The key to getting new subscribers to take the next step


They came (to your website), they saw (what you do), are interested in hearing more, and subscribed to your newsletter. But they’re not ready to make an appointment or contact you with questions. 

What should you do? 

As soon as they subscribe, you should send them your “Welcome Sequence”–a series of emails that tells them who you are and how you can help them, invites them to learn more, and tells them what to do if they have questions or want to speak to you. 

A “Welcome Sequence” is a series of 5-7 emails (but it could be more, or less), that everyone gets as soon as they sign up for your newsletter, sent automatically by your email service provider via an autoresponder. 

Your welcome sequence acknowledges their problems and your solutions, provides information about you and your services, and tells them what to do to learn more.

And it’s important. It’s their second (third, fourth, fifth, etc. impression of you, the first being when they visited your website or blog, and it is the key to getting them to take the next step. 

More than providing information, your welcome sequence needs to make the new subscriber feel a sense of relief about finding you. It should make them feel good about you and be hopeful about getting the soluton to their problem. 

You do that by talking about them and their problem more than you talk about yourself. You also talk about your other clients who are like them or have had similar problems. 

The good news is that you don’t need brilliant sales copy to do that. In fact, the best thing you can do is to “be normal”–talk to them the way you would if they were sitting in your office or talking to you on the phone. 

Normal is vastly underrated.

Don’t try to impress them. Don’t make your messages all about you. Ask them questions about them and their situation and give them general guidelines about what’s possible via “If/Then” statements. 

Tell them what to expect about your newsletter—what you’ll be sending them, how often, where to go to get more information, and what to do if they want to speak to you. 

Tell them enough, but not too much. Whet their appetite to learn more. 

You know, be normal.

Email Marketing for Attorneys