How to Ace The Welcome Email Series: Intro to Automation with Mailerlite
We’re over the hump now! Welcome to Part 3 of my Email Marketing with Mailerlite Series. If you missed them, you can still catch the first two parts. Today I want to show you how you’re going to nurture new subscribers with a welcome email series. And how you’re going to do that without extra work.
An important part of email marketing is forming a relationship with your subscribers. But you may be wondering how you can do that without speaking to each one personally.
That’s not the case at all.
Onboarding and forming trust with your new email subscribers is actually a lot easier than it sounds. Much of this can be done by simply automating the process.
Once I set up a welcome email series that worked, I started getting more engagement from my email subscribers than I ever had! I don’t know about you, but each time I get an email from one of my subscribers I get so excited. I love hearing that I’ve helped someone or that they enjoy seeing my emails in their inbox.
It’s a refreshing feeling. And it lets me know that I’m doing something right. Such a huge motivator!
Why You Need A Welcome Email Series
There are so many reasons you need a welcome email series. One of them being the fact that you need a way to build trust and credibility with your new subscribers. Your welcome emails are the number one way to do this.
Some other reasons that you should have a welcome email series are:
Having an automated series saves you a ton of time
Ever wonder how you’re going to accomplish the million +1 things you have to do with your blog today? Yeah, me too. But welcoming new subscribers is not on my to-do list. All thanks to Mailerlite’s automation feature.
Getting in their inbox during those first critical days will make them more familiar with your name.
You only have a couple of days from the time they sign up to make a great first impression. Make it count and welcome them with tons of info. Not only about you, but what you can offer them and what they can expect from you.
If they recognize your name & the value you bring, your open rates will be higher later on.
All we really want, as bloggers, is to know that what we put down is being picked up. I love seeing that people have opened my emails. But if your list is full of people who don’t hear from you for days or weeks after they sign up, they probably won’t open. It sucks, but it’s true.
If these reasons alone didn’t get your ready to write a welcome email series, I don’t think anything will.
If you’re ready to get started, keep reading below and I’ll walk you through creating your automated welcome email series.
Let’s Get Started
In order to set up your welcome series automation, you’re going to want to make sure that you have all of the steps from Part 1 and Part 2 of this series completed. If not, go back and finish really quick.
But don’t forget to come back!!
Oh, hey. You’re back. Alright, let’s get this rolling.
Sign into your Mailerlite account and you’re going to want to click on the Automation tab at the top of your screen.
Once you’re in here you’re going to select Create New Workflow. This is going to open a screen that looks totally different (and probably confusing).
This page is where you’ll be creating your whole welcome email series.
To the right of the screen, you’ll see Workflow Name and Trigger.
Trigger is important. This is how the automation is going to know to send to every new subscriber. It’s also why it’s important to have completed Part 1 and Part 2 of the series already.
You can name your Workflow whatever you’d like. It doesn’t have to be anything special because only you are going to see this.
When selecting the trigger for this specific workflow, you’re going to want to select When a subscriber joins a group. The “group” will be your subscriber list.
You may end up with more than one list at some point, and that’s okay. But for now, you should only have one list created.
Select that list from the second drop-down menu.
For the Settings checkbox, you should leave it unchecked. This way if you end up with more than one opt-in and a subscriber continues to sign up for all of your opt-ins, they don’t receive your Welcome Email Series more than one time.
Then click save.
What to Put In Your Automation Workflow
Once you’ve hit save, the screen changes and all you’ll see is a little plus sign. This is how you’re going to add emails and more. It is also how you’re going to add spacing between your welcome emails.
Go ahead and click on that plus sign. For the first automation, you’ll select Email. This is the email that should be sent automatically when someone hits subscribe (or whatever your sweet button says on your form).
We aren’t going to name or create the emails just yet. I want you to have a decent workflow set up. And then we can get creative. ; )
Now you’re going to set a delay. This just tells Mailerlite to wait so many hours, days, etc before sending the next task out.
I suggest sending out the second email after a 12-hour delay. This way you’re showing up in their inbox twice on the first day. So once you set the delay for 12 hours (which is done on the right side of the screen) click save. And then you’ll select the plus sign under the delay to add the second email.
Again, we aren’t worried about creating the emails just yet. So just go back and select the next plus sign to add another delay. This time, we’re going to set the delay for 1 day.
Welcome email series generally range from 2-5 emails. You want to be in your subscriber’s inbox at least a few times those first couple days so that your name becomes recognizable.
Let’s recap. Right now, your workflow should show:
-Your initial email
– 12-hour delay
– 1-day delay
Now that you kind of have the hang of this, I want you to add in your third email, another 1-day delay, and then a fourth email.
This puts you in their inbox for the first 72 hours of the “relationship.” it’s called this because you hope at some point for there to be a back and forth kind of exchange.
Again, as I mentioned before, if you plan to sell any products or services in the future, your list is probably going to be your biggest paycheck from all sources.
Now give yourself a pat on the back, the tech work is done for your welcome email series. Not very techy was it?
Important Workflow Mentionables
There are a couple of things I do want to mention to you. When you’re setting up your welcome emails, or any email for that matter, you want to be sure that you have an address listed at the very bottom.
This is the law. It is against FTC standards to send emails out (as a business) without including your address.
I’m sure at least some of you do not have a P.O. Box and most of you do not feel comfortable using your home address. Totally understandable, and we’ll take care of that right now.
Take a short break from working on your emails and I want you to head to Viabox. Through them, you will b able to get a free Us email address that you can use as your business address for email purposes.
Since it is highly unlikely that anyone is going to mail you anything to this address, you won’t have to worry about purchasing a shipping plan with them. They won’t ask for any payment information whatsoever either.
So head over and get your free email address and come right back.
Writing Your Welcome Email Series
There are many ways you can handle a welcome email series. Here’s a quick breakdown of what I recommend you send in each of the four emails. Remember, your subscribers are probably more interested in what you can do for them than they are in you personally. Don’t worry, they’ll love you eventually though.
Every email should have a catchy subject line. Think of things that pop into your inbox that just scream “Open Me!!” Use those for inspiration. Do this for all emails you send in the future, aside from you very first welcome email.
Your first welcome email is quite alright with something like “Welcome to the squad” or “Thanks for Joining Me.” Just make sure you pack that email!
Welcome Email 1
This email is going to be the email that you send any opt-in you may have been offering. Unless you have redirected them to it from the sign-up form.
Always introduce yourself, and I like to have my logo at the top of all of my emails so that it becomes easily noticed by my subscribers.
This is also a good place for you to send them to another post of yours, offer them another freebie that you have or link them to a freebies page.
Create a quick logo sized signature with Canva that you can pop into the end of all of your emails. I feel it gives it a more personal vibe.
Welcome Email 2
Your second email, which you have set up to send on the same day that they subscribe, is a great place to introduce more of your website.
I like to tell my subscribers a little more about what they can find if they visit my site. Tell them when they can expect new posts from you. (This is when it is great to have a content plan in place, that way you can become predictable to your readers.)
Throw in one more link to one of your blog posts to get them back on your website.
Welcome Email 3
Now it’s time to talk about you. Tell them a little about yourself, what your blog means to you, etc. Don’t be afraid to send them to your About Page, or if you’re a service-based website your Services page. This is where you want them to get to know more about you.
Welcome Email 4
For your final welcome email, make it short and sweet. Thank them again for signing up for your email list and let them know how often they can expect to be hearing from you. Is it once a week? Is it a specific day of the week? Whatever you choose. Just be sure to stick to it once you let them know. This will give you more credibility.
I seriously hope you enjoyed my walkthrough on Mailerlite Automation and your welcome email series. If I missed anything at all let me know in the comments. Or just drop a hey, you’re awesome in there. That’d be cool too.
Head over to Part 4: Sending Subscriber Newsletters now to keep up the momentum.
Get signed up to hear about all my bloggy things on my own email list. Just fill in this little box down here and we’ll be in touch!