What emails to include in welcome series?

You decided to create a welcome series for you new subscribers, right? But not sure what emails should be included in the series?

That’s good, because as we’ve presented in other articles, this is the first contact with someone who can become your long-term customer. And that means revenue for your business.

The first emails you send to your new recipient really matter a lot. And you need to differentiate.

At least you didn’t stop right after the thank you for subscribing. The purpose of a welcome series is to introduce your brand, provide value, and build trust with the recipient.

Types of emails that you may want to include in a welcome series:

  1. Welcome email. Hello Friend.
  2. Introduction email. Who are we?
  3. Value Driven email. Something useful.
  4. Survey or feedback email
  5. Special offer or promotional
Welcome Email Series > Type of content

It’s important to remember that a welcome series should be tailored to your business and audience, and may include additional emails depending on your specific goals and objectives.

What’s the goal of a welcome email series?

What is it you really want to tell your customer?

Ask yourself the following question: What impression do you want to convey?

How you want them to remember you?

The simple answer is you want to tell them something that they’re going to remember and that is going to differentiate you from everyone else. But how?

Establish your brand and your story. Figure out what your competitive advantages are. Highlight those in your welcome series.

The goal of your welcome email series is to engage with your audience: Building a relationship with your audience is essential for establishing your brand.

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What content to include in the emails?

Here are some ideas:

  • Offer a giveaway. This is a freebie in exchange for signing up. If you are in a service field, that offer can be something like a white paper or newsletter. Then your first welcome email will be delivering that reward and your second will be following up to see how they liked it.
  • Remind them to connect with you on your social media platforms, and try to integrate these into your brand story.
  • Link or banner to your website is mandatory. Think if you want to put homepage or better a landing page that it’s more dedicated to their interests.
  • Get them to reply to an email by asking a question. Their email carrier will be much less likely to send your following emails to their spam folder.
  • Think about an existing customer. What was their customer or buyer journey? What objections did they have to overcome? What features did they really enjoy?
  • Alert your audience of a sale, or offer a discount to incentivize them to return to your site.
  • Send a piece of content, like a blog post, or a new product, to refresh your audience’s interest.

Email welcome series example:

Here’s an example of a five-step email series for a fictional company selling wellness products.

Email Welcome Series example with content steps

Step 1: Welcome email

Subject line: “Welcome to Wellness Co.”

Dear [Name],

Thank you for joining our email list! We’re excited to share our wellness tips and products with you.

At Wellness Co., we believe that taking care of your physical and mental health is essential for living a happy and fulfilling life. That’s why we offer a range of natural products and resources to help you feel your best.

In the coming weeks, you’ll receive emails from us with tips on how to improve your wellness, updates on new products and promotions, and exclusive content that you won’t find anywhere else.

We can’t wait to share our journey towards better health with you!

Best regards, [Your Name]

welcome email design example from Dribble.

Step 2. Introduction email

Subject line: “Who we are and what we stand for”

Thanks again for joining our email list! We wanted to take a moment to introduce ourselves and share our story.

Wellness Co. was founded by [Founder Names] in [Year], with a mission to help people live their healthiest and happiest lives. Our products are made from all-natural ingredients and are designed to support your physical and mental well-being.

We believe that everyone deserves access to high-quality wellness products, which is why we offer a range of affordable options. Plus, we’re committed to sustainability, and use eco-friendly packaging for all of our products.

We hope you’ll join us on our journey towards better health and happiness!

Best regards, [Your Name]

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Step 3: Value-driven email

Subject line: “5 simple ways to reduce stress”

Dear [Name],

In today’s fast-paced world, it’s easy to feel overwhelmed and stressed. But don’t worry – there are plenty of simple things you can do to help reduce stress and improve your mental well-being.

Here are our top five tips for reducing stress:

  1. Take breaks throughout the day to stretch and relax
  2. Practice deep breathing exercises or meditation
  3. Get plenty of sleep
  4. Eat a healthy diet
  5. Exercise regularly

We hope these tips help you feel more relaxed and at ease. If you’re looking for additional support, our stress-relieving products can be found [here].

Best regards, [Your Name]

Step 4: Product or service introduction email

Subject line: “Introducing our new line of essential oils”

Dear [Name],

We’re excited to introduce our new line of essential oils! Our oils are made from the highest quality, all-natural ingredients and are perfect for promoting relaxation and aiding sleep.

Our most popular oils include:

  • Lavender: known for its calming properties and ability to improve sleep
  • Peppermint: helps to clear the mind and boost energy levels
  • Eucalyptus: promotes respiratory health and can help reduce stress

You can find our full range of essential oils [here]. We hope you’ll give them a try and see the benefits for yourself!

Step 5: Survey or feedback email

Subject line: “We want to hear from you!”

Dear [Name],

We value your feedback and would love to hear your thoughts on our products and services. If you have a moment, please take our short survey [link to survey] and let us know how we’re doing.

Your input will help us improve and better serve you.

Feedback Email Example Design


Welcome series are important. Don’t waste a valuable effort from the subscriber with just a confirmation email (you are now subscribed, yeeey, we give nothing in return).

After user finishes the welcome series you can also do the following

  • add a dedicated tag to recognize that user received the whole series
  • move it to the dedicated list

You can easily to this with Vibetrace Automations.

What examples of good email welcome series have you received?

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