# How to Create an Email Welcome Sequence
Your welcome sequence is the most important set of emails you will ever send. It is the moment when your new subscriber is most engaged with your brand, boasting open rates that are often 4x higher than standard newsletters. A well-crafted sequence builds trust, sets expectations, and gently nudges potential customers toward their first purchase.
In this guide, we’ll show you how to set up a professional automation that works for your Brisbane business while you sleep.
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Prerequisites: What You’ll Need
Before you start building, ensure you have the following ready:- An Email Service Provider (ESP): Such as Mailchimp, Klaviyo, or ActiveCampaign.
- A Lead Magnet: A reason for people to sign up (e.g., a PDF guide, a 10% discount code, or a free consultation offer).
- A Sign-up Form: Live on your website to capture Australian leads.
- Brand Assets: Your logo, brand colours, and high-quality images.
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Step 1: Define Your Goal
Don't just send emails for the sake of it. Determine what you want the subscriber to do by the end of the sequence. Is it to book a discovery call? Use a discount code? Visit your shop in person? Having one clear goal ensures your messaging remains consistent and persuasive.Step 2: Choose Your Email Platform
Log in to your chosen ESP. If you are a local service provider, Mailchimp is often sufficient. If you run an e-commerce store, Klaviyo is the gold standard. Navigate to the Automations or Journeys tab.- What you should see: A dashboard with options like "Create New Automation" or "Customer Journey Builder."
Step 3: Select Your Trigger
Every automation needs a trigger. For a welcome sequence, the trigger should be "When a subscriber joins your list" or "When a tag is added." Ensure the trigger is set to fire immediately upon sign-up so the subscriber receives their first email while your brand is top-of-mind.Step 4: Draft Email 1 – The Delivery (Immediate)
This email must deliver exactly what you promised in your sign-up form. If you promised a PDF guide on "How to Landscape in Queensland," provide the download link clearly.- Subject Line: Here is your [Lead Magnet Name]!
- Content: A brief "G'day," the link to the asset, and a quick sentence about who you are.
- Pro Tip: Avoid using "No-reply" email addresses. Use a real name like
sarah@yourbusiness.com.auto encourage replies.
Step 5: Draft Email 2 – The Introduction (Day 1-2)
Sent 24 hours after the first email, this is where you introduce the face behind the business. Share your "Why." Why did you start this business in Brisbane? What makes your approach unique? This builds the "Know, Like, and Trust" factor.- Screenshot Description: In your automation builder, you should see a "Time Delay" block placed between Email 1 and Email 2. Set this to "1 Day."
Step 6: Draft Email 3 – Value and Education (Day 3-4)
Provide value without asking for a sale yet. Share a helpful tip, a common mistake to avoid in your industry, or a link to your most popular blog post. This positions you as an expert in your field.Step 7: Draft Email 4 – Social Proof and Case Studies (Day 5-6)
Australians value authenticity. Share a testimonial from a local client or a short case study showing how you solved a problem. If you have a Google Business Profile with 5-star reviews, this is the perfect place to highlight them.Step 8: Draft Email 5 – The Soft Sell/CTA (Day 7)
Now that you’ve provided value, it’s time to ask for the business. Remind them of the problem they have and how your service or product is the solution. Provide a clear Call to Action (CTA) button like "Book Your Inspection" or "Shop the Collection."Step 9: Design for Mobile
Over 60% of emails are opened on mobile devices. Ensure your buttons are large enough to tap with a thumb and your font size is at least 16px.- Warning: Avoid using huge image files. Large images can trigger spam filters or fail to load on mobile data in areas with spotty reception.
Step 10: Set Up "Exit Criteria"
If someone makes a purchase or books a call during the middle of your sequence, you may want to stop the subsequent "sales" emails. Most ESPs allow you to set a goal or exit condition (e.g., "Tag: Customer is added").Step 11: Test Your Links
Before going live, send test versions of every email to yourself. Click every single link to ensure they go to the correct page on your website. Check your ABN and physical address are in the footer to comply with Australian Spam Act 2003 regulations.Step 12: Go Live and Monitor
Hit the "Start" or "Publish" button. Monitor your stats for the first two weeks.- What you should see: A high open rate (40%+) for Email 1, with a slight decline as the sequence progresses. If people are dropping off too quickly, your content might be too long or irrelevant.
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Common Mistakes to Avoid
- Being Too Salesy Too Soon: If you only ask for money in every email, people will hit 'Unsubscribe' before they get to know you.
- Inconsistent Branding: Ensure the colours and tone of voice in your emails match your website.
- Ignoring the Subject Line: If the subject line doesn't grab attention, the best content in the world won't be read.
Troubleshooting
- Emails are going to Spam: Check that you have authenticated your domain (SPF, DKIM, and DMARC records). Also, avoid using "spammy" words in subject lines like "FREE," "CASH," or excessive exclamation marks.
- Images aren't showing: Some email clients block images by default. Always include "Alt Text" for your images so people know what they are looking at even if the picture doesn't load.
- Automation isn't triggering: Ensure your sign-up form is correctly linked to the specific list or tag that triggers the automation.
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Next Steps
Now that your welcome sequence is live, you can focus on driving traffic to your sign-up form. Consider:- Adding a pop-up to your homepage.
- Running a small Facebook Ad campaign to your lead magnet.
- Reviewing your analytics in 30 days to see which email has the highest click-through rate.
Need help setting up your professional email automation or writing copy that converts? Contact the team at Local Marketing Group today and let’s get your Brisbane business growing.