Welcome Sequences That Turns New Subscribers Into Loyal Customers

Melissa Seideman: Hey, you're listening to Not Another Emo Company, the podcast for entrepreneurs who are done guessing and ready to build an email strategy that actually works. I am your host, Melissa, and every single week we're talking real strategy, real results, and emails that actually make people money. Let's get into it. Welcome back to Not Another Emo Company. If you're listening to this right now, I want you to know that I'm currently running on Hockey Mom Fuel and a whole lot of gratitude because life in my house right now is absolutely wild in the best possible way. We have three boys living here, and if you stop by right now, within four minutes, one of my boys would be wrestling with you, backflipping. on the couch, dragging you to play mini sticks. We're a challenge you in a game that they're currently obsessed with. It's chaos, it's loud, and it is the best. We're deep in hockey season and travel season right now. We have a tournament coming up next week while I'm in Florida for a business retreat. So my husband is in full hockey dad duty. And then another tournament the week after I get back. This is just life right now. And honestly I wouldn't have it any other way. But here is the thing I can be on a plane to Florida cheering from the stands of the tournament completely offline while my business keeps running. Emails keep going out and my welcome sequence keeps doing their job. This is not an accident. This is a system. And today we're talking about one of the most important pieces of that system, the welcome sequence. Before I get into tips, I want to share something that's happened this week that inspired this episode. This week I met with a presentation with Jen Lindy about landing pages and welcome sequences. Two things I generally believe are the foundation for email marketing strategy that actually works. After we finished, I started going through the landing pages, people shared with us, pages that had been pre-built, we're proud of, and we're driving traffic to. And I noticed something that surprised me, even though it probably should not have. some people had no welcome sequence on the other side of the landing page. Someone clicks your landing page. This they like what they see, they give you their email address, they hit submit, and then nothing. That is the biggest mistake and the business biggest missed opportunity in email marketing. The moment someone joins your list is the moment they're interested in you. They just raised their hand. They said yes and they want to hear from you. And if you go quiet, you lose them before the relationship even starts. Today I'm walking you through six tips for writing an email welcome sequence that actually works, one that builds trust, delivers value, and makes sales even when you're at a hockey tournament three hours away, or as I am in Florida, 12 hours away. Six tips for high-converting email welcome sequence. Let's get into it. Tip number one, send the first email immediately. I mean immediately. Not an hour, not tomorrow morning, immediately. New subscribers are most engaged in the minutes right before, right after they sign up. This is the window they're thinking about. They're excited about whether they sign up for, and they're ready to hear from you. So deliver whatever you promise: the freebie, the discount, the download, the guide right away. And this is your first email to confirm they're in the right place. Tell them who you are. What you signed up for and what's coming next. Do not waste the best moments you have with silence. Tip number two, set expectations early. In your first or second email, tell the new subscriber exactly what they can expect from you, what you will send, how often, when is it for them? What is it for them? This might feel simple, but it doesn't sound something really important. It builds trust and it dramatically reduces unsubscribes and spam complaints later because nobody feels surprised or tricked. When people know what they signed up for, they stay. When they trust you, they feel value, they feel loyal to you. this day. Tip number three, tell your story briefly. Use one email in your welcome scene house to share who you are, what you do, and why. It's not a biography, it's not a resume. Just enough personality to get from feeling like a newsletter in the inbox to feeling someone they actually want to hear from. People connect with people, and a little bit of genuine story goes a long way. Why did you start your business? What does it mean? What values are important to you? What is your mission? For me, the story is usually about hockey, about building a business that lets someone the rank at 6 a.m. and tournaments that are three hours away without my revenue stopping. That story is part of my brand because it's truly because it connects with the people I serve. What is your story? What's the reason you do what you do? Put that into the welcome sequence. Tip number four. Give value before you ask for anything. I want to say this really clearly because I see so many welcome seasons that break this rule. Do not pitch on email too. Lead with your most helpful content first. A best roundup, a quick win, a resource they did not know they needed. Something that makes them think, okay, I'm glad I signed up for this. Earning goodwill first makes them feel naturally rather than pushy. When you lead with value, the ask when it comes does not feel like a sales pitch. It feels like an obvious next step. Tip number five, invite a reply or small action. This is one strategy, the tip and deliverability tip. Ask a simple question in one of your emails that says something like, What is the number one thing you're hoping to learn? Or what is your biggest struggle right now? I use the question, what is your biggest struggle with email marketing in my first email? And people actually reply. When they reply, I send a reply right back. It signals to your inbox providers that you want the emails. It tells Gmail and Outlook that you're not spam. And it helps you, it keeps you at a promotions tab in the primary inbox. It also gives you real insight into the audience. The replies I get from these questions shape my content for months, if not years, later. Tip number six, keep it focused and well paced. Three to five emails in one to two weeks. This is the sweet spot. Give each email a clear purpose, one clear call to action. Not three things, not one thing, just one thing. And please space them out. Do not send an email every single day for four days. I see this and it is too much. Give people time to breathe between your emails. You want them to feel like a friend in your inbox, not a salesperson who's just a number. This is a bonus habit that makes a real difference. Go back to a few weeks and check your open rates and click rates. on each email in the sequence. If one email is underperforming, look at the subject line, the hook, the call to action, and the adjust it. Your welcome sequence is not to say, forget it, peace. It's living part of your business that gets over time, people pay attention to the data. Now here's the part where I get a little real with you. If your welcome sequence is not bringing you the real customers and more sales, if you do not have one at all, we need to talk because this week I'm offering something I do not do often. I am offering a writing sequence for five business owners at a special rate. Four emails for a welcome sequence for $400, normally priced at $600. First come, first served. I'm only serving five people, five businesses. This is not a template. This is me in your business writing emails in the voice. That do the work of nurturing your subscribers, moving them towards a sale automatically every single time someone joins your list. If you want in, just reply to any of these emails Five spots, that's it. Five emails, you will get four emails for $400, and I'm only taking five spots. All right, that's a wrap on today's episode. If you're walking away with one thing, let it be clear: the moment someone joins your list is the best shot at turning them into a loyal subscriber and everyday customer. Do not waste silence. Build the welcome sequence. Send the email first, immediately. Tell your story. Lead with value. And let your emails do the work while you're living your actual life or at a hockey rink. If this episode is helpful, please subscribe to whatever you're listening to and leave a review. It generally helps more people find the show. I will see you next week on non-other email company. Talk soon. Thanks for listening to Nother Email Company. New episodes drop every week. Make sure you are subscribed to not miss one. If you want my weekly email marketing tips, straight to your inbox, draw my list and non-theremail in the show notes. See you next time. Thanks so much for listening. Have a great day. Bye.