The welcome sequence: four emails that do most of the work
New subscribers are never more interested than in the first week. A plain four-email sequence that introduces the business and earns the first order.
Key takeaways · Email · 6 min read
- Send the first email within a minute of sign-up
- One idea and one link per email
- Automated flows often earn more than every newsletter combined
Why the first week matters
A welcome email is opened at two to three times the rate of a regular campaign. People have just asked to hear from you, and that attention fades within days.
The four emails
Each one has a single job. Resist the urge to combine them.
- Minute one: deliver what was promised and say what to expect
- Day two: the story of why the business exists, in 150 words
- Day four: the most useful thing you have published
- Day seven: a clear offer with a reason to act this week
What to measure
Judge the sequence on first orders or first enquiries within 14 days, not on open rates. Then test one thing at a time, starting with the subject line of the first email.
Once the welcome sequence is steady, build the abandoned cart or quote flow next. Together the two usually account for most automated revenue.
People have just asked to hear from you, and that attention fades within days.
Written by
Theo Brandt
Social and email lead. A former newsletter editor who cuts every article into five posts and one email. Tracks sales, not likes.
Illustrative photos. Figures and examples in this article are sample content.
