When someone signs up for your email list, you have the opportunity to create a great first impression. A welcome series email flow is a great way to do that. Let's take a look at some of the best welcome series email flow examples and why they work for inspiration.

Welcome series emails are a series of automated emails sent to new subscribers shortly after they sign up. They are designed to introduce the subscriber to your company and provide them with valuable content that will help them get started with using your product or service.

In this blog post, we will take a look at some welcome series email flow examples that worked well for different brands, and explore why they were so successful.

So, are you ready to use this email marketing strategy effectively? Let's get started!

Disclosure: This content may contain a few affiliate links, which means if you click on them, I will get a commission (without any extra cost to you).

What is a Welcome Series Email Flow?

A welcome series email flow is a series of emails that are sent to new subscribers after they sign up for your email list. The purpose of a welcome series is to introduce the new subscriber to your brand, build trust, and foster a relationship.

Welcome series emails are often sent over the course of a few days or weeks. They typically follow a sequence that looks something like this:

  • #1: Welcome email (sent immediately after signup)
  • #2: Introducing the company/brand (sent a few days after signup)
  • #3: Showcasing the company's products or services (sent a week after signup)
  • #4: Asking for feedback (sent a few weeks after signup)
  • #5: Special offer or discount (sent periodically throughout the relationship)

Welcome series email flows can vary in length and content, but they all have one goal in mind: to turn a new subscriber into a lifelong customer.

The Different Types of Welcome Email Series

There are a few different types of welcome email series that you can use, depending on your goals.

Educational Welcome Email Series

This type of welcome email series is designed to educate the new subscriber about your brand, your products, and your mission. It's a great way to build trust with the new subscriber and get them excited about your brand.

Promotional Welcome Email Series

This type of welcome email series is designed to promote your products and get the new subscriber to make a purchase. It's a great way to introduce the new subscriber to your products or services, and get them excited about your brand.

Content Welcome Email Series

This type of welcome email series is designed to introduce the new subscriber to your content. It's a great way to get the new subscriber engaged with your brand and foster a relationship with them.

No matter what type of welcome email series you choose to create, there are a few key elements that you should always include:

  • A great subject line that entices recipients to open the email
  • A personalized message from you or your team
  • An introduction to your brand
  • A special offer or discount
  • An overview of what they can expect from your emails
  • A call-to-action (CTA) that encourages them to take the next step
  • A link to your website

Why Bother Sending Welcome Emails to Your New Users?

There are several reasons why welcome series email flows are so effective. Here are a few of them:

  • Welcome emails are your chance to make a great first impression on your new subscribers. You want to introduce them to your brand and let them know what to expect from your relationship.
  • These emails can help you build trust with your new subscribers by providing valuable information about your company or product. They also give you an opportunity to show that you're a real person who cares about your customers.
  • Welcome emails give you an opportunity to nurture your relationship with your new subscribers. You can provide valuable content, offer discounts, or simply check in to see how they're doing.
  • You can also use a welcome email series to segment your audience based on the actions that users take (or don't take). For example, you can send different emails to users who open your emails vs. those who don't.

What Makes a Good Welcome Series Email Flow?

While there is no one-size-fits-all approach to creating a good welcome series email flow, there are a few things that all successful welcome email series have in common.

Let's look at what a good welcome email should include:

  • Welcome emails should be addressed to the subscriber by name. They should also be written in a personal, friendly, conversational tone.
  • They should be relevant to the subscriber's interests. If you know why someone signed up for your email list, you can use that information to create a more relevant welcome email.
  • They should be sent soon after someone subscribes to your list. The sooner you can send a welcome email, the better. For other emails in your welcome series, you can space them out a bit more. But for the first email, you want to strike while the iron is hot.
  • Welcome emails should offer something of value to the subscriber. This could be a discount, an exclusive piece of content, or something else that is relevant to their interests.
  • All emails in your welcome series should include a call-to-action (CTA). That's because welcome emails are a great opportunity to get subscribers to take action. You can ask them to whitelist your email address, follow you on social media, make a purchase, or even join your loyalty program.
  • Finally, all of your emails should be mobile-friendly. Welcome emails are often opened on a mobile device, so it's important to make sure they're easy to read and click on a small screen.

Now that we've covered what a welcome series email flow is, why it's important, and what makes a good welcome email series, let's look at some examples of great welcome emails.

Discover a Few Successful Welcome Series Email Examples

In this section, we’ll talk about some welcome series email flow examples that have worked well for other brands and try to analyze why they were a success.

These welcome email examples may give you inspiration for your next welcome email campaign. So, let’s get started.

Example #1: Welcome Series Email Flow from Airbnb

The first welcome email series example in this post comes from Airbnb. They do a great job of welcoming their new subscribers and providing them with information that will help them get started using the Airbnb platform.

Their first welcome email sounds like this:

“Welcome to Airbnb! We're excited to have you on board. Here are a few things you can do to get started…”

airbnb welcome email

A good welcome email should have more than just pleasing welcome messages. After a user completes their signup on your site, it's important to quickly engage them with an email that outlines what they can do next.

You want to make sure new users feel welcome and excited about using your product, so it's important to give them a little nudge in the right direction.

That’s exactly what Airbnb does.

In the next email of their welcome series, the brand tells users how the platform works.

how airbnb works email

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Considering customers’ potential needs during these times of COVID-19, the brand ensures that its email subscribers get easy access to all important information pages including the links to flexible cancellation options, local travel restrictions, and their Resource Center.

This is a great way to engage potential customers and get them to trust your brand.

In another email, Airbnb helps users start exploring the kind of stays they would want to have for themselves for their next trips and encourages them to share their preferences with the brand.

airbnb welcome series email

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In the image above, you can see how Airbnb encourages users to create their preferred list of stays and experiences by clicking on the heart icon every time they find something they like.

The first thing that stands out about Airbnb’s welcome email series is the great design. Airbnb has a very recognizable brand, and they carry that same design across all of their communications. The emails are clean, clear, and easy to read.

The second thing that works well in this welcome email example is the content. The emails provide new subscribers with a few things they can do to get started using Airbnb. This is helpful information that will give new subscribers a better understanding of how to use the platform.

Also, the Airbnb team ends their emails well with a clear and concise call-to-action (CTA). Lastly, they don’t try to sell their new subscribers on anything in the welcome emails. Instead, they simply provide useful links to their email subscribers to get started.

Example #2: Welcome Series from L'OCCITANE en Provence

The next welcome email example in this series comes from L'OCCITANE en Provence, a luxury brand that sells high-end skincare, haircare, and beauty products.

L'OCCITANE en Provence's welcome series consists of three emails. The first email is sent immediately after a customer subscribes, and the next two are sent a few days apart.

All three emails are beautifully designed and include attractive images. But more importantly, they're all focused on introducing the brand and getting subscribers to start shopping.

The first email in this welcome series is a subscription confirmation email. This email confirms that the customer's subscription request has been received and provides some basic information about the brand.

In their next email, L'OCCITANE en Provence introduces subscribers to its products and offers a discount on their first purchase. This email also includes a link to the brand's website, where customers can start shopping.

l_occitane welcome email

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Finally, in the third email of the series, the brand gives its email subscribers a closer look at some of its best-selling products. This email includes links to product pages on the website, so customers can learn more about each product and make a purchase.

l_occitane best products welcome email

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L'OCCITANE en Provence's welcome series is a great example of how to introduce your brand and start building relationships with new subscribers. By providing valuable information and discounts, it makes a lasting impression on its new customers.

You can do the same!

Example #3: Welcome Email Series from Birchbox

Birchbox, a monthly subscription service that delivers curated boxes of beauty, grooming, and lifestyle samples to subscribers, does an excellent job with its welcome series. Rather than having a single welcome email, it has a four-part series that introduces new subscribers to the company and its products.

New subscribers receive the first “Welcome to Birchbox” email within 24 hours of signing up. This email contains a GIF of attractive product images and an engaging headline.

The second content block of its welcome email gives away a welcome discount coupon to encourage subscribers to start shopping.

birchbox welcome series email 1

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The second email in the series is sent a few days later and contains information on how to get the most out of Birchbox. This is followed by an email with Birchbox perks (the benefits of joining their community).

birchbox perks welcome email series

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In the next email, you can find product recommendations along with a coupon for free shipping on the subscriber's first order.

By giving new subscribers different types of content in each welcome email, Birchbox keeps them engaged and excited about receiving future emails. Plus, the welcome series sets subscribers up for long-term success with the company.

Example #4: Welcome Emails from The Body Shop

The next one in this list of welcome series email examples is from The Body Shop. Its welcome email flow is a great example of how to make a lasting impression on your first-time subscribers.

The first email in the series is a welcome email that includes a discount code for 10% off the next order the subscriber places.

the body shop welcome to the tribe email

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The second email in the series is a “get to know us” email that includes the company's story and information about its sustainable practices. The brand shares how it contributes to environmental causes with its subscribers.

the body shop welcome email

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The third email in the series is a “meet the team” email that introduces subscribers to the people who make The Body Shop's products.

The fourth and final email in the series is a “thank you” email that includes a coupon code for 15% off the subscriber's next order.

The Body Shop's welcome series is a great example of how to build rapport with your new subscribers and make them feel like they're part of the team.

Example #5: Welcome Emails from Pandora

The jewelry brand, Pandora, sends a total of six emails in their welcome series. The first email is sent as soon as someone subscribes and the last one is sent after two weeks. In between, there are emails that introduce the brand, offer a discount, and provide customer service information.

The brand also offers a welcome discount in their first email but it is only available for a limited time. In the other emails of its welcome series, the brand reminds subscribers to use their discount codes before it expires.

pandora welcome discount email

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And, throughout the welcome series emails, Pandora addresses their subscribers with their respective first names to keep its email personalization strategy intact.

pandora club benefits newsletter

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Example #6: Welcome Email Series from Dropbox

If you're like most people, you probably have a Dropbox account. And if you're like most people with a Dropbox account, you probably don't use it as much as you could. Dropbox wants to change that with their welcome email series.

The first email in the series is a simple welcome message with a CTA to download the Dropbox desktop app.

dropbox welcome email

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The second email introduces the concept of “Dropbox folders” and how they can be used to share files with others. The third email showcases the Dropbox mobile app and how it can be used to access your files from anywhere.

By the end of the series, new users will have a good understanding of what Dropbox is and how to use it. And that's exactly what a welcome email series should do.

Example #7: Welcome Series Email from Sephora

Sephora does a great job with its welcome email flow. They start by thanking the subscriber for joining and then provide an overview of what to expect from Sephora emails and the benefits of joining its community.

sephora welcome email

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The email flow then goes on to introduce subscribers to Sephora's loyalty program and new products and promotes a 2-day shipping offer on all orders. Finally, the email ends with a strong call-to-action (CTA) to download Sephora's app and start browsing.

sephora shop new arrivals welcome email

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If you want to start building a welcome series for your brand, consider using one of these welcome email examples as inspiration. Remember, your welcome series should be tailored to your brand voice and goals.

Also, check out 31 Examples of Email Marketing Campaigns Done Right

What’s next?

Let’s discuss in detail how you can leverage the welcome email series to engage your potential customers and boost sales and loyalty.

How to Set Up an Effective Automated Welcome Series Email Flow

Your welcome series email flow is one of the most important aspects of your email marketing program. It's your chance to make great first impressions with new subscribers and introduce them to your brand.

You should follow the steps below to create an effective email marketing strategy and plan a welcome series email flow that will engage and convert your new subscribers.

The first step is to segment your list. You should create a separate welcome series email list for new subscribers. This will allow you to send them tailored messages that are relevant to their interests.

The second step is to create a series of welcome emails. Each email should have a specific purpose and offer value to the subscriber.

In most cases, the first email in your welcome series should be to welcome your new subscribers and briefly introduce them to your brand and community. The next emails could highlight top-selling products, behind-the-scenes stories, social proof, and discount coupons.

In fact, you can introduce a discount code even earlier, in the initial welcome email as well.

Here’s a welcome series email template that has all the elements of a good welcome email sequence. You can refer to it for inspiration!

welcome email series template

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The third step is to set up your email flow. You should use an email marketing platform like Mailchimp or Constant Contact to automate your welcome series. Many of these platforms allow you to send automated emails for various user actions.

trigger based automated email flow

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The fourth step is to track your results. You should track your welcome email open rates, click-through rates, and unsubscribe rates. This will help you optimize your welcome series for maximum engagement.

Also read: How to Increase Email Deliverability


1. What is a welcome email?
A welcome email is an automated email that's sent to new subscribers when they sign up for your list. It's a great way to introduce yourself and start building a relationship with your new subscribers.

Welcome emails usually contain a few key elements:

  • An engaging subject line
  • A personalized message from the brand
  • An introduction to the company or brand
  • A call-to-action (CTA)

2. How do you write a welcome sequence email?
When writing a welcome sequence email, you should keep a few things in mind such as the:

  • Email should be sent from a person, not a company or brand.
  • Subject line should be personal and inviting.
  • Email should be short and to the point.
  • CTA should be clear and easy to follow.

If you're not sure where to start, I've put together a few welcome email flow examples in this blog post to get you inspired.

3. What emails are in a welcome series?
A welcome series is a set of automated emails that are sent to new subscribers over a period of time. The goal of a welcome series is to introduce the subscriber to your brand, build rapport, and ultimately get them to take an action (such as making a purchase).

A typical welcome series might include the following emails:

  • #1: Welcome email (sent immediately after signup)
  • #2: Introducing the company and telling the brand story (sent a few days after signup)
  • #3: Showcasing the company's products or services (sent a week after signup)
  • #4: Sending social proof or asking for feedback (sent a few weeks after signup)
  • #5: Special offer or discount (sent periodically throughout the relationship)

4. How do you create an email flow?
Creating an email flow is simple, especially with email marketing tools like ConvertKit. To get started, you'll need to create a sequence and add the necessary emails to that sequence.

Most email marketing platforms allow you to automate your email sequence based on triggers, so all you need to do is set up the sequence once and it will be automatically sent to new subscribers.

Some common triggers may be:

  • Subscribing to a list
  • Making a purchase
  • Downloading a piece of content
  • Attending an event

You can also manually add someone to your email sequence at any time. For example, if you meet someone at an industry conference and they subscribe to your list later, you can add them to your welcome email series manually.

Creating various email sequences and automating them can help you turn your subscribers and customers into lifelong fans.

If you have any questions or need help with email automation, feel free to connect with me in the comments section.

5. How many emails should you use in a welcome series?
The number of emails you use in a welcome series will depend on your goals and what you want to achieve with your new subscribers. A common welcome series might include five emails, but you could also use fewer or more depending on your needs.

It’s important to keep in mind that each email should have a specific purpose and goal, so don't add extra emails just for the sake of it. If you're not sure what to include in your welcome series, start with these five email examples and adjust as needed to create a series that works.

  • Welcome email: This is the first email your subscribers will receive after signing up for your list. Use this email to introduce yourself and thank your subscribers for joining.
  • Product introduction email: If you offer a physical product, use this email to introduce your new subscribers to what you sell. Include helpful information about your product and how it can benefit your subscribers.
  • Customer service email: Use this email to introduce your new subscribers to your customer service team. Include contact information and let your subscribers know how they can get in touch if they need help.
  • FAQs email: Use this email to answer some of the most common questions you get from customers. This can be a great way to reduce the number of customer service inquiries you receive.
  • Thank you email: Send this email after a purchase is made or a subscription is started to thank your customers for their business. This is also a great opportunity to upsell or cross-sell other products and services.

With these five email examples, you can create a welcome series that will help you achieve your goals and build a strong relationship with your new subscribers.

However, remember to keep your emails focused and be sure to include a call to action in each one. It’s also a good practice to give special offers or discounts in the email body copy of your welcome series emails.

A good welcome email series will help you engage new users, generate their interest in your product or service, and convert them into customers and even loyal fans.

Key Takeaways

Your welcome series email flow is critical to setting the tone for your future relationship with a subscriber. It's an opportunity to make a great first impression and start building a long-lasting relationship.

If done right, welcome email series flow automation can produce great results and can become an integral part of your marketing toolbox. But, for this, you need an effective welcome email flow, email workflow automation software, and great copywriting skills.

While there are a lot of different welcome email series examples out there, I’ve discussed a few in this article and shared why they worked. These examples can be great if you're looking for some inspiration.

So, get inspired and create your own welcome series email flow to grow your brand’s engagement quotient and sales value.

If you’ve questions about email automation or welcome emails, feel free to get in touch with me for more email marketing tips and resources. Happy emailing!

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