I worked together with a coffee roaster who back then only had a monthly newsletter and no other email systems in place. With a newsletter sign-up and online store collecting email addresses, I advised them on the importance of a welcome sequence for creating a community and increasing sales over the long term.

The welcome sequence included a series of 6 emails. I created some simple and fun coffee-related challenges that their readers could try out at home.

My goal was to share the personality of the brand and their two owners and invite their customers to engage more with their business. The challenges were a way for the business to share their value and expertise, while adding a fun, relaxed element to their communications.

I am adamant about not selling in the welcome sequence and so focused on connection.

Below you will see a small sample: