My Go-To Email Welcome Sequence Formula

October 23, 2018

Fellow entrepreneur, at this point in your business, you surely know that there’s value in building your email list. But what do you say to those new subscribers when they opt into your list?

Most creatives I work with employ email marketing in some way or another. They create a really great freebie or an initial free download and place it on their website for people to land on. But they leave huge opportunities on the table after that by failing to follow up with these new leads in an intentional, strategic way. So, what’s a biz owner to do?

Let me introduce you to the Welcome Sequence!

This handy series of emails helps to welcome new subscribers, share quick, free value, and get them tuned in to who you are and what you do. The result? A strong foundation for an active email subscriber who can turn into a warm lead for your products or services! 

So today, I’m sharing a few handy tips for putting together your email welcome sequence, plus my own go-to welcome sequence formula to save you the time and energy of crafting your own from scratch!

Why You Need an Email Welcome Sequence Formula

Before we dive into the full formula, let’s first take a look at three reasons why you should be using an automated email welcome sequence to grow your brand and connect with your ideal clients more intentionally.

1. TO BUILD BRAND AWARENESS

Email welcome sequences build brand awareness.

So many entrepreneurs send just one email with a free download, guide, or art print, but don’t follow up on that initial touch point. This means they miss an incredible opportunity to personally introduce themselves to these new subscribers, many of whom may be ideal potential clients. Imagine your perfect, dreamy ideal client signs up for your email list, and you… don’t send them anything beside one freebie? Friend, you’d be missing a huge opportunity to build that relationship!

Maybe this is the first time a particular visitor landed on your website, and they don’t know a lot about you or your brand. Through a strong, automated welcome sequence, you can now share all of that information through a series of thoughtful, quick emails that gives them all the details they need to know in order to decide, yes, I absolutely want to work with this brand.

Even if this person doesn’t turn into a client or customer right away, it’s the awareness that matters most. People can go from never-having-heard-of-you to knowing your name by heart, feeling like you’ve had personal conversations, and even advocating for your brand to others.

2. TO LAY THE FOUNDATION FOR A RELATIONSHIP

Email welcome sequences lay a unique foundation for a trusting client-vendor relationship.

As we just discussed, these sequences are a great opportunity to build brand awareness through proactive client education. Which, in turn, lays the foundation for a trusting relationship. Think about it: you don’t want to do business with people you don’t know, right? And you certainly don’t want to do business with brands you don’t trust, especially for high-value purchases.

Your automated welcome emails should introduce you as the face of your brand. Additionally, they should share constant, free, valuable information with your subscribers. Because of how much value you’re giving them, they’ll begin to see how working with you—whether now or in the future—would be worthwhile. They’ll see how much value you’re able to give them for FREE, and start to realize that you must have so much MORE value to give your paying clients or customers!

Through a strong email sequence, you’re able to replace questions marks with quality information about who you are, what you do, and what it could look like for to work with you.

In need of some quick ideas to help you easily build trust with new subscribers? Try these!

  • Share more about you and/or your team
  • Tell the story of how you got started in this biz
  • Share your favorite things are about the work you do
  • Share your favorite ways you’ve been able to deliver big results for your clients
  • Illustrate the kinds of results your ideal clients can expect from working with you by sharing the words of past clients

At the bottom of this post, I share a free guide which includes even more ways to leverage past client stories to share the kinds of beautiful transformations that happen when people choose to work with you.

3. CONVERT WEBSITE VISITORS INTO PAYING CLIENTS

Email welcome sequences increase your chances of converting website visitors into paying clients.

Let me drive this point home one more time, friend: if you’re getting people to subscribe to your email list through a quality opt-in, but you aren’t following it up with a consistent sequence of strategic emails, then you’re leaving money on the table.

When you gain an email subscriber, you gain an incredible opportunity to build a trust-based relationship by making it clear who you are, how people can work with you, and the value they can expect as part of that process. You have the ability to show up in someone’s inbox—which is way more personal and relational than something like a social media post—and honestly share with them the kinds of value you offer, making it clear what path this potential client should take in order to work with you, whether now or in the future.

Now, let’s be clear: just because you guide new subscribers through this automated welcome sequence does NOT mean they are all going to instantly become paying clients. Nuturing a lead into a client takes time. You never know the point in the client journey at which they decided to join your list.

I can honestly say that, by using my welcome sequence formula, I have seen some immediate conversions. Even more often, though, I’ve seen long-term subscribers turn into some of my highest paying clients. All because I was able create brand awareness by sharing valuable content in a personal, relational way. I laid the foundation to a trusting relationship by sharing more about myself and what I do, establishing my own credibility. And I made it abundantly clear the ways I could empower my clients to achieve their definition of success through my offerings.

SNAG MY GO-TO WELCOME SEQUENCE FORMULA, TOTALLY FOR FREE!

It takes a bit of time and energy up front to craft an intentional, strategic email welcome sequence, but I promise, once it’s done, it’ll be so worth it. All you have to do is pop the sequence into your email marketing platform—whether you use Mailchimp or Flodesk or ConvertKit—and let that platform do all the heavy, automated lifting, while you spend more of time serving your current clients.

You can snag the exact formula I use to rinse and repeat my way through powerful email welcome sequences that nurture new subscribers into paying clients by entering your email below!

Inside this 8-page guide, I’m sharing:

  • the exact emails you should include in your welcome sequence
  • the strategy behind emails that convert
  • examples from my own welcome sequences that have been proven to deliver big results!

My Go-To Welcome Sequence Formula

Snag the exact formula I use to rinse and repeat my way through powerful, approachable welcome sequences that nurture new subscribers into paying clients.

Inside this 8-page guide, I'll share the exact emails you should include in your welcome sequence, the strategy behind writing emails that convert, and examples from my own welcome sequences that deliver big results!

Click below to download your free guide today.

P.S. I HATE SPAM, TOO! I PROMISE TO ONLY SEND YOU THE GOOD STUFF AND TO NEVER SHARE YOUR DETAILS WITH ANY THIRD-PARTY. Powered by ConvertKit

Friend, I hope this guide helps you on your journey to creating a more heartfelt, purposeful, and profitable business. As always, I’ll be here, cheering you on from Waco ❤️

  1. Kristen says:

    Building an email list is the first and foremost step for a blog/site. I am also working on building my audience.

    Thanks for these tips.

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My name is Bonnie – I’m a brand designer, strategist, and writer which all adds up to one eclectic conglomeration of qualities that enables me to serve you well! Past clients have dubbed me "the Joanna Gaines of brand design," and I've had more than a few call me a dream maker, a game changer, and a design wizard (my Harry Potter-loving heart didn't hate that one, let me tell you!). At the end of the day, I'm a big-hearted creative who will get teary-eyed as you share the heart behind your business; who will lose sleep over the perfect font pairings and color selections to bring your brand to life visually; and who will work tirelessly to empower, encourage, and equip you to share your work with the world intentionally. 

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