How to Write a Welcome Email Sequence (+Free Template)

How to Write a Welcome Email Sequence

In this post, I’ll show you how to write a welcome email sequence step-by-step.

You’ll learn…

  • The 10 key elements of a successful welcome series (this will help you “wow!” your subscribers)
  • How to get your subscribers HOOKED on your emails (using a secret trick, Hollywood tv series producers use to get people anxiously waiting for the next episodes)
  • How to write a killer welcome series from scratch (exactly what to send, when to send, and why)

You’ll also get…

  • A 4-part Welcome Email Sequence with “fill-the-blank” templates and exact instructions (no opt-in required, just copy and paste)
  • PLUS, a full ConvertKit visual automation template (one-click import all the emails, automation, and tagging you need)

Let’s dive in.

10 Key Elements of a Successful Welcome Email Sequence

It takes 3 seconds for people to form an opinion about you.

If you want to impress someone in person, you can improve your look, body language, and manners.

But what about someone who just joined your email list?

How do you impress them?

How do you make sure that after reading your first emails, they’ll think…

“I like this guy, and if his free content is this good, his service must be awesome!”.

This is where the 10 key elements come into play. 

Let’s see what they are.

10 Key Elements of a Successful Welcome Email Sequence

That’s a lot of things to pay attention to.

But don’t worry.

The welcome email sequence you’ll learn in this post will tick all of these boxes.

We’ll get to writing your emails in a second.

But before that, I want to show you…

How to Get Subscribers HOOKED Using “P.S.”

Picture this.

You’re watching your favorite TV series.

And right when something incredible is about to happen to the main character…credits start to roll.

Bummer.

Will you wait till tomorrow or continue with the next episode (even though it’s already midnight)?

Of course the latter.

See, TV producers have a winning storytelling formula that makes you glued to the screen.

Visual representation of the flow of a good story

Every good episode starts at the beginning, which leads to actions.

Then, when you’re approaching catharsis, the story reaches its climax (also called cliffhanger)…

…without a resolution, so you have to keep watching.

This is what’s called an open loop.

A piece of information you introduce, that arouses curiosity without giving it all away.

A promise of something incredible, that you don’t get just yet.

In other words, it’s teasing.

How to Create Open Loops

Open loops can not only keep your readers at the edge of their seats.

It can also help to grow your email list!

Here’s how.

Get More Email Subscribers with Bullets

Bullet points, or “bullets” in short, are great examples of open loops.

Use them when you’re offering a lead magnet to tease what’s inside, without giving the information away.

When the prospect opts in, the reward (and the conclusion of the “story”) will be waiting inside the piece of content you deliver.

Keep People Reading Your Emails

The second place you should create open loops is your email’s “P.S.” section.

This is the last part of your emails, and you use them just like the producers use cliffhangers.

You can either…

Tell your subscribers that you’re going to continue your story in the next email.

Or, tease what the next email (a “new story”) will be about.

This also means that you need to plan if you want to create open loops in your emails.

Luckily, when you have email sequences, you know exactly what your next emails will be.

And with that…

Let’s Write Your Emails (+Free Copy-and-Paste Templates)

The welcome email sequence we’re going to write will be 3+1 emails long.

The “+1” email is optional, and its purpose is to…

  • Start a conversation
  • Find out with your prospect is currently struggling with

The reason we’re keeping our sequence short is simple.

When someone joins your list, he’ll be receiving your regular broadcasts.

As well as triggering other sequences.

(Unless you have an automation that prevents this.)

This many emails can be overwhelming and exhausting for new subscribers.

Email #1

Send

Immediately

10 Key Elements Focus

  • Align yourself with your new subscribers
  • Set expectations for what will they receive from you
  • Restate benefits of why is it good for them to stay on your list
  • Encourage the prospect to whitelist your email address
  • Celebrate your subscriber
  • Make them join you on your other channels (social media)
  • Tell them what’s next

Subject

  • Welcome to [Your Company]! Let’s get started…
  • Congrats [First Name], you’re in! Here’s how to get started…

How important is my subject line?

Extremely.

People are flooded with emails.

If your subject is generic, salesy, or simply doesn’t sound relevant, your prospects won’t even open it.

Your subject line should either be…

Direct, which works well for delivering freebies, welcoming subscribers, and for transactional emails.

Curiosity-driven, which is better in virtually every other case.

Writing the Email

The first email is all about engagement and making a great first impression.

Now, starting the email bring us to two important questions.

Should I use a salutation?

Yes – if you (the sender of the newsletter) are a company, and it fits your brand’s tone of communication.

No – if you’re sending emails as a person or want to feel more friendly, open, easily accessible.

In most cases, I’d recommend not to use salutations.

Emails should feel natural, coming from a friend.

You wouldn’t start a conversation with your friend like “Dear Emily…”.

Should I use a designed or a plain email?

This is a never-ending argument between email marketers, and my take is…

Write plain emails, and use images if you really want to illustrate something.

HTML designed emails usually have lower open rates, and they are more often treated as spam.

They also take more time to create.

Plus, they often look odd if the recipient uses desktop email clients.

That’s out of the way, let’s get writing.

You’ll start off with a salutation (if you want to use it, and you can also use personalization).

Then, you should introduce yourself.

[Salutation - use your brand’s tone] [First Name],

My name is [Your Name], the [Your Position] of [Your Company].

Next, welcome and celebrate that your subscriber joined your list.

Also, assure them that joining your list was their best decision towards achieving their goals.

I want to take a second to welcome you to our [Tribe, family, community, etc.], but more importantly, I’d like to give you a round of applause.

Joining our email list is the best step you can take to [achieve the desired result your prospect is looking for].

The following paragraph is about setting expectations.

You’ll say once again that your best interest is helping them.

Then, use bullet points to explain what will you email them about, and how often.

Now that you’re part of our [Tribe, family, community, etc.], we want to make sure that you have the best [Resources, tools, guides, etc], so you can fast-track your journey to [The prospects’s end goal].

Here’s what you can expect from us.

• [Tell them what they’re going to get]

• […and how often will you email them]

The upcoming paragraph will be the longest in the email.

This is where you’ll ask your subscriber to take small actions.

Make sure to include the benefits of why is it good for them to take that step.

First, you’ll ask them to whitelist your email address.

This is important to make sure your emails won’t get lost in spam or promotion folders.

Now, to get started, here’s what you should do next.

1. Make sure you won’t miss our emails

In the next 3 days, I’ll be sending you 3 gifts.

Follow these simple instructions to whitelist our address [Insert a link to a page where you explain how to whitelist your address] to make sure you’ll get these.

Next, tell them where they can learn more about you and your business.

2. Get to know us

Here’s a [post, page, video] that explains who we are and what we do to help our [Customers, clients] solve [A problem the prospect struggles with].

Lastly, you’ll point him towards your social channels and groups.

3. Check out our social media channels and give us a follow.

We put our exclusive content [How often], and you can always join inspiring conversations in our comment sections.

Here’s a quick link to our pages:

• Facebook [Link to your Facebook]

• Twitter [Link to your Twitter]

• Instagram [Link to your Instagram]

• LinkedIn [Link to your LinkedIn]

Once that’s done, tell your new subscriber that he can get in touch with you by replying to your emails.

Wish them the best of luck (not mandatory, but I like to do so).

Then, sign off.

Lastly, I want to wish you the best of luck on your journey.

If you have questions or feel stuck, just hit “reply”.

My team and I will be happy to help.

[Sign off],

[Your Name]

Last but not least, include a “P.S.” section and write your first open loop.

In this welcome email sequence, I’m using “3 gifts” as bonuses.

This is to “wow” the subscriber and bump open rates.

P.S. Keep an eye on your inbox over the next few days, because I’ll be sending you three gifts (our very best [Resources, tools, guides, etc]).

The first gift will be waiting in your inbox tomorrow morning. 🙂

Email #1 Template

[Salutation – use your brand’s tone] [First Name],

My name is [Your Name], the [Your Position] of [Your Company].

I want to take a second to welcome you to our [Tribe, family, community, etc.], but more importantly, I’d like to give you a round of applause.

Joining our email list is the best step you can take to [achieve the desired result your prospect is looking for].

Now that you’re part of our [Tribe, family, community, etc.], we want to make sure that you have the best [Resources, tools, guides, etc], so you can fast-track your journey to [The prospects’s end goal].

Here’s what you can expect from us.

• [Tell them what they’re going to get]

• […and how often will you email them]

Now, to get started, here’s what you should do next.

1. Make sure you won’t miss our emails

In the next 3 days, I’ll be sending you 3 gifts.

Follow these simple instructions to whitelist our address [Insert a link to a page where you explain how to whitelist your address] to make sure you’ll get these.

2. Get to know us

Here’s a [post, page, video] that explains who we are and what we do to help our [Customers, clients] solve [A problem the prospect struggles with].

[Link to your post, page, video]

Join the conversation with like-minded [What the prospect is – eg. business owners, entrepreneurs]

3. Check out our social media channels and give us a follow.

We put our exclusive content [How often], and you can always join inspiring conversations in our comment sections.

Here’s a quick link to our pages:

• Facebook [Link to your Facebook]

• Twitter [Link to your Twitter]

• Instagram [Link to your Instagram]

• LinkedIn [Link to your LinkedIn]

Lastly, I want to wish you the best of luck on your journey.

If you have questions or feel stuck, just hit “reply”.

My team and I will be happy to help.

[Sign off],

[Your Name]

P.S. Keep an eye on your inbox over the next few days, because I’ll be sending you three gifts (our very best [Resources, tools, guides, etc]).

The first gift will be waiting in your inbox tomorrow morning. 🙂

Email #2

Send

The next morning after the first email.

10 Key Elements Focus

  • Show your best content
  • Introduce and position yourself

Subject

  • [First Name], here’s the gift I promised…
  • Free gift inside (as promised)

Writing the Email

The second email is all about showing your best content and positioning yourself.

Also, delivering what you promised in yesterday’s P.S.

Start with your salutation.

Then, tell your subscriber that this email is fulfilling the promise you made yesterday.

Which in our case is, delivering a freebie.

This is great, because you not only give him a gift, but you’re staying true to your word.

[Salutation - use your brand’s tone] [First Name],

Yesterday I promised to send you [The deliverable you promised to send].

So here I am delivering your virtual goodies.

Here is a twist.

You’re not going to give them the freebie straight away.

You’ll position yourself first by giving a proper introduction.

This will also help will help you…

  • Start building a relationship
  • Get closer to the person
  • Differentiate yourself from other faceless companies who just “spam them”

But before you jump on using this awesome resource, I owe you one thing.

A proper introduction.

[In this section you should talk about yourself, share stories or examples.

You can use a picture about yourself and your team, but make it friendly and casual as opposed to strict and professional.]

Now that he read more about you, here comes the promised reward.

Give your subscriber the freebie and use bullet points to reassure benefits while arousing curiosity.

Now that you know me a little more, here’s a link to the [Deliverable] I promised:

[Link to the Deliverable]

It will help you get [Result] without [Pain-point], and show you exactly how to…

• [Open loop bullet point - tease the benefit without giving it away]

• [Open loop bullet point - tease the benefit without giving it away]

• [Open loop bullet point - tease the benefit without giving it away]

Check it out now, and you’ll be one step closer to [Prospect's end goal].

Lastly, sign off.

Then, here’s another twist!

In your P.S., deliver your second gift.

This will be a token of appreciation for him reading your emails.

Also, start another open loop, telling him that you’re delivering the last gift tomorrow.

[Sign off],

[Your Name]

P.S. Did you read this email too from top to bottom!?

That’s commitment.

It seems to me that you’re serious about [Achieving the end goal the prospect is looking for].

I respect that, and I’d like to give you [Useful resource] right now as a reward.

This is the gift I should have sent tomorrow, but now you can use it straight away. 🙂

Here it is:

[Link to Resource]

Tomorrow the third gift will land in your inbox titled “[Write your next email’s subject line here]”.

Keep an eye out for that!

Email #2 Template

[Salutation – use your brand’s tone] [First Name],

Yesterday I promised to send you [The deliverable you promised to send].

So here I am delivering your virtual goodies.

But before you jump on using this awesome resource, I owe you one thing.

A proper introduction.

[In this section you should talk about yourself, share stories or examples.

You can use a picture about yourself and your team, but make it friendly and casual as opposed to strict and professional.]

Now that you know me a little more, here’s a link to the [Deliverable] I promised:

[Link to the Deliverable]

It will help you get [Result] without [Pain-point], and show you exactly how to…

• [Open loop bullet point – tease the benefit without giving it away]

• [Open loop bullet point – tease the benefit without giving it away]

• [Open loop bullet point – tease the benefit without giving it away]

Check it out now, and you’ll be one step closer to [Prospect’s end goal].

[Sign off],

[Your Name]

P.S. Did you read this email too from top to bottom!?

That’s commitment.

It seems to me that you’re serious about [Achieving the end goal the prospect is looking for].

I respect that, and I’d like to give you [Useful resource] right now as a reward.

This is the gift I should have sent tomorrow, but now you can use it straight away. 🙂

Here it is:

[Link to Resource]

Tomorrow the third gift will land in your inbox titled “[Write your next email’s subject line here]”.

Keep an eye out for that!

Email #3 

Send

The next morning after the second email.

10 Key Elements Focus

  • Show your best content
  • Introduce your offer

Subject

  • Your third gift inside!
  • [First Name], here’s your third gift!
  • [First Name], I still owe you one…

Writing the Email

The third email continues to deliver your best content.

Plus, it introduces your offer for the first time.

Start the email as usual, and let the subscriber know that you gave him two gifts already.

…which is the reason why you’re writing to him, as you promised three!

[Salutation - use your brand’s tone] [First Name],

I promised you three gifts and I sent you two yesterday…

• [Link to the first gift]

• [Link to the second gift]

…which means I still owe you one!

You should save your best gift for last, and let your subscriber know about it.

Use bullet points to arouse curiosity about what’s inside.

This one’s called [Name of resource, tools, asset, guide] and it’s the best [Resource, tool, guide] we’ve created to date.

Here’s why it’s so special…

• [Open loop bullet point - tease the benefit without giving it away]

• [Open loop bullet point - tease the benefit without giving it away]

• [Open loop bullet point - tease the benefit without giving it away]

Without further ado, here’s the link:

[Link to Resource]

Check it out now!

Last but not least, sign off and use this subtle way of introducing your offer.

Make sure it’s related to what you’ve been sending to the subscriber.

[Sign off],

[Your Name]

P.S. If you liked the gifts that I sent you and you’ve been wondering…

“What’s next level? What’s the fastest way to [The prospect’s goal]?”

…here it is:

[Link to your offer]

[Explain why the offer is related to the prospect’s goal and the content you’ve been sending.

Also, how does it make achieving his/her goal faster or easier.]

Email #3 Template

[Salutation – use your brand’s tone] [First Name],

I promised you three gifts and I sent you two yesterday…

• [Link to the first gift]

• [Link to the second gift]

…which means I still owe you one!

This one’s called [Name of resource, tools, asset, guide] and it’s the best [Resource, tool, guide] we’ve created to date.

Here’s why it’s so special…

• [Open loop bullet point – tease the benefit without giving it away]

• [Open loop bullet point – tease the benefit without giving it away]

• [Open loop bullet point – tease the benefit without giving it away]

Without further ado, here’s the link:

[Link to Resource]

Check it out now!

[Sign off],

[Your Name]

P.S. If you liked the gifts that I sent you and you’ve been wondering…

“What’s next level? What’s the fastest way to [The prospect’s goal]?”

…here it is:

[Link to your offer]

[Explain why the offer is related to the prospect’s goal and the content you’ve been sending.

Also, how does it make achieving his/her goal faster or easier.]

Email #4

Send

The next morning after the third email.

10 Key Elements Focus

  • Start a conversation 

Subject

  • quick question…
  • [First Name], can you answer this?

Purpose

This email is optional but highly recommended.

The goal is to start a conversation with the subscriber.

Find out why they joined your list.

And what problems and challenges they’re currently facing.

This email can make a massive difference to become extremely valuable to your prospect.

Email #4 Template

[Salutation – use your brand’s tone] [First Name],

In the past few days, I’ve been sending you resources to get you closer to [The prospect’s goal].

But we haven’t talked about what is the current biggest challenge that you’re facing.

So, I wanted to take a second to shoot you this email and ask…

What is the number one problem you’re trying to solve now?

Just hit “reply” and let me know.

[Sign off],

[Your Name]

P.S. If you’re wondering – Yes, I read and reply to these emails myself.

I want to make sure you get the best possible help from us, so feel free to email me your questions or feedback anytime.

ConvertKit Automation Template

If you’re using ConvertKit (or planning to use it) here’s a little gift for you.

I’ve put all the…

  • Template emails (personalization included!)
  • Visual automation
  • Tagging
  • Email sequence

…into a shared template, that you can import with two clicks!

Here it is:

And with that, you should have everything you need for a killer welcome email sequence.

Now, take a second and let me know –

Did you enjoy this guide?

Have you put into practice what you’ve learned here?

Anything else you need help with?

Let me know in the comments!

Leave a Comment

Your email address will not be published. Required fields are marked *

I may ran out of a coffee...
but you ran out of things to scroll down to.

Jokes on you.

Actually… Now that you’re here, you might as well join my free newsletter to get my best guides, tips, and other cool and handy stuff delivered right to your inbox.

(✔️ Valuable resources ❌ Spam )

PLUS, you’ll also get instant access to my WordPress Website Building Toolkit (packed with X epic resources!) when you subscribe…

I may ran out of a coffee...
but you ran out of things to scroll down to.

Jokes on you.

Actually… Now that you’re here, you might as well join my free newsletter to get my best guides, tips, and other cool and handy stuff delivered right to your inbox.

(✔️ Valuable resources ❌ Spam )

PLUS, you’ll also get instant access to my WordPress Website Building Toolkit (packed with X epic resources!) when you subscribe…