By Office D.SHARP

Setup a sequence of emails using your email newsletter software’s automation or sequence feature that will be sent automatically to all new email list subscribers. The purpose of this exercise is to help introduce new prospects to your firm in an automated and controlled way using email, which is the marketing channel with the highest rate of delivery.

Decisions required.

When constructing a nurturing sequence, having a handful of blog posts or videos will really come in handy – but if you haven’t reached that stage yet, then sending recent media coverage of your projects, or a profile of your firm and a few of your projects, will be a great start.

If your firm hasn’t been covered much, and your haven’t created your own content, and you’re struggling to think of what to send in a sequence – then I’d start by creating a series of educational emails containing interesting links to articles, videos, TED talks, projects, books and podcasts episodes that inspired you, and might inspire your prospects too. If you go down this path, then I’d make sure to describe the content of the emails transparently on your site where visitors are able to sign up.

A good frequency for an email sequence designed to welcome and educate new subscribers is fortnightly.

Visit your website? Reply to discuss a project or learn more? Share it on Linkedin? Email it to a friend? Identify a clear goal for each, or all of your emails, and leave a reminder at both the top and bottom of the email.

In my experience, emails that feel like regular emails perform a lot better than immaculately laid out newsletter templates that we’re accustomed to ignoring. It’s a good idea to select a plain-text email template and take it easy on the images, logos and graphics.

Action items.