Definition
A welcome sequence (also called a welcome series or onboarding sequence) is an automated email series triggered when someone subscribes to your list. These initial emails are strategically designed to make a strong first impression, deliver on your opt-in promise, introduce your brand story and values, set expectations for future communications, and begin nurturing the relationship. Welcome sequences typically run 3-7 emails over the first 1-2 weeks of subscription.
Why This Matters
Welcome emails have the highest engagement rates of any email type—often 50-80% open rates compared to 20-25% for regular campaigns. This is because subscribers are most interested and attentive immediately after joining. A well-crafted welcome sequence capitalizes on this attention to build a strong foundation for the relationship. Businesses with welcome sequences see significantly higher long-term engagement, lower unsubscribe rates, and better conversion to customers. Missing this opportunity means losing your best chance to make an impression.
Common Types
Delivery + Introduction
Delivers the promised lead magnet and introduces who you are and what to expect.
Story-Based Sequence
Shares your origin story, mission, and values to create emotional connection.
Value-First Sequence
Focuses on delivering immediate value through tips, resources, or quick wins.
Educational Sequence
Teaches subscribers about your topic area, establishing expertise.
Product Introduction Sequence
Gradually introduces your products or services as solutions to subscriber problems.
Engagement Sequence
Encourages subscribers to reply, follow on social, or take other engagement actions.
Real-World Examples
1Morning Brew's Welcome
Fun, personality-driven welcome that sets the tone for their casual newsletter style while explaining what to expect.
2Ramit Sethi's Story Sequence
Multi-email story arc that shares his journey, establishes credibility, and naturally leads to product awareness.
3SaaS Onboarding Welcome
Step-by-step guidance helping new free users succeed with the product to drive conversion to paid.
4E-commerce First Purchase Push
Welcome sequence culminating in a first-purchase discount to convert subscribers to customers.
How to Use This in MagnetHub
When subscribers opt-in through MagnetHub, they seamlessly enter your welcome sequence. MagnetHub handles lead magnet delivery while your email platform triggers the welcome series. The combination ensures subscribers receive their promised content immediately while starting the automated nurturing process. Configure your thank you page messaging to set expectations for the welcome emails they'll receive.
See MagnetHub in Action
Watch how MagnetHub helps you implement this concept effortlessly
Best Practices
- Send the first welcome email immediately—delays kill engagement
- Deliver your promised lead magnet in the first email without friction
- Set clear expectations about email frequency and content types
- Include a personal element—founder story, mission, or genuine welcome
- Ask subscribers to whitelist your email address in early messages
- Encourage a small action in each email to build engagement habit
- End your sequence with a clear next step or offer
Frequently Asked Questions
Related Terms
Autoresponder Sequence
An autoresponder sequence is a series of pre-written emails that are automatically sent to subscribers based on specific triggers or time intervals.
Nurture Sequence
A nurture sequence is an automated series of emails sent to new subscribers after they opt-in, designed to build relationship, deliver value, and guide them toward a purchase.
Lead Magnet Thank You Page
A lead magnet thank you page is the page visitors see immediately after opting in, used to deliver the lead magnet, set expectations, and present the next step in the customer journey.
Email Deliverability
Email deliverability is the ability of your emails to successfully reach subscribers' inboxes rather than being filtered to spam, blocked, or bounced.
Create your lead magnet in 60 seconds
Turn this knowledge into action. MagnetHub helps you create professional lead magnets that capture and convert leads effortlessly.
No credit card required • Free forever plan available