The welcome sequence is the first automated conversation your brand has with a new contact. Done well, it delivers on the promise that brought them to you, introduces your perspective, builds relationship, and moves them toward a natural next step.
Recommended 5-Email Structure
- Email 1 — Delivery + Welcome (immediate): Deliver the lead magnet or opt-in promise. Brief intro. One next step.
- Email 2 — Your Story (Day 2): Why you do this. Who you are for.
- Email 3 — Pure Value (Day 4): Useful content, no ask.
- Email 4 — Offer Introduction (Day 6): A natural next step, not a hard sell.
- Email 5 — Social Proof (Day 8): A client result. End with the offer link.
Steps
1
Go to Automation → Workflows → Create Workflow
2
Set the trigger
Form Submitted (for lead magnet opt-in), Tag Applied, or Contact Created.
3
Add Email 1 — immediate delivery
4
Add a Wait step — 2 days
5
Continue building emails with 2-day Wait steps between each
6
Toggle to Active
Video WalkthroughFull welcome sequence build — trigger, five email actions with Wait steps, naming, and test contact activation
Common Mistakes
- Building a long sequence before testing a short one — build three emails, activate, optimize, then expand.
- No Wait steps — without them, all emails send at once.
- Every email is a pitch — build relationship first.
- Same subject line style every email.
Next Steps
- How to Use Tags to Trigger Automations
- How to Send a Broadcast Email — for one-time sends outside of automated sequences
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