How To Nurture Prospects With Email Marketing: The Welcome Sequence

Wouldn’t it be nice if every potential customer who visited your website became a client? If they saw your services and product pages, thought, “This is exactly what I need. I’m sold!” and then scheduled a call with your sales team?

Of course, that would be amazing. But that’s not the world we live in. In services, we’re not selling hot commodities like Amazon. Our customers aren’t making an impulse buy when they purchase from us. Nearly every sale we make comes from a relationship.

That doesn’t mean each prospect needs to have a dedicated sales rep to wine-and-dine them. But it does mean they need some nurturing — and email marketing is one of the most efficient ways to nurture a prospect into a lead.

When we segment our prospects and craft messages that speak to where they are in the buying process, we can simultaneously build relationships with countless prospects.

So how do you make your messages a tool for relationships and not just a cue to hit the trash icon)?

By using an email welcome sequence. This is your opportunity to introduce yourself to your prospect. It’s how you make your first impression and begin a relationship of trust that will hopefully end up as a sale.

Remember, when someone signs up for your mailing list, they’re asking you to convince them of something. The worst thing you can do is have someone subscribe to your list and not send them anything. They’re stretching their hand out to you. Don’t leave them hanging.

Instead, engage and welcome them and use your sequence to humanize your brand, segment your prospects, and set expectations about what you can do for them.

The Welcome Sequence

Creating an effective welcome sequence can seem daunting, and many companies miss the mark. Writing a highly effective welcome sequence for your business is not impossible, but it requires intentionality from the very beginning.

Here are the six (yes… SIX) emails every new email subscriber needs to receive.

Email 1: Welcome/Thanks

In your first email, you need to welcome your new prospects to the community and thank them for subscribing. Then, you’ll deliver the resource or lead magnet they opted in for.

Using a short bulleted list, let them know what to expect from you. Keep it casual and inviting, reaffirming their decision to join your list.

Your email may look like this:

Subject: Welcome to the [COMPANY NAME] Community (Free Download Inside)

Hi [FIRST NAME],

[YOUR NAME] from [COMPANY NAME] here.

As the [JOB TITLE] here, I wanted to say thank you so much for choosing to become a part of the [COMPANY NAME] Community.

Whether you’re here out of sheer curiosity or researching [TYPE OF PRODUCT OR SERVICE 

YOU OFFER] options, we’ll walk you through the ins and outs of what [COMPANY NAME] can do for you.

Before we go any further, here’s your free PDF download of [TITLE OR TOPIC OF LEAD MAGNET].

In this guide, we’ll show you:

  • [BENEFIT #1 OF LEAD MAGNET] 
  • [BENEFIT #2 OF LEAD MAGNET] 
  • [BENEFIT #3 OF LEAD MAGNET]

While [TYPE OF PRODUCT OR SERVICE YOU OFFER] isn’t exactly a new concept, we understand that many people are still unfamiliar with [TYPE OF PRODUCT OR SERVICE YOU OFFER].

So, over the coming week, we’ll share:

  • Who we are and the [COMPANY NAME] philosophy
  • Specific examples of how our clients have achieved success with our [PRODUCT/SERVICE]
  • Why delaying [SOLUTION YOU PROVIDE] can [NEGATIVE OUTCOME]
  • The 5 questions you should ask before choosing a [CLASSIFICATION OF COMPANY]

Be on the lookout for our email tomorrow, and we’ll get started! Sincerely,

[NAME, JOB TITLE, COMPANY] 

(Bonus Tip: Include a CTA in the signature of every email you send. You always want people to have the chance to respond.)

Email 2: What Others Are Saying

Your prospects already know you can brag about yourself. But what they really want to know is what other people think about your company. Use blurbs from your customers that explain how great it is to work with you. Spotlight case studies that show the difference you’ll make for your clients.

You don’t need to include the full case studies in the email — just tease it and provide a link to the full study online.

Subject: What our clients want you to know about us

By now, you may be thinking, “[YOUR SOLUTION/SERVICE/PRODUCT] sounds great, but how do I know you can do what you say?” We get it.

How many times have you found a business online that says they care about their clients and promise the highest level of service, only to be completely disappointed?

That’s what [NAME OF CLIENT] expected when she was referred to us. She assumed we’d put her through the typical, ‘Hi, please wait. Who are you? What is it you’re needing?’

Instead, we [DESCRIBE WHAT MAKES YOUR PROCESS/PRODUCT/SERVICE DIFFERENT].

Beyond [DESCRIBE THE BASIC EXPECTATIONS YOUR CLIENTS HAVE], we wanted her to feel [DESCRIBE HOW YOU WANT YOUR BEST CLIENTS TO FEEL/RECEIVE]. But don’t take our word for it.

[3-5 SENTENCE BLURB FROM THE CLIENT MENTIONED ABOVE] 

And [NAME OF CLIENT] isn’t alone. See what our other patients have to say [LINK TO CASE STUDIES/TESTIMONIALS PAGE ON SITE]. 

You deserve to be more than [DESCRIBE THE AVERAGE SERVICE YOUR PROSPECT WOULD GET FROM COMPETITION]. 

[YOUR EMAIL SIGNATURE]

Email 3: Your Process

How do you do what you do?

The goal of this email is to show your prospects how you deliver on your promises to your clients. Give an overview of your process that takes them on a journey from where they are now to where they want to go.

Be careful not to over-explain. Your email can link to a longer blog post that explains it further, but no matter what, don’t give away your entire process in great detail. You don’t want to confuse or overwhelm them with unnecessary info. Graphics are especially helpful for this stage of the welcome sequence. Using images, you can make your process easy to understand. New prospects don’t care about the nitty-gritty of your process. They care about the result and whether or not you can make it happen for them.

Subject: This is how [YOUR PRODUCT/SERVICE] actually works

Even though you know who we are and what other people are saying, you may still be wondering what the actual process looks like.

While [YOUR PRODUCT/SERVICE] seems pretty straightforward, there are several steps to achieving [CLIENT’S DESIRED OUTCOME].

That’s why we wrote this article walking you through the [YOUR PRODUCT/SERVICE] process. You can read it by clicking here [LINK TO PAGE ON WEBSITE].

In this article, we cover:

  • [NAME OF STEP 1] 
  • [NAME OF STEP 2] 
  • [NAME OF STEP 3] 
  • [NAME OF STEP 4] 
  • [NAME OF STEP 5]

Here’s the link to the article one more time [LINK TO PAGE ON WEBSITE].

[YOUR EMAIL SIGNATURE]

Email 4: How to Choose the Right Company for You

Take on the role of an unbiased peer who shows the reader how to choose the best company to work with. You can list out helpful questions to ask or create a guide like, “How to Create an RFP that Makes You the Perfect Fit for a Project.”

Subject: The 5 questions you need to ask when choosing a [TYPE OF EVENT COMPANY] specialist.

So, now you know why you should consider [YOUR TYPE OF

PRODUCT/SERVICE] but you may not know how to choose the right dealer. Are there differences in products and processes?

Absolutely.

That’s why we created a quick guide to help you choose the best [TYPE OF EVENT COMPANY] for you. Click here to read it [LINK TO PAGE ON WEBSITE].

You learn how to:

  • [POINT #1] 
  • [POINT #2] 
  • [POINT #3] 
  • [POINT #4] 
  • [POINT #5]

[YOUR EMAIL SIGNATURE]

Email 5: Create Urgency

Use the fifth email to help your prospect understand why they need to take action now.

What happens if they delay the project? What are the negative consequences of not solving the problem they’re currently experiencing?

Then, compare that to the positive outcomes they’ll experience when their problem is solved, and give them a timeline of how their business will change if they choose to act now. You want them to envision themselves working with you. Explain, “Here’s where you are right now. But if you act now, this is what happens. This is when your project will be done and your problems will be solved.”

You want your prospects to feel the urgency of acting now, so they can get the results you promise as soon as possible.

Subject: Why you can’t afford to delay [THE SOLUTION YOU OFFER]

You already know that [YOUR PRODUCT/SERVICE] is essential for [BASIC SOLUTION], but you probably never thought of it as being essential for [MORE LONG-TERM IMPACTFUL RESULT THEY DESIRE].

[DESCRIBE THE THESE BENEFITS HERE]

But why should you choose to act now?

[DESCRIBE THE NEGATIVE CONSEQUENCES OF NOT TAKING ACTION]

Taking action on [THE SOLUTION YOU OFFER] really can’t wait, unless you’re okay with sitting by while [NEGATIVE CONSEQUENCES SUMMED UP].

[END WITH A CTA TO A RELEVANT BLOG POST] 

[YOUR EMAIL SIGNATURE]

Email 6: Wrap Up with a Call-To-Action

In this final email of your welcome sequence, give a quick recap of your previous emails. Then, invite them to take the next step in your sales process to work with you. You could ask them to schedule a call, submit an RFP, chat with a sales rep, or request a quote.

Provide all necessary links for them to act. You want your action step to be as simple and accessible as possible.

Subject: Can you talk soon?

Over the last six days, we’ve gone through what [THE SOLUTION YOU OFFER] is, why you need it, and how to get started with [FIRST STEP OF YOUR PROCESS].

Hopefully, with these emails and your free download, we’ve answered any questions or concerns you have about [YOUR PRODUCT/SERVICE].

Now that we’ve gotten to know each other via email, we’d love to have a quick conversation to see if [COMPANY NAME] would be the right fit for you and your needs.

You can schedule a call HERE [LINK TO CALL SCHEDULING SOFTWARE], or simply click this button and we’ll reach out.

You can also call us at [PHONE NUMBER] or email us by clicking HERE to learn more about what [COMPANY NAME] can do for you.

[YOUR EMAIL SIGNATURE]

​​A welcome sequence is your prime opportunity to capitalize on converting prospects with piqued interest in your company. And it’s completely doable.

Take the opportunity to nurture the relationship, build trust, and turn your contact list into a client list by creating a welcome sequence that’s proven effective.

Recommendation: The Best Email Marketing Tools

You must choose the right email marketing tool if you are really serious about email marketing. There are many autoresponders available, so comparing them can be quite challenging.

Many online marketers use ActiveCampaign as an autoresponder to build their campaigns.

My online business depends on ActiveCampaign, which I have used for many years.

ActiveCampaign was founded in 2003. Businesses can connect with customers with its affordable email and marketing automation software.

Today, it offers a powerful email marketing platform and CRM platform with a history of more than a decade, so business owners can easily control email marketing.

My ActiveCampaign review is very comprehensive. Before deciding to use it, you may want to read it.

WordPress users looking for a cheaper email marketing tool may want to consider Groundhogg. Using Groundhogg will be more technical. 

With Groundhogg, you can manage your CRM, Email, and Marketing Automation directly in the WordPress dashboard. You have complete control over everything.

When it comes to CRM and Email Marketing, most people are forced to use expensive SaaS platforms, so Groundhogg is here to change this. I recommend reading my Groundhogg review to determine if it is for you.

Along with a powerful email automation tool, I found a tool that allows you to send videos via email. With only one click, you can insert videos into your clients’ emails for massive traffic, conversions, and sales. This is not a GIF, but a video.

Email Videos Pro is said to increase engagement by over ten times and profitability by over ten times, according to the developers. Check out my Email Videos Pro review to see it is suitable for you.

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