The Welcome Email Sequence: A Definitive Guide for A Small Business

Are you sending the right email to the right person at the right time? This is the core question that email marketing experts ask about any campaign.

The easiest way to get started with an email marketing campaign is with a welcome email sequence. This is the sequence of emails sent after a website visitor signs up for your email list.

Subscribers who first sign-up for email lists are the group most likely to convert to a customer, and you have a short amount of time to capitalize on this opportunity.

If done right, the welcome email sequence can be a successful inbound marketing tool.

I’ll walk you through when to send the welcome email, what to put in each email, and how to connect with your customers based on where they are in their customer journey.

Your welcome email should start with a goal.

Every new marketing initiative for your small business needs to start with a goal. This will keep things focused. Here are some ideas for goals for your first welcome email sequence:

• First-time buyers of a product or service you offer
• Upsells
• Phone calls and emails
• More information
• Onboarding
• Members to a community
• Testimonials and review
• Feedback that can improve your business
• Website traffic
• Show off your best content to grow an audience

Pick a goal that is specific and focused. It’s the only way to know if you’re successful.

How often should I send the emails in my welcome email sequence?

There are so many differing opinions on this. I think that’s valid because there are so many differences between groups of customers and preferences. So you have to really think about your unique customer group.

If you have no idea, send one email a day until your sequence is finished.

This might sound like too much, too fast. But hear me out.

In your first welcome email (I’ll discuss this one below), you will explain expectations to your customers. You will explain how many emails they will receive so they know it is temporary and predictable.

You will also stay on their minds during the most critical moments of customer acquisition-- the beginning. 

How many emails should be a part of my welcome sequence?

This can be a range from 4-6. I will give you an outline for 5. 

I also think that the 5 Stages of Customer Awareness fit nicely into each email. So it’s something we should review before we outline the five emails. 

Consider the 5 Stages of Customer Awareness in your product and service, and then plug this into your emails.

Before we can outline each email to send, I think we need to talk about customer awareness. This is good to think about for all of your marketing ventures. But it can help you frame out an email marketing strategy.

1. Your customer starts completely unaware. They don’t know about your product, and aren’t aware that they have a problem or that it could be fixed. This is where you write about stories of people like them that are experiencing similar difficulties. Let them in on some secrets about these problems. 
2. Your customer is aware of a problem. At this stage, your customer is aware of a problem. But they aren’t yet aware of a solution. This is your time to address anxieties and write about the benefits of solving the problem.
3. Your customer is aware of solutions for their problem. Your customer is aware that a solution exists, but not sure what product will provide the answer. This is the perfect time to write about claims and proof. 
4. Your customer is aware of the product. Your prospect knows what services or products you provide, but they aren’t sure it’s for them. Sweeten the deal with discounts and sales.
5. Finally, they are at the stage of complete awareness. The customers know your service, and they just need to know to get on the path to purchase. 

Ok, let’s not drag this out anymore. 

Here’s how to frame each email in the welcome email sequence. 

The 1st Email

This is the email that your potential customer is the most engaged with, so don’t mess it up. They have just handed over their email address, and they are fully engaged with your message.

They want to know that you will deliver, and they also want to know your company better.

• Say welcome, and do it in a way that shows off your brand’s voice.
• Show them why they can trust you.
• Give them your story and demonstrate your experience.
• Consider your customer “unaware” on the Customer Awareness Scale (#1) I talked about above.

Then tell them what’s to come. No one likes surprises. If you plan to send four more emails, tell them. And tell them what to expect next while building anticipation. Make this an upbeat tone, and get them excited for what’s to come.

Finally, edit this down. No one will read an email that is too long. Try to accomplish these goals in a small space. You do have four more emails to win them over. 

The 2nd Email

Ok, here’s where you want to get your customer to the place that they are aware of the problem. It’s also the perfect time to drum up some engagement. 

The 2nd email should also be the shortest email to write.

Ask them a question about their problem. And then, as a small business owner, promise to answer and respond to it.

What problem does your reader need to be solved? What do you need to do to solve it? What do they think is standing in their way? This email should summarize the purpose of the product or service you are selling.

The 3rd Email

Now that your customer is aware of a problem, it’s time to teach them about a solution. This is where you demonstrate knowledge. 

Link this email together. You should be sending them within a day apart, after all.

Drop your most helpful piece of knowledge or insight about their problem into this email.

This will get them hooked and wanting more. It also builds trust. They came to you for information, you understand their problem, and you know how to fix it. 

The 4th Email

This is another email where you send valuable information. But this information should weave in the benefits of your product or service. 

This is because you’re now taking your customer to a place where they are ready to decide on the exact product or service that will solve their problem. This solution should come from your company.

You need to describe short and long-term benefits. Start with short-term benefits, and work your way to long-term benefits. Paint them a picture in your email.

Why both? Think about it, you never believe that something that is described as life-changing will actually change your life. But if you start with how a service can free up a couple of hours a week, and then explain what can be gained by having a couple of extra hours a week multiplied by 52 weeks a year. Then they can really see the long-term, life-changing benefits of a product or service. 

The 5th Email

You’ve got them where you want them. Now what?

This is your time to make a hard sale. Give a sense of urgency in this email. Offer an deal or coupon that expires. 

Future Emails

You set expectations in your first email, so don’t break that trust if you decide to continue email marketing after your welcome email. Give a feedback email.

In this feedback email, ask your receiver what type of emails that they want to receive in the future. This will create the perfect opportunity to make a segmentation list for your email marketing strategy.

That’s it, you have completed set up on a welcome email sequence—time to sit back and watch your new sales and leads come in.

If you’re still feeling overwhelmed, we can help. Crosby Digital Marketing offers copywriting, email marketing, and other digital marketing and advertising strategies to get your business going. Contact Jessica Crosby to learn more