A welcome series is an automated series of emails that are sent automatically, to a new subscriber, based on a behavior (signed up on web site, purchased an item, etc…) and at a predetermined frequency (daily, weekly, etc…). It’s an extremely efficient and effective communications that is well received by the reader and will provide you a return.
The folks over at Open Moves compiled a list of 7 tips on building your own engaging welcome messages:
1. Differentiate the messages. The welcome series should stand out and stand alone. Don’t dilute the messages by sending your promotional campaigns at the same time.
2. Segment the audience. Target messaging based on the subscription point of entry. If a buyer opts in to your list during the checkout process, your welcome series could include member benefits, return policies, preference inquiries, and surveys. For those subscribers who joined your list without making a purchase, the series could include special offers, product reviews, and video testimonials to encourage a first sale.
3. Determine the right number of messages. Whether you send two, three, or more messages depends entirely on your audience, sales process, and campaign goals. There isn’t a right number; the key is testing to find what works best for you.
4. Set the right cadence of messages. The first message should be sent immediately upon subscription and clearly state it is the first of however many messages are in the series. It should also inform subscribers when to expect the other messages. After that, the rest of the welcome messages could be sent daily, weekly, or at whatever interval seems to work best for your audience.
5. Set specific goals. The overall goal of your welcome series should be to engage your subscribers and build brand advocates. But each specific message in the series should have its own particular goal while they work together to build your brand message.
6. Automate. Use a behaviorally triggered email solution to automate the messages. That way, you’ll guarantee that the messages are timely and effective. Each email can be set up in advance and deployed automatically, saving you time and resources.
7. Use clear subject lines. Stand out in over-crowded inboxes by including the term “welcome message” along with the number in the series.
Read the full article and check out the examples on the OpenMoves Blog.
Tamara Gielen is an independent email and digital direct marketing
consultant with over 10 years of experience in online, email and direct marketing. 
Excellent article! I love their examples as well.
Because a welcome series has so much potential for sales and engagement, my co-worker gave a tip last year on the BSF blog to use GA to determine what content to include: http://blog.blueskyfactory.com/best-practice/how-to-create-a-welcome-email-campaign-series/
Determine what the most popular searches on your website are for, and then create an email in the series covering those topics. If others find it valuable, it's likely your new subscribers will, too.
Thanks for sharing, Tamara!
Posted by: Amy Garland | Apr 18, 2011 at 09:23 PM