3 Frameworks for a Highly Effective Welcome Sequence

Did you know that welcome emails get 4 times the opens of regular email newsletters? With an average open rate of 82%, welcome emails and the sequences that follow present a huge opportunity to make a great first impression on new subscribers.

If you're not sure what you should be sending, keep reading to learn three welcome sequence frameworks you can use to nurture your newest subscribers.

What is a welcome sequence?

This post is all about welcome sequences, which is an essential email sequence for any business. If you're not sure what a welcome sequence is, it is simply an automated sequence of emails that goes out when someone first joins your email list. That's why it's such an important sequence because it's something that every new subscriber actually goes through.

If you're not sending one at all or you're sending one that's not strategic, you could be losing a great opportunity to connect with new subscribers when they are the most engaged with your emails. 

There are a few strategies that work really well for welcome sequences. These are the three main frameworks that I use when I'm working with clients on welcome sequences. The framework you use will depend on your goals for your welcome sequence and how that welcome sequence fits into the rest of your email marketing funnel. So let's dive in and go through the three frameworks. 

Nurture Sequence

Framework number one is the nurture sequence. This is a nurture only sequence, no sales at all. In this sequence, you'll be introducing your brand, sharing your personal business story, and getting to know your subscribers by inviting interaction. You can do that by asking questions or telling them to reply. 

It's also a great way to share your best resources. If you've got a content bank full of amazing stuff that your new subscribers need to know, this is a great type of sequence to use. It gets new subscribers up to speed with all the amazing stuff you're doing in your business. 

This sequence is really good for creating a close relationship with subscribers that can help in your future launches. If you use the nurture sequence to really engage people from the get go, you'll see higher open rates down the line and bigger launches.

It’s also great if you have the type of business model where you're doing several live launches throughout the year and you don't actually have anything evergreen for sale to offer new subscribers. Instead of trying to get a quick sale at the beginning, you can play the long game and you nurture people from the beginning. You’ll continue to nurture them so that when it's time for your big launch, they're primed and ready to buy from you.

Sales Sequence

Framework number two is the sales sequence. You can use your welcome sequence to pitch your offer, tackle objections, answer any frequently asked questions, and guide new subscribers towards the sale. 

These funnels can even include a special limited time offer. Even if they are evergreen, you can use something like Deadline Funnel to create a timer and an actual expiring bonus to give people that urgency, that once they sign up, they have a limited amount of time to take advantage of your offer.

This type of sequence works the best if you have a high value lead magnet, like a webinar. it's also best saved for offers, courses, and products that have been tested and proven to sell.

Hybrid Email Sequence

And that brings us to framework number three: the hybrid sequence. The hybrid sequence is a mix of both. You're getting to know subscribers and nurturing them, but you also have something for sale.

So you could have the same type of stuff that you'd have in the nurture sequence, where you're sharing your brand story, you're getting to know subscribers, you're asking questions, and you're getting some interaction. But you also can have an invite to work with you. Maybe that’s an invite to sign up for a free discovery call. Maybe you have a lower priced intro product for sale. 

With this sequence, you really get the best of both worlds. You get to connect with new subscribers and you also get to make sales.