📥 How to design a welcome email sequence for your new product

I saw this question pop up a couple of times here and thought that I would share the framework I have used on a few websites.

A welcome email sequence isn't the first thing you think about when you launch your product but you know that building trust with new subscribers is what turns cold leads into long-term customers. Your welcome email will be their first taste of what it’s like to be your customer. If you deliver great value in your welcome sequence it will make it so much easier to turn them into a paying customer.

In this post I'm going to describe the optimal 5-day welcome email sequence. I have used this exact framework for a client which resulted in a 20% increase in leads and an average open rate of 35%. Feel free to ask me any extra questions that you have in the comments and I will reply to each one.

Day 1: Welcome Email

• Intro (no more than 2 paragraphs)
  Introduce yourself and your mission behind this product
• Thank them for joining the list and tell them what to expect over the next 4 days. Describe the 2 big pains that you are going to solve over the next couple of days.
• Call To Action
  Remind them to take the first step with in your onboarding process (activate free trial,bonus material,set up new account, etc)

Day 2: First Big Win

• Describe the biggest pain that your product solves
• Show them how to solve that problem with your product
• Call To Action
  Tell them to go and solve that pain right now and email you if they need any more help or information solving that one specific pain point.

Day 3: Second Big Win

• Describe the other big pain that your product solves (most successful products solve at least two big problems)
• Show them how to solve that problem with your product
• Call To Action (Same as Day 3)

Day 4: How your product will change their lives

• First proof
  Show them what life looks like after you become a customer. Now is the time to sell the dream.
• Second proof
  Add a customer story or case study that shows the results your customers have gotten with your product.
• Build Anticipation
  Mention the special offer that you are going to make in the next email.

Day 5: Close the Sale

• Re-state all the benefits of your product
• Add a short testimonial
• Describe the special offer and when it will end
• Add countdown timer at the bottom to give them a sense of urgency (MotionMail has a free countdown timer that works with most ESPs)

Notes:

1. Every email has a call to action which allows you to focus on a single message per email and makes it much easier to segment them in the future. By focusing on one major pain per email you will begin to see which one resonates with your audience most and which action step leads to the most sales. Both of these bits of knowledge will help you tighten up your sales messages and value proposition.

2.If solving one big problem would be giving away the whole farm then solve a small problem in each email, the main goal is to deliver practical value in every email.

P.S. If you would like helping implementing this in your business. DM me and I will send you a template for the whole 5-part sequence.