How to Build a Killer Welcome Email Series (Without Losing Your Sanity)
Reading Time: 4 mins 6 min read
Alright, folks, let’s talk about something that’s as essential to your business as coffee is to Monday mornings: your email welcome series. You know, that magical sequence of emails that turns a random stranger into your new BFF (or at least a paying customer).
In today’s episode of Marketing in Public, I’m pulling back the curtain on the welcome series I just created. Why? Because I’m all about building relationships, not just email lists. And let’s be real, if you’re not nurturing your leads, you’re basically ghosting them. Don’t be that person.
So grab your favourite beverage, settle in, and let’s dive into the nitty-gritty of how I set up my welcome series, why I’m obsessed with Liz Wilcox’s email framework, and how you can steal (ahem, borrow) these ideas for your own business.
Why Your Welcome Series is the Beyoncé of Email Marketing
Let’s start with the basics. Your welcome series is the foundation of your email marketing strategy. It’s like the opening act at a concert, it sets the tone, gets people hyped, and makes them want to stick around for the main event.
Here’s the deal: I’m all about getting the foundational stuff done before I start reaching out to new audiences. Why? Because once the foundation is set, I can focus on growth without having to circle back and fix the basics.
Think of it like building a house. You wouldn’t start decorating the living room before the walls are up, right? Same goes for your email marketing.
The Framework That Changed the Game
Confession time: I didn’t come up with this welcome series on my own. I used Liz Wilcox’s email framework, and let me tell you, it’s a game-changer.
Why Liz?
- She’s straight to the point (no fluff, no BS).
- She’s got that fun, relatable energy that speaks to my 80s/90s kid soul.
- Her membership is only $9/month. Yup, nine bucks. That’s like two fancy coffees.
Liz’s framework is all about simplicity and clarity. She breaks down email types into categories like:
- Get Replies
- Sales Emails
- Pre-Launch/Product Emails
- Click-Rate Boosters
For my welcome series, I focused on her “Welcome Sequence” template. It’s a four-email sequence designed to:
- Deliver the freebie you promised.
- Set expectations for future emails.
- Explain your “big why.”
Let’s break it down, shall we?
The 4-Email Breakdown
Email 1: The Freebie Delivery
This is where you deliver the goods. In my case, the freebie is a quiz result paired with my Digital Marketing ROI Matrix. It’s a handy guide that helps business owners figure out where to spend their marketing budget based on their time and resources.
Subject line: “Your Quiz Results Are In! Let’s Talk Leads”
Opening line: “Hey there, quiz taker extraordinaire! You took the quiz to find out how solid your follow-up game is, brave move, by the way.”
The goal here? Build trust and deliver value right off the bat.
Email 2: Show Them Your Best Stuff
This email is all about micro-conversions. Share your best blog posts, guides, or resources to keep them engaged. For me, it’s my Pre-Digital Marketing Checklist.
This checklist helps business owners figure out if they’re ready to dive into digital marketing. Spoiler alert: If you don’t know your ROI goals or have a clear offer, you’re not ready.
Email 3: Set Expectations
Here’s where you let them know what’s coming next. Are you sending weekly tips? Monthly updates? Let them know so they’re not blindsided by your emails.
For me, it’s a biweekly newsletter packed with actionable marketing advice. No fluff, just the good stuff.
Email 4: Your Big Why
This one’s my favourite. It’s where you get personal and share your “why.” Why do you do what you do? What’s your mission?
For me, it’s about helping small business owners navigate the overwhelming world of digital marketing without losing their minds (or their budgets).
The Tech Setup: Automation Made Easy
Now, let’s talk about the nerdy stuff, automation. I’m using Retain Genius for my email marketing, and here’s how I’ve set it up:
- Trigger: When someone fills out my quiz, they’re automatically added to my email list.
- Sequence:
- Day 1: Send Email 1.
- Day 2: Send Email 2.
- Day 3: Send Email 3.
- Day 4: Send Email 4.
Pro tip: Don’t bombard your subscribers with too many emails at once. Let them breathe.
Metrics That Matter
Let’s get one thing straight: Open rates are dead. Thanks to iOS updates, most emails are marked as “opened” even if no one actually reads them.
So what should you focus on?
- Click-through rates: Are people clicking your links?
- Replies: Are they engaging with your content?
These are the metrics that actually matter.
TL;DR
- Your welcome series is the foundation of your email marketing strategy.
- Use a simple, proven framework like Liz Wilcox’s to create a 4-email sequence.
- Automate the process to save time and keep things consistent.
- Focus on engagement metrics like click-through rates and replies.
Your Turn
Now it’s your turn to create (or revamp) your welcome series. Got questions? Drop them in the comments below. Want to see my email copy? I’ve got a Google Doc link waiting for you.
And hey, if you found this helpful, share it with a friend who’s drowning in email marketing chaos. Let’s spread the love (and the knowledge).
Until next time, keep hustling and stay awesome.
Peace,
Chris
