If you don't wake up your email leads right away, here's what happens:
1 - Somebody cool joins your list.
2 - Said cool person gets a generic welcome email and maybe a blog article that reads just like all the others in your industry.
3 - Unimpressed by their first few interactions as a subscriber, cool person tunes out. But they don’t unsubscribe. No. That would be letting you off easy. Instead they just let your emails go unread and sink deep in their inbox.
4 - Your email reputation takes a dive. Now most of the cool people you've gotten on your list don't even get a chance to hear what you have to say.
5 - No profit xxx
Here's what should be happening:
1 - Somebody cool joins your list.
2 - Said cool person is met with an email that catches them off guard, creating a level of engagement that they're not used to. The reader is pushed to action right away.
3 - The next couple emails establish your authority. Interest peaked, our humbled yet still cool person TELLS YOU how they want to be marketed to. They wanna hear what you have to say.
4 - You share your story and what makes you so awesome. You relate to and help each segment of your audience with valuable content.
5 - Profit $$$
So what's the difference maker?
Action and commitment.
Small commitments lead to bigger ones. Doing nothing leads to more nothing.
If you want to establish yourself as a guru and gain your user's trust, you need to condition your subscriber to take action. You need to wake them up.
While a landing page gives your subscribers an idea of what to expect, it's up to you to set the tone with your welcome email.
And yes, we know that welcome emails are important, but not all welcomes are created equal.
In fact, when it comes to setting the tone with a proper welcome...
...most brands send out the equivalent of a limp handshake.
(Zoom is crazy successful so don't feel bad)
This is one you're probably used to. It's the tech 2005-2017 welcome, and it's predictable and boring.
Tell them what they've got and why they should feel so blessed to have joined...oh and let's call ourselves a family!
How about another one? Maybe a more "personal" example that you get from marketers and industry gurus.
Something like this:
Nitty gritty strategies? And are lines 2-3 the creepiest bit of email ever written?
Plain copy can be awesome, but nothing about this feels genuine. There's a fine line between friendly and awkward.
And there's no shortage of this type of stuff.
A good 90% of all businesses have welcome emails JUST like these.
(If I see another "welcome to the family" oh my god.)
Their heart is in the right place, but here are some reasons why these (and most) welcome emails are just bleh:
Impersonal. (Seeing my first name does not blow me away)
No effort to understand subscriber needs. ("Lucky you - you'll get whatever the hell we feel like sending you!")
Never established as an authority.
There's no urgency.
There's no promise that the sender will inspire, motivate, teach, or support. In the subscriber's mind, you really have no business being in contact besides forking over the lead magnet/discount/whatever was promised. You have their email address, but not their interest.
In a nutshell, the problems with these and almost every other welcome email is this:
There's no wake up call.
Email is a key driver to any business, but it's constantly being taken for granted.
Here's a simple truth:
As soon as people opt-in and get what they came for (lead magnet, video, discount), they tune out.
For them, the transaction is pretty much finished.
And unless you're one of those special people who get to "inbox zero," tuning out ends up looking something like this:
Unread emails everywhere. And notice which tab they're under.
Now let's think about the other side of this.
Think about the emails that you do actually open.
The newsletters from internet people whose name you can actually remember. Whose advice you you actually care about. Who you relate to.
I bet you've got no more than 5 people whose emails you look forward to.
But what's really important is what these senders all have in common:
THEY MADE SURE YOU WERE PAYING ATTENTION RIGHT AWAY.
Instead of just taking those first moments for granted, you liked that they grabbed you and made you listen.
They made it known that they weren't interested in wasting time or creating fruitless relationships.
And once they knew they got your attention, they started feeding you newsletter content to get that relationship PUMPING.
That's really all it is.
The ROI of email is monstrous.
Most internet faces peddle social media tactics because it's easy to understand. It's easy to understand, and people like the idea of curating pictures that represent their brand.
Social media (and SEO) shouldn't be ignored. They're nice to have and they serve their purpose.
Email has higher conversion rates than both social media and SEO combined.
Look it up if you want.
And you know why email converts so well? Because it lets you speak directly to your reader.
With email you can tell stories and ask meaningful questions that trigger memories and emotions.
Email has the ability to break down psychological barriers.
There's a reason expert copywriters get paid millions of dollars to craft effective emails. They know how to use certain triggers that help readers "get there."
And "there" means an engaged audience that sticks around for a long time.
Look, I know writing and email marketing can be an uncomfortable space to dive into.
Most people in your position end up hiring freelancers or using the generic templates provided by your email marketing provider.
Writing isn't something you want to make too complicated. You'd rather just get to business. Besides, it's the steady flow of content that's going to keep your list engaged, right?
Here's the reality:
If you have a half-assed welcome for new subscribers, you can expect half-assed (maybe even quarter-assed) engagement.
You'll become another one of those sorry senders whose unread emails get pushed down to the bottom of the promotions folder.
If you don't wake them up as soon as they join your list, it'll be nearly impossible to get them to pay attention later.
They WILL zone out.
You'll keep sending emails, but they won't get touched.
Then your email reputation drops and you start desperately looking for tactics that can save your engagement.
Tactics are bullshit.
A list of people that like you and want to hear what you have to say is real-life value...
...the type of value that can turn an average brand into a great one.
So how do you make your welcome email more engaging?
It starts with a promise.
You have to make a promise to your subscribers that you are the expert solution for their problems.
You're the one that's going to help them fulfill their dreams...but only if they also make a promise to you:
They have to promise that they will only listen to you as their guide — no one else.
You need to establish your authority and make it clear that you are not taking this relationship lightly. If they're serious about fixing their problem or and improving their situation, you are their source of information.
And you can't be subtle about it.
Give them a chance to pay attention, or politely get the hell off your list.
"Commit to me now, or please unsubscribe."
You're the expert uniquely positioned to help them. It would be harmful for them to get advice from anyone else.
And since you want to make sure your audience is getting value, it'd be helpful if they told you what they need help with.
So how do we make that happen?
We use psychological triggers to drive home our message, and we get them to take action that shows that they're in. Really in.
And what's cool is that we don't have to make any guesses. The Wake Up template does all the heavy lifting.
The Wake Up happens in two parts:
Commitment and self-segmentation.
Both push your subscriber to action, using the momentum from having just joined your list. And both parts work together to engage right from the jump.
You still with me? We're almost there.
Let's quickly go ever each of the 5 emails that make up this automated welcome series:
Email 1 - "Moving on."
The first email sets the tone. Right off the bat, we use pattern disruption to snap your new subscriber to attention. You're letting them know that this isn't another average newsletter, and that they can't afford to be anything less than engaged. You're the best at what you offer, and your subscriber will be misguided if he/she gets industry info from anyone else.
Call to action:
Commit or Unsubscribe.
If the reader clicks commit (a link that goes to a simple page on your website and tags them as committed in your email marketing system), they move straight to part 2 (email 3) to self-segment.
If they do not commit or unsubscribe by the next day, then they get email 2. (Don't worry - I'll show you exactly how to set up your automation)
Email 2 - "Why you're here."
Email 2 reiterates that neither of you want to waste each other's time. You are the solution, and you want to be sure that they joined your list to learn and find solutions, not just sit around. Social and/or data proof helps solidify your authority and pushes the subscriber to action.
Call to action:
Commit or Unsubscribe.
Committers go to email 3 to self-segment. Those who do nothing — well, that's up to you. My recommendation is to give them a chance with a few warning emails, and then manually unsubscribe them. Don't feel bad about getting rid of them. (I'll show you how to set those up too)
Email 3 - "Help me help you."
To encourage further commitment, you're going to focus on why they trust you. You're going to provide a lesson to show your value. And not just a quick tip — a real piece of expert info that they can use. After the lesson (the template makes it easy to show your expertise) you'll remind them that they've made a commitment to you, and by self-segmenting they can help you send only the most relevant information.
Call to Action:
Choose the segment that best describes their situation.
When your reader clicks one of the links to self-segment, they will go to a simple page that acknowledges their segmenting, and prepares them to start receiving your regular emails.
You should be able to distinguish at least 2 different segments within your audience. If your reader self-segments, they've finished the welcome sequence. They should be tagged and moved into your general newsletter list. If they do not self-segment after 2 days, they get email 4.
Email 4 - "If it were me..."
Email 4 brings back pattern disruption by introducing a commonly held belief that most people in your industry get wrong. Except you. You know the ugly truth. This samples more of the knowledge and value you have to encourage self-segmentation.
Call to Action:
Choose a segment.
We'll give your reader 2 days to self-segment before sending email 5. Almost 80% of subscribers have taken action by this point. Now we try to get the last subscribers who may have some barriers that need to get broken down.
Email 5 - "Baring my soul."
Email 5 gets personal. It strips you down as an expert and makes you vulnerable. Doing this makes your reader actually want to share their info as a reaction to you being so suddenly open (the reciprocity trigger).
Here's a bit of mine:
Call to Action:
Choose a segment.
If they have not self-segmented by this fifth email, you will tag them as unsegmented. You don't have to unsubscribe them yet. Give them other opportunities over the course of the next month or so. They've already committed, which is a good start. Your content should make them want to give you more info soon.
And that's the Wake Up template.
Up to 5 emails (a minimum of 2) as soon as your reader joins your list, forcing action not once, but twice.
Once to commit to you as their source of industry knowledge and know-how, and another to tell you how best to market to them.
And these emails aren't just short little excerpts. My 1st commitment email using the template is almost 800 words. That's longer than some blog posts.
It goes against a lot of what you've been told, but the long emails serve two main purposes: pattern disrupt, and authority building.
These email templates were written and formatted to provide value right away rather than promise future value like most welcome emails do. They take advantage of momentum and psychological triggers to tie the reader in.
Each email comes in a Google Doc with bracketed prompts showing you where to add your magic.
The "Wake Up" Welcome Series Template helps you establish authority while setting the tone for your email subscribers.
It makes you think critically about your brand and what makes it worth following.
In many cases, it helps an owner discover things about themselves and their brand that they wouldn't have been able to express before.
But I'm in the X industry. There's no way it would work.
This template was made to work for almost any industry.
Here's what athlete/coach Adam Frater had to say about using the template for his calisthenics fitness audience:
With The Wake Up, you'll get a proven welcome template for your email list that:
- Sets a tone and expectation that the reader is in this for real, not just to sit in your inbox with unread messages.
- Ensures commitment in a way that establishes your authority, shows your personality, and clearly expresses why you're worth listening to.
- Finds your customer's pain points so really having so you can adjust your content and keep them loving you.
- Uses psychological triggers to create an emotional connection and a chance to really change their life.
All for just one easy credit card payment of $97. Compare that to $1197, which is the minimum I charge for a custom email project.
Tyler's template is damn effective.
Former Partner @ 500 Startups
CEO @ Stronghold.co
This email template is carefully constructed to work for any industry. It tells you exactly what information to fill in from your company, and even how to make it approach it.
You'll have a custom welcome email series that get a commitment from your audience, get them excited to hear what you have to say.
You won't have to:
- Hire a freelancer that knows nothing about your business.
- Use a generic welcome template that doesn't highlight you or your unique offer.
- Feel pressured to come up with a perspective for your messaging. This let's you just worry about why your business is awesome.
- Give your warm leads a chance to let your emails rot in your inbox.
- Have a big fat messy unsegmented list that you just throw all sorts of things at and hope somebody responds.
And for the first time, you can be confident that all of those leads you put so much effort into finding are engaged and fully alert, ready for your advice.
Tyler's emails jump-started our engagement.
Founder/CEO @ Sellution 360
Plus, you get me.
Even though this is a template with prompts for each spot that you have to fill in, it can still be a little nerve-wracking to write your own emails.
I've got your back.
Not only will I include my personal email sequence to use a reference, I'll include a 15 minute video review of your final email series.
Just send it to me when you're finished, and I'll get you back with some feedback.
This welcome series template is an affordable way to maximize your email conversions.
I come across a lot of business owners that don't see the value in working on their email marketing.
They didn't see results, and they don't see any way to make it better.
It's not consistency, or a lack of content...it's the lack of commitment from the reader.
If you want to actually engage and profit ($$$) from your readers, you need to wake them up as soon as they get to your list.
The ball is now officially in your court.
Just 1 easy payment of $97 so you can get:
- A 5-email welcome series template in Google Docs
- My personal welcome series for reference/inspiration
- Detailed instructions on how to set up your welcome automation
- Recorded feedback once you finish your emails
Tyler J Koenig
Copywriter & Strategist
P.S. If you're still on the fence, know this: just one more engaged subscriber over the course of a year will have already paid for this. I'm confident this email template will work for you.