You know that feeling when you’re at a friend’s dinner party, red wine in hand, and some guy in a tweed jacket with elbow pads knocks into you, splashing pinot noir all over your top…

Right AT THE VERY moment her posh friend from the office (that you’ve been dying to meet) walks through the door? 

Palms get sweaty. Cheeks turn rosy. And then you spend the rest of the night trying to sound as eloquent as possible so as to not seem like a total buffoon.

Well, this is a lot like what happens when brands don’t have a well-crafted, value-driven email Welcome Sequence in place (aka the first impression moment that decides whether she’ll chat to you all night, or choose a seat at the other end of the table)

But before we get to what will make your new leads stick around long term, let’s go over the foundations… 

What is a Welcome Sequence?

A welcome sequence is a series of emails that automatically get sent out when a subscriber signs up to your email list.

It’s the first-ever impression of what it’s like to be on your list, so it’s essential you introduce yourself (and your quirks), show people the value they’ll receive for sticking around, and if you do this right, you can even add zeros to your bottom line.

The Customer Journey

The moment after someone opts into your email list is when they are most excited to hear from you, so not having a welcome series in place means you’re missing out on an opportunity to warm those readers up to you and your brand incredibly quickly and on easy, auto-responder repeat.

As with any relationship, it takes time to get to know each other, build trust, and a closer bond. It’s a similar thing when someone subscribes to your emails. A good welcome sequence helps your new leads get to know you, start to build that trust, and increases the likelihood they’ll become paying customers on the back of the free education, entertainment or value you’re bringing them early on.

Open rates and click-throughs will be the highest on your welcome series than any other email sequence. 

Often twice as high, according to Andy Crestodina, Chief Marketing Officer of Orbit Media. Therefore it is crucial to make the most of this attention and leave a good impression on new readers. The earlier you hook them in, the more likely they are to become loyal fans who open your email as soon as the notification rolls in.

How many emails should my welcome sequence have?

If you’re thinking: I already send a single welcome email, that’s good enough, right? Not quite. Let me break down the opportunity you’re missing out on:

Scenario 1: 

You send one email that contains: What you do, why you do it, where you’ve been featured, where they can follow you, what your favorite sandwich is… it’s way too much for a single email, and you run the risk of overloading the reader with information.

Plus, your overall message becomes less effective as you’re trying to do too much – not to mention you’re focused on why they should like you vs. how you can support them. One clear message related to your reader’s needs is key.

Scenario 2: 

You don’t want to burden your new subscribers so you just give the bare bones of your business in one email. Sure, you can get away with this early on in your business, but including too little information won’t give new subscribers enough detail about you, your brand story, or what to expect from being on your list. 

Having a single, brief welcome email means you miss the opportunity to get your business in front of your new opt-ins multiple times and cultivate a deeper relationship, which makes it more likely that they unsubscribe when they filter into your regular newsletters.

(Ever opened an email from someone and thought to yourself, “Who the hell is this?”

They likely didn’t have an effective welcome nurture sequence set up.)

When outlining your sequence, aim to have 4-6 emails lined up to increase engagement with the newbies on your list. This gives you time to deliver high-value, educational content that let’s them experience micro wins before you’ve even tried to sell to them.

A great welcome sequence is rooted in compelling story-driven emails

It’s not enough to just list off your qualifications or accolades as reasons why someone should work with you. Even misplaced testimonials and social proof won’t be effective to new email subscribers. You have to pull people into your brand through story, and your welcome sequence is the perfect place to do that.

Stories have been scientifically proven to hold attention and stimulate brain activity. And it’s proven to be 22 times more memorable than stating facts alone, according to psychologist Jerome Bruner. 

Not only that, but storytelling is also at the center of the human experience. It unites us, drives deeper connections, and builds that coveted know, like, trust with your audience. ⁠Each email in your welcome sequence should take your reader on a journey so they become so invested in your brand that they open your next email without even reading the subject line.

Your Email Welcome Sequence Outline 

As well as weaving stories into all of your emails, it’s important that your welcome sequence consists of content around the true wants, desires, and struggles your audience has. That’s why we spend weeks conducting market research here at the KC Copy Studio so every email lends the best opportunity to build a deep connection with your reader and prompt them to take action.

Here are some must-haves emails to include in your welcome sequence:

1. Your Quick Delivery

Most often new email subscribers join your list as a result of opting in for a free or paid lead magnet. Essentially you promised them something in exchange for their contact information or money, and this email is about sending a short and snappy delivery. Be sure to give a splash of your brand voice but unless guided by a copywriter, avoid anything longer than 6-7 sentences.

2. Your Brand Story (as it relates to them)

Aka Your Welcome Email. Here it’s important to build a relationship with your subscriber and using story to entertain and evoke a personal connection is key. You could tell a personal story about a time you struggled like your subscriber currently is, and how you overcame it, softly speaking to your expertise and unique value proposition. 

3. Your Educational Content

Your welcome sequence should always include value-driven content. The KC Copy Studio recommends sending a minimum of 2 value-add emails in the middle of your welcome sequence to establish authority and allow readers to experience micro wins. 

Consider giving readers tips to solve one of their most pressing struggles, debunking an industry myth and sharing your thought-leadership, sending step-by-steps to reach their next goal, or sending an additional free resource. 

4. Your Inspirational Email

One of the biggest misconceptions about welcome sequences is that you can’t sell in them – which is most definitely untrue. Consider using it to strategically support your upcoming sales goals.

You can do this by sending a future pacing email next that paints a picture of what’s possible for your reader if they took a specific action. Give analogies to help subscribers reframe beliefs that keep them stuck where they are and show them how they can be overcome.

5. Your Promotional Email(s)

If you choose to promote a service or product in your sequence, use this email to outline your big promise. Share the overview details but focus more on the transformation the reader will receive. 

Then, consider a follow-up email with a walk-through a case study to show how a previous client of yours achieved what your new subscribers are wishing for (aka what you’re selling). This is a great way to weave in social proof to provide insight into what it is like to work with you. This should give them a last-change opportunity to apply, inquire, or purchase.

Whatever it is, make sure it’s only one clear ask, so that you don’t confuse or overwhelm them.

End your welcome sequence with a purpose

Just like asking someone to go steady after a few weeks of dating, your welcome emails needs to seal the deal at the end of the sequence. 

If not sending promotional emails, conclude your welcome sequence by letting readers know what to expect from you in the future. Use this as an opportunity to reinforce and reflect upon the things you discussed and the steps outlined for them to take in your value-driven emails.

Then, make sure you have regular weekly newsletters lined up once your welcome sequence ends. 

Effective welcome sequence emails not only warm-up new leads but also build a strong sense of trust on autopilot. So make sure you have one set up to give yourself the best chance for creating a highly-engaged email list.

If you’re eager to learn more about how to fire up your email marketing, check out Ignite Your Inbox and become a confident email copywriter and start earning good money for writing great emails!