Welcome Email Examples to Engage Your Subscribers

First impressions are powerful, and that's just as true when you're marketing your brand as it is when you're getting dressed for a job interview or getting ready for a first date. When you send a welcome email to new subscribers, that email is a first impression and a first step in creating a strong customer relationship, so it's imperative that you get things off on the right foot. A welcome email campaign can start to build credibility and loyalty, showing benefits long past that initial message.

What is a welcome email?

A welcome email is simply the email you send to people when they first subscribe to your email list. These emails are usually brief and straightforward but they serve several purposes: confirming for subscribers that their sign-up was successful, giving a warm welcome to new subscribers, and building on subscribers' excitement about your business by telling them what they can look forward to from your emails so that they stay engaged with your brand.

Examples of great welcome emails

Brand introduction

One approach you can take to your welcome email is to use it to introduce the subscriber to your business. Give them an overview of who you are, why you're a fantastic partner for them to have, and why they'll love being a subscriber and customer. One grocery chain does this well by giving new subscribers a peek inside the store, complete with photos and an explanation of the symbols used on their signage.

Welcome discount

A discount code is a great component to add to your welcome email design. Welcome emails with offers can boost revenue by 30% per email compared to welcome emails without offers. Try sending a simple discount code that thanks the reader for subscribing and prompts them to shop the site, alongside a brief elevator pitch introducing subscribers to the brand's core product.

Product introduction

You can also take a more detailed approach by offering an overview of your core products, introducing the subscriber to what you have to offer while attracting their attention and enticing them to click through and shop. A simple single-column layout listing a handful of popular products, each with a photo, description, and CTA button, works well here.

Free gift

Customers can unsubscribe from your mailing list just as quickly as they subscribed, so it's important to keep them engaged from the start. One way to do this is to reassure them that they've made the right choice by welcoming them with a free gift, alongside other perks like sneak peeks at new items. It's also best not to wait too long to send a welcome email — send it as soon as somebody signs up, while your brand is still on their mind.

Social proof

Showcasing that other people are using a product is a great way to encourage new customers, tapping into the idea that if that many people use something, they must be enjoying it. Including a user statistic alongside a bulleted list of features and benefits is one effective way to bring this to life in a welcome email.

Getting to know you

Your welcome email doesn't just tell subscribers about your brand, it can tell your brand about subscribers too. When you strategically use your welcome email to ask for more information, like a pet's name and birthday for a pet brand, you can better serve your new customers and segment future emails based on what you learn.

Confirmation

A welcome email doesn't have to be overly detailed and complex. In fact, a simple, straightforward design with plenty of white space allows your subscribers to take in your core message without being distracted by other information, while an animated graphic near the top can still bring energy to the design.

Community oriented

Your welcome email is an introduction to your brand, so it's an excellent place to let subscribers know where they can learn more about you. Featuring your social media pages and linking to them encourages the subscriber to become more invested in your brand and be part of your community.

Value oriented

When a customer subscribes to your mailing list, you get a more engaged customer who will see your brand routinely. You can answer the question of what's in it for them by listing out the perks and value the subscriber is getting, encouraging them to stay subscribed and open your emails when they come in.

Exclusive access

Everyone wants to feel special and feel like they're part of something unique. You can give subscribers that validation by making them feel like they've joined an exclusive club, using messaging and imagery that makes subscribers feel like elite insiders, then guiding them toward a next step like shopping with a discount code.

Limited time deal

The subscriber is already engaged enough to sign up, so you know they're interested in your brand, making this the perfect time to offer a discount to encourage them to shop. Creating a sense of urgency, like a coupon valid for one week only, makes customers want to shop and save right away before they miss out.

Welcome email best practices

Put thought into your subject line

Your subject line should be appealing and eye-catching but it should also make the intention of the email clear.

Simple is best

You want your welcome email to go out as soon as possible after a customer subscribes, ideally with automation that triggers the welcome email immediately when a new customer subscribes, capitalizing on their engagement and interest in your brand at that moment.

Consider a series

You could start with an immediate email that confirms the subscription and gives a discount code to shop. A day or two later, follow up with a more thorough introduction to your brand or site features, and another follow-up could encourage further interaction by highlighting your social media pages.

Personalization is king

You might have one design for the core of your welcome email but add personalized product recommendations or content recommendations at the bottom based on what the subscriber has viewed on your site. This both prompts the subscriber to shop and makes the email feel more relevant to them.