Write a Welcome Email Series That Builds Trust
Want your new leads to stick around—and buy from you? Don’t just send a “thanks for subscribing” email; call it a day. Create a welcome email series that builds real connection, trust, and momentum—before you ever make a sales pitch.
Here’s why this matters more than ever: consumer skepticism is at an all-time high. Your leads are savvier, slower to buy, and filtering messages faster than ever. They don’t just want more information—they want to know who you are, why you care, and how you’re going to help them. A strong welcome sequence is your best chance to show them exactly that.
Let’s walk through how to create a welcome email series that connects, converts, and builds a loyal audience. Follow the AIM framework: Acknowledge, Include, and Move Forward.
Step 1: Acknowledge (Email 1)
Send this email 1–2 hours after they receive your lead magnet or confirmation email. That first email should purely deliver what you promised. Then, welcome them.
Start by making your new subscriber feel like they belong. Use their name, talk like a human, and keep it warm and conversational. Let them know they’re part of something—your community, mission, or movement. Don’t blow this first impression with robotic language or self-centered copy.
Example:
“Hey Jenna—so glad you’re here! If you’ve ever felt overwhelmed by budgeting apps or financial jargon, you’re in the right place. I created SimpleMoney because I was tired of advice that only made people feel worse. Expect weekly tips (in plain English!) to help you feel in control of your finances—without spreadsheets or guilt.”
Then, share something free and valuable that aligns with what they need—a short video walkthrough, curated resources, or a behind-the-scenes peek.
Step 2: Include (Email 2)
Send this 2–3 days later. Now go deeper.
Pull back the curtain on your mission. Why do you do what you do? What experiences led you here? Whether you’re a solopreneur or part of a team, share the human side.
Example:
“Five years ago, I was standing in a hardware store aisle—completely lost. I’d just bought my first house and wanted to build a fire pit for my backyard. But I had zero clue where to start. That project kicked off my love for DIY landscaping—and today, I teach homeowners like you how to skip the contractor and do it yourself with confidence.”
Even if you’re not selling a personal brand, there’s always a story. Make your reader feel like they’re part of your purpose, not just your funnel.
Step 3: Move Forward (Email 3)
This final email should give your subscriber a clear sense of what’s next.
Lay out how your emails will work moving forward. How often will they hear from you? What kind of content should they expect? Help them connect the dots.
Example:
“You’ll hear from me every Thursday with a 3-minute read: one practical Instagram ads tip you can test that week. No fluff, no filler. If you’re tired of burning money on paid social, this series is for you.”
Then give them a chance to engage. Ask a question, offer a quiz, or link to your most-read content.
Example:
“Quick question—what’s the #1 thing you wish you knew about running ads? Just hit reply and let me know. I read every response.”
You can lightly introduce your offer here, but only if it fits naturally. A soft CTA like “Curious how I help clients 10x their ROI? Here’s where to learn more” works well.
Your welcome series is your best shot at earning attention, building trust, and setting expectations before a single dollar is spent. Make it personal, make it useful, and lead with empathy—not ego.
