Welcome Series
An automated sequence triggered when someone subscribes, introducing your brand.
An automated sequence triggered when someone subscribes, introducing your brand.
Why It Matters
The welcome series captures subscribers at peak interest—they just signed up. Open rates of 50-60% are common (vs 20% for campaigns). A strong welcome series can drive 5-10% of total email revenue by converting new subscribers quickly while building brand affinity.
Practical Example
Scenario
A skincare brand builds a 5-email welcome series: E1 (immediate): Welcome + discount code. E2 (day 2): Brand story + ingredients philosophy. E3 (day 4): Bestsellers showcase. E4 (day 6): Customer reviews + UGC. E5 (day 8): Discount reminder + urgency.
Calculation
50,000 annual new subscribers × 15% welcome series conversion × $75 AOVResult
The welcome series generates $562,500 in attributed revenue—before subscribers receive a single campaign.
Pro Tips
- 1Send the first email immediately—delay kills open rates on welcome emails
- 2Include social proof early (reviews, UGC, press mentions) to build trust
- 3If offering a welcome discount, remind them before it expires
- 4Mix content types: educational, social proof, product showcase, brand story