How to Create a Welcome Email Sequence

Why do you want to create a welcome email sequence?

So now you have this great opt-in on your website where someone can go and enter their email address in exchange for something valuable that you’re giving to them for free.

Wait – you don’t? Well, that’s what we call a lead magnet and you can learn all about that here.

Once you have your lead magnet up and running, you have the perfect opportunity to roll out the red carpet for your new prospects and show them just how valuable you can be to them.

When someone first opts in to your email list, how you respond is absolutely critical. The actions you take at that moment will make or break your future relationship and the possibility of converting them to a customer.

How often have you seen something on someone’s website that they gave away for free? You gave them your email address and downloaded whatever it was that they were giving you for free. And then days, weeks, and even months went by and you never heard from that person ever again.

Until they decided they wanted to sell you something. Then you suddenly get slammed out of the blue with email after email asking you to buy their new product or course.

What are the chances that you’ll decide buy from someone who basically abandoned you after that first contact? They’re very unlikely, largely due to the fact that over that time, you’ve forgotten all about them.

Don’t be that person!

Instead, take the time at the very beginning of your relationship with every potential customer to show them that you can help them solve the problem that brought them to you in the first place.

Use this critical initial time to develop a relationship with them. This is where they really get to know exactly what you’re all about and how you can help them. And you accomplish this goal by creating a welcoming email sequence. (It’s also called a “nurture sequence” because that’s exactly what you are going to do – nurture your relationship.

When you take the time and set up a welcome email automation, it will set you apart from all the other companies that are in your niche because you’ll be doing something that most of them don’t do: You’ll be establishing a meaningful connection with every new prospect on a personal level.

I recommend including at least 3-4 emails in your welcome email sequence. Each of these emails will be spaced 1-2 days apart. This helps to create the know, like, and trust factor so that your prospect is “warmed up”, knows what you’re all about, knows what to expect from you, and is willing to buy what you’re offering.

Prefer to watch instead of read? Check out the video below:

Here are examples of the first four emails that you can send as part of your welcome email sequence:

The Welcome Email

This is the very first one that they receive from you so it’s the one that you’re going to want to “wow” them with and keep them wanting more.

What most people don’t realize is that the first email that your prospects receive from you after they requested something from your website is the one that’s going to get the highest open rates compared to all of the others, so make sure that you give it the attention that it deserves.

Instead of just sending a generic, “Here’s your free download” email to them, take the opportunity to tell them a little bit about you and your brand, how you’re the right person to solve their problem, and what they can expect from you going forward.

Set the expectation that they are going to hear from you again, which leads us to the very next email….

Solve a Problem

In the “solve a problem” email, you want to take what the problem was that brought them to you in the first place and expand upon it a little bit.

Maybe you’ll give them a bit more guidance or a deeper understanding about the issue that they are experiencing. This is also a chance to expand upon the freebie that they received from you. Ask them if they downloaded/listened to/read what you sent them and address any potential questions that could arise.

If you really want to “wow” them, send along another free download as a special “bonus”! The freebie should complement the original one they received. It creates consistency, cohesion, and a sense of service. It tells them that you understand their problem and that you can help them solve it.

Set the Stage

If the goal of your welcome email sequence is to eventually sell a product, your next email should set the stage for the offer.

I like to use this email to send them links to some of our top blog posts or YouTube videos about the subject. This shows our expertise in the topic and it also shows that we are continuously creating great, valuable content that our subscribers want to consume.

Where can you direct your new audience to that will help them get more help from you and also experience your deep knowledge around your area of expertise?

The Offer

Finally, your fourth email presents a good time to introduce “the offer.” Maybe you’re inviting them to a webinar, or selling an online course, or perhaps you’re promoting your 1:1 services.

You’ve already provided great value with your free download, you’ve introduced them to you and your business, you’ve shared more value and showed them that you have expertise in your field. Now it’s time to show them how they can continue with you in a paid capacity.

You don’t have something to sell or promote right now? No worries! This last email in the welcome email sequence will continue to set the stage for what they can expect from you going forward, whether that’s a weekly email with more tips and guidance, an invitation to join a Facebook group, or even an opportunity for then to “hit reply” and start a conversation with you about what they need help with.

Keep the Conversation Flowing!

Once your visitor has gone through your welcome email sequence, the next step is to continue to engage with them on a frequent basis. I suggest sending at least one email a week, on the same day at the same time, to create consistency. These weekly emails should provide value while also helping them get to know you better.

Setting it All Up

Now that you know what your Welcome Email sequence should look like, you’re probably wondering how you actually set it up!

You’ll need to set up your sequence by using an email marketing platform. This is different from your personal email provider, like Gmail, or Yahoo or.. (gasp!) AOL. It’s an email service that will enable you to both collect email addresses from your prospects and also send them emails.

There are SO MANY different email service providers out there and I know it can get confusing (and expensive), so here are the things you should know…

To send a welcome email sequence like the one I’m talking about above, you’ll need to find an email marketing platform that has an automation email feature. That way, once someone gets added to your email list, all of the emails in your Welcome Email sequence are automatically sent to them in the order and with the timing that you prefer
You also want a platform that allows you to “tag” or “segment” your subscribers so that you can keep track of things from a marketing perspective. For instance, if you have two different lead magnets, you’ll want your email service provider to “tag” your subscriber so you can tell which one she received.

Here are a few email platforms that I’ve used (either personally or for clients) that you may want to check out:


Mailchimp is often the first email service provider that people use because it’s free for up to 2,000 subscribers. And it actually does a pretty good job in terms of the ability to segment your list into groups.

It’s not a bad job especially if you’re just starting out, BUT it’s a bit clunky , so it may take some playing around to get it working the way you want and need it to. I do know many marketers who use Mailchimp every day in their business.

Also, don’t let the “it’s free” aspect of Mailchimp fool you. Yes, it’s free to start with, so long as you have a small list. But if you want to add more than one email in an automation (which you’ll want to do), you’ll have to pay for it! And as you grow your list (which you definitely want to do!) you’ll pay for that too. It’s worth it to consider other platforms that you pay for out of the gate, but give you features that your business will grow into.


I’ve found ConvertKit to be robust enough for most of our client’s needs and it isn’t overly complicated to use. Setting up an automation and tagging and tracking subscribers is fairly easy. The pricing starts at $29 per month for up to 1,000 subscribers and goes up from there.


ActiveCampaign is the email service provider that we use at MavroCreative. It allows for very sophisticated segmenting and automations. While it’s the priciest of the three, it has a quick learning curve, offers the best automation platform out of the three I’ve listed here, and most importantly – it has the capacity to grow with you as your business grows.

Since it may be difficult to visualize what an email automation looks like, here’s a graphic from one of our campaigns in ActiveCampaign:

Welcome email sequence graphic

You can see that once someone signs up for our free download, they are “tagged” and added to this automation and each email is automatically sent after the time period we set (one day).

*I like ActiveCampaign so much that I’m an affiliate, which means that I’ll earn a commission if you purchase through my link

Now you know how to set up a welcome sequence for your new subscribers! 


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