Welcome Email Best Practices to Help You Roll Out the Red Carpet

Welcome Email Best Practices to Help You Roll Out the Red Carpet


Ready to gather some welcome email ideas?

Email marketing is one of the most effective channels out there for generating customer loyalty and making sales. According to Campaign Monitor, email generates approximately $44 for every $1 spent. What’s more, you’re 6 times more likely to get a click-through with an email campaign than you are to get engagement from a Tweet.

Email is the backbone of customer retention. By giving you an accessible way to connect with your customers and nurture deeper relationships, email can transform prospects into leads and leads into brand advocates. Email subscribers are 3 times more likely to share your content on social media.

A welcome email is one of the most valuable messages you can send, generating a 91.34% open rate and 26.90% CTR. With welcome email best practices, you roll out the red carpet for your audience and kindle the fires of a robust future relationship.

So, how do you get started?

What Are Welcome Emails, and Why Are they So Valuable?

Welcome emails are often a component of a greater series of onboarding emails. They’re the first form of communication you’ll have with a current customer or potential shopper. Some businesses send welcome emails when their audience signs up for a newsletter. Others use welcome emails as a “Thank you” after a buyer makes a purchase.

On average, welcome emails deliver 320% higher revenue results than any other promotional email. There are 3 main reasons why they’re so valuable for your business:

  1. The Attention Bonus: If your customers have just bought a product or signed up for a newsletter, then they’re still in engagement mode. This may be why the read-rate is much higher for welcome emails than for most commercial messages.
  2. The Expectation: Customers are expecting some kind of response from a business when they sign up for something. It’s an excellent opportunity to show your audience that they didn’t make a mistake by joining your community.
  3. The Potential to Gather more Data: With a welcome email series, you can potentially gather more information about consumer preferences and expectations, to improve your personalization efforts.

The following welcome email best practices will ensure you get the most out of initial interactions with customers.

1. Set the Right Tone (Fast)

First impressions make a difference.

Email marketing drives more conversions than any other marketing channel, but only if you have the right relationship with your customers. Start the conversation off on the right foot by thanking your audience for joining you.

Many of the best welcome email examples focus on making customers feel like a valued part of the tribe. For instance, in this example from "Hurray You Joined the Team" Welcome emailAsana, the company highlights the benefit of using the software, while welcoming new customers into the team.

Remember, the tone isn’t the only thing you’ll need to consider with your welcome email ideas. It’s also worth noting that 74% of consumers expect emails as soon as they subscribe. Time is of the essence. Send your welcome emails promptly.

2. Personalize the Message

It’s the era of personalized email, and no company can afford to miss out. Personalized emails deliver anywhere up to 6 times higher transaction rates. To make your clients feel special during your welcome email, remember to act for a little information on the signup sheet. A zip code is excellent for brands that can target their messaging based on location.

If you don’t want to scare people away from your lead magnet with too many questions, you could always ask for additional data in the welcome email itself. For instance, when Airbnb sends out their welcome emails, they guide customers through the process of setting up their account. This includes an introduction to completing your user profile.

This profile information then guides the personalized content that Airbnb sends in the future.

Airbnb "Fill out your profile" email

3. Set Expectations and Keep Your Promises

When it comes to welcome email best practices, there are few things more important than keeping your promises. Customers want to engage with businesses that they can rely on. If you promised your users that you wouldn’t send them any annoying spam, make sure that you only deliver insightful, engaging content. If you lured a customer onto your email list with the promise of a free trial or download, give it immediately.

It’s also worth setting some guidelines for what your customers can expect from their relationship with you. 57% of email subscribers spend between 10 and 60 minutes engaging with their inbox each week. Make your email feel familiar with the same “From” name, a consistent style of copy, and a unique appearance.

Here’s how Uber builds the foundation for connections with new customers and delivers on its promises straight away.

Uber free ride welcome email

4. Work on Your Subject Lines

Subject lines are some of the toughest parts of any email strategy. We know that the best welcome email ideas use personalized subject lines, as they’re 26% more likely to be opened. It’s also a good idea to keep your subject lines short and sweet, so your readers can see the value in your content fast. So, what else can you do to make your subject lines more compelling? One option is to use the 4 U model:

  • Unique: Make sure that your email subject lines stand out! If you have a younger audience, why not try using emojis to capture attention?
  • Useful: Embrace your subject line as a way of showing off the value in your content. Why should your customers read what you have to say?
  • Urgent: Encourage customers to act. Lines like “Time’s running out” embrace the idea of “FOMO” to drive positive consumer behaviors.
  • Ultra-specific: Include personalized, specific email in your subject lines. Don’t miss-label your content just to get click-throughs.

The subject line for this Grammarly welcome email is fantastic. “You + Grammarly = Ready for action” is quick, simple, and straight to the point.

Remember, testing the subject lines on your welcome email ideas is the best way to determine which strategies work best.

Grammarly "Write the Future" welcome email

5. Get the Structure Right

If you look at some of the top welcome emails on the market lately, you’ll notice that most of them don’t have a lot of text to read. There are reasons for this. On the one hand, people don’t have a lot of time to browse through vast amounts of information. On the other hand, around 53% of emails are accessed on mobile devices. People don’t want to read paragraphs of text on a tiny screen.

Work on a structure for your email that’s compelling, without being overly complicated. If you want help with design, you can use DIY tools like Canva, or PicMonkey.

Also, make sure that the purpose of each email is clear by keeping the copy simple and to the point. This copy might:

  • Communicate details about the brand with a link to your “About” page. Don’t share your entire story in the email; just a few key points.
  • Showcase store products: A link to your product page is excellent, combined with a few samples of your best-selling items.
  • Provide special offers: Show your customers that they can benefit from being part of your tribe with a quick money-off coupon.

Lush gets straight to the point with their content by using a quick paragraph over a hero image demonstrating their products. The text shows Lush’s personality, and the CTA link “Get to Know Us” allows customers to decide if they want to learn more.

Welcome to Lush email

6. Create Compelling CTAs

There are many reasons why companies create welcome emails and email marketing series. However, the most important job of your welcome email ideas is to convert subscribers into customers. According to studies, including a Call to Action button in your welcome emails can improve conversion rates by up to 28%.

Your chosen CTA will depend on the goals of your welcome email. For instance, if you aim to get people to learn about your brand, you might link to your “About” page. If you want people to read more of your content, you can link out to your blog and your social media profiles. A great option is to include a CTA that links directly to your products.

Hollister includes 2 CTAs in their welcome email, so that audience members can choose whether they want to check out “Guys” clothes, or “Girls” apparel.

If you’re going to make your CTA even more exciting, try interactive elements like countdown clocks, or animated GIFs. An offer like 10% of your purchase in the example above is another way to get people clicking as quickly as possible.

Hollister Discount code welcome email

7. Avoid the Spam Filter

When you’re working on your welcome email best practices, it’s crucial to ensure that you end up in the inbox, and not lost somewhere in the spam folder. Often, companies make the mistake of focusing too heavily on the offers they can give their customers. Although people love discounts and free things, words like 50% off and “free” can trigger the spam folder in a client’s email platform.

Stay away from potentially spammy terms that could give the wrong impression about your business. Instead, focus on making your client feel like an essential part of a new community. For instance, Eve Sleep’s subject line for their welcome email is a wonderful insight into how to connect with your customers.

“You’re part of the family now” makes customers feel as though they belong with the business. It also establishes the brand as caring and authentic. When you click through to the email, you’ll find plenty of details about the benefits of the product, including the ability to “wake up happy.”

Welcome to Eve email

Multiple Welcome Emails are Better Than One

Often, companies have a lot of information to share with their new subscribers. You want to show off your latest products, explain what your brand stands for, and share links to your social profiles. However, as most welcome email examples show, your messages need to be short and straightforward to remain effective.

A great way to get the best of both worlds is to transform your single welcome email into a welcome email series. This is usually a collection of 3 emails that build trust for your brand, and gradually deepens your relationship with your customer. Here’s what you might include in each stage of your series:

The First Email

61% of consumers prefer their favorite brands to contact them via email. Launch the beginning of a fruitful new relationship by sending your first email immediately after you get your subscriber’s email address. You can do this with automation tools.

Your first email should:

  • Confirm the sign-up to your email list. Use two-factor opt-in if you like to ensure you’re getting only the most engaged customers.
  • A thank-you message or welcome aboard note.
  • Insight into what your customer can expect now they’re with you.

InVision’s welcome email introduces you to the company with a quick video, then shows you what you need to do next (use the app).

Invision video welcome email

The Second Email

The second email in your series will usually come about 24 hours after the first. There are many things you can include in this message, but the aim is to remind your audience of your value and deepen the relationship. Often, it’s a good idea to:

  • Share social media pages where customers can become a more active part of the tribe.
  • Showcase your best-selling products or services.
  • Provide access to additional information about you.

Moo’s welcome email provides a £10 off code, information about the company, and links to an FAQ section, products, and account details.

Moo welcome email and discount

The Third Email

Finally, the last email in your series comes a couple of days after you deliver the second message. Here’s where you start to collect additional data about your subscriber so you can provide them with more personalized offers. You can also provide extra information about products they may be interested in.

Bath and Bodyworks introduce some of their best-selling products, while they’re getting to know more about their clients’ preferences.

Bath and body works welcome email series

Rolling Out the Red Carpet

Your welcome email is one of the first opportunities you have to begin building a crucial relationship with your customers. Using welcome email best practices like the ones above are your opportunity to make every message count.

Remember, set the tone of your relationship, share something valuable, and lay the foundation for future lead nurturing opportunities. You can also keep a close eye on your welcome email metrics to ensure you’re investing in the right strategies. Once the welcome is out of the way, you’ll be able to get to work on sending consistently great newsletters to a happy community of customers.



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