▷ Welcome Email Sequence: 7 Best Practices

The Welcome email sequence chance for Create a more “personal” relationship with new subscribers. Use it to make potential clients and clients remember you, like and trust you…

They have just given you their email address and the way you contact them will greatly affect the impression they will have of you.

In this article, you will see 7 best practices for Make your potential customers want to continue to be a part of your list.

1. Highlight the benefits

Your prospects will likely have signed up for your list to receive a major magnet or tip.

The new subscriber may also be a customer who has just made a first purchase.

Take advantage of your welcome sequence to Saying or reminding why they should open and read future emails.

What will it bring them?

How will this help them meet their needs?

For example, you can provide:

  • special events
  • Offers reserved for subscribers.
  • exclusive content;
  • etc.

Put yourself in the shoes of your prospects and ask yourself what motivates you to stay on your list especially to open and read future emails.

2. Create suspense

You may have noticed that an episode of the series often ends before the big reveal is announced.

“Continues in the next episode…”

we call this make slope It is a great technique for creating suspense.

Use it to make you want to open and read your emails to the end, but also make you want to receive your next messages.

This will allow youImprove your engagement rates.

For example you can:

  • Use a famous phrase that shows that you will provide answers to one of their problems;
  • Telling a story without immediately revealing its end;
  • Announce a surprise.

The idea is Create curiosity To make your audience want to keep reading the email to the end, but also to look forward to the next messages.

3. Showcase your work

It is very likely that there are companies in your market that offer similar products and/or services to yours.

So you should Stand out and make your potential customers want to follow you instead of your competitors.


  • Why are the current solutions insufficient?
  • What do you suggest to fix it?
  • What is your work history?
  • Rate it?
  • his mission?

Express yourself “naturally”Because more than your message, it is also your company’s personality that will allow you to seduce your readers.

highlight too Items that prove your expertise Like customer testimonials or case studies.

4. Get a “whitelist”

You may have heard that email marketing is dead…

Even if this is far from the case, it becomes difficult to access the main inbox.

Spam filters are more demanding This is why it is important to have a good reputation with them.

One of the items that will earn you points isAdded to the recipient’s contact list.

Encourage new subscribers to do so from your first emails.

And even if a few people do it in practice, those few will let you do itImprove delivery rate from your emails.

A relationship with your audience will not only be built through email exchange.

you have to We encourage you to integrate your own ecosystemThis means being present on all the communication channels you use.

Feel free to encourage them to join you or visit you at:

  • your social networks (Facebook, LinkedIn, YouTube, TikTok, Instagram, etc.);
  • your stores
  • your physical and digital events;
  • etc.

Of course, just saying “Join us here” won’t be enough, you’ll have to Explain what they will earn.

6. Start a conversation

Imagine that you met someone at a networking event and they started a long conversation.

Do you want to keep listening to him speak or find an excuse to run away?

Give potential clients the opportunity to tell you their story, express their needs, and tell you what they expect of you.

If some of them answer you, feel free to discuss it with them, or even schedule a more direct contact (video, phone, etc.).

This will allow you to get to know them better and Understand the arguments you need to use to motivate them to act.

7. Think about the next step

One of the roles of the welcome email sequence is to prepare orEncourage potential customers to take the next step in their customer journey.

Before creating it, ask yourself what your goal is.

For example, would you like to:

  • Raising awareness or educating them about the content?
  • arrange an appointment?
  • Sell ​​a product or service directly?

Your role is to guide them to the next action that new registrants have to take.

Important point if your goal is to sell:

The more costly what you offer seems to a potential customer, the more important it is to educate them and/or make an in-person exchange to prove the value of your offer.

Follow the 7 best practices for writing a welcome sequence that allows you to create a more personal relationship with your subscribers.

They will allow you to improve the engagement of your subscribers and improve the effectiveness of your email marketing actions.

About the author

Nicholas Fayer is a marketing consultant. He shares tips on his marketing platform website to help entrepreneurs gain more customers who buy more and more.

Join him on:

Leave a Comment