Episode 003. Write an Epic Welcome Series in the Next 7 Days
You likely know the importance of having an email list as an entrepreneur, right? In a nutshell, your email list is an immediate and direct way to connect with your audience without any algorithm interference (*cough IG cough*).
But for some reason, writing a welcome series for your email list is something that seems to so often get put on the back burner. I’ve seen lots of entrepreneurs get hung up on things like: What should I write in my series? How long should it be? How far apart should the emails be spaced out?
And so, you procrastinate…
Sound about right?
Today, I want to help you overcome this procrastination. Why? Well, because a welcome series, when done right, is one of THE best ways to connect, nurture, and sell to your ideal peeps even when you’re not around — and if you didn’t listen to Episode 1, that’s kiiiiinda my motto in business.
Setting up systems to grow your biz without you having to be there live and in person, so you can work less and make more money.
So: let’s talk about welcome series.
My goal is that by the end of this mini-training, you not only feel confident in your ability to write an awesome welcome series, you’ve actually scheduled time in your calendar over the 7 days to make it happen.
This episode will perfect for you if you don’t have a welcome series yet and you need to write one from scratch OR you just a single welcome email and you want to turn it into an entire series OR you want to revamp your current welcome series and make it better.
What is a welcome series?
A welcome series is a series of emails sent to new subscribers on your email list, generally starting immediately after they subscribe for your newsletter or to get a freebie.
The word “series” is important here. These are not a bunch of disconnected emails that can stand alone on their own… this is a series, a sequence, a group of emails that should all be connected and have elements of continuation from one to the next. This is one of the ways we get as many new subscribers as possible opening and reading ALL of the emails in your series (I’ll talk more about this in a bit).
THE Benefits of having a welcome series
When done right, your welcome series can start building the know, like, trust factor (KLT) with your subscribers as soon as they join your email list — and this is super important for building relationships with your audience and eventually, making sales.
People buy from people they know and like! So when it comes time to launch, sell, or promote something to your email list, your subscribers will be much more likely to read your sales emails and actually buy from you.
Bonus: Your welcome series can prime and train your subscribers to open all of your emails in the future. How?
a) By first getting them to open all the emails in your welcome series (I’ll explain how to do this shortly), and
b) By providing incredible value in your welcome series so they WANT to open all your future emails.
How many emails should my welcome series have?
I suggest you start with a series of 5 emails sent out over 1-2 weeks. Don’t stress too much about the timing — there’s no one-size-fits-all-formula here.
5 Big Goals for Your Welcome Series
Tell your story — where did you start and where are you now? You want your story to be relatable to your audience so they can see that YOUR results and transformation are possible for them, too.
Start a conversation with your new subscribers — ask them questions (and not just surface-level stuff, go deep!), encourage them to respond, and when they do, send a thoughtful reply.
Position yourself as THE expert when it comes to your niche/industry. Why should your subscribers listen to you and follow your advice? Hint: it should always be a combination of empathy and expertise. In your welcome series, share testimonials, case studies, and results from your own life and your clients/students/customers.
Deliver value. Share tips, help shift your subscribers’ mindsets, show them what’s possible for them, and simply: teach them stuff. Er example: 5 mistakes to avoid, 3 big myths, 5 steps to X, etc.
At the end of your welcome series, let your new subscribers know what to expect next from you. How often will you be emailing them (hint: once a week with your weekly newsletter) and what will your emails contain? Make it juicy! Will you be sharing tips, advice, discounts, surprise freebies, new blogs or podcasts, etc.?
6 Steps to Write Your Welcome Series
Give yourself a deadline. Done is better than perfect, and you can always improve the series later! Plus, no one is judging you the way you judge yourself, I promise. I suggest giving yourself a deadline of 7 days. So 7 days from the time you finish this episode, I want your welcome series written and locked & loaded in your email list platform. Mark it on your calendar and add it to your to-do list now!
Plan out the topics of all 5 emails first so you can see how they tie together and will flow from one to the next.
“Write drunk; edit sober.” AKA: Get your thoughts and ideas out! Don’t edit, just let it all flow. Come back to your rough drafts a day or two later and polish them up. Nothing is ever 100% perfect the first time around.
Once you’ve created the content, spice it up! Add in some fun examples. Throw in some images and GIFs. Crack a couple jokes. Infuse more YOU into the emails; your brand voice, your personality, maybe even a photo of you. I always like to do this AFTER I’ve written the actual emails themselves — I just find it easier that way.
Use “open loops”, or what I call “teases”, in each email to encourage your subscribers to open the next email in your series. I love doing this in the PS section of each email. Here’s an example from email #4 in my own welcome series: “P.S. In my next email I’ll be sharing a copywriting tip that's been shown to increase sales + conversions by 380%.. so yea, it's GOOD. See you soon!”
When you’re done creating, run all your emails through the, “What’s in it for me?” test. Remember: People are ALWAYS looking out for themselves, first and foremost. Your audience is busy. If they don’t feel like they’re going to get value by opening your emails, they won’t open them! So read back through each email in your series and pretend you’re reading it through your new subscribers’ eyes. Is there clear value? Intrigue? Will they get something useful out of each email? If not, switch things up until you can confidently answer YES for each question.
Welcome Series F.A.Q.
To wrap up, I want to answer a few questions you ladies sent in to me ahead of time — because chances are, a lot of other people listening and reading have some of these same questions running through their heads right now, too.
Q1. Should I have a different welcome series for each of my freebies?
You can, but I think it just unnecessarily complicates things. My motto in business is to KEEP IT SIMPLE.
One slightly simpler strategy is to have ONE welcome email for each of your freebies and then after that email, everyone gets funnelled into the same welcome series with 4 emails instead of 5.
In that first email, you would basically just check in with your new subscriber, make sure they were able to download the freebie, and see if they have any questions about it.
Q2. Should the people going through my welcome series get my newsletters, too?
No! Not yet. Because we’re using those open loops and teases in your welcome series, sending them your newsletters is only going to confuse them. We want your new subscribers focused on each email in your welcome series and getting all of those FIRST before they start getting your newsletters.
If you use ConvertKit like I do, the easiest way to set this up is to automatically add a “Do Not Disturb” tag to subscribers when they enter your welcome series and remove it when they finish the series. When you send out a newsletter, exclude people with that tag.
Q3. Can I sell, promote, or link to a paid offering in my welcome series?
Absolutely! Some people might say you need to wait a month or two before you ever talk about a paid offering with your new subscribers. I disagree!
Why? Because your paid offerings are how you can help your audience the most and create the biggest transformation for them. Plus, they’ve joined your community because they want your help. Don’t be shy!
You don’t have to do a super hard pitch, but I think a few tasteful mentions and links throughout your welcome series can be great. However, I always suggest focusing on ONE product/service/course in your welcome series, not a bunch of different ones.
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Thaaaaat’s all, folks! I hope you found this week’s episode incredibly valuable and that it’s motivated you to get out there, write your welcome series, and get it set up ASAP. You’ve got this!