Ever notice how most welcome email sequences feel like a never-ending stream of "value" that never actually gets to the point? You know the type - 14 days of tips, tricks, and "free training" before they even hint at making an offer.
Here's the thing: Your welcome sequence can make or break your relationship with new subscribers. Get it right, and you'll turn them into loyal fans and buyers. Get it wrong, and they'll either ignore your future emails or unsubscribe completely.
Let me show you how to craft a welcome sequence that actually converts.
The Three Core Goals of Your Welcome Sequence
Your welcome email sequence needs to accomplish three key things:
1. Give new leads a compelling reason to stick around
2. Plant the "buying seed" in their minds
3. Repel tire kickers and freebie seekers who will never buy
Think about it - why waste time nurturing people who will never buy? Instead of trying to please everyone, your sequence should actively filter out the wrong people while drawing in your ideal customers.
To achieve these goals, you need to:
- Deliver the right kind of freebie (one that creates a problem your paid offer solves)
- Set clear buying expectations from day one
- Actively encourage the wrong people to opt-out
But before diving into the emails themselves, you need to lay the foundation by defining your world.
Step 1: Define Your Core Values and Principles
The best clients are the ones who see the world the same way you do. That's why you need to start by clearly defining:
Your Core Values (About Life)
- What you fundamentally believe about life
- What principles guide your decisions
- What you stand for and won't compromise on
For example, some of my core values include:
- Family above all
- Peaceful profits over hustle culture
- Freedom and independence
- Radical honesty
- Abundance mindset
Your Core Principles (About Your Business)
- Your philosophy on how things should be done in your industry
- What you believe is the "right way" versus the wrong way
- The non-negotiable standards you hold
My core business principles include:
- Get rich for sure, not quick
- Work smart, not hard
- Always multiply your leverage
- Only fish where the fish are
- Build a list or die trying
- Create something valuable every day
These become the raw materials for all your welcome emails. Each email should reinforce these values and principles to attract the right people and repel the wrong ones.
Step 2: Map Out Required Beliefs
Next, get crystal clear on what someone needs to believe to buy your product. These are the mental shifts that have to happen before someone will become a customer.
For example, if you're selling an email marketing course, they need to believe:
- Email is still a viable marketing channel despite newer platforms
- Writing skills can be learned (not just natural talent)
- Consistency and systems beat raw creativity
- Their expertise can attract buyers
- Small daily actions compound into big results
- It's worth dedicating time to master email marketing
- The income potential justifies the investment
You also need to identify and address beliefs that would stop them from buying, like:
- "Email is outdated compared to social media"
- "My list is too small to make real money"
- "I'm not a good enough writer"
- "I don't have time to learn another skill"
- "My offers are too low-priced for email to work"
Step 3: Write Story-Based Emails
Now comes the fun part - crafting the actual emails. The key is using stories to transfer your core beliefs and values.
Each email should:
- Open with an engaging story
- Connect that story to one of your core principles
- Include subtle proof/credibility elements
- End with a clear next step
For example, here's how I might open an email about the power of email marketing:
```
Subject: The alarm clock slasher
I used to hate those brutal mornings.
Sleeping peacefully only to wake up to a loud alarm.
These days, I don't have an alarm to wake me up anymore.
Not only because I hate them, but because I have no urgent obligations in the mornings.
You see, I prefer to shield my mornings from stress triggers.
Because when my mind is calm, I'm simply at my best.
And the only reason I get to sleep in like this is because of the business model I built:
1. I have an email list
2. I send emails to that list selling stuff...
And I make a good living.
```
This story reinforces my values around peaceful profits while demonstrating the lifestyle benefits of email marketing.
It's more powerful than just stating "email marketing can give you freedom."
Structuring Your Sequence for Maximum Impact
Here's my suggested schedule for a 14-day welcome sequence:
- Day 0: Welcome email + 6-hour follow-up
- Days 1-12: One email per day
- Days 13-15: Two emails per day
- Day 16: Final 2-3 emails
The intensity ramps up towards the end to drive action on your offer before the sequence ends.
The welcome email itself should:
1. Fulfill the original opt-in promise
2. Tell them what to expect
3. Tell them who should unsubscribe
4. Build curiosity for future emails
5. Convey your personality and methodology
6. Polarize intentionally
7. Ask them to whitelist you
8. Invite replies
Make a Special Time-Limited Offer
To drive immediate action, include a special offer that expires at the end of your welcome sequence. This could be:
- A discount on your core offer
- Special bonuses
- Extra 1-on-1 time
- Premium add-ons
The key is making it genuinely special and time-sensitive. Don't use fake scarcity - make it a real deadline and stick to it.
The Bottom Line
Your welcome sequence isn't about bombarding new subscribers with endless "value" before making offers.
It's about quickly establishing your worldview, transferring key beliefs, and giving the right people a clear path to becoming customers.
Focus on stories over pure teaching. Polarize instead of trying to please everyone. And most importantly - don't be afraid to make offers early and often to the right people.
The best part?
Once you set this up, it works on autopilot to convert new subscribers into buyers day after day.
Ready To Grow Your Business With Email? Other Ways I Can Help
1. Just getting your list started?
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Go HERE.
2. Tired of landing in spam?
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3. Want to write daily emails without spending hours staring at a blank screen?
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Go HERE.
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