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Welcome series: How to create & examples [2024]

Reading Time: 9 minutes

Welcome emails are often the first point of contact between you and your new subscribers. They serve not only as pleasantries, but also help you set customer expectations and reinforce your brand identity. 

An effective welcome series is the foundation for a successful customer onboarding strategy. You can share your backstory, offer discounts, and highlight some favorite products. 

Initiating meaningful interactions lets you improve the overall customer experience. This can nurture leads, drive sales, and foster long-term retention.   

In this article, we’ve created a detailed guide showing how to create a compelling welcome series. We’ll also share tips on how to set up an automated welcome series.

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What is a welcome email series?

A welcome email series is a sequence of automated emails sent to new customers or subscribers after they join your mailing list. 

A welcome email series introduces subscribers to your brand. It also nurtures the relationship and guides them through their journey. The emails encourage further interactions, build trust, and deliver value.

Why set up a welcome series sequence?

Introducing new subscribers or customers to your brand using automated welcome messages is a powerful strategic move. Welcome emails allow you to ensure a consistent experience for new subscribers, and you can highlight any important messages, policies, or products to everyone.

Here are some of the main reasons to set up welcome series emails:

  • Better customer engagement: A welcome series allows you to structure how you introduce your brand and products. You can do this across multiple emails rather than at once. This keeps your audience engaged longer than sending a single welcome mail. Plus, it helps in building trust and loyalty, which increases retention rates and decreases churn rates.
  • Enhanced personalization: You can personalize each email in your welcome series based on your subscriber’s demographics and interests. This resonates better with new subscribers than a generic welcome email.
  • Saves time: Automating your welcome email sequence saves you the time it would take to send individual emails manually. You can focus on other tasks while still engaging with your subscribers.
  • Drives conversions: Not every new subscriber may be ready to make a purchase right away. So, a welcome series allows you to use relevant content to nurture leads. You can introduce your product offerings gradually and guide them towards purchasing over time.
  • Measurable results: You can track opens, clicks, and conversions within each email in your series. This way, you can tell what resonates more with new subscribers to help refine your welcome series and optimize your content.

Email welcome series best practices

Implement some best practices to ensure your email welcome series is effective. Here’s how you can ensure your welcome series is engaging:

  • Use engaging storytelling: Use email marketing automation to create compelling narratives. Your welcome series can share your brand’s story, mission, and vision. This helps you connect with your subscribers and conveys your unique value proposition.
  • Offer personalized product recommendations: Use data-driven insights as an email marketing best practice. For example, tailor your welcome series by using the subscriber’s preferences and browsing history. Offer personalized product suggestions to let new customers know you understand their interests and preferences. This fosters loyalty and trust. 
  • Provide exclusive welcome discounts: Incentivize new subscribers with exclusive discounts or promotions. Rewarding them for joining your mailing list compels them to make their first purchase.
  • Use limited-time welcome offers: Offer time-sensitive welcome offers and deals. You create a sense of urgency and encourage subscribers to take immediate action.
  • Send multiple emails in the welcome sequence: A welcome series can have more than one email. Creating a series allows you to dedicate a specific theme to each one, such as your story or highlighting particular products. 

Welcome email series examples

In this section, we’ll explore examples of welcome email series that you can use for inspiration.

Welcome series email flow example: To’ak Chocolate

  • Email #1: Telling the brand story
  • Email #2: Meeting the brand founders
  • Email #3: Exploring the brand vision and product offerings

Our automated welcome series allows us to share our brand story with anyone who subscribes, which helps us communicate the uniqueness of our brand. We tell the story from the founder’s perspective, the farmer’s perspective, and from other voices. Today, customers get a personalized introduction to our brand. Email automation makes it possible, for a small team like ours, to show customers that we care about building a connection.”

James Le Compte
CEO of To’ak Chocolate

Welcome series email #1: Telling the brand story

What this email does well

  • It uses a high-resolution image of the team
  • Thanks readers for subscribing
  • Tells them what to expect from the email
  • Engaging storytelling to introduce the brand
  • Sets expectations for the content of the next emails in the series
  • Multiple call-to-action buttons

Subject line: It all started in a rainforest… 🌿

Welcome series email

Welcome series email #2: Meeting the minds behind the brand

What this email does well:

  • Uses multiple high-resolution images
  • Consistently adopts a conversational tone
  • Uses engaging storytelling
  • Lets readers know that more interesting emails are forthcoming
  • Adds call-to-action buttons at the top and bottom of the page
Welcome series email

Welcome series email #3: Brand identity and offerings

What this email does well:

  • Adds multiple high-quality images of the founder and products
  • Uses clear call-to-action buttons at the top, middle, and bottom of the email
  • Provides a brief summary of products
  • Uses an elegant yet simple design

Subject line: Chocolate will never be the same again 🍫

Welcome series email

Learn more about the To’ak Chocolate’s email welcome series strategy:

Read case study

Welcome series email flow example: Island Olive Oil Company

  • Email #1: Getting to know the brand
  • Email #2: Revealing the brand’s recipes
  • Email #3: Exploring product offerings

Performance of this welcome email sequence

Welcome emails draw a 998% greater click rate than promotional emails. The result is an average 11% conversion rate, and a revenue-per-email (RPE) lift of 3,274% over promotional campaigns.

[Welcome series] helps to separate a small business like us from buying it on Amazon. No offense to Amazon, but it helps us to be boutique in the big world of the internet.

Angèl Foster
Co-Owner of Island Olive Oil Company

Welcome series email #1: Getting to know the brand

What this email does well:

  • Thanks readers for subscribing
  • Offers a limited-time welcome discount 
  • Includes high-quality images of products 
  • Includes a promotional video that introduces the brand
  • Offers free shipping 
  • Provides exclusive access to brand updates

Subject line: Welcome to Island Olive Oil Company! 🌿

Welcome series email

Welcome series email #2: Revealing the brand’s recipes

What this email does well:

  • Offers free shipping
  • Uses high-quality images of the recipes
  • Provides links to multiple product categories
  • Gives a brief description of offered recipes
  • Includes simple call-to-action buttons at the middle and bottom of the email

Subject line: Savory Fall Recipe: Mushroom & Sage Bread Pudding 🍁

Welcome series email

Welcome series email #3: Exploring product offerings

What this email does well:

  • Uses high-quality images of specific products with prices
  • Provides a brief description of the products
  • Includes specific, subtle call-to-action for each product
  • Includes an educational video on the recipes

Subject line: Get inspired with our favorite ingredients and healthy recipes!🌿

Welcome series email

How to set up an automated welcome series

We’ve explored some examples of engaging email welcome series. Now, let’s walk through how to set up an automated three-email welcome series of your own.

  • Start with a new welcome workflow
  • Design the first email in your series
  • Design your second email
  • Adjust the sequence timing
  • Design your third email
  • Save the workflow 

For this tutorial, we’ll use Omnisend. The platform is rated 4.8 stars on Shopify, and the free plan offers 500 monthly emails. Get a free account to get started.

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Big Little Gift Box

New Zealand

4 months using the app

“Highly recommend Omnisend, it’s easy to use and the help team is fantastic. The templates are great and easy to use. The automations are straightforward too.”

1. Start with a new welcome workflow

The first thing you need to do is go to the Omnisend dashboard. Once you’re there, click on “Automation” at the top of your dashboard.

On the Automation page, click on the “Create Workflow” button at the top-right side of the screen.

Automation workflow creation
Image via Omnisend

Scroll down to see the “Welcome x3” option for creating three welcome emails. Next, click on the “Customize workflow” button.

new welcome workflow
Image via Omnisend


The default trigger for welcome automation is set to Signup (meaning all subscribers). To target customers who signed up via specific forms only (e.g., for a 10% discount), set the trigger rule settings to “Form” (the menu on the right in the campaign editor):

new welcome workflow
Image via Omnisend

2. Design the first email in your series

To design the first email in your welcome series, click the first email on the left side of your screen. Next, use the section on the right side of your screen to customize the subject line and preheader of the email.

first email design
Image via Omnisend

Once you’re done with the customization, click the “Edit content” button below the preheader. 

The next thing you need to do is customize the email content. Everything in this section is drag-and-drop. This means you can move and position your email’s text and media elements as you see fit.

first email design
Image via Omnisend

After you’re done, click “Finish editing” at the top-right corner of the page.

Here’s a tip: You can use the “Send test email” button to preview how your email will look in your recipients’ inboxes.

First email design finish
Image via Omnisend

3. Design your second email

After designing the first email, go back to the sequence editor to design your second email. Customize the subject line, preheader, and content as you did with your first email.

Then click on the “Update” button to complete it. You can also use the “Send test email” button to preview the email

second email design
Image via Omnisend

4. Adjust the sequence timing

After designing your second email, it’s time to schedule the timing for your sequence.

Click on the time delay sections in the campaign sequence editor. Here, you can choose when to send the second and third emails in the sequence. 

sequence timing adjustment
Image via Omnisend

5. Design your third email

After scheduling the emails in your sequence, you can now design your third email.

To do this, go back to the sequence editor and design the third email like you did for the previous ones.

third email design
Image via Omnisend

6. Save the workflow

At this point, your welcome email series is ready to be sent out to subscribers. However, you can still implement additional welcome email automation features. For example, audience filters allow for better personalization and targeting.

workflow save
Image via Omnisend


That’s it! You now know what a welcome email series is and how to create yours.

We’ve curated welcome series email examples to inspire your next sequence. However, there have to be specific reasons for creating these emails. For instance, you can create them to increase retention and drive conversion. You can also create them to streamline communication and make a great first impression.

Whatever your approach, ensure you use engaging storytelling, relevant welcome offers, and consider personalized product recommendations.

Article by
Karolina Petraškienė

Karolina is a writer, content marketer, and email enthusiast at Omnisend. When she's not curating articles, you can find her in the woods challenging herself in hiking boots or off-roading her bike.