Having an automated Welcome Email sequence when visitors subscribe to your newsletter starts your relationship with them in the right way. Imagine meeting a new person and introducing yourself to them. You can think of the Welcome Email in the same way.
There are several things to consider when creating your automated Welcome Sequence, which I detail below. You will also find step-by-step instructions on creating and automated a Welcome Email sequence in Mailchimp.
This is the third post in my series on email marketing. If you haven’t set up your email service yet or added the forms to your website I recommend starting with these posts first:
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WHAT’S A WELCOME EMAIL SEQUENCE?
You’ve probably noticed when you sign-up for other newsletters that you receive a series of emails over the course of a few days or week. This is a welcome email sequence (or series).
Rather than making you wait for their regular newsletter, the business or blog is building a relationship with you almost immediately.
The emails can contain a relevant story, what you can expect in your inbox from the sender, valuable tips to make your life better, discounts, or more ways to connect.
The goal here is to make your contact feel valued and that joining your email list was the right decision for them.
SHOULD I HAVE ONE OR FIVE EMAILS?
I recommend having at least three emails in your automated sequence.
Too little and you’re not building that relationship early on. A single email can also result in compiling too much information into one place, overwhelming the reader rather than taking them on a journey.
On the other hand, too many emails can get annoying, resulting in the subscriber unsubscribing from your list.
What works for your audience might be different than someone else, so play around with the number until to decide which receive the most engagement.
WELCOME EMAIL SEQUENCE IDEAS
When planning your Welcome Email sequence you should think about what story you want to tell your subscriber. Some common information used in these emails are:
- Introducing yourself
- Giving the company or brand’s backstory
- Providing the benefits the subscriber signed up for
- Set the expectations by explaining what they will receive moving forward
- Information to connect with you elsewhere online
There are more ideas you can use in your emails but these points tend to be the most used.
When creating your welcome emails, decide which content you want to include in each email and when they will be sent out.
If there is an action you want your subscriber to take, it’s important to set that up in your sequence.
Lastly, be personal and evoke emotion. You are trying to build a deeper connection with your readers and the welcome emails are the place to do that.
AUTOMATING YOUR WELCOME EMAIL IN MAILCHIMP
Now that we’ve covered the basics of what a Welcome Email sequence is, you can start creating them in your email service interface and automating the campaign.
Below are detailed instructions to do this through Mailchimp, the email service I personally use.
Step 1: Create Your Emails
To create your emails in Mailchimp go to Templates > Create Template
Depending on your level of comfort, you can choose a ready-made theme, a layout, or code your own email. In my email sequence, I choose a layout with a single column. The aesthetic of your emails is completely your choice.
After you choose your layout, you will land on the Edit Template page. Here you can completely customize your emails from the colors, images, logo, text, buttons and social buttons. Play around with the settings until you’ve built your first email the way you like it.
Once you’re finished, hit Save and Exit and name your template. You will see the template you created in your list.
Repeat these steps to create all the emails for your sequence. Once your emails are made you can move on to Step 2.
Step 2: Create Your Welcome Email Sequence Campaign
On Mailchimp’s webpage click on Campaigns > Create Campaign > Email > Automated.
In the window titled “Create an Automated Email” select “Welcome New Subscribers” > “Onboarding Series”.
Select your list and click “Begin”.
You will be brought to a page to upload your emails in the order you want them sent and choosing how long between each email the subscriber needs to wait.
Step 3: Automate Your Welcome Email Sequence
Mailchimp automatically provides you with 5 spots for your sequence. If you didn’t create 5 emails you can delete the extra spots by clicking the arrow on the right of each option and selecting “Delete Email”
Add your first welcome email to the first spot by selecting “Design Email”. The first window that appears is the Email Information section. Fill in the information for your first email and select “Next”
Now you will be able to select the template you made earlier. Select “Saved Templates” and choose the one you created to be the first to send out. Hit “Next”.
If you need to make any changes to your design you can do so here but since you already created the email as a template we can skip this step. Select “Save and Continue”.
Lastly, choose when the email will be sent and who it will be sent to. I recommend setting the “Schedule” to “Every day, All Day”, which means the email will automatically be sent as soon as a subscriber signs up any day of the week.
If you have more than one email list, you can choose which list automatically receives your email by filtering by segment or tag (I will be covering segmenting in next week’s email).
Continue to add your emails to the slots in the order you want to send them. After they have been added, you can choose the time between each email is sent by selecting “edit” next to “trigger”. Other than my first email, I have mine sending out two days after the previous email.
When everything is added and scheduled the way you like, select “Next”, confirm everything and “Start Sending”!
Now that you have a Welcome Email sequence and it’s automated to send out when new subscribers sign-up, you’re ready to build lasting relationships with your readers and customers.
A Welcome email sequence is much more effective than a single email and with services like Mailchimp, an automated sequence can be handsfree and stress-free.
What did you include in your sequence and what do you like to see in other newsletters? Share your opinion below in the comments.