The Ultimate Welcome Series Structure

Hey—Matt here!

If you want to acquire more customers, faster…

Today, I’m gonna share the exact email welcome series cadence I’ve used…

…to help brands convert 50% of new email subscribers into paying customers, and do up to $100k per week.

No fluff. Let’s jump in:

Email 1: Send Your Freebie/Lead Magnet:

Most businesses are using some type of freebie to acquire subscribers.

So, this first email is where you’ll deliver that freebie.

However, you also want to give testimonials & offers, also.

This is because welcome email #1 will likely be the highest opened email you’ll ever send…

It’s your chance to convince your readers why they should trust you, and it’s also how you can make sales to pay back your marketing spend.

In fact, this email might be the biggest money-maker in your entire welcome flow when done properly.

That said, here’s a typical style I like to use that you can follow:

1. Congratulate them (Congrats “FirstName” you just took the first step towards achieving XYZ)

2. Credibility builder (this same method has helped 26,782 others achieve XYZ)

3. The link to access is below, and here’s what you’ll learn (telling them the link to access the freebie is below. This way, we can fulfill what we promised them. But we wanna tease them with benefits that get them to ACTUALLY use the guide, too… because so many people get freebies they don’t use)

4. Benefit-bullets (the benefits they’ll get by using the freebie you gave them)

5. Give the link (the freebie you promised them)

6. Tell them what to expect next (this ensures they’ll keep opening your emails in the future… if you don’t do this… the likelihood of your reader getting your freebie and then not listening to you again is quite high)

Email 2: Send Your Brand Story.

This is your brand story. Make it super tight.

I recommend 3-5 sentences or less.

Include offers as well.

Here’s a typical style:

[Me/My Family Member/This Person I Know] Always Struggles With [Pain Point].

I Learned [Why It’s a Problem].

That’s why [Developed Unique Solution that addresses the root problem].

Fast Forward Today [Helped x number of people/achieved whatever with this product—whatever your “hero story” outcome basically is].

Does that make sense? After you tell this story, that’s where you can either leave a link to your “About Us/Me” page on the website, or some sales page or your products.

For more examples & templates check out my Welcome Series Book.

Email 3: Proof

This one’s all about proof…

• Case studies,

• Testimonials

• Media features

The goal here, is to build trust with your reader by showing you’ve helped people like them in the past.

And that…if they keep listening to you—they’ll be next!

(Also give them offers, if you care about making money in ur emails)

Email 4: Re-engagement Style Email

Here, you’re going to do a simple re-engagement style email like this:

“Hey Matt, which of the following are you most interested in?

Please click your answer below, and I’ll give you my top pick for each one:

-Option 1

-Option 2

-Option 3

-Option 4

^Click your answer now!”

The reason we do this, is because at this point, usually our engagement starts to drop.

When you think about it…

We’ve already given them the freebie, we’ve already told them our “brand story” and we’ve shown them lots of proof.

If they haven’t bought yet…

The game is now segmenting them to deliver “sniper offers.”

These “sniper offers” are how I’ve helped multi-8 figure clients get 33% purchase rates in their automations.

Email 5: Sniper Offers

Whatever option your reader clicked in email #4…

You’re going to give them a congruent offer related to that option.

Eg. They clicked a DJI300 drone email (a type of drone, that is 1000x better than a GoPro Hero 5 Session lol).

THEN, If they don’t buy…

Email 6: Send Them a Piece of “Pre-Sell” Content.

We call this pre-sale content.

The goal here is to give the subscriber a valuable piece of content that essentially pre-sells the product, which we’ll actually send them the next day.

Email 7 and Beyond:

Your next email after this can be the offer congruent to what you just educated them about in your pre-sell content.

So it’s basically like this…

“Here’s this problem that leads to this… Good news is we just wrote a quick article that can help you solve it.

Continue reading here.”

Now the reader’s more educated on what they can do to solve that problem…

So next, you give them a no-brainer offer to help them solve it.

If you can do this consistently in your emails, it’ll make acquiring customers much easier.

I’ve generated millions of dollars with this method for clients across various niches…

If you have 10k+ subscribers already and you’re adding 100+ more each day, this can be a total game changer for you.

More Resources:

• As a subscriber to the Email Growth Marketer, you have exclusive access to my Welcome Series Book, which delves deeper into these topics and includes templates/examples (Here’s the link)

• Here’s me using “Sniper Offers” for an 8-figure brand: (Link)

Hope this was insightful for you today.

Talk soon,
Matt Hommel

P.S. I’m going to do a deeper dive on this topic soon. Is there anything you would like to see? Reply to this email and let me know.