The key to any great business is a plan.
Where are you going? How will you know when you get there?
The same holds true for your email plan. (You have one, right?)
Most businesses I work with don’t have a plan for their email. They create emails simply for the sake of sending an email with no clear direction on what they want their prospect/customer to do when they finish reading it.
This is especially true of most welcome auto-responder sequences I see. A random collection of thoughts and facts about the business. But no clear goal.
There are many goals you could have for this initial interaction with your prospect. Education – a phone call – a paid estimate – a review. Whatever you decide, make sure it’s clear to the prospect.
What’s the first step in the process your prospect needs to take before they become a customer? For most service businesses it’s to get them on the phone. This could be a consultation, a review, a breakthrough session. Whatever you call it, a phone call for a higher end service product is a good way to start.
Write your welcome series to lead them to that goal. What’s in it for them to get on the phone with you? Why would they want to do that? You’re only going to try and sell them something, right? NO – there must be a clear benefit to the prospect.
What’s your benefit?