My client (we can call her Em) was staring at her Klaviyo dashboard with that look I know all too well. You know the one: equal parts confusion and mild panic. Something similar to 🥴.
“People are subscribing,” she said during our call, “but then… nothing. They just disappear.”
I pulled up her account to see what was happening. Sure enough, she had a decent opt-in rate from her website traffic.
People were clearly interested enough to hand over their email addresses for her skincare guide (which was pretty solid, tbh), but the welcome email they got in return was just a basic “thanks for subscribing” message with a download link.
Not exactly the best first impression. (I say this all with love. You’ll see why in a moment.)
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Her subscribers got zero introduction to her brand story and had no clue what to expect from future emails. She’d basically given them nothing to stick around for beyond that one free resource.
Within two weeks of subscribing, most of her new subscribers had already mentally checked out. They got what they came for and moved on, leaving Em with an email list full of people who barely remembered signing up (Yikes).
Three months after we fixed her welcome flow, Em’s new subscribers started placing orders way sooner and her email engagement rates jumped from “meh” to “holy sh*t, people actually read these.” 🤯
The difference had everything to do with strategy, and understanding that your welcome sequence sets the tone for everything that comes after.
Why Your Welcome Sequence Matters
Most founders treat their welcome email like an afterthought (guilty as charged?). A quick “hey, thanks” before moving on to the real marketing.
And that leads to a huge missed opportunity for sooo many brands.
Because here’s what happens in those first few days after someone subscribes:
- You have their attention. Right now, at this exact moment, they care enough about your brand to give you their email address. That enthusiasm doesn’t last forever, but it’s at its peak right after they hit “subscribe.”
- They’re forming opinions about your brand. Every interaction (or lack thereof) is shaping how they feel about you. A thoughtful welcome sequence builds trust while a boring one builds… nothing.
- You’re setting expectations. If your first email is bland and generic, they’ll expect all your future emails to be the same (& not want to open them!). BUT, if it’s engaging and valuable, they’ll look forward to hearing from you.
- The competition for inbox attention is brutal. Your new subscriber probably signed up for three other email lists this week. The brand that makes the strongest first impression wins their ongoing attention.
Your welcome sequence is like meeting someone at a networking event. You could shake their hand, say “nice to meet you,” and walk away. Or, you could have a real conversation that helps them remember you weeks later.
You can do it either way, but only one of them keeps people excited to hear from you, and turns that excitement into a community that buys again and again.
What Makes a Welcome Sequence Work
An effective welcome sequence does three things really well…
- It introduces your brand in a memorable way
- Delivers on the promise that got them to subscribe
- Gives them reasons to stay engaged long-term.
It does that by:
Feeling like you. The best welcome sequences crafted sound like the founder having a conversation with a new friend. Your personality should come through from the very first email.
Telling a story. People subscribe to stories they want to be part of. Your welcome sequence should weave together your brand mission, founder story, and what makes your community special.
Providing immediate value. Beyond whatever lead magnet they downloaded, your welcome sequence should teach them something, make them laugh, or give them a reason to think “damn, I’m glad I subscribed.”
Building anticipation. Great welcome sequences make people excited about future emails instead of dreading them. You’re showing them what’s coming and why it matters.
The Psychology Behind Welcome Email Engagement
There’s actual psychology at work in those first few emails. New subscribers are in what marketers call the “honeymoon phase.”1 They’re most receptive to your messaging and most likely to engage.
But remember, this window is short. Your welcome sequence is basically your chance to turn that momentary interest into something that sticks.
People also process information differently when they’re new to your brand. They’re trying to figure out who you are, what you stand for, and whether you’re worth their time. Your welcome sequence guides that discovery process instead of leaving it to chance.
How to Structure Your Welcome Sequence
Most effective welcome sequences are 3-5 emails spread out over 7-10 days. This gives you enough touchpoints to build a relationship without overwhelming new subscribers.
Email 1: The Warm Welcome (Send immediately) This is your digital handshake where you thank them for subscribing, deliver whatever they signed up for, and give them a taste of what’s coming. Keep it friendly but focused.
Email 2: Your Origin Story (Send 1-2 days after) People buy from brands they feel connected to. Share why you started your business, what problem you’re solving, or what makes your approach different. Make it personal without oversharing.
Email 3: Social Proof + Community (Send 2-3 days after) Show them they’re in good company. Share customer testimonials, feature user-generated content, or highlight what makes your community special. This builds trust and FOMO simultaneously.
Email 4: Best Sellers Round-Up (Send 2-3 days after) One of the biggest barriers of purchasing is that often people simply get overwhelmed trying to figure out what they should buy first. Make it easy on your new readers by showing them the best!
Email 5: What’s Next + Clear CTA (Send 2-3 days after) Wrap up the sequence by setting expectations for future emails and giving them a clear next step. This might be following you on social, checking out a specific product, or just staying tuned for weekly content.
Welcome Sequence Mistakes That Kill Engagement
Mistake 1: Making it all about you
Your welcome sequence should introduce your brand, but it shouldn’t be a five-email autobiography. Every story you tell should connect back to how it benefits your subscriber or relates to their experience.
Mistake 2: Front-loading the sales pitch
New subscribers likely aren’t ready to buy yet because they barely know who you are. Focus on building the relationship first, and selling second. You’ll have plenty of opportunities for sales pitches later.
Mistake 3: Generic, templated content
If your welcome sequence could work for any brand in your industry, it’s way too generic. Your personality, specific story, and unique value proposition should be front and center.
Mistake 4: Forgetting mobile optimization
Most people read emails on their phones. If your welcome sequence looks terrible on mobile or takes forever to load, you’ve lost them before they even read your first sentence.
Mistake 5: No clear next steps
Each email should have a purpose and a clear next action. Give them something to do, like checking out your Instagram, reading a blog post, or replying to share their thoughts.
Making Your Welcome Sequence Feel Personal
The brands that nail their welcome sequences understand that personalization goes way beyond using someone’s first name in the subject line.
Reference their specific interests. Someone who subscribed through your skincare quiz deserves a different message than someone who found you through a blog post. Show them you’re paying attention to how they discovered your brand.
Acknowledge their timing. If someone subscribes during a launch, reference the excitement around your new product. If they join during a slow season, make them feel like they’re getting exclusive access before things pick up again.
Use conversational language. Write like you’re talking to one person instead of broadcasting to thousands. Use “you” instead of “customers” or “subscribers.” Ask questions that invite responses, even if most people won’t reply.
Share relatable moments. The challenges that led you to start your brand, mistakes you made along the way, and moments of doubt. These human details are what makes your brand memorable.
Testing and Optimizing Your Welcome Sequence
Don’t think that your welcome sequence is a “set it and forget it” thing. The brands that have the highest email engagement rates are constantly testing and improving their sequences based on the most recent data.
Track the right metrics. Open rates matter, but engagement matters more. Are people clicking through to your website? Are they responding to your emails? Are they making purchases? Focus on metrics that actually impact your business.
Test timing and frequency. Some audiences prefer daily emails during the welcome period, while others get overwhelmed and unsubscribe. Test different schedules to find what works for your specific subscribers.
A/B test subject lines and content. Small changes can make a big difference. Test whether personal subject lines outperform curiosity-driven ones, or, see if shorter emails get more engagement than longer ones.
Pay attention to drop-off points. If lots of people unsubscribe after email 3, that email needs work. However, if engagement drops dramatically after email 2, maybe your story isn’t resonating. Use the data to guide your improvements.
Your Welcome Sequence Is Your Foundation
Your welcome sequence is the foundation for every other email you’ll ever send. And I’m not saying that to be dramatic, the research and data proves it.
Get it right, and your subscribers will be excited to hear from you every week. But if you start off on the wrong foot, you’re starting every future email at a disadvantage.
If you could have one takeaway, it’s that the brands that build the most loyal email communities are the ones that make every new subscriber feel valued, understood, and excited to be part of something special (as they should be!).
Your welcome sequence is where that relationship begins. Make it count! 👏🏼
Oh, and remember Em? She went from losing subscribers after that boring welcome email to building a community that engages with her content. Your welcome sequence can do the same thing. It just needs the right strategy behind it.
If you’re ready to take your welcome sequence from generic to genuinely engaging, but need help crafting emails that sound like you (not like everyone else), I’m heeeeeere! Book a free consultation to chat about how we can turn your new subscribers into your biggest fans.
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Thanks so much for reading! And speaking of: let’s talk about how I can help you write emails that your community actually reads.
I’m Aireanna, and I’m here to help you turn subscribers into loyal customers. If you’re vibing with what I’m sharing, here’s how we can keep in touch:
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Sources: 1Zakowicz, Greg. “20 Best Welcome Email Examples + Free Templates For 2025.” Omnisend, 18 June 2025, www.omnisend.com/blog/best-welcome-emails/.
