Justine Haveland

Not ready to write an entire welcome series all at once? No problem.

Today, we’re going to cover exactly what you need to say, and when to say it, in that very first email you send to your new subscribers. If you send this email and include all these points, you will be saying the 5 things you need to say, and know exactly when to say them.

Maybe you can relate to this? You’ve created an amazing YouTube video or blog post, and you’ve included a content upgrade (“freebie”) to go along with it.  People are finding your content, opting in (yay!), and your autoresponder is automatically delivering the freebie to them – it’s a beautiful thing. 

But you can’t help but wonder… “now what”?

You’ve probably heard that you need to send out a “Welcome Sequence”, but at the moment you’re not quite ready to write a 5-7 email series. And that’s ok! Let’s get your welcome email spruced up (or maybe just created!) so that you can feel confident that your new subscribers are getting the warm welcome they need and deserve.

So, today I want to share 5 things with you that need to be included in the first official email you send to your new subscribers.

In a rush? Watch the video below.

Alright, before we dive into the 5 things you need to include, I want to add one thing. You can actually include some of these things within the email that actually delivers the freebie. That way, you’re not stuffing it all into just one email.

First, we can cover the points, and then I’ll share how you can arrange the points within the emails.


#1 Share Your Journey

Share your journey, and why you do what you do. The more people can get to know you, the more they will be able to feel like they know and like you. You can share your story in a longer form email or simply within a bullet point form. Either way, you want the reader to finish the email feeling like they know you and know exactly why you’re showing up in their inbox trying to help them with their problem.

#2 Problem & Pain

There’s a popular copywriting formula “PAS” – Problem, Agitate, Solution, whereby, the writer 

Presents the problem the reading is facing, 

Agitates their problem by, for example, bringing up how they’ve tried to solve it before, and finally

Present the thing they sell as the solution. 

Now, we don’t want to two their pain in their face in the very first email, but what I like to do is reflect where they are in their journey so that they feel heard, and can feel assured that they are in the right place. That might go something like this:

Since you’ve downloaded this guide, that tells me that

  • You’re ready to stop trading time for money and create a passive income stream in your business.
  • You’re sick of Googling “how to build a sales funnel” and downloaded all the funnel checklists.
  • You’re done wasting time and ready to get serious about up-levelling your business systems.


“If you downloaded this, it tells me you’re struggling with [Problem X], and that you’re ready to get [Outcome X]” 

#3 Ask Them to Connect on Other Platforms

Although getting your audience off social media and onto your email list is the ultimate goal, we also want to invite them to connect with you on all other platforms that you’re active on. 

Don’t bother inviting them to follow you on Twitter if you only post here and there – only invite them to join you on the platforms where you are active and consistently providing value or authentic connection.

# 4 Ask Them to Reply

Asking your new subscriber to reply is a great way to build a much deeper relationship. Not only will you find out more intimately about what they are struggling with, but you’ll be able to build trust much faster but having the opportunity to respond directly to your prospects.

The key here is to make sure that the question is relevant to the products you sell, otherwise, it’s not necessarily a good use of your time.

#5 Tell Them What They Can Expect From You

Simple yet powerful. Telling your new subscribers what they can expect from you is the first step to establishing a trustworthy relationship. One where they can rely on you to show up when you say you’re going to show up.

The key is to underpromise and over-deliver. Don’t commit to anything you can uphold.

Now that you know the 5 things to include in those first 1-2 emails, here are some ideas of how you can organize it:

Email 1: Lead Magnet Delivery

  • Deliver Freebie
  • If you’ve downloaded X, that tells me…
  • PS: As part of my email list, you get access to special, VIP only content, and you’ll be the first to get updates and exclusive offers (yay!), but I’d also love to connect with you on X and X where I share behind the scenes and X!

Email 2: Welcome Email

  • Share Your Journey
  • What They Can Expect From You
  • Ask Them a Question and As Them to Reply

If you like to see an example before getting started, I hope these outlines above helped!

If you need some extra support getting started with your email list, I’ve created a guide – grab it here

Justine Haveland About Portrait Image (1)

Hey, I'm Justine!

I started my online business journey in 2017 as an Infusionsoft Certified Partner, helping small businesses automate their sales and marketing.


After helping 100+ small businesses, I noticed that almost all of them had the same problem. They bought courses that promised to help them build an automated sales funnel, but all they got was strategy and confusing templates, and no implementation help at all.


So, I decided to package up what I was doing for my clients, in a step-by-step system, called Funnel That Sells, and sell it at a crazy, no-brainer price of just $27. FTS went on to help over 2000+ small biz owners DIY their very own automated funnel, in less than 9 months.


(OH and add 2000+ customers - not freebie seekers - to our email list)


Funnel That Sells turned my hourly service biz into a multiple six-figure, scalable business in less than a year. Now I help other service providers turn what they know into scalable offers - through my programs and coaching.