Most companies overlook the importance of their welcome sequence.
They make a number of mistakes, 3 of which I see all the time.
These mistakes are not only reducing brands' short-term revenue, but they're also limiting how many customers return after their first purchase.
This leads to fewer sales in the future and significant revenue fluctuations.
Whichs means if you can avoid them, you can generate great results for your brand or clients.
Here's how you can avoid these 3 problems and optimize your welcome sequence.
1) Make The Sequence Longer
90% of brands I look at do the bare minimum with their welcome sequence.
Their sequence usually has around 3 emails:
The first promotes the sign-up offer.
The second is "About the brand."
The third is an offer reminder.
After that, they never email their audience again, except when they send campaigns.
This mistake is leaving a lot of money on the table.
The aim of a welcome sequence should be to build an audience.
And to build an audience you need consistent content.
This means the welcome sequence needs to be longer.
So how long should it be?
In my experience, 9 to 12 emails is a good base.
These emails should look something like this:
Initial sign-up offer/ thank you
Message from the CEO
Offer reminder
What makes the brand different
Offer reminder/ expiry (You want to have the first sale by now)
Interesting customer story
Alternative offer (Only if they haven't bought)
Objection tackling email
Alternative offer (Only if they haven't bought)
More social proof
By consistently emailing new sign-ups you can dramatically increase sales.
In fact, by adding just 6 emails to a welcome sequence for a recent client, I was able to increase flow revenue by 48%.
2) Avoid Boring Your Audience
The second problem I commonly see is that welcome sequence emails are boring.
You can tell little effort has been put into them.
They focus mainly on design, and sometimes include a small thank you...
Which is unlikely to get anyone invested.
So how can you make your emails more interesting?
By telling stories.
Tell customer stories.
Tell the founder's story.
Tell stories about the products.
Tell stories about the ingredients.
Tell stories about the supply chain.
Humans are naturally programmed to enjoy stories from childhood.
So the more excitement you can create with them, the more you'll get your audience to invest in the brand.
For example, I recently helped my client tell a story about their manufacturing process over 3 emails.
Their process is unlike anything else in the supplement market, but they weren't actively promoting it.
After adding this story to their welcome sequence, the number of repeat buyers doubled in 3 months.
This is because customers are now invested in the brand, not just the products it sells.
3) Talk About Benefits Over Features
This third point has almost become a meme now, but so many brands continue to make this mistake.
They talk about the features of their products instead of how they can benefit the audience.
Nobody cares if your supplement contains the latest proprietary blend.
But if this blend helps customers put on muscle mass 2x faster than other brands?
Now they're interested.
In your welcome sequence you want to talk about how the brand benefits the customer.
Do you have products better than competitors? How does this help the customer?
Do you have a unique manufacturing process? How does this help the customer?
Do you have a unique eco-friendly policy? How does this help the customer?
Use these USPs and show HOW they benefit the end user.
If the customer knows how your product can benefit them, they're more likely to buy.
And just a little tip: have fun writing the welcome sequence.
Spend time finding interesting stories, unique facts, and new angles.
And then put them together like a puzzle.
If you enjoy writing these emails...
Your audience will enjoy reading them.
Which means...
They're more likely to buy.
Next time you're auditing a brand or writing a welcome sequence make sure you avoid these mistakes.
You'll make more money for your clients and yourself as a result.
Have a great week,
Copy "Write better welcome sequences" Maverick
