by Joseph Freeman | Updated Apr 1, 2024
If your marketing department seems to be spinning its wheels creating one-off email blasts, it’s time you realize the full potential of HubSpot’s capabilities. When used properly, marketing automation software can help your business reach its marketing goals with very little time and effort on your end after an initial setup.
At Digitopia, we created the 5-Funnel Automation Sequence to turn your HubSpot into a powerful lead nurturing and conversion system. In this series of blog posts, we will explore each of the sequences, and how and why they’ll help you convert your leads into customers. Welcome to Part 1 of the series! It’s all about the welcome…
The Importance of the Welcome Email Series
The welcome series is a foundational part of your demand generation efforts. It allows your new contact to learn some basic things about your business. In addition, it is your opportunity to make a great first impression which can set the tone for what can be expected in future emails.
This keeps you out of their SPAM or "Promotions" folder.
Being Welcomed Makes You Feel Special
A report by Experian Marketing Services revealed that 57.8% of people will open welcome emails, whereas only 14.6% will open other promotional mailings.
The reason is simple...
People appreciate the simple gesture of being welcomed.
Once you’ve endeared yourelf your promotions will be more impactful.
A welcome series is your best chance to prove your business is worth the contact’s attention and gain a loyal customer or follower. If you fail to create a welcome series or make a poor impression in the one you do, the probability that the contact will open further promotions plummets. Take advantage of the consumer’s curiosity and craft a masterful welcome series.
Appoint a Brand Ambassador
This one is simple, but often the hardest part for B2B organizations to get on board with.
Nobody wants to hear from your company. They want to hear from YOU!
You must appoint a brand ambassador from whom these emails will be sent.
This can be:
- Your CEO
- Your VP of Sales
- Your fictitious mascot
It doesn't matter as long as it's a persona and as long as they have a "personal" email address that the emails are being sent from.
DO NOT send your welcome emails from noreplay@ or marketing@
The Welcome Series Overview
Your welcome series should consist of three to five emails, depending on your business and marketing strategy.
The first email of a welcome series should be a brief introduction, but don’t let its brevity fool you; it is the most important email in the series, because it’s what helps potential leads decide whether to follow you or toss the email. Offer a short but clear idea about what your business is, what you can do for them, and a description of the content you will deliver to their inbox.
Your job isn’t done after you’ve crafted the perfect introduction. Subsequent emails should provide supplementary information, such as other products or services you offer. You could also talk about some facet of your business in more depth. You should talk about any aspect of your business that is especially interesting, appealing, or impressive – just make sure it stays personal and isn’t overly salesy.
Welcome Series Email Timing & Outlines
Day 0 - Email #1 Outline
- Welcome to the family!
- Set expectations of frequency and value
- Share The Why (Why you or your company does what it does—THE PASSION!
- Excellent opportunity to link to a brand manifesto video or About Us page.)
- Follow Us/Me on Socials, Podcast/Video Show/etc.
- P.S. Tease Gifts
- P.P.S. I have a question (ask an "ice breaker question" to solicit a reply, which helps create a real connection AND trains email clients that this is a good sender!)
Day 1 | Email #2 Outline
- Introduce the human behind the emails (include a personal photo that humanizes!)
- Give Gift 1
- PS. Tease Gift 2
Day 2 | Email #3 Outline
- Gift 2
- PS. Tease Gift 3
Day 3 | Email #4 Outline
- Gift 3
- P.S. Soft Foot-in-the-Door CTA (I'm here for you... Should you ever need...)
Day 10 | Email #5 Outline
- Will you help me spread the word? The world needs to know about [SOMETHING]! (Reciprocity)
Welcome Series Email Templates
Example Welcome Series Email #1
SUBJECT: Welcome to [COMPANY], [FIRST NAME]!
Hi [FIRST NAME],
My name is [YOUR FULL NAME] and I’m the [JOB TITLE] at [COMPANY].
I just wanted to take a moment to say “hello!” and welcome you to the family!
At [COMPANY], we’re kind of obsessed with [BIG TRANSFORMATION]. Here’s a great video/post that tells you a bit more about why we do what we do:
[TITLE w/LINK TO VIDEO/POST]
[EACH WEEK], here’s what you can expect from me:
- [VALUE BULLET POINT 1]
- [VALUE BULLET POINT 2]
- [VALUE BULLET POINT 3]
I also post all of my best stuff online, so I’d recommend following me here:
- [SOCIAL/MEDIA LINK]
- [SOCIAL/MEDIA LINK]
- [SOCIAL/MEDIA LINK]
Here’s to [VARIATION OF BIG TRANSFORMATION],
[YOUR FIRST NAME]
P.S. Over the next few days, I’ll send you [GIFTS]. You’ll receive the first one tomorrow, so stay tuned…
P.P.S. Would you mind helping me out with something? I’d love to know [ICE-BREAKER QUESTION]? Simply reply to this email with your answer. I would be extremely grateful for your response!
Example Welcome Series Email #2
SUBJECT: The first gift I promised
Hi [FIRST NAME],
As promised in yesterday’s email, I’m following-up with your first gift!
But before I share it with you, I’d like to take a moment to introduce myself on a more personal level…
[INSERT PERSONAL PHOTO]
That’s a picture of me [DESCRIBE THE PHOTO AND WHY IT HAS A CONNECTION TO THE COMPANY’S PASSION].
OK, now that you know a bit more about me, here’s the gift I promised:
[TITLE w/LINK TO GIFT 1]
[HYPE IT UP, TEASE THE VALUE, DESCRIBE WHY THEY WILL LOVE IT!]
Talk soon,
[YOUR FIRST NAME]
P.S. Be sure to look out for my next gift, coming tomorrow…
Example Welcome Series Email #3
SUBJECT: The second gift I promised
Hi [FIRST NAME],
Yesterday, I sent you your first of three gifts—did you get it?
If not, search your email for this subject: “The first gift I promised”
This next gift is awesome because [HYPE IT UP, TEASE THE VALUE, DESCRIBE WHY THEY WILL LOVE IT!].
Get it now:
[TITLE w/LINK TO GIFT 2]
Talk soon,
[YOUR FIRST NAME]
P.S. One more gift is coming your way, stay tuned…
Example Welcome Series Email #4
SUBJECT: The third (AND BEST!) gift I promised
Hi [FIRST NAME],
Over the past couple of days, I sent you two awesome gifts:- [TITLE w/LINK TO GIFT 1], and
- [TITLE w/LINK TO GIFT 2]
Those two gifts are indeed awesome, but I saved THE BEST gift for last:
[TITLE w/LINK TO GIFT 3]
[HYPE IT UP, TEASE THE VALUE, DESCRIBE WHY THEY WILL LOVE IT!].
Let me know what you think,
[YOUR FIRST NAME]
P.S. I really love helping people [BIG TRANSFORMATION], so if you’re ever looking for a partner to help you achieve that, I’m here for you!
Example Welcome Series Email #5
SUBJECT: Can you help me with this, [FIRST NAME]?
Hi [FIRST NAME],
I hope you got a lot of value out of the content I’ve sent thus far!
I’m hoping you can help me out with something…
You see, [SHARE THE “WHY” BEHIND WHAT YOU DO AND HOW IT LED TO THE CREATION OF “X”].
As you can see, we’re not just another [ANTI-POSITIONING]. We’re obsessed with [BIG TRANSFORMATION].
Would you be willing to share this video on your socials to help me spread the word about [YOUR CREATION]:
[LINK TO VIDEO]
I would be forever grateful!
Thank you,
[YOUR FIRST NAME]
What Comes After the Welcome Series?
Based on the individual's engagement throughout the welcome series they will be placed in a new automated email campaign best aligned with their interactions and/or persona.
But that's a complicated algorithm and we'll cover that in another blog.
A well-crafted welcome series is the perfect time to make a great first impression, but it serves some important technical purposes, too.
Build a strong, persuasive welcome series and watch what it can do to drive more sales opportunities for your B2B organization.
