The best place to start is with an automated welcome campaign, right after someone subscribes your list.
Message #1 (sent immediately after subscription)
The first message you send out immediately after someone subscribes is typically to deliver the lead magnet or gift that you promised you would send after sign up.
But it’s not all about delivering your lead magnet. A welcome email can do so much more.
First of all say, thank you to be your subscribers. Tell them how much it means to you that they signed up.
Then introduce yourself and your brand in a nutshell. Make it very personal and playful. It makes the reader feel that they are a part of something, and shows you or your company as real people, not just an anonymous corporation. Highlight your milestones – what you have achieved in the past, what certifications you have, or how long you have worked in the industry.
The next section of your message should be “What to expect from us”. This is a very important part; don’t skip it. Let them know if you will send them regular broadcast messages, what type of content they will contain, and how frequently to expect them. Also explain to them why it will be helpful to them. Are you sending out a blog post to inform them? Or research information, case studies, or industry news? Premium resources? Tell them what to expect.
It’s a good idea to share your social media links in this first message, and ask them to follow you on these platforms to get the most out of their subscription.
Message #2 (sent after 3 days after the previous)
I normally send this three days later in a Messenger series, so they have time to consume the lead magnet and the welcome message. It’s a follow-up message in the series.
You are basically confirming that they received the lead magnet, and would like to know if they have additional questions.
That’s it. No links, no content, nothing to push down their throat. Just a friendly question whether they received the gift, and if they liked it.
Message #3 (sent 5 days after the previous)
This is the content you promised.
Be sure the content is relevant to the topic they subscribed for, and that it’s one of your best pieces of content. You have to give them incredible value in your first messages, so you “train” them to open their chat when you message them, and click on the links if they want to get the most of your messages.
After you placed a link you should talk about some benefits. Not everybody clicks at the first time, some people need more time to read more to decide to click or not to click.
Including a short list of benefits or informative bullet points would be a good idea.
Message #4 (sent 5 days after the previous)
I deliver another gift, for example, another blog post, or another lead magnet.
This message is very similar to the previous one; you basically continue to deliver on your promise.
Now they have engaged with your brand, read some of your content, and hopefully trust in you and think of you as an expert. It’s time for you to send a low-ticket offer!
Message #5 (sent 5 days after the previous)
I make sure that a few days have passed since the previous message when I send out the promotion.
First, I refer back of what they have received from me. Let them know that if they missed those, they should go back and read them now.
Note: It’s important that your promotion has to start with a regular message (no promotion) as you see mine in the screenshot example. After people clicked on a button or answered, then the next message can be promotional.
Then I announce the offer, with a lot of benefits and some details if what they will find in the offer, and why it is beneficial for them.
A clear call to action is needed here.
Message #6 (sent 1 day after the previous)
I want them to still remember my previous message, or if they missed it, it’s timed so that they can go back and find it easily.
This is a follow up email to ask if they received the offer, and ask them why they didn’t take advantage of it.
Create a sense of urgency here; if they don’t take action now, they will miss it.
It’s also a good place to write testimonials, success stories, and impressive results and statistics.
Don’t be too pushy, just inform them why it is a great deal.
Message #7 (sent 7 days after the previous)
I usually send out another message about a week later with additional content, taking a soft, conversational tone.
I don’t talk about the offer anymore, and I don’t ask them why they missed it.
I just provide content, for example a blog post or a report, just to make them feel that it’s not all about promotions, and that they still receive valuable information just for signing up.
At this point, they have finished the sequence. If they didn’t buy, they go to my regular subscribers list to which I broadcast news and offers. Those who took advantage of the offer get tagged as buyers, or go to a buyers’ sequence where you can offer your next product, or present an upsell opportunity.
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