Your ‘nurturing’ welcome sequence is leaving money on the dining table
cash in on
the potential
of your email list.
it’s just sitting, waiting for you…
with the Anti-Welcome Welcome Sequence
forget everything
you’ve been told you about
welcome
sequences
While everyone else is shouting about the importance of ‘nurturing’ (*yawn*) versus discount codes and countdown timers
…we're taking a radically different approach.
Nab the secret weapon of successful email campaigns:
Emotional intelligence.
We'll show you how to craft email sequences that resonate on a human level, building legit conversations with your audience.
That's the potency of emotional intelligence in email marketing.
first impressions count
so now these guys are now killing it
get ‘em buying
earlier
in the customer
journey
Crack the whip and turn your first automated flow into a 24-7 workaholic (without the red card from HR).
Imagine the peace of mind knowing that the right messages are being drip-fed to your newest leads.
Tap into your customers’ psyche
↓
Consistently drive sales
↓
Build customer loyalty
You can then stop adding more email-related rainbow blocks to your GoogleCal. And you get back back to the product development, the influencer contracts, the planning for next quarter, and all that jazz.
beating the
benchmarks
by over 15%
Misa Hay, Shetland Wool Adventures
>> Creative travel coordinator + retreat facilitator
Shetland Wool Adventures’ welcome sequence was driven by a strategy that addressed her subscribers with emotional intelligence: aligning with their intrinsic motivators to engage with the brand.
And so her email stats blew Klaviyo’s 2024 benchmarks out the water.
Klaviyo’s industry average click rate = 5.84%
vs SWA’s open rate = 21.5% (that’s +15.66% above average)
Just imagine.
Your founder gets back from their long weekend at the Lakes.
Within 20 minutes, you’ve got the upwards head nod from them and an impressed eyebrow-raise across the office floor.
Why?
They’ve just seen their email notification confirming the weekend's spike on Stripe…
All thanks to your emails.
you define the terms
of your relationship
with your customers
(whether you realise it or not)
When a subscriber signs up to your welcome sequence, this is when they have the highest level of intention to listen to you.
So you need to capitalise on this moment. The longer you dawdle, the less proactive they’ll be.
And the more passive they become, the less they’ll listen to you.
Get them in the habit of opening your emails *and* taking a second action.
That's why the Anti-Welcome Welcome Sequence is designed to increase your revenue within 30 days of going live.
Since launching the new thing we worked on together, my clients have seen ➝
A revenue increase of 63% per staff member
>> Japan Powder Connection
Average time spent on each page went up 35%
>> Noted PA
Website traffic jumped up 9x times
>> Baya Domes
That’s more exposure, more engagement and (ultimately) more dollar-dollar bills in the bank.
Introducing…
the anti-welcome
welcome
sequence
Increase your click-rate and purchase-rate of new subscribers less than a month old.
There are two different ways we can do this >>
OPTION #1
LOVE AT FIRST SIGHT
For a powerful start to interacting with your customer, that's set up for longevity —
>> £3,600
Boost sign-ups with your own email sign-up box audit
Welcome email sequence priming prospects to buy + shifting mindsets
Learn more about your customers with new segmentation opportunities
You’ll then get a bespoke optimisation report, once it’s been out in the wild for a couple of months, to keep those click rates and purchase rates rising
OPTION #2
A BLOSSOMING ROMANCE
For a customer journey that sensitively guides your primed and prepped prospects towards the sale
>> £7,400
You get everything in the first option, plus:
New copy for your or email sign-up box or landing page, to boost your subscriber rate
An email-list growth strategy (whether you’re using your socials, ads, blogs or lead magnets to up your numbers)
Optimise their next step in the customer journey for more lucrative conversions, with a new sales page, landing page or series of PDPs
throw the ‘best-practice
formula’ in the in
When you see welcome sequences are heavily influenced by what *seemingly successful* competitors (or the Mailchimp templates), you start to feel limited by a framework.
You aren’t able to convey the epicness of the thing you sell. And your personality gets squished into a box.
You want to break free from the conventions of those who came before you. And powerfully present your genius-ness to your future customers.
That’s why you need the AWC Trifecta.
You want to hit your KPIs and OKRs, right?
They want to be able to taste the performance gains your product/service will enable — that’s done by supporting them in making an emotion-led decision they can be confident in
I’ve worked in the outdoor and sport industry for over 15 years — I live in that world, so I know what it takes to trigger that trust you want from your ideal customers
And the sweet spot in the middle? That’s where your copy sits.
A FUNNEL THAT
FUELS YOUR
CUSTOMERS’ LOVE
OF THE OUTDOORS
Jen Vielleux, Japan Powder Connection
>> Backcountry ski touring + cultural experiences
“I have been truly impressed with Alice’s growing talents for writing on many different platforms.
Combined with her dedicated, goal-oriented, high-efficiency work ethic, Alice’s services have become a key, indispensable component of how we work and grow the company.
Alice diligently tracks the results of her efforts and uses tools to measure progress.
I can say without a doubt that Alice’s work has yielded direct results with increased traffic, SM engagement, and client enquiries, which have noticeably increased our volume, enabling us to share our passion with more and more adventurous people every day.
I could not recommend Alice’s services highly enough to those aiming to grow their business.”
a human-centric
approach to building
relationships
In my years as a surf and ski coach, I saw — firsthand — how our customers adored being in the sea and snow.
But new customers and prospects were always hesitant to get out of their comfort zone.
It was only through addressing the barriers (rational, emotional, even psychological) that we were able to persuade them to start believing in themselves. To try a steeper slope. Or go for a bigger wave.
It’s through building momentum — driven by human psychology — that we can inspire and motivate your customers to invest in you (both emotionally and financially).
That’s how we turn your brand ‘lurkers’ into customers with real LTV.
all you need to
compliment your
welcome sequence
not your average
copywriter
who just makes
words ‘sound nice’
You’re getting a process that’s been honed over the last 5 years. Responsible for getting many an undecided prospect over the line.
-
Everyone wants to perform.
They want to optimise their personal performance, be it outdoors/in sport/when it comes to their wellbeing.
And YOU want your emails to perform, in a way that’s measurable (not just ‘nurturing’).
Market landscape analysis
Customer interviews + voice-of-prospect gathering
Feedback reviews
You’re only able to create messages that resonate and convert when you can speak to your customers. Using their language.
-
Your products solve a problem like no other.
But your inferior competitors can taint prospects’ beliefs around what products in your category can solve.
We need to turn product-aware and hesitant prospects into customers that are most-aware with high intent.
So sometimes a mindset shift is necessary, to open up your prospects to new possibilities.
Message development
Buyer psychology research
Customer journey mapping
Think of your welcome sequence like a journey you want your customer to join you on.
For that, we need to craft interactions that trigger positive emotional responses.
And drive action.
-
Every hour I pore over your new welcome sequence choices, our environmental footprint grows a little fatter.
Together, we can protect the place where I spend most of my free time: the sea.
So once we kick off a project, you’ll also get baby coral planted in your name to sequester the carbon created from our internet hours together.
-
Your email copy should sound like you. It should feel like you, look like you, smell like you.
But you want to make sure they see you as the pro in your industry.
We’ll find where your brand can perfectly balance on the precarious personality<>professionalism see-saw.
Brand voice analysis
Conversion copywriting techniques
Activation of your brand values
Let’s bottle up your brand’s unique flavour of human-ness and spritz it all over your copy.
To make you more memorable.
So readers reckon they’d like to go for a pint with you.
-
Looking at performance metrics and then optimising: included as standard.
We don’t just want to get you new leads.
But leads that actually buy (who are also more primed to stick around longer = better LTV).
Within 2 weeks of it going live, I want to [%increase?] your conversion rate.
Then we’ll review, edit and analyse to optimise for version 2.
Setting KPIs to achieve by the end of our work together
Setting a baseline, from reporting on current analytics before we start
Engagement and conversion tracking throughout
Email optimisation consultancy after the first version goes live
business-wide +
multi-platform
growth
Krissie Leyland, Kollectify
>> Co-founder and CMO
“Until I did the research phase with Alice, I thought I knew my customers.
But because of the questions that Alice asked me and the questions she asked my customers (we went really deep - I’d ask a question and she’d have a follow-up that would help us go layers deeper) she allowed us to speak to our customers in their language.
I’ve worked in marketing for over 12 years but her approach connected with them far more intimately than what I’d created in email before.
Because of her strategy, my programme sales increased by 25%.
The copy that you came up with was usable for social media as well, to hook more people in and get them in at the start of this funnel too.”
creating
momentum
Gone are the days of writing off your welcome sequence as an untrackable, awareness-building exercise, that *fingers-crossed* will serve you down the line.
The Anti-Welcome Welcome Sequence is top-of-funnel marketing that can be tracked and analysed.
Because tracking and analysis increases the impact you make on customers’ lives (and influences those all-important conversion $$$ metrics).
This is your kinda thing, if you get stoked on the idea of…
* Storytelling through email – messages readers can connect with
* Locating the most effective way to craft touchpoints across the customer journey that initiate mindset shifts in your customers
* Stopping subscribers going cold (before they’ve turned into paying customers)
You can sling your hook if you just wanna…
* Hire someone to write a nurture sequence that looks like your biggest competitor’s
* Find a traditional email agency that just thinks about the design and automation, whilst neglecting the thing that actually converts: the messaging + the copy!
* Get given copy that ‘sounds nice’ – instead, everything is driven by data and research around what your customers are doing, thinking and feeling right now
WANT LTV FROM
YOUR SUBSCRIBERS?
START STRONG (AS YOU
MEAN TO GO ON)
OPTION #1
LOVE AT FIRST SIGHT
For a powerful start to interacting with your customer, that's set up for longevity —
>> £3,600
Boost sign-ups with your own email sign-up box audit
Welcome email sequence priming prospects to buy + shifting mindsets
Learn more about your customers with new segmentation opportunities
You’ll then get a bespoke optimisation report, once it’s been out in the wild for a couple of months, to keep those click rates and purchase rates rising
OPTION #2
A BLOSSOMING ROMANCE
For a customer journey that sensitively guides your primed and prepped prospects towards the sale
>> £7,400
You get everything in the first option, plus:
New copy for your or email sign-up box or landing page, to boost your subscriber rate
An email-list growth strategy (whether you’re using your socials, ads, blogs or lead magnets to up your numbers)
Optimise their next step in the customer journey for more conversions, with a new sales page, landing page or series of PDPs
How are you going to get them to stick around, turning them from passive-scroller to loyal customer?
1// You just need to fill in the 5 min form below.
2// I might be in the sea right now, so I’ll get back to you when I’ve warmed and am a little less soggy (within 2 working days). Then I’ll pop you a message to set up our disco call.
3// We’ll hop on Zoom to establish the impact a higher-converting welcome sequence could should have on your business. If I reckon we’ll be a powerhouse team working together, I’ll send you over the paperworky bits to kick things off.
Get your subscribers buying earlier in the customer journey.
With a welcome sequence that’s trust-boosting. Expertise-proving. Irresistibly clickable. Naturally convert-able. And revenue-sparking.