If you’re undertaking email marketing, the primary goal is, of course, to get leads or sales from those emails.
However, in order to do so, you first need to A) get people to sign up to your list and B) nurture the relationship with your audience to get them to take the next step with you.
Enticing people to join a mailing list can be done in several ways. For ecommerce businesses, a common way is offering a 10% discount off your first purchase when you sign up for marketing emails. For service-based businesses, it can be a bit trickier, but could include offering a free trial, a free report, or a lead magnet of some kind – a resource of value that you give them, for free, in exchange for their details.
Once you’ve got them on your list, however…what happens next? This is where an automated welcome sequence of emails can come in. Read on to find out the benefits of such sequences.
1) Welcome subscribers with value
An email welcome sequence is an ideal way welcome new subscribers into the fold.
As a general rule, people don’t like spammy emails, and they need a reason to stay subscribed to a mailing list. You don’t want to bombard people with salesy, hard-hitting emails from the offset, as you’ll want to build up the relationship with your audience first – which is where providing information of value comes in.
This can be done through a welcome sequence. You can introduce yourself, your products and services, and provide engaging, educational content – perhaps with some free resources too – all without any hard selling. This will ease people in, and get the email relationship started on the right foot.
2) Stay relevant
If you only engage in email marketing every few weeks, or once a month, it could be a while from when a subscriber signs up to a list and receives their first email from you. By that time, they could have forgotten signing up or who you are – and therefore immediately unsubscribe.
By having your audience receive a sequence of welcome emails when they sign up, you’ll stay relevant and at the forefront of your recipients’ minds, reducing the chance of them unsubscribing when they receive your standard marketing emails.
3) Convenience
Setting up an automated welcome sequence will also save you valuable time.
You don’t want to have to manually send out an email welcoming people to your mailing list. By having an automation set up – which could be as short or as long as you’d like – your email marketing platform will do all the hard work for you, freeing up your time to spend on other endeavours.
If you’d like to discuss how email marketing can benefit your business, get in touch with our team here at Engage Web today.
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