Easily Set Up an Automated Welcome Sequence in Mailchimp

Wondering how to get started with email marketing for your small business? One of the first things you need to do is set up an automated welcome sequence for new subscribers to your list. Click through for an outline of what should be in each of your welcome emails, as well as a video tutorial showing you how to set it up in Mailchimp!

If you're new around here, I've spent the past few weeks covering the basics of starting an email list for your business. You can catch up below. Be sure to start with week one and work your way through all the lessons. Don't think you need an email list? Then week one is especially for you ;)

This week I’m showing you how to create an automated welcome sequence in Mailchimp.

What is a Welcome Sequence?

A welcome sequence is a series of 5-7 emails that are automatically sent out over a period of a week or so, after someone has signed up for your list. As I’ve mentioned before, the rule of 7 says that someone needs to come in contact with your business that many times before trusting you enough to make a purchase or hire you. A welcome sequence allows you to hit those seven interactions really quickly.

Why Do I Need One?

The first reason to setup an automated welcome sequence is to efficiently deliver your lead magnet when people sign up. When I first started my list I was manually sending my freebie to new subscribers, which was not very efficient! Save yourself the hassle and setup an automated delivery as soon as possible.

The next reason is to familiarize people with your business and show them your expertise. You can do this by providing free information and resources that will help them with a problem they have. It’s only after you’ve done this that you should try to sell to them.

What Should Be In It?

Below is an outline you can follow to set up your own welcome sequence. Make sure that each email serves a purpose and provides different content than the others. Feel free to adjust this for your own business as needed.

  1. The Welcome Email - Deliver your lead magnet and briefly introduce yourself. People are only opening this for the freebie, so keep it short, sweet, and to the point. (Timing: Immediately upon subscribing.)
  2. Set Expectations Email – Now that people have received what they came for, take the time to introduce yourself and your business a little more thoroughly. Tell them what to expect from your list, including frequency of emails and topics you’ll cover. (Timing: 1 day after previous email)
  3. Check-in Email – This is an opportunity to encourage people to use the freebie you’ve given them. Give them some tips for using it most effectively and invite them to reply with any questions they have about it. Include the link to download it again, in case they haven’t done so yet. (Timing: 1-2 day after previous email)
  4. Best Resources Email – You know all of those blog posts you’ve spent hours writing? Well they’re going to come in handy! Share your most helpful blog posts and free resources that show off your expertise. (Timing: 1-2 days after previous email)
  5. The Social Media Email - Invite people to follow you on social media to help strengthen your connection with them. Only ask them to follow you on the platforms that you’re active on. (Timing: 2-3 days after previous email)
  6. The Sales Email – It’s finally time to sell! Don’t assume that people know exactly what services/products you offer. Be sure to explicitly state how you can help them solve a problem they have. Direct them to a sales page on your site where they can learn more, and let them know how they can hire you. (Timing: 2-3 days after previous email.)

How Do I Automate It?

Mailchimp makes it really easy to setup an automated welcome sequence. Watch the video below to learn how.

As always, feel free to post your questions in the comments below!

Small Business Interview / Llani Shoes

Starting your own business and needing some advice? Check out this interview with Alana Oates, owner of LLanie Shoes. Find out from an entrepreneur when to launch your brand, the best investment,  reaching out to influencers, and finding inspiration.  "Don't be afraid, don't delay, start now and worry about perfection later." Click through for more  from Alana and a free shipping code!

Today's interview is with Alana Oates, founder of Llani Shoes. She produces the most fun and stylish slippers, flats, and slides that provide the comfort of home from anywhere. Read on to learn about her experience running a small business. AND...if you make it to the bottom there's a little treat for you!

Why did you decide to start your own business?

I launched Llani in 2016, but the decision happened way before that. It was always a nagging idea in the back of my mind. I was working for a large corporate company in San Francisco, but my fiancee was on the east coast in the home we bought before I said yes to the opportunity that took me across the country.

My motivation to get home really propelled me to take the steps to start the brand. I knew I wanted to 'come home' and in doing so, I wanted to work independently.

What do you wish you had known when you were starting out?

I think for a few months when I was sampling shoes and figuring out how and when to launch, I took it all a bit too seriously. I obviously wanted to put my best work into the world and I thought that once I decided on an identity, a logo, a color story, it could never change and it would determine the brand ID forever.

I soon realized, it was better to launch and let the brand evolve it's self. Now, I let my customers choose what they want to see more of. I follow my sales patterns, for sizes I buy into, and I pay attention to the feedback I get on social media to determine my next steps.

Starting your own business and needing some advice? Check out this interview with Alana Oates, owner of LLanie Shoes. Find out from an entrepreneur when to launch your brand, the best investment,  reaching out to influencers, and finding inspiration.  "Don't be afraid, don't delay, start now and worry about perfection later." Click through for more  from Alana and a free shipping code!

For other product-based business owners, how would you recommend finding a manufacturer?

I was lucky that I had a strong background in sourcing from the larger companies I worked for, but I found a lot of my current vendors through Linked-In. Some approached me, some I sought out.

The best thing is to have an idea in mind of want you want. I knew I wanted to work in India. I have always been inspired by the culture, and I love their hand-crafted atheistic.

My collection features a lot of hand beaded work, and it's one of the only places in the world I can get the quality I wanted for the right price. Figure out what area will be best for what you need to produce, and work from there.

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What has been the most effective strategy for selling more products?

I do a lot of influencer outreach. For me, I like to reach out to girls who are also business owners, or creatives. Maybe they don't have the largest followings, but they have a curated feed and great fashion sense, while also having the integrity to showcase smaller brands and tell their story.

These girls are thrilled to get a pair of my shoes, and post a photo in return. Instagram has been a god send for me. I don't know how small businesses launched before social media!

Starting your own business and needing some advice? Check out this interview with Alana Oates, owner of LLanie Shoes. Find out from an entrepreneur when to launch your brand, the best investment,  reaching out to influencers, and finding inspiration.  "Don't be afraid, don't delay, start now and worry about perfection later." Click through for more  from Alana and a free shipping code!

What has been the best financial investment you've made in your business?

My largest investment has directly been into my product. I have really tried to keep all other costs lean. It's the most important piece of what I do, so investing in that first and foremost was the best move.

Just this year I took another big step and partnered with a PR firm in NYC. That was my second biggest investment, but waiting one year to take the step felt like the right timing. I hope it will be a game changer.

What is something you regret or wish you had done differently in your business?

I really can't say I regret anything to date. There are small learns I encounter everyday, like ordered too much of one size and not enough of another. But that can all be channeled into the next season to make that one a success. I'm forced to learn through trial and error.

What's your favorite business book, blog, or podcast?

I love to listen to Girlboss radio, in the mornings while I'm getting ready for my day. Sophia features amazing women who have started their own companies and listing to their journeys really inspires me.

Starting your own business and needing some advice? Check out this interview with Alana Oates, owner of LLanie Shoes. Find out from an entrepreneur when to launch your brand, the best investment,  reaching out to influencers, and finding inspiration.  "Don't be afraid, don't delay, start now and worry about perfection later." Click through for more  from Alana and a free shipping code!

How do you rest, recharge, and find inspiration?

I love to socialize and I gain a ton of energy from doing so. Trying to unplug on weekends is huge for me too. My husband and I often go to the shore on weekends with our dog, getting away from the office and taking a walk on the beach with my family is the best way for me to relax.

Anything else you would like readers to know about you, your business, or being a small business owner in general?

Don't be afraid, don't delay, start now and worry about perfection later.


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Don't forget to follow her on Instagram. Thanks so much for sharing, Alana!