A welcome series is a series of 3-4 emails that are sent 7-10 days apart. These series are created to familiarize their subscribers with their branding. Usually, a new subscriber will opt in via a website sign-up form or a QR code. This will trigger the automation based on the tags or trigger based on timing (I.e. one hour after someone subscribes).
Here is a basic outline to use as a guide when walking through welcome series ideas with your client:
- Email 1 – Thanks for subscribing and describe the mission, maybe include a video greeting, list any perks of being a subscriber. We also need to include (in the footer or a small portion of the body) instructions for adding their email address to a safe sender list, see video on suggested verbiage from Lanie here.
- Email 2 – Description of programs, or success story, or connection to Director/President
- Email 3 – How to get involved, upcoming events
- Email 4 – optional, but it could have a call-to-action such as email us to get started, click here to view our listings, etc.
For your inspiration, view some great examples of the Welcome Series we’ve done for our clients.
RATL: RATL’s single welcome email
Elder Law | Email 1 | Email 2 | Email 3
Brock Gill Creative | Email 1 – “Today I Follow” | Email 2 – “Faith NOT Feeling” | Email 3 – “Now What?” | Email 4 – “How are you doing?” | Email 5 “Growing, Going, or Slowing?”
Middleton Pediatrics. This client is a little different, as they are a for-profit business. We have created a welcome series for new patients:
1 Welcome to Patient Portal | 2 After Hours | 3 Team-based approach | 4 Telemedicine | 5 Vaccines | 6 Meet the Team
Things to remember as you brainstorm with your clients on new welcome series automations:
- What’s the purpose or goal of this welcome series?
- Who is it coming from?
- Are they using their most recent/current branding or is this specific to a goal such as gaining a new donor or the subscriber taking a specific action?
- Is this formal or informal? I.e. Hey friend, thought you may like this… vs. Hello Bill, Thank you for your consideration.
For Communications Coordinators Only: