What to Say in Your First 5 Emails (So People Stay, Click & Buy)

Why do some welcome sequences make $10K, and others make people unsubscribe instantly?

No, seriously.
You hit “publish” on your freebie. People sign up.
And then… silence.

They ghost you like a bad Hinge date.

Meanwhile, that one online business owner you follow just posted that their welcome sequence brought in $12K in two weeks, without a single launch.

And you’re sitting there wondering if your subscribers are even real humans.

If you’ve been staring at your email dashboard like “???,” this post is for you.

I’ve been there.

When I started building my email list, I poured all my energy into the freebie. (I mean… it was cute.)
But my welcome emails, Oh honey. They were awkward. They sounded like I copied and pasted from a corporate newsletter. And I had no clue what to actually say to warm people up.

Fast-forward to now…

My welcome sequence is one of my top sales tools. It builds trust, shows off my brand personality, and yep makes actual sales from the jump.

And it didn’t happen by chance. I figured out what to say (and when) so my new subscribers stuck around and bought the thing.

Let’s break it down.

First Things First: What Is a Welcome Sequence?

In plain English…..
It’s the mini email series your new subscriber gets right after they grab your freebie.

But if you’re just sending the download and a “hey, welcome,” you’re leaving a whole lot of money and connection on the table.

A good welcome sequence:

  • Introduces who you are
  • Builds trust before pitching anything
  • Sets the tone for what they can expect from your list
  • AND naturally leads into your offers without sounding gross

When done well? It builds connections and converts.
When done poorly? It feels like a weird sales pitch five minutes after saying hi.

We want the first one. Here’s how.

Let’s talk about exactly what to send in those first 5 emails.

The First 5 Emails You Should Send (And What to Say in Each)

Let’s break it down. No fluff. No awkward “hope you’re well” energy. Just honest, human-centered messaging that works.

Email 1: Deliver the Freebie + Be a Real Human

This is not just about saying “Here’s your download.” So please don’t just drop a Google Drive link and bounce.

It’s about first impressions.

Things to include:

  • A warm, casual intro (like, “Hey, I’m [Your Name] so glad you’re here.”)
  • What to expect from your emails going forward
  • A little behind-the-scenes context on why you made the freebie
  • A soft nudge to actually use the thing they signed up for

💡 Tip: End with a relatable question like “Is this something you’ve been struggling with too?” it makes replying feel easy.

Keep it casual, warm, and YOU.
People signed up for a resource, but they’re sticking around for your voice.

👉 Want this done for you? The Email Welcome Sequence Toolkit has this exact email written (with plug-and-play copy). Just tweak and go.

Email 2: Storytime + Empathy

People connect to stories, not stats.
This is where you tell them why you care about what you teach.

Think:

  • A personal experience that shows them “I get it”
  • A struggle they’ll likely relate to
  • The shift that helped you or your client
  • A bit of tough love or encouragement

You’re planting the seed: “I understand your world. I’ve been there. And I can help.”

The point here is to say: I get it. I’ve been there. Here’s what helped me.

That builds trust waaaay faster than a 10-line pitch ever could.

✨ Bonus tip: End with a little micro win or encouragement. Let them feel good for being here.

Email 3: The Quick Win

This is where you show up with VALUE.

Drop a juicy tip. A short tutorial. A simple mindset shift.
Make them go “Wait was free??”

Even better if it ties into the freebie and helps them actually take action on it.
(That’s what gets you remembered. And clicked.)

This one is all about being helpful without overwhelming them. Share a tip, shortcut, or resource that gives them a tiny result ASAP.

Even better? Make it something they can do in 5 minutes.
The faster they see results (even small ones), the more likely they are to trust your paid offers later.

Examples:

  • A 3-minute Canva tip
  • A free tool you use
  • A strategy they can try today

💌 Psst… this is the perfect spot to naturally mention your paid product if it extends the value.

Plug a low-ticket product here that aligns with the win. “If you want to go deeper, my [Starter Kit] walks you through the full thing.”

Email 4: Behind-the-Scenes or Myth-Busting

We’re moving into expert status now.

Here’s what works:

  • Share a mistake you made (or see others make)
  • Unpack a myth or assumption people have about your niche
  • Let your personality shine quirks, hot takes, GIFs included

Show them you’re not here to blend in. You’re here to help them stand out.

Email 5: The Gentle Pitch

By now, they’ve gotten to know you.
They trust you a little more. They’re opening your emails.

This is the moment to say: “Hey, I’ve got something that can help you go further.”

Do it in a way that feels like a natural next step, not a hard sell.
Your tone: “If this resonated, you’re gonna love this.”

💡 Pro Tip: Add a testimonial or quick bullet list of benefits. Keep it simple. Keep it clear.

Introduce Your Product (Softly)

This isn’t a hard sell. It’s a natural next step from the value you’ve already given.

How to do it:

  • ✅ Reference something they’ve learned or said “yes” to already
  • ✅ Share how your product builds on that momentum
  • ✅ Add a testimonial or your own results
  • ✅ Invite them to check it out (without pressure)

Example:

“If you liked the mini workbook, you’ll love my full [Digital Product Starter Kit]. It takes the exact method I used to launch my first shop and gives you the templates so you don’t have to figure it all out from scratch.”

👏 That’s it. No “buy now” fireworks required.

BONUS: Handle Objections + Reconnect

By now, some people might be thinking about buying, but holding back.

Use this email to:

  • Answer common hesitations (cost, time, “can I really do this?”)
  • Share one more personal story or case study
  • Reinforce the transformation they want

End with something warm Like:

“Even if you don’t grab anything today, I’m glad you’re here. I’ll keep showing up with helpful stuff, and when you’re ready you’ll know.”

(And yeah, it’s okay to include your product link again. You’ve earned it.)

Why Most Welcome Sequences FaIL

Here’s why they flop:

  • They try to sound too “professional” and lose all personality
  • They pitch too fast, before building trust
  • They treat subscribers like a list, not a person

The fix is to be helpful. Be human. Be honest.
Tell stories. Give value. Talk like you would to your biz bestie over voice notes.

That’s what turns subscribers into customers and customers into community.

What Helped Me Turn My List Into Loyal Buyers?

Not trying to sound perfect.

The turning point was when I stopped obsessing over sounding professional and focused on being helpful and human.

When I started sharing quick stories, behind-the-scenes lessons, and tips I wish someone had told me earlier?
That’s when people started replying.
Clicking.
Buying.

👉 And that’s exactly what my Email Welcome Sequence Toolkit is designed to help you do.

The Exact Templates I Used

✨ The Email Welcome Sequence Toolkit includes:

  • 9 pre-written email templates you can plug and play
  • Call-to-action swipe copy that doesn’t feel slimy
  • A freebie delivery email that actually sets the tone

If you’re like, “Can you just hand me the words?”
Yes. That’s literally what this is for.

Want to Start Your Email List With Confidence?

You don’t need to wait until you “have more to say.”
You don’t need to write the perfect email.

You just need a sequence that speaks like you, helps people quickly, and leads to the right offer at the right time.

The Email Welcome Sequence Toolkit gives you that.

The Lazy Girl’s Guide to Your First 5 Emails

  1. Freebie + Warm Hello – deliver and connect
  2. Personal Story – show you get them
  3. Quick Win – drop real value
  4. Myth or Mistake – position yourself as a guide
  5. The Soft Pitch – invite them into your offer

Use my Email Welcome Sequence Toolkit if you want it all done for you.

What’s Next? Pick One and Go 👇

Whichever path you take, just don’t ghost your subscribers.
You’ve got something worth sharing.
And this is just the beginning. 💌