Welcome Sequence Checklist For Architects
Setup a sequence of emails using your email newsletter software’s automation or sequence feature that will be sent automatically to all new email list subscribers. The purpose of this exercise is to help introduce new prospects to your firm in an automated and controlled way using email, which is the marketing channel with the highest rate of delivery.
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- What should we send to our new subscribers to welcome them to our firm and familiarise them with our expertise?
When constructing a nurturing sequence, having a handful of blog posts or videos will really come in handy – but if you haven’t reached that stage yet, then sending recent media coverage of your projects, or a profile of your firm and a few of your projects, will be a great start.
- What else could we send them to help educate and motivate them?
If your firm hasn’t been covered much, and your haven’t created your own content, and you’re struggling to think of what to send in a sequence – then I’d start by creating a series of educational emails containing interesting links to articles, videos, TED talks, projects, books and podcasts episodes that inspired you, and might inspire your prospects too. If you go down this path, then I’d make sure to describe the content of the emails transparently on your site where visitors are able to sign up.
- How many emails will we send and what will the delay be between emails?
A good frequency for an email sequence designed to welcome and educate new subscribers is fortnightly.
- What do you want people to do once they receive and enjoy an email in your sequence?
Visit your website? Reply to discuss a project or learn more? Share it on Linkedin? Email it to a friend? Identify a clear goal for each, or all of your emails, and leave a reminder at both the top and bottom of the email.
- How will our emails look and feel?
In my experience, emails that feel like regular emails perform a lot better than immaculately laid out newsletter templates that we’re accustomed to ignoring. It’s a good idea to select a plain-text email template and take it easy on the images, logos and graphics.
- Create a new Mailchimp or Convertkit custom automation.
- Build each email in the sequence and set the appropriate delays between emails.
- Include the chosen call to action in the body of each email.
- Double check the campaign design, contents and automation settings – then publish the automation.
Helpful articles, books, podcasts and precedents.
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