Last month, a skincare brand in Lekki reached out to me in frustration.
They had 2,847 email subscribers. A decent list. They were sending a "welcome" email to every new signup — a beautifully designed template with their logo, a 15% discount code, and links to their best-selling products.
It looked professional. It followed every tutorial they had watched on YouTube.
And it was killing their business.
Their open rate had crashed from 24% to 9%. Click-through rate? 0.8%. Revenue from email? Nearly zero. They were ready to quit email marketing entirely and pour everything back into Instagram ads.
"Maybe Nigerians just don't read emails," the founder told me.
I asked to see their welcome sequence. One email. Sent immediately. Discount-first. Product-heavy. Signed off as "The Team."
Then I asked one question: "When someone joins your list, do they know who you are? Do they trust you enough to buy from you?"
She paused. "I guess... not really."
That is the problem. And it is the problem for 80% of Nigerian businesses running email marketing right now.
We rebuilt her welcome sequence from scratch. Five emails. No discounts in the first three. No product links in email one. Just story, value, and trust.
Thirty days later: 67% open rate, 5.2% click rate, 35+ personal replies, and ₦187,000 in attributed revenue — from the same 2,847 subscribers.
Here is exactly how we did it. And how you can do the same.
Your welcome email is not a transaction receipt. It is an introduction. It is the moment a stranger decides whether you are worth their attention — or just another brand in their spam folder.
Why Most Welcome Sequences Fail in Nigeria
Before I show you what works, let me show you what does not. Because understanding the failure is half the battle.
Here is the welcome email most Nigerian brands send. I have seen this exact structure across e-commerce stores in Lagos, Abuja, and Port Harcourt. It is so common because it is the default template in most email platforms.
Welcome to [Brand Name]!
Hi there,
Welcome to the [Brand Name] family! We are so excited to have you on board.
As a thank you, here is 15% off your first order. Use code WELCOME15 at checkout.
Shop our bestsellers:
[Product Image 1] [Product Image 2] [Product Image 3]
[Shop Now Button] [Shop Now Button] [Shop Now Button]
Follow us on Instagram: @[handle]
Happy shopping!
The [Brand Name] Team
Looks familiar? Let me break down why this email fails — especially in the Nigerian market:
- It leads with a discount. In a market where customers are already sceptical of online purchases, leading with "save money" signals desperation. It trains subscribers to only buy when there is a code.
- It has no personality. "The Team" is the fastest way to tell someone you do not care about building a relationship. People buy from people, not logos.
- It dumps six links in the first email. Analysis paralysis. The subscriber does not know what to click, so they click nothing.
- It ignores the real barrier to purchase. For most Nigerian online shoppers, the issue is not price. It is trust. Will this product arrive? Is it genuine? What if it does not work? This email answers none of that.
- It asks for a sale before delivering value. You have not proven you can help them yet. You are asking for money.
The result? Subscribers open once, see a sales pitch, and never open again. Or worse — they mark it as spam.
The 5-Email Welcome Sequence That Converts
Here is the exact sequence we built for the Lekki skincare brand. Each email has a specific job. Each email builds on the last. And none of them ask for a sale until trust is established.
Email 1: The Welcome (Sent Immediately)
Job: Confirm they are in the right place. Set expectations. Make them feel seen.
You are in. Here is what happens next.
Hi [First Name],
Welcome. I am glad you are here.
You just joined a community of [number] people who are done with skincare that promises the world and delivers nothing.
Over the next few days, I will send you the exact routine that helped me clear my own acne after five years of trial and error. No products to buy yet. Just the method that actually works.
Here is what to expect:
Tomorrow: The #1 mistake that makes 90% of Nigerian skincare routines fail (it is not what you think).
Day 3: The 3-product routine that cleared my skin in 8 weeks.
Day 4: How to spot fake skincare products before you waste your money.
Day 5: A personal invitation — only if you are ready.
One thing: I read every reply. If you have a question, hit reply. A real person (me) will respond.
Talk soon,
[Your Name]
Founder, [Brand Name]
P.S. — Save this email. The routine I am sending you tomorrow is the foundation everything else builds on.
Why this works:
- It sets a clear expectation — five emails, specific value in each. This increases open rates on emails 2–5 because they are waiting for it.
- It promises value before asking for money. The subscriber thinks: "This person is helping me first. I will pay attention."
- The P.S. creates a micro-commitment — "save this email" — which increases the chance they will open the next one.
- It is signed by a real person, not "The Team."
Email 2: The Story (Sent 24 Hours Later)
Job: Build emotional connection. Show you understand their struggle because you have lived it.
The #1 mistake that ruins most Nigerian skincare routines
Hi [First Name],
Five years ago, I was spending ₦45,000 every month on skincare products.
Serums from the US. Cleansers from Korea. Moisturisers recommended by every influencer on Instagram.
My bathroom looked like a pharmacy. My skin looked like a battlefield.
The mistake? I was treating symptoms, not causes. I was layering products without understanding my skin type, my climate, or my actual needs.
Here in Lagos, the humidity is different. The water is different. The pollution is different. A routine that works in London will not work in Lekki. Period.
So I stopped. I stripped everything back to three products. I focused on consistency, not complexity.
Eight weeks later, my skin was the clearest it had been in years.
That is what I will share with you tomorrow — the exact 3-product routine. But first, I want to know: what is the biggest frustration you have with your current skincare routine?
Hit reply. I read every response.
[Your Name]
P.S. — If you are currently using more than 5 products in your routine, tomorrow's email might save you a lot of money.
Why this works:
- It tells a relatable story with specific numbers (₦45,000/month, 5 years, 8 weeks). Specificity builds credibility.
- It addresses the Nigerian context directly — humidity, water quality, pollution. This shows deep understanding of the subscriber's reality.
- It invites a reply. Even if only 5% reply, those replies are gold — they tell you exactly what your audience cares about, and they train Gmail/Yahoo that your emails are wanted (improving deliverability).
- The P.S. creates curiosity for the next email.
Email 3: The Value (Sent 48 Hours Later)
Job: Deliver the promised value. Teach something genuinely useful. Prove expertise.
The 3-product routine that cleared my skin in 8 weeks
Hi [First Name],
Here it is. The routine that changed everything.
Not 10 steps. Not 15 products. Just three things, done every single day.
Step 1: Gentle Cleanser (Morning + Night)
Not a foamy, stripping cleanser. A gentle, pH-balanced one. In Lagos humidity, your skin barrier is already under stress. Do not make it worse.
Step 2: Niacinamide Serum (Morning)
One ingredient. Multiple benefits: controls oil, fades dark spots, strengthens the barrier. In this climate, it is the single most effective active ingredient.
Step 3: Lightweight Moisturiser + SPF (Morning) / Moisturiser (Night)
Not a heavy cream that sits on your skin and clogs pores. A gel-based moisturiser that absorbs quickly. And SPF every single day — yes, even when it is cloudy. UV damage is cumulative.
That is it. Three products. Two minutes, morning and night.
The magic is not in the products. It is in the consistency. Do this for 8 weeks without switching products every week, and your skin will change.
I have helped over 200 people implement this routine. The ones who stick with it for 8 weeks see results. The ones who keep switching every 3 days do not.
Which one will you be?
Tomorrow, I am sharing something equally important: how to spot fake skincare products before you waste your money. This alone has saved my clients hundreds of thousands of naira.
[Your Name]
P.S. — If you want me to review your current routine and tell you what to keep and what to cut, reply with a list of what you are currently using. I will respond personally.
Why this works:
- It delivers massive value with zero sales pitch. The subscriber now has a complete, actionable routine they can implement today.
- It positions the sender as an expert who has helped 200+ people. Social proof without being boastful.
- It creates a challenge — "which one will you be?" — which increases engagement and commitment.
- The P.S. offers a personal review, which drives replies and deepens the relationship.
Email 4: The Trust Builder (Sent 72 Hours Later)
Job: Address objections before they become reasons not to buy. Build trust through transparency.
How to spot fake skincare products before you waste your money
Hi [First Name],
Last year, a client came to me with a "premium" vitamin C serum she bought from an Instagram vendor for ₦18,000.
It smelled like perfume. The label was peeling. The batch code did not exist on the manufacturer's website.
She had been using it for 3 months. Her skin was worse, not better.
Here are the three red flags I taught her to look for:
1. The price is too good to be true
A genuine 30ml vitamin C serum costs the manufacturer at least ₦8,000 to produce and import. If someone is selling it for ₦4,000, it is either fake, expired, or diluted beyond effectiveness.
2. The packaging feels wrong
Real brands invest in quality packaging. Fake products often have blurry labels, misspelled ingredients, or batch codes that do not verify on the brand's website.
3. The seller has no verifiable address
Anyone can create an Instagram page. A legitimate business has a physical address, a registered business name, and a track record. Check CAC registration. Ask for a video call. If they refuse, walk away.
I have seen too many people damage their skin with fake products. It is not worth saving ₦5,000 if it costs you ₦50,000 to fix the damage later.
Tomorrow, I have something special. An invitation to work together — but only if you are ready. No pressure. No hard sell. Just an option if you want expert guidance.
[Your Name]
P.S. — I have compiled a list of 12 verified skincare vendors in Lagos that I personally trust. Reply "VENDORS" and I will send it to you.
Why this works:
- It addresses the biggest fear in Nigerian e-commerce: "Is this genuine?" By teaching them how to spot fakes, you position yourself as the trustworthy source.
- It includes specific, actionable advice (check CAC, ask for video call, verify batch codes). This is content they cannot get anywhere else.
- The P.S. offers a valuable resource (vendor list) in exchange for a reply — another deliverability boost and relationship builder.
- It tees up the sales email tomorrow without being pushy.
Email 5: The Invitation (Sent 96 Hours Later)
Job: Make the offer. But make it an invitation, not a pitch. The subscriber should feel like they are being invited into something exclusive, not sold to.
An invitation — only if you are ready
Hi [First Name],
Over the past four days, I have shared the exact routine that changed my skin, the mistakes that cost me years, and how to avoid fake products.
If you have been implementing even one of those tips, your skin is already on a better path.
But here is the truth: a routine is just the foundation. The real transformation happens when you understand your skin — your specific type, your specific concerns, your specific environment.
That is why I offer a 1-on-1 Skincare Consultation.
Here is what happens:
• You fill out a detailed skin assessment (takes 5 minutes)
• I review your current routine, your skin history, and your goals
• We have a 30-minute video call where I give you a personalised routine, product recommendations, and a 12-week plan
• You get a follow-up email in 4 weeks to check progress and adjust
The consultation is ₦25,000. That is less than most people spend on one product that does not work for them.
I only take 10 consultations per month because I do every review personally. Right now, there are 3 spots left for July.
If you are interested, reply to this email with the word "CONSULT" and I will send you the booking link.
If you are not ready, that is completely fine. Keep using the 3-product routine. Keep reading my emails. I will keep sharing value either way.
No pressure. Just an invitation.
[Your Name]
P.S. — If you are not ready for a consultation but want product recommendations, reply "PRODUCTS" and I will send you my curated list of what actually works for Nigerian skin. Free. No strings attached.
Why this works:
- It leads with recap and gratitude — "if you have been implementing even one tip" — which makes the subscriber feel accomplished, not pressured.
- The offer is framed as an invitation, not a sales pitch. "Only if you are ready." "No pressure." This reduces resistance.
- It includes scarcity (10 consultations, 3 spots left) but it is real scarcity, not fake urgency.
- The P.S. offers a free alternative for those not ready to buy. This keeps everyone in the funnel — some will buy later, some will refer friends, some will engage more.
The Results: Before vs. After
Here is what happened when the Lekki skincare brand switched from the failing one-email welcome to this 5-email sequence:
| Metric | Before (Old Welcome) | After (5-Email Sequence) | Change |
|---|---|---|---|
| Welcome Email Open Rate | 18% | 67% | 3.7x increase |
| Click-Through Rate | 0.8% | 5.2% | 6.5x increase |
| Reply Rate | 0% | 4.1% | 35+ replies/month |
| 30-Day Revenue from Email | ₦45,000 | ₦187,000 | 4.2x increase |
| List Growth (Referrals) | 12/month | 89/month | 7.4x increase |
| Unsubscribe Rate | 2.3% | 0.4% | 82% decrease |
The most important number? 35+ personal replies per month. Those replies are not just engagement metrics. They are conversations. They are market research. They are the foundation of a brand that people trust enough to buy from — and recommend to friends.
Why This Works Specifically for Nigerian Businesses
This sequence is not generic. It is designed for the Nigerian market. Here is why:
Trust Comes Before Transactions
In Nigeria, online shopping scepticism is higher than in Western markets. Pay-on-delivery is still preferred by many because of past bad experiences. A welcome sequence that builds trust before asking for money respects this reality.
Personal Connection Beats Automation
Nigerian consumers respond to personal stories and real people. "The Team" does not work here. A founder who shares their own struggle and replies to emails personally? That builds loyalty.
Value-First Content Reduces Price Sensitivity
When you give someone a complete, working routine for free, they stop seeing you as a seller and start seeing you as an expert. When you eventually offer a paid service, the price feels like an investment, not an expense.
Replies Improve Deliverability
Gmail and Yahoo Nigeria use engagement signals to decide whether your emails go to the inbox or promotions tab. A sequence designed to get replies — not just opens — trains the algorithm to prioritise your emails.
Mobile-First Design Matters
Over 85% of Nigerian email opens happen on mobile. These templates are text-heavy, single-column, and fast-loading. No large images that eat data. No complex layouts that break on small screens.
Nigerian Context Is Woven Throughout
Humidity, water quality, CAC registration, Instagram vendors, pay-on-delivery — every example is specific to the Nigerian experience. This makes the content feel like it was written for them, not translated from a foreign blog.
How to Set This Up in Brevo (Free)
You can build this entire sequence in Brevo without spending a naira. Here is how:
Step 1: Create the Automation
Log into Brevo → Automations → Create Automation → "Welcome Message" template. Set the trigger to "A contact is added to a list."
Step 2: Add the 5 Emails
Add 5 "Send an email" blocks. Set the delays:
- Email 1: Immediately (0 minutes after trigger)
- Email 2: 1 day after Email 1
- Email 3: 1 day after Email 2
- Email 4: 1 day after Email 3
- Email 5: 1 day after Email 4
Step 3: Use Personalisation
In each email, use {{ contact.FIRSTNAME }} for the first name merge tag. Make sure your signup form captures the first name field.
Step 4: Set Exit Conditions
Add an exit condition: "If contact makes a purchase, exit automation." This prevents someone who already bought from receiving the sales email.
Step 5: Test Before Launch
Add your own email as a test contact. Trigger the automation and read every email as if you were a new subscriber. Fix anything that feels off.
Step 6: Monitor and Optimise
After 100 subscribers have gone through the sequence, check:
- Which email has the highest open rate? (That is your best subject line formula.)
- Which email gets the most replies? (Double down on that content type.)
- Where do people drop off? (That email needs work.)
5 Common Welcome Sequence Mistakes to Avoid
- Sending only one email. One email is not a sequence. It is a handshake followed by silence. You need at least 3–5 emails to build enough trust for a first purchase.
- Leading with a discount. Discount-trained customers only buy when there is a code. They never pay full price. Lead with value, not price cuts.
- Using "no-reply" addresses. If someone cannot reply, you cannot build a relationship. Use a real email address and actually read the replies.
- Copying foreign templates without localising. A welcome sequence written for a US audience will not work in Nigeria. The concerns, payment methods, and cultural context are completely different.
- Never mentioning the next email. Every email should preview what is coming next. This creates anticipation and increases open rates on subsequent emails.
The Real Cost of a Bad Welcome Sequence
Let me put this in naira.
If your website gets 500 visitors per month and 5% subscribe, that is 25 new subscribers monthly. 300 per year.
With a bad welcome sequence (9% open rate, 0.8% click rate), you might convert 2–3 of those 300 into customers.
With a good welcome sequence (45%+ open rate, 4%+ click rate), you might convert 15–20 of those 300 into customers.
At an average order value of ₦15,000, that is the difference between ₦45,000 and ₦300,000 in annual revenue — from the exact same traffic, the exact same ad spend, the exact same list size.
The only variable? The welcome sequence.
That is why this matters. Not because email is trendy. Because it is the highest-ROI fix you can make to your business this week.
Want me to audit your welcome sequence?
I will review your current welcome email, identify the specific fixes that will increase your open rates and conversions, and give you a rewritten template you can implement today.
Book a Free Consultation →