15 thoughts on “Newsletters Part III: Welcome Sequence How To

  1. I also switched to MailerLite from MailChimp and have no complaints. I figured out the workflow (with a little help from their online support, which is great) and set it up without any trouble.
    However, and it’s probably jaded me, if I get 3 emails from an author whose newsletter I’ve subscribed to, I’ll be watching carefully for the frequency of future newsletters. Anything more than twice a month and I’m gone. Mine go out once a month unless there’s something really ‘big’ to announce.
    I’ve never used your “condition” option, but my subscriber list is still within the same cost layer I started with. Instead, I just run occasional checks on who hasn’t opened a newsletter in the past year and scrub them. I figure the metrics won’t be far off if I give it that long of a timeframe.

    • In the welcome email tell the reader how often your newsletters go out. Something like, “You’ll receive two other emails from me as we get to know each other, but my newsletter only goes out once a month.” The theory behind the initial sequence is that readers will remember you when you don’t email again for a month. If you only send one email then disappear for a month, they may forget who you are. If you send three, they’ll remember when they get our monthly newsletter.

  2. Terrific post, Sue. Very clear, and very helpful. I’ve printed this one out and highlighted.

    Thanks! Hope your week is wonderful.

    • Thanks, Steve! It’s a lot easier than it appears. I just didn’t want to leave out any steps.

      Wishing you a fabulous week, my friend. 😀

  3. This is great primer on a NL welcome sequence, Sue. You laid out the steps clearly and concisely. It’s also a helpful refresher for me, since I haven’t built an “on-boarding” sequence in a few years. The one I did have was for my fantasy “reader group,” which is dormant now. My tiny mystery group was built organically and from a few of my fantasy list joining it when I mentioned it to that group.

    I think three emails is perfect. I’ve had longer sequences in the past, and seen some sequences which are epically long, but those are from authors who email far more frequently. Currently I email once a month, at the end of each month. I’ve thought about increasing the frequency—NL guru and romance author Holly Darling likes twice a month, but for me, once a month is good, especially since I have exactly one mystery novel out 🙂

    Once I finish the reader cookie prequel story I’m working on, I’ll link it from the back of my mystery, and give it away there along with in multi-author reader NL promotions. I’m thinking I”ll need a slightly different welcoming sequence, since the latter group has read nothing mystery-wise by me, whereas anyone signing up from the back of my novel has very likely read the book at least 🙂

    Thanks for another excellent post on newsletters! Hope you have an awesome week, my friend!

  4. Thanks for these very clear instructions on the welcoming sequence, Sue! I also switched from MailChimp to Mailer Lite. I’m happy I made the change.

    Like others, I think a monthly newsletter is best with special occasion NLs as needed.

  5. Thanks, Sue! Great explanation, and very smart of you to use pictures, especially on a Monday morning. 🙂

    I’m part of the Switched from MC to ML and I’m happy with it group.

    I agree, once a month is good for my subscribers and for me. I’ve subscribed to a couple of websites, then started getting DAILY emails. Can you say “unsubscribe . . . now”?

    Happy Monday all!

    • Ugh. I know what you mean, Deb. Daily emails is way too much. Even weekly bothers me, with the exception of a select few who offer marketing tips and other useful information. Monthly is perfect, IMO.

  6. Really helpful, Sue! Thanks esp. for ‘splaining ML’s various cutesy terms. “Create workflow”? Huh? To me, that sounds like that’s where to enter my daily to-do list. Why can’t they just call it “welcome sequence” as you did?

    I’m always afraid to select a wrong option and my subscribers will vanish. Thanks for taking us by the hand and walking us through.

    • I’m the same way, Debbie! Unless I have clear step-by-step instructions (with pics or video), I fear hitting the wrong button and unsubscribing my entire list. You can set up various workflows, not only welcome sequences, which is why I think they use that term. Still, it’s an odd word choice.

      • One thing this post did for me was make me *unafraid* to change up my Welcome Series with some refreshed emails.

        Been using the same ones for several years now. So it’s time I thunk up some more!


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