Welcome email examples & strategy ideas

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 Email Ideas & Examples

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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Personalize the subject line

To make the subject line of your welcome email feel more personal, FTD Flowers used the customer’s first name. The hearth emoji supports the warm message “We’re so glad you’re here”, and in the email, they share details about the company values and high-quality service.

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Mention the welcome offer

Welcome your new customers with a one-time welcome code. Cure sends a short email to greet the new subscribers, share the welcome code, and encourages them to purchase by mentioning free shipping service too!

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Remind customers about the welcome offer

Sharing a welcome discount code is a good strategy, but what if customers didn’t use it? Remind them in follow-up emails in a welcome series. Columbia Sportswear sends an email that reminds the new customers that their welcome code is about to expire and that they can use it online or in-store.

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Have fun with CTAs

Bags and luggage brand BABOON sends a colorful email that quickly greets the customer and has a fun call to action – TO THE MOON! Welcome emails are the first impression for brands and BABOON did a good job with on-brand messaging in this welcome email.

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Talk about the referral program

Referral programs are great both for brands and for customers. If your brand has a refer-a-friend strategy, you want to encourage subscribers to bring in new customers as soon as possible. GOBY’s welcome email talks about the benefits of referring and invites the subscribers to share their referral link.

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Invite customers to try different services and product features

A welcome email can educate customers about the different services that you offer and guide them as they interact with your product. We love how Dermalogica navigates new customers through the face mapping service with clear instructions and simple steps.

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Talk about materials and production process

If high-quality materials and unique design are what make your products stand-out, make sure to communicate that in your email. Mack Weldon uses the welcome email to talk about premium materials and smart design of their products and the email ends with them linking the popular product categories.

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Highlight the values of your brand

What are the key values that set your brand apart from all the other brands? Highlight what makes your brand special to help the customers feel more connected. Tracksmith’s email is a great example of this done beautifully by sending a short email that talks about the brand’s beliefs and values.

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Welcome email 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 Welcome 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.