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Here's a few random (maybe interesting) thoughts on email marketing, 'welcome sequences', 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 'welcome sequence' 2-3 emails long, before they start getting the main emails.
I also don't know anything about email marketing, so if I'm saying stupidly obvious stuff that's why
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I also don't know anything about email marketing, so if I'm saying stupidly obvious stuff that's why
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I'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've signed up for? Surely they don'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 'welcome to my email list' ie. definitely NOT a sequence.
/4 https://twitter.com/DrRichardBerks/status/1317022990127816705
/4 https://twitter.com/DrRichardBerks/status/1317022990127816705
And yet, maybe it's another example of the difference between 'what ppl expect' and 'what ppl are happy to get'. 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 
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I was worried that ppl are rolling their eyes at this 'welcome sequence' 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've signed up to the right thing
- signposted to other things
- they understand what's coming next (and the context)
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- welcomed into the club
- reassured they've signed up to the right thing
- signposted to other things
- they understand what's coming next (and the context)
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I hope I'm ticking those boxes for my subscribers.
(great thread from @DigiCharityLab with lots more thoughts and examples from charity world - thanks again
)
https://twitter.com/DigiCharityLab/status/1317023723556306944
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(great thread from @DigiCharityLab with lots more thoughts and examples from charity world - thanks again
)https://twitter.com/DigiCharityLab/status/1317023723556306944
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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't be a fool, basically
Anyway, thanks for reading / subscribing
/ RB out
Anyway, thanks for reading / subscribing
/ RB out
