Imagine this… you’re teaching a yoga class at someone else’s studio and a student approaches you after class and asks if you offer workshops. She loved your class and would like to learn more.
Writing personal emails to every student who would like to learn more about your services is going to be a lot of work. And it’s easy to just send her to your website, but life happens and maybe she forgets to check.
What if you could get in front of each potential student/client/customer a few times and really tell them about yourself? What if you had the chance to demonstrate that you understand their problems and desires, and tell them how you can help?
THIS IS HOW AN EMAIL WELCOME SERIES REALLY COMES IN HANDY!
Here’s what you say to that student after class:
“I do offer workshops! In fact, I have a few coming up soon that you’d probably love! Why don’t you tell me your email address, and I’ll send you a few emails with more information?”
The vast majority of students will happily give you their email address on the spot. And guess what? Now the follow-up is on you! You control whether the follow-up happens. You’re not at the mercy of someone else’s distracted life.
Once you have their email address, you add it to your list. If you already have an email series set up, then they will automatically get it! Set it up once and automate it – saving everyone time!
SETTING UP YOUR EMAIL AUTOMATION
You’ll have set up a series of 3 automated emails that go out to each new subscriber. In these emails, you demonstrate that you can help them achieve their goals using yoga. You demonstrate that you understand their problems and that you offer services designed exactly for them.
This is how natural email marketing can be!
It will take the pressure off of your in-person encounters and it will introduce you to people who find you in some other way. It’s just a matter of setting things up.
Now, when I talk about email marketing, a lot of people think “newsletters”. A newsletter is a long email with sections that cover many different topics. “I offer a new class”, “this class has a changed schedule”, “I just did an extra couple of hundred hours of teacher training”, and so on.
The problem? Nobody reads all the way through newsletters. And writing them can be a huge time suck.
This is not about writing a newsletter every month! You simply set up a series of automated welcome emails. You set these up once and they’ll run as long as you need them to. You can do more with email marketing than only introducing people to you and your services, but it’s a great place to start.
SO WHAT DO YOU WRITE IN A SEQUENCE OF AUTOMATED WELCOME EMAILS?
Basically, your welcome sequence will include the following:
- Introduce yourself
- Thank them for connecting and invite them to share a little about themselves
- Briefly tell a story or two about your yoga journey and link to the about page on your website for them to learn more about you
- Share which services you offer, how they can help, and links to learn more/sign up
- Invite the subscriber to book one of your services
First, you introduce yourself and start a conversation because you want to get to know your subscribers better. After all, the better you understand them, the more value you can offer them (which translates into more sales for you).
Second, you tell a story to build connections, because people buy from people they know, like, and trust.
Third, you tell the subscriber about your services. It’s easy to assume that everyone knows which services you offer. But many people don’t know! So don’t take that chance; tell them explicitly.
When you’re first starting out, three short emails with these points are plenty to get started. One email per day. The first goes out immediately after someone subscribes, the second goes out a day later, and the third a day after that.
Download my free templates to get your email started!