Last week, a lawyer complained about a case he’s working on.
“The other side is weird. They hired a lawyer, but…”
He paused with a puzzled look.
“She wouldn’t tell me who the lawyer is. She would rather contact me directly… discuss the situation… than give me her lawyer’s contact. I’ve never seen anything like this in my career of 1,800+ cases.”
Two days later –
He finally got a name.
I took one look at the name and thought…
“That’s weird. This name sounds so familiar.”
*a few moments later*
(plus a short chat with another friend)
“Ah-ha! I knew it. The other side’s lawyer is my high-school classmate.”
Okay. I promise this story has a marketing lesson built in. I’ll share it with you in two minutes, but first—let’s dive into today’s 100WSC.
(ft. Rado, Backyard Butcher, and Venezianico)
RECAP OF THE CHALLENGE [100WSC]
Before we dive in, here’s a quick recap for newcomers:
A while ago, my mentor told me that if you want to become the best in the world, all you have to do is do the thing EVERY SINGLE DAY.
Fine.
Here’s my journey to becoming the World’s #1 Welcome Sequence Guy For Ecommerce with the 100 Welcome Sequences Challenge [100WSC]
(you can read more on my site)
Full disclaimer
These are welcome sequence samples I wrote for a particular brand without first talking with anyone on the team. I’ll be reaching out to the owners to encourage a real test, but I won’t have real data for every flow
With that being said…
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Welcome Sequence Tip
Let me ask you a question:
What did you have for dinner three days ago?
If you’re like me, you have no idea. It’s hard enough to remember what I did this morning… let alone three days ago.
Like my old high school classmate. I was in the same class, spending 8+ hours together for a year. He even had a pretty unique name.
HOWEVER
I wasn’t even sure my memory was correct when I first saw his name.
So… this got me thinking:
Why would so many brands ASSUME they can send one email to capture the prospect’s full attention? It makes zero sense.
I see this all the time in the welcome sequences.
Pop Up Form > Optin > No reminder to check your inbox > One Welcome Email > Nothing for a month > Come back for a holiday promo?
(and people are wondering why they’re in spam)
Here’s a very simple (yet actionable) tip:
Send One More Email
If you plan to promote the product once, send two.
If you want to send one email in a flow, send two.
If you want to do one broadcast a week, do two.
Look. When working with any list, you are talking to various prospects—at the same time. People who resonate with emotional stories. People who need logical arguments. People who want proof. People who have concerns.
You cannot guarantee any angle/hook will resonate with everyone.
That’s why –
I’ve found the simplest way to structure a Welcome Sequence is to launch with one Origin Story email when people join your list…
THEN
Send four emails promoting ONE product.
It looks like this:
- Email #1 – Welcome Email (Origin Story)
- (recommend adding something to boost deliverability)
- Email #2 – Desired Outcome of a product
- Email #3 – Logical argument framing the problem
- Email #4 – Provide proof that anchors an aspiring identity
- Email #5 – Objection handling
In addition: The average open rate for e-commerces is around 20~30%. This means about one in four opens each email. When you send four emails promoting one product, you have a much higher chance everyone on your list will see the offer.
Now, let’s check out some examples:
Welcome Sequence SampleS
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Next Step
Want to maximize your earnings through story emails?