I wrote this email a while ago…
But since this is THE MOST COMMON mistake when it comes to welcome flow, I want to share it again today…
Enjoy!
***
The Goal of a Welcome Sequence is NOT to Make a Sale
Recently, I’ve been auditing numerous email accounts.
One costly mistake I noticed is that –
Most brands are doing their Welcome Sequence completely wrong.
Their welcome sequence is only a means to deliver their “lead magnet” – a discount code, a store credit, or a giveaway.
Yes, subscribers join your list for the free stuff. But if you only use your welcome flow to deliver the lead magnet…
You’re wasting a lot of valuable email real estate.
(and making yourself super needy)
Look –
The goal of a Welcome Sequence is NOT to make sales.
(even though it always has the highest conversion rate)
The goal of a Welcome Sequence is to create Better Customers.
Because…
~ LTV > Short Term Conversion
~ Relationship > AOV
~ 80% of the people who eventually buy from you will only buy after being on your list for 90+ days
And that’s why your welcome flow should:
- Create a positive association
- Help your prospect know more about you (& your brand)
- Spotlight the problem in the industry
- Create a negative association with your competitors
- Demonstrate your beliefs
- Repel unfit subscribers
- Validate your price
- Provide proof
- Provide urgency
- Establish a voice
- Focus on creating long-term customers
In my experience, doing it right will take 7-9 emails.
**Lesson for business owner**
(sounds complicated?)
(it can be)
(if you don’t know what you’re doing)
(why am I writing these in brackets?)
(anyhoo…)
(it’s a good idea to seek expertise)
(because it’s your job to work on the business, not in the business)
(To be continued…)
(- WYH)