How to Write the Perfect Email Welcome Sequence

If you're an entrepreneur, you know that building a relationship with your customers is vital. After all, you want people to be happy with their purchases, come back to buy again and even refer others to your business, don’t you?!

And what better way to start off a relationship than with a warm welcome? Which is why creating a great email welcome sequence to greet your new email subscribers is so important.

In this blog post, I’ll show you how to write the perfect email welcome sequence to connect with your new audience members who sign up from your website.

What is a Welcome Email Sequence?

A welcome email sequence is one or a series of emails that are sent to new subscribers. Usually, these emails are triggered by someone signing up for your email list using an opt-in form on your website.

Quick tip: Make sure you’re legally compliant by asking explicit permission to send marketing emails when someone signs up for your list and sharing a link to your Privacy Policy. Here’s a helpful article about the legal documentation you need on your website.

The purpose and goal of a welcome email sequence is to build trust with your new subscriber and provide value right away so they stay engaged with you and your email list.

Mapping Out Your Welcome Email Sequence

Before you start writing your email sequence, you’ll want a plan of what you’re going to write.

Here's a guide on emails to include to get you started:

1st Email: Lead Magnet Delivery Email

Your first email should be sent right away to a new subscriber as it’s going to be the delivery email for whatever the lead magnet or freebie was they signed up for. This email should include links to access the lead magnet and a thank you note.

If your lead magnet is an email course or challenge, this email could also provide any additional information needed for that opt-in, like when it starts and how often they will be getting emails from you.

The important thing here is to make sure they have everything they need to utilize the freebie you are providing.

If you’ve opted for double opt-in for your email marketing, you’ll also have a link your new subscriber will need to click to confirm their desire to receive your emails.

2nd Email: Check-in and Introduce Yourself

The second email in your welcome email sequence is a nice opportunity to check in and see if they were able to download their freebie okay. This shows your new email buddy that you care and serves to remind them of the amazing thing they signed up for.

Once that’s out of the way, this second email is a great time to introduce yourself! This is a great time to tell your story and explain why you do what you do.

You can also include links to any social media profiles you’re active on so they can connect with you there.

Remember, the goal of this email sequence is to build trust with your new subscriber, so be sure to provide as much value as possible in every email.

3rd & 4th Email: Value Content

After introducing yourself in email number two, it's time to provide some valuable and genuinely helpful content.

In email number three, you could send a helpful article or video related to the topic of your lead magnet. And then in email number four, share something fun like a quiz or worksheet related to the freebie they signed up for to encourage your new fans-in-the-making to really dive deeper into your topic.

Both of these emails are great places to share links to some of your content to build your authority even further.

5th Email: Share a Personal But Relevant Story

Typically the last email in your email welcome sequence, your fifth email is a great place to share a personal but relevant story. This is a nice way to share how you got into your area, why it's important to you and why you’re so passionate about supporting people like them

This email could also be used as an opportunity for the subscriber to ask questions, provide feedback or tell you their thoughts on any previous emails.

Following Emails Can Move Into Promotions

Once you've built trust with your new subscriber, it's a great time to move into some promotional emails. You could set up an evergreen offer where they’ll be presented with a special offer for a limited time. Or simply promote one of your signature offers and highlight what it can help them do, feel or be.

Do be careful to not ONLY send promotional emails, however. You’ll still want to provide valuable content regularly, so your people don't unsubscribe from your list.

Final Thoughts

Creating a great email welcome sequence can seem daunting, but it's definitely worth it in the long run. By providing value right away and building trust with your new subscriber, you're setting yourself up for a successful email marketing campaign and growing your list with fans, not just freebie seekers.

Want to get more people into your fabulous new welcome sequence? Check out this blog post with 5 easy tips to help you use your Squrespace site to help you grow your email list