Last updated on March 12th, 2019
Is there something like the best autoresponder sequence?
Well, if the headline of this post is to be believed, then yes 😉
In case you’re wondering… what in Nutella’s name is an autoresponder?
It is an automatic email sent out to folks who’re on your list when they perform a particular action, such as clicking on a link or qualify in a certain way, such as not opening any of your emails 😉
Now the art and science of autoresponders can be as mind-boggling as time travel, but the fact remain that autoresponders can work wonders to increase your sales, traffic and engagement with your email list.
>Don’t believe me, though. Talk to the numbers!
Unignorable, Unbeatable Email Automation Statistics
Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. – Epsilon Email Institute
Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey
72% people prefer to receive promotional content through email, compared to 17% who prefer social media. – MarketingSherpa
7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week. (2012 Blue Kangaroo Study)
Email marketing has an ROI of 3800%. – DMA
So there you go. The writing’s on the wall. Email engagement can be the key to unlocking those sales and traffic, in one easy-peasy swoop.
And how can you engage via email with ease and without having to be glued to your laptop and email marketing service?
Enter… the autoresponders.
Yeah, I hear ya. Prerna, fine I know autoresponders work… but which one would work for me?
THIS one.
If there is ONLY one autoresponder sequence that you set up, let it be this one. Please. 😉
The Very Effective, All Awesome, Very Best Autoresponder Sequence for Small Businesses
Dum-dum-dum-dum… The best autoresponder sequence is the Welcome Sequence.
That IS right.
When someone signs up to your site OR makes their very first purchase, what happens next?
You send them their opt-in freebie or their order and then… what?
Do you then, email them every time you need to sell something to them or share what you’ve published, if you’re a personal brand?
Let’s back track and digress a little bit.
Say, you spot a new café in your neighborhood. The sign freshly painted, cheery and inviting.
You saunter over, open the door, and enter.
The aromas from the freshly baked brownies and croissants hits you straight up, pulling you in helplessly.
The lady behind the counter has a genuine smile {not the fake, I’m-just-doing-my-job-here one} and greets you cheerily but not too cheerily {don’t want to spook you out!}
You choose your coffee, pick a warm-from-the-oven, flaky croissant and sit down at your table.
You enjoy the sing-along, tap-your-foot, shake-your-head music and savor the rich, robustness of your java and the melt-in-the-mouth magic of the croissant.
You feel happy, safe, and have an “all-is-right-with-the-world” feeling in your heart.
THIS is how folks who stumble across your site and snag your freebie or place an order with you feel.
They’re loving what they see and they’re savoring it so much so that they’re parting with $$$ or their precious email addresses.
Once they do that, how do you wanna treat them?
I talk about this in 31 Days to Get More Customers, Increase Traffic and Boost Sales as well, but it bears repeating…
You welcome them back. You turn them into customers for life.
Just like the lady at the counter in the café would say “Hope to see you soon again!”
Your welcome sequence for new customers or subscribers is key to your sales, traffic and engagement.
Here’s what the folks at Emma found when they tested different types of email for open rates.
The Ultimate Welcome Sequence and How Most Businesses Get It ALL Wrong
So, the welcome sequence is the best autoresponder to create an instant connection with your audience.
Then why do so many businesses, get it all wrong?
Why do their welcome emails look like brusque messages that hardly invite, let alone delight?
Simply because we treat a sale or a sign up as the end of a transaction. When really, it is just the beginning.
What should your welcome autoresponder sequence be like?
Here are the 6 key elements a product-based business needs to include in it’s welcome autoresponder sequence.
And yes, you can easily spread each element across a 6-email sequence or what we call the COFFEE sequence
Sidenote: You maybe thinking…soo, one Email or 6?
Here’s the thing… you can spread this across 6 emails but you can also, bundle all of this into one stellar welcome email. The choice is yours. My personal recommendation to you {as is to my clients} is to go with 6.
One email, one focus.
Now, sit back and let’s enjoy some COFFEE!
1. Celebrate the purchase
You start off by celebrating their decision to shop with you! You congratulate them, welcome them to a community of shoppers who trust you and love you, make them feel super special about their choice.
In one word, you remove any buyer’s remorse and instead, create a fuzzy, feel-good feeling about shopping with you.
In this email, you can also explain how they can access their account, track their purchase and make any changes to their order, etc.
Give them everything they need to feel even more confident about their purchase with you.
2. Open up about your story
In your next email, you need to create a personal connection with your customers. You’d be surprised at how many customers want to know about a business’s story.
Their why, their values, their vision… their story.
So, talk about that.
Share why you started the business.
Open up and be honest, real, raw. Were you struggling with debt and needed to find a way to make ends meet? Were you frustrated with the choices you had and decided to just make your own product? Did you go through a life crisis and the business came about because of that?
Open up.
Also, touch on what your values are and where do you see the business headed? How are you being a part of the larger community? What initiatives or charities do you support? Share, as you would with a friend.
3. Friends, let’s be friendly
Speaking of friends, you also need to invite them to join you on social media and check out your blog.
But make it interesting…
Tell them why they need to join you there. It isn’t enough to say “hey, join us on Facebook/Instagram/Pinterest”
People are busy, people 😉
Explain what’s in it for them? What will they get? Exclusive insider specials, actionable tips, support from an engaged community, a few laughs.
Dish the benefits out.
4. Feed me with feedback
Now is also the time to ask them for feedback. They would have received their product and you want them to share what they think.
This email can invite them to share their review by sending them them the link to the product page.
Alternatively, you can invite them to share their review on your social networks, tag you in a photo with the product or simply hit “reply” and share it one-on-one with you.
5. Encouragement to spread the love
So, they’ve shared their review, you’ve shared your story, they feel part of your community… do you drop them like a hot egg? Uh-huh.
Don’t leave them hanging!
Invite them to spread the love, like I spread Nutella {sorry, couldn’t resist!} by referring a friend.
That’s right. You can invite them to refer your business to a friend and in turn, you’ll send them a special promo code.
Spread the love, thick and sweet!
6. Engagement keeps the conversation flowing
Finally, and most importantly, your welcome sequence needs to wrap up just how it started… with engagement and excitement.
Get them hotfooting over to your blog. That’s right. Link up to some of your stellar posts {and I sure hope you have some!} and let them dig into your best content… for free.
Don’t have a blog?
I’ve said it once, I’ll say it again… Blogs aren’t just for bloggers. Start yours STAT. Download this Blog Better BakeBox {it’s free, m’friend!} and you’ll be on your way!
There you go. The best, easiest and infinitely more interesting welcome email sequence. Is it the best autoresponder sequence? You tell me 😉
Let’s talk… Share in the comments below if you have a welcome autoresponder sequence in place. If you don’t, you know what to do, right? Questions, ask away.
Get your FREE Copywriting Checklists!

Pop in those details so you can get your writing-weary digits on easy-to-follow and effective-to-use copywriting checklists for sales pages, launches, blog posts and more!
Prerna, I love this and it couldn’t have come at a better time. I’ve been tweaking my autoresponder and this definitely helps. I think your points work great for a general welcome email campaign too and not just for a product or service purchase. Off to buffer this! 🙂 Thanks for sharing! 🙂
Thanks Meera!! Glad this came at the right time.. Also, great job on the new site 🙂 Congratulations!
You make this common (not so common) sense approach accessible. Thank you Prerna. To be honest, I’m a little weary in my journey, but I am plugging away with my learning. I’m focussing on one bit at a time. I appreciate people like you for making that journey enjoyable.
Thanks SO much Jenette!! Yes the journey does seem overwhelming but remember, one step after the other. Keep moving forward, m’ friend!! Cheering you on!
Appreciate the recommendation. Willl try it out.
Thanks Elizabeth!!
Brilliant, thank you! 🙂 I love the coffee & croissant example, makes it very easy to visualise.
I’ve recently started a short autoresponder series but got stuck after the third message, leaving the recipients dangling, simply because I didn’t know how to go on.
As I’m new to autoresponders and probably haven’t understood them yet, do you have any suggestions on how to integrate them with my regular newsletter? Just send to the whole list?
Thanks so much Maria!! Your autoresponders should ideally be for new subscribers – a welcome sequence like the one above and then, you can have action-specific autoresponders for those who buy from you, download a particular freebie and so on..
Since you have that sequence set up, just continue it for another 2-3 emails, and then, go on from there to your regular newsletter 🙂
Hi Prerna!
What would you recommend for the spacing of welcome sequence emails? A day apart…a week?
Hi Elsie! I’d usually go with a day apart… All my sequences run on this schedule:) ..BUT you may want to test this out with your audience..Another recommended spacing schedule is 3 days apart for the first 2-3 emails and then 5 days apart 🙂 BUT I haven’t tested that out so can’t say if it works 🙂
Thank you so much!