The first email tool you need to consider is the Welcome Flow. This is in automated sequence of emails that welcome new subscribers to your world. When done right, this sequence can build trust and connection. It will encourage engagement.

Below is a sample email flow, using my current welcome sequence for my own personal art brand.

The structure of this flow follows one I learned from Copy Posse videos and trainings.

Note: These are emails directly from me to the subscriber, and things might look quite a bit different if I were writing on behalf of a corporate brand to a consumer.

2 days later, I send out the second email. This one’s goal is to make the subscriber feel included in the brand’s mission.

This email is mostly about the brand story and mission. But of course, as with all marketing, this letter must ultimately bring it back to the subscriber. Show them why this mission matters to them.

A PS: line could issue an invitation for the subscriber to hit reply and let the company know what they most want or need from the company. This lets the subscriber know that the company is interested in them specifically, and also gives the company very valuable marketing and product information if they actually respond.

The first email is all about acknowledging the subscriber and helping them feel a sense of community with you/your brand. It’s about showing your brand’s personality a bit, but mostly about making the subscriber feel important and helping them feel understood on some level.

I could either send a separate email containing any lead magnets or include it in this email.

This is a good time to offer another free gift or, at the very least, let them know where they can find free resources/content to start engaging with you right away. But there is no mention of paid products or services just yet.

The goal of this email is to mobilize the subscriber.

HERE is where the products, services, etc. are offered. Without any marketing tactics like scarcity… simply an elegant presentation of offerings. Remind them of how they can obtain value from the brand without making a purchase.