31 day email onboarding sequence
No matter what you read, I can tell you bluntly that email lists work. They help you convert leads (“Anyone with a heartbeat”) into prospects. Used correctly, they can also help you convert prospects into new customers.
However, the foundation of an email list is the automated onboarding sequence. You must have this set up before publishing your registration form. I’ve developed an outline for an onboarding sequence of 7 emails, sent for 31 days after a person signs up, that will help you develop a relationship with the list member.
Building a relationship
It’s old nonsense, but “People do business with those they know, like and trust.” The goal of an email list is to build a relationship between each member of the list and the company. But how do you get there?
Give without receiving
Many, many email lists are based on the “lead magnet” concept. In other words, your company exchanges something of value, such as information, a checklist, or anything else the recipient might find useful, in exchange for adding that person to your email list. And that’s where a lot of businesses stop, which is one of the reasons people stop reading your emails and fail to develop the relationship.
The best way to build trust and rapport is to keep giving. You’re not losing anything, so why not continue to provide value? Make sure at least two emails in your onboarding sequence provide the recipient with useful and actionable information. Even if they don’t need that information, they will most likely recognize the value you’re giving them.
ask them for their opinion
When we meet someone for the first time, our brains love it when they ask about us. That we like? How do we feel about a topic? What is our opinion about a situation? One of your onboarding emails should ask for their opinion on a topic related to why they might have joined your list. You can start your question with –
- What is your opinion of…
- What is your favorite…
- What do you think about…
The best start: “We need your help.”
show you’re listening
Communications experts call this “active listening.” It should reflect that you have listened to the thoughts and opinions of the list and that you appreciate their feedback. You don’t have to agree with or even acknowledge each individual response. You can show the results of the survey from the aggregate responses or reflect that, “Most of the people we’ve asked think…” The important thing here is to ask for their opinion and show that you are listening.
7 emails
You don’t want to beat new members with emails every day. So you are that person they just met who won’t leave them alone!
By the same token, you don’t want to leave them wondering if they’re really on your list or what to do next.
Here are the seven email topics I suggest for building that initial relationship with new members, along with the timeline for sending them out.
Note: The schedule starts on the day they check in, day 01. It doesn’t matter what month and day they are on the calendar when they check in, this schedule takes care of that. If you have someone who joins your list on May 3, that’s day 01 for them. Someone who joins on October 14th has their Day 01 on that day.
1) Thank you/Unsubscribe at any time – Day 01
As soon as the person confirms that they have subscribed (you should always use a double opt-in process), they should receive an email thanking them for signing up and pointing to the unsubscribe link at the bottom of the email. You don’t want them to feel trapped. Also, if at any point they decide that receiving your emails is not for them, you should make it easy for them to get out. Too many autoresponder lists are filled with people who don’t open the emails sent to them.
2) About Us/Services and Products – Day 02
The next day, send them an email explaining what your company does. Short and simple is always the best!
3) Mission Statement/Philosophy – Day 09
Your next email gives them a bit of information. It could be, “I started this business because…” or “Here at ZYXCo, we believe that…” The important message here is, “That’s why we do what we do.”
4) Useful Information/Article – Day 13
As I said near the beginning, too many companies fail to give of themselves. This is another chance to give your new list member something they can use. Maybe it’s a checklist, or a chart they might have on their desk, or an article (one of their blog posts) that provides helpful information and solves a little problem (I like to say scratching an itch) they might to have .
5) What is your opinion? – Day 19
Don’t you hate it when you meet someone and any conversation is about them? We call them boors, and not just because they tend to be boring!
So don’t be that person. Create a blog post that is a poll or ask a question. Ask the people who ask that question in this email and direct them to the post where you encourage them to leave their opinion or their thoughts on the topic.
This accomplishes several things. First, you are asking for their opinion, and that will make them feel important! Plus, when they go to the post, they’ll see that other people are engaging with you, so they know they’re not alone on this email-centric journey. Warm and fuzzy feelings will abound.
6) Useful Information/Article – Day 25
This is your second chance to help the people on your list. One of my dear friends has this in mind with a plaque on his desk: “Be a blessing in people’s lives.” Stretch that support muscle!
7) Direct Selling Pitch – Day 31
I’m on a couple of lists where every email I get is a sales request. “BUY THIS NOW!” I mean, that’s very tiring. I get it: “Buy my stuff or get off my list.”
But you’re in business, and that’s what companies do: they sell products and services. Everyone who signed up for his list knew it. A very good way to see sales is to help each customer solve a problem that he has. You are giving a solution. It is true that not all solutions are adapted to all problems, but it is worth offering them. And your last email in the onboarding sequence is a great time to do it.
And that’s a good onboarding process that will help you develop a relationship with each person on your email list.
