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As you grow your email list through opt-ins and freebies, you may be missing out on an opportunity to connect with your audience if you haven’t implemented a welcome sequence into your email marketing strategy. In today’s episode, Allegra Cook joins us to share the value and importance of a welcome sequence, along with what to consider and include when you’re building it.
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Allegra is a conversion copywriter and messaging strategist who specializes in writing connection-focused, action-driving sales pages and email sequences for digital product creators – so they can increase their sales, expand their impact, and experience next-level freedom in their business. Previously an advertising executive at a top NYC agency, Allegra jumped into the world of online business to create more intention, fulfillment, and freedom – and now, she loves helping other people do the same.
The Value of a Welcome Sequence
As an entrepreneur, you’re running the marketing behind your business—but you didn’t build this business to constantly work and market. You built this business for freedom and flexibility. The incredible thing about email marketing is that it allows you to generate more revenue while saving you time, especially when you bring in automation.
If email marketing is an important marketing avenue for you, then you should consider implementing a welcome sequence for your email marketing strategy.
You may have an opt-in or a freebie to grow your email list, but how are you nurturing them once you’ve gained their interest. A welcome sequence helps extend a virtual handshake to your new subscriber, introduce who you are, and inform them of what you do and how they can work with you. The power of the welcome sequence is to help a cold lead warm up to you as a brand and business.
How Service Providers Can Use a Welcome Sequence
While it may feel simpler for a business with a shop or digital products to utilize a welcome sequence to convert leads into customers, the same can be done for service-based providers.
If someone finds you and downloads your freebies, they may not know much about you other than what lands in their inbox. Without a welcome sequence, their customer journey ends there. If you follow up with a sequence, you can share how they can engage with your brand, like services and social accounts. Dropping this information straight in their inbox makes their client journey seamless!
Steps To Nail Your Welcome Email Sequence
As you sit down to craft your welcome sequence, there are a few steps you should consider when building it.
Take Time to Think About Your Voice & Tone for Your Welcome Sequence
Many times, your welcome sequence is the first touchpoint for a client with your brand. AS you’re thinking about your voice and tone used in your welcome sequence, you need to think about how you want people to feel as they are interacting with your emails.
Consider Your Strategy & Where Each Subscriber is Coming From
Whether a person is coming from a email opt-in or signed up for your generic newsletter, you need to consider how the emails will resonate with them.
Break Your Email Sequence into Five Primary Buckets of Messages
If you’re looking for guidance on the types of emails you should include in your email sequence, here are the primary content buckets that Allegra recommends:
- Welcome email – Welcomes the subscriber and delivers the freebie.
- Segmentation Email – Ask your audience about their interest and divide them into categories.
- Your Brand Story – Sharing personal anecdotes to connect with your audience.
- Social Proof – Provide testimonials to subscribers to share that social proof.
- Sales Email – Direct your audience to work with you.
Common Mistakes Made in Welcome Sequences
If you’re worried about making mistakes in your welcome sequence, the best thing you can do for yourself is to not overcomplicate things. Overcomplicating makes welcome sequences really hard to wrap up and complete, which means you’re not actually following through with building it. Keep it simple and succinct.
Encouragement on Welcome Sequences
To wrap yup this episode on welcome sequences, Allegra shares the encouragement that your story matters and has a place in your marketing and welcome sequence. While it’s important to focus on your audience, there is a way to use your story to connect with your audience and stand out as a brand.
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Review the Transcript:
Bonnie:
Hi, friend, and welcome to the Brand Strategy Podcast, a show created to equip you with the inspiration, encouragement, and clarity you need to build the brand of your dreams. I’m your host, Bonnie bti, brand designer, strategist, and founder of thery from Sustainable Strategy to Partel Encouragement. Each episode is designed to equip you with the tools you need to chase after your dreams because you deserve a brand that empowers you to do what you love, connects with your dream clients, and offers a deep sense of fulfillment along the way. So grab a cup of coffee and join me on this journey, won’t you friends?
Bonnie:
Welcome back to the Brand Strategy podcast, where today we’re talking about five steps to absolutely nail your welcome email sequence with the incredible Allegra Cook. Allegra is a conversion copywriter and messaging strategists who specializes in writing connection focused action, driving sales pages and email sequences for digital product creators so that they can increase sales, expand their impact, and really experience those next level type accesses, quantum leaps essentially to freedom in their businesses. I’m really excited to have Allegra joining us and having this conversation because you and I know that email is such a powerful tool that we use every single day in our businesses and in our personal lives. And whether you’ve realized it or not, you’ve absolutely opted into some very strategically, or maybe in some cases not so strategically crafted welcome SE sequences. And so I’m excited for us to get to kind of break down this concept a little bit more today so that you can understand how, if you, whether you have an email list but haven’t really started to scratch the surface with creating a sequence like a welcome sequence, or maybe you already have one in place, but you’re wondering how you can improve it.
Bonnie:
Allegra is here to share how we can do this with intention. So Allegra, thank you so much for joining me. I’m so excited to chat with you today.
Allegra:
Hi, Bonnie. Thank you so much. I am so excited to be here. You know, I’m such a big fan of you and just how you’re empowering creative entrepreneurs to build intentional and purposeful brands. Um, and I’m just so glad to be here.
Bonnie:
Thank you. I’m so excited to have you. And you know, like I said, um, since email is something that we all use so consistently knowing that this is really your area of expertise and that you focus on conversion copywriting and messaging that does drive the actions that you’re wanting someone to take, I feel like this is gonna be a really fantastic topic for us, us to dive a little deeper into. But before we get to ahead of ourselves, if you’re up for it, I love it if you could share a little bit more about yourself and this incredible business that you’ve built.
Allegra:
Yeah, of course. So I am a sales copywriter for online entrepreneurs. Um, so what that really means is, you know, I write sales pages and email sequences, um, for service providers and course creators, um, that really helps to generate more sales of their services and programs so they can increase that bottom line and really just achieve that freedom and impact that they set out to create in their business. Before my copywriting business, I actually used to work in advertising at, you know, a firm in New York City, and I’ve also always really loved writing. Um, and so I actually decided to kind of combine those two areas of interest in experience in my past. And I really just dove head first into the world of online marketing and copywriting. Um, and I’ve been so lucky to have, you know, built this business that I’m really excited about and proud of.
Bonnie:
Mm, I love that. And it’s so great hearing. I always personally just love kind of nerding out a little bit and hearing these, essentially these origin stories of how, how we, you know, as business owners got started. And what’s so cool about your story is how you very intentionally focused on leveraging all the experiences that you have already had in your past life in corporate to create something that’s your own and to create this business that offers you this fulfillment and this freedom. And I know that through the work that you do, you focus on helping your clients experience the same, right?
Allegra:
Yeah, absolutely. So actually what ended up happening was when I jumped into this world of online entrepreneurship and starting my business, I pretty quickly just realized that I really enjoyed kind of just being surrounded by other people who were on that same journey, so other people who started their businesses because they wanted to have more freedom and be more intentional with their time and impact. Um, so, you know, pretty soon after I started I realized I did really want to work with those other entrepreneurs, and it just made me kind of think about what would be the, what would be the best ways to really support them. Um, and what came out of that was really coming back to, you know, sales pages and email sequences and those really sales driving pieces of content is kind of the best way that I have found to support those other online entrepreneurs.
Bonnie:
Hmm, that makes so much sense. And so knowing that where you specialize with, with those pieces that focus on driving sales and writing the words that are gonna inspire that connection and encourage people to take that intentional action, that that’s a skill, You know, and I know that so many of us as service providers, as creatives, as freelancers, as entrepreneurs, that might not be a skill set that we possess individually, which is why it’s so powerful to be able to connect with people like you and hire someone to take that off our plate. So as you’re working with your clients, you know, today we’re talking about welcome sequences and knowing that welcome sequences and sales pages, if we look at them at face value, those, those are kind of different. Um, but when you look at welcome sequences from your perspective, what, what’s the value of having one in place? How does that start to help people drive sales in the long run?
Allegra:
Yeah, yeah, absolutely. So this is a topic I really love speaking about because you know, when we think of online entrepreneurship, so many of us really got into that world to be able to create the impact and the freedom that we set out for. But all of that really comes back to being able to generate consistent income in your business and doing that in a way that doesn’t take up all of your time. So what’s incredible about email marketing is that it really does both of those things. You know, it really should be generating more revenue for you while saving you time. So if email is one of your most kind of important marketing channels as an entrepreneur, then your welcome sequence is one of the most important things that can make your email marketing as effective as possible. Um, and let me just explain what I mean by that.
Allegra:
So, you know, most people know that it is important to have kind of an opt in or a freebie. We hear those terms a lot, um, in our world. So that is, you know, the piece of content that you create that solves a problem or answers a question that your ideal audience has. Um, and you offer that piece of content in exchange for their email address. And this moment right here is where that welcome sequence really comes in because when they sign up for that opt-in or you know, decide to sign up for your email list, that really is their peak point of interest in you. And so the best way to really build on that interest is to send out a welcome sequence that really introduces your brand, sparks that relationship with the audience, um, and helps you get to know them so that you know how to kind of best serve them and also let them know how they can work with you and, and what they can buy from you.
Bonnie:
I love that you approach welcome sequences as this way to kind of like extend almost like this virtual handshake and you approach it as a way to focus on that relationship building versus like going straight in like, Hey, this is who I am, this is what I do, these are all the things you can buy from me, or these are all the ways you can hire me because I know, well, at least I can speak from my own personal experience. I have definitely opted into some email lists where I’ve gotten right off the bat, like very kind of, you know, aggressive like sales heavy emails. And as someone who maybe isn’t hugely familiar with that brand, I’m not inclined to take the action that they want me to take, which is to buy from them. So I feel like the relationship aspect is, is just packed with a potential in this instance.
Allegra:
Absolutely. I love that you called it kind of like that virtual handshake that you’re extending to them because it’s so true. And what you’re mentioning about how, you know, it’s, it takes a little bit of time for you to warm up to a brand and be ready to buy from them. That truly is like the power of the welcome sequence because you know, ultimately the end goal with your email list is to be able to come back and sell your products and, um, drop your product launches when you have them. So if you want to be able to, you know, sell to your list down the line, then having this first touch point is gonna make them, um, you know, just more engaged with your brand and more excited to hear from you in the future when you do have those things to extend to them.
Bonnie:
That makes a lot of sense. It’s not just like this one time kind of, you know, like event. Basically we’re wanting to look at this as more of a long term relationship, right?
Allegra:
Yes, absolutely.
Bonnie:
Got it. Something that just kind of popped into my head is actually I’ve been, I’ve been having conversations with people, I’ve been seeing these, these conversations pop up in Facebook groups and Slack channels and all the things lately. You know, so many people I think now more than ever are feeling, a lot of people are feeling overwhelmed with social media and they’re feeling burnt out by it, and they’re feeling discouraged maybe by not understanding how to really leverage the algorithm to get their content out in front of their audiences in the way that they once were able to. And so where my mind goes with this is I’m seeing that more and more people are actually wanting to not necessarily like quit Instagram or TikTok, but maybe they’re wanting to scale back on the amount of time and energy they’re spending on those places. Um, and kind of where my mind is going with this is that having your email list set up, having a, a quality freebie that can get folks opting into that and then having a strategically designed welcome sequence in place could be a really sustainable way to generate leads without having to rely heavily on social media.
Bonnie:
Um, with your clients. Do you see anyone kind of following this approach or maybe not so much?
Allegra:
Yeah, no, I love that you, you touched about this because I think definitely there is some like fatigue going on with social media and continually showing up there. And really what your email list does is it makes all of the efforts that you’re putting out even more effective. So if you are, you know, attracting new audiences on social media and uh, really bringing new people into your world, that’s a really great way to attract people. But to make that your efforts there even more effective, it’s really important to, you know, move those followers into your email list because your email list is where you’re gonna be able to really just engage with your audience kind of on your own terms. You know, these are people that have opted into your list because they’ve raised their hand and said, I want to hear more from you.
Allegra:
I want to see kind of what your offers are. And so that is an audience that is super engaged and it’s super and it’s owned by you. So it’s a place where you can really always rely on to be able to reach your audience. Um, and to go back to kind of what you’re saying of, you know, that social fatigue, what’s great about an email list is that there’s so many ways to drive people into your list that don’t have to rely on social media. So whether that is, you know, focusing on the SEO on your website and getting organic traffic that kind of leads to your opt-in or promoting your freebie within kind of the Facebook groups that you’re already a part of, there’s all these different ways to really grow that list that yeah, it can be done well on social, but it’s not the only place for you to do it.
Bonnie:
Mm. I think that knowing that email marketing can be one of those tools that we have as business owners where, you know, the great thing about email is you can write it days ahead of time, weeks out of time, some cases months ahead of time, schedule it to go out, you know, at a specific frequency or on specific dates, and you don’t have to be sitting at your computer like pressing send single time. And so for people who are, um, maybe like kind of pressed on time for people who maybe are in a season where they’re reprioritizing how much time kind of hands on time they’re spending in their business, this could still be a really great way to continue marketing, to continue getting your brand out in front of your ideal clients, but in a way that does protect your time and energy in the long run.
Allegra:
Yes, absolutely. And a and a key point to talk about there too is just the fact that, you know, this sequence is something that you create one time and then you upload it to, you know, your email system and have it trigger to be sent automatically when someone downloads your optin. So it really should be something that, you know, it takes a little bit of time investment upfront, but then it really, um, can and should be saving you time while helping you get bigger results.
Bonnie:
Absolutely. So for people who provide a specific service, how could a welcome sequence help them to start to qualify their leads and generate inquiries? I know that, you know, at least in my mind, I can easily think of several different ways that a welcome sequence would work for someone with a, a shop or a digital product like a a course or, you know, like guides and things like that. But for people who are offering a service, I feel like there’s a lot of potential there too, but what are your thoughts?
Allegra:
Yeah, absolutely. So to talk about kind of, you know, how does this generate inquiries? So if someone finds you and, you know, downloads your freebie or however they get into your list, maybe they have an idea of who you are and what you do, but they might not know like exactly what your different packages are. Um, and they might not go looking for that information. So if you didn’t have those welcome emails, then the journey of your customer kind of ends there at the, But if you follow up with a sequence, then you can really tell them and make it super clear about all the ways to engage with your brand. So, you know, the end of that sequence after you’ve kind of built a little bit of a relationship up, that really is the perfect time to outline the different services you provide and the benefits of each of those packages, um, and how they can work with you. So that actually does result in a lot more bookings, you know, even for the service provider because you’re making it super clear of telling people how and why to work with you, um, Right. In that kind of direct line of contact.
Bonnie:
Mm, yeah, for sure. And, you know, sharing that information and making it, I mean, it’s it’s such an easy way to present that potential lead with that information cuz it’s going straight to their inbox. Like they don’t have to go looking for it anywhere, they just have to open the email. Yeah. Like it’s never been easier for them, um, to get that information. And I think that what can be really helpful about that for service providers is, is thinking about how, um, when you are sharing that information and you’re introducing who you are and what you do, the value that it offers, the, you know, the benefits of working with you and what that looks like mm-hmm. , that is a sequence that, you know, ideally it’s generating inquiries quickly, um, after someone’s reading them, but also there’s that long term potential of maybe the person who opted into your email list. Maybe they’re kind of in the, in the discovery phase of trying to figure out like, you know, what kind of help they need or what kind of service provider they wanna work with. And so then weeks or months, or maybe in some cases even years later, uh, because of the foundation that that welcome sequence laid, you are able to still have that inquiry come through and still convert them as a new client, right?
Allegra:
Yes, exactly. So I, this is actually a good piece to touch on because as a service provider myself, um, I will say that I wish I had started even my own list a little bit earlier because I think I, I had this mindset of, you know, I’m helping other people grow their brands and their businesses and I didn’t really see myself as as much of a brand. And then I kind of shifted that perspective and really thought about the ways that I really wanted to also create those kind of long term connections with my clients and the people in my circle so that they had a way to really keep up with me and how my business is growing, but also so that I can keep up with them. So if you think about like, the people that are on your list and, and if you are a service provider, if you think about the future of your business and if you see that, you know, you see all the different ways that you might want to expand and one day you may want to create a, you know, a program, um, and your client’s businesses are kind of growing at the same time.
Allegra:
So it’s, that’s a great way for you to kind of keep in contact with them and keep like growing your audience. And then if you do have new offers that you’re launching down the line or ways that you’re expanding your business, then you’ll already have that place set up where you have an audience to, to talk to and to share those offers with.
Bonnie:
That’s a really great point. Um, so I think, I think at this point, hopefully the folks who are tuning in today are starting to see like why we’re so excited about welcome sequences and the possibility that they offer, but what are some practical steps that we can start to take as online business owners to really nail our welcome sequences?
Allegra:
Yes. So the first kind of piece that I like to mention and and talk about is just giving a little bit of time to think about your brand voice and tone for your welcome sequence. And you know, as a brand strategist, Bonnie, you know how important that is to, to just think about kind of your brand messaging mm-hmm. , uh, because the welcome sequence is, you know, it’s their first email touchpoint with your brand. And so once you send that sequence, you do kind of wanna be able to stay consistent with that voice and tone that you’re using, um, so they can become familiar with you. So it’s just kind of thinking about how do you want your personality to come across and how do you want people to feel when they are interacting with your emails? Essentially, another piece to think about is just kind of looking at the strategy and thinking about where is that person coming from.
Allegra:
So whether they are coming from because they’ve downloaded an optin or a piece of content or they’ve just signed up on your website, um, just knowing where they’re coming from so that you can meet them where they are and and have that first email really resonate with them, um, is important. And then we kind of go into just five different kind of content buckets to that I would say are important to think about that I think could be helpful. Um, if you’re someone who’s just thinking of starting to think about this and wants kind of an outline for your sequence. So the first bucket to think about is really just your welcome email that delivers that freebie or opt in, um, and just gets them excited about being on your list. Um, and, you know, expresses a little bit of gratitude to them for being here.
Allegra:
The next email is a way to, you can actually use this email to segment your audience. Um, and what that means really is that you can ask your audience about their interests so that you can then kind of divide them into different categories in your email provider, and that way you can really follow up with them with content that is gonna be super helpful for them in the future. The next kind of content bucket to think about would be your brand story and just how you are talking about, you know, where you came from and any personal anecdote that can resonate with your reader and just really build that relationship with them. And then you want to offer a bit of social proof, just those testimonials, um, that you’ve gotten from people who have been super excited to work with you because that leads really nicely into your final email, which is kind of, you can think of it as the sales email where you are really talking about each of your packages and, uh, directing your audience to those different places where they can work with you.
Bonnie:
I love how, how each piece of content, each kind of, you know, bucket I think you called it, leads to the other. And so it feels very natural, like this very natural progression of this conversation where, you know, same time every day, same place in the persons inbox, you’re showing up and you’re sharing more and more and more. And you know, ideally at the end of that sequence they are primed and ready to take that action of inquiring with you or even hiring you.
Allegra:
Yeah, that’s such a good point. You know, it really is like a conversation that is building on itself and you’re starting it out, you know, with really just getting to know them and sparking that relationship, um, so that by the time you send that last email, they’re in a place where they are excited to hear about the different ways that they can work with you.
Bonnie:
Hmm. Yeah. I love, I love that thinking about it in that way because it’s not, you know, we’re not doing this to be like salesy or, you know, overly aggressive or anything like that. And in our marketing it’s literally like you are approaching this to serve this person through your expertise, through your experience, through the transformations you’ve created in the past for your past clients, and then you’re showing them the way, Hey, if this feels aligned for you, if this would serve you well, here’s how we can take action and, you know, create a similar kind of transformation with you for you. And I think that that mindset shift opens up a lot of, I don’t wanna say possibility because I say that so much, but really it, it unlocks a lot of growth that can happen.
Allegra:
Yeah, absolutely. You know, it really is all rooted in you wanting to show up and serve your audience, and in order to do that, um, you just need to communicate to them how you can do that. And people that have signed up for your list will be excited to hear about that.
Bonnie:
Mm-hmm. , absolutely. So I know you are absolutely the expert on this. When we’re actually sitting down and we start to craft the words that are going into these welcome sequences, are there any like common mistakes or kind of fo pause or actions that we should be wary of?
Allegra:
Yeah, I mean, I think the, the biggest thing that I would say is that it, it’s not, you don’t need to, you know, overcomplicate it or anything. I know that sometimes writing this kind of sequence might kind of fall to the bottom of your to-do list because it can feel kind of daunting, but it, this can be really just as simple as five emails that are clear and connective and to the point. And that can go, that can go such a long way in your business. So really the biggest thing is just keeping it simple and sticking to, you know, one idea and one call to action in each of your emails. Um, and that should help you kind of keep it really succinct in, in your process as well.
Bonnie:
Mm. That’s really good advice. I appreciate that. Um, well, I know we’ve covered so much ground in today’s conversation and I really appreciate the way that you have kind of taken this topic that you’re right, it can feel overly complicated. We absolutely can make this more challenging than it needs to be, but the way that you break it down, the way that you talk about how to set up these themes for your emails, the way to approach this, it feels so much more doable. It feels much less scary. So I know that those who are tuning in today are going to start to be thinking about how they can either take action to set up a welcome sequence in the first place, or maybe revisit an existing welcome sequence to make sure that it’s checking those boxes you listed out for us. But are there any kind of final words of advice or wisdom or encouragement that you would wanna share as people dive on in and start taking this action?
Allegra:
Yeah, definitely. I would say, you know, just one thing to remember is that your story really does have a place in your marketing and in your welcome sequence. And I think, you know, we’re so used to hearing like, focus on your reader and, and use you and all of that is really of course, important to know how to resonate with your reader. But there definitely is a way that you can infuse your story and your personality in a way that really resonates with their, with your audience so that they can connect with you, um, even further. And I know that, you know, because we are in this space that is, you know, there’s room for everyone, but it is definitely getting more and more busy. I truly believe that your light and your story is what makes you stand out. So I just wanna encourage you to use that and your welcome sequence is a great, great place to do it.
Bonnie:
Ooh, I love that advice. Such powerful advice . And when it comes to taking those beautiful, unique, incredibly worthy stories and sharing them through our email marketing, I know that you actually have this guide that walks people through the exact strategy and steps that they should take in order to create that kind of like absolutely killer welcome email sequence. So, and I know that you’re so graciously sharing that with those who are tuning in today. So what exactly is that incredible freebie that you’ve created?
Allegra:
Yes, so this is the welcome sequence roadmap and this is going to really demystify how to write your welcome email series for you. So it’s gonna give you the tools you need to create that sequence in the next week and really get it off your list, um, and into the inbox. So this is gonna include just a five step simple outline of your sequence and what to include in each of those emails so that it can take away all of the guesswork, um, that goes into creating your sequence.
Bonnie:
Amazing. Thanks so much for sharing that with us friends, for tuning in today. As always, that URL will be included in today’s show notes. So if you go to brand strategy podcast.com, click on the most recent episode link, then you’re going to see a recap of today’s talking points, uh, you know, links to any resources mentioned, and then of course, the link to get your hands on this really awesome freebie that Allegra has created. And also we’re gonna be sharing more about where you can connect with her in those show notes. Speaking of which, Allegra, where can folks find you online so that they can follow along with your journey, keep learning from you and potentially work with you?
Allegra:
Yeah, so you can find me on my website, which is the allegra cook.com. Um, and that shows all the different ways to work with me. And then also you can find me on Instagram at the Allegra Cook. I’d love to connect and chat with you there.
Bonnie:
Awesome. Allegra, the thank you so much for your generosity in sharing your expertise and your time with us in this way. I’ve loved getting to have this conversation with you and I’m just incredibly appreciative of you and your time today.
Allegra:
Thank you so much, Bonnie. It’s been so great to be here.
Bonnie:
It has been such a joy having you and friends who’ve been tuning in today. I hope that today’s conversation is leaving you with an idea, an action step or something that you are excited to implement, to take action on, and that today’s conversation has helped you understand how your welcome sequence can be this incredibly powerful tool that helps you generate more connection, generate more sales, while protecting your precious time and energy. So if this episode resonated and you know of an industry friend or maybe your biz bestie who could use this advice, please feel free to pass this their way. And I know that Allegra would love to connect with you, so be sure to connect with her on Instagram and reach out to her if there was a takeaway or just a kind word of, of support that you wanna share with her so that she knows that the impact she’s having is resonating with you. So friends, thank you again for being a part of this community. I am ever so grateful for you. And until next time, I’m gonna be cheering you on from Waco.
Bonnie:
Thank you so much for joining me today. Friend. Before you go, I would be so grateful to receive your feedback on the brand strategy podcast. If you enjoyed this episode or the podcast in general has helped you grow your brand, I’d really appreciate it if you left us a review in iTunes. Your positive reviews enable the brand strategy podcast to continue to grow and reach like-minded creatives just like you. Thank you for all your support and encouragement as together we pursue building brands with purpose and intention. Until next time, end cheer you on from Waco.
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