3-Email Welcome Sequence for All the Best Days

A 3-email automation for new subscribers opting in to a lead magnet freebie for travel brand All the Best Days. The sequence averaged a 70% open rate and 17.41% click rate—nearly triple the industry benchmark for welcome emails.

The Challenge

All The Best Days is a boutique travel brand built around slow, intentional, story-driven adventures. The welcome sequence had three jobs to do at once: deliver the free lead magnet a new subscriber had just opted in for, introduce the subscriber to the brand’s origin story in a way that felt emotionally compelling rather than promotional, and open the door to the broader product line of travel guides without making the sequence feel like a sales push. New subscribers had just raised their hand for a freebie. The sequence had to earn the right to keep their attention and convert that initial interest into a deeper relationship with the brand.

The Approach

Rather than structuring the sequence as a typical “deliver, nurture, pitch” pattern, the three emails were written as a 3-part story arc tracing how All The Best Days came to be. Each email picked up the narrative where the last one left off, so subscribers were reading for the next chapter rather than waiting for the next pitch. The lead magnet delivery, the brand introduction, and the product invitations were woven into the storyline rather than stacked on top of it. The voice was warm, curious, and adventure-forward, matching the brand’s editorial tone and the kind of traveler the brand was built for.

The Result

The sequence currently averages a 70% open rate and a 17.41% click rate, both well above industry benchmarks for welcome sequences (which typically land around 50% open and 5 to 7% click). More importantly, the sequence does what a welcome series is actually supposed to do: it converts a new subscriber’s initial curiosity into ongoing engagement with the brand, rather than treating the lead magnet delivery as the end of the conversation.

This project demonstrated something I bring to brand-led businesses: the ability to write nurture copy that respects the reader’s attention and uses storytelling as a strategic vehicle, not just a stylistic flourish.