Indoctrination Series Template

Message #1 – Send Immediately (TO NEW SUBSCRIBERS ONLY)

Ever heard the old saying… “You only get one shot at a first impression!”?

That’s exactly what the welcome mail is… it’s your ONE and only shot to make a strong first
impression, connect with your new subscriber and stand out in their mind (AND INBOX).
The job of the welcome mail is to introduce yourself and your company to your new
subscriber, align yourself with them, set expectations for exactly what they will receive
now that they’re “on your list”, restate the benefits of being a subscriber, get them to make
micro-commitments, and “open a loop” that captures and holds their attention.

In short, this email is ALL about engagement….

Subject: Welcome to [COMPANY NAME]! Here’s where to start…

Subj (alt): You’re in! Now, let’s get started…
Subj (alt): Subscription confirmed. Welcome!

Body:

Hi [NAME],

My name is [ENTER YOUR NAME HERE] and I'm the [ENTER YOUR TITLE HERE] of
[ENTER COMPANY NAME OR WEBSITE URL HERE].

I just wanted to take a second to say hi and welcome to the family!

Becoming a subscriber is the best first step you can take in your journey [INSERT
TOPIC/DESIRED RESULT HERE – ex. “to becoming a world-class tomato grower…”]

So, now that you’re in our circle and are officially on your way to becoming [INSERT
DESIRED RESULT HERE], we want to provide you with as many resources as possible.
(More on that in just a bit…)

Here’s what you can expect from us each week:

 [DESCRIBE WHAT THEY’LL GET…]

 [ALONG WITH EXPECTED FREQUENCY…]
 Premium resources from recommended vendors/experts from time to time
(but only once we’ve vetted them)  say something like this if you plan to
send ads or affiliate offers

Sound fair?
Good. :)

Now, here’s what you need to do NOW to get started:

Step 1: It’s important you know exactly what you’re getting yourself into. Here’s a
video/post/article that explains what we’re about and why we do what we do:

[LINK TO MISSION or ABOUT US PAGE/VIDEO]

Step 2: Let’s get social! Take a moment to visit our social pages and give us a quick follow.
These channels are constantly being updated with new content, important announcements,
and some pretty cool behind the scenes coverage of the [COMPANY] team in action. Join
the conversation so you don’t miss a thing!

Follow the Official [COMPANY] pages here:

Facebook:
[LINK TO COMPANY FACEBOOK PAGE]

Twitter:
[LINK TO COMPANY TWITTER PROFILE]

LinkedIn:
[LINK TO COMPANY LINKEDIN PAGE]

Instagram:
[LINK TO COMPANY INSTAGRAM PROFILE]

Step 3: Make sure you’re getting our emails in your primary inbox by whitelisting us!
Over the next few days, you’ll be receiving a few “gifts” from me and my team, plus a
[INCLUDE CURIOSITY DEVICE HERE ex. “…plus a somewhat embarrassing photo of me
in the next email.”]

I want to put my best foot forward and share our most valuable content with you, so please
take a second to make sure my mails are getting delivered to the right inbox! (Go here for a
simple whitelisting guide: http://www.digitalmarketer.com/whitelist-instructions/)

That’s all for now. You’ll be hearing from me again very soon… :)

Talk tomorrow,
[ENTER YOUR NAME HERE]
[ENTER YOUR TITLE HERE]
[ENTER COMPANY WEBSITE HERE]
P.S. The next few days are gonna feel like Christmas, because as an added bonus for
subscribing, I’m going to be sending you my “best of the best” [blog posts/articles/case
studies/videos/tools/swipe file/etc.]

Tomorrow the first “best of the best” will hit your inbox, so stay tuned…

...it’s gonna be good. :)

*************
OPTIONAL: If you’re willing to get a little more personal (and actually read and
respond to the emails) the P.P.S. is below is a terrific way to increase engagement
with your new subscriber AND find out exactly why they joined your list… what their
biggest pain point is right now.
*************

P.P.S. If you have a second, I'd love to know:

Why did you subscriber to [ENTER COMPANY NAME OR WEBSITE URL HERE]?…

What can we do to help you solve your biggest problem right now?

Just reply to this email or shoot me a quick email at:

[ENTER YOUR COMPANY EMAIL ADDRESS HERE]
Message #2 – Send one day after welcome email

The following email is designed to welcome new subscribers and expose them to your best
content. This series is especially ideal for brands that have invested heavily in content
marketing and have evergreen articles, videos, and even podcasts they want to showcase.

NOTE: Since this series is designed to be stacked with a “Welcome Mail,” it’s best if the
welcome mail that precedes this series can include a P.S. (or P.P.S.) that alludes to the fact
that they’re getting some of your best content, otherwise the recommended subject lines
becomes incongruent and will need to be changed.

Subject: I’m keeping my promise…

Subj (alt.): Here’s your free gift (as promised)
Subj (alt.) Free gift (1 of 3)

Body:

Hi [NAME],

Yesterday, I promised you I would be back bearing gifts :)

So, here I am, delivering the best of the best content that we have to offer!

I promised yesterday that I would send you one of our three most popular [blog
posts/articles/case studies/videos/tools/etc.]...

...but before I do that I wanted to introduce myself.

[INSERT PERSONAL PIC OR VIDEO. IT CAN BE YOU WITH YOUR FAMILY OR YOU AT THE
OFFICE WITH YOUR TEAM...WHATEVER IS APPROPRIATE. JUST MAKE SURE IT’S FUN AND
SHOWCASES YOUR BRAND’S PERSONALITY AND PURPOSE.]

That’s a picture of me with [DESCRIBE PIC AND WHY IT’S SIGNIFICANT]

**************
BEGIN EXAMPLES
**************

EXAMPLE #1: That’s a picture of me in a remote village in South America after helping dig a
new well. You may not realize it, but we donate 10% of all sales to water-related charities
around the world.

EXAMPLE #2: That’s a picture of me with team at a recent office party. As you can see, we like
to mix business with pleasure, because at the end of the day we love what we do! (And we’re
pretty dang good at it.) I look forward to putting this same passion and enthusiasm to work
for you!

EXAMPLE FROM DIGITALMARKETER’S INDOCTRINATION SERIES:

Let’s start with everyone’s favorite - my Million Dollar Napkin.

Despite how embarrassed I am to share this duck-faced selfie, there’s a reason I’ve never been
able to phase it out - this napkin is actually the foundation of DigitalMarketer.

Back in 2006, a colleague of mine bet me I couldn’t put my entire business model on a cocktail
napkin. (And, me being me, I had to prove him wrong.) So, I accepted the challenge, and as a
result of that clarity, I made over $1 million that year.

Pretty cool, huh?

Since then, I’ve grown up a little bit and decided it’s kind of my moral duty to share this with
my DigitalMarketer family. It’s called Customer Value Optimization and it is the foundation of
everything we teach.

**************
END EXAMPLES
**************

Ok, now that we’re not strangers anymore...check this out:

[LINK TO “BEST OF” CONTENT]

This is the [blog post/article/case study/video/swipe file/tool/etc] I promised to send you.

You’re gonna love it. It’s about [HINT AT BENEFIT AND END RESULT WITHOUT
REVEALING THE EXACT TOPIC].

Go [watch/read/download] it now, because there’s more coming your way tomorrow...

Talk soon,
[YOUR NAME]

P.S. Ok, so I changed my mind...

Since I like to always under-promise and over-deliver, I’m going to go ahead and give you
your second gift today instead of having to wait until tomorrow.

(See, it pays to read these messages from beginning to END.) :)

Here you go:

[LINK TO “BEST OF” CONTENT #2]

Tomorrow your third gift will hit your inbox, so keep an eye out for this subject line:
[INSERT SUBJECT LINE FOR NEXT EMAIL]
Message #3 – Send two days after welcome email

This email picks up where the previous email left off. In it, you recap the “Best of” content
that was sent in the previous mail, deliver the third “Best of” content, and then leverage the
P.S. of the email to connect that content to an evergreen offer/promotion.

Subject: Free Gift (3 of 3)

Subj (alt.): Here’s your 3rd gift
Subj(alt.): Gift #3...as promised

Body:

Hi [FIRSTNAME],

Yesterday you should have received:

Gift #1: [TITLE]  anchor text link to content

Gift #2: [TITLE]  anchor text link to content

...along with a silly picture of me [DESCRIPTION OF PICTURE FROM PREVIOUS EMAIL].

So if you missed one or all of the above, you might want to do a quick search in your inbox
for this subject line: [INSERT SUBJECT LINE FOR BEST OF EMAIL #1]

Go ahead and do it now. I’ll wait. :)

Good, you’re back!

Now that you’re all caught up, you need to check this out:

[LINK TO “BEST OF” CONTENT 3 OF 3]

I truly saved the best for last.

This is without a doubt the most popular [blog post/article/case study/video/tool/etc] I’ve
ever released, and so I know you’ll love it too.

What are you waiting for?

Go [read/watch/download] it now!

Talk soon,
[YOUR NAME]

P.S. Like what you’ve seen in these last few messages? Then you’re really going to love this:

[LINK TO BEST OFFER/PROMOTION]

[Explain how the offer you’re linking them to is the obvious next step in their journey, and
how it relates to the “Best of” content you featured in this email.]
A NOTE ON EXTENDING YOUR INDOCTRINATION SERIES
At this point, the three emails, above, should have checked all the boxes in the
Indoctrination Checklist:

 Say “Welcome” and “Thank you”

 Set Expectations
 Restate the Benefits
 Encourage Whitelisting
 Introduce the Brand/Team
 Show Your “Best Of”
 Bounce Them Around To Your Social Properties
 Prescribe Next Steps
 Open a Loop
 Start a Conversation

…so the only reason to continue the series is if you 1) want to re-emphasize an important
aspect of your brand/product line, 2) make additional evergreen offers, and/or 3)
encourage one-to-one follow-up and conversations.

Since the Indoctrination Series is designed to be sent to all new subscribers at the same
time that other email campaigns are being triggered and broadcast (i.e. email newsletters,
Conversion Series, Ascension Series, etc.) it is recommended that you keep this series brief
(3 – 5 emails delivered over no more than 7 days) to avoid overwhelming and frustrating
your freshest leads.

But since we know that sometimes it makes sense to expand the duration of a given
campaign, we have included some additional templates and examples, below.

The first bolt-on campaign is called “How Can I Help?” and it is designed to drive additional
inbound sales or product research conversation.

The second set of emails is a Segmentation Series that we bolted on to the end of our
Indoctrination Series at DigitalMarketer. These emails are designed to highlight our three
core products: 1) DM Lab, 2) DM HQ, and 3) our Certified Partner Program, and encourage
the relevant avatars to “choose their own adventure” and opt-in to relevant, parallel path.
This is a highly advanced strategy that should only be deployed AFTER you have
successfully tested multiple evergreen Segmentation Campaigns via broadcasts to your
entire list.

They are included here as an example of what can be done, but a series of this nature is
neither necessary nor even recommended for most businesses.

-Ryan Deiss, CEO DigitalMarketer.com

“How Can I Help?” Campaign [OPTIONAL]
The following campaign is designed for use in the Indoctrination Series as a way to further
engage with your subscribers… to find out exactly WHY they ultimately decided to
subscribe to your list, what their biggest pain point is. If executed correctly this simple
campaign can give you the insight on exactly how to become invaluable to your new
subscriber.

This email series is best utilized in businesses that want to drive additional inbound sales
leads, as well as companies who want to

Message #1 – Sent 1
Subj. thanks for joining us…
Subj. hey [FIRSTNAME], got a sec?
Subj. quick question…

Hey [FIRSTNAME],

I noticed you subscribed to [ENTER COMPANY NAME OR WEBSITE URL HERE] yesterday
and I just wanted to personally reach out and say “hi”.

SO…

Hi! ;)

Welcome to the group!

If you have a second, I'd love to know:

Why did you subscribe to [ENTER COMPANY NAME OR WEBSITE URL HERE]?…

What can I do to help you solve your biggest problem right now?

Just reply to this email or shoot me a quick email at:

[ENTER YOUR COMPANY EMAIL ADDRESS HERE]

Thanks for joining us, I’m really glad you’re here.

[ENTER YOUR NAME HERE]

[ENTER YOUR TITLE HERE]
[ENTER COMPANY WEBSITE HERE]
P.S. I’m ALWAYS on [FACEBOOK, TWITTER, ETC.]… So if you have any questions or
feedback for me personally, just send me a message on there and I’ll do my best to answer
it.

Oh, guess we have to be “connected” first huh?

[LINK TO PERSONAL FACEBOOK PAGE]

[LINK TO PERSON TWITTER PROFILE]

P.P.S. Brownie points (and a special social media shout out) if you’re willing to answer this
question…

“What’s ONE thing that we could do better?”

Message #2 – Sent 1
Subj. how can i help you?
Subj. how can I help you?

How can I help you make [ENTER PROSPECT NAME OR COMPANY NAME HERE] [ENTER
BIG PICTURE DESIRED END RESULT HERE]?

Just reply to this email or shoot me a quick email at:

[ENTER YOUR COMPANY EMAIL ADDRESS HERE]

I really hope I can help!

[ENTER YOUR NAME HERE]

[ENTER YOUR TITLE HERE]
[ENTER COMPANY WEBSITE HERE]
EXAMPLE: DigitalMarketer’s Bolt-On Segmentation Series
The following series is sent to all new DigitalMarketer subscribers following a 2-day
Indoctrination Series that includes a “Welcome Mail” and “Best Of” email. This series is
designed to segment new subscribers based on which core offer (DM Lab, DM HQ, Certified
Partner Program) would be most appropriate for them.

As was stated in the “Note On Extending Your Indoctrination Series” (pg. 9), this type of
series is highly advanced, and is neither necessary nor even recommended for most
businesses. It is included here as an example of what COULD be done, not as an example of
what SHOULD be done.

Message 3 – Day 3
Purpose: Introduce new subscribers to Lab, give them “the greatest invitation” mentioned
in M2. NOTE: This is the highest performing open rate and CTR combination for Lab $1
trail mails

Subject: Get my entire marketing library for $1

Alt. Subject: The most valuable invitation you’ve ever received…

Body:

Hi [NAME],

Remember that really awesome invitation I told you I would send yesterday? Here it
is...

You are cordially invited to join our premier online community, DigitalMarketer Lab, and
get instant access to my entire marketing library for just $1!

Yes, I’m really going to give you…

» My entire Marketing Library for just $1 «

Why?

Because this week, you decided to subscribe to DigitalMarketer and join our mission of
doubling 10,000 business - including yours!

It’s been fun letting you into our world and getting to know you...

...but I think it’s time to hand it over to some of our DigitalMarketer Lab members, so they
can tell you how they adopted our mission and succeeded beyond expectations.
Here's what Graham English has to say…

… and I want to help more “Grahams” double their businesses, but I can’t do that without
you.

That’s why I want you to have my entire marketing library — so that you can use our
"Execution Plans" to grow your business quickly…
…and all for just $1 today.

What's an Execution Plan?

An Execution Plan is a step-by-step guide for implementing a particular digital

marketing strategy that will get you to your desired end result. For example, how to build a
winning tripwire offer, how to implement a flash sale to activate buyers or how to set up a
Facebook retargeting campaign.

Here’s a sneak peek inside the DigitalMarketer Lab dashboard with 30+ Execution Plans.
My team is working around the clock to create new Execution Plans and make sure that the
current ones are up-to-date, so you can always execute the latest and greatest digital
marketing strategies.

But that’s not all — when you become a Lab member, you also get full access to:

 Our Monthly “What’s Working Now” online trainings (so you’re always up-to-
date and in-the-loop on what’s new, what’s hot and what’s actually working today…)

 24/7 Access To Our DM Engage Premier Online Community (so you can get help
and support from 10K+ marketing pros, agency and business owners whenever,
wherever)
 Our Weekly “Office Hours” calls with my team (so you never have a question that
goes unanswered)…

…and much more!

Yes, all of that is included when you activate your $1 DigitalMarketer Lab trial, today!

www.lab.digitalmarketer.com

If we're going to succeed in our mission of doubling 10,000 businesses, we need you to
succeed.

And this is exactly how we’re both going to win!

Get my Entire Marketing Library Today » [button]

Talk Soon,

Ryan Deiss
Co-Founder & CEO
DigitalMarketer
Message 4 – Day 4
Purpose: DM Lab $1 trial - hard sale; taken from previously successful subject lines & copy

Subject: Your new marketing family

I have a big announcement…

If you want to take your digital marketing to the next level, you need to check this out right
now.

I’m offering you access to our massively-popular, online family of digital marketers…

...for just $1.

Sign up for DigitalMarketer Lab and get INSTANT access to our 30+ Execution Plans that
walk you through the exact same strategies, tactics, & campaigns we use here at
DigitalMarketer, using step-by-step checklists.

PLUS, you’ll have access to an online community of over 10,000 marketers who are just
like you, waiting to answer your questions and help you through the process.

Start your DigitalMarketer Lab trial for just $1 »

Our Execution Plans are the same strategies and tactics that have helped thousands of
marketers, business owners, agencies, and entrepreneurs dramatically improve their
businesses.

But don’t take my word for it, here’s what Lab member Dorian Frungillo has to say after
dedicating less than a year to growing his business...
Wondering what makes these Execution Plans so valuable?

 We don’t just teach you marketing theory...we show you how to actually take
action and get stuff DONE.
 Follow along as you complete each Execution Plan, and walk away with a new traffic
source, promotional strategy, or marketing funnel in place to help grow your
business.
 These are the same strategies & tactics we use internally at DigitalMarketer.
 The Execution Plans are constantly being updated & improved every. single.
month.

...I think it’s pretty clear :)

So, what are you waiting for? Join today and start building your marketing strategy!

Activate your DM Lab membership for just $1 » [BUTTON]

Talk Soon,

Ryan Deiss
Co-Founder & CEO
DigitalMarketer

P.S. Here’s a sneak peek of some of the 30+ EPs you’ll get instant access to for just $1:

Join DigitalMarketer Lab for $1 [BUTTON]

Message 5 – Day 7
Purpose: Get agencies to raise their hand; don’t scare off non-agency people; allude to
mission so non-agency people don’t feel threatened and are aware that CPs can help them!

SUBJECT: DigitalMarketer LOVES agencies and consultants…

Hey [FIRSTNAME],

Here at DigitalMarketer we LOVE anyone who’s job is to help businesses grow.

Why? (Good question :wink:)

DigitalMarketer’s mission is to “Double The Size of 10,000 Businesses in the Next 5 Years”.

…but we can’t do it alone!

We realized that the fastest way for us to achieve our mission was to equip and empower
agencies and consultants with the tools and resources they need to DOUBLE their clients’
businesses.

So we created a special “tool box” specifically for agencies and consultants with dozens of
resources to:

- Attract More High-Value Clients…

- Grown Your Recurring Income…
- Increase Client Retention…

…and so much more.

We realized that we can’t assist in doubling these clients’ business without doing the same
for agencies or consultants first.

If you are an agency or consultant, my team would love to hear more about your clients and
tell you a little more about how I think we can help you both grow.

Just reply to this email and we’ll set you up with a quick call to speak with one of
our agency growth consultants.

Talk soon,

Ryan Deiss
Co-Founder & CEO
DigitalMarketer
P.S. If you aren’t an agency and decide you aren’t ready to take on all of this “marketing
stuff”, THIS is the best place to find an agency that knows exactly how to double your
business with a proven system.

Find your perfect DigitalMarketer Certified Partner today!

Message 6 – Day 10
Purpose: Introduce DMHQ through Ryan’s blog post - How to Build a Marketing Dream
Team

Subject: How to Build a Marketing Dream Team for Your Brand (Even If You Aren’t a
Marketer)

Hi [Name],

One of the biggest questions I get about scaling a business is how to develop or grow a
marketing team.

Usually it goes something like…

“How do I know if I should build and grow my internal team or outsource my marketing?”

It’s a valid question, and one that every brand has to answer itself.

Although, at DigitalMarketer, we have our own stance, and I think it just might be the right
way for you – check out this blog post to find out:

How to Build a Marketing Dream Team for Your Brand (Even If You Aren’t a Marketer)

[ALSO LINKED IMAGE]

In this post, I break down what roles you need to hire to build your own internal marketing
team and other important topics like...
  Understanding the Structure of the Modern Marketing Team
 How to write job descriptions and KPI’s for every role
 Rules for promoting high performing employees and exiting low performers
 Why it’s important to dedicate at least one week to onboarding

Each of these points is critical in making sure your in-house marketing team is effective in
producing the highest quality work for your business.

The best part?

We have step-by-step trainings for each of the positions I cover, so you and your employees
will have the exact process we use here at DigitalMarketer.

Get Your Full Marketing Team Training here >>

Talk soon,
Ryan Deiss
Co-Founder & CEO
DigitalMarketer

P.S. Read this article carefully and you’ll find a hidden gem video of the most embarrassing
moments caught on film in the DigitalMarketer offices [surprised face emoji]
Message 7 – Day 12
Purpose: Follow up on How to Build a Marketing Team blog; Introduce perpetual webinar
- How to grow and train your marketing team

Subject: Free advanced online training...

Alt. Subject: Advanced Online Marketing Team Training [FREE]

Hey [NAME],

Yesterday I sent you a blog post I wrote that answers one of the most common questions I
get asked...

“How can I build a marketing dream team like DigitalMarketer?”

Every time I send this blog post out, I get a ton of questions about how to specifically grow
a successful team once all of the positions are in place.

So, Richard Lindner, DigitalMarketer Co-Founder & President, and I put together an online
masterclass available to you, right now, for FREE.

Reserve your spot here (yes, it’s really free!) >>

In this masterclass, we’ll explain...

 Why you need an in-house marketing team (even if it’s a “Team of 1”)
 8 critical skills every marketing team must have to keep up with the ever-changing
digital marketing industry
 4 roles that make up the modern “Growth Team”
 How to structure your team to maximize communication and accountability
 How you can use our courses and tools to train your own team of marketing
rockstars from scratch
 3 main traits you must look for when hiring or moving someone into the Growth
Team

Basically, we take an even deeper dive into what I covered in the blog post from yesterday
(make sure to listen until the end for a special announcement :winkyface:).

Click here to reserve your seat for the “How To Structure & Build A Modern Digital
Marketing Team” webinar airing this upcoming Thursday at 2 PM CST >>

See you then :)

Talk soon,
Ryan Deiss
Message 8 – Day 14 -- ONLY GOES OUT IF THEY’VE CLICKED
EITHER M6 OR M7 and HAVE NOT signed up for HQ
Purpose: we sent the sources, here’s what you need; Conditional - if they clicked the
previous DMHQ mails; HQ hard sell

Subject: Use This to Train Your Team…

Hi [NAME],

I noticed you checked out our blog post and webinar about how to train and grow your
marketing team (or, as we like to call it, “Growth Team”).

If you’re ready to transform your marketing team into a modern growth team equipped to
adapt to the ever-changing marketing world…

...this is for you!

DigitalMarketer HQ is a full training course built for any marketing department, whether
you’re a team of 1 or 100.

Complete with our entire digital marketing training library, mini-courses, customized
training paths, and progress tracking – DMHQ automates your training process and let’s
you get back to managing your team (or business)!

Start training your marketing team today for free! >>

Leveraging our proven training courses is a no brainer.

We’ll teach you how to perform at the highest level in each of the 8 critical digital
marketing skills, including…

 Content Marketing Mastery

 Social Media and Community Marketing
 Paid Traffic and Customer Acquisition
 Marketing Analytics and Data Science
 Testing and Conversion Rate Optimization
 Email Marketing and List Building Mastery
 Search Marketing Mastery
 Conversion Funnel Optimization

...plus we’re continually adding more courses taught by our internal “Lab” and hand-picked
team of outside experts.

Click here to get your 14-day free trial >>

Talk soon,
Ryan Deiss
Co-Founder & CEO
DigitalMarketer

P.S. Clymb is a marketing agency that used DigitalMarketer HQ to completely transform

their marketing department and elevate their client’s marketing efforts. (LINKED IMAGE
w/ play button > https://www.youtube.com/watch?v=FAumYCDL1Wg&t=5s)