Welcome sequence 101: What it is, why you NEED one, & what to include
Once you start an email list, one of the first things you should do is set up a welcome sequence.
Even if you don’t have a lot of time, even if you don’t know what to write, even if you only have 3 people on your list, even if…
No more excuses.
If you’re building your list, you NEED to have this sequence!
Get scrappy and put something together now, and you can always go back and tweak it, improve it, and add to it over time.
But why am I being so pushy about this whole welcome sequence thing?
First, it’s tough love, not being pushy 😉
Second, because this sequence is arguably the most important sequence you can have set up for your biz.
No, it might not be a huge money maker…
But the money won’t happen down the line if this isn’t set in place.
Before I start digging into WHY this sequence is absolutely necessary, let’s start with the basics.
If you’re starting from absolute zero, I don’t want to leave you hangin’!
What’s welcome sequence?
A welcome sequence is a series of automated emails that a new subscriber will get the moment they sign up for your email list. They may have opted in through a general email list sign-up, or they may have found you through a freebie you’re offering.
Either way, this sequence is the first step in building trust and connection with your community. A strong welcome sequence will give them a solid idea of who you are, what you do, and how you serve your ideal clients.
And it does so at the perfect time, because the moment they sign up is the exact moment they’re most excited to hear from you.
…and they’re expecting it.
Why welcome sequences are important af
First of all, welcome sequences are easy to set up. You write it once, automate, and forget it (other than updates and tweaks here and there). That’s it! Meanwhile, it continues to do the work for you in the background. It starts nurturing your new subs, gives them important info, and gets them liking you just a little bit more.
Now, I want you to think about this for a moment…
Imagine you just signed up for an awesome freebie you can’t wait to get your hands on. Or maybe you came across someone who you felt really aligned with, and after poking around their Insta or their website, you wanted in on all the juicy info.
Either way, the next step is what? You sign up for their emails. And you’re DAMN excited to start getting them.
So you enter in your info, head to your inbox to read the first one (and get that freebie!), and… 🦗
Oh… you didn’t get one? Now that’s a problem. And not just for you, but for the brand as well. Because this is the single most important moment to make a great first impression on someone new coming onto your list.
That’s also why welcome emails have the highest open and click through rates of any other email. But it makes sense… if you’ve made such a good impression on someone that they’re literally ready and willing to hear from you, they’re practically dying to get that first email.
Just to give you a peek from my own emails, take a look. I currently have two ways people can enter my list, from my general email sign up and through my free guide that helps entrepreneurs use story-driven emails to connect with their readers. I just went and took a screenshot of these while writing this so you can see.
General welcome email
Freebie delivery/welcome email
WAY higher than the “average,” huh? That first email will give you the highest open rate you ever see! But the other emails within your sequence will be high as well. You’re still fresh in their head, after all. As I’m writing this, the average open rate for my entire welcome sequence is 65.16% and click rate is 10.24%... both WELL above the average for all emails. So once you get that sequence in place, you’re already at a huge advantage.
But back those 🦗 we talked about before. Let's say you’re excited to get a welcome email from someone you just subbed to and you don’t get anything… Well, you’re actually not alone in feeling that moment of anticipation… and disappointment. Because get this:
👉🏻 About 75% of email subscribers expect to get a welcome email once they’ve signed up. BUT…
👉🏻 Only 40-60% of brands actually send one. (Yea, I know that’s kind of a big range but I couldn’t find consistent stats 😂)
👉🏻 1/3 of subscribers who receive a welcome email are 33% more engaged overall
If you’re anything like me, you’re looking at those numbers thinking, wait a minute, that doesn’t add up.
I KNOW! For something that SO many people are expecting, and that can greatly increase overall engagement on your list, you’d think every single brand would be doing it. Blows my mind.
But that’s why you’re here. Because you either have one already and want to make it better. Or you know you need one and you’re gettin’ on it like, today.
What your welcome sequence needs to do
While the amount of emails in this sequence can vary from 3-7… or even more if you’ve got a more involved strategy, they need to do a handful of things for you.
So at the very least, within your emails, make sure you’ve got these covered:
Deliver your freebie
If you’ve got one, make sure they get it asap.
Set expectations
People want to know what they got themselves into, so let them know! Talk about how often you send emails, what kinds of things you’ll be sharing, and what they can expect from you.
Give them an out
Make sure the option to unsubscribe is clear as day and easy to find. Yea, you might initially think it sucks when someone wants to leave BUT… do you really want someone on your list who isn’t actually interested in what you do? NO MA’AM!
Introduce yourself & your brand
Now more than ever, people want to feel connected to the people they’re buying from. Introduce yourself on a deeper level and start to build the relationship from the very beginning. Share a story, an interesting moment, or something important you think they should know. Make sure they’re aware of what you do and who you serve.
Add value
I’ve talked a lot about how you can do this in your nurture emails, but don’t wait until they’re done with your welcome sequence to start adding value. You should be doing that from the get go. Elaborate on the topic you covered in your freebie, link to a high-value blog post or podcast you created that relates to the topic of the email, or give tips & tricks for a quick win.
Tell them where you’re hanging out
Make sure they know where to find you beyond your email list. Share what social media platforms you’re on, your website, or any other communities you’re a part of that you want them to know about.
Open up communication
Show them you’re there for them, to serve them, to build community with them, to help them get through the issues they’re dealing with (which is why they’re there… because YOU do the thing that can help them!) Open up a two way convo, ask questions for them to reply to, and actually respond.
Share a $$ offer (if you’ve got one)
Yes, before your welcome sequence is over, you CAN sell to them! Now, I wouldn’t recommend throwing in your high-ticket $10k coaching program because that’s like asking them to marry you on the 3rd date 😬 But low-ticket offers, workshops, extensive guides, opportunities to work 1:1, etc… It's all fair game.
And if it feels icky to you, remember this: they signed up because they’re interested in what you do. And one of these paid offers might be EXACTLY what they need at this very moment.
Be you from the beginning
I can’t tell you how many BORING ASS EMAILS I’ve unsubbed from because they sound so… bland. Show your readers who you are. Use YOUR voice, YOUR personality, YOUR stories, YOUR way of speaking…. You get it. That’s why I swear in my emails and say random things sometimes! It’s 100% ME 🤭
If you started reading this post unsure of if you really need a welcome sequence, I hope you’ve been convinced. Because if you don’t have one yet, you’re really doing yourself (and your new subs) a huge disservice.
Remember, it doesn’t need to be perfect at first. Just get some ideas down, share your stories, and start connecting with people.
And if the story bit is the part that freaks you out, this free guide will help. (And shit… if you sign up, you’ll get an example of a welcome sequence sent straight to your inbox 😉😂)
Thinking you’d rather have someone else do this for you? It’s a lot, I get it! But this is the stuff I LOVE doing!
I’d love to chat and see how I can whip up a kickass welcome sequence for your biz. Start a convo 😊
Do you have a welcome sequence in place? What’s your favorite part of it? What’s working or not working so well?
