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Grow Your Business with a Winning Welcome Email Sequence

What happens AFTER your new subscriber receives their juicy new freebie from you?

Is it silence…and then a proposal to become a client? 


That’s like proposing marriage on a first date! Your brand-new subscriber doesn’t know anything about you. There is no trust, and this push to become a client can feel pushy and slimy.

So they unsubscribe realllllly quickly. Bye, Felicia!

If you’re like many dietitians, you are missing one key piece of your marketing strategy: a welcome email sequence!

When a subscriber eagerly signs up to receive your freebie, they’re looking for help. This is a one-time opportunity to make a great impression.

But how do you ensure that your first interaction sets the right tone and keeps them coming back for more? The answer lies in a well-crafted welcome email sequence.

Hey there, I’m Holly Larson, MS, RD. I’m a registered dietitian and nutrition copywriter, and let me tell you, I love writing email sequences! To me, they feel like writing a mini-series for Netflix; we want to provide value, keep it interesting with storytelling, and drop in a cliffhanger or two. But most of all, we are working on building trust with your newest subscriber in a way that doesn’t drain all of your time and energy.

In this blog post, I’ll walk you through my take on writing a winning welcome email sequence that will perform for you for years to come. Let’s go!

This post contains affiliate links. This means that if this post knocks your socks off and you make a purchase, I may receive a commission at no cost to you. Thanks for the support!

What is a Welcome Email Sequence?

Welcome email sequences are not just about saying “hello.” They are a one-time-only opportunity to set the tone for your potential clients to become happy paying clients. A welcome email sequence is for setting expectations, building relationships, and providing value from the start. 

So what is it? We’re talking about a series of emails that are delivered to your new subscriber automatically. You’ll write an engaging series of emails, program them in your email service provider (I like ConvertKit), and decide what action will trigger your subscriber to receive them. 

In this case, it is safe to assume that a person will receive the email sequence because they’re traded with you: you have a freebie offer (sometimes called an opt-in) that you gave to the client in exchange for their email address.

Now that they’ve raised their hand to get to know you, it is up to you to roll out the welcome mat. 

Here is how I like to approach writing welcome sequences. 

Planning Your Welcome Email Sequence

My approach to writing a welcome sequence is to make it highly tied to the freebie you’re offering your readers. 

As you’re planning your sequence, I recommend thinking through how many steps it takes for a person to actually use your freebie and get that quick win. 

Ideally, your freebie should provide enough value and information that your reader realizes that you know what you’re talking about and that your services are going to be helpful, but not so much guidance that they end up feeling like they don’t need you after all. 

Once you’ve counted your steps, plan on one email per step to your reader using the freebie.

After that, we’ll plan on a few other emails. Below is how a welcome email sequence might go, but keep in mind that there is no one way to write an email sequence, and how you write yours will also depend on how many steps it takes to use that great free resource that you created. 

  • Email 1: delivering the freebie right away after the person opts in to join your list
  • Email 2: using the freebie – asking for feedback
  • Email 3: getting to know you and your story
  • Email 4: What is the next step in using the freebie? Ask for their reply again. 
  • Email 5: introducing your program and services
  • Email 6: answering questions
  • Email 7: asking them to take action
  • Email 8: repeat the CTA
  • Email 9: follow up with folks who didn’t become clients 

Your welcome email sequence may have more steps, or it could have fewer; the right sequence for you should sound like you, provide value, and calmly and confidently ask them to take action to work with you. 

P.S. Don’t have a freebie? Or not impressed with how your freebie is performing? Check out our best tips and tricks for creating a high-value freebie for your audience. This on-demand workshop was created in partnership with Kat Dursten, RD: Designing an Optimal Opt-In.

Best practices

I have a few tips and tricks to share with you now that I’ve been a copywriter for years.

The first is to make sure that your email subject line is compelling – this is the make-or-break sentence that will determine if a person opens up that email or not. Make it clear and enticing. 

I have a lot more tips and guidance about writing blog titles and email subject lines here: How to Write a Great Blog Title & Grab Your Reader’s Attention.

Next, be sure to also write preview text. What is that? Preview text is the little snippet of text that shows up in your reader’s inbox before they’ve opened the email. Preview text can help to further nudge them to open up the email and can play off of the subject line. 

Be sure to use their name; your email service provider will allow you to personalize each email to the reader. Tip: it doesn’t have to just be at the beginning of the email; it can be a nice touch to add their name later in the email as well. 

And even though you’ll be sending this series to every single one of your new subscribers, I recommend writing the email as though you’re just chatting with one single person sitting across from you at a cozy coffee shop. 

Remember, a person has joined your email list because they need help and they want to get to know you. So, let them! Share a few stories, include testimonials from past clients, and write in the same way that you speak. That way, when they do get on the phone to work with you, it will feel like they already know you. 

Launch and monitor

This may surprise you, but the average open rates for emails aren’t all that high – 30% is considered to be average for all emails, but it also depends on your industry (1). But, typically, open rates for a welcome sequence are much, much higher than that (2). 

Once you’ve published your emails, promote the heck out of your freebie. Trust me: you’ve gotta talk about it again and again because people are so hesitant to share their email, even for a free thing. 

Then, you’ll be able to track your progress throughout the sequence. 

What are the open rates for the email series as a whole? What about for each individual email? Is there a sudden drop-off with one email in the series? Maybe that email subject line needs to be tweaked. 

Test, reflect, and adjust. 

That’s a wrap

A well-crafted welcome email sequence is essential for engaging new subscribers and setting the tone for future communications. By following the steps outlined in this guide, you can create a sequence that builds relationships, boosts engagement, and provides value on autopilot.

A welcome email sequence is not just a nice-to-have; it is actually a crucial tool for building trust, fostering engagement, and driving conversions. Investing time and effort into crafting an effective sequence can yield significant benefits for your business. It is a way to not have yourself be a bottleneck in your own business; this automation can deliver value to your readers and help to grow your client base 24/7. 

Ready to take your welcome email sequence to the next level? Take a peek at my Welcome Email Sequence mini-course to learn more advanced strategies and techniques for engaging your subscribers and growing your business. You’ll feel confident with mapping out your sequence and feel like an Olympic-level dietitian entrepreneur when you publish your sequence. 


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Hi! I’m Holly Larson – registered dietitian and nutrition copywriter and copywriting mentor.

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