Hannah McCormick is the woman behind HM Virtual Assistance. She is sharing her gifts with us over here at the motivated mompreneur to help you kick start your email marketing.
Disclosure: Some of the links in this post are affiliate links and if you go through them to make a purchase I will earn a commission. Keep in mind that I only share about companies that I truly believe in.
How many hours a day, week, month do you dedicate to creating scroll-stopping content for your social media? It’s exhausting isn’t it? You’ve probably spent a great deal of time and money accumulating a large audience of dream clients for your various platforms.
But what would happen if your accounts were lost overnight?
That’s the big problem with social media marketing, even though it can be incredibly effective, your audience isn’t yours. Your email list, however, is yours.
According to HubSpot there are over 3.9 billion daily email users and 73% of millennials prefer communications from business to come via email. Better still, email marketing is one of the few channels that customers can opt-in to. This means that your audience has already shown enough of an interest in your business to give away their precious privacy and invite you into their inbox.
There are many ways to capture emails; providing a free digital product, asking people to sign up for a free challenge or just having an opt-in form on your website. And once you have them on your list, you can build a deeper connection with little-to-no effort on your part.
The Welcome Sequence!
Done right, an automated welcome sequence can feel personalized, establish authority and build trust between you and your new subscriber.
So what does a good welcome sequence look like?
It’s important to find the balance between staying top of mind while they get to know you and coming across as spammy. Put yourself in your audience’s shoes and think about what they need most from you right now. (Remember, you’ve been invited into their most intimate space, their phones, their homes, their personal time.) This is the time to ask questions and share some value.
Start off with an email that thanks them for joining your community and share other ways they can stay in touch (such as social links). Show your subscriber that you can guide them through their troubles. You want to establish yourself as their new business bestie!
The next email should show that you understand your dream clients. Demonstrate empathy in a way that lets your audience know that you’ve been where they are and that you, and your clients, have come out the other side. Can you share a useful resource or a helpful blog post to make their life a little easier? Do it.
In your third email it’s time to get some feedback. You can use this as an opportunity to find out more about your new audience member, making sure they only receive relevant content by using segmentation. Ask them to self-identify their current needs or to reach out to book a call.
Finally, you want to transition your new subscriber into your regular nurture sequence or newsletter. Let them know what to expect going forward, how often you’ll pop up in their inbox and how to get in touch with you if they’re ready to take the relationship to the next level.
Is This Really Worth The Effort?
The beauty of a well-designed welcome sequence is that you can warm up a lead by using the same touchpoints over and over again. If you’ve written all your emails as though you’re speaking directly to your dream client, each one will feel like you’ve sat down and written it just for your latest subscriber (plus, it will help to weed out any not-so-dream audience members).
Don’t wait to build your list. The entire sequence can be automated using your email marketing platform of choice (my favorite being Flodesk) and you can grow a toasty list of warm leads in your sleep! Now doesn’t that sound nice?