How to write an email welcome sequence
It’s no secret that email marketing is one of the best ways to generate revenue for your business. But there’s nothing worse than signing up to an email list only to not hear from the business for weeks.
Alright, maybe there are worse things, but it’s definitely not good!
Why you should have an email welcome sequence
These days, an email welcome sequence is a must-have, not just a nice-to-have reserved for overachievers. In fact, a staggering 74% of subscribers expect a welcome email immediately upon joining a mailing list. Don’t disappoint them!
And while one welcome email is better than none, Omnisend’s research has shown that a sequence of three welcome emails outshines one, and generates an 90% average order increase. So, don’t fool yourself into thinking that your new subscriber will be annoyed by multiple emails. They want to hear from you!
Welcome emails are also generally your most opened emails, as they have a 4x higher open rate and a 5x higher click through rate compared to other email marketing campaigns. There’s no better time to share who you are and start building a connection.
An email welcome series also only has to be written once every few years (with possible small updates for relevant information), so it’s one of the best ways to build relationships and increase conversions without a lot of extra work.
What should be on your welcome sequence
Now that we’ve gone over why you should have a welcome sequence, what exactly goes into this thing? Steal my formula for a 5-part email welcome sequence you can use!
Email 1: Deliver the promise
In the first email of your welcome sequence, you should be delivering the promise you made to your subscriber, if you made one, whether that’s a discount code, ebook, or case study. Remind them why their freebie is so valuable in the first place and its benefits.
In this email, you can also tease what’s to come in the following email and ask your new subscriber to white list your email to prevent your emails from going to spam.
Email 1: # Delivering the freebie
SUBJECT: Your wish is my command! 🎁 Your [Ultimate Guide to Eliminating Unwanted Dog Behavior].
Hey XXXnameXXX,
Kudos to you for getting your hands on the “Ultimate Guide to Eliminating Unwanted Dog Behavior” to help you live a more peaceful life with your furry friend.
Because I get it – there’s nothing like the stress of your dog barking uncontrollably at your neighbor, forcing you to be *that* person. You know, the one who’s constantly yelling, “he’s usually not like this!”
Let’s face it, you have a not-so-teensy problem.
Even so, that doesn’t mean things have to stay this way. I mean, the definition of insanity is doing the same thing over and over again, expecting a different outcome.
But that’s not your MO, and you wouldn’t have asked for this download if it was.
I’ve included everything in this guide that I would do if I had a pup with behavioral, um, let’s say, “quirks,” and advice I give to my clients daily.
So while other people with the same problems are running to the store to buy carpet stain remover for inevitable accidents, you’re one step closer to that perfect Sunday morning when you can eat your breakfast in peace without your dog begging for a bite.
Ok, enough of the chit-chat – here’s your guide.
Hope you enjoy it!
Amelia
P.S. I’ll be meeting you here again tomorrow to share a slightly embarrassing story for which I will be giving you full permission to laugh at me.
One more thing, can you hit reply to this email, so I know that you got it? Feel free to just respond “got it” and that’d be more than enough.
Email 2: Tell your story, mission, and values
The second email of your welcome sequence is your opportunity to share who you are, what your story is, and what your mission and values are. This is basically the “why me” section of the sequence, where your new subscriber learns why they should listen to you over any other person. While this email is technically about you, remember to tie this story to your reader and how it’s relevant to what they need.
Because, let’s get real. It’s never really about you.
You can also use this email to make a small ask, like asking for a social media follow in the P.S. section.
Email 2: # Telling your story and mission
SUBJECT: I blame Brad Pitt. 👨
Hey xxxNAMExxx,
Yesterday I promised you a story, and gosh darn it, I’m going to give you a story.
Let’s begin.
In 2020, when I adopted my dog, Rufus (pandemic puppy owners, all rise!), he immediately peed on my living room rug, snapped at my boyfriend, and refused to sleep in his crate. I spent that first night in bed, crying.
I don’t think I understood the magnitude of my decision to get a dog until that very moment. I had dreamed of the park play dates, wintertime snuggles, and living through all the montage clips on YouTube about the joys of being a pet parent.
If only I had watched Marley and Me instead of The Curious Case of Benjamin Button in theaters when they both came out Christmas of 2008. 🎥
I blame Brad Pitt’s perfect cheekbones for my unpreparedness.
What I hadn’t considered in all of this, is that Rufus was dealing with a brand new environment as well as his own past history and genetics. Of course he wasn’t going to settle in right away.
But these behavioral issues persisted and I just assumed there was nothing I could do.
“You can’t teach an old dog new tricks.”
Well, I’m here to say that whoever said that was plain wrong. You can teach a young dog new tricks, and you CAN teach an old dog new tricks.
So what’s my embarrassing confession? (Besides all the crying and the montage dreaming?)
It took me a full six months to realize that.
Six months of inaction. Six months of accepting things that didn’t have to be accepted.
I don’t want you to make the same mistakes I did.
Your relationship with your dog is one of the purest relationships possible, and there’s no reason to sabotage it with bad or no behavioral training. All struggle is temporary and this too shall pass.
I want to help you. I want to help your pup.
And xxxNAMExxx, since you’re on my email list, I want to get to know your problems and help you find solutions.
So, let’s be friends. :)
I’ll be popping into your inbox from time to time to give you the tips and tricks I’ve given my clients who struggled to control naughty behavior.
Thanks for being here.
All my love,
Amelia
P.S. Don’t forget to give me a follow on insta at @ameliapets. Send me a DM to say hi!
Email 3: Learn about your new subscriber
The third email of your welcome sequence is your chance to ask your subscriber to tell you about themselves in a survey (which can be embedded into the email), so that you can segment your audience.
If you don’t know what audience segmentation is, here’s a super brief explanation — audience segmentation means categorizing specific groups within your list based on shared characteristics or behaviors to deliver more personalized and relevant content.
Segmentation can help you improve engagement, prevent unsubscribes, and increase conversion rates.
Here’s an example of this type of email.
Email 3: # ask them to tell you about yourself
SUBJECT: Help me help you
Hey xxxNAMExxx,
There’s nothing I love more than seeing a dog parent go from absolutely overwhelmed to totally zen. 🧘 Really, there’s nothing like finally seeing a pet owner and their dog bond, without resentment (let’s leave that to human relationships, ok?)
Now that I’ve bared my soul in these last couple of emails, I’d love to take a peek at yours.
In the words of Jerry Maguire, help me help you.
So, this is what I need from you. Below, I’m going to list five statements. Click the one that best describes you. This will help me respect your inbox and only deliver stuff that’s right for you.
Alrighty, charge!
🐶 I’m a pet owner with an adorable little pup starting from square one. I’ve never received any dog training.
🐾 I’m a pet owner with a dog older than one-years-old with behavioral issues, but I’ve never received dog training.
🦴 I’m a pet owner who has tried to curb my dog’s bad habits many, many times and I’m at my wits end.
🐕 I have a dog that doesn’t have behavioral problems, but I’m just interested in learning tricks and advice about being a dog owner.
🕵️ I’m mysterious. None of these apply to me.
Thanks for going through this step. I guess I’m just a data nerd and want to understand who you are.
And now that we’ve finished this little quiz, there’ll be no more homework! You can sit back, relax and let me do the work of figuring out how I can help.
But… if you’re feeling like today’s a sharing day, hit the reply button to let me know some of the issues you've been having with your pup or just to say hi. That way, I can plan to include my advice in a future email or blog post (don’t worry, I would never mention names).
Can't wait to hear more about you and your pooch!
Talk soon,
Amelia
Email 4: Provide value
Your fourth email is where you should be providing value to your reader, so they know what’s to come in your emails beyond your welcome sequence. Try giving them your most helpful tips tied with an entertaining story. You can use the P.S. section to include a past testimonial.
Email 4: #provide value
SUBJECT: My kindergarten diva moment
Hey xxxNAMExxx,
Let’s talk about separation anxiety. 🐕 ┃🧍
I think all of us have experienced this phenomenon ourselves, whether in a relationship with a human or with inanimate objects (phone separation anxiety, anyone?).
This topic brings me back to my first day of kindergarten, when my mom tried to drop me off with my teacher, and I couldn’t believe my eyes.
“You’re leaving me with this stranger?”
“What if I get hungry?”
“Who will give me my Lunchables?!”
Although this diva moment lasted a good 30 minutes, by the end of the 5-hour school day, I was having so much fun playing foursquare with my new friends that I didn’t want to leave the school.
What I’m trying to say is, people tend to learn that a little independence can be a good thing when introduced to the right environment.
And the same goes for dogs.
Until dogs grow opposable thumbs, though, foursquare isn’t gonna cut it.
Lucky for you, I’m an expert on this type of thing. 😉
Here are my top three tips for torn-up shoes, pee stains, and noise complaints from your neighbors that will inevitably occur when you have a pooch that has major separation anxiety.
🦴 Leave your pup with a long lasting treat every time you leave the house. You’ll be minimizing the bad feelings that are associated with you leaving them and introducing something they actually like.
🦴 Don’t make it a big deal. I get it – I like to smother my dog with kisses when I get home from time to time, but doing this will just make them feel like you leaving is a bigger deal than it is. You can greet them, but leave the dramatics for another time.
🦴 Ever heard of runner's high? Well, the same applies to dogs. Making sure your pup gets enough exercise can work off some of the stress they feel throughout the day and limit the anxiety of being alone.
I hope those tips were helpful and save some of your shoes.
Talk soon,
Amelia
P.S. Take a peek at this video of one of my clients telling the story of their dog’s separation anxiety. Hopefully, it’ll help you feel less alone.
Email 5: Make an offer
Up until now, you’ve shared your story, provided value, and learned about your subscriber. In your fifth email, the last email of this welcome sequence, you get to make your offer. This is typically not the time to make your highest ticket offer (although you certainly can), since your subscriber has probably only been with you for a few days, but it is a great time to offer a lower ticket item or discovery call if you’re a service-based business.
Tell your reader why they should take you up on your offer and to make your call to action clear and concise.
Email 5: #make an offer
SUBJECT: I have another free gift for you!
Heyyy xxxNAMExxx,
Have I mentioned how much I love communicating with this community and giving my tips, tricks, and warnings lately?!
Sending these emails is truly one of the highlights of my week.
BUT…
While I can give you advice here all I want, I sometimes feel like I’m not doing enough for you and your beloved pups.
It's time to fix that.
So I have a little gift 🎁 for you today.
I am offering a free, half hour consultation to everyone in my email list.
What does that include? Well, it includes my time, my advice tailored 100% to your experience, and well, some fun! I try to make these consults as fun as possible, but also informative so that you leave feeling motivated to address your dog’s behaviors, and confident that you CAN.
And you can ask me literally ANYTHING.
Some of the questions I’ve answered in these calls are:
Proper feeding times and treat planning
How to get the most out of walks with your dog
How to prepare for extended trips where you’ll be leaving your pooch for a few days
Preparing your dog for when strangers come over to your house
The best toys for mental stimulation
I mean it. The sky's the limit.
So what are you waiting for?
It’s a FREE consult where I will give you an action plan for how to treat your dog’s behavioral problems. You can’t lose.
You can reserve some time with me here.
And if you’re feeling cheeky, reply to this email with your favorite pet-related quote. Mine’s this one by Mark Twain, “The more I learn about people, the more I like my dog.” Classic. But also, it’s clear Mark never got to meet people like you. :)
Hope to talk and be able to see your face soon!
Amelia
P.S. Spots will fill up on my calendar quickly, so make sure to reserve a slot ASAP!
After the welcome series
After you’ve done your best to welcome your new subscriber into the fold, you don’t want to squander this connection by ghosting them! Make sure to send out regular value-based emails (ideally at least once a week) so that you always stay top of mind.
Email welcome series best practices
Not all email sequences are created equal, and there are some common mistakes that can hurt the effectiveness of your welcome sequence. Here are a few.
Wait to make your offer
When writing your welcome sequence, it can feel like you have to get to the point and make your offer right away. But, this can be a big mistake. Your new subscriber has already signed up to your email, meaning, they have already shown interest in you. Trust that and focus on providing value and building trust first, not immediately trying to sell your offers.
Focus on your subject line
It doesn’t matter how great the content in your welcome emails is, if you don’t have a good subject line, they won’t get opened. So, taking the time to come up with a good one is very important. One easy way to do this is to write your email first and then take the most interesting sentence or phrase for your subject line.
Make sure your brand voice is consistent
Your welcome sequence is your new subscriber’s introduction to your brand. So, make sure it sounds like the rest of your copy! If your brand voice is funny and casual, your welcome emails shouldn’t be formal and dry. Be consistent.
Personalize your emails
One of the benefits of a welcome sequence is that it gives you a chance to immediately make a connection with your new subscriber. You know what kind of kills that connection? Not personalizing your emails! Make sure you’re getting your subscriber’s name when they sign up to your list so that you can use their name throughout your welcome series.
Final thoughts
A welcome sequence doesn’t have to be complicated. It just has to be intentional. Hopefully, this blog has given you helpful tips to write your welcome sequence.
And if you don’t have the time or the desire to write a welcome sequence for your business, let’s chat.
Or if you want another example of a welcome sequence, sign up to my list and read mine!