What should be included in a welcome series?

A welcome series (or welcome sequence) introduces new subscribers to your brand and sets expectations for the relationship.

Email 1: Immediate welcome (sent right after signup):

Thank them for subscribing
Confirm what they signed up for
Deliver any promised incentive (discount code, lead magnet)
Set expectations for what comes next
Optional: Invite to whitelist your address

Email 2: Brand introduction (Day 1-3):

Your story, mission, or unique value
What makes you different
Key products, services, or content categories
Social proof (reviews, testimonials, logos)

Email 3: Value delivery (Day 3-7):

Helpful content related to their interests
Product education or tips
Resources they can use
Build trust through usefulness

Email 4: Engagement invitation (Day 7-14):

Invite them to connect (social media, community)
Ask about preferences or interests
Survey or preference center
Deepen the relationship

Email 5: Conversion nudge (Day 10-14):

Specific product recommendations
Reminder of any welcome offer deadline
Clear call to action
Urgency if appropriate

Best practices:

Space emails appropriately (don't overwhelm in week 1)
Build toward the first purchase logically
Exit subscribers who convert early to avoid redundant messages
Track what triggers the most engagement and optimize

The welcome series is your first impression. It sets the tone for the entire relationship. Make it count.