Iuliia Nesterenko

Technical Writer

Engaging Welcome Emails: Best Practices with Great Examples

«You never get a second chance to make a first impression».

Will Rogers

Everybody knows that the first impression counts the most. That’s why we don’t show up late for an important meeting, don’t eat fries with garlic before a first date, and bother to iron our whitest shirt for a job interview.

The same diligence should be applicable to welcome emails as well. You’ve put a lot of effort to gain your subscriber’s email address, and now your task is to meet their expectations with the very first email.

How Well-Thought Welcome Emails Can Benefit Your Marketing Efforts

1. A welcome email is a great tool to introduce your company to a new customer. Based on it, people unaware of your company can get an idea of how your business is managed. A clear friendly email with a piece of useful and relevant information implies that further interaction with your company would be as friendly and beneficial.

2. It sets the tone of your further communication and tells the customers what kind of content to expect in your campaigns. People are more likely to open an email knowing they won’t waste their time on poorly designed pieces of information.

3. In a automated welcome email, you can offer your subscribers to choose message frequency, the format of the text, the message length, and the topics they’re most interested in. By doing so, you reach two goals: let your readers know your value their opinion and collect additional information for more accurate targeting.

4. A small discount included in a welcome email, be it a free download, exclusive offer, promo code or a research report can show your subscribers straight away what a good choice they’ve made by joining your team. And the more relevant and useful your deal is, the more chances people would want to share such a finding with their friends.

5. You can launch an automated welcome email series and include in it a number of welcome emails that will each fulfill a different purpose: for example, thank your subscribers for joining you, introduce your team, and offer people some bonuses for linking you on social media.

Great Welcome Email Examples and What to Learn from Them

A well-known Asian proverb says it’s better to see something once than to hear about it a thousand times. So let’s have a look at how different brands have managed to come up with awesome welcome email design, and what we can learn from them.

  • Thank your subscribers.

Your subscribers trusted you and proved their trust by sharing their personal information, an email address at least. A brief friendly thank you is the easiest yet utterly effective way to demonstrate you appreciate their trust.

Thank you in a welcome email

Learn to Write Engaging Welcome Emails


  • Let them know now they’re part of the family.

Human beings are social animals who want to be in the company of friends and likeminded people. Using in your welcome emails such words as Family, Crew, or Team, you set the idea for your subscribers that they have become a part of something big rather than simply confirmed a subscription.

Introduce your team in a welcome email

  • Let them know what to expect from your campaigns.

There’s no need to include a massive description: a well-written sentence will let people know what to look for inside your campaigns. A non-formal style and a friendly tone are more than welcome.

Set expectations in a welcome email

  • Give people more options to reach you.

Invite your subscribers to follow you on social media, read your blog or check out a YouTube channel. The more channels they have to engage with you, the better: people who don’t like long blog articles may opt for more entertaining Facebook format, and video fans are more likely to join you on YouTube.

Provide options in a welcome email

  • Describe your benefits.

Tell your customers how they can make the most of your company: describe all the services and reward programs that make a subscription to your campaigns differ from other similar offers.

Describe your benefits in a welcome email

  • Share original content.

A short interesting story, recipe description, a piece of infographics with useful stats, a couple of free images, a funny GIF or video - make your subscribers anticipate for your next campaign.

Share original content in a welcome email

  • Ask people about their interests.

Show your subscribers you value their opinion. Offer them to fill in a little survey or answer a couple of questions: when (morning, noon, evening, weekends) and how often your readers want to receive your campaigns. Ask them to specify the topics they’re most interested in so as to compose more relevant offers.

Ask about interests in a welcome email

  • Consider taking advantage of emoji.

According to the 2019 Adobe Emoji Trend Report, 64% of users are more likely to make a purchase via an emoji, and 51% are more willing to comment on social media posts that use emojis. So why not include a smiling face or two to emphasize the idea that your campaigns can make people happier.

Use emoji in a welcome email

  • Introduce your team.

People are more likely to read emails when they know there are real humans behind them. Besides enumerating the advantages your business has over other companies on the market, enumerate your team members who are going to help take advantage of these benefits.

Introduce your team in a welcome email

  • Tell your story.

Don’t be shy to tell about your achievements. Has been shortlisted for A Startup of the Year Award? Regularly participate in local charities? Run free workshops for college students? Your customers deserve to know what makes your company the best option to follow.

Tell your story in a welcome email

  • Give useful advice.

Sum up the key moments that may help use your service in the most beneficial way. Instead of just saying “Hey, buy our products,” say “Hey, this is how our products can help you succeed.”

Give useful advice in a welcome email

  • Show how you can simplify everyday routine.

If you have an app that can contribute to the convenience of your service, don’t forget to mention it in your emails.

Show how you can simplify everyday routine in a welcome email

  • Offer a gift.

Reward your subscribers for sharing their address with you. A small bonus or promo code won’t cost you a fortune but will show your customers why communication with you can be beneficial.

Offer a gift in a welcome email

Composing a great ecommerce welcome email for your customers is a kind of art, but make no mistake - the effort is totally worth it. From promoting your brand recognition to increasing the ROI, a well-thought welcome campaign can be transformative for your business. Understand the needs of your audience, pick up the right tone, provide valuable content and prove one more time your readers have made the right choice by subscribing to you.

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Iuliia Nesterenko

Technical Writer

A technical (but still very creative) writer at eSputnik with a strong focus on design, current digital marketing trends, and new solutions for email automation.

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