How to Optimize Your Welcome Sequence to Boost Brand Loyalty

Your welcome sequence is the foundation of your relationship with your readers. You want to roll out the red carpet, throw confetti, and release the doves to give them the welcome they deserve.

There’s one detail I always include when I write a welcome sequence for clients. It’s tiny, but it’s important.

Think of it as a housewarming gift for new subscribers… but it serves an even greater purpose to position your brand clearly in their mind.

It starts by asking this:

“What is one resource you want all new subscribers to get?”

Think of ONE resource that would accomplish the goal of setting up your brand, your purpose, in your new subscriber’s mind super clearly. I bet you can find an existing resource that—

Aligns with the niche-specific content you’ll be sending your new subscribers — because now that they’re on your list, they won’t be surprised to get more content just like it.

Gives generously what others have already loved because you can bet your new subscribers will want it too. (I’ve got examples for this below.)

Provides a head-start to your unique perspective even within your niche. Even if you nail this in the body copy of the email, linking to a related resource gives more opportunity to uniquely position yourself in your new reader’s understanding.

The resource you include in your welcome sequence will help you “put your stake in the ground,” so to speak — because if people love it, they’ll stick around!

However, if a new subscriber isn’t really interested in what you’re up to, they’ll peace out and unsubscribe sooner than later (meaning fewer cold subscribers to pay for in your email platform!).

Keep your list happy, but also keep it cleaned up. << I might just adopt this as a Duett motto…

Important resources to share in your welcome sequence emails

Your must-share “resource” could be just about anything. I put that in quotation marks because we tend to associate “resource” with “PDF,” but it doesn’t have to be.

Think of these options to get your wheels turning:

1 | Share a video or podcast episode

Include a video or podcast episode where you’re clear on your process or the outcome of the work that you do. Some people prefer to listen, instead of read, so linking to a podcast episode or video will give them a chance to hear and learn from you in another way!

Want to add a little extra pizzazz to your emails when linking to videos? Check out How to Add Personality to your Email Marketing with Custom Gifs

2 | Re-share a lead magnet

This a) ensures everyone on your list gets it, and b) reminds subscribers who opted in for it to click through and review it, if they haven’t.

Plus, a little psychology boost — re-sharing something they may already have assures new email subscribers that they are totally up to speed on all the best things you offer (thereby giving them all the warm fuzzies!). We all like to feel like we’ve accomplished something, right? This simple way of re-sharing a popular opt-in makes it super easy to do that for your new readers.

If you’re a tech nerd like me, you may want to check out this blog post about sharing resources first: 2 Tech Hacks for How to Organize and Share Your Free Resources.

Pro tip: If someone is already on your list, I vote for linking directly to the file — not asking them to opt-in again. My two cents.

3 | Link to a blog post

Tap into your existing content without creating something new (if you’re into saving time and energy like I am) by linking to a blog post. You can really pick any post, but to support the goals we listed above try one of these options:

• Check your Google Analytics to see what’s been most popular on your site, and — if it aligns with the goals we talked about — feature that post in a welcome sequence email.

• Link to a blog post that clearly supports your brand position, like a “soapbox” post that shares why you do what you do — and why your readers should care about that, too.

• Go all-out and link to a mega, pillar post with backlinks to additional resources all over your site. They’ll think it’s Christmas morning.

Wait, only share one?

I vote for keeping your attention focused on ONE resource you can share with all new subscribers. You’ve got your whole nurture sequence to send them other places!

You don’t have to make a big fuss about your resource — or use a whole email in your welcome sequence to “present” it to your new readers — but certainly include it and share why it’s important for your subscribers to click through to read/listen/watch.

Leave a comment and let me know: What is one resource you want all new subscribers to get?