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How do you balance value and promotion in your welcome email series?

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A welcome email series is a set of automated emails that you send to your new subscribers after they join your list. It's a great opportunity to build trust, deliver value, and encourage action. But how do you balance value and promotion in your welcome email series? How do you avoid being too pushy or too passive? Here are some tips to help you create a welcome email series that converts.

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1 Define your goals

Before you start writing your welcome email series, you need to define your goals. What do you want your subscribers to do after receiving your emails? Do you want them to buy your product, join your community, read your blog, or something else? Your goals will determine the length, frequency, and content of your welcome email series. For example, if your goal is to sell your product, you might want to send a shorter and more urgent series than if your goal is to educate your subscribers.

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Sonia Dumas ??????

?? Elite Speakers... Get Paid Beyond The Stage | Income Strategist | Video ThinkLetter Creator | NSA 2024 AI Keynote Speaker | Podcast Hosts DM Me
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One sales copy tip is to focus on the benefits that subscribers will receive from taking the desired action. For example, if your goal is to sell a product, highlight how it will improve their life or solve a problem they are experiencing. Use persuasive language that creates a sense of urgency and emphasizes the exclusivity or scarcity of the offer. Now, if your goal is to educate subscribers, highlight the value they will receive from the educational content, such as new insights or practical tips. Use language that is informative, friendly, and engaging, to build trust and establish your authority. By emphasizing the benefits of taking action, you can increase the likelihood of subscribers following through with the desired action.

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2 Segment your audience

Not all subscribers are the same. They have different interests, needs, and preferences. That's why you should segment your audience and tailor your welcome email series accordingly. Segmentation allows you to send more relevant and personalized messages that resonate with your subscribers. For example, you can segment your audience based on how they signed up, what they downloaded, what they clicked, or what they bought. Then, you can create different welcome email series for each segment that address their specific pain points, goals, and objections.

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Chlo? Thomas

Follow for eCommerce, Marketing, and Sustainability stuff + LinkedIn Top Retail Voice 2023
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Don't segment from day 1... Start by ironing out the creases in your base welcome sequence. Then start segmenting EITHER by: - traffic source (eg you're running Facebook Ads for a "first look Black Friday" list - they deserve a different welcome sequence AND you can then track the impact of the ads better too) - quiz results (eg you ask either as part of the sign up, or in an email you send, a question with 2 answers. like "Do you have a cat or a dog?" then segment the welcome series based on that. that's going to bring you the best results for your effort

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3 Provide value first

One of the most important principles of a welcome email series is to provide value first. Value is what makes your subscribers open, read, and engage with your emails. Value can be anything that helps your subscribers solve a problem, learn something new, or achieve a desired outcome. For example, you can provide value by sharing useful tips, resources, tools, case studies, or stories. The more value you provide, the more trust and authority you build with your subscribers.

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Sonia Dumas ??????

?? Elite Speakers... Get Paid Beyond The Stage | Income Strategist | Video ThinkLetter Creator | NSA 2024 AI Keynote Speaker | Podcast Hosts DM Me
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Create a sense of excitement and anticipation for what's to come. Provide a sneak peek of upcoming content, teasers for exclusive offers, and valuable insights that they can only find through your emails. By building buzz and anticipation, you can keep your subscribers engaged and curious about what's next. Use positive language that conveys enthusiasm and energy, and avoids sounding salesy or spammy. This will help you establish a genuine connection with your subscribers and encourage them to take action. By providing value and building trust, you can increase the effectiveness of your welcome email series and drive more conversions.

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4 Include a clear call to action

While providing value is essential, you also need to include a clear call to action in your welcome email series. A call to action is what you want your subscribers to do next after reading your email. It can be a link, a button, a reply, or a question. A call to action should be specific, relevant, and compelling. For example, you can include a call to action that invites your subscribers to buy your product, sign up for a free trial, join a webinar, or share their feedback. A call to action should also create a sense of urgency and scarcity to motivate your subscribers to act fast.

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5 Test and optimize

Finally, you need to test and optimize your welcome email series to make sure it's achieving your goals. Testing and optimizing involves measuring the performance of your welcome email series and making changes based on the data. For example, you can test and optimize your subject lines, headlines, images, copy, layout, or timing. You can use tools like A/B testing, analytics, or surveys to collect and analyze the data. Testing and optimizing will help you improve your open rates, click-through rates, conversion rates, and retention rates.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you balance value and promotion in your welcome email series?

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3

4

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1 Define your goals

2 Segment your audience

3 Provide value first

4 Include a clear call to action

5 Test and optimize

6 Here’s what else to consider

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