Watch me write my welcome sequence

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Fancy an over the shoulder look for how to write a welcome sequence?  Well, today’s your lucky day as I take you behind the scenes as you watch me write my welcome sequence (please note this is a past sequence, I’ve now updated it – subscribe to see the new one). 

Watch me write my welcome sequence

When the world went haywire with events that impacted everyone on the planet, my welcome sequence (the long two-week sequence geared to selling my services as an email copywriter) seemed out of touch.

I altered it slightly so it was more of a learning experience, but then it too felt off as even more events caused a big shift in world consciousness.  So I turned it off altogether.

Fancy that? An email copywriter who implores everyone to have a welcome sequence suddenly without one.

As things are a new normal and my service and offering have changed, I decided I needed to write a new sequence. So, I thought, why not show you what my process looks like?

Here’s an over the shoulder look at how I wrote my new welcome sequence. I’ve kept it as simple as possible, so hopefully you can get started on yours too.

How to write your own easy welcome sequence

STEP 1: PLAN

To plan your sequence you should ask yourself a few questions so you know how to get started.

What is the Purpose of the sequence?

You need to know what it is you want to achieve with your sequence. It’s like going on a journey, you need to know your destination to plan your route. In my sequence I want to be able to introduce me and my work as well as find out a little more about my reader.

How will I be memorable?

What do you want your brand or products to be known for? This comes down to what your message is, but also ties into the purpose of the sequence too. My message has always been about my passion for sustainability and natural living and how I help brands who share that passion, sell more of their good products.  However, while that is still a big part of my message, my services have changed and I’m more of an educator now, so I want to be known for email marketing, but also have a unique edge which I highlight with my choice of imagery using Lego.

What is the offer (if any)?

Your welcome sequence needs to offer your products.  You may have funnels set up that take your customer on a journey through your product range, but you still want to offer something in your sequence.

I have limited availability for my services now, so while my previous sequence was geared towards selling my copywriting services, I mainly want to prime my readers for my digital products. The only way to work with me currently is a 1 hour call so I want to make sure I drop that into my sequence at some point. 

Logistics?

When considering your welcome sequence and how long you want it to be, you need to think about whether your readers stay in your welcome sequence before receiving your broadcast emails. Also, how are you going to use your sequence to segment or tag your subscribers based on their actions and behaviours? These are all things to consider before putting fingers to keyboard.

STEP 2: FRAME IT

Now you want to frame your emails. Set out how many emails you are going to write and put a general description down for what the content will be.  This way you get a rough sketch of the journey your customer will take as they read each email.

I wanted to provide as much value as I can so that my readers get to know for being an email expert who knows what they’re talking about, but in the case of the big copy question that is “what’s in it for me?”... I want to make sure my reader can learn and take action from what I’m sharing.

That’s why I chose to offer a free gift in my second email (after also receiving the original opt-in) plus relevant content geared around emails and copywriting to help my readers understand the importance of focusing on email marketing. Again this primes them for my digital products later down the line.

STEP 3: WRITE

It’s only now that the writing starts! Once you have your content planned, it’s much easier to write your emails.

Try to infuse some personality into your writing to showcase you or your brand. This is a vital part of creating a connection with your readers so that they get to know you, and enjoy how you talk about the thing they’re interested in (hint: your products).

Sharing valuable content is all part of the sales process. However, if you business is mainly focused on selling products, you’ll want to include your mission behind why you create your products as well as some of the back story to endear your readers to your brand so that they eager to buy from you.

STEP 4: IMPLEMENT

This part I don’t show you in the video, but the next step is to implement your welcome sequence into your email service provider (ESP) with the appropriate tagging, segmenting and automations set up.

If you want to know more about segmenting your subscribers, please take a look at this post: How to Segment Your Email List

Let me know how you get on with writing your email sequence. Send me a message via the contact page here, if you have any questions.