Your Next Email Matters Most
What to Send After the Welcome Email (Part 2)
One welcome email isn't enough if you want people to stick around and stay on your list. You need a plan to keep showing up in their inbox with helpful content so they don't forget who you are or why they signed up.
That’s where a nurture sequence comes in.
A nurture campaign is a set of emails you send over a few weeks to build trust, show your personality, and give your new subscriber something helpful.
It’s like making a good impression when someone walks into your shop.
You greet them, show them around, answer their questions, and tell them what they can expect from you.
"Selling to people who actually want to hear from you is more effective than interrupting strangers who don't." ~ Seth Godin, Lynchpin
Steady communication helps people feel more comfortable and confident about working with you.
In case you’re wondering why I’m writing a series of articles on something so basic and essential, it’s because 90% of the time when I’m consulting with a new client about their email marketing, I discover they do not have welcome emails or nurture campaigns.
Inevitably, they’ve heard they should add them to their marketing mix, but they never seem to get around to it.
So if that’s you, no judgement. Consider this your reminder to get your nurture campaigns in place.
And, if you haven’t reviewed your nurture sequences for awhile, check them. You may discover out of date content or gaps that can be filled with new content.
Why use a nurture sequence?
It helps you:
Stay top of mind
Build trust and connection
Share valuable tips or advice
Invite replies and conversation
Gently guide people toward your offers
You don’t have to sell right away. You probably shouldn’t. Instead, use this time to be helpful and consistent.
A simple nurture email schedule
Here’s one way to space out your emails:
Email 1 - Welcome + Freebie (sent right after they sign up)
Set the tone. Remind them why they signed up. Deliver the freebie or tell them what to expect. Keep it simple and warm.
Email 2 - Quick Win (sent 2-3 days later)
Send a tip that helps solve a small problem or answers a common question. Keep it short and helpful.
Email 3 - Personal Story + Lesson (sent 2-3 days later)
Share a personal experience or client story that teaches something. Be real and relatable. Include a takeaway.
Email 4 - Popular Resource (sent 3-4 days later)
Link to a blog post, video, podcast, or checklist people love. Bonus points if it ties in with your offer.
Email 5 - Soft Mention of Your Offer (sent 4-5 days later)
Talk about the kind of people you help and how. Mention your service or product, but don’t go hard on the pitch.
Email 6 - FAQ or Myth-Busting (sent 5-7 days later)
Answer a question people often ask or clear up a common misunderstanding.
Email 7 - Invite to Take the Next Step (sent 5-7 days later)
This is your first real call to action. Invite them to book a call, check out your product, or sign up for something new.
Using your favorite AI tool can make putting your nurture sequence together quick and easy. Remember, though, not to copy and paste. Tweak and edit the AI output to reflect your voice and point of view.