How to Set Up Your Artist Welcome Series Using MailerLite (Step-by-Step)

It's time to set up a welcome email series for your art business!

The last two blog posts explored what a welcome series is and why it’s one of the most effective tools for building a connection with your audience. We also broke down what to include in each email to set the tone and deepen engagement.

Now it’s time to get your welcome series up and running.

This part doesn’t have to be intimidating, even if you’re not tech-savvy. With the right tool, you can create a professional and thoughtful welcome sequence in under an hour.

Read on to learn how to do that using my favorite service, MailerLite.

What You’ll Need to Get Started

Before setting up your automation, make sure you have a few basics in place:

• A free MailerLite account (you can sign up at mailerlite.com)

• Drafts or outlines of your welcome emails (ideally 3 to 5 short emails)

• An opt-in form so people can subscribe to your list
  

Start with a Simple Opt-In Form

An opt-in form is the gateway to your list. It’s the form people fill out on your website, landing page, or link in bio to subscribe. If you’re just getting started, you don’t need a complicated setup. A basic newsletter signup form is enough.

Instead of using default language like “Sign up for my newsletter,” try something more personal and reflective of your creative practice. For example:

“Get occasional notes from my studio, previews of new work, and early access to releases.”

If you have a lead magnet (like a downloadable print or studio tour), that’s great, but you don’t need one to start. Focus first on creating a simple and genuine invitation. You can always add incentives later as your list grows.

Optional but helpful additions:

• Use tags or segments to separate collectors, peers, or press contacts

• Upload your logo or a photo and add brand colors to your MailerLite templates for consistency

How to Add an Opt-In Form to Your Website or Link in Bio

If you already have a website, the easiest way to add your MailerLite opt-in form is by embedding it directly into your homepage, About page, or a dedicated “Subscribe” page.

Here’s how:

• In MailerLite, go to Forms > Embedded Forms

• Create a new form and customize it (headline, fields, colors, etc.)

• Copy the HTML embed code and paste it into your website (most platforms like Wix, WordPress, or Squarespace allow this via a custom code block or HTML section)

  
  

No website? No problem. You can also:

• Create a MailerLite landing page instead of embedding a form

• Add the link to your Instagram bio, email signature, or any other social platform

  
  

MailerLite allows you to create up to 10 landing pages on the free plan, making it a great starting point. The key is to make your opt-in form easy to find and inviting to click. Once someone fills it out, they’ll automatically trigger your welcome series.

What About Other Platforms?

There are other tools that offer welcome automation, including Mailchimp, ConvertKit, and Flodesk. The basic setup is similar - someone signs up, and a series of emails is sent over time.

I recommend MailerLite because it’s free for up to 1,000 subscribers, easy to learn, and offers a clean, flexible interface for creators. It’s a great fit for artists who want to look professional without spending hours on tech.

Step-by-Step: Setting Up Your Welcome Series in MailerLite

Step 1: Create a New Automation

• In your MailerLite dashboard, go to Automation and click “Create Workflow.”

• Name your workflow something clear, like “Welcome Series for New Subscribers.”

• Choose the trigger: “When someone subscribes to a form.”

  
  

Step 2: Choose Your Signup Form

• Select the opt-in form tied to your website or landing page

• If you only have one main form, that’s perfect. If you build additional forms later (like for a lead magnet or event), you can set up different automations down the road
  

Step 3: Add Your First Email

• This is your welcome email. If you’re offering a lead magnet, include it here

• If not, simply welcome the subscriber, let them know what to expect, and thank them for joining you

• Use a warm subject line like “Welcome to my studio” or “Thanks for subscribing.”

• Keep the message simple and visually clean. One image is plenty such as your  studio, or a photo of yourself.

Step 4: Build the Email Sequence

• Add a delay of 1 or 2 days after the first email, then insert your second email. This might be your artist story, behind-the-scenes insight, or a look at recent work

• Repeat the pattern: delay, then next email, until your full series is complete

• A typical welcome series includes 3 to 5 emails spaced a few days apart

• In the final email, invite your reader to reply, visit your website, or follow you on social media
  

Step 5: Review, Test, and Turn It On

• Proofread your emails and double-check that all links work

• Use MailerLite’s preview or send a test to yourself to experience the flow

• Once everything looks good, toggle the automation to Active

Pro Tips for Artists Using MailerLite

• Keep your email layout clean and easy to read

• Use one image per email to avoid distraction

• Write like a real person. Sign your name, and speak in your natural voice

• Include one clear call to action in each message - don’t overload with options

• If you’re stuck or overwhelmed, start with just three emails and build from there

Next Steps and Resources

If you have questions along the way, consider joining my free Facebook group for artists. I'll answer questions there on any topics covered on this blog.

If you’d like help with this process or getting started with email marketing, consider my 1:1 Email Marketing Kickstarter.

Note: This post contains an affiliate link for MailerLite. If you choose to sign up through it, I may receive a small commission - at no cost to you. I only recommend tools I use and trust.