Show & Tell Email Series: Nashville Public Library’s Welcome Sequence

So in July I moved to Nashville.

And by August 3, this happened:

Anyone else a fan of the library?

Free books! Hoopla! Libby! DVDs for rent?! (Yes, I still own and actively use a DVD player. 👵🏻)

Then — wanna guess what happened? They added me to their Welcome email sequence.

🎰 Jackpot! Love to see it.

Since I experienced this “out in the wild,” I thought it’d be fun to share a new example of what a Welcome Sequence can look like. 

If you need a refresher, I define a Welcome Sequence as a your “brand hub” for new subscribers — an introduction to your brand, which over a few emails: – Helps them make sure they’re in the right place for what they need or want (can they get that from YOU?) – Introduces you and your personal story to new subscribers so they build familiarity with who you are – Explains your brand mission and what readers can expect from your content – Tells them why they should stick around/open your emails READ MORE ABOUT WELCOME SEQUENCES HERE!

Email 1 | Welcome to Nashville Public Library!

What I love about this email:

01 | They named the series! “This email is part of our This is Your Library series, where we’ll fill you in on the best that NPL has to offer.”

02 | They stated their mission: “at NPL, books are only half the story.”

03 | The “This is Your Library” serves as a “passport” for what the NPL will be sharing and sending over email as part of the This is Your Library series. I love that it sets expectations of what’s coming in such a creative way!

04 | They give us a way to connect through events. In an evergreen email like this, you’ll want to link to a main events page on your site (just make sure you keep that page up to date!)

05 | I spy segmentation!! Under “What are your interests?” there’s a button to check or uncheck what kinds of specific content I want to receive from them.

Ideally these content types would also explain a bit more context of each one — like if it’s a regular email, an annual event, or something like that. But regardless, I’m impressed that NPL included segmentation in their VERY first email. 

Email 2 | This is Your Library: Paid Subscriptions, For Free

So far I’ve received two emails as part of this series; the second one was sent two weeks after the first. I like it. I’d probably send them closer together, but I’m not mad about it either. 🙃

What I love about this email:

01 | Wohoo! We’re at Step 2 on our passport through this series!

02 | This email shares all about the digital resources available to library patrons. I’m completely new to this library, so I was excited to see that they provide access to Hoopla like my old library. Yay for audiobooks!

03 | A segmentation reminder is always a solid choice for a Welcome Sequence.

I hope this was a fun dive into a new welcome series and gave you some inspiration! For more inspiration, get the Your First Welcome Sequence — Guided Copywriting Framework.

Let’s Duett!