Contemplate all of the methods somebody would possibly arrive in your e mail database. Perhaps they go to your web site and subscribe to your e-newsletter. Perhaps they enter their e mail in alternate for a useful whitepaper. Or maybe you add them after assembly them at a perform.
In any case, it could be good to ship them a brief e mail welcome sequence earlier than dropping them to your basic e-newsletter viewers. It offers a chance to welcome them, make an impression, and showcase your differentiators.
We discover {that a} streamlined, three-step welcome sequence delivers sufficient worth with out being over-the-top and inclining them to unsubscribe. Contemplate the next strategy:
Electronic mail 1: Heat Welcome (Despatched Instantly)
Briefly introduce your agency, your mission and what they’ll count on in your e-newsletter. Embrace a quick video that showcases your workforce and what units you aside. Finish with a delicate call-to-action to discover your web site or take a look at your social channels.
Electronic mail 2: Constructing Credibility, Including Worth (Despatched 3 Days Later)
Present a useful resource on a subject related to a typical problem your prospects face. Whether or not it’s a whitepaper, article or video, it helps them see firsthand that you simply’re educated and that you simply work with individuals similar to them.
Electronic mail 3: Invitation to Join (Despatched 7 Days Later)
Share a high-level overview of your course of, giving them a glimpse of what it’s wish to work with you. Invite them to schedule a session to debate their scenario in additional depth. Your CTA is usually a direct hyperlink to schedule, making it straightforward for them to take the following step.
To arrange a welcome sequence like this, use an e mail advertising and marketing platform like Mailchimp or Fixed Contact, which let you automate every e mail primarily based on the timing of your selection. For instance, you’ll be able to set Electronic mail 1 to be despatched instantly after a contact is added to your record. Schedule Electronic mail 2 to exit three days later and Electronic mail 3 to be despatched after seven days.
If you wish to take it to the following stage, arrange a number of sequences primarily based on how somebody enters your record. As an example, if a brand new contact downloaded a whitepaper on property planning, your sequence can give attention to associated content material that highlights your experience in that space. Most e mail platforms permit segmentation, making it straightforward to tailor your sequences for various audiences.
Use a sequence like this to make a terrific first impression and set up credibility from day one. Give attention to worth. Every e mail ought to present real insights, steering away from a tough promote. By providing high quality recommendation proper from the beginning, you’re already setting your self aside.
Stephen Boswell is a associate with The Oechsli Institute, a agency that focuses on analysis and coaching for the monetary providers business. @StephenBoswell www.oechsli.com
