How to Set Up an Automated Email Welcome Sequence (Step by Step)
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You’ve got a new subscriber. They signed up for your freebie, joined your newsletter, or maybe just created an account. Now what?
If you don’t send a welcome email within the first 24 hours, you’re leaving money on the table. Actually, you’re leaving engagement, trust, and future sales on the table too. A well-crafted automated email welcome sequence can boost open rates by 50% or more, and it’s one of the highest converting campaigns you’ll ever run.
But setting one up? That can feel like a maze of triggers, delays, and design decisions. I’ve been through it with half a dozen email marketing tools, and I’m going to walk you through the exact process—step by step—so you can have a working welcome sequence by the end of this tutorial.
We’ll focus on Mailchimp as our primary example because it’s the most widely used by small businesses, but I’ll also compare it to a few other serious contenders so you can decide what fits your workflow best.
What is an Automated Email Welcome Sequence?
An automated welcome sequence is a series of emails sent to new subscribers automatically, triggered by a specific action (like signing up). It typically starts immediately or within a few hours, then continues over days or weeks.
The goal isn’t just to say “hi.” It’s to:
- Deliver on the promise that got them to subscribe (e.g., the free download)
- Introduce your brand and voice
- Build a relationship through value
- Guide them toward a first purchase or key action
Without automation, you’d have to manually send each email to every new subscriber. That works for ten people. Not for a hundred or a thousand.
Step-by-Step: Setting Up Your Welcome Sequence in Mailchimp
I’ll use Mailchimp for the walkthrough because it’s accessible and has a free tier. The logic is almost identical in ConvertKit, ActiveCampaign, and Brevo—only the button labels differ.
Step 1: Define Your Goal and Audience
Before you touch any settings, decide what you want this sequence to accomplish. Common goals:
- Get them to open and click (engagement)
- Drive a first purchase (revenue)
- Onboard them to a free trial (SaaS)
- Nurture them for a long-term relationship
For this tutorial, we’ll assume you’re a small online store wanting to turn subscribers into customers.
Step 2: Create an Email Template (or Use a Default)
Mailchimp offers a library of templates. Start with one that matches your brand. Keep it simple: a logo, a headline, a few lines of text, and one clear call-to-action (CTA). Avoid clutter.
Pro tip: Write your email copy before you build the automation. That way you’re not fiddling with triggers while trying to be creative.
Step 3: Build the Automation (The “Customer Journey”)
In Mailchimp, automations are called “Customer Journeys.” Here’s how to set one up:
- Go to Automations → Customer Journeys → Create Journey.
- Choose Start from scratch.
- Set the trigger: When a subscriber is added to an audience (or a specific tag/list).
- Add a Delay step. Common delay: 5 minutes (so the welcome email doesn’t feel instant and spammy, though instant works too).
- Add an Email step. Select your welcome email template and customize the content.
- Add a Condition (optional): “If subscriber clicked link in previous email” – this lets you branch the sequence based on behavior.
- Add more emails with delays. A typical 3-email sequence:
- Email 1 (Day 0): Welcome, deliver the freebie link
- Email 2 (Day 2): Share a personal story or tip related to the freebie
- Email 3 (Day 5): Offer a discount code or invite to a demo
- Set an End point. The journey stops after the last email or when a subscriber converts (e.g., makes a purchase).
Step 4: Test and Launch
Mailchimp lets you send a test email to yourself. Do that. Check subject lines, links, and mobile rendering. Then activate the journey.
That’s it. The system will now automatically send your sequence to every new subscriber.
Detailed Feature Breakdown: What Makes a Great Welcome Sequence Tool
Not all email marketing platforms handle automations the same way. Here are the critical features you should look for when choosing a tool for your welcome sequence:
1. Trigger Options
Can you start based on list subscription, tag applied, form submission, or purchase? More precise triggers mean you can segment better.
2. Delay and Logic
You need delays in hours or days, plus conditional branching (if/then). Some tools let you skip emails if someone already bought.
3. Email Editor
Drag-and-drop vs. HTML customisation. Both work, but drag-and-drop is easier for beginners. Look for pre-built welcome templates.
4. Deliverability
Even the best sequence fails if emails land in spam. Major tools have solid deliverability, but smaller or cheaper ones can be spotty.
5. Analytics
Open rates, click rates, and conversion tracking. You need to see which emails perform best so you can iterate.
6. Pricing
Most tools charge based on subscriber count. The free tiers often cap at 500–2000 contacts. Watch for overage fees.
Comparison Table: Top Email Marketing Tools for Welcome Sequences
| Tool | Free Tier (subscribers) | Starting Paid Plan | Key Welcome Features | Best For |
|---|---|---|---|---|
| Mailchimp | 500 contacts, 1,000 sends/mo | $13/mo (1,500 contacts) | Customer Journeys, drag-drop editor, basic branching | Beginners and small stores |
| ConvertKit | 1,000 subscribers, unlimited sends | $29/mo (1,000 subs) | Visual automation builder, tagging, subscriber scoring | Creators and bloggers |
| ActiveCampaign | None (14-day free trial) | $15/mo (1,000 contacts) | Advanced conditional logic, split tests, CRM integration | Growing businesses with complex funnels |
| Brevo (formerly Sendinblue) | Unlimited contacts, 300 emails/day | $25/mo (20,000 emails/mo) | Workflow automation, transactional emails, SMS | Budget-conscious ecommerce |
Pricing as of September 2026. Check tool websites for current rates.
Check Mailchimp -> | Check [ConvertKit ->](https://convertkit.com) | Check ActiveCampaign -> | Check Brevo ->
Pros and Cons of Using Mailchimp for Welcome Sequences
Pros:
- Free tier is generous for small lists (up to 500 contacts)
- Visual journey builder is easy to set up without coding
- Large library of templates and integrations (Shopify, WordPress)
- Reliable deliverability for standard campaigns
Cons:
- Pricing jumps quickly when you cross 1,500 contacts (from free to $13/mo)
- Advanced automation features (like split testing) are locked behind higher plans
- The drag-and-drop editor can be clunky for custom designs
- Customer support is limited on free plans (only chat/email)
Pros and Cons for ConvertKit:
- Pros: Clean visual automations, excellent tagging, high deliverability for email-focused creators
- Cons: No free tier with unlimited sends; fewer templates; no A/B testing in lower plans
Pros and Cons for ActiveCampaign:
- Pros: Most powerful automation logic; built-in CRM; split testing and predictive sending
- Cons: Steeper learning curve; no permanent free tier; can become expensive with larger lists
Pros and Cons for Brevo:
- Pros: Unlimited contacts on free (but capped daily sends); affordable at scale; includes SMS
- Cons: Automation builder is less visual; email editor feels dated; deliverability sometimes lags behind Mailchimp
Final Verdict: Which Tool Should You Use?
If you’re a small business owner or freelancer just starting out, Mailchimp is the most practical choice for your first automated welcome sequence. The free tier covers up to 500 subscribers, the journey builder is straightforward, and you can get a sequence live in under an hour. It’s not the cheapest at scale, but it works.
If you’re a content creator or blogger who lives in email, ConvertKit offers better tagging and a more intuitive builder for nurturing subscribers over time.
If you have a growing ecommerce store or run complex lead funnels, ActiveCampaign is worth the investment—its conditional logic and CRM integration can dramatically improve conversion rates.
For those on a tight budget with high volume, Brevo (free unlimited contacts) is a solid fallback, but expect to spend more time tweaking the automation.
My personal recommendation: Start with Mailchimp. Build your 3-email welcome sequence. See how it performs. If you outgrow it, migrate to ConvertKit or ActiveCampaign later.
Frequently Asked Questions
Q: How many emails should a welcome sequence have?
A: Three to five is standard. Too few and you miss opportunities; too many and you risk unsubscribes. Start with three: welcome + value + offer.
Q: Can I send the welcome sequence to existing contacts?
A: Yes, but only if you tag them as “new” or use a date-based trigger. Some tools let you retroactively start a journey for contacts added before the automation existed.
Q: Should the first email be instant or delayed?
A: Instant is fine for a simple “thanks for subscribing.” A 5-minute delay can help avoid spam filters. For a freebie delivery, send it immediately.
Q: Do I need a separate landing page for the welcome sequence?
A: Not necessarily. Your opt-in form (embedded or popup) triggers the automation. But a dedicated landing page can improve conversion rates and let you track signups more precisely.
Q: How do I measure if my welcome sequence is working?
A: Look at open rates (should be 40-60% for welcome emails) and click-through rates (15-30% is good). Also track conversion rate to your desired action (purchase, demo signup, etc.). Compare to your regular campaign benchmarks.
Q: What if a subscriber unsubscribes during the sequence?
A: Most tools automatically stop sending to unsubscribed contacts. Your automation should respect that. No need to manually intervene.
Q: Can I reuse the same welcome sequence for different lead magnets?
A: You can, but you’ll lose personalization. Better to create separate sequences (or use tags) so you deliver the specific freebie mentioned in the signup.
Q: Is it worth paying for a tool just for welcome sequences?
A: If you have fewer than 500 subscribers, the free tiers of Mailchimp or Brevo are sufficient. Beyond that, the paid plans are worth it for automation features and deliverability.
This tutorial was originally published on Automate Compare. We only recommend tools we’ve tested ourselves. Some links are affiliate links, but our opinions remain our own.
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