How To Write A Memorable Welcome Email Sequence

When new subscribers enter your treasured email list, you are given a unique opportunity to build a new, significant relationship with each subscriber.

You’ve already connected with them through your online content. You’ve then proceeded to ask them on a date –by providing an opt-in or freebie in exchange for the email address. Now that you’re on the date, you need to build upon the initial connection you’ve established with your subscribers and let them know the real you. 

Or at least, that’s the idea with a welcome email sequence. To make sure you’re writing emails that get opened and inspire action, I want to give you some of my best tips on how to write a memorable welcome email sequence so you can start making real connections with your subscribers. 

But first…

What is a welcome email sequence?

Your welcome email sequence is where you…welcome your audience. It’s the first few emails your subscribers should receive from you. It also means these emails need to be memorable and strategically executed. 

Why?

Because like your website or your social media bio, welcome emails are the first impression your subscribers will get of you and your brand. If your welcome emails miss the mark, your subscribers are going to hit that unsubscribe button faster than you can send a follow-up email to repair the damage–and we don’t want that to happen. 

What an email sequence looks like

Since your welcome emails should give your subscribers a chance to get to know you and offer an insight into you and your brand, this means your sequence should have around 3-5 emails (or more) depending on how you want to break your information up. 

Below is a standard but effective outline you can follow with your own sequence if you have no clue where to start.

Email #1: Welcome Your Subscriber

Always thank your new subscriber for signing up for your email list. Make sure they know you appreciate the fact that they’ve given you access to their intimate inbox space. 

If they signed up for a freebie, deliver the freebie right away. You always want to deliver on your promises. 

In this same email, you want to build rapport with your reader. Tell them more about you and why you started your business –specifically mentioning what your products or services can do for them.

Don’t forget to include a call to action. What would you like your subscribers to do next? Read a blog post? Join a Facebook group? Follow you on Instagram?

When to send: Immediately. This email should be the first email to get sent out in your automation once they subscribe to your list.

Email #2: Set Expectations

When subscribers opt-in to your freebie, they might not know what exactly they’re getting, or they may be unaware that they’re being added to your email list. 

Let them know. This second email is a great opportunity to set expectations around what they can expect in your upcoming emails. Tell them exactly what they’re getting and when they’ll get it. Set expectations so your potential readers know exactly what to look forward to when your name pops up in their inbox.

Some topics you can include in this email are:

• When you are sending your emails to them

• How often you’ll send emails

• What kind of emails you’ll send

• Tell them how to prevent your emails from going into their spam folders 

When to send: Within the first couple of days of subscribing. This email should also go directly after your welcome email.

Email #3: Send Value

Every welcome email sequence should have an email dedicated to providing value to your subscribers, whether it’s in the 3rd, 5th, or 7th email. Like social media, you always want to educate and give value to your audience. 

In this email, delight your subscribers by sending them valuable information. 

• Do you have tools you use that help you reach your business goals?

• What resource has helped you achieve a specific outcome in your business?

• Do you have a helpful blog post that relates to the freebie you’ve just delivered to them?

Tell your list! This is also an excellent opportunity to include affiliate links if you have them.

When to send: When your list is most engaged, which is likely at the beginning of your sequence.

Email #4: Get To Know Your Subscriber

Don’t spend all your emails talking about yourself and your business because ultimately, your subscribers opted into your list so you could solve their problem. The easiest way to do that is to ask them what their problem is. 

Get to know your subscriber by asking them questions. The more information you gain, the better you can help them and the better your marketing. Ask them to respond to you (by hitting that reply button) with more information about themselves surrounding your niche or topic. Allow your subscribers to talk about themselves, so you know exactly who the person is who has subscribed to your email list. 

When to send it: Within the first few weeks of a subscriber entering your list. 

Email #5: Unexpected Free Resource

Depending on the activity of your subscribers, they are providing you with valuable information that you can use for research data or future content. Not to mention, these same subscribers are likely buying from you or will buy from you at some point in time.

To thank them for their support, you should treat your list to a free resource (or freebie) every once in a while. A free resource is a great way to impress (and surprise) your list, so they keep coming back for more. 

Maybe it’s a worksheet, a checklist, or something else that helps them along their journey. Free resources will help make your subscribers feel confident about their choice in subscribing to your emails. 

When to send it: Spoil them with free resources early on in your welcome sequence and every so often afterward.

Hopefully, these email types have given you a good idea of what to include in your welcome email sequence so you can turn your subscribers into loyal followers (and future customers)! 

If you still aren’t sure where to start with your emails, I have a few blog posts about email marketing, or you can reach out to me to see how we can work together on your emails!

• 6 tips for writing captivating emails that convert

• 5 mistakes you’re making in your emails

• 3 types of email sequences you need for your online business

• What are email sequences and why do you need them?