Welcome Series
A welcome series is an automated sequence of emails sent to new subscribers immediately after they join your list, designed to introduce them to your newsletter and set expectations.
What Is Welcome Series?
The welcome series is the most important automation for any newsletter. It's your first impression, and it arrives when subscriber interest is at its peak — they just signed up, so they're actively interested. A typical welcome series includes 3-5 emails over 1-2 weeks: an immediate welcome email confirming the subscription and setting expectations, followed by emails showcasing your best content, explaining what to expect, and encouraging engagement. Welcome emails have dramatically higher engagement than regular sends — open rates of 50-80% and click rates of 20-30% are common.
Why It Matters for Newsletters
Subscribers who receive a welcome series are 33% more likely to remain engaged long-term. Without one, new subscribers may forget why they signed up, miss their first few regular issues, and become disengaged before they've even experienced your content. The welcome series sets the foundation for the entire subscriber relationship.
Best Practices
- Send the first email immediately — within minutes of subscription, not hours
- Set clear expectations: what you'll send, how often, and what value they'll get
- Include your best content to demonstrate value right away
- Ask subscribers to whitelist your email or move it to their primary inbox
- Keep the series to 3-5 emails — enough to establish the relationship without overwhelming
How Aldus Handles This
Aldus sends a welcome email automatically when new subscribers join your newsletter. The platform handles the timing and delivery so new subscribers are engaged from their first interaction.