Your Welcome Sequence

📋 What you'll need: Your Email Planner (Spreadsheet 6), your buyer research (Spreadsheet 1), your lead magnet from Module 2, and your email tool set up
⏱ Time: 3–4 hours to plan, write, and build. Once.
✅ Output: Five emails that go to every new subscriber automatically, from now on
Build this first, and don't move on until it's live.
The welcome sequence goes to someone who just raised their hand. They gave you their email address a minute ago and they're still on your site. Nothing else you send will ever reach a person in that state.
The numbers reflect it. Welcome emails are opened at more than 50%, roughly double any other email you'll send. The first one alone carries around half the sequence's revenue. Businesses running a proper welcome sequence convert two to three times more subscribers into first-time customers than businesses sending a single "thanks for subscribing" email.
You write it once. It then runs on every subscriber you ever get.

Your Sequence Starts With Your Lead Magnet

Everything on this page depends on what you promised someone in exchange for their email address, back in Module 2.
That promise decides what email 1 does. Email 1 is opened more than any other email you'll send, and it carries roughly half of what the whole sequence earns.
Email 1 delivers what you promised.
Whatever you offered on your opt-in page, email 1 hands it over in the first line. Your story and your credentials can wait.
If you promised a guide, checklist, template, or video training, put the link at the top. They care about the guide they just requested, and they'll care about your twenty years of experience later.
If you promised a quiz or assessment result, email 1 delivers their result, personalised to what they answered. This is the most engaging first email you can send, because it's about them.
If you promised a discount code, the code goes at the top, with nothing competing with it. You chose to deliver it by email rather than showing it on the thank-you page, and that was deliberate — it means only a real, working address gets the code.
If you promised early access, a freebie, or VIP list access, confirm they're in and tell them exactly what happens next and when.
If you promised a mini audit or review, you can't deliver it in email 1, because you haven't done it yet. Email 1 confirms you have their details, gives a real date for when the audit will arrive, and asks for anything else you need. The audit becomes email 2.
⚠️ "Immediately" means within a minute.
Welcome emails sent in real time are opened four times more often than delayed ones. Someone who waits more than an hour for the thing they were promised forms an impression the rest of your sequence can't undo. Set the trigger to send instantly, then test it on your own address before you send traffic anywhere.

Which Sequence Do You Build?

Two decisions shape your welcome sequence, and they're separate.
The first decides its structure — how many emails, and what timing. The second decides its format — whether the emails carry images or stay plain text. Answer both, because a discount-led sequence for a photographer and a discount-led sequence for a skincare brand share the same structure but look nothing alike.
Decision 1 — Does what you promised expire?
Yes, it expires. A discount code, a freebie with a first order, early access to a launch. There's a deadline, and the sequence is built around it. You have a real reason for someone to act, so the sequence runs shorter and tighter, and the offer appears in every email — it's the reason they subscribed. Build the Incentive Sequence. Five emails over nine days.
No, it doesn't expire. A guide, a checklist, a template, a video training, a quiz result, a buying guide, VIP list access. Nothing forces a decision. You earn the sale by being useful, and you make your ask once you've given them something worth having. Build the Nurture Sequence. Five emails over fourteen days.
Go by the promise rather than the business type. A skincare brand giving away a "which serum for your skin type" quiz builds the Nurture Sequence, because nothing is counting down. A photographer offering "£50 off if you book this month" builds the Incentive structure, because something is.
Decision 2 — Do your emails carry images?
You settled this on the last page. The question was: is there something the reader needs to see? Your answer depends on what you sell, not on whether your offer expires.
Which format is yours
Visual product. Skincare, candles, jewellery, food, drink, apparel — anything where how it looks is part of why people buy. Your emails carry light branding and product images where they help a decision: your logo, your colours, real photos of the product. Aim for roughly 60% text to 40% images, single column, never image-only. This holds whether your sequence is Incentive or Nurture.
Service, or anything non-visual. Coaching, consulting, training, therapy, photography services, advice. Your emails stay plain text and read like a personal message. No header graphic, no product grid. This also holds across both structures.
So you have two answers now — a structure and a format. A skincare brand running a quiz builds a Nurture structure with product images. A photographer running a discount builds an Incentive structure in plain text. Both are correct.
💡 If you haven't built your lead magnet yet, go back to Module 2 first. There's nothing to welcome anyone to. The opt-in page, the thank-you page, and the thing you're giving away all need to exist before this sequence has anything to deliver.
Module 02 - Build Your Conversion System
Lead Magnet Workbook

The Incentive Sequence

Five emails over nine days, built around a real deadline. Use it when you promised a discount code, a freebie, or early access.
The offer appears in every email. Someone gave you their address to get it, so mentioning it isn't pushy — it's the thing they came for. What changes across the five emails is how much reason they have to use it.
The five emails
Email 1 — immediately. Deliver the code. Put it at the top, large, with nothing competing with it. One sentence on who you are. One button. Nothing else. This email is opened by more than half the people who get it, and it earns roughly half of everything the sequence will make.
Email 2 — day 2. Who you are and why the product exists. What you make, what you refuse to do, what you'd rather get right than get cheap. Mention the code once, at the end.
Email 3 — day 4. Two to four bestsellers, with real reviews. Not your whole catalogue — a place to start. Someone who doesn't know what to buy buys nothing.
Email 4 — day 6. Name the expiry date for the first time. They've had the code for six days. Give them the actual date it stops working.
Email 5 — day 9. Last chance, sent so the code expires 24 to 48 hours later. One product, one reason, one button.
⚠️ The expiry has to be real.
Pick a date, put it in the code, and let it expire. Fake deadlines, timers that reset when the page reloads, and "offer ends soon" with no date all teach people to ignore every deadline you ever set. Choose a window that suits what you sell — a fortnight for coffee, a month for a bike.
💡 Why nine days.
Someone's interest is highest the minute they subscribe and drops steadily from there. Sequences that stretch past ten days see the last emails land on people who've forgotten why they signed up. Discount-led welcome sequences convert 25–40% of subscribers into first-time buyers when they run in this window, against 10–20% for a single welcome email.

The Nurture Sequence

Five emails over fourteen days. Use it when you promised a guide, a checklist, a template, a video, a quiz result, a buying guide, or list access.
Nothing is counting down, so nothing should pretend to be. You earn the right to ask by being useful first. But you ask earlier than most people expect.
The five emails
Email 1 — immediately. Deliver what you promised, in the first line. Add one sentence on who you are and why you made it. Include a single button linking to the download.
Email 2 — day 3. Explain why you do this work. Cover the problem you solve, and the view you hold about it that sets you apart. This email decides whether the reader takes you seriously.
Email 3 — day 6. Give them a quick win they can use today, and correct a common mistake. At the end, describe what working with you looks like in one line.
Email 4 — day 10. Show proof. Take one person in the same situation as the reader and explain what happened. Use real numbers if you have them. Leave them out rather than inventing them.
Email 5 — day 14. Make the invitation. State what happens on the call, how long it takes, what it costs, and what they leave with. Link directly to your calendar.
💡 Link directly to your calendar.
Every click between "I want to talk to someone" and a booked time costs you around 10% of the people who were willing. Not a contact page, not a form. Your calendar.
⚠️ If you can't say what an email is for in one sentence, cut it. Every email needs a job no other email is doing. Five emails with five jobs beats seven where three of them repeat each other.

What Happens When Someone Buys

They stop receiving the sequence, straight away.
If someone uses the code after email 1, emails 2 to 5 never send. If someone books a call after email 3, emails 4 and 5 never send. Getting a "last chance to use your code" email an hour after spending the code is one of the quickest ways to lose someone.
Setting it up
It's one setting, applied to the whole sequence rather than to each email. Your tool will call it a flow filter, an exit condition, or a goal. Find it before you build, not after.
Set the condition to match what you're asking for. If you sell products, exit anyone who places an order. If you sell services, exit anyone who books a call or becomes a client. In the same step, add the "customer" or "booked" tag and remove the lead-magnet tag, so their labels stay accurate.
Set it once, at the top of the sequence. You don't need a check before every email — the sequence-level filter stops everything below it. Adding one before each email clutters the build and changes nothing.
While you're there, add one more filter: stop existing customers from entering the sequence at all. Someone who bought from you last year and then joined your list shouldn't receive "10% off your first order."
💡 They still hear your story.
The welcome sequence has one job: turn a subscriber into a customer. Once they've bought, that job is done, and the post-purchase sequence takes over — the thank you, the how-to-get-the-most-from-it, the request for feedback. Someone who buys from email 1 hasn't missed anything. They've moved to the next sequence early, which is the point. You'll build it on the next page.
⚠️ Don't try to pause the sequence and resume it later.
Some tools allow it, but it adds complexity for no real gain and is easy to misconfigure. Exit them when they buy, move them to post-purchase, and leave it there.
⚠️ Test it on yourself before anyone else sees it.
Sign up with a personal address. Check email 1 arrives within a minute. Click every link. Check the download works, or the code applies at checkout, or the calendar opens. Then buy something or book something, and check the rest of the sequence stops.

Plan It in Spreadsheet 6

⚠️ Read this before you run any prompt in this module.
Every prompt here gives you a strong first draft, not a finished email. AI doesn't know your customers, your voice, or the real story behind your business — you do. Treat what it produces as a starting point: read every line, cut anything that doesn't sound like you, fix anything that isn't quite true, and add the specific detail only you know — the thing a customer actually said, the real reason you started, the mistake you watch people make. The founders who get results from these prompts are the ones who edit them. The ones who paste the output straight in sound like everyone else.
Plan the whole sequence before you write a word of it. The prompt below does that for you, filling every column in your planner: each email's job, its timing, its subject line, its preview text, and its one call to action.
💡 Why plan first.
When all five emails sit in front of you as five rows, each with its job written next to it, you can see at once whether two of them are doing the same job. You can't see that while writing them one at a time in your email tool.
📋 Before running the prompt, replace every [bracketed placeholder] with your own details from Spreadsheet 1 and your lead magnet. Don't leave any brackets in — empty placeholders produce generic output.
Prompt — Plan the Incentive Sequence (expiring offer)
You are an elite email strategist who has built welcome flows for hundreds of small businesses, in the tradition of Chase Dimond, who has driven hundreds of millions in email revenue and insists you never start from a blank page, only from a proven structure. You know exactly how a deadline-driven welcome sequence works in 2026, and you build to it deliberately.
You know these things and you apply every one of them:
  • The welcome sequence has one job: turn a new subscriber into a first-time customer. Brand storytelling supports that job; it doesn't replace it.
  • Email 1 is opened by 55–65% of recipients and earns roughly half the sequence's revenue. It must deliver the offer immediately, above everything else.
  • The offer appears in every email, because it's the reason the person subscribed. What changes across the sequence is the reason to use it now.
  • The expiry must be real. A genuine deadline converts; a fake one teaches people to ignore every deadline you set afterwards.
  • A subject line's only job is to earn the open. It must not sell — the body does that. Under 50 characters, useful part first; only about 33 characters show on a phone.
  • Preview text extends the subject rather than repeating it. The two read as one message.
  • One email, one call to action, one destination. Every extra link costs clicks.
  • Write about the reader, not the business.
  • Never invent a review, a statistic, a number, or scarcity. If it wasn't given to you, leave it out.
Plan a five-email Incentive welcome sequence for [business name], which [describe what you sell in a few words]. The signup offer is [the exact offer, e.g. 15% off the first order / £50 off a booking this month], and it expires [a real window that suits what you sell, e.g. 14 days after signup].
This business's email format is: [Visual product — emails carry product images / Service or non-visual — emails stay plain text]. Take this into account when you describe what each email contains, but it does not change the structure or timing below.
Use these real inputs. Invent nothing beyond them:
  • My buyer, their situation, and the words they use: [paste from Spreadsheet 1, Messaging Brief]
  • What makes what I sell different: [the real ingredient, material, method, standard, or credential]
  • If I sell a visual product: my two to four bestsellers, with one real detail each: [list them, or write "n/a — service"]
  • Real proof I can use — a review, a rating, a number, a specific story: [paste real specifics, or write "none — invent nothing"]
  • What I want them to do: [e.g. place a first order / book a session]
Build the sequence to this structure:
Email 1 — immediately. Deliver the offer at the top, with nothing competing with it. One sentence on who the business is. One button. This is the highest-value email; keep it clean.
Email 2 — day 2. Why the business exists and what it stands for. Mention the offer once, at the end.
Email 3 — day 4. Proof and a place to start. For a visual product, this is where two to four bestsellers with real reviews belong. For a service, this is a client result or a worked example that shows what you do. Offer included.
Email 4 — day 6. Name the expiry date for the first time. The offer has been available for six days; give the real date it stops working.
Email 5 — day 9. Last chance, timed so the offer expires 24–48 hours after this lands. One focus, one reason, one button.
Produce a table with one row per email and exactly these columns:
Sequence · Email # · Send Delay · This Email's Job · Subject Line · Preview Text · Core Message · The One CTA
For each row:
  • This Email's Job: one sentence naming the single thing this email exists to do. No two emails share a job.
  • Subject Line: under 50 characters, useful part first, sentence case, no selling.
  • Preview Text: 35–90 characters, extending the subject.
  • Core Message: two or three sentences on what the email says, in the buyer's own language.
  • The One CTA: exact button text, two to five words, starting with a verb.
Then, beneath the table:
  1. Two alternative subject lines for each email.
  2. The exit condition (the action that should immediately stop someone receiving the rest of the sequence).
  3. One line confirming the offer appears in every email and the expiry in email 5 is real.
Rules: every email must be useful or interesting on its own. Sell in the background except in emails 4 and 5, where the deadline is the point. Use the buyer's plain language. Keep bodies to 100–200 words. Avoid ALL CAPS, multiple exclamation marks, and "act now" / "100% guaranteed" / "free money." Avoid the words transform, unlock, elevate, leverage, game-changer, journey, curated, delve.
Prompt — Plan the Nurture Sequence (no expiring offer)
You are an elite email strategist who has built nurture sequences for hundreds of small businesses, in the tradition of Val Geisler, who designs lifecycle email around what the customer is actually doing at each moment, and Joanna Wiebe of Copyhackers, who proved that the reader's own words outperform anything you invent. You know exactly how a nurture welcome sequence works in 2026, and you build to it deliberately.
You know these things and you apply every one of them:
  • The sequence earns the sale by being useful first, then asking. Nothing is counting down, so nothing pretends to be.
  • Email 1 must deliver what was promised in the first line. The reader wants the thing they requested, not a biography.
  • The main ask gets introduced by the third email, not held to the last. Introducing it early lifts qualified responses. Waiting until the final email loses the people who were ready sooner.
  • If the ask is a consultation or booking, the final email links directly to a calendar. Every click between "I want to talk to someone" and a booked time costs around 10% of the people who were willing.
  • A subject line's only job is to earn the open. It must not sell. Under 50 characters, useful part first. A subject that names a real problem or outcome outperforms a promotional one by 30–60%.
  • Preview text extends the subject rather than repeating it.
  • One email, one call to action, one destination.
  • Write about the reader, not the business.
  • Never invent a result, a statistic, or a testimonial. If it wasn't given to you, leave it out.
  • If an email's job can't be said in one sentence, it shouldn't exist.
Plan a five-email Nurture welcome sequence for [business name], which [describe what you sell in a few words]. The lead magnet someone just received is [the exact thing, e.g. a "no-time home workout" guide / a "which serum for your skin type" quiz result]. The eventual goal is [the exact next step, e.g. book a free consultation / place a first order].
This business's email format is: [Visual product — emails carry product images / Service or non-visual — emails stay plain text]. Take this into account when you describe what each email contains, but it does not change the structure or timing below.
Use these real inputs. Invent nothing beyond them:
  • My buyer, their situation, and the words they use: [paste from Spreadsheet 1, Messaging Brief]
  • The specific problem this lead magnet addresses: [describe it]
  • What I believe about this problem that others in my field don't — my point of view: [state it]
  • What makes my approach or product different: [state it]
  • If I sell a visual product: two to four products worth featuring, with one real detail each: [list them, or write "n/a — service"]
  • Real proof I can use — a result, a number, a specific story: [paste real specifics, or write "none — invent nothing"]
  • What happens at the next step — for a consultation: how long, what it costs, what they leave with, and the calendar link. For a product: where they go and why now: [describe it]
Build the sequence to this structure:
Email 1 — immediately. Deliver the lead magnet in the first line. One sentence on who you are and why you made it. One button to the thing.
Email 2 — day 3. Why you do this: the problem you solve and the point of view that sets you apart. This is where the reader decides whether you're worth listening to.
Email 3 — day 6. A quick win they can use today, and a common mistake corrected. At the end, introduce the next step in one line.
Email 4 — day 10. Proof: one person in the reader's situation and what happened. For a visual product, this is a natural place to show the product in use. Real numbers if available, none if not.
Email 5 — day 14. The ask. For a consultation, state what happens on the call, how long, what it costs, what they leave with, and link to the calendar. For a product, make the case and point them to it.
Produce a table with one row per email and exactly these columns:
Sequence · Email # · Send Delay · This Email's Job · Subject Line · Preview Text · Core Message · The One CTA
For each row:
  • This Email's Job: one sentence naming the single thing this email exists to do. No two emails share a job.
  • Subject Line: under 50 characters, useful part first, sentence case, no selling. Favour naming a real problem or outcome.
  • Preview Text: 35–90 characters, extending the subject.
  • Core Message: two or three sentences on what the email says, in the buyer's own language, carrying the point of view supplied.
  • The One CTA: exact button text, two to five words, starting with a verb.
Then, beneath the table:
  1. Two alternative subject lines for each email.
  2. The exit condition (the action that should immediately stop someone receiving the rest of the sequence).
  3. One line confirming the next step is introduced by email 3.
Rules: lead with value in every email; the reader should get something useful whether or not they ever buy or book. Use the buyer's plain language and the point of view supplied. Keep bodies to 100–200 words, up to 300 for email 4 if it carries a full story. Never invent proof. Avoid ALL CAPS, multiple exclamation marks, and spam-trigger phrases. Avoid the words transform, unlock, elevate, leverage, game-changer, journey, empower, delve, dive in.

Log the plan in Spreadsheet 6

Copy the table into Spreadsheet 6, Sequence Planner tab — the columns line up. Add the sequence itself to the Automation Tracker tab: what triggers it, how many emails, and its status. Keep the alternative subject lines in the Notes column for when you start testing.

Write the Emails

With the plan done, writing is quick. Feed the whole plan into the prompt below and it writes all five emails in one pass, so each email knows what the others say and the sequence reads as one connected arc rather than five separate messages. It also tells you which emails need an image and which don't, matching what you saw in the two email examples earlier.
📋 Replace every [bracketed placeholder] with your own details, and paste in your full five-row plan from Spreadsheet 6. Run this once for the whole sequence.
Prompt — Write the Full Sequence
You are an elite email copywriter who has written welcome and nurture sequences for hundreds of small businesses, in the tradition of Joanna Wiebe of Copyhackers, who proved that a reader's own words convert better than any line you invent, and Chase Dimond, who builds every sequence on a clear structure rather than from scratch. You write emails that read like one person wrote them to another, and you write a sequence as one connected arc.
You apply all of this, on every email:
  • Each email does the single job it was planned for. No two emails repeat the same point. You have the whole plan in front of you, so you make each email move the reader forward from the one before.
  • The sequence tells one continuing story. Later emails may briefly refer back where it helps, without assuming the reader opened the earlier ones.
  • The subject line earns the open and does not sell. Under 50 characters, useful part first.
  • Preview text extends the subject rather than repeating it.
  • The first line gets to the point. No greeting-and-warm-up. Assume the reader is on a phone, skimming.
  • Short paragraphs, two or three lines. Write about the reader, not the business. One call to action per email, two to five words, starting with a verb.
  • 100–200 words per email, up to 300 for an email carrying a full story or proof. Never pad.
  • Sign off as a real person. Use the P.S. to restate the ask or add one genuine detail.
  • Never invent a result, review, statistic, or scarcity. If it isn't in the inputs, leave it out.
  • Plain language. None of these words: transform, unlock, elevate, leverage, game-changer, journey, empower, curated, delve, dive in.
You are writing a [Incentive / Nurture] welcome sequence of 5 emails for [business name], which [describe what you sell in a few words].
This sequence's format is: [Visual product — emails carry product images / Service or non-visual — plain text]. This decides how you handle images below, and it is independent of whether the sequence is Incentive or Nurture.
Sequence-wide inputs:
  • My buyer, their situation, and their words: [paste from Spreadsheet 1, Messaging Brief]
  • What I'm ultimately asking them to do: [the goal]
  • My point of view and what makes me different: [state it]
  • All the real proof I can draw on — results, reviews, numbers, stories: [paste real specifics, or write "none — invent nothing"]
  • For an Incentive sequence: the exact offer and its real expiry date. For a Nurture sequence: the next step and, if a consultation, the calendar link.
  • If the format is a visual product: the products worth showing, with one real detail each.
The plan (from Spreadsheet 6). For each of the five emails, its job, send delay, subject line, preview text, core message, and call to action:
[paste all five rows of your Sequence Planner here]
HOW TO HANDLE IMAGES — this is decided by the format above, not by whether the sequence is Incentive or Nurture:
If the format is SERVICE OR NON-VISUAL: none of the five emails use images. Plain-text style, written to read like a personal message. Do not add or suggest any image or header graphic. Words carry everything.
If the format is VISUAL PRODUCT: emails are mostly text, with images where the reader needs to see the product. Roughly 60% text to 40% images, single column, never image-only, every email must make sense with images off. Apply per email:
  • If the sequence is Incentive: email 1 keeps the offer as live text (not inside an image), light branding only; email 3 shows the featured products, each with plain alt text; emails 2, 4, 5 are text-led with at most one product image where it helps.
  • If the sequence is Nurture: email 1 is mostly text with light branding; the product appears where it genuinely supports the point, most naturally in email 4 (proof / product in use) and email 5 (the ask), each image with plain alt text; earlier emails stay largely text.
  • For every image you specify, give one line of plain alt text describing it (e.g. "Woodsmoke soy candle in an amber glass jar").
    Never suggest an email that is one large image.
Before the emails, write one line describing the arc — how the reader moves from email 1 to email 5.
For each email, produce:
  • Email number and send delay.
  • Subject line and preview text (use the plan's; if one clearly doesn't fit, give one alternative and say why).
  • The full email body, in the buyer's language, at the right length.
  • Under a clear "Images" line: either "None" or the image(s) to use with their alt text, following the format rules above.
  • A sign-off in a real person's voice, and a P.S.
After the emails, note in one line anything you couldn't write because the proof wasn't provided.
Rules honouring the structure: In an Incentive sequence, the offer appears in every email, and only emails 4 and 5 lean on the deadline. In a Nurture sequence, lead with value in every email and introduce the ask by email 3. Do not add a second call to action to any email.
 

Tag People as They Join and Buy

Before you build, set up a simple way to keep track of who's who. Without it, you can't send the right sequence to the right person, and you can't tell a new subscriber from a long-time customer. You only need two kinds of label, and your email tool does most of the work.
Tags and segments — the difference, and the only ones you need
A tag is a permanent label for something that happened. You add it, and it stays until you remove it. Your tool might call these "groups." You need exactly two to start:
  • The lead magnet they signed up for. Your signup form applies this automatically — everyone who downloads the workout guide gets tagged "workout guide," everyone who takes the skin quiz gets "skin quiz." This tells you what brought each person in, and which welcome sequence they should get.
  • Customer, or booked. Added the moment someone buys or books. This is the same trigger that exits them from the welcome sequence, so you set it once and it does both jobs.
A segment is a filter that updates itself. You set a rule, and your tool keeps the list current with no work from you. You don't tag these by hand:
  • New subscribers — signed up in the last 30 days.
  • Quiet — hasn't opened anything in 60. This is the list your win-back sequence will use.
  • Engaged — opens and clicks regularly.
The rule of thumb: tag the things that happened and won't change (which magnet, became a customer). Let segments handle anything based on time or behaviour (new, quiet, engaged). You'll never hand-build a "quiet for 60 days" list — the segment does it for you.
⚠️ Remove old tags when they no longer apply.
When someone becomes a customer, take the "lead" tag off at the same time as you add "customer." If you don't, they keep receiving first-purchase discounts after they've already bought. In your welcome sequence's exit step, set the action to do both: add "customer," remove the lead-magnet tag. Most tools let you add and remove tags in the same automation step.
💡 Don't over-tag.
It's tempting to label everyone by interest, location, and behaviour from day one. Skip it. Two tags and three self-updating segments cover everything in this module. You can always add more later, once you have a real reason and enough people to make it worth the effort.

Build It in Your Email Tool

The emails are written. Now put the sequence into your email tool and switch it on. The steps are the same across Kit, MailerLite, Klaviyo, and the rest — only the wording of the buttons changes.
The steps
  1. Create the automation. Look for "automation," "flow," or "sequence" in your tool. Create a new one and name it clearly: "Welcome Sequence."
  2. Set the trigger. The trigger is someone joining your list. Set email 1 to send immediately, with no delay.
  3. Add each email, with its delay. Paste in each email from your plan, and set the wait before it: immediately, then day 2, day 4, and so on for the Incentive structure, or day 3, day 6, day 10, day 14 for the Nurture structure. Your planner already has these delays.
  4. Set the subject line and preview text for each. Take both from your planner. Don't leave preview text blank — the tool will fill it with the first line of the email or "View in browser," and you lose the space.
  5. Add your images, if your format uses them. For a visual product, upload the product images the writing prompt specified, and paste in the alt text for each. For a service or plain-text format, skip this — there are no images.
  6. Set the exit condition and tags. At the sequence level, exit anyone who buys, books, or becomes a client. In the same step, add the "customer" (or "booked") tag and remove their lead-magnet tag. Add the filter that stops existing customers from entering.
  7. Turn it on. Preview the whole sequence first, or switch it on one email at a time, and check every link works before it goes live.
⚠️ Test the whole thing before anyone else sees it.
Sign up with a personal email address. Check email 1 arrives within a minute. Click every link, and confirm the download opens, the code applies at checkout, or the calendar loads. Then trigger the exit — buy something or book something — and confirm the rest of the sequence stops sending.

What You've Built

✅ Your welcome sequence is done when:
  • It's planned in Spreadsheet 6
  • All five emails are written and edited in your own voice
  • Your signup tag and customer tag are set
  • The trigger sends email 1 within a minute
  • Every link works, images and alt text are in place if your format uses them
  • The exit condition swaps the tags, and existing customers are filtered out.
🎉 This runs on every new subscriber from now on, without you. It's the highest-performing set of emails in your business, and you built it once. Every person your ads and content bring to your list now gets a proper introduction, at the moment they're paying most attention.
📌 Next: the automations that fit your business. With the welcome sequence live, you'll build the one that matches what you sell — an abandoned cart sequence for products, or a post-enquiry follow-up for services — then a post-purchase sequence and a win-back.
Next →
Your Other Automations