Your “Welcome Sequence” is arguably the most important part of your entire email list.

When people give you their email and sign up to receive emails from you, you want to capitalize on that excitement and turn them into lifelong subscribers and fans of your content.

So, today… let’s get into what the next 72 hours should look like after someone joins your email list.

Let’s dive in:

The biggest mistake you can make is letting the excitement of the reader fade away into nothingness.

Something moved them to a point where they gave you their email… it’s your job to find it.

You need to strike while the iron is hot…

Hour 1

By now, people should have received 1 of 2 things (or both)… they should have gotten access to your free lead magnet, and/or received your initial welcome email.

And if your goal is to be an NPC, it can just say “welcome.” But don’t do that… because nobody wants to be an NPC. (And don’t try to sell anything in this email.)

Your initial welcome email should follow the format of:

↳ Intro

↳Confirm their great decision to join

↳ Let them know what to expect

↳ Build suspense for the next email

Boom Hour 1 is done.

Ready to move on?

Let’s do it.

Hour 24

It’s been 24 hours.

What? You haven’t asked them to buy anything yet? What are you running… a business or a charity?!? Just kidding :)

At this point they’ve read your initial welcome email (hopefully) and you let them know to expect another email today.

This email can be a little more free-flowing but follow the format of sharing a story with them. Share one of your lowest moments on your journey. The feelings of failure, the sad emotions, the bad situation, etc.

And if you’re lucky, they joined your email list because you can help them get out of a similar experience. Then build the suspense for tomorrow’s email by letting them know you figured out how to overcome your bad situation.

Boom. You just engaged the reader and created an open loop to build excitement for the next email.

If you’re like me, you’re always looking for new and insightful newsletters to read.

One of my favorites that I’ve been reading a ton lately is The Small Business Mentor.

Alan, the writer of the newsletter, has built his government contracting business to over $30M in revenue.

In his newsletter, he shares everything he’s learned along the way.

And my favorite part?

He’s a no BS kind of guy… you get all of the details, all of the information you need, without the fluff.

Sign up for his newsletter below:

Hour 48

Things are looking good… they read your initial welcome email AND your second email.

And now?

They’re waiting for the email on how you overcame one of your lowest moments.

Get excited… because this is where you share your “epiphany” moment in this third email. The moment when you were struggling, trying your hardest to figure out a way forward, and all of the sudden… boom! It hits you. You know what to do and you start acting on it right away and before you know it, you’ve completely turned things around.

Share this moment with your readers and pass along the excitement to them, letting them know you can help them experience the same exact thing.

Hour 72

Okay… the moment we’ve all been waiting for. You can finally sell something… kind of.

This is a subtle call to action (CTA) at the end of the email. It’s the “here’s the problems you’ve been experiencing, I had the same ones and figured out a way forward, it’s only natural that I help you do the same” kind of selling.

It’s natural. Not forced at all. By this point, if they’ve been reading your emails, you’ve built up enough of a connection where they start to trust you and you’re offering to help.

This is what the next 72 hours should look like after someone joins your email list.

I’ve seen far too many situations (newsletters I’ve joined) where people let the excitement fade and the reader ends up falling off the map… then shortly after hitting the dreaded unsubscribe button.

If you don’t engage your readers and give them a reason to keep reading... they’ll go somewhere else to find it.

The secret to growing on LinkedIn in 2024

The secret to growing on LinkedIn in 2024

There's a rising demand for high-quality video content on LinkedIn. This presents a major opportunity for brands (and thought leaders) ready to step in.

Here’s how you can capitalize:

1. Grab your company's existing video assets, like interviews or webinars

2. Generate dozens of clips using OpusClip

3. Schedule your whole month’s worth of video clips on LI using our new Calendar feature

4. Reply to comments on your videos to foster your new connections

Want the full breakdown, with examples from companies like SaaStr and Chili Piper? Read it for free here

Thanks for reading!

Until next time,

Eric Higgs

P.S. Whenever you’re ready, here’s how I can help:

• If you’re reading this online, join over 3,000+ subscribers receiving regular emails helping them build, automate, and grow their business with email.

• If you’re struggling to grow your newsletter, click HERE to learn more about Summit Group, our full-service newsletter agency.