That moment a new person subscribes to your email list is pure potential. They’ve raised their hand, shown interest, and given you permission to connect with them directly. This is the most critical window of opportunity you have to make a great first impression and turn a casual subscriber into a loyal fan.
But many businesses miss this golden opportunity entirely. They either send a single, generic welcome email or, worse, nothing at all, leaving their new lead to go cold. Why? Because they think setting up a proper, multi-step welcome series is too complex or technical.
This guide is here to prove that assumption wrong.
We’re going to provide you with a simple, step-by-step process to create a powerful, automated welcome series in Brevo today. You don’t need to be a tech wizard or a marketing guru. By the end of this tutorial, you’ll have an automated, lead-nurturing machine working for your business 24/7.
The 3-Email Welcome Series Blueprint: Your Game Plan
Before we touch a single button in Brevo, let’s create a strategy. A great welcome series isn’t just a random collection of emails; it’s a purposeful journey. Here is a simple, proven blueprint for a 3-email sequence.
- Email 1: The Welcome & Delivery
- Goal: Deliver immediate value and set expectations.
- Content: Send this email immediately after sign-up. Welcome them warmly, deliver the lead magnet or resource they signed up for (if applicable), and briefly tell them what kind of content they can expect from you in the future.
- Email 2: The Connection
- Goal: Build a human connection and establish your authority.
- Content: Send this 1-2 days after the first email. Tell your brand’s story. Why did you start this website? What’s your mission? Share a personal insight or a link to your most popular “about” content. This email is about building trust.
- Email 3: The Call-to-Action
- Goal: Guide the new subscriber to the next valuable step.
- Content: Send this 2-3 days after the second email. Now that you’ve delivered value and built a connection, you can guide them. Share links to your most popular articles, invite them to follow you on social media, or ask them a question to encourage a reply.
Step-by-Step: Building Your Welcome Series in Brevo
With our blueprint in hand, let’s build this in Brevo.
Step 1: Select the “Welcome Message” Workflow Template
First, log in to your Brevo account. From the main dashboard, navigate to the “Automation” section in the top menu. This is where all your automated workflows will live. Click the green “Create a workflow” button in the top right. Brevo offers several pre-built templates. For our purpose, click on the “Welcome Message” template.
Step 2: Define Your Trigger (The Entry Point)
The first thing your workflow needs is a starting point. The “Welcome Message” template automatically pre-selects the most common trigger: “A contact is added to a list.” Your only job here is to tell Brevo which list. In the box, select the email list your new subscribers join when they sign up (e.g., “Newsletter Subscribers”). Now, anytime someone is added to that specific list, this automation will begin for them.
Step 3: Configure Email #1 (The First Touch)
The template will already have a basic structure. It starts with a short delay (e.g., “Wait 2 minutes”). This is a great practice, as it makes the welcome email feel more natural than an instant, robotic response.
Below the delay, you’ll see the action “Send an email.” Click on it. A sidebar will appear, allowing you to choose the email template you want to send. You can create a new one from scratch using the powerful drag-and-drop editor, just like a regular campaign. Design your first “Welcome & Delivery” email here.
Step 4: Build Your Sequence with Delays and More Emails
A single email is good, but a series is better. To add your second email, click the little “+” icon directly below your first email action. This opens a menu of options.
- First, select “Add a delay.” Choose a “Wait for” period. For our blueprint, let’s set it to “1 Day.”
- Now, click the “+” icon again, this time below the delay you just added.
- Select the “Send an email” action and choose (or create) your second “Connection” email.
Repeat this process to add your third email. Click “+”, add a “Wait for” delay of “2 Days,” then click “+” again and add your final “Call-to-Action” email. You’ve now built a complete, multi-day nurturing sequence.
Step 5: Test and Activate Your Workflow
Before you activate your workflow, you must test it. In the top right corner of the workflow editor, you’ll find a “Test your workflow” feature. Enter your own email address and click “Done.” Brevo will run your address through the workflow, sending you the emails just as a new subscriber would receive them. Check for typos, broken links, and ensure the delays feel right.
Once you’re confident everything is perfect, click the “Activate the workflow” button. That’s it! Your automation is now live and will work for you 24/7, welcoming every new subscriber perfectly.
Pro-Tips for a High-Engagement Welcome Series
- Personalize Your Subject Lines: Don’t just say “Welcome.” Use a subject line like, “Welcome, {{ contact.FIRSTNAME }}! Here’s your guide.” That personal touch dramatically increases open rates.
- Set the Right Time Delays: The delays we used (1 day, 2 days) are a great starting point. As you learn more about your audience, you can adjust these. The key is to stay top-of-mind without overwhelming them.
- Have a Single, Clear Call-to-Action (CTA) in Each Email: Don’t confuse your new subscriber with five different links. Each email should have one primary goal. Whether it’s “Read the Guide,” “Learn Our Story,” or “Follow Us on X,” make the next step obvious.
Here is the guide to How to Build an Email List from Scratch in 2025.
Common Mistakes to Avoid (A Quick Checklist)
Use this checklist to avoid the most common beginner pitfalls.
- ✅ Did you test the workflow with your own email address? This is the most important step. Never skip it.
- ✅ Is your sending domain authenticated? To avoid the spam folder, make sure your domain is properly set up in your Brevo settings. This tells email providers you’re a legitimate sender.
- ✅ Does each email provide value before it asks for something? Your welcome series is for building a relationship. Give, give, then ask.
Conclusion: Your Marketing is Now on Autopilot
Congratulations! By following this guide, you have successfully built a powerful automated system to nurture every new lead that joins your list. You’ve moved beyond simple, one-off campaigns and have taken a huge step towards scaling your marketing efforts efficiently. This welcome series is just the beginning of what you can achieve with automation.
Common Questions:
1. Is a single welcome email enough? While a single welcome email is better than nothing, a series of 3-5 emails is far more effective. A series allows you to build a relationship over several days, establish your expertise, and gently guide your new subscriber, which leads to much higher long-term engagement.
2. What is a good open rate for a welcome email series? Welcome emails typically have the highest open rates of any marketing email, often ranging from 50% to over 80%. This is because subscribers are highly engaged at the moment they sign up. This is your best opportunity to make a strong first impression.
3. How long should the delay be between emails in a welcome series? A good starting point is to send the first email immediately, the second email 1-2 days later, and any subsequent emails every 2-3 days. This gives your subscriber time to read and digest your content without feeling overwhelmed.
4. Can I personalize my automated welcome series in Brevo? Yes, absolutely. Brevo makes it easy to add personalization tags, such as {{ contact.FIRSTNAME }}, to the subject lines and body of your automated emails. This simple step can significantly increase your open and click-through rates.
5. What is the most important goal of a welcome series? The most important goal is to build trust and confirm to the subscriber that they made the right decision by joining your list. While goals like driving a sale or a social follow are good, the primary focus should always be on providing value and establishing a strong, positive relationship from the very beginning.
Hey, I’m Mubashir Hassan! As an SEO expert and content writer, I’ve spent years in the trenches of digital marketing, helping businesses get seen and heard online. I’ve learned that success isn’t just about using the right tools; it’s about having the right strategy. My goal is to share the practical, data-driven insights you need to create content that not only ranks but also converts. With deep experience in platforms like Brevo, MailerLite, and Hubspot. I’m excited to help you build a marketing engine that delivers real results.
