When you start seeing a steady stream of sign-ups for your email list, it means your lead magnets are resonating with your audience and you’re well on your way to making money with email marketing – whoo hoo!  🙌

Making it this far is a HUGE, HUGE DEAL.

But what’s next?  You might wonder:

• “Should I just start sending random emails?”
• “Do I send emails right away, or should I wait?”
• “What kind of emails do I send?”
• “How do I actually make sales?”

We’re going to answer all of these questions in this post, but here’s what you need to know right now:

A single welcome email (e.g., “Thanks for subscribing! Here’s your freebie.”) ain’t gonna cut it. That is, if you want to eventually make sales with email.

In order to build trust and get your subscribers feeling confident about reaching for their wallets, you need a series of welcome emails — otherwise known as an email welcome sequence.

With a welcome sequence you can take your subscribers on a journey that positions your brand and guides them toward a sale. 

We’re going to share everything you need to do just that, but first, be sure to take a copy of our FREE Welcome Sequence Cheat Sheet with you 👇

Let’s start with the basics… 

What is an Email Welcome Sequence? 

A welcome sequence is a series of emails that get sent out automatically after someone opts-in to your list. 

It generally consists of 3-6 emails sent over 5-7 days after the initial sign-up that warm your audience up to your brand so when the time is right, you can call them to action (buy now, book a discovery call, etc.). 

If you don’t have a product or service to pitch, your sequence will be on the shorter side. If you do, it’ll be on the longer side. 

Either way, automation is the key to driving engagement. Email providers like ConvertKit or MailerLite allow you to set up emails in advance so they go out automatically based on a “trigger” you specify.  In the case of a welcome sequence, someone subscribing is the trigger and the automation will immediately send them a welcome email and deliver the freebie. 

Subsequent emails can then go out on a schedule you define in advance, making sure your new subscribers receive a warm welcome experience without you having to manually send each email.

According to Cheetah Digital, “… sending an immediate welcome email increases open rates by 78%, doubles click rates, and generates transaction rates and revenue per email that are 12 times higher than sending welcome emails at a later time.”

In other words, timing is everything.

An effective welcome sequence also requires a bit of strategy – you don’t want to just load up a bunch of willy-nilly random emails. 

The emails in your welcome email series should work together to introduce your brand, deliver value, build trust, overcome obstacles, and position yours as the best solution – so by the time you introduce your paid offer, they’ll be ready and eager to move forward. 

We’ll go over exactly what those emails are and what goes in them in more detail in just a sec, but first, let’s address a super common question…

I Don’t Have a Big List Yet. Do I Still Need to Bother with a Welcome Sequence? 

No matter how big your list is right now, you definitely need a welcome sequence. Even if there’s just one person on your list, it’s time, because more subscribers are coming.

Think of it this way…

Every new subscriber is an opportunity to create a customer, but they’re going to be most engaged in the first few days after signing up. A welcome sequence capitalizes on your new subscriber’s initial enthusiasm and keeps the party going.

In fact, research shows that welcome emails have 4x the open rate of other marketing emails with a conversion rate that’s 23x higher, which means…

Even if your list is tiny right now, you want to have a welcome sequence set up to capture every opportunity.

The Goal of a Welcome Sequence 

A welcome sequence is sometimes called a nurturing email sequence because the goal is to take them from internet strangers and turn them into engaged subscribers by meeting them where they are at different stages of awareness. 

Allow me to explain… 

Each email in your welcome sequence has a purpose, and they work together to provide your subscriber with the things they need to know before taking the next step with you or making a purchase: 

• Introduce Your Brand:  (Awareness) Connect with them on a human level and demonstrate how you can help them
• Deliver Value & Build Trust: (Awareness) Provide helpful educational tips, insights, and strategies to build trust and credibility in your areas of expertise
• Break Down Barriers: (Consideration) Address obstacles and limiting beliefs that may be standing in their way of finding a solution
• Position You as the Best Choice: (Consideration) Give them the reasons why your solution is better than other options they may be considering 
• Convert Subscribers: (Decision) Inspire your subscribers to take action whether it’s making a purchase, booking a discovery call, or engaging further with you in some way.

How Many Welcome Sequences Do You Need? 

The number of welcome sequences you need depends on several factors, including:

• The number of products and services you sell: If you offer a variety of products or services, you may need separate welcome sequences for each one. This allows you to tailor the content to the specific needs and interests of each segment of your audience. 
• The number of freebies you have: Do you have different lead magnets for different products/services or content pillars? If so, you’ll want to create a welcome sequence specific to each area of interest. 

If you have one freebie, start with one sequence. If you create another freebie related to a different product, service, or topic, create an additional welcome sequence. There’s no limit to the number of welcome sequences you can create, but you definitely need at least one! 

Types of Emails to Include In Your Welcome Sequence

By now you know that welcome sequences have the power to turn new subscribers into fans and paying customers, but the key is in the emails you include and the order you send them.

By addressing their questions and concerns at each stage of the buyer’s journey, you build your “know, like, and trust” factor and generate the good feelings that lead to sales. 

Here’s a breakdown of the emails you need and why you need them: 

1. Welcome (Freebie Delivery):

The first email delivers the freebie you promised when they subscribed. This is your chance to make a great first impression and set the tone for future emails, so you want to:

• Thank them for subscribing
• Personalize the message using their name (your email marketing platform should have an option for you to do this)
• Let them know what to expect as your subscriber (frequency, types of emails to expect, etc.)
• Briefly explain how the freebie will benefit them and encourage them to actually use the freebie. Remember that this is your opportunity to demonstrate to them that you deliver on your promises of value. 

2. Connect & Tell Your Story:

The second email should focus on your story. Here, you want to show off your personality and relate as a human. Focus on the “why” behind your brand and the impact you’re here to make for your audience. 

Take a story about you and relate it to them. Think about…

• A relatable anecdote about the origin of your brand
• A challenge you overcame to inspire them
• How you solved a problem that they’re still struggling with
  

3. Educate & Provide Value: 

Next you want to showcase your expertise by delivering high-quality, educational content.

This could come in the form of:

• Tips & Strategies: You don’t need to solve all their problems here,  just focus on one small question they have or frustration they’re dealing with and give them a “quick win”
• Blog posts/videos: Share a popular blog post or video that’s relevant to their interests
• Free resources: Send them another freebie or list of resources that will help them move forward.

👉 Note: You can end your welcome sequence here or add another educate email if you don’t want to pitch a product or service at the end of the series. The remaining emails in this sequence will move your subscriber from “brand awareness” into the “consideration phase” of the buyer’s journey and culminate with a pitch for a product or service .

4. Break Down Barriers – Overcome Obstacles, Objections, & Limiting Beliefs

Here, you want to anticipate common customer concerns or doubts that relate to your product or service and address them head-on. 

Here, you can: 

• Bust myths or misconceptions they may have 
• Help them reframe limiting beliefs standing in their way of their goals
• Show them the steps for overcoming a common struggle or stuck point 

5. Position – Give Them the Reasons Why You’re The Best Choice

Now that you’ve built rapport and established trust, it’s time to subtly position your offering. Clearly communicate the unique value proposition of your product or service and explain how it solves their specific problems.

Here are a few ways to do that:

• Give them a “behind the scenes” look at how you developed your unique process or product
• Share the story of how you achieved success for you or a client
• Explain what it “really” takes to get their desired outcome
• Compare your solution to a competitor’s solution they may be considering to help them decide that yours is the right one for them

👉Pro-tip: Remember to keep your emails concise. If you’re covering a big topic,  linking to a dedicated blog post that goes into more detail is good practice.  

6. Convert: Call Them to Action

You’ve successfully taken your new subscriber on an amazing tour of your brand so far, so it’s time to conclude your welcome sequence with a sales pitch and invite them to take the next step – buy/enroll/book your services, etc. 

Make sure it’s presented as a natural solution to their needs, not a forceful sales message. You’re letting them know that you can help them even further and telling them exactly how to go about it.

Be sure to include a strong call to action (CTA) that has visual contrast so it’s impossible to miss. 

Optional: If you have a limited time offer, you can also send an additional “close cart” email a few hours before the offer expires on the last day of your sequence. 

Let’s put this all together now.… 

Welcome Sequence Example Schedule 

✉️ #1 Freebie Delivery (Deliver Immediately)

✉️ #2 Your Story (Day 2) 

✉️ #3 The Educate Email (Day 3)

👉 If you aren’t pitching a product or service, you can end your sequence here or add another educate email on day 4. 

✉️ #4 The Break Down Barriers Email (Deliver on Day 4)

✉️ #5  Position (Deliver on day 5)

✉️ #6 Convert (Deliver on Day 6) 

✉️Optional “last call” email set a few hours before your offer expires if you have a limited time offer 

Curious about the delivery schedule? I got you covered…

When to Send Each Email In Your Welcome Sequence?

While the “sweet spot” pace of your sequence can vary by industry, we recommend sending 3-6 emails within 5-7 days during the period when your new subscriber is most engaged.

You might send two emails on the first day to leverage their initial excitement (freebie delivery + a personal story email sent a few hours later) and then space them out 1x per day from there.

Bottom line: it’s flexible. You can space them out a bit more if you want to, but you don’t want to spread them out too much because you want to help people when their problem is top-of-mind before they get distracted with other things.

Don’t worry, you won’t be bombarding them! This initial burst keeps your brand fresh in their mind when their interest is highest. You’re building momentum and guiding them naturally toward becoming an engaged subscriber and eventually, a customer.

Now that you can see what you need to include in the sequence, let’s take a peek inside the content of the actual emails… 

Ready to Set up Your Welcome Sequence?

Alright friends, we’ve unpacked the power of welcome sequences –  your secret weapon for nurturing your relationship with your audience and making a lasting impression that will ultimately convert them into customers.

By rocking the tips in this post, you’ll be able to create welcome email sequences that give new subscribers a chance to get to know you and feel confident about making a purchase decision.

Remember, welcome sequences set the tone for a long-term connection. By providing a warm welcome, valuable content, and a clear path forward, you’ll be laying the groundwork for a loyal customer base in the long run. 

If you have any questions, please let us know in the comments! But before you go, be sure to grab our High-Converting Welcome Sequence Cheat Sheet so you can implement these proven strategies and turn sign ups into sales! 👇

You can also take advantage of a special promotion we’re running until July 11th – The Funnel Content Bundle. Inside you have ready-to-use welcome sequence and more advanced sequences to automate even more of your marketing and sales. You can save 65% right now but the offer goes away after July 11th.