What’s an email marketing welcome sequence & why you need one

by | business, email marketing, marketing

An email marketing welcome sequence is a series of automated emails sent to new subscribers after they sign up to your email list, usually via a lead magnet. The purpose of a welcome sequence is deliver the ‘thing’ they have signed up for and then to introduce your business, with the aim to start building trust and provide value to your new subscribers.

A welcome sequence (and even more so a nurture sequence) is important as most visitors to your website or social media channels are not ready to buy right away.

People buy when they are ready, so a welcome and nurture sequence is a great way for you and your business to stay front and centre in their mind for when they are ready.

Whats an email marketing welcome sequence & why you need one - email welcome sequence done for you.

When someone signs up for your lead magnet offer, free trial, pdf download etc. (if you need some ideas read my post: 10 lead magnet ideas to engage & convert your audience) they want to hear from you and this is an opportunity you don’t want to miss!

Not got an email list yet, start now! I recommend Mailerlite or I use and love Flodesk, use my link to get 50% off your first year of Flodesk.

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How many emails should be in my welcome sequence?

The length of your email welcome sequence depends on the goals you want to achieve, your business, and the needs of your subscribers. A welcome sequence usually ranges from three to five emails, but some businesses may send more/fewer emails depending on their specific goals and marketing strategy.

Each email should serve a specific purpose and help move subscribers closer to becoming a client/customer.

When deciding how long your welcome sequence should be, consider the needs of your subscribers, for example a shorter sequence may be more effective if your subscribers are already familiar with your business.

Don’t overwhelm them with too many emails as your subscribers will switch off and unsubscribe.


A simple email welcome sequence flow

Typically, a welcome sequence consists of three to five emails that are spaced out over the course of several days over a week or so.

Email 1: in the sequence delivers your lead magnet, welcomes new subscribers and sets expectations for future communication. This is delivered immediately to the subscriber on sign up.

Email 2: provides valuable content that helps your subscribers solve a problem or achieve a goal. You can provide another free resource, a video, podcast episode for example. It’s great if it’s a quick win for the subscriber. This second email is often send the next day.

Email 3: can focus on building trust and establishing your expertise. Here you can get more personal, tell a story of your business journey or your experience with the problem you solve etc.. Include a testimonial or a client’s story and Invite subscribers to tell you their story or respond in some way.

Email 4: Depending on your business and goal, you may also include promotional emails that encourage subscribers to take action. This email can be optional.

Email 5: If you have included an offer/promotion, use this email to reinforce the offer or promotion and provide additional resources or information to help subscribers make a decision.

Refer back to your lead magnet that they got ‘X’ from it. Explain what happens next, they will be added to your regular [insert name of your email list] and receive a weekly/monthly etc nugget of goodness from you.

Your welcome sequence isn’t written in stone, as subscribers move through the sequence you may see you need to make some tweaks to your email content to get more engagement. Test different sequences and track your results to determine what works best for your audience.

email Welcome sequence in flodesk by sm web designs studio
Photo by Anton Jansson on Unsplash

What to do once your subscribers complete your welcome sequence

When your email welcome sequence is complete, you should continue to send regular emails to keep your subscribers engaged and move them towards working with you/buying your product.


Some next steps – nurture sequence:

Once your welcome sequence is complete, you can move that subscriber to a nurture sequence (which you can do automatically in your email marketing platform) and start sending them regular email campaigns. You can send newsletters, product updates, exclusive offers, client case studies or any other type of content that your subscribers would find valuable.

Segment your email list: As your email list grows, consider segmenting your list based on subscriber behavior or interests. This allows you to send more targeted and personalised campaigns to specific segments of your list.

Test your email campaigns: Continuously test and optimize your email campaigns to improve their effectiveness. This includes testing different subject lines, email copy, and calls-to-action to see what resonates best with your subscribers.

Monitor your email metrics: Keep track of your email metrics, such as open rates, click-through rates, and conversion rates, to see how your campaigns are performing. Use this data to make informed decisions about future campaigns and make improvements to your email marketing strategy.

Clean your email list: Regularly clean your email list to remove inactive subscribers or those who have opted out of your emails. This helps to improve your email deliverability and ensures that you are only sending emails to engaged and interested subscribers.

Photo by Anton Jansson on Unsplash

By continuing to send regular email campaigns, segmenting your list, testing and optimising your email campaigns, monitoring your email metrics, and cleaning your email list, you can build a strong email marketing strategy that engages your subscribers and drives results for your business.

I hope this has given you an insight into how a welcome sequence could work for you and your business, enabling you to talk directly to people who want to hear from you.

I’d love to hear from you if you want to chat about email marketing and creating your email welcome sequence.

Sarah x

Sarah - sm web designs website strategy and design for women in business - Owner WordPress https://sm-webdesigns.co.uk designer

Hi, I’m Sarah, owner of sm web designs studio and a female WordPress designer with 10+ years experience.

Curious how we could work together so your website can work for you in your sleep? Book a free 30 minutes call with me and let’s chat! 🙂