The first emails someone gets after joining your list. Built once, sent forever, and usually the highest earning flow in a small shop.
A welcome series is two to five emails sent automatically after someone subscribes. It is the only time you have someone’s full attention: they just asked to hear from you, so engagement is higher here than anywhere else in your account.
It also sets the terms. What you sell, how often you send, and what makes your product worth paying more for. Get that right once and every later campaign lands better.
Deliver whatever you promised, discount or not, and say who you are in two lines. Speed matters more than polish.
The reason to buy from you rather than the cheaper version. Materials, process, sourcing, the founder.
Bestsellers or the category they showed interest in, with reviews.
Reminder of the offer if there was one, or social proof if there was not.
Write it as if you are answering a question, not announcing a brand. The strongest welcome emails I have built are short, sound like one person, and put one clear action in each email.
If you offered a discount to capture the address, mention it in every email until it is used or expired. People forget within hours.
Front-load the specific detail: AI summaries in Gmail now pull from the first 100 to 200 characters, as covered in what changed in the inbox.
A single welcome email leaves most of the money on the table. The second and third emails usually earn more per send than the first.
If you sell more than one category, split the series on what they browsed or told you at signup.
An open-ended code trains people to wait. Put a deadline on it and say the date.
Not sure whether this flow is set up properly? The free audit tells you in writing, in five working days.
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