I was first introduced to a “Best Of” or “Indoctrination” autoresponder sequence of emails by Digital Marketer. You can see their great Welcome Email Template post for a breakdown of all the pieces and how to structure individual emails. If you aren’t familiar with the concept, a “Best Of” autoresponder is sent to your new subscribers (opt-ins) and consists of a Welcome email and then 1 or more emails that arrive daily and contain bonus content and information. They inform the subscriber on the products and services you provide. Ideas include calls to action for them to: read your most commented blogpost, take your quiz, take some of your free training, request that you make them part of a Facebook group, sign up for a 15-minute strategy session, use a coupon to purchase one of your most popular products, and so on.
Your goal is to take someone who was interested enough to sign up in the first place and get them really excited about your ecosystem of content, products, and services. You are getting them familiar with your voice, the content you provide, as well as getting them in the habit of making microcommitments along the way.
Clearly this helps you and your business: you get subscribers that are more engaged and more likely to purchase something from you in the future. But how does it help them?
It’s like a Coffee Date
A Best Of sequence gives your new subscribers a better chance to see if they really want to go on the next date with you without too much commitment. They’ve already shown that they were interested enough to opt-in for your free gift: now they can decide whether they should respond to your texts They get to hear your voice, in this case your marketing copy, see your face in headshots or Facebook Live videos, and all of your other compelling attributes. (All attribution for the dating analogy goes to Digital Marketer.)
They get to see all the ways you can help them
The original free gift that you delivered them solved one of their problems. Since that gift was in alignment with all of the other things you do they will see in your Best Of emails that you can help them with so much more. This is incredibly important to remember: when they opt in the only thing they know about you is what was provided by your free gift. They don’t magically know about your mission and how you can help them in a much bigger way and ultimately that’s why you are in business!
A Best Of sequence shows your new subscribers that they are part of a bigger community. People long for a community that has shared ideals and problems whether it’s a high dollar mastermind group or a group of people that enjoy your art and the things you make. Your ability to engage them in your community is the same as your ability to build your tribe.
Next Steps For YOU
I wasted about a year by not having a Best Of autoresponder in place. It just kept getting pushed down the priority list but it is much more important than that. My suggestion to you is to start with just one great Welcome email that everyone gets and put that in an autoresponder sequence. Get that going now and then start adding more that arrive on successive days. We now have a number of emails including ones about our blog, the podcast, our live events, as well as calls to action to buy a low dollar item. Trust me, you won’t regret it.
Do you have tips, tricks, or experiences with your Best Of sequence? I’d love to hear about them in the comments below.