Happy Friday! Let’s dive straight into it.

• Never skip the welcome sequence. Three reasons why sending an email welcome series is non-negotiable.

• From our swipe file: 5 bite-size marketing lessons. We share some of our favorite quick hits from the past few weeks.

📩 Never skip the welcome sequence.

So you just got a new subscriber to your email list — congrats! Now, it’s time to make the right first impression. How do you do that? By sending a welcome email sequence.

So many B2B companies skip this step. But it’s non-negotiable!

Sending a welcome series is essential for three reasons:

#1 - Keep momentum with new subscribers.

When someone downloads a piece of your content or subscribes to your email list, the hard part is over! They’re already paying attention to you.

Now that they know who you are don’t let them forget it! Get more touches on them quickly so you stay top of mind.

Think of it this way… imagine you’re at a party, and you meet a friend of a friend for the first time. You get along well and have a great conversation. So you exchange phone numbers so you can stay in touch.

When do you think is the best time to text them? The next day or a month from now?

Obviously, the next day. You’re both still excited about your recent conversation because it’s so fresh in your minds. If you wait, you lose momentum and maybe your chance to chat again.

#2 - Inform new people about who you are & what to expect.

Disappointment stems from unmet expectations. So make sure you set expectations very clearly!

In your welcome series, clearly explain who your company is, what you do, and why the reader should care.

#3 - Start building the relationship.

In the B2B world, buying cycles are long, there are multiple stakeholders, and closing a deal takes a lot of touches.

Chances are you’ll need to send this contact dozens or maybe even hundreds of emails before they’re ready to buy from you. So you must start building a relationship with them ASAP.

Provide value to them right away. Keep doing that over time. Eventually, a great relationship will grow.

And even if that contact doesn’t end up buying from you, you never know where a relationship will lead. Maybe they have a friend who’s looking for your solution. Or perhaps their spouse's company is about to fire their current provider. That could be your opportunity.

After all, referrals and word of mouth are often the most powerful types of marketing. So, work to build great relationships with everyone. It can pay you dividends later.

📰 In the news this week.

📙 A playbook to write better B2B content.

🛒 TikTok pushes native shopping.

👦 “Kidfluencers” get paid.

📈 Reddit launches first-party measurement tools.

😵‍💫 For ABM marketing, don’t get lost in technology.

🗂 From our swipe file: 5 bite-size marketing lessons.

Here are some quick hits we’ve added to our swipe file in the last few weeks.

1) The fastest way to lose

2) The purpose of copywriting.

Copywriting is about information transfer. Clarity wins over flowery language.

3) Give away information. Sell products.

4) Make your reader participate.

Don’t write at your reader. Instead, make them an active participant using words like imagine, remember, or picture.

5) Creativity vs. productivity

Productivity tips and tricks are everywhere. But almost no one focuses on improving their creativity skills. Creativity is the best way to make your marketing stand out. Set aside time to hone that skill, too.

😂 Marketing meme of the week.

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