These emails are examples of content that you can include in your welcome sequence to effectively identify engaged readers in your target audience. They may not all apply to you but feel free to grab those that do.
👉 Questions about your screening process? Check with your account manager.
Intro to Your Newsletter
We always recommend starting with an introduction that gives really clear context as to how they joined the list, what they can expect, and a clear opportunity to unsubscribe at the top of the email. Example here.
Checklist
Remind the reader how they got on your list
Pitch the reader on why they should reader your newsletter
Provide a clear unsubscribe option near the top of the email
Explain to the reader what they can expect over the next few days or weeks
Tease your next email
If you choose to only include one email, it needs to be this one. This is crucial to properly onboarding subscribers you receive from recommendations.
Send a Free Resource
Send a clickable resource that your ideal reader would love. This helps extract clicks for your target readers and also establishes trust early in their onboarding that you’ll provide value.
Checklist
Find or create a valuable free resource that your target reader would love
Tease your next email
Discover Their Biggest Challenge
Tell a story about how you got started doing what you’re doing and why it’s important to you. Ideally, you frame your start as wanting to overcome a challenge. Then, ask your new readers what their biggest problem is with X.
Provide 3-5 options and use link triggers to tag these subscribers as engaged (also store this information about them to use later in personalized content).
Checklist:
Tell a story
Share why this matters to you
What challenge did you have
Transition to reader
Ask their biggest challenge and provide clickable options
Tease your next email
Personal Introduction
Work to establish a personal relationship with your reader by sharing flagship content like podcast interviews, blog articles, or features in other publications. Explain to your readers who you are and what you do - why should they read emails from you? This is another great opportunity to elicit a click from your target audience.
Checklist:
Make a personal introduction
Share your hits (top posts, blog posts, and more)
Invite them to connect with you on your main social channels
Tease your next email
Introduce Your Offer
Create excitement around your product and explain why it exists. Be sure to include a link to a waitlist or the product itself. For best results, pitch a less expensive offer. Higher ticket offers tend to require a longer nurturing period before conversion.
Checklist:
Explain a common problem you see with your audience
Transition to your offer as a solution
Optional: Offer a welcome discount
Lower the perceived risk by using a guarantee
Share a Customer Story
How did your product change this person’s life for the better? What transformation did you facilitate and what specific results can you share to build trust? Be sure to include a link to a waitlist or the product itself.
Checklist:
Introduce your reader to one of your customers
Explain the challenge they had before purchasing from you
Detail how your offer transformed that customer to an outcome that your target reader would love
Share specific results to build trust
Add a link to a waitlist or your product
Answer Common Objections
What are the most common reasons that people don’t buy your product? Do you have any stories that debunk those objections? The more emotion, the better. Be sure to include a link to a waitlist or the product itself.
Checklist:
Introduce a common objection
Share a story that debunks that objection
Try to elicit a specific emotion from your reader
Link to the product or the waitlist
Recap, Repitch, & Set Expectations
Recap the reader on your last several emails and explain what’s going to happen next. Set clear expectations so the reader has no doubt in their mind what their future experience will be. Restate the mission of your newsletter and repitch your welcome offer. If you have testimonials, include one so that you can show social proof. Get the reader excited about what they will learn now that they’re an official subscriber to your list.
Checklist:
Recap on what you’ve covered
Explain what’s going to happen next
Restate your mission and repitch your welcome offer
Include a testimonial or social proof
Tease your upcoming emails
Breakup or Makeup
The day before your screening period ends, send an email to the readers who are not already marked as engaged. Since they haven’t engaged properly so far, allow them to unsubscribe or confirm their subscription.
Checklist:
Filter for non-engaged referrals
Explain that they can unsubscribe or they will be automatically removed
Provide an opportunity to stay subscribed via a click
What Now?
From here, add the engaged subscribers to your regular email sends! The readers who clicked throughout this welcome sequence are the exact type of subscribers you want on your list. They were interested in your content and your free resources. They provided more information about themselves that you can use in later content.
Using the emails from this welcome sequence, you’ll be able to add highly engaged readers in your target audience to your list who are most likely to drive the outcomes you’re looking for.
👉 Questions about your screening process? Check with your account manager.