Consider all the ways someone could get into your email database. Maybe they visit your website and subscribe to your newsletter. Maybe they write their email in exchange for a helpful letter. Or maybe you add them after you encounter them in a function.
In any case, it's a good idea to send them a short welcome email sequence before launching them into your general newsletter audience. It provides an opportunity to welcome them, make an impression and showcase your differentiators.
We find that a simplified, three-step welcome sequence provides enough value without being over the top and driving them to unsubscribe. Consider the following approach:
Email 1: Warm Welcome (Sent Immediately)
Briefly introduce your firm, your mission, and what they can expect in your newsletter. Include a short video that showcases your team and what sets you apart. Finish with a subtle call to action to explore your website or check out your social channels.
Email 2: Building Credibility, Adding Value (Sent 3 days later)
Provide a resource on a topic related to a common challenge your prospects face. Whether it's a white paper, article, or video, it lets them know firsthand that you're knowledgeable and that you work with people like them.
Email 3: Invitation to connect (Sent 7 days later)
Share a high-level overview of your process, giving them a glimpse of what it's like to work with you. Invite them to schedule a consultation to discuss their situation in more depth. Your CTA can be a direct link to the schedule, making it easy for them to take the next step.
To set up a welcome sequence like this, use an email marketing platform like Mailchimp or Constant Contact, which allow you to automate each email based on a time of your choosing. For example, you can set Email 1 to be sent immediately after a contact is added to your list. Schedule Email 2 to go out three days later and Email 3 to be sent seven days later.
If you want to take it to the next level, set up multiple sequences based on how someone accesses your list. For example, if a new contact has downloaded a white paper on estate planning, your sequence can focus on related content that highlights your expertise in that area. Most email platforms allow segmentation, making it easy to tailor your sequences to different audiences.
Use a series like this to make a great first impression and build credibility from day one. Focus on value. Every email should provide genuine insight, moving away from a hard sell. By offering quality advice from the start, you're already setting yourself apart.
Stephen Boswell is a partner with the Oechsli Institute, a firm that specializes in research and training for the financial services industry. @StephenBoswell www.oechsli.com