You set up your Searchie course, membership, coaching platform, lead magnet, or other offering. Before you build a sales page and promote it, think about how you will welcome the clients who sign up. “Oh, I’ll welcome them with a welcome video in the Hub,” you say? Yes, you should do that, but you should also devise a welcome email sequence that will nurture your relationship with that client and create a good experience.

Why You Need a Welcome Email Sequence

It can be tempting to simply automate a single email that is triggered when the client signs up, providing them login credentials to the Hub and leaving your welcome and orientation materials inside the Hub to greet them. However, a thoughtful welcome email sequence can lead to a better experience for your clients—and more revenue for you.

In fact, fully activated (engaged) clients spend 23% more than the average customer!

Here’s all you can accomplish with your welcome email sequence:

It’s a Chance to Set the Tone and Expectations

Your welcome email lets the client know what to expect, from how often they’ll hear from you to how to get help if they need it. Your policies (such as, “I respond to your emails within 48 hours”) will reduce frustration later.

It’s also a good idea to let them know that more emails are on the way to help them get started. I suggest ending each of the emails in the sequence by telling them when they’ll get the next one and what it’ll cover.

Let Them Get to Know You Better

The folks who sign up for your offer may be repeat clients who know you well, or they could be people who wanted what you’re offering but have no history with you. Your welcome email sequence can let them know more about you, your story, your values, and your personality. The more they can get to know you, the more trust and confidence they’ll have in you as they embark on your offering.

Strike While the Iron (Excitement) is Hot

When someone makes the decision to invest in an online course, membership, or coaching program, they feel a rush of excitement. Perhaps they’ve been wrestling with a particular pain point for years, and you’re about to help them overcome it! This is the time to keep their excitement and commitment going and to shepherd them into the Hub so they can reap all the benefits.

Develop or Deepen the Relationship

By asking questions in your welcome emails and encouraging replies, you create an opportunity for direct communication between the client and you. This moment of being seen and heard can create an impactful connection.

Share Other Resources

The welcome email sequence is a good opportunity to encourage your client to read your blog, join you on social media, or learn about your other offerings, whether they are free or paid. You want them to jump down the rabbit hole that is your content.

How to Create Your Welcome Email Sequence

I use ConvertKit (which is a native integration with Searchie now!) to create and automate my welcome email sequence. Here’s a general example of the sequence of emails:

The first email would welcome them to the program, provide their login information, provide a Hub tour video, cover any general housekeeping information, and ask the client what they’re hoping to get from the program.
I get more personal on the second email, in the form of a personal note from me. I invite them to join the Facebook group or other forum and share more about my personality and expertise.
The third email would show the client how to use the program’s calendar so they always know what’s coming up.
This email would help them learn to use the Hub effectively (such as the Searchie search bar) and would subtly urge them to begin or complete their onboarding.
My final note lets them know that it’s the last email in the series (so they don’t think I’ll be emailing them daily forever!). I make sure that I leave the lines of communication open by sharing how they can reach me in the Hub with any feedback, questions, or comments.

A Good Welcome Sets the Stage for Success

Think about online programs you’ve taken in the past. Which ones took you through a thoughtful welcome sequence, and which ones put the onus on you to enter the portal and poke around? I’m willing to bet that the ones that provided a welcome email sequence made you feel more connected, supported, excited, and prepared. I want all my clients to feel the same way—and I know you do, too.

Do you know that I offer a Searchie Hub review called Check My Hub? If you have a Searchie Hub in the works (or up and running) and you’re looking for actionable feedback from a pro who has created hundreds of Hubs, this service is for you.

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