How To Make a Great Welcome Email Series You Can Steal And Use Right Away

By Dallin Porter December 17, 2020

Ready to learn about how to create an effective welcome email series?


This post contains 10 proven strategies for making a great welcome email series that are working GREAT right now.


Let’s get started!

Refining the art of a successful welcome email series should be at the top of the list for any business strategy.

Investing time into this funnel will not only build customer loyalty but improve conversion rates.

It’s an opportunity to grab a potential customer’s attention, serving information that makes them fall in love with your brand.

It’s how loyal customers are born.

Here’s how to do it right.

What is a welcome email series?

A welcome series is one of the most crucial pieces of content you’ll create.

Think of it this way.

When someone opts into your email list, they’re showing their interest in your offering-this is enormous! The way you decide to engage with them will define whether they stay or go, the difference between a transaction or an unsubscribe.

By definition, a welcome email series is a set of communications delivered to new leads to capitalize on sign-up momentum.

It’s a delightful art centered around timing, design, and content culminating in revenue.

New leads are more valuable than ones that have sat on your database for years.

Nurturing your leads is undoubtedly part of the process.

But if someone’s been lounging on your list for a while, they’ve already decided not to purchase.

A new lead is fresh.

They’re more inclined to act – if you serve them the right content. Ultimately, this is your chance to indoctrinate them into your brand.

First Impressions Count

A welcome email is a perfect medium for introducing what your business stands for.

Outline your core USP’s engagingly, giving customers an overview of your product offering. Put your best foot forward, focusing on the critical content.

You don’t want to bombard customers with too much information; you need to deliver just enough to inspire a click-through.

Your goal is to get subscribers hooked on what you stand for.

Use your welcome emails to:

  • Introduce yourself
  • Tell your brand story
  • Illustrate your key benefits
  • Outline your differentiators
  • Segment your new subscribers

It’s a lot for one email, which is why most businesses opt for a “series.” Most brands communicate the above via several emails.

Serving unique content and building up your value proposition requires a few vital steps.

How to get started     

Step 1: Map The Journey

Before you can craft any email communications, it’s essential to understand the journey you want your users to experience.

Map out your flow on a piece of paper, understanding the process from your customer’s perspective.

Mapping out your journey will give you three crucial answers.

The number of emails you’ll require, each one’s content, and the order they’ll be delivered.

Step 2: Figure out what’s important to your customer

You can’t just think about the story you want to tell. You have to consider what your customers want to hear.

Look at your brand story, understanding how you came to be and what this journey could mean to your new subscribers.

Understand your target audience and their behavior. It will help you focus on the right differentiators for your brand and what offers to include.

Customer feedback is your best friend. Listen to what your previous subscribers have said and use this to define your strategy.

Step 3: Define Your Actions

Generate a campaign structure for your email sends, ensuring you inspire the action you’re enticing. You can’t push a tricky call-to-action in your first send.

The customer hasn’t bought into your brand yet.

As a general rule of thumb, start with a call-to-action with the least resistance.

It could be something like “view a product demo” or “find out more about our suppliers.”

It would be best if you built up momentum before you go straight to a hard-sell. By setting your objectives, you’ll easily define your sequence of actions.

Step 4: Add Context

It helps to personalize your welcome email series as much as possible. Not all of your leads will come from the same place.

Account for this in your content creation. Whether it’s a tweak in copy or a different design altogether, you want to deliver the right interaction points.

Start by segmenting your new subscribers based on the incentive they signed up with. You can then A/B test content, defining what performs best for each audience.

Step 5: Analyze Your Results

Once you have sent your first batch of welcome email communications, check in and see how they’re performing.

Are your subscribers behaving the way you’d hoped?

Is your CTA clear enough?

Look at your A/B testing results and use this knowledge to update your mailers before sending the next batch.

Figure out what steps are working and where you can improve. These learnings will help you create a more effective welcome email series in the future.

The Ultimate Framework For The Perfect Welcome Email

1. Subject line

Don’t try and be too smart with your subject lines. You want to intrigue customers with creative, witty, and considered subject lines.

Don’t be ashamed to incorporate click-bait but be careful not to disappoint. Take a moment to consider which email your writing for and work your subject line copy into your flow.

Some brands opt for the standard “Welcome!” while others kick it off with a promotional offer.

Think about the type of customer you’re trying to attract and incorporate this into this oh-so-important one liner.

2. Personalization

Your brand needs to shine from the get-go. Think about the emotional response you want to evoke and let this drive the content you include.

If your customers have completed an opt-in form, you’ll have their first name. Why not add this to your subject line or incorporate it into your body copy?

Use the software available to make your customers feel like you’ve curated this email specifically for them.

3. It’s about the opening line

A successful subject line affects your open rate, while an opening line impacts your click-through rate.

Like the beginning of your favorite book, you need to hook your customers. If your opening line is boring, it’s doubtful customers will bother to read the rest of the email.

Focus on a clear, concise USP, and make your value proposition the hero.

4. Show your appreciation

It may seem silly but don’t forget to include a warm thank you. In today’s marketing clutter, this customer has opted-in to hear more about you and your brand.

Show them your appreciation with a genuine “thank you.” Some brands take it a step further, offering a gift or coupon in recognition.

Whatever you decide, be real with your customers if you want to keep them.

See below an email that has a bonus appreciation:

5. Sell your story

Your first welcome email has a lot to communicate. You’ve got the pressure of the perfect subject line, the intriguing opening statement, the thank you, and of course, the actual content.

Remember, to drive sales; you need to evoke emotion. It’s an opportunity to build that customer loyalty if you do it correctly.

Take your time and craft content that means something. Use this opportunity to speak to the power of your brand story and communicate what you stand-for.

6. Reinforce the benefit

Your new subscriber has probably signed up to gain access to a particular resource.

Don’t flirt around this topic.

Address it at the beginning of your email.

Remind subscribers what you’re able to offer them, carefully confirming what they’re gaining from opening your communications.

Whether it’s a link to an online resource or a CTA to purchase a product, give it the limelight it deserves.

See below example:

7. Set expectations

Take this opportunity to set expectations about the content subscribers will receive from you. Touch on how often you’ll email them and when they should expect offers.

Frame it intriguingly.

For example, “perks to look forward to” or “understand our rewards system,” drawing customers in for the long run.

It’s an opportunity to upsell and build a sense of trust. After all, you want them to look forward to communications from you.

8. Inspire micro-commitments

A strategic email welcome series subconsciously gets subscribers into the habit of saying “yes.”

It sounds like mind games, and to be honest, sometimes it is. Be thoughtful about how you approach this relationship.

Start small with “follow us on social media” or “grab your spot at our demo” and build up a sense of rapport.

That way, when you hit them with more significant requests, they’re more inclined to keep saying “yes.”

9. Include calls-to-action

The power of the right call-to-action can make or break a welcome email series. Every email should have at least one primary CTA, followed by a secondary CTA.

If you’re struggling to differentiate between the primary and secondary, take a step back and think about your objectives.

Below is a good example of an email that has a call to action:

What is the overarching goal of your email? That’s your primary CTA.

Then think about the secondary objectives you have for your customers, allowing this to drive the next CTA.

It’s a simple concept, yet so many brands forget to reinforce it. 

10. Leave them wanting more

Yes, you want your welcome series to communicate a considerable amount of information to your new subscriber.

But you don’t want to play all your cards in the first round. It’s about building a sense of anticipation, leaving them compelled to open your next set of communication.

Below is a good example from Brian Dean cofounder of Backlinko:

Invoke a bit of curiosity, hinting at what to expect. There’s a reason TV shows incorporate cliff-hangers.

What better way to keep your audience coming back for more?

Be smart with how you include this in your content, making sure you don’t take it too far.

Tips to Remember

a. Strike the right balance

The two most common errors businesses make in their welcome email series are sitting on opposite ends of the “selling” spectrum.

On the one hand, you have incredibly promotional emails, attempting to convert customers immediately.

On the other, you have a content masterpiece with no call-to-action. Find a middle-ground, and you’ll be streaks ahead of your competitors.

b. Keep it real

Automate your welcome series but keep your human quality. The goal is to create a sense of trust and brand equity with your audience, not make them feel like another name on a cold-call list.

Keep it conversational, light-hearted, and engaging. Avoid being generic, throwing in business talk for the sake of it.

c. Focus on your goal

Never lose sight of your end goal. You want to turn subscribers into customers.

It’s the sole purpose of a successful welcome email series, don’t get caught up in the fluffy content ideas.

Be authentic and strategic – nudging your readers to convert.

d. Get welcoming!

A thorough welcome email series can be the difference between converting a subscriber into a customer or building a base of dead leads.

Take the opportunity to develop better relationships, cultivating a more robust connection that’ll drive multiple conversions.

Create that brand love and sell your story. It’s what keeps them coming back for more.

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Dallin Porter

Dallin Porter is a Communications Manager at Galactic Fed. A self-motivated and strategic professional with 7+ years, experience, and success working within the communications, marketing, and content management industries.

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