The welcome email is the most important email brands can send to new subscribers.
Yes, even more important than all the broadcast, targeted and triggered messages combined.
The welcome email is your best shot at converting new subscribers into customers — and longtime readers.
A well-designed welcome email hits these three notes:
- Provide subscribers with the value proposition you promised during the signup process (e.g. a 15% discount).
- Prompt subscribers to take the next steps in their journey, whether that’s creating an account, completing a download, starting a purchase or whatever your strategic goals are.
- Build engagement right away. Why wait to get the party started?
But not just any welcome email will do.
At this point, you might be thinking, “You don’t need to sell me on welcome emails. My ESP sends them out automatically as soon as subscribers confirm their email addresses. I’m covered, right?”
Probably not.
It’s true that a default welcome email is better than none. (We’re looking at you, MailChimp users.) But you can expect better results from a welcome email that is strategically designed with the look and voice of your brand, with content that tackles the three points listed above.
After all, that’s true email marketing.
Speaking of MailChimp, in the Email Gallery below you will see how two BigCommerce customers improved on MailChimp’s serviceable but ho-hum welcome email format. Let’s dive in!
More than half of brands are missing out
Statistics on how many brands send welcome letters vary. Most hover a few points above or below 50%:
- A 2015 Salesforce benchmark study found 42% of brands send welcome emails. Among those that do, 72% rate them as highly effective.
- Econsultancy’s 2017 survey of UK and U.S. marketers found 44% sent welcome emails – surprisingly, down 2% points from 46% in 2016.
- Among Internet Retailer’s top 100 ecommerce websites, 87% send welcome emails, and 49% percent of those brands send more than one.
It’s also worth noting that 3 out of 4 email subscribers expect to see a welcome email after subscribing.
Be there for them!
Welcome emails are a big deal
These stats (all averages) are from BigCommerce partner Soundest, showing what welcome emails can deliver:
- 45.7% open rate (compared to 18.8% on promo emails)
- 9.7% click rate (compared to 3.8% on promo emails)
- 1% conversion rate (compared to 0.17% on promo emails)
- 61 cents revenue per email (compared to 10 cents on promo emails). Revenue per email can go up to $3.36 on optimized emails.
Given the stats we’ve seen so far, I hope we can all agree that sending a welcome email is a no-brainer. In the next section you’ll find some tips and tricks to help you design a great welcome email and start making money for your brand via more loyal customers.
6 easy ways to optimize your welcome email
Follow these tips to add value to your emails and prompt subscribers to start engaging with you.
1. Send your welcome email ASAP
Real-time welcome emails drive up to 10X better results than messages batched and sent one day or even a few hours later.
Start communicating with your subscribers while you’re still top-of-mind.
Here’s an example.
- You land on their site
- They push you to sign up via an email to get an immediate discount (that you are encouraged to use in 60 minutes or less –– GENIUS)
- Then you get an immediate welcome email (with an additional ad on the side).
2. Include branded imagery
No disrespect to our IT colleagues, but they aren’t marketers. Default emails just state the obvious:
- “Your subscription is confirmed.”
- “You successfully created an account.”
By the way: Those are confirmation emails, not welcome emails. If that’s what you send to new subscribers, you’re not sending welcome emails.
People connect with other people, so your message should sound like one human being speaking to another. That’s what moves subscribers to engage with your brand (and, ultimately, convert).
Make sure your welcome email template plays nicely with your other email templates. And don’t forget to include imagery that is aligned with your website –– this helps reinforce your brand.
Here’s a great example from Tommy John. Note –– this is a WELCOME email. Not a subscription confirmed email.
3. Ask the subscriber to do something
It doesn’t have to be a big ask. In fact, it shouldn’t be. You don’t want to scare anybody off by asking them to fill out a preference form with more questions than a job application.
Invite subscribers to take the next step with you.
That might mean checking out your products or completing a low-hurdle request, such as answering a one-to-two-question survey (that will give you data you can use for segmentation and targeting).
The CTA should be totally on brand. We love jeweler Judith Bright’s call to action, in a gold-colored button: “Go Get Yourself Some Jewelry!” Irresistible.
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4. Track email behavior right away to ward off inactivity
Here’s how you keep subscribers from morphing into Zombies: Don’t wait months or years before putting them into a reactivation program.
Subscriber interest can wane within days or weeks.
Segment your new subscribers, and see who’s opening and clicking and who isn’t.
Resend the welcome email to anyone that didn’t open or click your first few emails –– or send a follow-up message asking if they’re having problems with the email or site.
5. Rename your welcome email to reflect the outcome you want
Secretly, you want your welcome email to do more than welcome subscribers. It should prompt them to take actions that will increase their value to you, such as buying for the first time or creating an account.
This means your welcome email could become a “first-purchase” email, or an “upgrade” email.
It doesn’t lessen the value of saying “Welcome to our fabulous email program.” But it forces you to think strategically about what you want this email to accomplish, and that will guide the email’s design and content.
Here are a few headline examples from the brands we’ve already covered above:
See a trend? This leads us to….
6. Deliver opt-in incentives and rewards in the welcome email
If you offer a discount, freebie or other incentive in exchange for the email address, deliver it in the welcome email.
Sorry for being cynical, but it’s too easy for someone to give you a fake or throwaway email address, grab the incentive from a thank-you page on your site, and split.
Use that page for your IT-approved success notice instead where you notify subscribers to look in their inbox for your special welcome email which will have important information and their goodies.
Here’s how NaturallyCurly.com does it:
5 Sample Welcome Letter Templates from the MailCharts Gallery
The MailCharts email database is full of great welcome letters from BigCommerce clients. You’ll find some of my favorite emails below, along with other hand-picked examples.
Note: You can click on any image to view the full-sized email.
1. Josie Maran Cosmetics
- Subject line: Welcome to Josie Maran Cosmetics!
- Sell the full email.
Why it works
This welcome email hits all the highlights. The subject line greets the new subscriber, and the preheader (“Take 10% Off Your Next Purchase”) reinforces the incentive and CTA inside the email.
The copy states the company’s values and competitive differences, and it has an arresting image. Plus, it sends the subscriber back to the site with the 10% discount and clear CTA button.
Want to see the difference between a welcome email and a confirmation email? Here’s the first message Josie Maran Cosmetics sent (this is a confirmation email):
- Subject line: Thanks for Registering at Josie Maran Cosmetics
- See the full email.
2. Kelty
- Subject line: Welcome to Kelty
- See the full email.
Why it works
The images feature people using the products in ways that subscribers understand and may even aspire to. Maybe you can’t climb Kilimanjaro, but you can hike up a hill and hang out with your buddies in comfort.
We also like how the email links to the blog at the end, for people who aren’t ready to shop.
3. Iglu Ski
- Subject line: Welcome to Iglu Ski
- Sell the full email.
Why it works
Here’s an action-oriented welcome message!
It spends a little time greeting newbies and then gets right down to business, combining great images with links to the key locations on the website. We also like including email and phone contacts, too.
4. Four in the Bed
- Subject line: Four in the Bed Online Customers: Subscription Confirmed
- See the full email.
Why it works
We like how Four in the Bed customized the standard MailChimp welcome email format with their own logo, copy that reflects the brand voice and value and incentive delivery.
Note: One issue we have with MailChimp’s template is how prominent the unsubscribe button is. If you use MailChimp, put your call to action in a button that’s more prominent than the unsubscribe button.
5. Musto
- Subject line: Your Welcome Gift Awaits
- See the full email.
Why it works
This is a triple-duty welcome email.
The socko subject line kicks it off (not just “Welcome to …”). The gift code is easy to remember, which reduces shopping friction. The email aims to build community, not just mentioning “community” in the copy but also showing most faces in the images looking directly at the recipient. That’s welcoming!
Over to you
After you tune up your welcome email using the tips and examples I shared here, keep the momentum going. Think about taking your welcome email program up one more notch. Expand it to a full onboarding series –– a triggered series of emails, each with a unique purpose.
If you’d like to learn more about MailCharts –– and how we take the hassle out of email marketing planning and research –– visit our website or drop us a note. We’ll be happy to answer your questions or walk you through a demo of our app.
Need more email inspiration? Visit the MailCharts blog to find more great email examples and ideas.
FAQs
How do you write a welcome email to a new client? ›
- Create a readable format. ...
- Write a constructive subject line. ...
- Express gratitude to new clients. ...
- State the company's value proposition. ...
- Address the email from an actual person. ...
- Use a friendly, conversational tone. ...
- Provide expected resources or items. ...
- List the next steps in the process.
We recommend that your welcome email series have at least two emails: An initial welcome email and an invitation to connect further. If you're feeling ambitious and want to learn more about who your new subscribers are, you can add a third email to your welcome series to get to know your contacts better.
What makes a good welcome? ›Greet your clients.
Acknowledge clients as soon as they walk in the door. If you can, address them by name. If you are on the phone or busy with another client, make eye contact and smile. As soon as you are able, greet them verbally with a high-energy handshake and a smile.
The Best Email Subject Lines for Sales
You've got three seconds to entice the reader, so keep subject lines short, and avoid spammy words like 'sale', 'specials', 'free', and 'tempting'. Your subject line should be personalized and relevant.
- Include a subject line.
- Write a strong opening line.
- Include helpful body copy.
- Add a CTA in the closing copy.
- Add a professional signature.
- Personalizing using the prospect's name.
- Personalize around the Buyer Personas.
- Personalize based on Trigger Events.
- Personalized Email with a Compliment.
- Personalize around Prospects' Interests.
- Personalizing around their Existing Technology.
- Personalize with a Relevant Visual Representation.
How to Make an Email Welcome Series in Klaviyo - YouTube
What is a welcome flow? ›A welcome series email flow is a series of emails that are sent to new subscribers after they sign up for your email list. The purpose of a welcome series is to introduce the new subscriber to your brand, build trust, and foster a relationship.
What is a hearty welcome? ›warm-hearted; affectionate; cordial; jovial: a hearty welcome.
How do you write a good welcome letter? ›- Write the greeting. If you're writing a new customer or client welcome letter, start with your company's letterhead, followed by the date and the recipient's address. ...
- Start the body of the letter. ...
- Personalize the letter. ...
- Include important information. ...
- Conclude your letter. ...
- Sign off.
How do you use warm welcome in a sentence? ›
- Visitors are easily recognized and given a warm welcome. ...
- It is the coldest day of the year and there is no warm welcome in the bedroom as the sash window has been left open. ...
- Politicians gave the plan a warm welcome last night.
“Welcome, [name], we're proud that you chose to join our team. We were thrilled to find someone with your abilities, ideas and great attitude.” “We're so happy to have you on our team, [name]. We're pleased you decided to join us, and we hope you'll come to us for help when you need it.
How do I end a welcome email? ›Conclude with a call-to-action.
You should wrap up your welcome email with a call-to-action that entices customers to begin the onboarding process. After you've demonstrated your company's values and explained how you're going to help them achieve their goals, customers will be eager to get started.
Your welcome email—or a series of welcome emails—can help your brand make a solid first impression with new subscribers. A “good” first impression in the email world involves introducing new subscribers to your brand's mission, values, products, services, and overall message.
How you sell your product to customer? ›- Approach the sale with an attitude of curiosity. ...
- Confirm your understanding of the prospect situation. ...
- Present your solution based on exactly what will solve their concerns. ...
- Gain commitment by ensuring your prospect knows what the product will do for them or their business.
Dear [name], This is [your name] from [company] and I'm contacting you to introduce our latest [service/product or a new release]. [Company] has been in the industry for over [XX] years and we already generated value to companies by: [address a pain point]
How do I create a custom email template? ›- Open Gmail and click Compose.
- In the Compose window, enter your template text.
- Click More. Templates.
- Choose an option: To create a new template, click Save draft as template. Save as new template. ...
- (Optional) To send an email, compose your message and click Send.
- Use a GIF.
- Reference their LinkedIn.
- Engage with them on social.
- Write a clever subject line.
- Call out someone who works at their company.
- Be humorous.
- Provide choices.
- Revamp your email signature.
- “I'm shy, please come say hi.” ...
- A name is worth a thousand conversations. ...
- Highlight something that makes you unique. ...
- Start with a pop culture reference. ...
- Confess your nickname. ...
- Let the way you dress reflect who you are. ...
- Make a T-shirt. ...
- Make a “business” card.
I'm [Your Name] and I'm the new [job title] here. Since I know we'll be working together on quite a few different projects, I wanted to reach out and briefly introduce myself. I'm super excited to work with you all and am looking forward to meeting you personally during our upcoming meeting on [date].
What is a warm introduction? ›
A warm introduction is when someone an investor knows introduces you to the investor. Usually, the introducer (referrer) is a startup founder.
How do you introduce yourself as a salesperson example? ›Hi [Name], My name is [Your Name], and I'm [Your position] at [Your company]. I recently met up with [Common acquaintance name] who shared some of your impressive marketing ideas. I think your approach would be a perfect fit for my company.
How do you write a sales introduction? ›- Lead with a shared interest. ...
- Evoke curiosity with a suspenseful introduction. ...
- Use social proof to establish credibility. ...
- Press the compliment button. ...
- 11 video types to drive growth with video marketing for business.
- Address the client by name, so they feel valued as a client.
- Specify some information about the client, such as their purchasing and their future goals.
- Let the client know how best to contact you.
- Invite the client to discuss their relationship with you.
- Morning! I don't think we've met before, I'm Aryan.
- Hey there! I'm Surya. I'm new—I just moved to the building a couple of days ago. ...
- Hi Amy. I heard it's your first day so I thought I could reach out and introduce myself.
Write a first-person letter introducing the new sales representative to this active client base. Emphasize the salesperson's background, relevant credentials and professional achievements. Provide examples of his ability to provide excellent customer service and help clients achieve their company goals.
How do you introduce sales and marketing? ›Marketing and sales management deal with an understanding of customer needs. It includes the response to them through the development, production, and sales of goods and services and the impact on customers' needs following the strategic purposes of the organization.
What is nice stand for in sales? ›N.I.C.E. = Nothing Inside-me Cares Enough. This is a sales strategy to help you with your conversion rate.
Which of these is the best introduction sentence for an introduction email? ›I want to introduce myself to you all and take this opportunity to express how excited I am to be joining the company at this point. Please feel free to contact me if you would like to get in touch. I'm looking forward to getting to know all of you and working together.
Which of these is the best introduction sentence for an announcement email? ›Begin your email by greeting your recipients and introducing the announcement. Add your company's name or logo at the top of the email or in the first sentence to let readers know who's sending the announcement. It's also important to introduce the subject of the announcement in the first two sentences of the email.
What is a good subject line for an introduction email? ›
Address your subject line to a person's name
Be personal in your subject line by using the recipient's first name. This shows the reader that you're sending a personalized note and that you're not just sending out mass emails. Recipients are more likely to open an email if they think it comes from someone they know.