How to Write an On-Brand Email Welcome Sequence for your Business (with Social Kat Media)
Listen, I’m not into welcome email sequences that feel like they’ve been generated by ChatGPT. Getting an email every other day pitching your services because I signed up for your list just isn’t my dream.
You know what keeps me subscribed to a list beyond the first few emails? A fun, on-brand welcome sequence! Your welcome email sequence should make your new subscribers feel like they know you and your brand, not just generic sales pitches and discounts.
Let me introduce you to one of my recent clients (and friends), Kat from Social Kat Media! Kat is the Head of Strategy (and memes) at Social Kat Media, a social media agency for small businesses. I love Kat because her mission is to make social media FUN— not just tolerable, as so many business owners feel. Her brand is SO fun and SO authentically her. Picture all the pink, memes, and Taylor Swift content. I knew we had to incorporate all of those into her welcome sequence!
Kat already had a welcome sequence set up, but she wasn’t in love with it. Recently, we wrote and set up a welcome sequence for Social Kat Media to help bring in more leads, introduce her, and sell her upcoming Social with Kat Club membership.
(And a quick humble brag: after setting up her welcome sequence and putting her current subscribers through it, she got an email less than 5 minutes later asking for more information on her services because they’re interested in working with her.)
Today you’ll learn to write a short, simple on-brand four email welcome sequence. You’re welcome to add more, but this is the bare minimum amount I’d recommend in your welcome sequence. If this is your first sequence, you can always try this and add emails in as you go!
What is an email welcome sequence?
A welcome email sequence is a series of emails sent to a new subscriber when they sign up for your email list. They’ll get them over a short period of time (not all at once!).
You might be wondering, “uhhh… but isn’t that a LOT of work whenever someone signs up?”
Don’t worry, you’ll set it up to trigger to automatically send to a new subscriber with your email provider. Depending on your provider, if you’re using a free plan, you may have to upgrade to a plan that includes automatic email sending. I use Flodesk* which makes it super easy to set up and send stress free! (Want to try Flodesk? Click here to try your first year 50% off!)
Over the course of a week or so, your new subscriber will be welcomed into your brand and community without you lifting a finger!
Why write an email welcome sequence for your business?
Listen, there are so many amazing reasons to have your own email welcome sequence, but here are a few of my personal favourites:
A welcome sequence builds trust with your subscribers
Ever gotten an email from someone and wondered how the hell you got on their email list? Don’t let someone sign up and then get ghosted for months until they hear from you again! A welcome sequence helps you effortlessly welcome your new subscribers. It also builds trust.
A welcome sequence gives immediate value to your subscribers
I affectionately refer to myself as an avid freebie collector because I freaking LOVE anything free. Giving me a workbook? Sold. Discount code? Add me.
If you’re doing a welcome sequence, I would recommend adding a lead magnet (also known as a freebie). It’s a great way to show off your knowledge and get them hooked from there!
Here’s your step-by-step guide to writing your four email welcome sequence:
EMAIL ONE:
Purpose: Welcome your subscribers to your email list
Recommended send: Immediately after subscribing
Think of this email as the official “welcome” new subscribers get when they join your list.
In this email, you’ll want to welcome your subscribers and tell them what to expect from your list! Keep it simple, no one needs your entire life story at first meet.
Pro tip: don’t be afraid to show some personality!
In Kat’s welcome email, we added this GIF from the Office, because it’s totally on brand for her. It helps her new subscribers get to know her and makes them feel more welcome!
Your call to action in this email should be to download your lead magnet, get your discount code, or whatever you’re offering in exchange for their email address.
At the end, I always encourage people to connect back with you if they have any questions about the freebie or want some encouragement. I always add a little PS “hit reply and…”. This helps humanize you too as people realize it’s not a one way relationship— they can talk to you, too!
EMAIL TWO:
Purpose: Educate with some free value
Recommended send: anywhere between 2-7 days later
Alright, you’ve served your audience with your freebie. It’s time to give a little more value! The goal of this email is to make whatever you’re giving short and easy to take action on. Your subscribers want a quick win, not something that they’ll bookmark and save for later (which really means they probably won’t get around to it)
Think about what you served up in your freebie and the problem that you’re helping them solve. What’s something extra you can add on top of that that’s not complicated and easy for them to take action on?
In Kat’s second email, we added her simple three tips to easily engage on Instagram. It added extra value onto the original freebie her subscribers got, AND it was still really simple for them to put into action!
At the end of the email, make sure to remind them to take action on the freebie they got in the last email. Honestly, our inboxes are SO full these days that we forget things easily, and a nice reminder is always appreciated.
EMAIL THREE:
Purpose: Share your brand story!
Recommended send: between 2-7 days later
Now that you’ve selfessly served up some education for your new subscribers, it’s finally time to talk about yourself!
Before you start writing, I want you to answer this question:
What makes you and your brand different from anyone else in [your industry]?
Keep this email short and sweet. I know it’s tempting to want to share your entire life story, but you want to hit the high notes. What do your subscribers need to know to fall in love with you and your brand?
EMAIL FOUR:
Purpose: Offboard onto your regular email list and sell (if you want!)
Recommended send: between 2-7 days later
Okay, this is your last email in the sequence, so it’s time to offboard your new subscribers!
First things first: let them know that this is NOT the end! Let them know when they can expect to hear from you. For example, I send my email newsletter, Make your Mark(eting) every Wednesday, so in my welcome sequence I have a section that says “every Wednesday, expect an email about ethical marketing, copywriting, and general musings of business owner life”.
Now that you’ve set the expectation and reassured them they’ll continue to hear from you, you can continue to build that relationship!
Let your audience know how they can work with you or connect with you beyond the email sequence. You can encourage people to follow you on social media here!
NOTE ABOUT SELLING: If you’re going to sell in this email, it needs to be a low ticket offer that anyone can take advantage of any time. Remember, people are joining your welcome sequence and are maybe just discovering you for the first time. They’re probably not going to buy your $3000 1:1 offer! For Kat, I created two different versions of this email depending on what she wanted to sell at the time. Right now, her welcome sequence is set up to sell her low cost Instagram Power Hour sessions. But once her membership launches, she’ll just add the membership email instead! I don’t recommend switching this out all the time.
Okay, there’s your welcome email sequence! Now, all you need to do is pop it into your email provider, set the automations, and you’re ready to go. Looking for a simple yet aesthetic email marketing platform? You can save 50% off my favourite email provider Flodesk here!
BEFORE YOU CLICK AWAY…
I’m Maddy, website copywriter, brand messaging strategist, and owner of By Maddy Aucoin.
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Learn more about marketing on the blog: Curious about if you should include your pricing on your site? This one's for you!
