An Indoctrination campaign could also be called a Welcome campaign, but I’d argue that calling it an Indoctrination campaign forces you to think far more strategically. A typical Welcome email usually goes something like: “Thanks for subscribing to our list, we look forward to keeping in touch with news and offers.” You know the sort of thing.
But people are joining your email list from all sorts of places – maybe they’re a new customer, responded to a Facebook ad, found your landing page via a Google search, filled in the contact form on your website, or perhaps you met them at a networking event.
A well-crafted Indoctrination campaign – that every new contact goes through once (and only once – make sure your email platform can handle that) – helps guide them along their customer journey. You’ll notice an uplift in open and click-through rates on future emails because they’ve been properly introduced. They know you. They like you. They trust you. And people buy from those they know, like, and trust.
Indoctrination campaigns typically run for the first few days or week after someone joins your list. They usually consist of a short series of one to three emails that introduce your brand on a deeper level. If your marketing automation setup allows, you might also include a follow-up via SMS or even a piece of lumpy direct mail.
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These campaigns are your chance to make a strong first impression – to say, “Here’s who we are, what we stand for, and how we can help.”
Your Indoctrination Campaign Should:
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Welcome and introduce new subscribers to your brand and personality (without pitching or pushing an offer).
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Reaffirm the benefits of being on your list and provide immediate value.
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Set expectations about what they’ll receive from you.
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Encourage a next step or action.
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Drive engagement – such as clicks to blog posts, videos, or replying to the email (a tip made popular by Neil Patel) – which also helps with deliverability at both the individual and list level.
If you’re a HighLevel user, I’ve created a free Indoctrination campaign template that makes setting this up quick and easy. If you’d like a copy, feel free to schedule a free Discovery Call.
