This past week I finished a welcome sequence for a friend's business.

I've written before that you should have an email that triggers as soon as someone opts into your list.

I think there should be multiple emails because someone is at their highest intent when opting in.

So it's good to capitalize on that.

In the welcome sequence, I wrote a 4-email sequence.

1. Warm welcome (and what to expect)
2. Biggest hits
3. Common Misconceptions/flaws about the industry
4. The original story

This is something I learned from one of my favorite creators/operators in the newsletter space, Daniel Bustamante.

He builds these sequences for 7, 8, and 9 figure businesses, so I know it works.

Let's dive in.

Warm Welcome

Here's where you make the first impression.

Passionately welcome them in. Let them know how many other people are reading the newsletter (making them feel like part of a club/community).

And set clear expectations.

Here's what to expect:

• Steps to creating welcome flows
• Setting up email infrastructure
• Automations to save you 5-10 hours per week

Make a quick intro for yourself.

(People always want to connect with people more than a company)

Ask for a quick reply in exchange for something in return.

In the welcome sequence I wrote this week, the business is offering free 20 minutes calls to anyone who who responds.

This is something they already reach out to people and offer, but now it'll be semi-automated.

And getting someone to respond helps with deliverability, helping you show up in their inbox rather than promotions/spam.

Biggest Hits

The next day is about showcasing some of your best performing content.

It can be 3-5 social posts, podcasts, blog posts. Or any mix of the bunch.

What you're doing with this email is getting people brought up to speed on all your best stuff to get them more excited to be theree.

This email gives the reader immediate value and builds authority through thought leadership/expertise.

For me, I could do something like this:

• ​How we doubled their open rate from one emial to the next:
  It has nothing to do with the content. Everything to do with the technical setup.
• ​Using email to drive sales, segment buyers, improve marketing
  ​A quick 20-minute podcast where I explain how email can be the engine for your marketing (and business)
• ​12 themes I see people struggle with in their email marketing​
  Anything from no segmentation to not having enough time to write it.

My explanations are light here as well. They can be longer because the biggest hits email isn't that long as a whole.

Misconceptions/Industry Flaws

Daniel recommends using misconceptions or common mistakes in the industry, and then offering your take to solving them.

His exact example when building email funnels:

For my friend's business, we spoke about industry flaws.

Their business is bringing industry professionals together in a way that wasn't around before. So I talked about how the industry had nothing locally to serve the professionals within.

Then we spoke about the problems facing the professionals to get the reader bought into the solution.

Leading them to the solution...

Origin Story

This tells your story of how you became an expert in your field.

It should make the reader see a bit of themselves in you, and understand you've already walked the path they're trying to take.

Daniel mentions to include

• challenges
• key insights
• and lessons learned

This email doubles down on someone getting to know you as the person.

Final Words

This email was more of a curation of what I learned from Daniel, and how I applied it to my friend's business.

I want to reiterate the flow is not my original thinking, but something I'm doing for others.

I felt like it was good to share because it's relevant to what I just did, but it can also help you with your email flows.

A big reason for this newsletter is sharing what I'm doing, but also showing you what's possible in this newsletter world.

If you have any questions on your welcome email/sequence, I'm always here.

Have a nice weekend,

Rich