You’ve been told you need an amazing welcome sequence for your business, but…you’re not really sure what a welcome sequence is.

Or maybe you know how a welcome sequence can increase conversions and grow your email list…but you have no idea how to put one together.

If all this sounds familiar, today’s post is for you, my friend.

I’m gonna break down what a welcome sequence is, why it’s important, and how to create your own.

Y’all ready? Let’s dive in!

What is a welcome sequence?

First, let’s cover what a welcome sequence actually is and why you need one. 

A welcome sequence is a series of emails that helps you welcome new subscribers, and allows them to get to know you.

A welcome sequence also helps you segment your list. You can encourage your subscribers to book a call, apply to work with you, or check out a product or service.

You might’ve heard a welcome sequence called a “nurture sequence” or “top of funnel sequence” before.

That’s because it’s one of the beginning steps in nurturing a relationship with your audience — which begins at the top of your sales funnel.

Makes sense, right?

Now, don’t be intimidated by all the things a welcome sequence can do for your business and email list. Your welcome sequence is important, but it doesn’t have to be long or complicated to get the job done!

My 5-step welcome sequence signature framework

My 5-step signature framework will help you figure out when to send an email and what to say. Let’s get into it.

Step 1: your delivery email

Your first email is your delivery email, and you’re gonna want to send that immediately.

This is where you send them instructions to download their freebie, or a link to login to your site, or confirmation of their order.

Because your subscribers are looking for your opt-in, keep this email short and sweet. Deliver the goods and that’s it.

You can say something like, “Hi friend, thanks so much for downloading my guide! It’s packed full of advice or resources to help make things easier for you!”

Then you can sign off with “let me know what you think” or “send your questions my way.”

That’s it!

2: your brand awareness & connection email

Next, your second email will help build brand awareness and connection with your audience. I recommend sending it about one hour after your delivery email.

This email will introduce new subscribers to your business and let them know what to expect in your future emails.

In this email, you can talk about what you do and why they should listen to you. Like, “I’ve been in your shoes before…and I learned the hard lessons so you don’t have to!” 

Your third email will introduce a problem, pain point, or struggle they’re experiencing. You’ll then position a resource or tool of yours as the solution. 

This email should be sent 1 day after the second email.

In this email, you might say, “Yesterday, you downloaded this freebie, and I hope you’ve found it helpful. But maybe you’re struggling with or experiencing this…that’s why I created this other tool/program/resource. And I want to share it with you. Here’s what you can do with it!”

3: your problem-solving email

The third email accomplishes two things: one, it shows your subscribers what you have to offer other than what they already downloaded. 

And two, it helps them become a bigger fan of yours and encourages them to stay subscribed.

Okay, three emails down, two to go!

4: your take-action email

Your fourth email will train your subscribers to take action. I recommend sending this email 1 day after email 3. 

The goal of your fourth email is to help your audience feel comfortable interacting with you. Replying to your email with questions, reaching out to you via DMs, whatever!

In your fourth email, you can talk about what you’ve shared with them so far and remind them that you’re here to help. Then ask them what they need help with. Simple as that.

5: your next-steps email 

Alright, we’ve come to the final email! Maybe. I’ll explain in a second.

Your fifth email is a bit of a “choose your own adventure” thing. You can choose one of three paths:

1. You can set up expectations and let them know when and how often you’ll show up in their inbox.
2. Or, you can begin to sell to them now.
3. Or, you can keep your welcome sequence going a little longer, by further nurturing your relationship.

Whichever path you take, remember to thank them for being subscribed and include a call-to-action, or CTA! 

Now, what you choose depends on you and your end goals. And this will impact how long your welcome sequence is.

Start with the end in mind

That’s why, before you start mapping out each email in your sequence, I recommend starting with the end in mind and mapping out the journey you want your subscribers to follow.

You might be surprised to find that you don’t want to sell to your audience at all during this sequence.

Or that you want to warm them up toward a bigger ticket purchase, like a program or course, and your sequence needs to be longer.

That’s all 100% okay. You’re doing what’s right for your business and your audience. That’s what matters!

Here’s the framework again:

Okay my friends, let’s recap the 5-step welcome sequence framework:

• Email 1 is your delivery email that should be sent immediately. Deliver the goods and keep it short and sweet.
• Email 2 is where you introduce yourself and connect with your audience. Send this email 1 hour after your delivery email.
• Email 3 is where you introduce your customer’s problem or pain point, then offer up a quick-win. Send this email 1 day after your second email.
• Email 4 will train your audience to act and feel comfortable engaging with you. Send this email 1 day after your third email.
• Email 5 is where you set expectations, begin to sell, or continue your welcome sequence. It’s up to you! You’ll send this email 1 day after the fourth email.

And there you have it. Five steps (maybe more) to put your own welcome sequence together. 

Remember, when you start building your own sequence, keep it as long or as short as you need it to be. I think mine has 6 emails in it right now. If you follow the framework and create those emails with purpose, you’re golden.

I hope this post brought more clarity to what welcome sequences are and what they should include! 

If you’re looking for more guidance, or if you’re short on time and want a killer welcome sequence sooner rather than later, I have something that’ll help.

I have an Email Welcome Sequence + Strategy + Template Swipe Files over in The Email Template Shop. And I’ll link it for you in the show notes.

Basically, this has everything you need to create your email welcome sequence, — PLUS strategy, a visual automation map for setting up your emails, and a quick refresh on creating a lead magnet your audience wants.

Grab your welcome sequence strategy with template swipe files now so you can start growing your list and increasing conversions. 

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Want more of where this came from? Check out other show notes here.