60% open rate.
9% click rate.
That's after over 20,000 emails have gone out as part of a welcome series, I wrote for a client.
Before I tell why these emails perform, let's talk about why you should have a welcome series in place?
To capture your potential client's interest at it's peak. Someone visits your website, an email signup prompt pops up, they enter their email address in exchange for some value (discount code/lead magnet/ free e-book/ checklist/ etc.). You immediately follow-up with an email delivering on your promise. And for the next 7-14 days, you keep following up with an interesting story based email delivering more value. That is the goal of a welcome series. Now, let me point out how I would increase these numbers even more.
Currently, we send 7 emails as part of the welcome series. If it was my decision, I would increase the number of emails to 10 (minimum & 14 maximum). And the reason is simple. Welcome series gets more engagement then any other email you can & will send. Now, what should you write in these emails?
If you want a high converting welcome series, here's what you should do:
1) Deliver the lead magnet
2) Tell your creation story
3) Frame the problem - Us vs Them
4) Share a success story
5) Big changes happening in the industry
6) Your unique mechanism - why your product/service is different
7) How to get the BENEFIT without the PAIN POINT
8) Future pace - what does life looks after your product
9) FAQ - answer what's on their mind
10) Share some more reasons to try your product
11) Share a testimonial
12) Reframe their mindset
Writing a successful welcome series is about covering the fundamentals, matching the tone with your brand, and being empathic with your readers.
Now go create your own high performing email series.
P.S. If you want help creating a high performing welcome series or email strategy. Click the link below to schedule a strategy call with me.
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