What is welcome email sequence?
A welcome email sequence is sent to an audience who has shown interest in your offering by signing up for your product. It is the beginning of your prospect's journey with your brand.
🎯 The goal of this sequence
Welcome email allows you to introduce your brand and set expectations on what they will get from you.
Guide users to the next steps
Find out your audience's preferences
Get them to start using your product
For high-touch SaaS, the goal is usually booking a demo or talking to a sales representative. For low-touch or self-serve models, it is to provide the audience with the knowledge to set up and use the product.
Recommended emails in this sequence: 4 emails
Optimum flow time: 1 week
Emails in this sequence
- Email # 1: Welcome email
- Email # 2: Complete profile
- Email # 3: Next steps email
- Email # 4: Introduce product features
Email # 1: Welcome email
📩 Why this email
Thank your customers for signing up, introduce the brand and what you provide. You can also add a double opt-in process at this point if you want to verify these email ids before you send the usual flow of emails.
This email will also decrease spam complaints and unsubscribes in the future as people are made aware that they will receive emails from you.
💼 Expert tip
"Send your initial welcome email instantly; it will have the highest engagement rates, so make sure to include clear, impactful CTAs."
-Damian Wisniewski, Miter
Email # 2: Complete profile
📩 Why this email
Get more details such as name, location, and designation/company name to collect all the details required to finish setting up their account. Don't overload the email by asking for too many details. Ask for only the most important details. You can ask for the rest of the details later on in other emails.
Email # 3: Next steps email
📩 Why this email
Tell your user the next steps with your product and how to make the most out of your offering.
Email # 4: Introduce product features
📩 Why this email
Talk about a feature that might be very helpful for the customers when starting out. Explain how it works, it’s use case, and maybe provide some case studies as well. This email can be replicated in this flow to talk about multiple features that’ll help customers.
✅ Best practice
Keep the content brief and simple to get more people to follow the steps and click on the CTA.
⛔ Sequence exit
After completing the flow, send them to the product/feature adoption flow. However, if you identify people as churn risk, send them to the churn prevention flow.
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