Consider all the ways someone might arrive in your email database. Maybe they visit your website and subscribe to your newsletter. Maybe they enter their email in exchange for a helpful whitepaper. Or perhaps you add them after meeting them at a function.
In any case, it would be nice to send them a short email welcome sequence before dropping them to your general newsletter audience. It provides an opportunity to welcome them, make an impression, and showcase your differentiators.
We find that a streamlined, three-step welcome sequence delivers enough value without being over-the-top and inclining them to unsubscribe. Consider the following approach:
Email 1: Warm Welcome (Sent Immediately)
Briefly introduce your firm, your mission and what they can expect in your newsletter. Include a brief video that showcases your team and what sets you apart. End with a subtle call-to-action to explore your website or check out your social channels.
Email 2: Building Credibility, Adding Value (Sent 3 Days Later)
Provide a resource on a topic relevant to a common challenge your prospects face. Whether it’s a whitepaper, article or video, it helps them see firsthand that you’re knowledgeable and that you work with people just like them.
Email 3: Invitation to Connect (Sent 7 Days Later)
Share a high-level overview of your process, giving them a glimpse of what it’s like to work with you. Invite them to schedule a consultation to discuss their situation in more depth. Your CTA can be a direct link to schedule, making it easy for them to take the next step.
To set up a welcome sequence like this, use an email marketing platform like Mailchimp or Constant Contact, which allow you to automate each email based on the timing of your choice. For example, you can set Email 1 to be sent immediately after a contact is added to your list. Schedule Email 2 to go out three days later and Email 3 to be sent after seven days.
If you want to take it to the next level, set up multiple sequences based on how someone enters your list. For instance, if a new contact downloaded a whitepaper on estate planning, your sequence can focus on related content that highlights your expertise in that area. Most email platforms allow segmentation, making it easy to tailor your sequences for different audiences.
Use a series like this to make a great first impression and establish credibility from day one. Focus on value. Each email should provide genuine insights, steering clear of a hard sell. By offering quality advice right from the start, you’re already setting yourself apart.
Stephen Boswell is a partner with The Oechsli Institute, a firm that specializes in research and training for the financial services industry. @StephenBoswell www.oechsli.com
