Writing An Email Welcome Sequence: What It Is And Why You Need One

bookmarked under:

Know you need to get into email marketing, but not sure what comes after you create your first freebie? I can help with that. In this post, you’ll learn all about what a welcome sequence is, and why you need one Let’s get to it, shall we?

What is a welcome sequence?

A welcome sequence is a series of emails that you send new subscribers in an effort to help them get to know you and your brand better. As I mentioned in my previous post How To Grow Your Email List With A Lead Magnet, sending a new subscriber your freebie and then never speaking to them again is like ghosting someone after a first date and expecting them to still like you and welcome you into their home.

Why are welcome sequences important?

Let’s address the harsh reality of the world of freebies: people do not care about who they download freebies from. More often than not, you don’t even know the person you’re downloading the freebie from. You’ve probably never heard of them in your life.

I’m willing to bet that at least 80% of the people who have downloaded my lead magnets have either found me on Pinterest, with no prior knowledge of my existence, or Googled something like “how to write a homepage” and opted for downloading my quick checklist instead of reading through my lengthy blog posts.

Welcome sequences are necessary because they help your subscribers get to know you, so they come to like you, so they come to trust you, so they eventually buy from you.

Because while, yes, I love everyone on my email list, and I get a great deal of joy from sending them a weekly newsletter every Tuesday morning, I’d be lying if I said my ultimate goal wasn’t to make more people aware of my services, encourage them to book a strategy call, or to create an engaged audience to launch my eventual course to. I’m not out here sending weekly newsletters for my health.

(Although, if I do say so myself, the Tuesday Table of Contents is pretty fun, and I would definitely miss it I didn’t write it every week.)

That being said, though, I don’t expect anyone on my email list to invest in my products or services without a comprehensive knowledge of who I am, why they can count on me, and how I can help their brand or business grow.

Your welcome sequence helps you build trust with your audience, allows you to establish your credibility, and gives you an opportunity to nurture your relationships—so that you can create (and maintain) an engaged, ready-to-invest email list.

Okay, cool. So… how does one actually write a welcome sequence?

Great question! I’m going to give an unpopular answer, similar to my unpopular opinion on About pages: there’s no foolproof formula.

The whole point of your welcome sequence is to introduce yourself to your audience. Your true, authentic self. Of course, there’s a strategic way to approach the sequence, but in terms of what you say, well, that comes down to your brand voice, and your overall goals for your email list.

Alright, now that my “be yourself” disclaimer is out of the way—here’s what I recommend sharing in your welcome sequence:

  1. More context about who you are, what you do, and who you do it for.
  2. An overview of all the ways you can help them / all the ways they can work with you.
  3. Extra elements of free value, like tips or tutorials about something you know they’d benefit from.
  4. Any info you think would be helpful for them to know before working with you.
  5. What they can expect as a member of your email list.

 

If I have 4 freebies, do I have to have 4 welcome sequences?

Nope! I beg you, please don’t make extra work for yourself. This is where segmenting your list will be a dream come true. Your ESP (email service provider) will give you the option of creating different segments (aka different portions of your list) for each of your freebies.

I use Flodesk, because I’ve found it’s the most user-friendly, accessible, aesthetically-pleasing, and helpful ESP on the market. At only $19/month (when you use a discount code, like this one), it does everything I need from an ESP and I freaking love it.

My list is divided by lots of segments, most of which are opt-ins from my five free resources. I recommend using your lead magnet delivery email as a template, and adjusting the structure of that one email based on whichever freebie you’re delivering. Then, create a segment called something like “welcome sequence” and make the next step in your workflow “add a trigger” and click “add to segment” then choose “welcome sequence.”

For more Flodesk tips, check out their recently-launched resource hub, Flodesk University. And if you plan to sign up, click this link or use my code “BTLCOPY” for 50% off for life!


Did you find this post helpful? Download any of my freebies and hit “reply” to my lead magnet delivery email to let me know you came from this post and get 10% off my email copywriting services!

love this post?

share it!

Hi, I'm Sara—Website Copywriter & Marketing Mentor.

If you're an entrepreneur, business owner, or course creator with big dreams of success and growth—and a big, scary blank document standing in your way every time you sit down to write your own copy—nice to meet you, I'm your new solution. 

Through what I like to call sales-focused storytelling, I'll help you find your brand's voice, perfectly position your offerings, develop your target market, and write copy that resonates with your ideal audience. And I'll do it all while keeping your personality at the forefront of every draft, to ensure that each word aligns with your true self. 

let's work together

Curious about crafting a compelling narrative? I'm on it—here's how I can help.

Copywriting
Services

Email
Marketing

Mentorship for
Copywriters

Writing your own website or sales page copy doesn't have to be a something you stress over anymore. I'd love to work with you to craft conversion-friendly, SEO-optimized copy your leads will love.

As an absolute email marketing fiend, there's no one more qualified to write the most click-and-binge-worthy emails for your next campaign, launch, nurture sequence, or newsletter. 

There's no better feeling than having the complete support of a trusted, dedicated mentor by your side as you navigate your journey as a new freelance copywriter. 

One marketing tip,
once a week.

DELIVERED STRAIGHT TO YOUR INBOX EVERY TUESDAY. YOU IN?

Thanks for subscribing—Chat on Tues!

© between the lines llc, 2022.  |  legal  |  site credit