From Stranger to Friend: The Power of a Welcome Email Sequence
Imagine this.
You’ve been invited to someone’s house for the very first time. Perhaps a colleague from work.
Despite your precious few free days, you can’t get out of this.
And your colleague, let’s call him Carl from Customer Service, is thrilled to have you over. He can’t stop talking about all the fun things he has planned for the two of you to do.
So, you reluctantly ditch your plans to Netflix and chill because, if you’re going to be 100% truthful, it kinda seems like Carl doesn’t have many friends.
On the agreed-upon date, you get in your car and drive to Carl’s house.
When you finally arrive at his place, you walk up his driveway to his front door and ring the doorbell.
Silence.
You don’t hear voices inside. There’s no sound of anyone moving around on the other side of the door.
Nothing.
You double-check the address Carl gave you to make sure you’re at the right house. How embarrassing would it be if you were ringing the doorbell of a stranger’s home?
But nope, you’re at the right place.
You knock a little harder, thinking maybe they’re in the backyard and can’t hear you.
Still no answer.
Now, you’re getting a little annoyed. You didn’t even want to come.
Trying to keep your cool, you call Carl to find out what’s happening.
Carl picks up after several rings, sounding surprised to hear your voice.
When you tell him you’re at his front door, Carl asks, “Why?” in a confused tone.
“Because,” you practically scream into the phone, “YOU invited me to come over!”
Oops…Carl forgot about your visit and went on an impromptu road trip with his family.
They won’t be back for a couple of days.
Now, think about this story in the context of your email subscribers.
When someone joins your email list, it’s like they’ve been invited to your house. They’ve shown interest in what you have to offer and are eager to hear from you.
But if you don’t have a welcome sequence, you’re treating them like Carl from Customer Service treated you in the scenario above.
Let’s break it down. You’ve
- Lured them onto your list with promises of all the value they will get
You convinced them to give you their email address when they probably would rather not.
They signed up because they believed you’d provide something worthwhile.
- Convinced them to give you their email address
Getting someone’s email address is a big deal. People don’t give them out lightly.
We’ve all been burned a time or two when we did. It means they’ve trusted you enough to let you into their inbox.
- Got them excited about you showing up in their inbox
They’re looking forward to your emails, expecting valuable content, offers, or insights that align with their interests or needs.
Now that you can finally show up in their inbox…they’re met with silence. They’re not even sure if they’ve made it onto your list. Maybe they try to join again just to confirm.
A welcome sequence is your chance to make a great first impression.
It’s like opening the door to a guest you’ve been expecting, greeting them warmly, and ushering them into your home.
Here’s what it does for you. A welcome sequence:
Introduces your brand on a more personal level
You get to tell your story, share your values, and tell your subscribers what they can expect from you or your brand.
Sets expectations
It informs them how often you’ll be showing up in their inbox, what kind of content you’ll send, and how your products or services can benefit them or solve their problem.
Builds trust and engagement
A well-crafted welcome sequence helps to establish a relationship with your new subscribers, making them more likely to open future emails and engage with your content.
The welcome sequence is often the most opened and read series of emails a brand sends. With an open rate of 91.43%, if you haven’t set one up yet, you're missing a huge opportunity.
It’s like inviting someone over and not being there to greet them…like Carl from Customer Service.
Your subscribers are at your doorstep, knocking and waiting for you to open up.
Start your relationship off on the right foot by greeting them promptly and enthusiastically.
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I’m an email strategist and copywriter who helps mission-driven & heart-led brands use email marketing to connect with their audience, increase sales, and support their mission.
To find out more about my services, visit my website, www.mckayla-grace.com
