Why You May Have ‘Leaks’ In Your Funnel That Are Making It Harder To Grow Your Wellness Business
If your nurture starts and ends with a short welcome sequence, there’s a good chance that your funnel is ‘leaking’ somewhere in the middle and you’re seeing low conversions as a result of it.
Your welcome sequence is just the start of your email nurture.
This may surprise you as you’ve probably been taught that a 3-4 email nurture sequence is ALL you need to put potential clients on the path to working with you. And you’re probably disappointed if you don’t get an influx of calls booked or clients signing up to work with you after they’ve gone through the sequence.
Here’s why this happens and what you can do to build on the work you’ve started in your welcome email sequence.
Most people aren’t ready to work with you when they first join your list and they need deeper nurture.
It’s normal - even after a great welcome email sequence.
You’ve built some trust and authority with the initial sequence by this point but there’s still work to be done on the nurture front.
Most of your potential clients still have questions, challenges and internal conversations that need addressing.
Even an incredible email sequence can’t address all of this in just a few emails.
You’ve laid great groundwork - now it’s time for deeper nurture.
Extra nurture sequences can build on the engagement and warm up that’s taken place in the average welcome sequence and strategically take your leads further along the customer journey.
This is what’s missing in most email nurture, which can create a lot of ‘leaks’ aka subscribers dropping off (either through lack of engagement or unsubscribing).
With a good welcome sequence, you may be taking your new leads a step or two further along the customer journey but crucially, without any of the deeper nurture needed to go the rest of the way.
After scratching the surface with nurture, your leads may then be feeding straight into your regular emails to your list.
This misses a golden opportunity to show in depth that you can understand their thoughts, and the real-life scenarios they come up against day in day out, and to shift their perspective to where it needs to be for taking action.
But all of this can be done through further nurture, usually in the form of strategic sequences that go much deeper. And these sequences can also introduce them to your main offer(s) so that those who are ready to work together can do so. (You may have touched on it in your welcome sequence but further nurture sequences go much deeper and include mindset shifting, for example).
And for those who need more time and nurture, additional sequences can build on the sequences that came before. Together, they nurture and sell and because they’re usually automated, they’re doing the hard work for you as potential clients join your list and move through the sequences.
You can see how powerful it can be - if your subscribers are going through a series of further strategic sequences that help them to get to know you in more depth, along with your signature offer(s), and they’re being moved along the customer journey as a result of this, they’re much less likely to get stuck in the middle of your funnel because they needed extra nurture that wasn’t happening.
Before they ever get one of your regular emails, they’re fully warmed up on the what, the why and the how and some people will be ready to take action from that.
For those that aren’t, you can continue to nurture with regular emails, safe in the knowledge that your new leads are nowhere near as cold as they would otherwise be and they’re much further along the customer journey than they would have been if your welcome sequence was the start and end of your nurture and your nurture was newsletter-led after that.
Not every new lead will necessarily go through every core sequence you have set up. If one isn’t a good fit for them, they can skip it and only go through sequences that are relevant.
Where These Sequences Fit Into Your Email Marketing
Some of these core sequences follow directly on from a welcome sequence and new subscribers will automatically go through them. Content-led, mindset-shifting and sales campaigns are prime examples here.
Others will only become relevant at certain stages of their relationship with you - after they’ve taken a step towards working together or after they’ve bought from you or worked together, for example.
Some of these sequences can be straight-up mini sales campaigns.
Others can be content-led to sell in a much subtler way (and crucially, selling to the people who are interested in the content and may be a good fit for your offer).
With a combination of the right sequences in place, the bulk of your email marketing can run on autopilot.
There are so many possibilities depending on your business, your goals and your audience. As an email copywriter, I love being able to choose the campaigns that feel like the best fit for my clients.
You don’t need to add these sequences all at once. With some of my clients, we’re gradually adding new core sequences, starting with the ones that will have the most impact and supplementing them with more sequences as time goes on.
