Why Your Welcome Series Needs a Story (Not Just a Discount)

Hey, it's Jordan from the Email Intel Newsletter.

Let’s imagine for a moment…

A new subscriber just signed up for your list.

They’re curious, maybe even excited to learn more about your brand.

What do you send them?

If your answer is just “a 10% off coupon,” we need to talk.

Don’t get me wrong, discounts have their place—but that’s not how you build a loyal community of customers for your brand.

What most DTC brands miss is the power of storytelling in their welcome series.

The Key to Long-Term Loyalty

When someone signs up for your list, they’re already interested in what you have to offer.

But here’s the thing—we don’t want them to just buy from you, we want them to believe and trust in your products and brand.

And that’s where storytelling comes in.

Instead of leading with a discount, lead with your story.

Where did your brand start?
What inspired you to create your products?
What challenges did you overcome to get here?

When you share this kind of background, you’re building a connection, not just offering a transaction.

People resonate with stories because they create an emotional bond.

And emotional bonds? They lead to long-term loyalty.

The Power of the “Founder’s Story” Email

This is one of the most effective ways to create that bond.

In your second or third email of the welcome series, send a note directly from the founder.

Make plain-text, make it personal, make it real.

Talk about the mission behind the brand.

Why you’re different.

What keeps you going.

Here’s a simple template to spark ideas:
“Hey [First Name],
I wanted to personally thank you for joining [Brand Name].
When we started this company, our mission was simple: [Insert Mission].
Every product we create is designed to [Insert Unique Value], and we’re so excited to have you with us on this journey.
Thank you for being a part of our community—it means the world to us.
[Founder’s Name]”

No push for sales. No big ask. Just a genuine message to build trust.

Let the Sale Come Naturally

Once the customer feels connected to your products and brand, the sale comes naturally.

Of course, you will offer a discount or deal in the welcome series, but don’t make it the focal point of the entire series.

Instead, make your story, your mission, and your values the center of attention.

It’s these elements that creates lifelong customers.

Test this out and let me know how it goes!

Jordan

PS - If you run a DTC brand and want to have a 15 minute strategy session with me, book a call here »