You only get one first impression. The same thing is true when it comes to email. When someone signs up for your email list, you only have one email to make a great first impression. That’s why welcome emails are so important.
At Brandetize, we like to call it, the Indoctrination Sequence.
This is your first (and if you do it wrong, YOUR ONLY) chance to engage your new subscriber.
Hey, they opted in. Clearly, they’re interested in you. They might even like you a lot…
But this is your opportunity to get them to LOVE you.
You need to WOW your new user.
Let’s talk about 4 ways to wow your readers in the first email. Here’s how:
1. Open Loops
Do you know what opening a loop means?
I’ll get to that in a minute, but first I want to tell you why they are important.
(Hint…. That was opening a loop. I asked you a question and then went on to something else, creating tension, suspense, and curiosity. The whole goal is to keep you hooked, engaged and to keep reading.)
Opening loops allow you to playfully “tease” and have fun with your readers. It creates mystique and interest. Remember this, creating tension creates attention.
A great place for opening loops is in the P.S. line of your welcome email. You can try something like, “In my next email look out for this…” or “In my next email I’ll give you a free gift. Don’t miss it!”
Also, never ever close a loop without opening a new one.
2. Bounce Them Around
Another technique to use in your welcome emails and indoctrination series is what’s known in the dating scene as “bounce them around.”
You move your date (reader) from bar to bar, place to place, table to bar, or in the digital marketing world, from their inbox to your blog, Instagram, YouTube channel, etc.
This is critical because it gets them in the habit of clicking and doing what you say. The bonus is it trains them to get out of the inbox. And guess where your sales take place? On your website and sales pages, not in the inbox!
Throughout your welcome series use the technique known as “pre-framing”, leading them subconsciously to where you want to take them. Your setting them up psychologically for something you will later offer, and when you do finally offer it, they will be excited to say, because they love you!
3. Get Them to Say “Yes”
Other tactics that must be used the welcome series is setting expectations and making micro-commitments (getting them to say yes to even the most seemingly meaningless and trivial things, like rhetorical questions).
4. Show Them Your Best Stuff
Finally, use “The Best of Campaign” approach.
Use the content you are proud of, this is your chance to give them your best stuff. This helps the reader know where to start and positions you as the expert.
If you do these practices in your welcome series, you set yourself up for a great relationship with your new users.