Emails and In-Laws
Imagine you’re meeting your in-laws for the first time.
They’re coming to you so you spend the week before furiously cleaning and tidying, stewing on the perfect meal to serve and making sure everyone’s favourite biscuits are in stock.
Whilst you try to quell the fear, dread and chronic inadequacy, take a second to consider the objective here.
You want these people to invest in you. You want to get them to like you enough that they want to keep in their lives.
Simple, right?
But upon arrival, the nerves take over. Maybe they’ll find you too annoying. Maybe they don’t want to hear what you have to say. Best not chance it.
As the doorbell rings, you scarper, leaving a pack of biscuits at the door and decide you’ll pop in later once they’ve had a chance to settle in.
The Un-Welcome
At this point you have created an incredibly odd and socially awkward situation AND you have missed out on a key window of time to make that first impression and set things in motion for the rest of the relationship.
You just wouldn’t let this play out in real life, so when someone turns up, ready to invest their time and interest in your business, why would you let that exact scenario happen online?
By bringing your new sign ups into the fold through a welcome email sequence, you open up a load of opportunities that you’d be foolish to miss (just like welcoming your in-laws).
Opportunities in the Welcome Email Sequence
First Impressions are Everything
Automated welcome emails ensure that you have complete control over which emails your prospects see first. You’re not leaving it to chance that they enter your newsletter mid campaign. You get a chance to set out your stool from day 1.
This is your chance to make a polished, warm, and enthusiastic introduction to your new subscribers.
Set the Tone for the Relationship
Start slow: introduce yourself, share a bit about your brand’s story, and set expectations. Let your subscribers ease into the relationship. Show that you’re thoughtful, approachable, and worth getting to know.
Showcase Your Best Side
When meeting your in-laws you’re probably dressed your best, on your best behavior, and sharing stories that highlight your shiniest qualities.
Your email sequence should do the same: spotlight your brand’s most exciting products, helpful resources, or glowing testimonials. You’re here to impress, after all.
Engage, Don’t Overwhelm
Your goal here is not to flood your subscriber’s inboxes with obnoxious sales tactics. Be engaging and offer value. Show them why they need you and prioritise relationship building over selling.
Leave a Lasting Impression
When the evening ends, you hope your in-laws think, We’d love to see them again! The same should go for your welcome sequence.
By providing value, building trust, and keeping the tone personable, you ensure your subscribers are eager to open future emails—and maybe even take the next step with your brand.
Welcome Emails and the Endless To-Do List
We business owners and marketers are busy people. Getting that welcome sequence up and running is never going to hit the top of the to-do list, so it’s important to carve out some time to get it done.
Not sure what to write? I’ve got you covered with my welcome email workbook, which takes you through all the stages of constructing a winning sequence.
Good luck and be sure to let me know how you get on!
