How to Write a Membership Site Welcome Sequence [Templates Included]
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Your onboarding sequence can be a red carpet that warmly welcomes new customers to your membership site, or it can be a “keep out” sign that puts new buyers off.
That means that if you’re going to launch a successful membership site that scales your coaching, consulting, or services business, you need to nail the welcome sequence. Easier said than done.
Even the most seasoned email copywriters get writer’s block. That’s why I’m not just going to give you the theory behind a good welcome sequence for your membership site, I’m going to give you a blueprint you can use for your membership site today.
What is a Welcome Sequence?
A welcome sequence is a series of automated emails sent to new members immediately after they sign up for your membership site.
In the early days after launching your membership site, you may want to reach out to new members one-by-one. But as you scale and start bringing in more customers, a welcome sequence will make new members feel “at home” without any extra effort on your part.
The purpose of a welcome sequence is to:
A well-crafted welcome sequence makes new members feel appreciated, engaged, and excited to dive into your membership content. Needless to say, getting the welcome sequence right is key to your membership site being a success out of the gate rather than a flop.
5 Keys to Writing a Good Membership Site Welcome Sequence
Before I dive into my sample membership site sequence, I want to share with you a few keys to writing a good welcome or onboarding flow.
To create an effective welcome sequence for your membership site, keep these key things in mind:
Now that you know how to make your sequence a success, let’s dive into what you need to include in it.
What to Include in a Membership Site Welcome Sequence
What you include in your membership site sequence will vary depending on your customer, content, and price point.
As a rule, the following are good things to include in your emails as you lay down a welcome mat for new customers:
Include some or all of these elements in your welcome sequence and you can do no wrong. Keep on reading for a sample welcome sequence you can swipe and tailor!
How Long Should a Welcome Sequence Be?
There are few “hard-and-fast rules” here, but as a rule of thumb, once new members sign up, I recommend a minimum of 4-6 emails delivered over 1-2 weeks.
This ensures that you are top of mind, present for new customers, and can hopefully anticipate and limit questions (which means less customer support time too.) That’s not a strict rule though. You can extend your welcome sequence to be as long as 30 days if you have enough valuable content to share.
You want to strike a balance of staying top-of-mind and building engagement, without overwhelming new members with too many emails at once.
Many membership sites also offer a special "30-day new member experience" that includes additional bonus content, challenges, or live onboarding calls during the first month. So consider how your welcome sequence fits into that larger new member onboarding strategy.
Membership Site Welcome Sequence Templates
Request your free copy of the Membership Site Welcome Sequence Templates to help you.
A Sample Membership Site Welcome Sequence You Can Steal
You have the tips, you have the tricks. Now, let’s move on to a sample membership site welcome sequence that you can use for your own.
Here's a sample 5-email welcome sequence for a membership site that you can use as inspiration or adapt for your own program:
Email 1: Welcome your new customer
Your first email will set the tone for the entire membership experience.
Make sure it’s warm and welcoming, while also being practical by providing immediate next steps. This combination helps new members feel valued and gives them clear direction, reducing the chance they'll feel lost or overwhelmed.
Subject: Welcome to [Membership Name] - Your Journey Starts Here!
Hi [Member Name],
Welcome to [Membership Name]! I’m thrilled to have you join our community of passionate [professionals/enthusiasts].
Here’s what you need to do to get started (Note: your steps may vary):
- Log in at [website] using your email and temporary password: [password]
- Complete your profile
- Check out our Quick Start Guide [link]
In the next few days, I’ll send you more information to help you make the most of your membership.
If you need any help, don't hesitate to reach out to our support team at [email].
Excited to have you on board!
[Your Name]
Founder, [Membership Name]
Email 2: Highlight key benefits
Now that your new members feel welcomed, it’s time to reinforce the value they get out of your site.
You can do this in your second email by clearly outlining the key benefits of their subscription and showcasing specific features and resources they get access to. This will remind members why they joined and encourage them to engage with the platform right away.
Subject: Unlock the Full Potential of Your [Membership Name] Account
Hi [Member Name],
Now that you've settled in, let's explore the amazing benefits your [Membership Name] subscription offers (NOTE: Your key benefits may vary):
- Resource Library: Access our extensive collection of [relevant resources] at [link].
- Expert Webinars: Join live sessions with industry leaders every month.
- Exclusive Discounts: Enjoy special pricing on [relevant products/services].
Don't miss our featured resource this month: [Resource Name] - It's helped members [achieve specific results].
Dive in and start exploring! Got a question? Reply to this email and I’ll be happy to assist.
Best,
[Your Name]
Email 3: Introduce the community
Your (hopefully thriving) community is a key selling point for your membership site.
In your third email, show it off by encouraging early engagement with other members. This can help new members connect with your other customers and get immediate value. It can also significantly increase retention rates.
Subject: Meet Your [Membership Name] Community
Hello [Member Name],
Our community might be my favorite part of [Membership Name]. Here’s how to connect with others and take advantage of it:
- Join our private Facebook group: [link] (NOTE: If you do not use Facebook, change this with the platform you do use)
- Participate in our forums: [link]
- Attend our monthly virtual meetups
Start by introducing yourself in the "New Members" thread. Share your background, your website, and what you hope to achieve.
Remember, our community thrives on collaboration. Don't be shy - we're all here to learn and grow together!
Best,
[Your Name]
Email 4. Share a success story
Social proof is powerful.
Your marketing message can only be so good. Adding testimonials or stories from real customers is one of the best ways to kick things up a notch and make a strong impression on new members.
This email shows the tangible results that can be achieved through the membership, making it more likely that new members will engage deeply with the content.
Subject: See What's Possible with [Membership Name]
Dear [Member Name],
Wondering how [Membership Name] can transform your life/business?
Just ask Sarah:
(Share a testimonial/quote from a member with their permission)
Sarah joined the same community you’re in to [achieve desired outcome]. If she can do it, so can you.
My question now is, how can we help? Reply to this email to let me know. And make sure to say ‘hello’ to Sarah next time you see her!
Best,
[Your Name]
Email 5. Share a personal message
This final email adds a bit of “spark” to your sequence by reminding your new members there is a real person behind the website: you.
Sending a personal email as the founder makes new members feel valued and supported. The request for feedback also shows that the organization is committed to improvement and values member input.
Subject: A Personal Message from [Your Name]
Hi [Member Name],
We’ve already gotten acquainted once you joined [Membership Name] but I wanted to reach out personally to see how you're settling in.
[Share a personal story, why did you start your site? Who do you aim to help?]
If you have any questions, suggestions, or just want to chat, please don't hesitate to:
- Email our support team at [email]
- Use the live chat on our website
- Book a 15-minute call with me: [calendar link]
We're constantly improving, so your feedback is invaluable. What's one thing we could do better?
Looking forward to hearing from you!
Warmly,
[Your Name]
Founder, [Membership Name]
This five-email sequence:
Who knew that five emails could do such heavy lifting?
But remember that this is just a framework to follow. Feel free to tweak it to match your personality, brand, and target customer. You are also free to send more emails or include different info. Make this sequence your own and adjust it as needed over time.
Download My Membership Site Welcome Sequence
A membership site just may be one of the best (and most profitable) ways to scale your coaching business. But only if you welcome new members and retain them once they sign up.
Want to download our free membership site welcome sequence to help you make a great first impression on your new members?
To help you retain your new customers and keep them engaged, I’ll also give you a 30% off coupon from my shop where you can purchase PLR courses, lead magnets, challenges, and more to rebrand and sell as your own.
Enjoy!
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