Why you need a welcome sequence for your email list
If you have an email list where you send emails through an email marketing platform, you should also have a welcome sequence set up.
Let me explain ↓
A welcome sequence is a series of emails that automatically go out after someone signs up for your mailing list. Welcome sequences are typically 3-5 emails that get sent within a week or so of someone joining your list.
The purpose of your welcome sequence is to allow new people to understand what they can expect, who you are, and what you can offer them.
These first few emails allow you to build a relationship with your new subscriber before they start receiving your regular emails. If they get to know you first, they are more likely to trust you, stay on your list, and become your biggest supporters.
Your welcome sequence builds clarity and understanding but there is a balance between giving enough information and not overwhelming folks with too much info right away.
So, how would I set up a new welcome sequence from scratch?
First, let's talk about the technical set-up…
You'll need to figure out how to actually set things up in your email service provider from a technical perspective. We use Flodesk but you might be using another provider like Mailchimp, MailerLite, etc. In Flodesk the function to set up a welcome sequence is called a “Workflow”. In your provider it could be called something else.
If you don’t already have an email marketing platform set up, or if you’re looking to switch, use this link to get 25% off your first year on Flodesk. We love Flodesk because it has a beautiful, simple, and user-friendly interface. If you need a platform with intense analytics features, Flodesk may not be for you, but if you want something simple and fun to use, it’s the best! We’re an affiliate so we get a little kick-back if you sign up using our link.
To set up your welcome sequence in Flodesk, go into the “Workflows” tab and click the “+ New workflow” button near the top of the page. From here, go through the steps to set up your workflow and incorporate your brand colors and fonts into your welcome sequence emails.
The email platform will allow you to select what triggers someone to begin in your workflow, what happens next, what time delay you want between steps, and what happens when they end the workflow.
We have ours set up so when someone signs up for our email list they get added to an audience segment called “opted into welcome sequence” and when they end the sequence they get added to the audience segment that gets our regular newsletter.
I won’t go through set-up in every email provider so best to do a quick google search for “how to set up a welcome sequence in [insert your email marketing platform here]” to figure out the technical steps for whichever platform you use.
Now, let’s talk about what to write in each email…
I’m going to tell you when to send each email in your welcome sequence, what to include, and why each piece is important.
Email 1
When: As soon as someone signs up for your list they will get this first email.
What: An overview of what folks can expect (ex: “We send monthly emails with information about events and volunteer opportunities”). In this email go over when and how often the subscriber can expect to hear from you, invite them to connect with you on other platforms (like social media), and invite them to place that email in their “primary” folder, which helps avoid your emails going to spam.
Why: This first email sets the tone and builds clarity for what’s next. Make sure you’re infusing your brand voice from the start so folks get a sense whether your brand is more serious and formal or more playful and cheeky.
Email 2
When: 1-2 days after the first email goes out.
What: The second email is all about getting to know you. If you’re a personal brand you can write about yourself and how you came to start your biz. If you’re a non-profit this would be a good place to share a message from the Executive Director or Board Chair. I would still include a personal story explaining why the work of the org is important to you, and then include some information about who and how your organization helps. At the end, invite the subscriber to email you and share something with you that’s connects them to your story or your work.
Why: This is where the relationship starts being built. The subscriber starts feeling connected to your organization and it’s purpose. Inviting them to reply helps encourage a two-way relationship.
Email 3
When: 1-2 days after the second email goes out.
What: The third email is where you can sell the subscriber on what you offer. If you’re a business, you can talk them through all the ways they can work with you and invite them to take the next step (ex: book a call, go to a checkout link for a digital product, etc). If you’re a non-profit, you can walk them through all the ways they can get involved in your work (ex: donate, volunteer, become a board member, etc).
Why: Your regular emails shouldn’t be solely sales focused all the time but this is your opportunity to really let someone know all the ways they can collab with you. This helps continue to introduce someone into your brand’s world and what you offer. It’s also a natural next step after telling them more about you and your story in the last email.
And now you have a plan for your welcome sequence.
In marketing and communications, there are really no hard and fast rules so if you want to add more emails to your sequence or space them out differently, do what feels best for your context.
I wanted to give you the basics to get started and you can adapt from here.
Want some extra help setting up your welcome sequence?
If you want help setting up your welcome sequence you can book a call with us to learn more about our process and pricing for working together on your email set-up.
If we haven’t met yet, hi — my name is Meghan Doucette and I’m The Brand & Website Designer for non-profits, social impact orgs and values-led businesses. I live by the sea in rural Nova Scotia with my partner, dog, and two cats.
I’ve been working with non-profits for 10+ years because I don’t really give a f*ck about selling products but I do give a f*ck about helping you make a bigger impact for people and the planet.
If you like my blog and want to stay in touch, here’s how:
Subscribe to my newsletter, where I help you communicate your impact with clarity, accessibility, and care at the heart of it 🩷
Join the Social Impact Comms Club, an online community for values-led comms folks to connect and share feedback with each other. In this house we believe in collaboration over competition.
Check out my brand services. I create brand strategies and visual identities for non-profits, social impact orgs, and values-led businesses.
Check out my website design services. I create beautiful and functional Squarespace websites for non-profits, social impact orgs, and values-led businesses.
Check out The Lemonade Stand, my online shop where you can purchase templates, strategy calls, and other lower ticket services.
Read the rest of our blog, where my biz partner Emily and I share information about communications and marketing, branding, and website design for non-profits.
To get in touch you can send me a DM on Instagram, connect on LinkedIn, or send me an email at meghan@lemonadeco.ca
