Your welcome email sequence isn't just a ‘Hi, thanks for subscribing’. It's your first major impression with a new subscriber or potential client. It sets the tone, builds trust, and sets the stage for deeper engagement. But every week I see business coaches unknowingly fall into common traps that can not only impact their first impression but also impact future email engagement.
If your subscribers get a ho-hum welcome then why should they keep opening? They’ll take their lead magnet and opt-out. Or worse they’ll just ignore your emails showing email providers they may not be worth sending to the inbox.
I’ve written this to show you opportunities you may be missing to connect, educate, and convert. Then I’ll show you how you can turn them into powerful growth opportunities for your coaching practice.
If you'd like to get my welcome sequence mistakes checklist you can audit yours. We kiwi's love to DIY don't we.
Mistake 1: Not making your lead magnet subject line obvious
One of the quickest ways to lose a new subscriber's attention is failing to deliver on your promise. If your first email delivering your lead magnet isn’t screaming (here it is) then it will get lost. They’ll forget they signed up and wonder who you are. Or they’ll open the next email and think… where was the freebie?
This is one reason not to get too creative with your freebie delivery email subject line. Here are a few obvious subject lines that they will recognise immediately.
Instantly recognizable (but not very original) freebie subject lines:
Lead magnet subject lines
These subject lines are more original but still obvious enough that your new subscriber isn't likely to miss them. If they search for free or guide or whatever they'll find it even if it get's buried under all their online shopping confirmations like their latest Sephora stock up and that flowing top with the cute print.
I like a good framework but let's get a little more specific with these examples:
Mistake 2: Being overly salesy too soon
What coach or director doesn’t want leads and sales. But if you go into creating your welcome sequence with the expectation of making a hard sell you’re going to be disappointed. Your welcome sequence shouldn't be a thinly veiled daily pitch-fest. When did you last say ‘I’m so happy that I ended up being pitched a 10K offer after requesting a freebie? Or worse, your phone rings asking if you’re opposed to discussing why you’re not living the life of your dreams.
Your welcome sequence ultimately aims to nurture leads into clients. But coming on too strong can be a major turn-off. New subscribers are still getting to know you and your coaching approach. Bombarding them with offers before establishing trust and demonstrating value often backfires, pushing them away before they've even had a chance to understand why you’re a cool human being and able to help them in a way no one else can.
What I'd do instead? Focus the early emails on building trust, connection and credibility.
Once you’ve laid a strong foundation then you show how taking the next step with you is the obvious choice. Gently weave in what your coaching offers can achieve, but prioritise education and connection over direct selling. The exact approach will depend on your brand and the welcome sequence strategy.
Here’s an example for a women's health coach who helps midlife women who suspect they’re going through perimenopause realise they don’t have to put up with overwhelming and confusing symptoms.
After the introductory emails, introduce soft calls to action. For example, inviting her to explore a blog about the signs of perimenopause. In the next email follow up with a client success story about how Sarah thought she would never have a good night sleep again but now she gets a refreshing sleep every night. Finally present a self-assessment or direct coaching offer that involves your signature framework.
Mistake 3: Generic email messaging
Your unique voice and brand personality are what differentiate you as a coach or service provider. A common mistake is for welcome emails to sound generic, templated, or inconsistent with your other marketing channels (like your social media or website).
This is getting worse with AI. I'm not judging anyone that uses AI. It's a useful too and can save time. But if you don't edit it and put your personality and unique advice into your email messaging it's going to be like everyone elses. That's a shortcut to blending in. Which you don't want right?
This makes it so much harder for new subscribers to connect with you on a deeper level and remember that you're that coach that loves to ski at Mt Ruapehu and has 3 boys and a dog. The coach that gets that you've got a lot on your plate but you want to reconnect with who you are before everything became about putting family first. If you're outsourcing to a machine then how is that going to come through. Even with an amazeballs prompting approach.
Here’s an example of an email introduction written by AI. Can you tell?
It's not bad but it's not going to replace an email copywriter. It's certainly not going to replace me as I create the emails in your platform, create strategies and so much more.
Someday it might. But sometime in the future a buff man robot may come to save us from the AI apocalypse as well. (Yes that's a Terminator reference). Or we might be wiped out by the common cold. The possibilities are endless.
There are many more welcome sequence mistakes
I could go on for ever with all the different ways we can stuff up an email sequence. But you've got life to be living. Here's a few more as a list. Or you can get my welcome sequence checklist straight to your inbox.
If you want to find out what's going awry with your email welcome series then book a chat to get started with your comprehensive email audit. Because it's better to get an email expert to go through and share what's holding you back from getting out from behind the screen and achieving your dream holiday paid for by your email efforts.
New Zealand welcome sequences (or lack of)
The biggest email welcome sequence mistake in New Zealand is not having one. Too few New Zealand service businesses have a welcome sequence. They can be seen as a nice to have. But they're not. They're the standard.
Your customers want to hear from you. Not in a 'bomb my inbox day in day out' kinda way. But they're used to buying from overseas brands. They expect you to pop in and say hi and introduce yourself.
Your sequence doesn't need to be like the ones overseas. It can have that kiwi flavour. If you're an Accountant or Real Estate agent then you'll be working locally. Mention local experiences. Show that you know the area. Show that you know local laws and tax obligations.
