New Subscriber Nurture Sequence

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  • Welcome back in this video, we are going to talk about how you onboard new email list subscribers, a very important topic, because this onboarding is critical because you're really making your first impression. And you're really making sure that this person who's joining your list. One understands who you are, what you're about, what you do, et cetera.
  • But also that they have enough context to move forward with you being it, to make a purchase or to just hang around and become one of those engaged fans that we all truly and deeply want. And really the fun, the core of consciousness building is creating fans, not just email list numbers, because numbers don't matter.
  • As I hope, you know, by now and an engaged list as much more important than a big list. So big topic, important topic we're going to cover here today. Now I had introduced you earlier to this dual circle system. And in some ways I lied to you. So we have our regular content loop. That's always flowing.
  • We've talked about that in a previous video and why that matters. And we talked about how. We didn't dive into it, but just the overall concept that you have, this new, consistent outreach it's occurring. And then those people are ultimately being added to your regular content loop. But it's not just that simple.
  • They are, it should not be that simple. If you're trying to create an engaged list, just adding people that you find to your regular content loop is not maximizing the potential of that person. And really, it's not that simple. Now, what we are going to talk about is basically where this red X is, these new people that are coming in and before they hit your regular content loop and where they will ultimately be marketed to, right, as we said, previously, only those in your regular content loop should really be marketed to because they're the only ones with the context to understand what you do, who you are, and ultimately find value in what you're offering.
  • So where this red X is. Let's talk about that and dive deep into it. That is our goal for this video. So what we're looking at here is the overall marketing flow sort of expanded. And this middle section that I call the new subscriber nurture sequence, uh, that is this red X back here. This is really the interface that you have between your new outreach.
  • And your regular content loop. And I, we call it the new subscriber nurture sequence. Um, which basically the name is what is on the tin. So no funny business here. It's really just the, uh, sequence of emails that is meant to really nurture this new subscriber and get them up to speed and really create a fan out of them before them being integrated into your regular content loop to be in touch with on a regular basis.
  • And as I said earlier, uh, where they have the potential to be marketed to. So the new, new subscriber nurture sequence, it's really about building the relationship and really to start feeling the love. So. When you get a new subscriber on your email list, they are cold. They might be warmer as you're starting to create your list.
  • And you're really reaching out to people that are close to you, right? Your friends, as we referred to them in the three stages of growth. But as you move beyond that, which you inevitably will, if your email list building, you get too cold people that really. Don't know anything about you, other than that initial piece of content that they saw you to initiate this whole process, perhaps it's your lead magnet by running an ad or maybe a guest blog posts that we talked about or an, uh, collaboration, all those top five things that I gave you in a previous video, but that's where they're starting their journey.
  • And they have some context obviously, but not a whole lot. So what we need from a new subscriber when they become added to our list is we really want to, first of all, give them value. It's no surprise. I don't think it's, uh, Too harsh or I don't think it's going to be a reality check for you. But the reality is, is people are looking for value.
  • They want a reason to be on your list. So we need to give them a reason, these new subscribers, all subscribers, but especially these new ones. So they need to get value. And they also need to get to know you just as a human being and professionally. So it's a, it's a personal and professional balance I think.
  • And all of us draw a different line of, um, How much we share online in our work, but in any case, they need to get to know you as a person and how you show up in the world. They also need to understand what it is that you do and ultimately how they could end up fitting into what you do. Now. You're never pitching during the new subscriber nurture sequence.
  • It's pretty important because I think one it's just too early, like even in a perfect world, how would they know. That they want what you're offering, you know, I don't think there's almost any way for that to really work properly and to it's kind of. I think in poor taste and is certainly not leaning itself towards creating a conscious tribe and people that are really engaged and care about what you have to say.
  • If you're trying to sell to them within, you know, two days or something of them coming in contact with you. Um, that's not universally true, but in general, I think it's important to build a relationship before selling. So they need to understand what you do. And they also to take that a step further, they need to see your uniqueness in at all, because it depends on your niche.
  • It depends on what you do, but. You're likely not the only person you might not be the only person that they are on an email list for that does something similar, but we all have our unique approach. We all have our one, you know, we are a unique, never to be repeated events. So it's about recognizing what our uniqueness is and being able to articulate it to these new subscribers.
  • So they understand that even if. There's other people doing this, you have a certain perspective that's important and is important for them to consider if they are making a choice, say between people and who to hang around with. And this is the last step is to feel part of something bigger. This is what I believe is a little bit of a secret sauce thing that Kathleen really works towards, and that I have implemented how Kathleen approaches.
  • Her work in general and tried to fit it into the context of a new subscriber nurture sequence and that's to feel part of something bigger community. Right? So many people are looking to connect, especially with like-minded people. So to me, how this. And this new subscriber sequence, these bullet points are kind of in order, truthfully, you'll see.
  • As I will show you when I break down the sequence a little bit more, but at the end, they really should be feeling a part of something a little bit bigger. Now can only be so grandiose and so philosophical. You, you know, it's not about really buying into some huge vision or anything like that, but basically I want, and we want.
  • There to be this moment that occurs that at the end of this new subscriber nurture sequence, they really do feel a part of something they've sort of graduated from this newbie thing to the regulars, you know, and the, the people to become part of your people. So I really think it's important to have that transition.
  • And that's what I mean by this bullet of feel part of something bigger. So that's the new subscriber sequence and what we're trying to effectively do with this nurture sequence. So looking back at this marketing flow, ultimately the new subscriber sequence is nothing more than a funnel. The only difference is there's nothing for sale at the end of this funnel.
  • Now I should have a little asterix on that because it's not necessarily true. And we'll talk about that. Come the end and of this particular video of if you can sell at the end of this funnel, but in general, it's not its purpose. Its purpose is to do something much more valuable, which is to create an engaged email subscriber and.
  • I don't know if you believe me or not, but I assure you that an engaged email subscriber is worth more than a quick buck, right? Because if we create true fans and then I know you will deliver great work. So if you really build on this relationship, you really do not only create a buyer, but you create a fan.
  • And the difference between a buyer and a fan is. Probably just the amount of times that they buy a buyer buys once, but a fan will probably come around often. So that's really what we're after. And that's really the fundamental core of this launching lab and consciousness building. In general, we want engaged email subscribers.
  • I hope that is not news to you at this point. So to provide even more sort of granular context to you of where the new subscriber nurture sequence sits inside of the flow inside of the overall sort of, um, marketing picture, if you will, is it's what occurs after the incentive email is sent by convert kit with your lead magnet.
  • So you remember in a previous video, when we created our landing page with our lead magnet, Is we created that incentive email as part of that landing page where when people register and they want your lead magnet, a convert kit sends what's called an incentive email where they go and they download the actual lead magnet and get confirmed to your email list.
  • So that's occurring. And then the nurture sequence for the new subscriber occurs. And then once that completes, they're added to the regular content loop. So that is the context of where the sequence lies in the bigger picture. And obviously this is when they're ready to be sold to once they're added to that regular content loop.
  • So to break down the new subscriber nurture sequence, I have created a five email sequence, and we'll talk about that if it needs to be five at the end. So just roll with me that it's five. Cause I believe that's the best starting point to be able to properly articulate everything that needs to be articulated during the sequence.
  • So the first email is the next steps and that sent one hour after the incentive. Now. I do have some timing suggestions here, but hold them loosely and we'll talk about them at the end. So the first email is all about next steps, and this is where you really acknowledged the desired outcome or pain point that the person would be feeling your perfect client model.
  • Hopefully because it obviously pertains to the lead magnet subject matter. They just downloaded lead magnet an hour or so ago. Maybe you send this 30 minutes later, maybe 15. But either way, we're really just acknowledging the desired outcome or the pain points that they're experiencing that basically led them to wanting to download the lead magnet in the first place.
  • I also like to include a little bit of a humble brag about you or how, you know, your stuff, just to lay it on thick. If you will early that you know what you're doing, uh, it's not your first rodeo. Um, and even if it is, you. Most certainly have something that illustrates that you are a person worth listening to, and it needs to be short and concise.
  • So just an example is for Kathleen, it would be something like I've helped tens of thousands of people just like you, or maybe you wouldn't say just like you, but either way it's like the humble brag is for Kathleen in this. Sort of example I'm making up on the spot is she's worked with a lot of people.
  • She has experience. So that would be a little humblebrag. I would drop in this email just to say like this isn't my first time doing this right. And ultimately it just ends with you encouraging them to really dig into the lead magnet and you could drop a little nugget to them to help them get the most out of it.
  • Just a little tip, you know, be sure to check out page four is for example, when we use with the personal values assessment, cause that's where the main juice of the assessment lies are one of our lead magnets. I'm referring to the personal values assessment. Um, but we just referred to them as just this main, uh, point to hit.
  • Focus on with the lead magnet because obviously they had just received it. So I pretty basic email, pretty simple, but um, really lays the foundation for what's next. So the next email I call flipping the script and that's something that Kathleen says, and I just love it because. To me, that's what we really want to do.
  • We want you are unique. First of all, uh, everybody is, everybody has a unique perspective, a unique thing to offer, and we really want to get good at. Showing that off in some ways. So that's what the flip, the script email is all about. And it's sent roughly a day after the previous email. So in this email, what you want to do is provide a new perspective to possibly a problem that they are very familiar with to their pain point, if you will.
  • And what you're trying to do is maybe in some ways, compare yourself to the status quo. So if someone just solves it in a basic way, You want to juxtapose how you do things differently. That's even more effective and really in some ways special, it's really your uniqueness. And it's a great way to sort of highlight what others have or are doing wrong.
  • And it's again, just a way for you to illustrate your special sauce and why they should care specifically about what you have to say with your own unique perspective. And if you're properly. Utilizing your PCM and really targeting down that way. You really have the opportunity to really speak to that individual with your uniqueness, right?
  • Because they are unique, you are unique, but you're a really, um, a meeting of the world that too. Perfect. People meant to be in some ways is what you're trying to do. And this is an optional thing for this flip, the script thing, because you really want to, um, illustrate how you're different, how your approach in general is different, but you can also share some other resources.
  • I like to do that because again, we're early on. Right. We're an email too. And the number one thing we're wanting to do with the nurture sequence, the new subscriber nurture sequence that is, is to make sure that people get value. So it's a good opportunity to add another resource on top of the lead magnet that they previously received.
  • And it could be a video, a blog post, a guide, et cetera, that maybe. In a perfect world, it would probably take the lead magnet to the next level or build on it at the very least, but it could be an alternative resource. That's also valuable to this particular person. The next email is what I call story time.
  • And it's sent about one day after that flip the script email. And this is really kind of a way of you building out the context of your flip, the script, email and number two. So. In that flip the script email, you're basically illustrating how you do things differently and how that obviously makes you successful at solving the problems that your PCM is facing.
  • Right. But the storytelling is really your way of maybe going into a little bit more detail, maybe telling a real story with names, et cetera. About how you flip the script about how you operate that is effective, Dave, and it's really another thing that it's from Kathleen's work that she refers to as called showing you.
  • No, which is really about flip the script. Email is really saying. What you did in some ways to get success, um, that your PCM would recognize as being like, Oh yeah, I want that. Whereas this, the story time is really about showing, you know, it buying what you really did more in depth basically. And you obviously want to highlight a win that you had with a past client.
  • Most likely that's, uh, Basically on the same journey as this current subscriber, again, ensuring that there's PCM and lead magnet alignment, et cetera, et cetera. But it really is just a way of opening up the subscriber to the possibility and hopefulness. Right. Well, making it known that you can help because you have real life experience.
  • That's where stories are so powerful. Is it takes it away from theoretical. I know what I'm doing and really. Allows us to implant ourselves as a new subscriber, into someone else's story. And so, yeah. Oh, I that's a lot like me. I could do that. Right. So that's the purpose of email three in the new subscriber nurture sequence.
  • And the fourth email is the relationship tester. Now I was going through some sort of terms, and maybe you want to, how I want to talk about this. And the word got lit came to mind and it's too aggressive of word because we're not trying to. Put people through the ringer or anything, but this relationship tests are part and the email nurture sequence in general is it's almost like we're a dating in some ways, we're going on some first dates to get to know each other.
  • So the relationship tester, which I suggest there's a little bit of a delayed, you can see, I say two days after the previous. So there's a little bit of a gap after this story time, but. This relationship tester email is kind of this squeeze point to test the relationship and to see how much this new subscriber is into you.
  • So in some ways, what it looks like is almost an invitation to unsubscribe, which is probably sounding scary to you, but you really want to test it because ultimately at the end of the day, as we've said, if they're not engaged, if they're only kind of on the fence with you. You know, they're not that valuable of email subscriber anyways.
  • So testing the subscriber earlier on in this nurture sequence is important for your email list, but also for your business. And again, this is sort of this critical moment before they're considered a member of your tribe, if you will, rather than just a new subscriber, because we've told a story, we really started to build your.
  • Sort of picture of you for them building up your reputation. So it's a slight nudge of a test maybe is a good way to say it. And all, obviously this allows for some degree of self pruning, right? Self pruning for your email list, which is obviously in great alignment with consciousness building in general.
  • And. At the end of this email, it includes an invitation to a deeper connect point that you have. Now, this is optional because you might not have this. So things I'm thinking of is like a Facebook group, because it might be a good way to get people. Well, it is a good way. We know it is a good way to have a Facebook groups or LinkedIn groups, whatever.
  • That is sort of your community to nurture and have contact with, but that might be too much for you to have today. So if you don't have it, it's okay. But it could, this is a prime time. If you do have some sort of group that you have to invite them, because again, this is almost that graduation point between that new subscriber thing to again, a member of your tribe, which might entail being an actual member of some group, or it might be.
  • Nothing quite as official as that, but that's the point of email for the relationship tester. Now, moving on to our fifth and final email is where we really welcome people, but also with a little twist, so welcoming people to this sort of graduation idea of moving from a sort of new subscriber to a official part of the list.
  • Now it's not something we explicitly say because I don't think they necessarily care if they've graduated, it's more for us. So with this email, there's. A sort of key thing that's occurring. Okay. Specifically that graduation, as I said, it really officially marks the completion of the sequence and it moves them into your regular content loop.
  • So when I say graduation, you're not telling them that, um, at all, it's more for us to know that. Effectively, you know, when someone has passed through this funnel, that they are ready to be considered a formal email subscriber right now, another thing that I really love to do, and it's something that has come from almost years of wondering what to do.
  • And I finally landed on. A very obvious answer and I'm sure you can relate, but sometimes it's questionable what you want to share with your audience or what your audience more specifically wants you to share. Right? You do, they want more videos? Do they like a podcast? Do they like it when you talk about X or do they prefer Y or all of the above?
  • It's hard to know. And the thing is, is you can rack your brain and wonder about it. Probably till the cows come home. But what we have found to be more effective is to ask that's right. Just literally do an audience survey. And I think that this final, this email five, the end of the new subscriber nurture sequence is the perfect time.
  • To ask someone to complete this sort of survey that you put together that asks them specifically what kind of content that they're looking for, or maybe to learn more about what problems they're facing. Right. So it's a very effective way to stop guessing what people want and to start hearing and listening to your audience and reacting.
  • No, that's something to note. The reality is only a very small percentage of people will complete the sort of survey and it should be very short, but obviously you do have to get meaningful information about it. So. It can't be 20 questions long that are all free hand filled, right? It can't be like that.
  • It should probably be multiple choice, single select, you know, select all that apply to you. Those sorts of questions. Then it should land somewhere in the maybe five questions, Mark that allows you to get a better idea of what your audience wants. Now there's some, this can be a little bit advanced in some ways, but I don't think it has to be.
  • You can just create a simple Google form or a type form, whatever you tend to like, we love type form. Um, you can learn more about it and they have a very reasonable free tier@kathleenseeley.com slash type form. But basically you just need to keep it really simple to start with because it's the, really the data that you need that will be the most helpful to you.
  • However, once you get to a stage and it's a stage that we are at is we actually tie the. Sort of results of those of that audience survey. And it's tied to our convert kit information. So if we looked at a subscriber insight convert kit, we can see how they responded to the survey questions. So then that allows us to send even more targeted emails towards them because we know what that person wants.
  • Right. So then we can start creating these buckets. Now that's something that you build up over time because you may not want to send if you only have. Maybe a hundred subscribers and maybe only 10 people take the assessment. Um, it might not be time to start segmenting your list that way and sending individual sort of targeted emails.
  • However, Obviously that's very valuable information. And especially if you're asking about specific pain points of a subscriber and they're responding, you can then know specifically what that person wants. I mean, how valuable is that information now, how to actually go into and set that up is beyond the scope of this launching lab.
  • However, it is something that you can do is you can basically tie external data that you collect. Through type form is what we use and you can loop it back towards, um, convert kit. So it's all kind of in one place allowing you to then segment your list now. And obviously at the end of this email, it is the time that they're added to your regular content loop and you have officially created an engaged email subscriber.
  • So that is the conclusion of the new subscriber nurture sequence. And you can see, I have it as five emails. So I guess now it's time for you to just go write five emails. Right? Good luck. Okay. I'm just kidding. That is very difficult. Um, we at least find it very challenging to start from zero. It's difficult to start with a blank page to write one email, let alone five.
  • So, but have no fear list launching lab and Kathleen Seeley is here to the rescue. We have a new subscriber nurture sequence formula five email template pack for you. So basically this document lays out the five emails that's available as both a PDF, but also as a Google doc that you could make a copy of and you can get in and you can see here on the screen, you can see there's red throughout the emails.
  • That's kind of where you insert your contextual information. So you really should be able to go through this and. Fill in your details, think it over. See how you want to meet the requirements of each email individually with your own context, your own stories, your own ideas, your own PCM statements, et cetera.
  • However, it's, you should find it to be a straightforward way to kind of go through and you'll create your new subscriber, nurture sequence formula, or at least version one. And that comes to the things that you can play with with this. So the new subscriber nurture sequence formula is something that we created to give you a starting point.
  • And it's basically the starting point that we have with every new nurture sequence that we end up putting together. And it's one of those things. It's almost like a perfect client model in that. There is no actual perfect client model out there for you. There's, it's an ideal thing. Right? And then you find people as close to that as possible.
  • And it's sort of the same with this is I don't think any nurture sequence we've put together has looked exactly like the one, um, That the formula lays out for you. However, it's a best starting point and I encourage you to start with it. Start with the five emails, start with the timing suggestions and the content sort of.
  • Suggestions that we make, but then don't be afraid to play around with things once you're more established and you start getting some data because it is a funnel. So you'll notice where people drop off. Now. It's pretty normal for people to unsubscribe on the first email, because obviously they maybe have got their lead magnet and that's all they want and they want to take off.
  • So that's something to keep in mind. But once you get the flow going and you have a reasonable amount of people through it, you can start making decisions of like, okay, it seems like my third email is sort of weak. I get a lot of drop-off there. Let me switch it out for this different version and to see how my numbers change once a reasonable amount of people with pass you're at that.
  • Very right. So the things to consider is the number of emails itself. It could be four emails, maybe it's three. Um, I believe we've had as short as three and as long as. Seven. I want to say, and I do start with five because I think that's a good number, but for you, it might make sense to do four or three, but again, it's up to you to try and it's something to play around with another element to play with is the timing.
  • So you can see that. I have basically it's every other day in lots of ways with a two day gap at, um, email for, but you might want to play with that. You may want to stretch out your nurture sequence or you may want to shorten it and then to see the re uh, the effects of it. Right. But. You can also play with it in a larger scale.
  • Maybe it's always every two days and then three days you can add more time. But for example, another thing you could play with is that nets next step, email, that first email, you could send it an hour after the, uh, incentive email is sent or maybe 15 minutes or maybe. You know, like five minutes, one minute, like kind of right after that, these are all things to test and to see what effects it has.
  • And you can effectively monitor these things inside of ConvertKit because you're going to get data back on every single email that sent, um, and you can see the aggregate and how things are shaping up over time. Right? So beyond timing, you can also play with the. Content the amount of content, the specific stories themselves, or how much content maybe you may have that longer nurture sequence.
  • So you can maybe go to six emails. And you can provide more content and maybe that provides more context. I don't know. It depends on maybe your PCM depends on you. Maybe depends on how much content you have created already. Another thing that I did want to acknowledge is the survey, the audience survey, although it's really powerful and it's one of those very basic ideas that I've had.
  • That's worked out so well for us. But it might not work out for you. Maybe there's not meaningful things to ask and something that's true is you might not necessarily care about what people want. Right. I mean, I know that sounds odd. We are here to serve people, but sometimes people don't know what they need.
  • So maybe asking is opening up a can of worms that you don't want to go down. So that's something to consider that the audience survey that I lay out in email five, it might not be for you. And there's this other sort of lingering thing of perhaps you can have an offer at the end. Now I really do believe that you really shouldn't have an offer at the end of your first funnel.
  • This first onboarding new subscriber, nurture sequence. However. The truth is, is it's something we are exploring. It's not something we've implemented yet, but we are playing with the idea of having a very small paid offer at the end to allow people to really experience what we would consider more meaningful work and, um, a more meaningful experience for a very small amount of money, something around $50, something like that.
  • And for us, it's really about. Again, trying to create an engaged email list and we're all in different stages. So for you again, that's why I suggest you don't have an offer, but for us who have, is an established list of, you know, we're in the tens of thousands, not the hundreds of thousands, but we sort of don't struggle getting email subscribers.
  • We're really on the crusade to getting engaged people that are. You know, not just willing to buy stuff from us, but are really engaged in what we're doing. Right. And in lots of ways, finding people that are willing to buy. They're much more, obviously engaged than someone who's not. So it's an idea we're playing with of having a small offer at the end of a new subscriber nurture sequence.
  • So it's something that I want to share with you that might be next for us. And basically, I guess, watch this space and we will always update the course and update you on our new findings to make sure everyone's current, because this is an evolving, um, Space in the world as are all things on the internet.
  • So that concludes the new subscriber nurture sequence video, and it's really time for you to dive into that template, pack the formula, the worksheet that we put together for you to start constructing your new subscriber, nurture sequence formula, and then start implementing it over time to see how your subscribers react.
  • And you will inevitably end up making changes, but no matter what, I think you'll always find that if you follow this formula, you follow these concepts, you will be creating an extremely engaged email list and that will serve you and it will serve your business forever.

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