The Goodness Squad Podcast Episode #53

how to write an email welcome series your customers can't wait to read

The podcast only grows if you share it – Thank you for doing so!

Before you sit down to write your welcome series there are a few things you need to understand. You'll also want to avoid these 3 mistakes.

Resources mentioned in this episode:

Lynnette Sheppard - How to Raise Grown Ups
Nicolette Alger
Product Idea Generator
Subject Line Blueprint
Tech School
Welcome Series Master Plan

The Goodness Squad: Welcome to the goodness squad. Welcome, welcome, welcome, welcome, welcome, welcome, welcome, welcome. Welcome to the goodness squad.


Misty: This is episode #53 of The Goodness Squad podcast.  I want you to start today's episode by thinking about what it's like to get a new calling. Maybe you've just been called as the Relief Society, Young Women's, or Primary President. Or maybe you've been called as a new teacher in Primary or Young Women's. Or maybe you've been called as a Primary Activity Leader. Whatever the calling is, there are two ways that this can go. One, you can receive a lot of great information and essentially an orientation from the person who held the calling before you.


I remember when I became Primary President, the previous President had me over to her house and we talked for a couple of hours about all of the different things that were going on in Primary right then, where I could find what, who would support me, where I could learn more about certain topics.


I have also received other callings where this didn't happen, where the previous person in the calling did not orient me, they did not help me help ease me into this brand new situation that I was a part of.


When you have a brand new email subscriber, you need to orient them to your world. You need to help them understand where they can get help, who they can get it from, what types of things they're going to need to learn and do. This is the purpose of your email welcome series. Today I am going to help you learn how to create this welcome series in such a way that your subscribers are excited to open that next email from you. 


This is season 3 of The Goodness Squad podcast. And during this season, we are going to be focusing on all things email marketing as it pertains to your content marketing business. And again, content marketing just means you create content like blog posts, podcasts, Instagram posts, all of that is content.


But this is not going to be the same old stuff that you've heard about email marketing before. My approach to email marketing is unique. I believe that a small list, that you take really good care of, is far more powerful than a large list that feels disconnected from you. When done right, email marketing can help you create personal touches and build meaningful relationships at scale.


My name is Misty Marsh. I have built and sold a profitable online business. And now I am on a mission to help you make money through your own content marketing business. President Kimball and President Nelson have taught us that the good women of the world will be drawn to the church as the women of the church are seen as distinct and different in happy ways.


My goal is to teach you how to use the content marketing business to be seen by women all over the world. And I am grateful for the skills God has allowed me to develop that allow me to help you in this way.


Your business can and should earn you money. If you aren't sure about that yet go listen to episode 30 of this podcast. But above all else, I hope that you remember that what you earn, or even what you teach about in your content marketing business, matters far less than how you interact with those you are teaching and serving.


As you follow the Savior in those interactions, you will be seen as distinct and different in happy ways because He is distinct and different in happy ways.  This is what The Goodness Squad is all about. 


I cannot emphasize enough that when someone joins your email list, they are raising their hand and saying, "I want to be a part of your world." They are voting for you. They are showing interest in what you are offering. This is such a critical time. This is nearly as exciting as when someone purchases from you. It is a vote for you and you've got to take it seriously. You cannot simply ignore somebody who has signed up on your email list.


We've already talked about what to send them in the very first email, but you need to (very soon after) continue to send them emails. Why? Because they need to know, like, and trust you and there's no way for them to get to know you, like you, and trust you unless they are actually interacting with you.


This is the very first purpose of your welcome email, to help the people who have signed up on your email list and said, "yeah, I think this might be interesting" to help them get to know, like, and trust you so that they develop loyalty to you.


The second reason is to train them to open your emails. If you can wow them and knock their socks off and exceed their expectations in the first few emails that they receive from you, you are going to train them to want to open emails from you because they know that there is stellar content inside.


The third purpose of your email welcome series is what I mentioned in the intro, to orient them, to help them understand what it is you have to offer, where they can find you, where they can get support from you, what it is they can expect to learn from you.


So again, those three purposes are to help them know, like, and trust you, to train them to open your emails, and third to orient them to your little online business world. So those are the three purposes. How do we accomplish those purposes?  There are two ways.


The first way is to help them to feel things. And the second way is to help them to act on what they are feeling. You do not want to get caught up in logical reasons inside this welcome email. You do not want to logically convince them why they should like you or logically convince them why you are trustworthy. Logic does not drive behavior. Emotions drive behavior. You need to get them to feel things. You need to get them to feel hope, relief, gratitude, fear, pride, excitement, anger, surprise.


You need to create emotions in them that will drive behavior and then invite them to act. So goal number one is to create emotions. Now you might be thinking, "well, Misty isn't that being manipulative? If I'm trying to get them to feel fear so that they do something?" It can be, but it depends on your motivation.


We want our children to feel the gospel so that they will act on it. We want them to feel that spirit confirming to them that this is something they need to do. Sometimes we also want our children to feel fear. They shouldn't cross the street without holding our hand so we help them feel fear of what might happen if they were to do that.


This, I want you to approach these feelings that you were trying to create in your subscribers with a lot of compassion instead of manipulation. I want you to pray about how you can help them to understand that you get it, you get how they feel. When they believe that you really get how they feel, that is when they are going to trust you to help them. And in order for you to convince them of this, you must understand how they feel. This is why I want you to pray about this. What is it that you were supposed to focus on helping them to feel?


There are three main areas that I want you to focus on when we're talking about feelings. I want you to focus on their feelings about their dreams, their feelings about their previous failures, and their feelings about their fears or excuses.


You have to think about your subscribers as just one person, one ideal person. If there was anyone in the world that you could help with what it is that you are offering, who is she? What does she think about? Because you can't answer questions about her dreams, failures, and fears unless you really know her and you have to speak to her as if she were one person.


That's why you focus on the word 'you' in your emails because you are speaking to one person. So I want you to ask yourself some questions about this person. Let's start with her dreams. What dreams does she have regarding the topic that you teach about? How will she know when she has been successful in this area? How does she feel before she's reached that dream?


So here's an example, my friend Lynette Sheppard, from How to Raise Grownups, teaches about how to raise grownups, how to take our children from children to respectable responsible grownups. So what are my dreams around this topic? How will I know when I have been successful when it comes to parenting?


Well, for me I'll know that I've made it with parenting when my kids are confident, compassionate adults and they still have a solid relationship with me. So what's the struggle before I reach this dream? Well, right now I struggle with either being too soft with my kids because I'm trying to save the relationship or I'm being too harsh because I'm afraid I might ruin the relationship.


So I want you to think about what does your person dream about? How will they know when they have made it and what is missing before they make it, before they reach that dream? I want you to address this in your welcome email series.


Number two, past failures. What has your person already tried in this area? So I have another friend who teaches about family history. I have heard from many people, from prophets and apostles, that doing family history will bring miracles. But I've tried it and it doesn't work. It just frustrates me.


Your person has felt the same way about your topic. You might be listening to this exact podcast because you have tried email marketing before and failed. But guess what? It's not your fault. It's because something was missing. So what my friend has done for me is she has simplified family history. Instead of just saying you should do it, she has given me step by step by step. And guess what? Now it means something in my life.


I have another friend, her name is Nicolette and her website is NicoletteAlger.com. She provides financial services and she has had people who approach her and say, "I have tried to fix my finances, but I have failed." And guess what? She can tell them, "It's not your fault. It's because you have never had the perspective of faith and finances together," which is what she offers.


I want you to dig deep and think about what your subscribers' failures have been in the past. And then I want you to tell them that it's not their fault because they were missing XYZ. And then you fill in that blank for them. You give them that piece that is going to help them be more successful.


 The third area around which we want to create feelings is around fears. So this can look like an excuse, "I can't _ because I don't _." It can also look like what fears this person has about their success itself? Why are they afraid of their success?


So I'll give you an example of this. For a long, long, long time, I was afraid to charge money. Not because I thought it was wrong. Not because I didn't think that my services were worth it, but because I was afraid it would change me into someone who was greedy. I was afraid it would change me into someone who was selfish and obsessed with money. And so I didn't want to charge for it. That was a real fear about me being successful as an online entrepreneur. That was my dream. I wanted to be a successful entrepreneur. I wanted to earn money. I wanted to be able to provide certain things for my kids and my family. I wanted to help people, but I was afraid that if I got that success, it would change who I was.


So what types of fears does your subscriber have around their success? What types of excuses are they making? So maybe you think you can't launch a product because you have a very small email list. Well, guess what, when I launched the first product of this business, this current business that launched in February of 2020, I launched a product in May of 2020, and I had a total of around 70 people on my email list. That's it! You do not need a huge list. And so I can address this with you in an email welcome series. I can address some of your fears, some of your excuses.


Let's review real quick.  There are three purposes to your welcome series. The first is to help people know, like, and trust you. The second is to train them to open your emails. And the third is to orient them to your world. How do you do this? You do this by creating feelings that invite them to act.


What types of feelings are we wanting to create? Feelings around their dreams and hopes,  feelings around their past failures, and feelings around their current fears and excuses. So then once we've created these feelings, what do we do with them? We need to invite them to act. 


 So now what you've created these feelings around people's dreams, failures, fears, they know that you get them, they know that you understand them. And now what do you do now is the time to invite them to act in each and every email. What does this action look like? You can talk about their dreams and then invite them to reply to an email and they can tell you more about their specific dreams.


You can commiserate with them about their past failures and show them that you understand and then invite them to access another freebie, an additional one, that surprises them. That helps them with that particular previous failure. You can address their fears and excuses and challenge them to move past them, by following you on social media. You can invite them to join your community. You can invite them to listen a podcast. You can invite them to tell someone else about you. You can even invite them to buy a product. But you must invite them to act when they are feeling a powerful emotion.


There are three common mistakes I see people make in their email welcome series. Number one is they focus too much on themselves and their story. If you are going to talk about yourself and your story, you have got to relate it back to how it helps them. How does your story and the things they have learned solve a problem for them, make a difference in their life.


Mistake number two, the welcome series doesn't relate to the freemium they've just purchased. So if you were to sign up for the Product Idea Generator at TheGoodnessSquad.com/productideagenerator you going to get a welcome series from me that focuses on products and creating digital products in your business.


But if you sign up for The Subject Line Blueprint at TheGoodnessSquad.com/subjectlineblueprint, you are going to get a welcome series that focuses on emails and writing good emails. Now, both of these welcome series have some similarities to them. There are some stories that I use that are very similar, but they aren't the exact same welcome series because these people signed up for two different problems. I want them to understand that I get each of those problems. I want to help them have feelings of courage and excitement and hope around both of those problems. I want them to know that I understand them. So I address both of those problems deeply through my email welcome series.


Mistake number three that I see is welcome emails being sent too far apart. So they get their welcome email from you that includes their freemium and then you don't email them again for a week or two weeks or a month. That is way too long! In The Goodness Squad podcast episode #54, we are going to address this mistake. And I am going to show you and teach you why it is so much smarter to send emails frequently instead of occasionally. Why it is better for your business and why it is better for the people you are trying to influence and why it really isn't scary. Or at least why it shouldn't be as scary as it feels to you right now.


Now, if you would like some additional help crafting your email welcome series, I would love to help you. I have created something called The Welcome Series Master Plan. This includes not only swipe files for each and every email in your welcome series, but it also includes exercises to help you find the right language.


So a swipe file is basically like a template  It's a fill in the blank file. So some of the copy, some of the words are written for you, but you've got to fill in those blanks. And sometimes that can be really hard. So as part of this welcome series master plan, I not only provide you with the swipe files with the email templates but with some tools to help you figure out what language you should put in those blanks, how should you fill in the blanks in a way that will really work for your people?


You can find The Welcome Series Master Plan at TheGoodnessSquad.com/welcomeseriesmasterplan. If you are a bronze Tech School member, you can save 25%. If you are a platinum Tech School member, you can save 50%. And for many of you who have been proactively jumping into Tech School, you very likely have enough points to get the Welcome Series Master Plan for free.


If you are interested in joining Tech School in order to get these benefits, you can do that at TheGoodnessSquad.com/techschool.


I am excited for episode 54, where we are going to dive deep into how frequently you should be emailing your list. I'll see you there.

Logic does not drive behavior. Emotions drive behavior.

Misty Marsh - DesignedForGoodness.com Tweet

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You can turn $1 into $42

But first you need great email subject lines

The Subject Line Blueprint

Email marketing can turn $1 into $42 if it is done right.* 

But if no one is reading the emails you send, email marketing can be a waste of money.  That’s why you need great subject lines.

Use the 17 page Subject Line Blueprint to create email subject lines that entice your subscribers to open every email you send.

My email subscribers are my VIPs – official members of “The Goodness Squad.”  In addition to immediate access to the Subject Line Blueprint, I’ll continue to spoil you with exclusive content, time-sensitive deals, regular updates on podcast episodes and more.

In fact, tomorrow you’ll get access to the Resource Library including The Profitable Products mini-Course and Playbook, The Product Idea Generator,  The Superpower Discovery Worksheet and more.

*Reference: Litmus

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