A welcome email sequence is like dating.

It takes a while to build a relationship with someone.

It requires consistently keeping in contact to build trust.

If you “click” with someone straight away, one date isn’t going to be enough.

Let’s say you went on a date with a guy and he didn’t contact you for a few weeks.

You’d be pretty disappointed right?

And you probably wouldn’t want to see him again.

The same applies to email marketing.

If you aren’t keeping in contact with subscribers they’re going to lose trust *very* quickly.

So let me guess.

You’ve created a freebie and your subscribers are not getting anything beyond a thank you page.

Then they don’t hear from you for weeks or dare I say months until they receive your newsletter.

Hello?! You’re pushing away your customers just like your pushing away your lovers (real talk!).

If you’re not following up with an email sequence, you’re gonna struggle to build trust with your subscribers.

Think about it.If they don’t hear from you for weeks how are they going to think you’re reliable?

They’re not.

That’s why it’s essential that you follow up with a welcome email sequence so that your subscribers trust you.

Bottom line. A welcome email sequence is crucial for building a genuine and long-lasting relationship with your audience.

Honest and genuine relationships are built on the following:

  • Appreciation
  • Listening
  • Being interested and not just interesting
  • Kindness, care and giving
  • Authenticity
  • Empathy and compassion

The more genuine and kind you can be, the more likely you’re going to build trust with your audience.

Ultimately, your goal with a welcome email series is to demonstrate credibility so that you are the first person that comes to mind when they want to solve their problem.

There’s various ingredients you’ll want to include so that you’re credible.

In this post we’ll cover the various elements that create an epic welcome email sequence:

  • Writing a welcome email
  • Giving value
  • Sharing your “best of”
  • Social proof
  • Delighting your subscribers
  • Imagination
  • Storytelling

Let’s help you get started so that you know what you need to include in each email.

It’s recommended that you write 5-7 emails in your welcome email sequence so let’s start with the welcome email.


Ever heard the phrase you can never make a second first impression?

That’s the purpose of your welcome email.

Your welcome email is your one and only opportunity to form a good first impression.

It gives you a chance to communicate your “essence” and allow your subscribers to align with your brand.

Before putting pen to paper, its essential for you to think about who you are so that this clearly comes across.

  • Think about who you are

Who do you help? What do you help people achieve? What’s your brand story? 

  • Celebrate them being on your list

Thank them for being in your community. Give them their incentive or freebie for being on your list

  • Tell them what they can expect from you

How often will you contact them? What content will you share with them?

  • Ask them to whitelist your emails

Include a whitelist guide so they are more likely to see your emails.

  • Show them your “best of”

Talk about how you’re going to be sharing with them your best blogs, videos or podcasts.

  • Bounce them around

Ask them to follow you on social media so you stay in the forefront of their mind (out of sight, out of mind).

  • Spark a conversation

Show them that you genuinely care by asking them a question. This could be “what problem are you struggling with the most right now?”.


After you’ve introduced yourself in your first email, you’ll want to deliver value. If you promised a free download, deliver it in your email communications. Plus, you can add value by sharing links to your blog posts or podcasts.

I’d aim to deliver content that will result in “quick wins” for your subscribers.

They allow your subscribers to see your value first hand.

  • Share value

Share with them a blog post or strategy that addresses their problem or challenge.

  • Create a curiosity loop

Open a curiosity loop in the P.S part of your email. This could be a teaser to tell them to keep their eye open for content you’re going to share with them in the next few days. For example, “P.S. Remember to open tomorrow’s email… I’ll be sharing strategies on how you can grow your list”.

Share “best of”

Knowing where your subscribers are in the customer journey will help you to serve them the best.

Picking up from the previous email (email 2), recap the “best of” content you shared.

  • Recap the “best of” content

Include the description of content you’ve shared that addresses their pain point. Emphasise how it’s the best piece of content and how it’s helping other people in your community.

  • Introduce an offer

Share with them an offer that helps them in their journey. Leverage the postscript (P.S) of the email to link them to an offer. For example, you might say..”P.S. Like what you’ve seen in these last few emails? Then you’re really going to love this offer I have for you”. Emphasise how this offer is the obvious next step in their journey.

Social proof

Once your subscribers start to get to know you they’ll be asking one question:

“Can this person help me?”.

Show that you can help them with their problem by sharing useful resources that will help them in their journey.

Resources will give them unexpected value and will show them that you’re the one to help them with their problem.

One of the most effective ways of building trust is proving the value that you give people. This is often through testimonials and case studies.

  • Share another gift

Keep on giving with another free gift that is going to help them on their journey.

  • Empathise

Empathise with their pain point and share how you and your clients were able to overcome it.

  • Testimonial

Share a testimonial that proves your products and services create results. Share brands you’ve worked with to demonstrate authority and back up your claims. Use video testimonials as they’re likely to build more trust.

  • Address their objections

Empathise with their fears and use testimonials to inspire faith.


In addition to social proof, another essential ingredient for building long-lasting relationships is influence.

Influence your audience by changing how they think about their challenge.

For instance, some people may have a fixed mindset and think that they can only achieve a result by following a certain strategy.

In my welcome email sequence, I talk about how switching your mindset from sales to service will impact your community.

This encourages my audience to think differently and builds a deeper connection.

  • Talk about a framework

Emphasize how your framework can address their frustrations and lead to various benefits.

  • Leverage influence

One of the ways to show credibility is by introducing concepts that changes how your audience thinks.


Another piece of the puzzle is getting your audience to imagine how different their life could look.

Here you can bring to life the desired benefits they can get from your products and services.

  • Get them to see what’s possible

Create captivating copy which helps them imagine what their life and business could look like.

  • Leverage the P.S to create a curiosity loop

Create curiosity by telling them that you’re going to share your story with them tomorrow.


Finally, authentically sharing your story of challenge and triumph will allow your audience to connect with you.

If you can share your story in a genuine and personal way, your audience will build know, love and trust with you.

Essentially, this will show your character and make your audience think of you when they need help with their problem.

  • Share your story of challenges/obstacles and how you overcame them

Link your story to the challenges they’re facing on their journey.

  • Call to action

Emphasize how booking a call with you is the next step in their journey to getting closer to the result they want to create.

  • Present an offer

You can also present your signature offer and outline how it will help them create their desired result.


Building genuine and long-lasting relationships with your audience takes time. However, when you lead with love, giving and concern you can create a quantum leap in your relationships.

Basically, a welcome email sequence is essential if you want to build trust and turn new subscribers into loyal clients. When you authentically sharing your story and invite your audience to engage with your brand, you deepen the relationship with your audience. Also, when you lead with love and service, it will show and you will immediately stand out from the crowd.

P.s Want to kick start your welcome email sequence? Build genuine and long-lasting relationships that lead to loyal clients?