How to use your welcome sequence to build loyalty and make more sales
Over the weekend I went to see Logan at my favorite theater, Alamo Drafthouse.
If you’ve never been to this chain of theaters, they do things a little differently. They offer a full menu that you can order from your seat. They have strict no talking/texting rules (they’ll kick you out!). And they have the best preshows.
Before the previews start, most theaters play ads, boring trivia questions, or annoying reminders to go to the concession stand to buy popcorn.
Not at the Alamo.
The Alamo creates custom preshows tailored to the movie. They show clips of old TV shows, movies, and video content that ties into the theme of the movie you’re seeing.
These preshows are entertaining and surprising. They give you a reason to show up early, pay attention, and enjoy the experience of going to the movies.
It’s just like your welcome sequence. You need something to entertain and engage your new subscribers from the moment they sign up.
I see a lot of people who focus on list building, but forget the list nurturing part. They come to me for a launch sequence, but their list is cold and has forgotten all about them.
The value of a list isn’t in having one - it’s in the conversion.
And that’s a process that starts as soon as someone subscribes.
Here’s 4 ways a strong welcome sequence can set you up for future success:
Build relationships with new subscribers
Your welcome sequence is a great way to start building loyalty with the newest members of your community.
If you’re in their inbox regularly with value, interesting stories, and content that’s tailored to them, you’re going to be remembered.
It’s the perfect way to stay top of mind. When they do need your services, they know you’re the go to person.
Raise your open rates
Your welcome email will have one of the highest open rates of any email you send. Keep future open rates high by showing your new subscribers that your content is not to be missed.
Even if you have a welcome sequence that does okay, you can still raise your open rates with an optimized sequence. One of my clients saw a 13% increase in her welcome email open rate and a bump in open rates across the rest of the sequence.
Frees you up to do other things
You’ll love how much time you save with email sequences. Once you set them up, you can nurture every new subscriber without writing another word.
If you take a vacation, want to get to work on the next big thing in your biz, or get sick and can’t work for a week your email marketing is set. Every new person who joins your list will be taken care of, whether you’re at work or away.
Make more sales
This is the best reason to set up a welcome sequence or update your old one. The time and money you invest in email marketing has some of the highest pay off when it comes to your marketing dollars.
Here’s a few ways your welcome sequence can help with future sales:
You can promote in your welcome sequence. Send a few soft pitches about your group program or course. Give the people who are ready to buy that option.
You can use it to segment your list so you know which funnel to send subscribers to next. The more you know about your subscribers, the better you can help them towards the right solution.
You can have bigger and better launches in the future. When you do send a big sales campaign, they haven’t forgotten all about you. Because you sent more than the obligatory welcome email to deliver the opt-in freebie, now you’ve earned that spot in their inbox.
When you’re growing your list, you don’t want to forget about the people who join.
A list that reads your emails is more valuable than a massive list that doesn’t know who you are. Focus on setting them up with interesting and engaging content from the get go.
You don’t want to fill the theater and leave them with nothing.