Welcome Series
A sequence of automated emails sent to new subscribers to introduce your brand and drive initial engagement.
Definition
A welcome series is a sequence of automated emails sent to new subscribers after they join your list. Rather than a single welcome email, a series provides multiple touchpoints to introduce your brand, set expectations, deliver value, and guide subscribers toward desired actions. Welcome series are among the highest-performing automated email programs.
Why It Matters
Welcome series capitalize on peak subscriber engagement - new subscribers are most attentive. They set the tone for your email relationship, establish sending patterns, and drive early engagement that predicts long-term retention. Welcome series often have 3-5x the engagement of regular campaigns.
How It Works
When a subscriber joins your list, they automatically enter the welcome series. Emails deploy over several days or weeks - email 1 immediately, email 2 after 2 days, email 3 after 5 days, etc. Each email builds on previous ones, progressively deepening engagement and moving toward conversion.
Example
5-email welcome series for e-commerce:
Email 1 (Immediate): Welcome + discount code + brand story Email 2 (Day 2): Best sellers + social proof Email 3 (Day 4): Category highlights based on signup source Email 4 (Day 7): Customer reviews + UGC Email 5 (Day 10): Discount reminder (if not purchased)
If purchased: Exit series, enter post-purchase flow.
Best Practices
- 1Send first email immediately after signup
- 2Provide value in every email, not just promotions
- 3Set expectations for future email frequency/content
- 4Include clear calls-to-action in each email
- 5Exit subscribers who convert early to avoid redundancy
Welcome Automation
Create engaging welcome series that convert with Sequenzy's visual automation builder.
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