How to Write an Email Welcome Sequence That Actually Converts

If you're trying to grow your business without an email welcome sequence in place, you're basically ghosting the people who just raised their hand and said, "Hey, I want to hear from you." Not a great first impression.

A solid email welcome sequence builds trust, starts a conversation, and sets the tone for your entire relationship with your audience. It’s not just about sending a "Here’s your freebie" email and calling it a day.

Let’s break down exactly what to say, how to say it, and how to actually set it all up so your email marketing isn’t just sitting there collecting dust.

What Is an Email Welcome Sequence (And Why It Matters)

An email welcome sequence is an automated series of emails that gets sent to a new subscriber after they opt into your list—usually by downloading a freebie, signing up for a waitlist, or subscribing to your newsletter.

But here’s the truth: it’s not just a name on a list. It’s a prime opportunity to:

• Make a killer first impression

• Share your story in a way that builds trust

• Pre-frame the value of your offer

• Gently overcome objections

• Guide people toward the next step (aka working with you)

Attention spans are short and inboxes are crowded. If someone signs up for your list and doesn’t hear from you for a week? They’ll forget who you are. Or worse, mark you as spam.

So if you’re only sending a generic “Thanks for subscribing!” message (or worse yet, absolutely nothing at all), you’re leaving money—and connection—on the table.

How Many Emails Should Be in a Welcome Sequence?

Spoiler alert: there’s no magic number. But here’s a simple structure that works:

• Email 1: Deliver the thing they signed up for

  
  

• Email 2: Tell your story (the part that actually matters to them)

  
  

• Email 3: Introduce your offer or how you can help

  
  

• Email 4: Share social proof

  
  

• Email 5: Handle objections or hesitations

  
  

• Email 6 (Optional): Reminder about any bonus or urgency

  
  

Three to five emails is the sweet spot for most people (or even just 2 if you don't have anything to offer at the moment). Anything longer than that isn't really necessarily unless maybe you're trying to direct them straight into a high-ticket offer.

What to Say in Each Email of Your Welcome Sequence

Email 1: Deliver the Thing

This is not the time to tell your life story. Just give them what you promised—your checklist, free guide, template, whatever—and maybe a quick tip on how to use it.

DO:

• Link to the freebie right away

• Add 1–2 tips on how to get the most from it

• Keep it short and sweet

  
  

DON’T:

• Bury the link at the bottom

• Launch into your credentials or services

• Try to sell anything (yet)

  
  

Email 2: Tell Your Story

This is where you get to say, "Here’s why I care about this." But keep it relevant.

Don’t tell them your whole resume or your full memoir. Instead, share the moment you were where they are now—and what helped you get out of it. The goal is to share the turning point that makes your reader think, “Oh wow, she’s been where I am.”

And end with light encouragement: change is possible!

Email 3: Share Your Offer

Not a hard pitch. Think of it more like saying, "If you want more help, here’s how I do that."

And be specific! Don’t just say “I coach entrepreneurs.” Say:

If you’re overwhelmed trying to DIY your email setup and want it done for you, here’s how I help clients get everything running in a week flat.

You can add a soft CTA here with a link to your offer.

Email 4: Show Social Proof

Stories sell. Highlight a client win, even if it’s just one—where they started, where they ended up, and how you helped them bridge that gap.

Bonus points for screenshots, real quotes, and specific results.

Email 5: Handle Objections

Think of the reasons someone wouldn’t take the next step:

• "I don’t have time"

• "I can’t afford it"

• "I should figure this out on my own"

  
  

Address these head-on and gently reframe them. How is the cost really an investment? Paint a picture of what they’re missing out on by not taking action.

Let them see what’s possible on the other side of that hesitation.

Email 6: Add Gentle Urgency (Optional)

If you’re offering a limited-time bonus or only take on X clients per quarter, this is where you say that. But be honest—no fake countdowns or “only 3 left!” unless it’s actually true.

Setting It Up (Without Losing Your Mind)

Here’s the tech breakdown:

1. Trigger the Sequence

Usually, it starts when someone fills out a form to get your freebie.

2. Tag Smart

Apply a "Welcome" tag so you know who’s in the nurture flow. This helps keep other emails from overlapping.

3. Email Timing

• Email 1: Send immediately

• Email 2: Wait 1 day

• Email 3: Wait 2 days

• Emails 4–5: Space 3–4 days apart

4. Move Them Out

Once the sequence ends, remove the "Welcome" tag and drop them into your regular newsletter rhythm.

Thrive in 5: Build Your Welcome Sequence

1. Understand your tech – Learn how to create automations in your email provider (MailerLite, ConvertKit, etc.).

2. Write Email 1 – Keep it simple: deliver the freebie, explain how to use it, and include one tip.

3. Load it into your ESP – Copy and paste your email into the actual automation. Set the trigger, make sure it sends immediately.

4. Test it – Use a real email address, sign up for your freebie, and make sure the email shows up. Check the links, test it on desktop and mobile—twice.

5. Expand your sequence – Start mapping out Emails 2–5 using the structure in this episode. Build as you go.

Want More Support?

Your welcome sequence should sound like you, reflect your values, and make your new subscribers feel like they just made a great decision by joining your list.

Need help making that happen without fighting your email program’s dashboard? That’s where I come in.

👉 Check out The Fast Pass—I’ll set it all up for you. You just show up and shine.