Onboarding New Contacts to Your Email List

A monthly newsletter, a product launch sequence, or any number of autoresponder series are the backbone of many email marketing businesses. But no matter how good those are, there’s one thing you can do to make all of the above even more effective: adopting an onboarding email sequence for new contacts.

You’ve got fresh eyes on your content, a new subscriber excited about what you offer. How do you ensure you capitalize on this opportunity? Let’s dive into the essence of this strategy.

Onboarding Sequence Strategic Objectives

1. Accustoming New Contacts to Engaging with Your Emails

First and foremost, we want to make the act of opening and engaging with your emails a habit for new subscribers. Here’s why: high engagement rates (like opens, clicks and replies) boost deliverability, which means your emails have a better chance of landing in the inbox rather than the dreaded spam folder. Plus, the more your subscribers interact with your content, the more they’re solidifying email as a powerful channel for your marketing efforts. In short, think of this as priming your audience to eagerly anticipate your content.

2. Deliver Immediate and Consistent Value

Remember the feeling of entering a new store and being pleasantly surprised by the welcome you receive and the immediate value presented to you? That’s how your emails should feel. Before you even think about selling anything, ensure that your content is useful, inspiring, and makes subscribers feel they’ve made a brilliant choice by joining your list. If you can make them think, “Wow, I’m getting all this for free?!”, you’re on the right track. Be so good they can’t help but talk about you.

3. Guide Your New Contacts on Their Unique Journey

Not all contacts are created equal. Some may be absolute beginners in your domain, while others could be near experts looking for that extra push. Your onboarding sequence should account for this variety. Segment your new subscribers based on their needs, desires, and experience levels, then show them precisely how to take the next step in their unique journey with you. Whether that’s consuming a foundational piece of content or jumping into an advanced course, make the path forward clear, enticing, and worth bragging about.

4. Cultivate a Relationship that Reflects Your Brand’s Identity

Here’s a truth many miss: your subscribers will talk about you. Whether it’s a casual mention to a friend or a detailed discussion on a forum or review site, they’ll share their experiences. This is where your onboarding sequence plays a crucial role. Through consistent communication that reflects your brand’s positioning, authority, and values, you can shape these conversations. The goal? To ensure that when they talk about you, it’s not only positive but also aligns with the narrative you’ve built for your brand.

Make Every Interaction Count

You’re not just sending emails; you’re cultivating relationships. As you draft each email in your onboarding sequence, ensure it aligns with at least one (or more) of the above objectives. Depending on your brand, you might have just 1 onboarding email, and you might have 7. Remember to monitor engagement metrics, gather feedback, and continually refine your approach.

Your onboarding sequence is the first real conversation you’ll have with many of your subscribers. Make it count. Provide immense value, guide them on their journey, and position your brand in the best light. Do this right, and you’re not just gaining subscribers; you’re building a community eager to engage with every email you send.