How to Write an Email Welcome Series

how to write an email welcome series email marketing bozeman montana


Your email welcome series, often called a nurture series, is the first 1-5 emails your subscriber receives after signing up for your list.  

This is a set of emails that you set up with your email service provider (I recommend Omnisend). 

These should be automated emails, meaning you set them up once and they automatically send each time someone subscribes to your list.  

Your welcome series is the first date of your email relationship.  It's the first look into what they can expect from you:  How you speak.  What you like to talk about.  What your shared interests are.  

It sets the tone for the rest of the relationship and, if done well, can give them a good reason to want to read more of your emails.  

Welcome emails increase the credibility of your company.  Customers can be skeptical of new brands but receiving a welcome email can help them warm up to you much faster.  

These stats from Neil Patel illustrate just how impactful welcome emails can be.

  • Welcome emails typically have a 50-60% open rate -- higher than any other marketing email
  • 45% of subscriber purchases happen within 24 hours of the opt-in 
  • Reading your welcome email makes the subscriber 40% more likely to read another email from you within the next 6 months


Another reason to write a welcome series?  Your customers expect it.

76% of people expect to receive a welcome email immediately after signing up for your list.  


Don't confuse a welcome email for a confirmation email. 

If you have a double opt-in list, the first email your customers will receive will ask them to confirm their email address. 

The welcome email should follow their confirmation. 

Do not combine your confirmation email with your welcome email. The confirmation email deserves to be its own email because without their compliance with confirming, they aren't actually on your list.  

So, after they've confirmed their subscription, what should you send them?


Welcome Email #1

Schedule your first email to send immediately after they sign up for your list.  

1. A genuine WELCOME.  Let them know you're glad they're on your list.  Say thank you.

2.  Fulfill any promises with this email.  For example, if you promised them a coupon or a download in exchange for their email address, give it to them here.  

3.  Tell them what frequency to expect, both from your welcome series and from your brand in general.  How often do you plan to slide into their inbox?  Do you email your customers once a day, once a week, or once a month?  Let them know how often they will hear from you.  

You can say, "This is the first of three introductory emails you'll receive from us this week.  After that, we'll email you once a week."

Remind them that they can unsubscribe any time by clicking the link at the bottom of the email.

Be sure that there IS an unsubscribe link at the bottom of the email. 

If you're using an email service provider designed to send marketing emails, this will automatically be included in every email because it is the lawful way to send marketing emails. 

4.  Tell them what content to expect.  

Do your emails often point the reader to your blog?  Let them know that.  Link to some examples of your favorite or most popular blog posts.  

Is your business focused on providing a service?  Help them understand what your business does, in simple, concise terms.

Do you send out a coupon every week, or updates on events?  Whatever your email content will entail, let your customers know.

In the PS of your email, give them a teaser about what they can expect in the second email of the series.  Make it appealing so they'll be sure to open that next email when it arrives.


Welcome Email #2

Schedule your second email to send 1-2 days after they've received email #1.

1.  Tell your story.  People buy from people. So, use this email to talk about the personal aspects of your business.  Don't talk about what the business does.  Talk about the WHY. 

Tell your customer what makes your brand unique.   What are you offering that sets you apart?  


2.  Invite them to connect.  Remember, they're new here.  They might not know how your business operates or in which ways they can contact you.  

This is the perfect place to link your social platforms, invite them to book an appointment or ask them to reply to the email.  Make sure the action you're asking them to take is in alignment with your company.  



Welcome Email #3

Schedule your second email to send 1-2 days after they've received email #2.

1.  Share a success story or a review from a happy customer.  This is all about social proof and will vary greatly depending upon your business.  

If you're a service provider, share a testimonial or case study about a recent client. 

If you're a product-based business, share some reviews from your customers.

Including this social proof in your welcome series lets the customer know they make a good decision in signing up for your list.   

2.  Invite them to shop or schedule.  If they've read all three of your emails, they're interested in your brand.  Lead them to their next destination.


In every email, be sure to include:

High-quality images that capture the essence of your brand..

A straightforward structure and a clear CTA (call to action) button so the customer knows exactly what action they should take.

Brevity.  If your email is too long, they won't read the whole thing (we're skimmers -- all of us!) and they'll be less likely to open the next email you send them.  




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