Welcome email sequence: what happens after someone signs up?  

And why it matters 

You’ve set up a form, written a jazzy headline and maybe even created a freebie - high five mate! You share your link, someone lands on your page, enters their name and email and… boom! They’re on your list. 

Then what? 

This is where a lot of freelancers and small business owners freeze. They’ve done the hard bit, getting someone to opt in, and then find themselves staring at the system, wondering what on earth to do next. Should they send a welcome email? A sequence? How do they do it? Or do they leave it and hope for the best? 

Let’s talk about what really needs to happen after someone joins your list and how to do it without spiralling into “marketing guru says I need a high performing funnel” stress. 

 Most people focus on getting the sign-up and forget about what happens next. 

You are not alone if this part feels foggy. The internet is full of advice about “growing your list,” but way less about what to do once people are actually on it or how to do it. 

You might be tempted to send nothing, worrying about being annoying or not having the “right” words and putting people off. Or maybe you overthink it: “Should I write five emails? Should I upsell? Should I add emojis?!” 

Here’s the straightforward no-shit Hannah version. 

What happens after someone signs up is just as important (if not more) than the sign-up itself, because that’s when the relationship starts. 

Why the “after” is more important than you think 

When someone joins your list, they’re saying: 

• “I’m curious about what you do.” 

• “I want to hear more.” 

• “I trust you enough to give you space in my inbox.” 

That’s not small and it offers you a tiny window of attention and openness that can slam shut if you don’t use it well. No pressure. 

The first one or few messages you send shape how people see you and your brand. Ignore them? You risk confusion or disconnection. Overwhelm them? You risk an unsubscribe after you’ve only just said hello. The metaphorical door slam in your face. Ouch.  

The first 72 hours: Expectations, energy & experience 

Let’s say someone signs up on a Saturday, what happens next shouldn’t be silence just because it’s not a “work day”. 

If they signed up for a freebie, use that information about their struggles to create a connection. They’re telling you exactly what they need help with, a perfect opportunity for you to swoop in, not just with the download, but also letting them know who you are and why they should stay on the list. 

Your welcome email is your first impression 

And no, it doesn’t need to be clever and I’d almost say never salesy, but it does depend on why someone signed up. If they signed up to learn more about a course you’re offering, yes sell, if they’ve signed up on your web footer or for a freebie, don’t sell just yet. 

Your welcome email needs to: 

• Deliver what you promised, like your lead magnet. 

• Reassure them they’re in the right place. 

• Start to build trust and familiarity. 

Think of it as a digital introduction at an awkward networking event, except less awkward because technically, they said hello first! You’re not launching into a full-on 60 second pitch, you’re just saying “Hi, I see you, here’s what to expect.” 

3 key things a good welcome flow should do.

1. Reassure them and confirm they’re in the right place

Let them know their sign-up worked and they are on the list. Depending on how they signed up will depend on what else that first email says: 

• Regular sign up form: set the expectations (see point 2) 

• If they opted into something specific, like a discount/masterclass/downloadable guide - make sure it’s delivered straight away and how to access it, preferably directly through a link in your email. 

You don’t want them wondering, “Did that work?” or worse, “Who are you?” when you send your next email.

2. Set the tone and a preview of what’s to come

This is where you introduce yourself. There’s no need for a life story, just a few lines about who you are, what you do and what kind of emails they can expect. 

Inject your personality, this isn’t just about you, it’s about what they want. I’m not saying pretend to be something different, but let’s say you're a coach. If you’re looking to deliver corporate coaching and training sessions, your welcome email vibe might be slightly different to the one you send to solopreneurs who are after 1-2-1 confidence coaching. 

Don’t be afraid to be you - that’s what builds trust.

3. Invite them to engage or explore

It could be a “hit reply and tell me…” question, a simple yes or no question or a link to your most-loved blog post or explainer video. The point isn’t to sell,  it’s to open the door, offer a cup of tea and start a conversation. 

Many people won’t reply, in fact most people won’t. That’s fine, but giving them the option and showing yourself to be open to two-way conversation keeps the energy going. 

A quick guide to setting up an automation 

If the words “automation setup” make your stomach drop, don’t worry. Automations are a way to make your emails send themselves at the right time, without you having to manually do it, or remember. 

Here’s how it works - scroll down to see the set-up in MailerLite.

1. The Trigger

This is what starts the automation and is based on an event/action. In this example (see image). The trigger is: 

“When someone completes the What the Tech website form.” 

This means when someone completes my WTT website form, the automation starts…is triggered.

2. Email One

This email is the welcome email which is sent immediately after the automation has been triggered, i.e. immediately after they sign up using that web form.  

It’s the digital hello we talked about earlier.

3. Add a Delay

If you are sending more than one email, the next step is to add a pause between the emails. My personal preference is to leave a few days between the emails and so here it is set to 4 days.  

Once the 4 days have passed, the next action will take place.

2. Email Two: Follow-Up

After the delay, email two will be sent automatically at roughly the same time as email 1, i.e. the time they signed up 4 days ago. 

 

Where to Find This in MailerLite 

• Go to Automations 

• Click New Automation 

• Give it a name that makes sense, mine is called WTT web form welcome workflow. 

• Choose your trigger - how someone joins your list or when someone joins a certain group. 

• Add your emails and delays 

• Test it before setting it live - you can do this by following the exact steps your new subscriber will need to take, e.g sign up via the form and watch the magic happen.

Not on MailerLite? 

Don’t worry, the term Automation is fairly universal and you will likely find it under the same name in your platform. Still can’t find it, head to the help centre and type in automation - it’ll come up, I almost promise! 

What happens when you don’t send anything 

Honestly? Most people forget who you are. 

Let’s say you wait two weeks (or two months) before sending your first email. That person has probably signed up to six other lists by then. When your name pops up, they might think, “Who’s this?” and click unsubscribe. 

This doesn’t mean you need to have everything perfect before launching your list or next sign up page, but it does mean having at least one clear, warm welcome email ready to go. 

You don’t need a massive funnel to do this well 

The “this is the only way to market yourself” myth: you need a 5-email sequence, a tripwire, a downsell, a timer, and a video of yourself falling off a paddleboard.  

The real story? You need one good email and you can build from there. Although, if you do have a video of yourself spectacularly falling off a paddle board, it couldn’t hurt… 

If writing a 3, 4 or 5 email sequence freaks you out, start with one. When that feels good, maybe write another one that goes out a few days later. Let it grow naturally based on what your people actually want. 

 Real world examples that work  

💌 The Yoga Teacher: Sends one welcome email with a link to a free 20 minute workout and a brief introduction about herself. 

💌 The HR Consultant: Sends a freebie download about difficult conversations along with a one-liner: “Next week I’ll share how I helped a client handle a tough team conversation — watch your inbox.” That’s it and it works. The freebie is great, but the real life example really showcases their expertise. 

Consistency over complexity.  

Start with one good email 

If someone signs up and you send nothing, that’s like inviting them round and not offering them a cup of Yorkshire tea with a ginger biscuit - criminal in my view. But if you send one thoughtful, clear, on-brand message, that will be enough to begin the conversation and the relationship. 

Start small, keep it simple, be you.