Agency client onboarding welcome

Welcome sequenceNew client of an agency or freelancerlong lengthagencyonboardingclient

Subject

Welcome — here's how we work

Preheader

Three docs you need on day one.

Body

(See sequence steps.)

Suggested CTA

Open the kickoff doc

Full sequence (4 steps)

Step 1Day 0

Subject: Welcome — here's how we work

Preheader: Three docs you need on day one.

Hi {{firstName}},

Glad to be working together. Three docs to read before our kickoff Tuesday:

1. [Project brief]({{briefURL}}) — what we agreed to ship.
2. [Communication rhythm]({{commsURL}}) — how often we meet, where we Slack, who owns what.
3. [What we need from you]({{requestURL}}) — the access and assets we need by Wednesday.

If anything in those docs is off, push back now — easier to adjust before we start than after.

— {{senderName}}, {{agency}}

Step 2Day 2

Subject: Scope sign-off — read in 10 min

Preheader: After this you've signed off on what we're shipping.

Hi {{firstName}},

Final scope doc — reading this and replying "approved" is your sign-off on what we're delivering.

[Read the scope]({{scopeURL}})

Specifically: 4 deliverables, 6 weeks, 3 revision rounds per deliverable. Anything outside this is a change order.

Reply "approved" or send edits by Friday. Until I have approval I can't start, so this is the gating item.

— {{senderName}}

Step 3Day 4

Subject: How we'll talk over the next 6 weeks

Preheader: Friday updates. Tuesday calls. That's it.

Hi {{firstName}},

Our communication rhythm — short on purpose:

- Friday 5pm ET: written update from me. What we did, what's next, what I need.
- Tuesday 10am ET: 25-minute call. Decisions only, no status updates.
- Slack: emergencies and one-off questions, not project management.

If you want more touch points, we can. If you want fewer, we can.

— {{senderName}}

Step 4Day 6

Subject: Week 1 needs — please send by Monday

Preheader: Five things, all small.

Hi {{firstName}},

We start Monday. Five things I need from you between now and then — all small:

1. Brand voice doc (or your last 5 customer emails)
2. Access to your ESP (read access is fine)
3. The list of personas — even if rough
4. Your top 3 competitor newsletters (subscribe me at {{agencyEmail}})
5. Any internal style or legal constraints I should know

Reply with whatever you have. Missing pieces are fine; we'll fill in as we go.

— {{senderName}}

Why this works

Agency client onboarding via email replaces the scattered Slack messages most projects start with. The 4-step rhythm: orient (here's how we work), agree (here's the scope, sign-off), set rhythm (here's how we'll communicate), and prepare (here's what we need from you for week 1).

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Hi {{firstName}}, Glad to be working together. Three docs to read before our kickoff Tuesday: 1. [Project brief]({{briefURL}}) — what we agreed to ship. 2. [Communication rhythm]({{commsURL}}) — how often we meet, where we Slack, who owns what. 3. [What we need from you]({{requestURL}}) — the access and assets we need by Wednesday. If anything in those docs is off, push back now — easier to adjust before we start than after. — {{senderName}}, {{agency}}

Hi {{firstName}}, Final scope doc — reading this and replying "approved" is your sign-off on what we're delivering. [Read the scope]({{scopeURL}}) Specifically: 4 deliverables, 6 weeks, 3 revision rounds per deliverable. Anything outside this is a change order. Reply "approved" or send edits by Friday. Until I have approval I can't start, so this is the gating item. — {{senderName}}

Hi {{firstName}}, Our communication rhythm — short on purpose: - Friday 5pm ET: written update from me. What we did, what's next, what I need. - Tuesday 10am ET: 25-minute call. Decisions only, no status updates. - Slack: emergencies and one-off questions, not project management. If you want more touch points, we can. If you want fewer, we can. — {{senderName}}

Hi {{firstName}}, We start Monday. Five things I need from you between now and then — all small: 1. Brand voice doc (or your last 5 customer emails) 2. Access to your ESP (read access is fine) 3. The list of personas — even if rough 4. Your top 3 competitor newsletters (subscribe me at {{agencyEmail}}) 5. Any internal style or legal constraints I should know Reply with whatever you have. Missing pieces are fine; we'll fill in as we go. — {{senderName}}