The email welcome sequence
A welcome sequence is a short series of automated emails that go out to every new subscriber over their first days or weeks on your list. It matters because first impressions stick: a new subscriber is at their most curious right after signing up, so this is your chance to build a relationship, set expectations and earn trust before you ever ask for a sale.
The golden rule: the first email should not sell anything. Make good on the promise of why people subscribed by giving them something genuinely interesting.
A strong welcome sequence usually includes:
- A warm welcome and a story. Introduce yourself, share your motivation, and give a real behind-the-scenes look at your work or inspiration. This proves the newsletter is worth opening.
- Deeper context about your practice. Your process, your influences, what makes your work distinctive, paced out over a couple of emails.
- A soft introduction to your work. Once you've given value, you can gently point to your store, your permanent collection or how your print drops work.
Keep emails spaced a couple of days apart so you don't overwhelm new subscribers, and write in your own voice throughout.
Action: set up an automated welcome email in your email software (Mailchimp, Klaviyo, Beehiiv all support this) that triggers on sign-up. Start with a single great story email, then add follow-ups over time. This runs on autopilot and works while you focus on making art.