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Here& #39;s a few random (maybe interesting) thoughts on email marketing, & #39;welcome sequences& #39;, and so on. I feel like this is probably relevant to freelancers and charities, though you can be the judge I guess
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A peek behind the curtain, for context: I have a mailing list, when ppl sign up they get a & #39;welcome sequence& #39; 2-3 emails long, before they start getting the main emails.
I also don& #39;t know anything about email marketing, so if I& #39;m saying stupidly obvious stuff that& #39;s why
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I also don& #39;t know anything about email marketing, so if I& #39;m saying stupidly obvious stuff that& #39;s why
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I& #39;ve been thinking recently about exactly what the point of a welcome sequence is. not for *me* personally, but for subscribers? Surely they know what they& #39;ve signed up for? Surely they don& #39;t need to hear any more from me? Just give them what they want?
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From a very unscientific poll the other day, it seems that most people would expect maybe 1 email, tops, as a & #39;welcome to my email list& #39; ie. definitely NOT a sequence.
/4 https://twitter.com/DrRichardBerks/status/1317022990127816705">https://twitter.com/DrRichard...
/4 https://twitter.com/DrRichardBerks/status/1317022990127816705">https://twitter.com/DrRichard...
And yet, maybe it& #39;s another example of the difference between & #39;what ppl expect& #39; and & #39;what ppl are happy to get& #39;. My short welcome sequence of 2 or 3 emails has consistently higher open rates and click-through rates (by 10-20 %-points) compared to the main emails I send 
https://abs.twimg.com/emoji/v2/... draggable="false" alt="đ¤ˇââď¸" title="Achselzuckender Mann" aria-label="Emoji: Achselzuckender Mann">
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I was worried that ppl are rolling their eyes at this & #39;welcome sequence& #39; muttering "wtf is this RB?? Give me the damn emails I asked for" under their breath. If that were the case, these open/click rates would be waaaay down, would they not?
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Speaking to @DigiCharityLab and @RobandKennedy , these welcome sequences are designed to make subscribers feel:
- welcomed into the club
- reassured they& #39;ve signed up to the right thing
- signposted to other things
- they understand what& #39;s coming next (and the context)
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- welcomed into the club
- reassured they& #39;ve signed up to the right thing
- signposted to other things
- they understand what& #39;s coming next (and the context)
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I hope I& #39;m ticking those boxes for my subscribers.
(great thread from @DigiCharityLab with lots more thoughts and examples from charity world - thanks againhttps://abs.twimg.com/emoji/v2/... draggable="false" alt="đ" title="Lächelndes Gesicht mit lächelnden Augen" aria-label="Emoji: Lächelndes Gesicht mit lächelnden Augen">)
https://twitter.com/DigiCharityLab/status/1317023723556306944
/8">https://twitter.com/DigiChari...
(great thread from @DigiCharityLab with lots more thoughts and examples from charity world - thanks again
https://twitter.com/DigiCharityLab/status/1317023723556306944
/8">https://twitter.com/DigiChari...
So what can we learn about this? welcome sequences are useful, remember to provide value to the subscriber and not just yourself, and look at the data. Don& #39;t be a fool, basically https://abs.twimg.com/emoji/v2/... draggable="false" alt="đ¤ˇââď¸" title="Achselzuckender Mann" aria-label="Emoji: Achselzuckender Mann">
Anyway, thanks for reading / subscribing
/ RB out
Anyway, thanks for reading / subscribing
/ RB out
