What if you could initiate a relationship with your new leads when they’re most interested in your services? A welcome email sequence can help you do just that!

You’ve got a free resource designed to help your ideal client solve a problem and experience a quick win—and you’re using it to grow your email list.

This is one of my favorite strategies to

• Meet new people interested in the magic of copywriting
• Introduce myself from a place of service and help someone solve a problem
• Create a valuable client experience from first interaction
• Market my offers

And if you’re reading this, I bet you have one of these free resources, too, and are scratching your head wondering, what next?!

Creating a free resource, also known as a lead magnet (and then turning that lead magnet into a free 30 minute webinar that you host a few times a year and teach to groups of your ideal audience—but we can talk about that another time), is a great way to spread the word about what you do and show your skills.

But the contact you’re making with your new lead shouldn’t stop at the delivery of your free knowledge and strategy.

In fact, it should be your priority to make their digital download and quick win the first touchpoint of many in a consensual, exciting, and valuable relationship.

To do this, you should consider creating a welcome email sequence.

In this blog post, we’ll dive into:

1. What’s a welcome email sequence?
2. How long should a welcome email sequence be?
3. What should I be doing in my welcome email sequence?
4. How should I structure my welcome email sequence?

Let’s learn how to take your email marketing strategy up a notch, or get it started!

What’s a welcome email sequence?

A welcome email sequence is an automated series of emails that celebrate your new lead’s decision to become part of your world. It helps you initiate a relationship with your business, set communication expectations, and give a glimpse of what someone can experience by working with you.

Now doesn’t that sound absolutely incredible?

If it doesn’t, think about it this way. When someone downloads your free resource and grants you access to their email inbox, they are raising their hand and saying, “Hey! I find this interesting and want to know more.”

Your lead is taking off their coat and hanging it on the back of the chair next to you, moving from cold to warm.

Imagining your ideal client doing this—literally pulling up a chair to hear from you in a place where they hear from a lot of people, all the time—shows you the importance of this moment.

And we should be building on this moment, not letting our lead get up from the table and walk away without any further conversation and care. (Unless, of course, that’s what they want. We can’t force a relationship on anyone.)

This is what a welcome email sequence does. It continues the conversation, giving you a chance to share more with someone who wants to hear more.

How long should my welcome email sequence be?

A comprehensive and effective welcome sequence should be between 4-6 emails long and delivered over 7-10 days.

And if you’re worried about whether or not people will read 4-6 emails, let me remind you. People still read! We just have to make it easy for them.

This allows you the time and space to properly introduce yourself, check in on your new connection’s progress with their free resource, and give them the low-down on how your world and what they can expect to see in their inbox.

Also remember that people can unsubscribe at any time if they don’t want to hear more. An “unsubscribe” doesn’t have a negative effect on your business. You don’t lose points. You don’t get bad press or a negative review.

It’s just someone saying, “I am not interested in this right now” or “I don’t need this kind of support.” And that’s OK. Just as you aren’t for everyone, your business isn’t for everyone. All it does is leave the door open for the people who want our help and are ready to listen.

(In some cases, it can even save you money if your email marketing tech provider charges per subscriber. 😉)

What should I be doing in my welcome email sequence?

As I mentioned earlier in this post, your welcome email sequence is a great opportunity to connect with your new lead on a personal level.

Here’s my favorite way to approach welcome sequences:

Deliver your lead magnet and welcome your new subscriber to the party

There’s someone who wants to learn more about what you do and use your advice to solve a problem. What an amazing feeling for you as a business owner. Not only does this validate our understanding that we know what our ideal client needs help with, but also validates how we’re offering value to them.

Let’s take the amazing feeling we have and share it with this person, too, as we deliver their free value—and let them know that they are taking the first step to improving and elevating whatever aspect of business you help them with as a result of raising their hand.

Set expectations

Boundaries and clear expectations are important in any relationship. Let your new subscriber know how often they can expect to hear from you, what kind of information you’ll be dropping in their inbox, how to reach out if they have questions, and how to remove your access in the event they no longer feel aligned with their choice to connect with you.

Give extra value

Maybe you’ve got another tip that didn’t quite make your lead magnet. Or you have another free resource that can help them solve a different problem. Sharing more value to help your subscriber accomplish their goals—and keeping it exclusive to their choice to raise their hand and connect with you via email—is a great way to keep you top of mind.

Share what makes you different

It’s no secret that warm leads (especially those who haven’t been nurtured) are likely shopping around for people who do what you do to find the person they want to learn from or hire.

What better way to get them thinking about you as their go-to solution and differentiating yourself in the industry after delivering incredible value and helping them solve a problem?

Familiarize your lead with your offers

So many people say that your welcome email sequence is not an opportunity to sell. And to them I say, why the heck not?!

Now, I wouldn’t start selling immediately after your new subscriber downloads your free resource.

But towards the end of your email sequence, you can absolutely let your reader know what you do, who it’s for, and how they can learn more or contact you.

Think about it—

Your new lead has raised their hand to learn from you. Invited you into their inbox, a more intimate and personal place to communicate with them. Learned about you, your business, and what makes you different. Received extra value—maybe even a free gifted resource. Hasn’t unsubscribed, agreeing to continue receiving communication from you.

Why wouldn’t you want to tell this person, “Hey, here’s how we can actually work together on your goals!”

It’s the perfectly placed sell. Don’t be afraid to take advantage of it.

How should I structure my welcome email sequence?

Now that we’ve discussed what a welcome email sequence is and what it should do, let’s talk about the mechanics. What emails should you be sending, in what order, and when?

Here’s what I recommend for a welcome email sequence off a lead magnet/free resource designed to help someone have a quick-win:

Email #1: Freebie delivery
#2: Check in on progress, introduce yourself, set further communication expectations, invite them to introduce themselves
#3: Share additional value or another free resource as a gift, invite them to ask questions
#4: What makes you and your business different from all the others?
#5: Share a case study of a successful client win
#6: Familiarize your lead with your services, remind them what type of communication comes next, and clearly let them know they can unsubscribe if they don’t want to continue hearing from you

You might be wondering…why is Val giving me the *exact* process she follows during her VIP Day when someone hires her to write a welcome email sequence?

Because I want you to have it and give it a try. I find the welcome email sequence so valuable and want you to give it a try.

Relationship building is key to business growth and success. And what an easy way to make it happen—with a series of automated emails.

I’d love to know if you found this blog post helpful and if you give this a try. Never hesitate to send me an email or DM to tell me about your experience or if you have a question!

And if you’ve read this post and realize, “Oh my gosh, I NEED a welcome email sequence” but you don’t have the time or want to work with a professional, I’d love to write yours for you. Learn more about booking a VIP Day with me here.

Thanks for stopping by the blog!

If this is the first time we’re meeting—hello! My name is Val Casola and I’m a website copywriter and brand storyteller for creative and lifestyle brands who want to articulate their value and grow their business.

Come say hi over on Instagram or send me an email at valcasolawrites@gmail.com! Thanks for reading!

Photo by Christin Hume on Unsplash