Welcome campaign examples

Be friendly! Welcome emails should feel personal, friendly, and warm.

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Welcome emails are an opportunity to engage with subscribers and also happen to be 86% more effective than a newsletter send so it’s important to get right. And we all know that first impressions are everything. It can end a relationship before it even begins or be the start of something magical! Much like first impressions in our everyday lives, welcome emails are the first impression for brands.

Welcome campaign recommendations

Welcome emails should feel personal, friendly, and warm. There’s a lot to work with in terms of content but below we have a couple of great tips to get you started:

Talk about product details

Supplement company, Objective, does this well by clearly outlining what makes their product unique with images and brief text without being too sales-y. This messaging comes across more friendly than say, strictly a sales or discount email (they do have a 15% off coupon attached which is a nice touch)!

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Review reward program benefits

For some companies, new account holders or subscribers are referred to as reward members. Take a look at this email from Swarovski that gives a glimpse into their reward program benefits. Use this welcome email to explain all the benefits that come along with their new membership and focus on what they’ll get from the brand vs. what they should purchase.

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Use images, gifs, or videos to connect the brand story

A picture can say a thousand words compared to a wall of text. Consider limiting text and highlighting the product visually: What’s the meaning behind the brand’s name? What are the quality standards? Is there an environmental impact? For example, the shoelace company, Hickies shows the ease of use of their product through gifs. This creates a visually interesting email that also shows more on the product.

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Welcome campaign implementation tips

As we’ve mentioned, first impressions are a big deal. Part of the equation is sending these emails at the appropriate time with the appropriate messaging to be effective and create a lasting relationship.

Exclude subscribers from other email sequences

Avoid bombarding new subscribers with too much information or sales emails. Consider excluding recent sign-ups from other campaigns, especially if creating a welcome series of emails.

Trigger off of a subscription event on the website

Wait too long, and subscribers may even forget they signed up to be on a mailing list. 😱 This can be done with a triggered campaign that fires anytime a new user completes a form on site.

Use the brand’s name in the sender name

Subscribers should know it’s the brand sending the welcome email or risk going unread. It’d be confusing if they got an email from ‘Megan’ vs. ‘Megan at MailCharts’. Brand recognition is important for these emails, especially when just getting to know each other.

Utilize preheader text to make the email more personal

Preheader text often gets overlooked. Most ESPs allow users to create preheader text without having to dive into the code. Typically, if a preheader is not determined, the email sender will default to pulling in text from the email message itself. Find preheader text length based on email provider and viewing device here.

In addition to Welome email examples, MailCharts also compiles entire email journeys so you’re able to see how other brands interact with their customers: From the initial welcome email to win-back emails. Sign up for the MailCharts pro plan to get access to this and more email stats.