31 day email onboarding sequence

No matter what you read, I can tell you bluntly that email job listings. They help you convert leads (“Anyone with a heartbeat”) into prospects. Used correctly, they can also help you convert prospects into new customers.

However, the foundation of an email list is the automated onboarding sequence. You must have this set up before you can publish your registration form. I developed an outline for a 7 email onboarding sequence, sent over 31 days after a person signs up, that will help you develop a relationship with the list member.

Building a relationship

It’s old bullshit, but “People do business with those they know, like, and trust.” The goal of an email list is to build a relationship between each list member and the company. But how do you get there?

Give without receiving

Many, many email lists are based on the “lead magnet” concept. Meaning: Your company exchanges something of value, such as information, a checklist, or anything else the recipient might find useful, in exchange for adding that person to your email list. And that’s where a lot of businesses stop, which is one of the reasons people stop reading your emails and fail to develop the relationship.

The best way to build trust and rapport is to keep giving. You’re not losing anything, so why not continue to provide value? Make sure that at least two emails in your onboarding sequence provide the recipient with useful and actionable information. Even if they don’t need that information, chances are they’ll recognize the value you’re giving them.

ask their opinion

When we meet someone for the first time, our brains love it when they ask about us. That we like? How do we feel about an issue? What is our opinion about a situation? One of your onboarding emails should ask for their opinion on a topic related to why they might have joined your list. You can start your question with –

• What is your opinion of…

• What is your favorite…

• What do you think about…

The best start: “We need your help.”

show you are listening

Communications experts call this “active listening.” It should reflect that you have heard the list’s thoughts and opinions and that you appreciate their feedback. You don’t have to agree with every single answer or even acknowledge it. You can show the survey results of the aggregated responses, or reflect that, “Most of the people we’ve asked think…” The important thing here is to ask for their opinion and show that you’re listening.

7 emails

You don’t want to beat new members with emails every day. So you’re that person they just met who won’t leave them alone!

In the same way, you don’t want to leave them wondering if they’re really on your list or what to do next.

Here are the seven email topics I suggest for building that initial relationship with new members, along with a timeline for sending them.

Note: The schedule starts the day they sign up, the 01st. It doesn’t matter what month and day are on the calendar when they sign up, this schedule takes care of that. If you have someone joining your list on May 3rd, that’s the 01st for them. Someone who joins on October 14th has their Day 01 on that day.

1) Thank you/Unsubscribe anytime – Day 01

As soon as the person confirms they signed up (you should always use a double opt-in process), they should receive an email thanking them for signing up and pointing to the unsubscribe link at the bottom of the email. You don’t want them to feel trapped. Also, if at any point they decide that receiving your emails is not for them, you should make it easy for them to exit. Too many autoresponder lists are full of people not opening emails sent to them.

2) About Us/Services and Products – Day 02

The next day, send them an email explaining what your company does. Short and simple is always the best!

3) Mission Statement/Philosophy – Day 09

Your next email gives them a bit of information. It could be, “I started this business because…” or “Here at ZYXCo, we believe that…” The important message here is, “That’s why we do what we do.”

4) Useful Information/Article – Day 13

As I said near the beginning, too many companies stop giving of themselves. This is another chance to give your new list member something to wear. Maybe it’s a checklist, or a chart they might have on their desk, or an article (one of their blog posts) that provides some useful information and solves a little problem (scratches an itch, I like to say) that they might to have .

5) What is your opinion? – Day 19

Don’t you hate it when you meet someone and any conversation is about them? We call them boors, and not just because they tend to be boring!

So don’t be that person. Create a blog post that is a poll or ask a question. Ask the people asking that question in this email and direct them to the post where you encourage them to leave their opinion or thoughts on the subject.

This accomplishes several things. First, you are soliciting their opinion, and that will make them feel important! Plus, when they go to the post, they’ll see that other people are interacting with you, so they know they’re not alone on this email-centric journey. Warm and fuzzy feelings will abound.

6) Useful Information/Article – Day 25

This is your second chance to help the people on your list. One of my dear friends has this in mind with a plaque on his desk: “Be a blessing in people’s lives.” Stretch that support muscle!

7) Direct Sales Pitch – Day 31

I’m on a couple of lists where every email I get is a sales request. “BUY THIS NOW!” I mean, that’s very exhausting. I get it: “Buy my stuff or get off my list.”

But you’re in business, and that’s what businesses do: they sell products and services. Everyone who signed up for his list knew about it. A very good way to see sales is to help each customer solve a problem that he has. You are giving a solution. It is true that not all solutions are adapted to all problems, but it does not hurt to offer them. And your last email in the onboarding sequence is a great time to do it.

And that’s a good onboarding process that will help you develop a relationship with each person on your email list.