Most welcome sequences suck.
They completely miss the point of building a relationship and sell paid offers.
And you don't need to overcomplicate.
Here's a simple framework you can use:
Welcome Email (1) > Your Story Email (1) > Idea-selling Emails (N) > Product-selling Emails (N) > Deadline Emails (1)
The (N) in the text above represents a number of your choice. It really depends on how long you want to make it, but for the sake of context, I would say at least 2 or 3 for each one of those.
Let’s go over guidelines for each one of them.
Guideline for welcome email
The welcome email is by far the most important because it is your reader’s first impression of your emails.
And let’s be real, first impressions do matter, and in a world where everyone does the same thing, differentiating yourself is KEY.
Here’s a simple framework you can use:
1. Make them feel part of the family
2. Use the "What does this say about you" strategy 3. Tell them what to expect 4. Guide them to their next move (whitelisting you)
(What does this say about you strategy) This is where you show that you understand the reader's identity and enforce it into them by stating what joining your newsletter says about them. Check the example below.
I want to congratulate you. You’re obviously dedicated to improving your body (and your life in the process). Not every person is as dedicated. So it’s great to have you here! And it's safe to assume that you don't relate with the modern man...
Don’t be afraid to be unapologetically you, be witty with the introductions, and make them feel comfortable and as if you were directly writing for them.
Guideline for story email
The "Your story" emails is where you CONNECT with your reader and show them your world and what you've been through to get to your current state..
The goal is to make them understand your story, create an emotional bond, create context and welcome them into your reality.
1. Subject line talking about the problem (e.g. I used to struggle to make a dollar online) 2. Struggle story to connect with the reader and show empathy (you want to make sure your reader knows that you understand his struggle) 3. Outline what you did to overcome your problem (the what not the how) 4. Offer to help and hear your reader’s story
Guideline for idea-selling email
The goal of these emails is to start pitching your readers on the IDEA of your product. Not the product itself, but the idea behind it and how it will help people.
You'll want to plant seeds in the mind of your prospect on how you have something to sell. (without pitching it.)
The idea is to sell the transformation with well-framed free value.
No Frame: here’s some free stuff (perceived value $0)
With Frame: Here are strategies that changed the life of my students (high perceived value)
Guideline for product-selling email
The framework I like to use to write the emails where I'm finally pitching the emails is called Problem Agitate Solution.
You introduce the problem, you agitate it, and you finally give a solution to it - your offer.
A KEY here is to use the "Show don't tell" principle - especially in the AGITATE section.
Here's an example of the PAS framework in practice
(Problem) When I first started my freelancing business I just couldn't figure out a way to get new clients.
(Agitate) I was going to bed anxious every single night and I would take HOURS upon HOURS to fall asleep thinking where I would get my next client...
I just couldn't figure it out, and it was draining me and leaving me without energy for the day ahead...
You see...There were some places I could search for jobs but...
...fiverr would take ages upon ages to find a gig, and even if I did, I would have to compete with all the low-price gigs from people that live in low-paying countries...
...Facebook groups were also a fine place, but I would have to hit the lottery to find the chance to prove my worth (plus I was spending too much of my time just lurking around...)
It was honestly painful and far from the "make your own schedule" life I envisioned for myself...
(Solution) That's when I flipped the script and stopped trying to endlessly chase for clients and decided I would do the EXACT opposite and be the one attracting the clients.
I was no longer spending time chasing clients, but instead...
I was using my time and my client-magnet strategy to create an environment where clients where actually reaching out to me asking me for my service fees...
And I laid out ALL the process to successfully pull this off in my CLIENT-MAGNET FRAMEWORK course where I teach step-by-step how I was able to pull this off and month after month have clients paying me $500, $1000 and $2000+ fees for my services.
(Call-to-action) Click here to check it out.
Guidelines for deadline email
When your readers finish the welcome sequence, some will have no interest in what you’re offering, some will be interested and not buy, and others will buy.
We can’t do much about the first set of people, but we can turn those who are interested into buyers by giving a little incentive or by removing his fears.
We can do this by sending the last email with a special incentive such as:
● Free bonuses ● Direct discount ● Free call or consultation
If you’re taking this approach make sure to add a deadline.
Adding a countdown timer
If you want to have a countdown in your emails, you can go over to and they’ll host a GIF with the countdown you’ve set, just like this.
notion image
It will generate HTML code that you can just plug into your emails.
This is also useful if you’re running discounted sales.
How do I get people's trust from the start?
By showing you know what you're talking about.
By connecting with them through stories.
And by telling them how each story has something to teach about the subject of your expertise.
You don't need to give "value" as "value" can easily be copy & pasted from the internet and anyone could do that.
You need to show them you actually know what you're talking about with real-life examples or analogies - that's how you measure true value.
With the information above, start outlining your welcome sequence.
Start by defining these 3 things:
1. What you want people to know about yourself/brand 2. How can you give the maximum value on the main subject of your list (e.g. email marketing) 3. What product would you like to sell when people complete the welcome sequence
Outlining it will save you a lot of time and ensure you don’t let anything out of those initial emails.