COURSE WORKBOOK

with Gretta Van Riel, Rob Ward, Chase Dimond

Richard Li, Nick Shackelford
 ACTION ITEMS
MODULE: The Welcome Series is one of the most crucial (and
most opened) of all email sequences, right next
ADVANCED EMAIL to the Abandoned Checkout flow. In this lesson,
I’ll teach you how you can use this series to get

MARKETING FOR
❏❏ Download the Welcome Series Cheat Sheet.
conversions upon opt-in.
❏❏ Using the Welcome Series Cheat Sheet as a guide,

ECOMMERCE Conversion Rate: draft up your own Welcome Series for your brand.
3% on average

How-To:
LESSON: • Educate on what the brand is all about.

WELCOME SERIES
• Thank Them / Get Pumped (e.g. “We’re so
excited to have you in our community!”)
• Set Expectations (e.g. “We’ll be sending you X
emails over the next Y weeks…”)
• Build Trust (e.g. We’ve been featured in XYZ
“You absolutely have to use email automation to scale to press outlets, here’s how we’re different,
seven figures.” customer reviews, we’ve donated over $1M in
shoes, etc.)
• Brand Voice (use a personal tone, if relevant to
your brand)
• Value Proposition (e.g. With Casper you’ll sleep
better and therefore feel more rested)

# of Emails:
3-5 emails over the course of 1-2 weeks

Fun Fact:
Compared to regular promotional emails, welcome
emails generate 320% more revenue per email.

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Overview The first few emails your subscribers receive after The Welcome Series
joining your email list are some of the most important
messages of the customer lifecycle. Use the boxes below to draft up your own Welcome Series. Don’t forget to decide on the
time intervals between each email.
These emails make your subscribers accustomed to
engaging with your brand via email and set the tone of
your relationship.

WELCOME EMAIL 1
Email Purpose of email

Subject:
Welcome Email 1 Welcome and thank you

Welcome Email 2 Brand story + unique quality standards + benefits of

shopping with Ibex

Welcome Email 3 Social Proof (customer reviews, press, celebrity/brand

endorsements, retail footprint, etc) + display popular
products

Welcome Email 4 Focus on the community element --> Follow us on

social and join our FB Group

Time interval:

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WELCOME EMAIL 2 WELCOME EMAIL 3

Subject: Subject:

Time interval: Time interval:

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WELCOME EMAIL 4

Subject:

Time interval:

TOOLS & RESOURCES

• Welcome Email Series Examples
(Foundr)
• 12 Unique Examples of Welcome Emails
that Work (Shopify)

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Notes:

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