MarketingHow-to
MailerLite Automation: Build a Welcome Sequence Step by Step
Step-by-step MailerLite automation guide: groups vs segments, a 3-email welcome workflow from a signup form, Free plan limits, and troubleshooting from official help.
Outcome: a new subscriber joins your list, enters one automation, and receives three welcome emails on the delays you set—without manual sends each time.
This guide walks through that workflow in MailerLite using official terminology and help articles (verified October 1, 2026). We describe the product UI from documentation only (handsOn: false); confirm labels in your account if MailerLite updates the editor.
Before you build: check plan limits for this workflow (Free allows 3 active automations; Comfort 50; Power unlimited). Product context: MailerLite review for creators.
Groups, segments, and triggers (MailerLite terms)
| Term | What it is | Welcome sequence use |
|---|---|---|
| Group | A list you assign subscribers to manually or via rules | Put new signups in a Welcome group; trigger automation on Joins a group |
| Segment | Dynamic audience based on conditions (activity, fields, groups) | Later: send newsletters to “engaged readers” without rebuilding the welcome flow |
| Form | Signup capture on site or landing page | Connect form → group so every submitter enters the same welcome path |
MailerLite’s workflow help states automations start with a trigger (date, event, or subscriber action). A common pattern: Joins a group after someone submits a form that adds them to that group (create an automation workflow).
Interest groups (tags) on the pricing page are separate from groups—use groups for “who entered via this lead magnet” and tags/segments for long-term interests.
Workflow map (form → three emails)
Signup form → Subscriber joins "Welcome" group
→ Trigger: Joins a group
→ Send email #1 (deliver lead magnet / set expectations)
→ Delay (e.g. 1 day)
→ Send email #2 (story or quick win)
→ Delay (e.g. 2 days)
→ Send email #3 (one clear next step)MailerLite processes steps in sequence. Important: if you chain multiple Send email steps with no delay between them, subscribers can receive those emails at the same time (workflow help). Always place Delay steps between messages.
Each Send email step counts toward your monthly send quota on Free and Comfort (Free plan limits).
Step-by-step build
1. Create the group and form
- Create a group named e.g. Welcome – lead magnet.
- Build a signup form or landing page in MailerLite and set it to add subscribers to that group on submit (confirm in form settings—wording varies slightly by form type).
- Embed the form on your site or share the landing page URL. For WordPress and other CMS embeds, follow MailerLite’s current integration docs for your platform.
2. Draft the three emails
| Purpose | Suggested delay after previous send | |
|---|---|---|
| #1 | Confirm signup; deliver promised PDF/link; set newsletter expectations | Immediate (first step after trigger) |
| #2 | Teach one useful idea related to the lead magnet | 1–2 days |
| #3 | Single CTA: read a flagship post, book a call, or browse an offer | 2–4 days |
Keep one primary link per email so clicks are easy to interpret in reports.
3. Create the automation
- Go to Automations → Create workflow (template or from scratch).
- Drag trigger Joins a group → select your Welcome group → Save.
- Add Send email → design email #1 → save step.
- Add Delay → choose duration → add Send email #2 → Delay → Send email #3.
- Review the chain for missing delays between sends.
- Click Activate. If prompted about existing subscribers in the group, choose No, only add new subscribers for a true welcome sequence (workflow help).
4. Test with a personal address
- Subscribe through the live form with an inbox you control.
- Confirm group membership in MailerLite subscriber profile.
- Open Automation → Overview → Activity to see the subscriber move through steps.
- Use MailerLite test sends where available; test sends do not count toward trial send limits per trial help.
Free vs paid extensions
| Capability | Free | Comfort / Power |
|---|---|---|
| Active automations | 3 | 50 (Comfort) / unlimited (Power) |
| Multiple triggers on one workflow | No (Power + trial) | Power (up to 3 triggers); trial can test |
| Branching (conditions, A/B) | Available; counts toward automation limit | Same; more headroom on paid tiers |
If you need several entry triggers (form A or form B into one sequence), you need Power or the premium trial’s multi-trigger feature—otherwise duplicate workflows or merge signups into one group at the form level.
When automations do not fire (checklist)
Work through in order (Automations FAQ linked from workflow help):
- Workflow active? Paused workflows stop new entries; edits require pausing first.
- Trigger still valid? Deleted forms/groups move workflows to Drafts until repaired.
- Subscriber already completed this workflow? Duplicated workflows can re-enter the same people—set triggers carefully when copying.
- Account approval / domain authentication — new accounts may need approval; after trial, campaigns may require authenticated domains (trial sending rules).
- Send limit reached? Free 2,500/month or Comfort cap—check billing period usage (pricing FAQ).
- Failed on delay step? Pausing longer than seven days past a delay can mark subscribers Failed (pause behavior).
Re-add failed subscribers from Activity → Failed → Re-add to the sequence when appropriate.
FAQ
Is this the same as a newsletter campaign?
No. Campaigns are one-time (or recurring) broadcasts. Automations run per subscriber when they meet the trigger—ideal for welcome sequences.
How many automations does a welcome sequence use?
One workflow with three email steps. That consumes one of your active automation slots on Free (max 3 total).
Where do bloggers plug in lead magnets?
See MailerLite for bloggers for form placement (inline vs end-of-post vs landing page). This article is the technical welcome sequence reference—link here from blogger content instead of duplicating steps.
Should I test MailerLite automations before paying?
Use the 14-day premium trial to test triggers and templates; sends stay capped at 2,500 during trial. Model paid costs on MailerLite pricing before upgrading.
A minimal MailerLite automation stack is form → group → triggered welcome chain. Build delays explicitly, test with a real signup, and watch Automation activity before you promote the form widely. When you outgrow three workflows or send caps, upgrade using MailerLite pricing—not by stacking duplicate tools.