Free takeaway: Welcome email sequence template

Worked example to compare with: Choosing for a new shop

• Needs: send a monthly newsletter, a welcome email and a simple signup form.
• Eliminate: Platform B has strong automation but no free plan.
• Choose: Platform A, which is easy to use and free at the start.
• Plan: review again when the list passes the free limit.
• Check: try the editor for twenty minutes before you decide.

Worked example to compare with: An email compliance review

• Check 1: the sender name and address are real. Check 2: the subject line matches the content.
• Check 3: the footer includes a postal address and an unsubscribe link that works.
• Check 4: unsubscribes are processed quickly and removed from every list.
• Result to look for: a footer you can reuse for every email.
• Note: other regions, including Canada and the European Union, can require consent before you send.

Worked example to compare with: Writing signup wording

• Headline: "Get our monthly plant care tips."
• Under the form: "One email a month. We never share your address. Unsubscribe in one click."
• Checkbox: do not pre-tick it in places where consent must be active.
• Result to look for: fewer spam complaints and higher open rates.

Worked example to compare with: Designing an incentive for a trainer

• Audience: busy people starting to exercise.
• Problem: they do not know what to do each day.
• Incentive: a free one-week workout and meal planner.
• Headline: "Your first week, planned for you."
• Result to look for: signups from people who match her real customers.

Worked example to compare with: A list growth plan

• Add: a signup form on the home page and a checkout box.
• Add: a sheet at the till and a note on receipts.
• Offer: a clear incentive on each.
• Track: new subscribers by source each week.
• Result to look for: a steady rise and a clear idea of which source works best.

Worked example to compare with: A format test

• Version A: a plain-text message from the owner. Version B: a designed email with images.
• Same audience, same offer, same day.
• Result in the example: A gets more replies, B gets more clicks.
• Decision: use plain text for relationship messages and designed emails for promotions.
• Check: test again with another offer.

Worked example to compare with: Building a template

• Header: logo on a white background.
• Body: one brand color for headings and links, and the brand font where supported.
• Button: the same shape and color as on the website.
• Footer: address, unsubscribe and social links.
• Result to look for: a template you can reuse for every email.

Worked example to compare with: Counting clicks

• Before: seven links and 1.2 percent of readers clicked.
• After: one main button and one supporting link, and 2.4 percent clicked.
• Math: the click rate doubled, so twice as many people reached the offer.
• Check: test the change on another campaign to confirm.

Worked example to compare with: Testing two subject lines

• Send A to 10 percent of the list and B to another 10 percent.
• A: "Our spring sale starts today". B: "Save 20% on pots until Sunday".
• Result in the example: B has a higher open rate.
• Send B to the rest of the list.
• Check: do not trick people. Subject lines that mislead break trust and rules.

Worked example to compare with: Fixing an email for phones

• Problem: a two-column layout with small links is hard to use on a phone.
• Fix: one column, 16-pixel body text, one large button, and images that scale.
• Test: send a preview to your phone and tap every link with one thumb.
• Result to look for: higher click rates on mobile.

Worked example to compare with: Cleaning a list

• Find: subscribers who have not opened any of the last ten emails.
• Send: one "Do you still want to hear from us?" email.
• Remove: anyone who does not respond.
• Result to look for: a smaller but more engaged list, lower complaint rate and better inbox placement.

Worked example to compare with: Diagnosing a campaign

• Report: 38% opened, 2.4% clicked, 0.6% bought.
• Question: opens are strong but clicks are weak.
• Cause: the button was far down the page.
• Fix: move the button to the top and repeat it at the bottom.
• Result to look for: a higher click rate next time.

Worked example to compare with: A bookstore's segments

• Segment by genre: mystery, history and children's books.
• Send each segment recommendations in its genre.
• Result in the example: click rates are higher than for the all-list newsletter.
• Check: collect the genre preference at signup so you do not have to guess.

Worked example to compare with: Planning a welcome sequence

• Email 1 (immediately): a warm welcome, the incentive and what subscribers will receive.
• Email 2 (day 2): a useful tip with a link to a popular page.
• Email 3 (day 7): a gentle offer and an invitation to reply.
• Measure: opens, clicks and first purchases.
• Result to look for: a first purchase rate higher than from the regular newsletter.