Easily Set Up an Automated Welcome Sequence in Mailchimp

Wondering how to get started with email marketing for your small business? One of the first things you need to do is set up an automated welcome sequence for new subscribers to your list. Click through for an outline of what should be in each of your welcome emails, as well as a video tutorial showing you how to set it up in Mailchimp!

If you're new around here, I've spent the past few weeks covering the basics of starting an email list for your business. You can catch up below. Be sure to start with week one and work your way through all the lessons. Don't think you need an email list? Then week one is especially for you ;)

This week I’m showing you how to create an automated welcome sequence in Mailchimp.

What is a Welcome Sequence?

A welcome sequence is a series of 5-7 emails that are automatically sent out over a period of a week or so, after someone has signed up for your list. As I’ve mentioned before, the rule of 7 says that someone needs to come in contact with your business that many times before trusting you enough to make a purchase or hire you. A welcome sequence allows you to hit those seven interactions really quickly.

Why Do I Need One?

The first reason to setup an automated welcome sequence is to efficiently deliver your lead magnet when people sign up. When I first started my list I was manually sending my freebie to new subscribers, which was not very efficient! Save yourself the hassle and setup an automated delivery as soon as possible.

The next reason is to familiarize people with your business and show them your expertise. You can do this by providing free information and resources that will help them with a problem they have. It’s only after you’ve done this that you should try to sell to them.

What Should Be In It?

Below is an outline you can follow to set up your own welcome sequence. Make sure that each email serves a purpose and provides different content than the others. Feel free to adjust this for your own business as needed.

  1. The Welcome Email - Deliver your lead magnet and briefly introduce yourself. People are only opening this for the freebie, so keep it short, sweet, and to the point. (Timing: Immediately upon subscribing.)
  2. Set Expectations Email – Now that people have received what they came for, take the time to introduce yourself and your business a little more thoroughly. Tell them what to expect from your list, including frequency of emails and topics you’ll cover. (Timing: 1 day after previous email)
  3. Check-in Email – This is an opportunity to encourage people to use the freebie you’ve given them. Give them some tips for using it most effectively and invite them to reply with any questions they have about it. Include the link to download it again, in case they haven’t done so yet. (Timing: 1-2 day after previous email)
  4. Best Resources Email – You know all of those blog posts you’ve spent hours writing? Well they’re going to come in handy! Share your most helpful blog posts and free resources that show off your expertise. (Timing: 1-2 days after previous email)
  5. The Social Media Email - Invite people to follow you on social media to help strengthen your connection with them. Only ask them to follow you on the platforms that you’re active on. (Timing: 2-3 days after previous email)
  6. The Sales Email – It’s finally time to sell! Don’t assume that people know exactly what services/products you offer. Be sure to explicitly state how you can help them solve a problem they have. Direct them to a sales page on your site where they can learn more, and let them know how they can hire you. (Timing: 2-3 days after previous email.)

How Do I Automate It?

Mailchimp makes it really easy to setup an automated welcome sequence. Watch the video below to learn how.

As always, feel free to post your questions in the comments below!

4 Reasons Your Business Needs an Email List

Hey small business owner, are you wondering if your business needs an email list? The answer is yes! It doens't matter if you're service-based or product-based, Either way your business can benefit from email marketing! Read the top four reasons why you need to start building your email list, along with a little proof that it clearly works!

If you’re anything like me, you might be resistant to email marketing because it seems too “salesly” for your business. You don’t think you need to do it and frankly you’re just not interested.

If you can relate, let me share something that will change your mind. The quote below is from the initial inquiry of a client I’m currently working with on her branding, website, and marketing material:

“I'm honestly not that sure how I found your site, but I signed up for your free DIY branding guide, and...I ended up on your mailing list! Clear proof that your digital marketing strategies are working :)” 

Need I say more?

It’s important to mention that I’m two years into building my list and this particular inquiry came after a few months of being really consistent with my weekly emails. Without consistency your email marketing efforts will fall flat, but if you put in the time it will pay off!

So if you’re ready to start building your list, you’re in the right place! Over the next few weeks I will be covering what I call "Email Marketing 101" to include the following:

  • Setting Up Mailchimp
  • Creating a Lead Magnet
  • Setting Up a Welcome Sequence
  • Putting Opt-in’s on Your Website
  • Promoting Your Freebie
  • What To Send To Your List

If you'd like to be the first to receive this content sign up for my list right here and it will come straight to your inbox.

Before We Get Started

Why Email Marketing?

Here are the top reasons you need to start a list:

  1. To stay in touch with visitors to your website. Once they leave your site they may never return. Getting their email on your list is the only way you can ensure that the conversation continues.
  2. To get people to know, like, and trust you (the rule of 7). People are not going to hire you the first time they come in contact with you. The marketing rule of seven says it takes that many times of contact before someone will be ready to buy from you. Getting them on your list and utilizing a welcome sequence helps you hit those seven times really quickly.
  3. To show your expertise. By providing valuable content to your audience on a regular basis they will see that you are knowledgeable and experienced in your field. This will help boost that trust factor.
  4. To serve your audience. Showing your audience that you’re willing to serve them even when you’re not being paid is a great way to build trust. It also creates a reciprocity mindset, making your audience more inclined to buy from you because you have already given them so much.

Questions From You

Is it okay to send shared content to your email list, instead of writing your own content each time?

To answer this, let’s filter it through the purpose of having an email list that I mentioned above. If we want our audience to get to know, like, and trust us the best way we can do that is by writing our own content and showing our expertise.

In that sense, sharing content that isn’t your own is self-defeating. It’s not “wrong” per se (as long as you credit the source), but ultimately it’s not the best way to build the type of audience that is going to serve your business well.

If you don’t have time to write high-quality content it may be better than nothing…BUT you don’t want to rely on that on too often. So it's best to get in the habit of creating and sharing your own content each time.

Have questions about email marketing? Post them in the comments and I'll be sure to answer them in an upcoming post!