When someone signs up for your email list, they are saying they want to get to know you and your business. Even if they have signed up to get a coupon or an exclusive piece of content, they still are giving you permission to introduce yourself and what you are all about. While you could do this all in a single email or assume that they will read your entire website, we find that a Welcome Series of emails is a much more effective way to build a relationship from the outset instead of waiting for that first email newsletter to arrive.
Just like a coupon reminder series, your emails should be easy to consume (i.e. short and single column). And they should be spaced out so you don’t overwhelm people into unsubscribing.
Before you launch your series, it’s worth planning out the whole thing and thinking about a goal such as driving at least one return visit to your site or coming into a physical location if you have one. It’s also a great way to learn about what they might want to hear from you down the line.
To that end, here is a basic framework you can adapt to your business: