Your First Welcome Sequence — The Mini Funnel Every Handmade Business Needs
If you've started growing your email list but aren't sure what to send once someone signs up—you're not alone. Most handmade business owners kick things off with a freebie, discount code, or opt-in... but then get stuck. The list grows, but the relationship doesn’t.
That’s where your welcome sequence comes in.
And here’s the truth:
Your welcome sequence is your first, easiest funnel—even if you don’t think of it that way.
Let’s unpack what that means, especially for handmade sellers who want to turn browsers into buyers without sounding like a sales robot.
What Is a Welcome Sequence, Really?
A welcome sequence is an automated series of emails (usually 3 to 5) that gets sent after someone signs up for your list. That sign-up might come from a popup on your website, a free downloadable guide (like a "How to Care for Your Handmade Quilt" PDF), a discount for their first order, or a lead magnet like a craft tutorial or printable.
Think of your welcome sequence as your chance to:
Introduce your brand personality (and let people know there's a real maker behind the product)
Reinforce the value of your opt-in or freebie
Build trust and connection through storytelling
Set expectations for what kind of emails you'll send
Gently lead subscribers toward your paid offers (without being pushy)
This is your moment to go from “random Etsy shop I just discovered” to “Ooh, I love everything she makes.”
Why It’s Basically a Funnel (Without the Sleaze)
Most people hear “funnel” and imagine spammy popups, tech headaches, or pushy sales tactics. But at its core, a sales funnel is just a guided path that helps someone go from just discovering you to becoming a loyal customer.
Your welcome sequence does this automatically:
It nurtures curiosity into trust
It builds interest in your work
And it introduces how your product fits into their life
Whether you sell hand-poured candles, ceramic mugs, watercolor prints, or handmade jewelry, your welcome sequence is your chance to sell the story, not just the stuff.
A 4-Email Welcome Sequence Template (Tailored for Handmade Sellers)
Here’s a beginner-friendly welcome sequence any handmade business owner can use—with prompts to make it your own:
✉️ Email 1: Deliver the Freebie + First Impression
Subject Line Ideas:
"Here’s your [freebie]!"
"Let’s make something beautiful together"
What to Include:
Deliver the freebie or coupon code
Say hello and introduce yourself in a couple of lines
Set expectations: “Over the next few days, I’ll send you a few tips and stories from my studio to inspire your [home, wardrobe, creativity—whatever fits your brand].”
Example for a Candle Maker:
“I’m Sarah, the maker behind Wild Hearth Studio, where every candle is hand-poured with cozy in mind. I’ll be popping into your inbox a few times this week with ideas to help you make your space feel extra special.”
✉️ Email 2: Your Story + Connection
Subject Line Ideas:
"Why I started making [your product]"
"From burnout to handmade business"
What to Include:
Share a short story about how or why you started your handmade business (be real!)
Connect the dots between your story and their values: "You care about slow living / handmade goods / meaningful gifts—and so do I."
Ask a question: “What’s your favorite kind of scent for winding down?” or “I’d love to hear—what kind of art do you love in your home?”
Why It Works:
It creates conversation, not just broadcast. People buy from people they connect with.
✉️ Email 3: Quick Win or Helpful Tip
Subject Line Ideas:
"A quick tip for making your home feel cozier"
"Here’s something most people don’t know about handmade quilts"
What to Include:
Share a helpful, bite-sized tip related to your product (e.g. how to style your jewelry, how to burn a candle properly, how to hang your wall art)
Offer a link to a blog post, video, or Instagram tutorial
Reinforce the value of choosing handmade
Example for a Quilter:
“Want your quilt to last for years? Here’s the simple wash routine I recommend for all my handmade pieces.”
✉️ Email 4: Invite to Your Offer
Subject Line Ideas:
"Want a piece made just for you?"
"Here’s how to grab your [first product]"
What to Include:
Introduce your signature product or shop
Explain how it solves a problem, enhances their life, or adds meaning
Include a clear call to action: “Click here to shop my newest pieces” or “Ready to commission something custom?”
Tip:
This is not the time to hard sell—just warmly invite. Think “open door,” not “limited-time pitch.”
What If You Don’t Have a Big Product Line Yet?
That’s okay! Use your welcome sequence to:
Educate subscribers about the process of your craft
Invite them behind the scenes (inspiration, sketches, your studio)
Start building the habit of clicking and engaging with your content
Even if they don’t buy today, they’re more likely to in the future.
Don’t Overthink It—Just Start
You don’t need fancy design, endless words, or perfect photos. The magic is in the consistency and connection.
Write like you’re talking to one person
Keep each email focused on one idea
Use plain, friendly language (ditch the “as per our last email” vibe)
Done is better than perfect. You can always tweak later.
Final Thought
Your welcome sequence does more than just say “hi”—it sets the tone for your entire customer experience.
It’s the foundation of a creative, sustainable business—and the best part? You write it once, and it works for you every time someone joins your list.
Need Help Writing Yours?
If you want a plug-and-play welcome sequence tailored to your handmade business (plus help setting it up in Flodesk, MailerLite, or Kit), check out my Welcome Sequence Starter Service.
Let’s turn your new subscribers into lifelong fans.
