A welcome email series is the perfect way to greet your new subscribers.
If you didn’t already know, a welcome email series is a group of emails that are sent (in an order + timing specified by you) to new subscribers upon joining your email list.
For the longest time, I didn’t have any sort of welcome email set up on my blog. When I finally set one up, it has greatly reduced the unsubscribe rate and allowed me to introduce myself to my new VIP blog members. If someone subscribes to your email list, they are letting you into their home. Would you go into someone’s home without introducing yourself first?
You can use a welcome email series to:
- Let your new email subscribers know what to expect from your list.
- Provide your new subscribers with a welcome gift.
- Introduce yourself and your blog.
Mailchimp is my email marketing platform, and one of the best features of its paid plan is the automation feature it includes. You can set up a series of emails to be sent out based on certain triggers (e.g. subscribing to your list, buying a product, etc).
If you have Mailchimp and want to set up your own welcome series, I’ve got you!
1. Log in to your Mailchimp account.
If you don’t already have Mailchimp, you can sign up starting at just $10/month. Otherwise, log in to your account. You will be automatically redirected to your Mailchimp dashboard.
2. Create a list.
If you are already using Mailchimp, you might already have an email list set up. If you have, you can skip this step. Otherwise:
- Click the LISTS tab at the top of your dashboard.
- Click CREATE LIST.
- Fill in the name and details for your new list.
- Click SAVE.
3. Navigate to the AUTOMATION page.
To get here, click the AUTOMATION button in the top navigation menu. From there, click to ADD AUTOMATION.
4. Choose your automation type.
Once you’ve clicked ADD AUTOMATION, you will be directed to this page. From there, scroll down to the LIST ACTIVITY category and on the Welcome Message block, click ADD AUTOMATION.
Once you click ADD AUTOMATION, a pop-up will direct you to enter a name for your automation (this is not shown to your subscribers) and then allow you to select the list that you created in Step 2.
5. Add all the emails to your Automation Builder.
Using my welcome email series planner, you can map out what your welcome email series looks like. On this page, you can set up the number of emails that you want to have in your welcome email series.
Simply click the ADD EMAIL button at the bottom of the page as many times as you need. You will be able to customize the name and content of each email later.
6. Set up each email
I’m going to walk you through the process of setting up and designing a single email. To get started, click the DESIGN EMAIL button for the email that you want to work on.
7. Enter the description for your email
Once you’ve filled out all of the information, click the NEXT button at the bottom of the page.
8. Select your email template
I like to use the 1 Column- Full Width template. There are lots of options, but it’s best to go to the simplest one in order for it to look good across all mobile devices.
9. Write the email
This is the stage that will take the longest. You can utilise all of the different blocks you can add to the text, such as:
- Words + text
- Social media sharing buttons
- A header
Once you’re done, click the SAVE AND CONTINUE button. You will be brought back to the Automation Builder page.
10. Set up the triggers
The trigger is the action that the user takes that causes them to be sent each email. For a welcome email series, you will likely want to set it to:
- A subscriber joins your list list
Once you’re done, click the UPDATE TRIGGER button.
11. Bring your welcome series to life!
On the Automation Workflows page, click the NEXT button. From there, you’ll be brought to the above page. Resolve any issues, and then click START WORKFLOW.
Congratulations! You’ve set up your first welcome email series.
If you really want your welcome email series to be successful, don’t just put it out there and hope for the best.
Using Mailchimp, you’re also able to track how successful your email campaigns are, including the open rate and clickthrough rate. You can use the statistics to keep track of which emails are doing well and which ones are not. For example, if one email isn’t getting as many opens and click-throughs as another email, ask why? Should you cut the email or can you make changes? And if you do make changes, how do those changes impact the statistics?
A welcome email series is a great way to connect with your readers and warm them up to your email list. You can also provide them with bonus freebies and extra content. If you don’t already have a welcome email series, then what are you waiting for?