click here!

My #1 tip to set your email marketing up in the long run (Investing functionality)

Recently I was asked to partake in a summit to talk about the pros and cons of email marketing. While speaking with the host, she mentioned that she's changed email marketing providers 4 times in the last year.

WOAH!

I know there are a lot of options out there, and subsequently a lot of conflicting information, but picking the right email delivery services (EDS) early on is crucial for not only your list health, but for your sanity as well.

To save you some time, and without getting into all of it right now, there comes a point when Mailchimp, (especially Mailchimp’s FREE version) will just not cut it.

I think you’ll be surprised how fast that time will come. Not only that, but I think you'll definitely be surprised at how annoying it’ll be to move to a different program.

That's why I always suggest investing in functionality as early as possible. This way, you can begin setting up all your systems right the first time.

With that said, how the F are you supposed to know which EDS to choose?

First things first – ALWAYS, always, know your numbers.

Get a goal for what you want to sell with your list and get honest about how many people you’ll need on that list to meet your goals.

I think you can get a good gauge for the level of interest you’ll have with email marketing if you look at your long term business vision. Does it include passive income, selling larger programs, making bank?  Then you’ll need to have a well rounded list.

Secondly – test them.

Many of the EDS' have a free trial period, all of them have tutorial videos, and most of them have wonderful support teams that will allow you to ask questions at nauseam.

Once you get in there look at how the system allows you to tag, segment, and AUTOMATE campaigns.

Do you like it? Is it intuitive to use? Will it incentives you to send your weekly broadcasts, or will you put it off cause you hate using it?

Find one that comes with the functionality that will foster growth later on AND that you understand, enjoy, and are excited about.

Finally – be smart about it, too.

Confession time: I don't believe in using programs for the sake of using programs. So do I think you need Ontraport or Infusionsoft with 8 (or even 800) people? Probably not.

These programs offer so much functionality that if you just aren't THERE yet, they can be overwhelming, costly, and frustrating. So set yourself up with a program that 'meets you where you are now.'

Then, when the time comes to make the move to one of the more expensive and advanced EDS, you can hire someone (like me.)

 

The most interesting way I’ve found to nurture a small list

When you're growing a business, building a list is the ONE thing you know you need to have. Unfortunately, if you don’t take your time to set your list up properly and nurture appropriately, the disorganization can really bite you in the butt later on.

In this post, I’ll be highlighting one of my favorite was to nurture my list, without being forced, sale-y, or unauthentic.

Let's jump in:

One of the hardest parts of having a small list, is knowing what to do with it.

In a ‘traditional’ list building environment, we assume that 1% of our list will convert. But what if you only have 300, 120, hell only 60 people... you’re kind of shit out of luck for making sales, right?

This can be especially hard for businesses that have a niche audience, and don’t NEED to find 10,000 people in order to sell their services.

For instance, I have one client who only needs to find 2 clients, every 6 months. For her,

having a small ACTIVE, list is going to be more valuable than a larger INACTIVE, list.

If that’s your case, what are you to do? Well, first things first – ALWAYS, always, know your numbers. Get a goal for what you want to sell to your list and get honest about how many people you think you’ll need to meet your goals (round up). After that it's simple. 

My tip for you is to nurture, and nurture in a way that is absolutely NOT automated.

If you have 0-200 people on your list, take some time out of your day for the next few weeks and WRITE each of them, 1:1.

Now this sounds crazy, because it is a little crazy. It can take a good chunk of your time, but it’ll be worth it. By writing your people 1:1 and starting that conversation, you’ll learn more about my audience than you could imagine. But most importantly,

You’ll be fricking unique.

I guarantee, you’ll be one of the only people that they’re getting non-automated emails from, and therefore building that know, like, and trust (in a real genuine way) a whole hell of a lot quicker.

Try it, see how it goes and then let me know.

Or you can opt-in to my list on the bottom of the page and see what it's like to receive a 1:1 email on the other side of things. 

The 5 Step Formula for Ridiculously Openable Emails

There is no time for fussing about when it comes to truly clickable emails – let's just jump in. 

  1. Test Your Headlines: If no one is opening your emails, then no one will click them. Easy Peasy.

  2. Nurture before you sell: I know you know this, you know you know this – but there are plenty of people still doing it! One quick way to not propose marriage on the first date, so to speak, write your Welcome Series! This give subscribers 3-5 emails to get to know you before you even think about selling to them!

  3. Condition the click: While you’re not selling to your audience, you still want them clicking links in your emails to build the PRACTICE of clicking. But if you aren’t selling to them what are you having them click? Social media links, blog posts, or other free content are all really great options. Just begin the clicking practice before there is something important on the link.

  4. Segment your list: Every marketer on the planet will tell you to do this, and I’m no different. Segment that list, yo! If you know that something is very appealing to one subset of your list, why wouldn’t you send them content on those specific topics – every time? In the long run, segmenting will pay off time and time again.

  5. Have 1 Call to Action: People on the internet are like gold fish. When they see a shiny object they click away, so if you need people to click have a single call to action (and front load your emails so you get to it sooner) so the path to you link is straight and clear.

Need help creating your own ridiculously clickable emails? Well then, you know what to do (*Hint Click here!)