Why You Need To Create A Welcome Email Series (2023)
In the world of email marketing, first impressions can not only make a huge difference, but they can make or break how effective your email strategy is. So when someone new opts into your email list, that initial welcome message you send? It's kind of important… it's your opportunity to make a great first impression and welcome your new audience members (and potential customers) showing them exactly how YOU can help THEM! And that's exactly where welcome sequence emails come into play.
Just to be clear, email marketing isn't solely about selling. Far from it. It's more about building real, meaningful relationships with your audience. A well-designed welcome sequence is just your starting point. You might be wondering, “What exactly is a welcome sequence? And how can it boost my email marketing strategy?”
I'll answer those questions and show you exactly why you should be running to create a welcome sequence if you're not already utilizing one! And if this topic stresses you out, first of all… I hear you. And second… at the bottom of this post I show you exactly where you can get my completely done-for-you 5 part welcome sequence.
What is a Welcome Sequence?
A welcome sequence—also known as welcome email series or a welcome email sequence—is a series of automated emails sent to new email subscribers soon after they join your email list. Typically, this sequence includes three to five emails, but there's no set rule—you can tailor it to best fit your brand and audience.
But why a sequence and not just a single welcome email? This is a great question! While a single welcome email does make a good first impression, a series of welcome emails can foster a more profound, lasting connection. Think of it as the difference between a one-off friendly greeting and a meaningful conversation that unfolds over time, allowing your new subscribers to get to know you, your brand story, your values, and your offerings in a more comprehensive way.
Each email in your welcome sequence has a specific purpose, from offering a warm welcome and introducing your brand to showcasing your products or services and engaging your audience. These emails are your opportunity to set the tone for future communications, show new subscribers what they can expect from you, and guide them towards the next step in their journey with your brand.
Why Welcome Sequence Emails Matter
We've established what a welcome sequence is, but if you're asking, “Do I really need to set up a series of emails? Isn't my single welcome email enough?” My answer to that is you should absolutely have a welcome sequence, but let me tell you why…
For starters, welcome sequence emails are a great opportunity to establish a strong relationship with your new subscribers right from the get-go. After all, we know first impressions matter. As the saying goes, “You never get a second chance to make a first impression.” And in the realm of email marketing, first impressions translate into open rates, click-through rates, and ultimately, conversion rates turning readers into customers!
Welcome sequence emails matter because they:
1. Set the stage: A well-crafted welcome sequence helps set expectations for new subscribers. It tells them what kind of content they can look forward to, how often they'll hear from you, and what benefits they'll gain from staying subscribed. This clarity builds trust and creates a strong foundation for a lasting relationship.
2. Boost engagement: Did you know that welcome emails typically see more than 3x the transactions and revenue per email over regular promotional emails? A series of targeted, relevant emails can significantly boost engagement, giving your open and click-through rates a hearty nudge in the right direction. Your audience will never be as engaged as they are right after opting in to your list, so take advantage of that!
3. Show your audience who you are and what you have to offer: Your welcome sequence is your chance to shine. Showcase what makes your brand unique—your story, your mission, your products or services. It's the perfect time to display your value proposition and show your audience why they made a great decision joining your email list.
4. Guide subscribers to the next step: Maybe you want your new customers to check out your online store or subscribe to your podcast. Or maybe you're looking to direct them to your latest blog post or your Facebook group. Welcome sequence emails allow you the opportunity to provide value while also gently guiding your audience towards the next step.
To sum it up, welcome sequence emails are much more than a cordial greeting—they're the beginning of a conversation and when done correctly, a long-term relationship with your audience.
What Do Welcome Sequence Emails Consist Of?
An effective welcome sequence is more than just a one-and-done email. Instead, it's a series of carefully planned emails, each with a specific purpose, crafted to guide your new subscriber from “Hey” to “Heck yes, I'm in!” As I already mentioned a welcome sequence can consist of anywhere from 3-5 or even 6 emails but here's a general idea of what your sequence should include. Obviously feel free to tailor this to your niche, audience, and needs:
1. Welcome Email
Your welcome email is your new subscriber's first formal introduction to your brand. It's your opportunity to make a great first impression. In this email, you'll want to introduce yourself and your brand, thank them for subscribing, and perhaps offer a small token of appreciation—a discount code or a free resource.
Remember, this email is not about hard selling—it's about making your new audience members feel valued and excited about joining your community. Here's where a warm and friendly tone is essential. Let them know how thrilled you are to have them on board!
2. Introduction Email
The second email is the introduction email and it's your chance to really get to know each other. Share your story—why you started your blog or business, what you believe in, and your mission. Share what they can expect from your emails: the types of content you'll send, how often you'll send it, and how it will benefit them.
Additionally, feel free to include links to your best blog posts, top-selling products, or social media profiles so your new subscribers can explore and get to know you better.
Remember, the key to success in email marketing is to always bring it back to how YOU can help YOUR customer/reader/etc.
3. Value Email
The third email in your sequence is all about providing value to your new subscribers. This could be a free guide, a how-to video, an exclusive blog post, or a useful checklist—anything that they can use and benefit from immediately. It's a great way to demonstrate that you're here to provide real value, not just sell products or services. It reinforces that you genuinely care about their success and business or life wellbeing.
4. Service + Authority Email
Now, it's time for a little humble bragging. The fourth email in your sequence is your opportunity to establish authority and credibility which is very important for building trust. Share testimonials, case studies, or reviews that highlight your expertise and the quality of your products or services.
But remember, keep it relatable and authentic. It's about building trust and showing your subscribers why you're the right choice to help them with their needs, not hard selling.
5. Call-to-Action Email
Last but certainly not least, the final email in your sequence is where you invite your subscribers to take a next step. This could be signing up for a course, downloading an e-book, joining your Facebook group, or subscribing to your podcast.
If you don't have a product to sell, no worries! The goal here is to deepen the relationship and engage your subscribers further. Make it clear what you want them to do next, and if possible, offer an incentive to make the proposition even more enticing.
Again, your might be tired of hearing me say it, but remember, an effective welcome sequence is NOT a hard sell—it's a way to build relationships, establish trust, and provide value.
Why Should a Welcome Sequence Be Automated?
In the world of email marketing, automation is your best friend. It not only saves you time, but it also ensures consistency and timeliness in your communication, which are key to maintaining engagement and driving conversions. In other words, it makes sure the right message is sent to the right person at the right time. An automated welcome email series is no exception!
First, an automated welcome sequence ensures immediate engagement. The moment someone subscribes to your email list, they should receive an email. Whether this is the first email in your welcome sequence or the email delivering the freebie they opted in for (which we'll get to in a minute).
This quick response capitalizes on the peak of their interest and makes a great first impression, which manually sending emails just won't allow. Remember, they will never be as invested in who you are and what you have to offer as they will right after opting in.
Secondly, automation allows for consistent and well-timed communication. You don't want to overwhelm your new subscriber with too many emails at once, nor do you want to disappear for weeks at a time.
By automating your welcome sequence, you can space out your emails appropriately, ensuring regular communication with your audience without inundating their inboxes – which I can tell you will lead to unsubscribing immediately.
Lastly, an automated welcome sequence means you can focus your energy elsewhere – which is what we all want in our email marketing, right? Once set up, the emails go out without any further input needed from you. This allows you to invest your time and effort in other important areas, like crafting high-quality content, strategizing your next email campaign, or engaging with your audience on social media.
When to Send Your Welcome Sequence Emails
Timing, they say, is everything, and when it comes to your welcome sequence emails, this couldn't be more true. It's not enough to simply have a well-crafted welcome sequence; you must also know when to send these emails to optimize engagement and conversion!
Here's a recommended timeline to help you make the most of your welcome sequence:
The Instant Freebie or Confirmation Email
The first email, typically a freebie or confirmation email, should be sent immediately after a subscriber opts in – keep in mind this should be set up as it's own automation different from your welcome sequence automation. I have a template for this freebie email in my $7/month email membership – Inbox Insiders.
This email delivers the lead magnet, confirms their subscription, or provides details about the event they've signed up for. It’s your first touchpoint, so it needs to be timely (immediate) and relevant. From this automation, your subscriber should then automatically be funneled into your welcome series email flow. Based on your ESP this might be called an automation or workflow.
If you're hung up on this process, I have a 5 Day Email Challenge where I literally walk you through every step, step-by-step with video trainings.
The First Welcome Email
Your welcome sequence officially kicks off the day after your subscriber receives their lead magnet or confirmation email. This timing is crucial as it allows the subscriber to digest the initial email before moving onto the welcome sequence.
It also shows your new subscriber that you’re consistent and attentive, which helps build trust and anticipation.
Emails 3 + : Regular, Well-Spaced Emails
Once the welcome sequence begins, aim to send an email every 2-3 days. You want to touch base regularly without overwhelming your subscriber's inbox. It’s a tricky balance but you want to stay top-of-mind, but you also want to respect your subscriber's space and time. Spacing your welcome emails out every 2-3 days seems to strike this balance pretty well.
Keep in mind, this is the spacing I recommend for your welcome sequence, not necessarily your general newsletters – we'll get to that below.
What Happens After the Welcome Sequence?
You might think that after a subscriber has finished the welcome sequence that their journey with you is over but truly it's just beginning. Once your welcome sequence wraps up (ie. they finish the workflow or automation), your subscribers should be transitioned into your general email segment, or the segment that best aligns with their needs and interests. Here, you will continue the relationship building process, regularly nurturing your subscribers by delivering consistent, valuable content.
Whether you decide to send weekly, bi-weekly, or monthly emails, the key here is consistency. Regular communication maintains the relationship you've built, keeps your brand top-of-mind, and gives you the opportunity to continue providing value to your subscribers.
Remember, the goal of email marketing isn't just to welcome new subscribers but to create a long-lasting relationship with them. The transition from the welcome sequence to regular communication is so so important here! Continue to show up, provide value, and be there for your audience, and you'll continue to see success and conversions in your email marketing!
How Welcome Sequence Emails Enhance Your Email Marketing
If I haven't already convinced you on why you should be utilizing a welcome sequence automation, here are some additional points on what it can do for your business:
1. Boosts Audience Engagement: An effective welcome sequence butter up your subscribers, and keeps them engaged right from the start. These emails provide useful, relevant content that resonates with your subscribers and gets them interest in your brand and business. When they feel like they know you, they engage more.
2. Establishes Trust: Welcome emails provide an opportunity to build trust by sharing your brand's story, values, and mission. This highlights your authority and provides value early on building a solid foundation. You are showing your audience what exactly you can do to help them with their painpoints or reach their desired outcomes.
3. Promotes Conversion: At the end of the day, we're all in business to make money…. and an effective welcome sequence is a great way to gently guide subscribers towards conversion without seeming too pushy or being to salesy.
Even if the conversions don't happen within the welcome sequence (which again, isn't the point) you will have built a relationship so that when they are ready to buy, they are turning to you!
4. Enhances Subscriber Retention: By providing value and setting clear expectations from the start, welcome emails increase the likelihood of your readers sticking around for the long haul. They know what to expect and can actually see the benefits of remaining part of your community.
5. Helps with Segmentation: Paying attention to how subscribers interact with your welcome emails can offer a lot of insight for you. If you're able to identify their interests and preferences, you can better segment them to send more personalized, targeted emails in the future, again, leading to higher conversions.
Best Practices for An Effective Welcome Email Series
1. Timing is Everything: Send the first welcome email immediately after the subscriber opts in to your list (see above, as this email might be a welcome email delivering your freebie if that's what they opted in for).
2. Personalize Your Emails: Address your subscribers by their names and personalize the content based on information you have about them (ie. your niche and target audience information, where they opted in, etc.).
3. Keep it Focused: Each email in your sequence should have a single, focused goal. Don't overwhelm your subscribers with too many calls to action in one email.
4. Provide Value: Before asking for anything, provide value to your subscribers. This could be in the form of helpful content, tips, resources, or even a welcome discount.
5. Be Consistent: Consistency in your sending schedule and the look and feel of your emails helps set expectations and builds familiarity and trust with your audience and your brand.
6. Track and Tweak: Monitor your email analytics to see how your welcome sequence is performing. This data can be incredibly helpful in help you to tweak your strategy for better results.
Done-For-You 5-Part Welcome Sequence
Ok if the thought of creating a welcome sequence from scratch seems ridiculously overwhelming, first of all, know that you're not alone. Second, don't stress because I've got something to help.
Inside my Inbox Insiders membership—which is just $7 a month—I have a ready-to-go 5-part welcome sequence that is completely done for you in a mad lib style template. Meaning all you have to do is plug in a couple things specific to your business.
Not only that but you'll also get access to weekly newsletter templates, more automation templates and how-tos, video tutorials, and even live email strategy sessions each month.
My goal is to take the stress out of email marketing and making it, well… fun! Or at the very least, not something you completely dread doing or take way too long doing. My Inbox Insiders membership is a low cost way to make this happen and trust me when I say, I practice what I preach and provide A TON of value to you!
Welcome Sequence FAQs
1. What is the ideal length for a welcome sequence?
There isn't a one-size-fits-all answer to this as it largely depends on your brand and the preferences of your target audience. However, a good starting point is a series of 3-5 emails. This allows you to cover all the important points without overwhelming your new subscribers.
2. How often should I send emails in the welcome sequence?
I recommend sending the email delivering your freebie (or event confirmation, etc) immediately, and then following up with your first welcome sequence email the next day and every 2-3 days after that until they have completed the sequence.
3. What type of content should I include in the welcome sequence?
Your welcome sequence should include an initial welcome email, an introduction to your brand or story, an email providing value (like a discount code or free resource), an email showcasing your credibility and products, and finally a call-to-action email. Again, you can customize this to your niche or business but this is a great starting point!
4. How can I make my welcome emails more engaging?
Personalization is key. Address your subscribers by their name and tailor content based on their interests or past behavior. Also, focus on providing value in every email, whether that's helpful tips, exclusive content, or special offers.
5. Is it necessary to include a call-to-action (CTA) in every email?
Not necessarily. While it's important to include CTAs in your emails, it's equally important not to seem too pushy. The initial emails should focus on providing value and building trust, with a strong CTA usually placed in the final email of the sequence.
6. How do I know if my welcome sequence is effective?
Monitor your email metrics such as the open rate, click-through rates, and conversion rates. This will help you understand how your welcome sequence is performing and identify areas for improvement. Remember, it's all about testing and tweaking for best results.
