Mini Breakdown: Welcome Sequence & Segmenting Strategy

Every welcome sequence is different. Things like the number of emails, the type of emails (storytelling? product feature-focused? testimonials?), and calls to action will come down to strategy and the best way to connect to your audience.

Here’s a mini-breakdown of the welcome sequence for Golden Eagle Home Services - it’s a pretty straightforward approach.

This sequence is triggered when a user provides their name and email on a form to subscribe to the mailing list and receive a lead magnet - in this case, a free home renovation budget checklist.

These emails are basically plain text (great for deliverability and breaking through the sea of image-heavy emails to catch a subscriber’s attention).

Email 1: The Welcome Email
Deliver the lead magnet, create a one-to-one connection (with an email written directly from the voice of the owner), let the reader know what to expect as a subscriber (establishing trust), ask for a reply and give them a chance to unsubscribe (also building trust, and boosting deliverability), offer a glimpse of the company’s voice and philosophy, end with a gentle call to action as a P.S.

Check out Email 1 here.

Email 2: The Check-In
A short check-in email to make sure they got the lead magnet (provides another chance to connect if they ignored the first email; also helps in boosting deliverability rates)

Check out Email 2 here.

Email 3: The Story Email
Engage readers and bring them into the company’s back story, further establishing trust and connection

Check out Email 3 here.

Email 4: A Belief- Shifter Email
Break down a sales wall by challenging a negative belief the reader may have about the product/service that’s stopping them from taking the next step (in this case, a belief that home renovations always end up causing a headache and going over budget).

Check out Email 4 here.

After the welcome sequence…

After this sequence, subscribers receive a weekly newsletter-type email with (one per email): related tips, stories (think testimonials, and before and after profiles), and interesting brief essay/ thought leadership pieces (i.e. home renovation trends in the area).

These emails will include a sales element - some may be focused on a benefit or feature, while others will include a subtle-but-clear offer reminder.

Subscribers will also receive occasional emails about promotions, events, or local related news.

Subscribers who have expressed an interest in building a home (through the form or through engaging with emails related to home building) also receive bi-weekly emails related to home building, including new available lots and stories/ testimonials from past home-building clients.

To explain this segmenting:

Home-building projects are the Golden Eagle’s most sought-after projects - they’re high-ticket, they help build the company’s reputation in the area, and the whole team enjoys and takes great pride in them.

So they want to really stay front-of-mind with any subscriber who’s expressed an interest in building a home, and perhaps help them move forward by addressing hesitations they may have, etc.

But they don’t want to annoy subscribers who aren’t interested in building a home with continuous home-building content.

For example, someone who’s only thinking about a kitchen renovation would likely not want to receive emails about a lot of land opening up.

But for a person who’s interested in home-building, that email about an open lot may remind them of their dream- it might even be the perfect lot of land for them.