What should a welcome series achieve in terms setting expectations?

• A. Introduces brand, provides value, and sets expectations for future emails.
• B. Immediately asks for a purchase within the first email.
• C. Sends only promotional content.
• D. Delays the first contact for a week.

Answer: (A)

Setting expectations through a welcome series means clearly communicating who you are, what the subscriber will gain, and how often you’ll email. Start by introducing your brand and the value you offer, so new subscribers immediately understand why they signed up. Then lay out what kinds of content they can expect—tips, tutorials, product updates, stories, resources—and the cadence of future messages. This builds trust and frames the relationship, so readers know what’s coming and why it matters. It’s best to avoid pushing for a purchase right away; the focus should be on delivering value first. Options that are all promotional, or that delay the first contact, miss the chance to set these expectations and can undermine engagement.