A welcome email is a message to new subscribers telling them what to expect next. It usually looks something like this:
Welcome emails can contain videos, special offers, like in the example above or just a friendly hello to establish a relationship with a new contact.
However, a single welcome message is sometimes not enough to offer you the desired customer retention and conversion. It is usually expanded to a welcome series — a triggered series of emails, each with a unique story and purpose, all gradually leading your subscriber to purchase. Consistency does pay off!
Here is why you need a welcome email in the first place:
So, how do you make a great welcome email? Here are some of the things to consider while creating your welcome email marketing campaign that can make your customers want to explore your business.
An email subject line is the first thing that your customers see. So, make it catchy, short, and simple. You may include some personalization elements and mention the benefits that the recipient might get by opening your email. It is also recommended to use emojis and playful language to catch your customers’ attention.
Here’s a great example of a solid welcome email subject line.
| From: Bark & Bitter |
| Subject: Ciao! Welcome to the bitter life |
This subject line is great because it’s intriguing enough to open an email and contains a smart word play — Bark & Bitter produces non-alcoholic bitters for cocktails, so “bitter life” means both “sad life” (ironically, of course) and “life with bitters from this brand”. So, don’t be afraid of using funny subject lines for your welcome campaigns!
It’s also a good idea to give your brand/personal name in the From field ([email protected] won’t do), and be sure to welcome or thank your subscribers in the subject line.
Another method that many businesses use is including a personal offer in a welcome email. It may be a discount, freebies, or free shipping for the first order. A promo code for the first order attracts new customers, drives sales, and increases the chances of new subscribers converting to loyal customers.
Here’s a welcome email from Roman, where the brand offers 20% percent off first order. It provides a clear motivation for the subscribers to take action.
Start your welcome email with a warm welcome and a brief introduction to your business. Then, confirm the subscription and express your gratitude. You can also let your audience know what content they can expect from your newsletter and what benefits they can get by being subscribed to you. Some other points to consider are call-to-action and personalization elements.
You also don’t have to focus on one objective of your welcome email — let’s take a look at this example from DEEPS. Notice how it has more than one CTA but doesn’t look overwhelming and gives a good general overview of the company and its product. Also, hey, discounts are always nice, right?
One more element that has to be included in any of your business emails is an unsubscribe option. Apart from being a legal requirement, it is also an important aspect of email marketing. The option shows respect for your customers and creates a positive sender reputation.
It’s a tricky question. Most marketing companies advise creating between three to seven emails in a welcome series that span between two weeks to two months. It all depends on your business, your target audience, and your product. If it’s a big purchase that requires some consideration, the series may need to be longer than that of an impulsive e-commerce commitment. In this case, it might be a good idea to carry out A/B testing to understand what works best for your contacts at each stage.
You can tailor your welcome email series based on what stage in the sales funnel your customer is and create relevant content. This way, you can personalize their experience with your brand making it more about the customer – thus, more caring and efficient.
There are different types of welcome emails. As we’ve mentioned before, some of them might offer a promo code, while others can just introduce the brand. Below, we’ve gathered three of the most common kinds of welcome emails. Keep reading to see what works best for your business!
Hello welcome emails aim at greeting new subscribers and introducing your business. It is also a great opportunity to make a strong value proposition. In this type of email campaign, provide a brief overview of what subscribers can expect from your company and its newsletter. The content of the email doesn’t have to include a discount offer or a call-to-action but rather send a welcome message, leave a good first impression, and prepare your customers for future engagement with your business.
In the email from Cars.com, the brand lists what it has to offer, so that new customers can understand which types of help they can get from the company.
Offer emails are the ones that include a special deal for new subscribers. This type of email campaign is the best for capturing your audience’s attention and encouraging them to make purchases or take other actions to drive sales. Offer emails are a great choice for your business if you aim at increasing conversion and engagement rates.
Here’s an offer email from GAP. Although it’s quite simple, it captures the customers’ attention and makes a great deal.
Thank you emails are meant to express gratitude for signing up and connecting with your business. They positively affect customer loyalty and build good relationships with your new subscribers. Although such email campaigns don’t necessarily have to include a special offer, they can make your customers feel appreciated and want to explore your brand — in its turn, that will drive your sales in the future.
In this email from reMarkable, the brand expresses gratitude towards its new subscribers and makes a brief introduction. It sparks interest and makes a good call to action.
Now that you’ve learned some theory, it’s time to explore the best examples of welcome emails. Get some inspiration for your marketing campaign and get ready to drive your business’ sales!
Wunderkin Co. is a kids’ hair accessories brand. In their welcome email campaign, they offer new subscribers a promo code for free shipping on the first order. The email demonstrates the benefits the customers can get by staying with the brand. The first free shipping is also a great choice to leave a good first impression, build customer engagement, and create a bond.
The email is simple and matches the business’ aesthetics. It doesn’t have too much information but rather gets straight to the point.
Eve is a UK brand specializing in mattresses and bedroom furniture. In the brand’s welcome email, they state some of the information about the company, its values, and some of the recommended items. It is an effective strategy to leave a good impression on customers who are not familiar with the brand, as they can learn more about the company and what it has to offer.
Thinx is a reusable period underwear brand. As for their welcome email, they chose to introduce the brand and let the subscribers know what they can expect from the newsletter. By doing that, the brand demonstrates what other benefits the audience can get by following them. The email also mentioned the brand’s activism, which helps build trust and encourages engagement with the business, even though it doesn’t feature a special first-order offer.
Bite is a brand that produces all-natural, zero-waste toothpaste tablets and claims that its mission is to become the world’s most sustainable personal care company. Its welcome email is simple and short but it feels very personal thanks to its sender — Lindsay McCormick, the CEO of Bite, describing the story of her life and Bite’s substance and meaning.
Kurk is a supplement brand from London. In its welcome email, the brand included a discount offer for the first order and put some positive reviews. It is a great strategy for introducing the brand to a new audience as they are not familiar with the product. Including positive reviews helps build trust between the potential customers and the company.
Penningtons is a Canadian plus-size fashion leader. In the welcome email marketing campaign, the company provides some information about the brand and a 20% off reward for completing a customer profile.
Although the email is quite long, the content is presented in blocks that are easy to read. The reward is also an effective way to increase engagement and drive sales.
Stills is a platform for image licensing. In its welcome email marketing campaign, the brand uses a picture that matches the brand’s aesthetic. The content includes the invite codes. It is an effective word-of-mouth marketing strategy that can reach new potential customers. It leaves a good impression by creating a sense of exclusivity and making the audience feel special.
Little Sleepies is a pajama and daywear company. The brand’s welcome email marketing campaign focuses on greeting new subscribers and introducing the brand. It also provides a promo code for the first order and lets the audience know what they can expect from the company’s newsletter.
The email design makes it stand out while matching the aesthetics at the same time. It also includes some fun content, such as the link to a test that can help choose your kid’s outfit. These CTA elements make the campaign informative and effective.
Brooks Running is a sports equipment company. As for its welcome email marketing campaign, the brand decided to offer a discount for the first order and motivate the subscribers to take action. The email includes links to the website, which together with the promo code makes an effective marketing move for driving sales.
COSRX is a leading Korean skincare brand. The brand’s welcome email is rather long and features a number of sections designed for different purposes (there’s even a quiz!). It’s very easy to take in, though, thanks to the clear layout and design choices.
Time to summarize.
