The Art of the Welcome Sequence
A look at email storytelling that builds trust and drives sales
Art of Mondays Instagram
In an age where inboxes are saturated and automation is everywhere, the welcome sequence remains one of the most overlooked — and undervalued — elements of email strategy. But the brands that get it right know this: the first few emails are not just transactional. They’re transformational.
A good welcome sequence builds trust. A great one builds momentum.
According to GetResponse, automated welcome emails see 4x the open rate and 5x the click-through rate of standard campaigns. But data only goes so far — what separates a memorable welcome from a forgettable one is structure, voice, and a strong brand point of view.
Drawing from Alex Cattoni’s Own the Inbox method and Julian Cole’s Strategy School frameworks, here’s what the best sequences have in common:
A clear strategic role (build trust, introduce POV, invite curiosity)
A tone and voice that reflects the founder or brand’s personality
Content that speaks to the reader, not just at them
Here are three brands — across hospitality, fashion, and lifestyle — that are doing it right.
SALT Hotels
“With us, it’s personal.”
SALT’s welcome email isn’t flashy — and that’s precisely why it works. The boutique hotel group uses their first message to introduce you to their story: independent hotels rooted in place, driven by personality. They don’t sell rooms. They share their ethos — thoughtful design, locally inspired service, and a sense of calm urgency. It’s short, warm, and finishes with a curated guide to the city you signed up from.
What works:
Clear positioning and philosophy
Subtle brand storytelling, not overt selling
Invitation to explore, not pressure to book
Strategic note: This is what Julian Cole would call a “brand edge” — not just what you do, but how you see the world.
Art of Mondays Instagram
The Art of Mondays
Prioritizing community and value.
Founded by Jai Howitt and Evan, this network of entrepreneurs blends retreats, community, and shared ideals. Their welcome flow centers around belonging—subscribers are welcomed into three realms (Founder Sports Club; Founder Family; curated Spaces) before any offer appears. Their tone is inclusive, visionary, and quietly confident.
Why it works:
Strategic edge: ambitious belonging over transactional membership
Voice: intimate, inclusive, values-first
Storytelling: rooted in fellowship, not funnels
Following Cattoni’s principle: they build trust first, before pitching anything.
Augustine Hat Co.
Slow founder-led positioning.
Handcrafted in small batches from Australian wool, Augustine Hat Co. uses its emails to share founder Caitlin’s origin story—travel-influenced design, anti-trafficking advocacy, and slow-luxury ideals. Each email is rooted in story, values, and a gentle nod to their line of hats—no aggressive selling needed.
Why it works:
Positioning: meaningful fashion with impact
Voice: thoughtful, authentic, values-aligned
Strategy: emotional connection before purchase
What These Brands Teach Us
Strategic foundation: each sequence serves a purpose — from positioning to trust to authority.
Founder/brand voice: speaking as a person, not a faceless corporation.
Story over sales: values and stories build motion more than promo codes.
Subtlety sells: they evoke desire rather than shove urgency.
Final Take
A strong welcome sequence isn’t about urgency—it’s about intention. Treat it like a strategic first date: warm, honest, and built to last. Ground your sequence in your stance and speak with your unique voice.
The result is readers who feel seen, understood, and ready to engage long before you drop your first offer.