30-Day Drip Email Sequence Challenge

Bryan Harris —  Bryan Harris - January 10th, 2019

In this post you will learn how to write an effective email sequence to welcome new subscribers and sell your products automatically.

In fact, over the next 4 weeks, you’re going to see behind the scenes of email sequences from 6 successful online companies. You will see everything from open rates, to click rates, to sales numbers, to the exact copy that’s used for their most successful email sequences.

For example…

Laura Elizabeth, who runs Client Portal, a software service that helps freelancers manage their client work better. She makes $2,000 per month automatically from her email sequences.

How does she do it?

Once a week, she sends 2 carefully crafted email sequences to the new people who have joined her email list:

Sequence #1: Welcome Sequence – This introduces them to her business and gets them ready for the next step she wants them to take.

Sequence #2: Sales Sequence – This presents a compelling offer and incentivizes them to purchase now.

Here’s the high-level outline of her 2 sequences:

Welcome Sequence
Day 1: Welcome, Free Email Course Introduction
Day 2: Lesson 1
Day 3: Lesson 2
Day 4: Lesson 3
Day 5: Lesson 4
Day 6: Lesson 5
Day 7: Free Resource Download

Sales Sequence Begins
Day 8: Introduce Offer
Day 9: FAQ
Day 10: Offer Expiring

Every single business should use these 2 types of email sequences. But 99% don’t. Why?

Because writing your own email sequences from scratch is freaking hard.

1. How do you structure it?
2. Where should the offer go?
3. What should you even say?

It can feel impossible to get started when you’re not sure how a great email sequence is supposed to be structured or what content to include.

Over the next 4 weeks, we’re going to fix that!

By the end of this 4-week series, you’ll have the confidence, knowledge, and templates needed to write your own high-converting welcome sequence and sales sequence.

Here’s a quick overview of what we’re going to look at each week:

  • Week 1: Behind the Scenes of 3 High-Converting Welcome Email Sequences
  • Week 2: The Ultimate Welcome Sequence Template
  • Week 3: Behind the Scenes of 3 High-Converting Sales Email Sequences
  • Week 4: The Ultimate Sales Sequence Template

Ready? Let’s dive in!

Part 1: Behind the Scenes of 3 High-Converting Welcome Email Sequences

The Welcome Sequence is the one type of email sequence you literally can’t have an excuse for not writing.

You don’t need to have a product before you can write a welcome sequence.

You don’t need to have a single email subscriber before you can write a welcome sequence.

And with the resources you’ll get in this post, you won’t even need to be a great writer to write a welcome sequence.

But before you can write a great welcome sequence, it’s best to have an idea of what a great one looks like. That’s why I’ve sourced real sequences from 3 different businesses that are all performing well and included them for you below.

You’ll see everything from open rates, to click rates, to sales numbers, to the exact copy that’s used for each of these welcome sequences:

I’ve also included my personal notes on each sequence, so you can see what stands out about each one and why I think you should study them.

 

Welcome Sequence #1: Laura Elizabeth, Client Portal

Business Type: Software

Teaching your new subscribers something valuable is one of the best ways to design a welcome sequence. Not only will you help them get to know your personality and brand, you’ll also build trust by helping them achieve a series of wins in the process.

That’s exactly what Laura Elizabeth does in the 10-part sequence she created for ClientPortal.com—it gives subscribers 5 lessons about automating their client process and then gives them an offer for her software product that makes the process even easier.

It may not seem like a welcome sequence in the traditional sense, but this is exactly the kind of sequence you should create if you don’t publish blog content. A free email class can be the perfect way to introduce yourself, welcome prospects to your brand, and ultimately turn them into customers.

Sequence Results:

  • 11.5% of subscribers convert into customers
  • $2,000 in sales a month (on average) and runs 100% on autopilot

Origin Point:

This is where people sign up to receive Laura’s email sequence:

After they sign up, they receive the following emails:

 

  • Email 1: Introduction, Question – Gives subscribers a friendly hello and asks about their #1 pain point in order to increase replies and get customer insights
  • Email 2: Lesson 1: Why automate? – Helps subscribers understand the benefits of the free course
  • Email 3: Lesson 2: Onboarding clients – Teaches subscribers a solution to a common pain point
  • Email 4: Lesson 3: Reduce client calls – Teaches subscribers a solution to a common pain point
  • Email 5: Lesson 4: A memorable experience – Teaches subscribers a solution to a common pain point
  • Email 6: Lesson 5: Closing a project – Teaches subscribers a solution to a common pain point
  • Email 7: Free Resource Download – Gives subscribers a surprise bonus resource
  • Email 8: Introduce Offer – Gives subscribers a limited time offer on Client Portal software
  • Email 9: FAQ – Answers common questions and overcomes objections about the product
  • Email 10: Offer Expiring – Gives subscribers a final reminder about the expiring offer and increases urgency

3 Cool Things to Watch for in This Sequence:

1. Adding One Question to Email #1 Makes It Valuable—Even If People Don’t End Up Buying

Check out how Laura ends her first email:

The responses she gets to that question are almost as valuable as actual sales of her product.

Why?

Because getting prospects to tell you about these kinds of pains is the #1 thing you need in order to:

  1. Build great products
  2. Write copy that will sell those products
  3. Create high-quality, helpful content for your subscribers

It’s also just a great way to build relationships and seem more human to your subscribers. Plus, email replies can increase your deliverability rate.

2. She Gives Subscribers High-Value Resources They Can Actually Implement.

If you’re teaching subscribers how to do something in your emails, you need to help them apply that knowledge. If you can help them have an “aha!” moment before they’ve even become a customer, they will be lining up to buy from you.

That’s why I love how actionable some of the resources Laura includes in her “Lesson” emails are. In Email #6, she gives a word-for-word email script her subscribers can send to clients in order to get high-quality testimonials:

Giving away this level of value in your emails practically guarantees people will run to their inbox every time you send something new.

At the end of each lesson email, Laura gives subscribers a bite-sized, crunchy action item.

Helping your subscribers get quick wins is one of the best ways you can build trust. Do that early and often and converting them into customers will be a lot easier when the time comes.

3. She Ends Every Email with a Great Tease of What’s Coming Next.

Most email sequences feel like a bunch of random repurposed content that just got thrown together at the last minute. They feel disconnected, which makes it easy for subscribers to drop off and disengage.

Since Laura understands her audience’s pain points super well (remember what I said about Email #1?), she’s able to perfectly tee up the next email at the end of each message.

Like this example at the end of Email #3:

And this example at the end of Email #5:

Notice how she’s also using the end of each email as an opportunity to get more replies so she can continue establishing relationships with her subscribers. It looks small, but it goes a long way!


 

Welcome Sequence #2: Jeff Goins, GoinsWriter.com

Business Type: Course creator, blogger, author

Jeff Goins runs one of the most popular blogs in the world about writing. Hundreds of thousands of aspiring writers have joined his email list, and this is the sequence of emails they receive immediately after signing up.

As you’ll see, the goal of the sequence is to help them get to know Jeff, teach them a valuable lesson about becoming a writer, and then introduce them to some of his best introductory products.

If you sell courses or information products, you’ll definitely want to check this one out.

Sequence Results:

  • Jeff’s welcome sequence drives an average of 250 registrations for his sales webinar every month. The emails have an average open rate of 28%.

Origin Point:

Jeff’s welcome sequence goes to people who sign up for his newsletter from his blog page:

After they sign up, they receive the following emails:

  • Email 1: Introduction – Establishes who Jeff is, builds credibility, and shows subscribers why they should keep reading
  • Email 2: Paint the Dream – Encourages subscribers to follow their writing dream and gets them excited about what’s coming next
  • Email 3: The Breakthrough/Webinar Invite – Helps subscribers overcome an emotional hurdle and gives them a free resource
  • Email 4: Webinar Invite #2 – Drives webinar registrations
  • Email 5: Webinar Reminder – Drives webinar registrations
  • Email 6: “Coffee Invite” – Drives sales for a low-cost introductory product

3 Cool Things to Watch for in This Sequence:

1. Jeff’s Genius Double Opt-In Link

Asking people to confirm their email address = major buzzkill.

That’s why I love the way Jeff pulls it off in Email #1. He uses the double opt-in link to not only confirm your email address, but also to give you some sweet bonus resources:

When you click the confirmation link it redirects to a page where people can unlock bonus content by sharing his site on social media. (This page is made with our free growth tool, GoViral.)

2. Instead of Pitching a Product via Email, He Asks Subscribers to Register for a Free Webinar.

Sometimes, even after a great welcome sequence, you still might not feel totally comfortable with sending your newer subscribers a sales pitch.

Luckily, that’s not the only option you have. Jeff, for example, points his new subscribers to his weekly webinar after they’ve received the first three emails:

Not every welcome sequence has to end with a hard-sell via email. It just needs to point subscribers to the next step they can take to advance further down your funnel.

For some, that will mean a webinar. For others, it might be a free video series. Or a 1-on-1 consultation call.

Whatever that next step is, just make sure you give subscribers an opportunity to take it.

3. He Invites You to Get Coffee with Him.

Well, sort of. 🙂

The subject line of Jeff’s final email in the sequence is “Let’s grab coffee.” Check out how he opens it:

I love how this turns one of the most common requests people have for him into a compelling piece of genuinely helpful content.

It’s personal, playful, and compelling all at the same time. Plus, it’s a non-salesy way of introducing a low-cost product (it’s jut $17) to his subscribers, so Jeff can identify buyers early on for upsell opportunities.

 

Welcome Sequence #3: Val Geisler, ValGeisler.com

Business Type: Freelance/Consulting Services

Val is a conversion copywriter and strategist for B2C startups.

Like most freelance/consulting service businesses, she works with more than one type of customer. Her welcome sequence helps her not only segment her list by customer type, but also provide each type with the kind of content that’s most likely to convince them to become a customer.

By the time they receive an offer for her services, they’re perfectly primed to say yes.

Sequence Results:

Val’s welcome sequence has led to $44,972 in sales.

Origin Point:

Val’s welcome sequence goes to people who opt in on her homepage:

And to people who opt in at the bottom of her blog posts:

After they sign up, they receive the following emails:

  • Email 1: Double opt-in confirmation/lead magnet delivery – Gives subscribers the lead magnet they signed up for (it only goes to people who sign up via the homepage)
  • Email 2: Introduction/#1 Obstacle – Introduces Val to her subscribers in a fun way and gets them to reply with their #1 obstacle
  • Email 3: Increase deliverability – Teaches subscribers a solution to a common pain point
  • Email 4: How to build relationships – Teaches subscribers a solution to a common pain point
  • Email 5: Choose your own adventure – Segments Val’s subscribers into her two types of buyers in a super fun/creative way
  • Email 6: Segmentation reminder – Gives subscribers another chance to segment themselves (only goes to people who didn’t click Email 5)

3 Cool Things to Watch for in This Sequence:

1. Val Uses Personality and Humor to Break the Ice Instantly.

One of the worst parts about writing a welcome sequence is having to write about yourself.

Nobody likes it, but it’s kind of necessary if you want to actually stand out and have a relationship with your subscribers.

My #1 tip? Have some fun with it. The worst thing you can do is take yourself too seriously or be boring.

Val nails this part with her “5 Things You Didn’t Know About Me” section in Email #1:

It’s fun and skimmable, and she ties it back into the reason you signed up in the first place with thing #5. This is the kind of stuff that will make people want to reply to your emails and get to know you better.

2. Her 2nd Email Is Super Actionable and Highly Valuable.

One of the easiest email mistakes to make is giving your subscribers too much to do.

It’s good to provide valuable content, but you don’t want to spend your first or second email trying to show them how to do something that’ll take hours.

Instead, start small. In Val’s second email, she gives subscribers a quick way to increase their email deliverability rate (after explaining how important and valuable deliverability rate is). Notice how she points out how fast they can do it:

It’s a great reminder that small, quick wins are extremely valuable. Don’t lose sight of that.

3. The Smart Way She Segments Her List

Writing a welcome sequence can be pretty hard if you serve different types of customers in different ways. Sure, it’s easy to make the first few emails apply to everyone, but eventually you need to drill down and get specific with each type of customer.

So I really like the way Val gets her subscribers to segment themselves in Email #5. It allows her to split her two different customer types into separate sales sequences designed specifically for them:

Considering the fact that this email gets a 27.7% click rate, I’d say it’s working pretty well.

(The real genius is in how she kicks off the email, so be sure to click through to the full sequence below.)

Next Week…

Coming up next Friday:

You will get the Ultimate Welcome Sequence Template.

We’ve taken all 3 of these welcome sequence templates + our 10 years of online marketing experience and created an easy-to-follow, mad-lib style template you can use to quickly write a welcome sequence you’ll be proud to send your future subscribers.

But first, tell me…

Which of these 3 sequences jumped out at you the most? Is there anything from them you plan on implementing?

Leave a comment below and let me know