What is a welcome sequence?
An email welcome sequence is a series of automated emails sent to new subscribers or customers after they sign up or make a purchase.
The purpose of a welcome sequence is to:
- Introduce your brand
- Set expectations
- Provide valuable information or resources
- Nurture the relationship with the new contact.
A well-crafted welcome sequence can help increase engagement, build trust, and ultimately lead to more conversions or sales.
What should a welcome sequence accomplish?
An effective email welcome sequence should aim to accomplish several key objectives:
- Build a connection and helps establish a positive relationship with your new subscribers. Introduce your brand's personality, values, and unique selling proposition.
- Set expectations and clearly communicate what new subscribers can expect from your brand moving forward.
- Deliver immediate value to the new subscribers, whether that's through educational content, exclusive discounts, free resources, or helpful tips related to your products or services.
- Well-designed welcome emails can guide new subscribers toward specific desired actions, such as making a purchase, downloading a lead magnet, or engaging with your brand on social media.
Overall, a successful welcome sequence should leave a positive impression, establish trust, and lay the groundwork for an ongoing, mutually beneficial relationship.
How far apart to space out emails
Send the first email immediately, but the rest will depend based on your industry, audience, and how many other email campaigns you have in flight.
A good rule of thumb is somewhere between 2-5 days. Any more frequent and you risk annoying your new subscribers. Any less frequent and you risk them forgetting who you are.
Personally, I send our welcome sequence emails every 3 days.
Our framework for writing a welcome sequence
Here’s a “madlibs” approach to a welcome sequence to get you started. This is the same framework that we use for our welcome sequence, but I encourage you to run with it to match your brand’s unique personality and style.
Email 1 - Lead magnet delivery
Subject: Your [Lead magnet] has arrived
Hey [Name]!
Thanks for requesting the [lead magnet title] from [your company]
This is your first step in [benefit that your company helps them achieve].
CTA: Download your [lead magnet format] now
Cheers,
[Your name]
P.S. [State a pain point related to the lead magnet]. To see how we can solve that issue, schedule a call/start your free trial here.
Email 2 - Addressing a pain point
Subject: Stuck with [paint point] Here’s your lifeline
Hi [Name],
[Identify the problem(s) your audience has]
What are you to do?
We can help.
[List out/describe how you solve the problem]
Want to see it in action? Schedule a call/start your trial to see how you can [achieve goal].
CTA: Schedule a call/Start your trial
Cheers,
[Name]
Email 3 - Case Study + Testimonial
Subject: See how [company name or person achieved result]
Hi [Name],
After working with [number] of companies across a variety of industries, it’s hard to pick our favorite.
If we had to guess, it might be [company name].
[ Include a personal story about the company, how they used Academy of Mine, and the results they got. A quote would be excellent ]
So join [company] and [number] like them who’ve [achieved result] Click the button below to take the first step.
CTA: Schedule a call/Start your trial
Cheers,
[Name]
Email 4 - Address an Objection
Subject: Think [misconception]? Think again
Hi [Name],
[ Identify a common objection or misconception about your industry, and showcase your knowledge and authority while proving it wrong ].
Ready to [achieve desired result]? Click the button below to get started.
CTA: Schedule a call/Start your trial
Cheers,
[Name]