An average newsletter has a 20% open rate. But Welcome email has a much higher open rate — near 60-70%. You should use this opportunity on maximum!
The welcome email is a kind of your first date with a subscriber. Introduce yourself, tell about your product assortment or brand history, explain the uniqueness of your selling proposition. Probably it will be too much information for one email. Then you should create a welcome email series.
A welcome email is a key tool for the onboarding process. It should motivate the subscriber to take the next step — fill out a profile, visit a blog or online store, make a purchase. You need to understand clearly what kind of task should be performed by welcome email and reflect this idea in the subject line. For example, “Make the first purchase and take 20% discount”.