What is a Welcome Series?

In short, a welcome series is an automated sequence of emails that are sent to first time visitors of your store with the intent of building a relationship with them and making them a buyer as soon as possible. Welcome emails usually have the highest open rates and the highest converstion rates of all of your email automations.

Basic Structure

The welcome series can span a period of days or weeks, and the emails will build a relationship with the subscriber by introducing them to your brand, showcasing your products and services, and providing social proof through reviews and social media content.

How It Works

• Offer Presentation

  When visitors go to your website for the first time, they are prompted to enter their email address in exchange for an offer presented through a popup window.

• Types of Offers

  This offer can be a discount, a free eBook that solves a problem or gives information that isn’t found elsewhere, a free sample of a product, free shipping, or other incentives that provide value.

• Email Capture

  Once the visitor enters their email, they are added to your email list, and then a series of automated welcome emails are immediately sent to them.

Subscriber Profile

These visitors are typically new to your site and have not made any purchases yet, so they are curious about your brand but may need additional incentives to make a purchase.

Email Scheduling

My welcome sequences usually contain four emails, with the first being sent immediately, and the next three being sent over a period of 6 days.

• Email # 1 - Immediately

• Email # 2 - 1 Day Later

• Email # 3 - 2 Days Later

• Email # 4 - 3 Days Later

Goal

The purpose of a welcome series is to build trust and to set the tone for a positive long term relationship with new visitors from the first interaction, with the goal of eventually guiding them towards making a purchase.