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Why you don’t need an email “welcome series” (and what to do instead)

I’m starting to do more video, and I’m starting to take more stands on things.

Here’s my two cents on why you don’t need an email welcome series, and what to do instead:

If you don’t want to watch the video, I get it. I can’t watch myself either.

But if you’re stuck on your autoresponder and think you need an email welcome series, I’m here to tell you: you don’t.

That’s both good and bad news, because instead of an email welcome series, you need a bunch of email sequences.

See, entrepreneurs think that they can say, “hi, join my newsletter” and then have a series of emails talking about what you do, why you got started, and why you’re the one that your subscribers should trust.

There’s just one problem with that: nobody cares about you or your journey.

They don’t care how you started, even if that’s an interesting story.

They’re not even signing up for your newsletter.

Instead, they’re exchanging their email address for something you’re promising. A download, a webinar, a quiz… something that they need. Something that appears to solve the problem they’re having.

You probably spent several hours creating a download that solves a problem for your audience.

My guess is, that download (or webinar, video, or quiz) has something to do with your product or service. Or if it doesn’t, it should. I mean, hopefully you didn’t create a free recipe tracker spreadsheet when you sell financial coaching because that kind of disconnect is too much.

So your job, now, is to write a series of eight to 12 emails that discuss the download and weave a story about where they can go from the download. Those emails will build you as an authority because you know what you’re talking about. They’ll discuss how the download only solves a piece of the problem, and introduce the solution (which is your product or service). They’ll discuss the transformation that occurs once someone buys into what you’re selling. They’ll give your subscriber the opportunity to become a customer.

That’s why you don’t need a welcome series.

And here’s the thing: it should be a relief to give up on the welcome series, but it’s also quite a bit of work to write eight to 12 emails for every new freebie you create.

I know for some people it’s way more fun to make something pretty that people can download. I get that. I like to make the internet pretty all the time. But your business exists to help people, not to make pretty PDFs, so instead of making 25 different downloads, take the time to write emails that tell a story, take people on a journey, and understand exactly what you offer.

The first step? Figure out how to get people to open your emails. And for that, I have you covered.

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