Welcome Email Series
Learn how to create a welcome series of automated emails sent to new customers right after they subscribe
What is a Welcome Email Series
A welcome series is a sequence of emails sent to new subscribers after they sign up or make their first purchase. These emails introduce your brand, establish a connection, and encourage further engagement.
The series typically begins with a thank-you message and an introduction to your products or services. To maintain interest, you can strategically include incentives like discounts or special offers.
Including an offer in the first email creates a strong first impression and shows appreciation. Adding it to the second email helps reinforce your brand and keep the subscriber engaged. Placing it in the third email acts as a final push, motivating them to take action, such as making a purchase or exploring your products further.
What is the Benefit of the Welcome Series?
Make a Strong First Impression Your welcome email series introduces your brand and makes new subscribers feel valued. It’s a great way to showcase your brand’s personality and uniqueness.
Build Awareness and Trust Use your emails to share your story, values, and how your products or services can help. This builds trust and credibility with your new subscribers.
Encourage the First Purchase Guide new customers toward making their first purchase by offering incentives like discounts or special offers. This motivates them to take action.
What Does a Typical Welcome Email Series Look Like?
A well-executed welcome series typically includes 3 to 5 emails spaced out over several days or weeks. Each email should serve a specific purpose
Examples
Email 1: The Warm Welcome with a Unique Discount
Timing: Send this email immediately after signup.
What to Say: Greet your subscriber like you’re meeting them in person. Share a little about your brand and make them smile by offering a special discount code just for them.
CTA: Add a bold button or link that says something like “Shop Now and Save” – make it easy for them to use that discount.
Email 2: Brand Story and Values
Timing: Send 1-2 days later.
What to Say: Share why you started your brand, what you stand for, and what makes you special. Don’t forget to remind them about their discount!
CTA: Invite them to learn more about your story or explore your products.
Email 3: Product Highlights
Timing: Send 2-3 days after the second email.
What to Say: Show off your best-selling items or products that match their interests. Mention how they can use their discount to grab these items at a great price.
CTA: Include direct links to your product pages and encourage them to shop.
Email 4: Social Proof and Community Engagement
Timing: Send 3-4 days after the third email.
What to Say: Share customer reviews, testimonials, or success stories. If you have an active community, invite them to join!
CTA: Encourage them to follow you on social media or sign up for a loyalty program.
Email 5: Final Incentive and Action
Timing: Send 5-7 days after the fourth email.
What to Say: Remind them that their discount is about to expire. Add a little urgency to encourage them to act now.
CTA: Make your button impossible to resist – “Shop Before the Deal Ends” works great.
Here is an example of a Welcome Email template
NOTE Kindly make sure that you have at least 3 emails in the sequence.
Publish a Welcome Popup
Before you start a welcome series, make sure to publish a Welcome Signup Form to capture the email address of your website visitors. The most common use case is to offer a discount for first purchase for anyone who subscribes via the popup.
The popup is important as the Welcome Series gets triggered when someone subscribe via the welcome popup and gets added to a list. The following video will help you create a welcome signup form in Retainful
Learn more about Welcome Popup
NOTE While creating the signup form / popup, it would ask you to choose at least an Audience List to add people who subscribe. Make sure to take a note of this List as you would need this when creating the Welcome Series Flow.
How to Set Up a Welcome Email Series in Retainful
Retainful has a pre-built workflow template to help you create a welcome email series that offers a unique coupon code for first purchase.
Go to the Retainful dashboard -> Automation -> click on the "Create Workflow" button
You will be presented a list of Pre-built Workflow templates. Choose Welcome Email Series template to get started
In the Next Screen, you will see a workflow builder (aka, Customer Journey builder). You can start customizing each step by just clicking on them.
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1. Setting Up Workflow - Trigger & Rules
When you click on the Trigger Rules block, it will ask you to choose an Audience List. Choose the one that you have attached to your Welcome Signup Form / Popup (that you created in the previous step).
This ensures that the workflow is triggered as soon as someone subscribes and gets added to the list.
2. Generating a Unique Coupon Code
Set up coupon generation within your welcome email series to offer new customers a personalized discount.
Choose the type of coupon you want to generate, such as:
Percentage discount (e.g., 10% off).
Fixed amount discount (e.g., $5 off).
Free shipping or other special offers
You can also set specific conditions for coupon usage, according to your preferences.
This ensures that each new subscriber receives a unique and tailored offer through your welcome email series.
3. Customizing Your Email Template
Once you’re done with the customization, click the “Edit content” button.
After you’re done, click “Save” at the top-right corner of the page.
Configuring a Coupon Code in an Email Template
Adding a coupon code to your email templates in Retainful is super simple. Here’s how you can do it step by step:
1. Choose a Coupon
Click the Configure button in the email template editor.
Select the option to Use the coupon code generated in the coupon step.
This setting ensures that the coupon code created in the workflow’s coupon block is automatically included in all the emails in the series. Each person who enters the flow will get a unique coupon code personalized just for them.
2. Consistency Across Emails
The same coupon code will be included in all the emails sent within this workflow. For example, if the code is included in the first email, it will also appear in follow-up reminders.
3. Follow-Up with Reminders
If the customer doesn’t redeem their coupon after the first email, subsequent emails in the flow can act as reminders. This keeps the offer fresh in their minds and encourages them to take action.
By configuring your coupon codes this way, you’re creating a seamless and personalized shopping experience for your customers that boosts your chances of conversions.
NOTE You can use the “Send test email” button to preview how your email will look in your recipients’ inboxes
NOTE The values shown are for illustration purposes only.
4. Sending the First Email
Email 1: Welcome and Introduction
Timing: Send immediately after sign-up.
What to Say: Thank the customer for signing up! Introduce your brand and let them know how excited you are to have them as part of your community. Include their personalized coupon code as a thank-you for joining.
CTA: Encourage them to explore your website, check out your top products, or use the personalized discount you’ve provided.
5. Adding a Time Delay for the First Email
Wait blocks in your welcome email automation help control the timing between emails, ensuring a smooth and engaging subscriber journey.
Wait Block #1: Set a delay of 2 days after the first email to allow subscribers time to engage before receiving the next email.
Wait Block #2: Set a delay of 3 days after the first email to give subscribers ample time to engage before receiving the next email.
You can customize the timing of these wait blocks by clicking on them in the workflow and adjusting the delay settings as needed.
6. Conditional check for Coupon Use:
Create different paths based on subscriber actions.
Select the Rule: Choose a rule like “Coupon is not used” to target subscribers who haven’t redeemed their coupon yet. This way, you can send a follow-up email to encourage them to complete their purchase.
NOTE Place this conditional check block before the email block. This way, the system can evaluate whether the coupon has been used, ensuring the customer receives a relevant and non-redundant email.
7. Send the Second Email in the Sequence
Email 2: Brand Story and Values
Timing: Send 2 days after Email 1.
What to Say: Share the story behind your brand—why you started, what you stand for, and what sets you apart. Reinforce your brand values and invite subscribers to connect on a deeper level.
CTA: Encourage them to learn more about your story, explore your products, or take advantage of their personalized coupon code before it expires.
8. Adjust the second wait block timing.
Wait Block #2: Add a 3-day delay before the final email to maintain balanced pacing and maximize engagement opportunities.
9. Second Conditional check for Coupon Use:
Create different paths based on subscriber actions.
Select the Rule: Choose a rule like “Coupon is not used” to target subscribers who haven’t redeemed their coupon after receiving the first email. You can then send a second follow-up email to remind them to complete their purchase.
NOTE Place this conditional check block before the email block. This way, the system can evaluate whether the coupon has been used, ensuring the customer receives a relevant and non-redundant email.
10. Send the Third Email in the Sequence
Email 3: Best-Selling Products
Timing: Send 3-4 days after Email 2.
What to Say: Showcase your best-selling or most popular products. Highlight the features and benefits that make them stand out, and remind the subscriber of the personalized coupon code they've received.
CTA: Invite them to browse your top products and use their coupon code to make their first purchase.
11. Test Your Workflow
Send yourself a test email to ensure everything looks perfect on both desktop and mobile.
Double-check your timing and triggers.
12. Go Live
Once everything looks good, hit Start Workflow and watch your emails work magic.
Best Practices for the Welcome Series
TrackPersonalize the Emails: Tailor your messages to match the customer’s behavior and preferences.
Timing is Key: Send the first email immediately after signup and space the other emails strategically.
Offer Value: Provide helpful information, discounts, or exclusive deals to keep the subscriber engaged.
Track & Optimize: Continuously track performance and optimize your workflow for better results.
Summary
Retainful’s welcome email automation workflow allows you to create personalized email sequences that engage new subscribers. You can set triggers, add dynamic coupon codes, and use wait blocks to space out emails for optimal timing.
With split conditions, you can target specific actions, like coupon usage, to send tailored follow-up emails.
This workflow helps improve retention, drive conversions, and create a strong first impression with relevant offers and personalized content.
Need More Help?
We’re here to make things easier for you!
Email Us: Reach out anytime at support@retainful.com.
Schedule a Call: Still stuck or need a hands-on walkthrough? Book a quick session with our support team, and we’ll guide you step-by-step.
The next automation is Abandoned Cart Recovery Automation, which helps convert abandoned carts into completed purchases.
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