Automation is a huge buzzword in the online space no matter what stage of business you’re in. I’m a huge fan of automation. I mean, I’m no techy – ask my husband, I can barely work the TV remotes in our house – but when it comes to my business, bring on Dubsado, ConvertKit, and Later. I have even automated my lunches by setting up a recurring bi-monthly Daily Harvest lunch order.
Over the past two years, I’ve automated quite a few things in my business, including, my website lead generation and client onboarding process, AND my email welcome sequence.
When many influencers and gurus talk about automation, they’re doing so in the spirit of helping you take a step back from the business by saving you time and creating a more passive type of business experience that frees you up to do other things. The goal of automation is often viewed as this more hands-off approach.
And while that is true, I’ve also discovered something else through automation: by using automation really strategically, I am actually able to deliver a more high-touch, personalized experience not just to my clients, but to those who join my email list. I’ve been able to create a more personal connection where my readers are getting to know me better and vice versa.
My welcome sequence started out as this thing I just knew I needed because the internet gurus told me I needed it. Then when I started to see it in action, I was like WHOA. People are hitting reply and starting conversations with me. People are asking about different ways to work with me. This is not just a little “nice to have” automated email series I have in place.
This is a customer service tool, a sales tool, a way to get to know my email subscribers and help them get to know me better on a personal level, through automation.
So that’s what I really want to explore today and encourage you to think about: how can you use email automation to deliver a high touch sales experience that feels more like a one-on-one interaction?
Let’s get to it!
Upgrade the 1 on 1 Interaction
No matter what, we all hear about building these so-called passive business models. Don’t get me wrong; that’s a side of the business I’m building up. But if you’re selling a one-on-one done for you services or a higher ticket group program or course, there is nothing more powerful than a 1-on-1 interaction with a potential client. Especially if you’re at a stage of business where your email list is still smaller than 2,000 and 1 on 1 is your primary form of revenue. Having a smaller list can actually be a really big advantage so use that to really love up on your people, surprise them with the personal interaction they are likely not getting from others.
And yes, this 1 on 1 interaction can absolutely happen via Instagram DM for sure. The whole voice texting phenomenon is wonderful and a lot of people are using it really well. But it can also happen in your emails, and I don’t think enough people are talking about it and I would argue that it’s even more powerful when it’s happening in the context of your welcome sequence because 1) they may be new to you, which is when they are most engaged and 2) they are responding to a very specific sequence that is designed to start a conversation.
My 1 on 1 clients know, when we work together to craft their welcome sequence, I have a specific framework I follow and specific stories I’m looking to pull. Another way to think about this is, a welcome sequence helps fast-track some of that know, like, and trust-building so that by the time you hop on a call, they feel like they already know you and you may even feel like you already know them if you’ve been engaging back and forth.
That is the difference I really want to grab hold of here, is that when you hear most influencers, gurus, internet marketers talk about growing their list, they are seeing it as a vehicle to sell one to many. But it is an underutilized tool from what I have seen, to sell 1 on 1 premium services.
So, how do you do it? How do you actually use your welcome sequence to create that high touch experience to where it doesn’t always feel like you are speaking one to many?
No. 1: Formatting
If you haven’t listened to the last episode, How to Lose an Email Subscriber in 10 Days, definitely check that out. I share some common mistakes I see service providers making in their welcome sequence. One instant change you can make is to address your emails to ONE person and use their name. Not “Hey everyone” or “Hey guys.” That’s baby step #1 on creating a personal email experience for one person.
No. 2: Ask A Question
One of my favorite ways is to just ask a question. Personally, I love using the P.S. to ask a question. Why? Because 90% of readers read the P.S. first.
One of my favorite questions to ask, which I ask in the very first email in my welcome sequence is simply, “What do you do? What kind of business do you have?” Not everyone will answer and that is OK. But those who DO will be your most engaged people. They will be the ones who open all your emails and are ready to jump in when there’s an opportunity to work with you.
No. 3: Send the Invitation
Invite someone to book a call with you or buy your program. There are a few different ways to weave this into your welcome sequence without being too aggressive or seeming like you are going in for the sale “too quickly.” One way I’ll share with you today is again to use that P.S., especially when you use it in conjunction with a case study email (which is one of the 7 emails that are a part of my Welcome Sequence framework).
Are you starting to see how your automated welcome sequence, this thing that is constantly running on autopilot in the background, can become a really powerful tool that opens the door to a high touch sales experience?
To me, this is such a truly simple and effective way to differentiate yourself and ultimately generate more revenue.
If you are thinking Ok I need a welcome sequence or I need to make my welcome sequence stronger, I’ve got you, my friend.
If you want a step-by-step guide to writing your very own entertaining and high-touch welcome sequence, you’ll want to get on The Waitlist for my brand new mini-course, which will be available in March. Inside this implementation-focused course, I’m going to guide you, email by email as you write your welcome sequence.
Even if you are convinced you’re a terrible writer and you just can’t write about yourself, I’m going to show you how to uncork your personality and write emails that will have you saying, “Wow, I can’t believe I wrote that?” but most importantly, it’ll have your new email subscribers excited to be in your inbox and ready to work with you.