You are at a point in your business where you want to grow your email list. What a better way than to create a freebie welcome email sequence.

At this point, you have created the most perfect freebie to attract your ideal client and future customers to your email list. This freebie solves a pain point of your clients and provides value in the form of a Guide, Checklist, How-to, etc.

So once you have gotten that (rather large) task out of the way – it is time to get your welcome email sequence in place. This welcome email sequence is crucial to properly onboard this new contact to your email list. We will walk through the 4-5 steps your sequence should have and a few best practices to keep in mind.

Let’s jump in – There are 4 main components for a freebie welcome email sequence: the delivery, the feedback loop, the introduction, and the soft pitch offer.

Small business email marketing planning - welcome email sequence post

Welcome Email Sequence Step 1. The Delivery

This is pretty straight forward – give them what they want. In this email, you will deliver the Freebie or Lead Magnet. Even if the freebie was instantly delivered after sign up – it is still best to provide an additional access point (in case they closed out of the browser).

You can provide a quick synopsis of the freebie or any additional value. This email should be straight to the point with a clear Call-To-Action to download the freebie.

Welcome Email Sequence Step 2. The Feedback Loop + Introduction

The feedback loop is one of the most important parts of this sequence. By directly asking what the contact thought about the freebie or if they have any feedback, you are creating the opportunity for a 1:1 conversation to start.

This is so important. If a contact responds to your marketing email, that indicates to their email provider (Gmail, Yahoo, etc.) that you are a safe sender and will boost your sender score.

By asking the contact to respond to you directly, it humanizes the experience of email marketing for your brand.

I like to include the introduction in this email, but it can also be included as it’s own email. It is just a personal preference. It depends on the flow of the email conversation.

For example:

Email 1: Here you go

Email 2: What did you think?

Email 3: I am so rude, I forgot to introduce myself.


Email 1: Here you go

Email 2: What did you think? Also, I forgot to introduce myself.

Welcome Email Sequence Step 3 (or 4 – if you split your intro). The Slow Pitch

This is where you validate the pain points your ideal client experiences. Do they experience: Pain Point A, Pain Point B, Pain Point C?

You have to meet them where they are at. Remember, their transformation is just beginning.

You have a few options here, you can push them to a low/medium tier offer funnel, you can have them tell you where they are at, or you can lead them to a general discovery call option.

IF you go into the funnel, you want to be positive they are the right fit for this or you might lose them as an interested subscriber. Using tracking data, tags, and scoring based on what contacts convert at which stage for your mailing list.

IF you have them tell you where they are at, you will pose a question like “What is holding you back from taking the next step?” Link out 3-4 various content pieces that could potentially tell you more about where they are at in their journey.

For example:

If I were to use that in my business, I would do:

What does your email journey look like for your business?

I am just dipping my toe into email marketing for my business.

I wish I had more time and knowledge on this stuff.

Someone please just take this off my plate!

Finally – the best practices (let’s call this step 5).

Segmentation – Depending on what your email marketing platform can do – it is most definitely preferred to remove anyone that is active in your “welcome/onboarding” sequence from your newsletters. This ensures that are getting an uninterrupted experience being welcomed to your brand. Once they exit the welcome sequence they are pushed back into the regularly scheduled programming.

Quantity & Frequency – this is a big one. A typical welcome sequence is no more than 5 emails. You will start to lose people’s interest if you prolong the welcome beyond that. I have been on a lot of Welcome sequences (not going to lie, I sign up for people’s freebies just to see how they do their welcome sequence – that’s not weird, right?).

When deciding how to space out your emails – the rule of thumb is typically once a day if you are doing less than 5. You don’t want to spread out your welcome sequence too far apart – or else that contact won’t be able to connect the pieces that they are all part of the same purpose.

I have been using these strategies for clients and the value it creates for them is priceless. I will always stress the importance of doing email marketing the right way is crucial to your success in keeping your contacts engaged.

At Gal, I have strategies for businesses in all stages developed to help you build, convert, and create engaging relationships in your mailing list. Book a free consultation today.

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