First things first, let's talk about why email welcome automation is so important.
When someone subscribes to your email list, they're essentially giving you permission to communicate with them on a regular basis.
This is a big deal because if you're like me and have an inbox of unopened emails and only read the ones you are drawn to, often deleting batches of unopened emails to clean things up, you're going to have subscribers like that too, and it's your job to make sure that first impression is a good one.
A well-crafted welcome email can set the tone for your entire relationship with that subscriber, so it's important to get it right.
How Long Should Your Welcome Email Sequence Be?
When it comes to the length of your welcome email automation sequence, there's no one-size-fits-all answer.
However, there are a few things to consider when determining the length of your sequence.
First, think about the goal of your welcome email sequence.
- Are you trying to introduce your brand and what you offer?
- Are you trying to get the subscriber to make a purchase?
- Are you trying to build trust and establish a relationship?
Depending on your goal, your sequence may need to be longer or shorter.
Also, test, test, test.
Test the length and see where the open rate dips and either rewrite the email or remove it.
It's not a set and forget type of task, it's a living automation that you need to tend to in order to get the best welcome email automation sequence you can.
Another thing to consider is your audience.
- Are they new to your brand or are they familiar with it?
- Are they likely to be engaged and interested in what you have to say, or are they less likely to be engaged?
Depending on your audience, you may need to spend more time introducing your brand and what you have to offer.
In general, a welcome email sequence of 3-5 emails is a good starting point.
This allows you to introduce your brand, establish a relationship, and make a call-to-action without overwhelming the subscriber.
But if you feel like you need more or less emails it's totally fine, it depends on your specific case and strategy.
You can always add more at a later time.
What to Include in Your Welcome Email
So, what should you include in your welcome email? Here are a few things that I always make sure to include:
1. A Personalized Greeting
This can be as simple as using the subscriber's name in the subject line or opening sentence of the email.
It's a small touch, but it can make a big difference in terms of making the subscriber feel valued.
Personalization can also extend to other elements of the email, like using the subscriber's location or the source of the subscription.
2. A Clear Call-to-Action
Your welcome email should have a clear goal, whether it's to encourage the subscriber to make a purchase, download a resource, or follow you on social media.
Make sure your call-to-action (CTA) is prominently displayed and easy to find.
You can have a different call-to-action in each email so that you are 'training' your subscribers to be interactive with you.
3. Information on What to Expect
Let your subscribers know what they can expect from your email communications.
For example, if you'll be sending weekly newsletters, be sure to let them know that and make sure to stick to that schedule.
You can also mention the type of content they can expect to receive, such as tips, news, or promotions.
Include links to your best content to see if they click through to read your posts and show off your best work.
Spread the best content over several emails AND don't just link to blog posts.
Include your most popular YouTube video, or Twitter thread or Pinterest Pin, or Instagram Carousel.
4. An Incentive for Staying Subscribed
To encourage your subscribers to stay engaged with your email communications, consider offering an incentive for staying subscribed.
This could be a discount code for a purchase, a free resource, subscribers only content, or a chance to win a prize.
5. Social Media Links
Include links to your social media profiles in your welcome email so that your subscribers can connect with you in other ways.
This can help to increase engagement and build a stronger relationship with your audience.
It is also keeping your brand in the forefront of your subscribers mind on numerous platforms.
6. A Note on Privacy and Unsubscribing
Make sure to include information on how your subscribers can update their email preferences or unsubscribe if they wish to do so.
This helps to build trust and ensures that your subscribers feel in control of their email experience.
It also helps you because you only want engaged subscribers on your list who want to hear from you and are more likely to buy from you than those who delete your email without even reading it.
Cleaning your list regularly also saves you money by not paying for contacts that aren't opening your emails.
It is better to get started and create your welcome automation and over time edit it as you become more comfortable writing and understand what your subscribers are looking for.
Got any tips on this subject, please share them in the comments.
