Write an email welcome series that immediately connects with clients
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 elses’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:
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.
Here’s what those emails should include:
Welcome the subscriber to your list
Explain what you’ll be emailing them about
Start a conversation by asking the subscriber to tell you about their experience level with yoga, or by asking them what they’re struggling with right now
For example, your email might look like this:
Subject: Welcome! (And a quick question)
Hey FIRST NAME,
I’m so happy to have the opportunity to connect with you this way! Thank you for being here.
You can expect to receive emails from me that will help you along your yoga path. I’ll also let you know when I have events coming up that I think would be great for you.
Right now, can you do one thing for me?
Reply to this email and tell me what’s working, and what’s not, in your yoga journey right now.
The more I know, the better I can help you.
P.S. I’ll be back tomorrow share the story of how I got into yoga.
See how it’s really simple? You can get a lot more advanced, but this is a great start.
Tell a story about how you got into yoga
Talk about the positive changes in your life that came as a result of your consistent yoga practice
Share your beliefs about what yoga can do for people like the subscriber
Invite the subscriber to share which changes they’re looking to make
For example, you could write something like this:
Subject: How I got rid of my chronic stress with yoga
It was the summer of 2011 and I wasn’t happy.
I worked 9 – 6, Monday through Friday, but I was never really “off work” even in the evenings or on the weekends. My job was so stressful that I had become perpetually cranky. My relationships suffered and I felt miserable.
One day, a coworker invited me to a yoga class after work. I didn’t know what to expect, but I felt so relaxed after that first lesson that I starting going to yoga class three days a week.
I got rid of my chronic stress and—my my family tells me—I am now a pleasant person to be around!
Did stress bring you to yoga as well?
We know a consistent yoga practice will help us lower stress and feel more at ease. This is particularly true when you deepen your practice by attending workshops, retreats, and trainings. More about my workshops later!
For now, FIRST NAME, I’m curious: How did you first get started with yoga? What changes were/are you looking to make with your practice?
You get the point? Tell a personal story so that your subscribers get to know you a bit. Have them feeling something. Build an emotional connection.
Explain how you are different from other yoga teachers (in marketing-speak: what your unique selling points are)
Talk about the services and programs you offer and add links to your websites
Explain how these services can help the subscriber achieve their goal(s)
Ask the subscriber to book one of your services
Try something like this:
Subject: Why I teach small classes and workshops
Hey FIRST NAME,
In most yoga classes, the teacher hardly makes any personal corrections to students’ asanas.
And that’s not surprising when there is one teacher for 18 students.
The thing is, it’s important to get personal feedback. A teacher can say “try to bring your right knee a little forward in this pose”—but what if you need to bring your knee back rather than forward?
That’s why I’ve chosen to teach small classes and workshops where I can give each student personal attention.
It makes my classes a little more expensive, yes, but you get so much more out of them.
Attending one of my small, intimate workshops is one of the best ways to maximize the physical and spiritual benefits you get from your yoga practice.
Register for my next workshop now (add link)
The key to this email is that the “Register for my next workshop now” link should be a big, obvious button that takes the subscriber to your workshop booking page. By including a prominent call to action in this way, you are guiding people towards taking the action you want them to take.
MailChimp.com offers a great, low-cost email management system. You can quickly and fairly easily set up your email automation and manage all of your email contacts. It integrates with your website and social media, so people have multiple ways to join.
Need a little extra help? We offer an email series welcome package.
Learn more: MailChimp Email Automation Set-Up