Welcome emails play a crucial role in setting the tone for an e-commerce brand's relationship with new subscribers or customers.
Your welcome email branding and messaging need to be spot on because that first impression determines whether the customer will continue to engage with you or not.
Do it poorly, and you could turn off subscribers and lose customers. Nail it, and you could woo customers into a deeper relationship with you, which will lead to more purchases and delighted loyal customers who enjoy buying from you.
So, you must craft your welcome emails with utmost care.
In this post, we will define welcome emails and provide examples you should emulate.
Let's get to it.
A welcome email is the very first interaction between your business and a new subscriber or customer. Often, it's part of a series of your nurturing email sequence.
Welcome emails can boost conversions in three ways:
Overall, studies show optimized welcome emails bring in 320% more revenue than promotional emails.
Welcome emails come in different shades. You can use your initial message to your customers for:
In this email, you are wanting new customers to complete a task quickly. In most cases, the task is simple. Like asking customers to follow your store on social media or whitelisting your email address.
Pink Lily uses a quick-action welcome email by asking you to follow them on their Instagram account.
Value sell emails strengthen your relationship with current customers. They aim to keep existing customers by either delivering content, showing them your products' benefits, or displaying other products in your store.
For example, women’s clothing store, Loft, showcases their “most loved” looks in a welcome email to help potential customers discover all of the different outfits and accessories they can put together.
The email isn’t trying to quickly make a sale, but rather delivers beneficial, engaging content.
Close emails are designed to entice prospects to buy from you. Their goal is to get potential customers to buy something quickly. Many times, these emails will offer an exclusive offer or a discount for new customers.
Cutter & Buck uses the close method by offering their new customers a discount to encourage them to make a purchase.
Another example of a well-constructed welcome email is from a high-end backpack manufacturer, Kelty.
Iglu Ski, a U.K. travel agency that specializes in ski vacations, has an excellent welcome message that’s worth talking about.
For an intriguing welcome message look no further than men's outwear brand Huckberry. Huckleberry utilizes a hero image as a way to captivate the customer’s attention.
Cosmetics retailer Lush knows a thing or two about crafting a winning welcome message.
Premium watches, sunglasses, and accessories store MVMT have a commendable initial email.
Fashion brand Ralph Lauren also knows how to do effective welcome emails.
Camping stove company, Solo Stove, stands out with its welcome email by detailing their shipping and return policies.
Allbirds, a New Zealand-American footwear company, has a welcome email deserving of praise.
Birchbox, a New York City-based monthly subscription service, has another admirable welcome email.
American travel retail company Away Travel has a perfect welcome message.
A welcome email that gets results doesn't happen by chance. It takes meticulous planning, design, and audience-centered copy. Good copywriting is at the heart of successful welcome emails as Loganix points out:
"E-commerce welcome emails require specificity in copywriting: matching the message directly from the content where they signed up to the welcome email ensures they convert and lowers your unsubscribe rate."
That said, let's see how you can write welcome emails that pack a punch.
People don't buy generic goods. They are attracted to one-of-a-kind products. For prospects to pick your product from the countless options out there, you must position it, so its uniqueness shines through.
What better chance to do that than in your first message to new subscribers?
Personalization is more than using subscriber's names as a greeting.
It also means using a conversational style, so your audience warms up to you. Plus, send emails as a person, not a distant brand. And stick to a consistent brand style and tone across channels, so users can recognize it whenever they interact with your business.
It's important to send your welcome email right after customers sign-up or buy. Why?
The experience is still fresh, so:
You’ll need someone on your team to help you manage the tools you’re going to use for your welcome email workflows. Use a password manager to make it easier for them to access these tools without having to share your login information.
Use your welcome email to spell out what subscribers should expect from you. Things like:
Here's the thing:
You don't write emails for fun. You write to them to drive a specific action. Maybe you want your audience to:
Whatever it is, present your CTA with clarity, so that your audience knows exactly what you want them to do.
What do you look at once you get an email from a brand? If the guess is right, you probably pay attention to two things: The sender and subject line.
The reason being, you want to confirm whether the email is from someone you know before you decide to click on the email to read their message.
The same applies to your subscribers. Set up emails under your website domain to increase legitimacy and trust rather than using a standard “gmail.com” address.
As a business owner, you're also familiar with how crucial subject lines are to getting business emails opened.
To win your subscribers' hearts, avoid generic subject lines such as “Your subscription has been confirmed.” Get creative. Come up with something more intriguing to pique the interest of your audience. However, when in doubt, lean towards clarity, not cleverness.
Templates are handy for creating welcome emails. So the sooner you learn how to set up an email template, the better it is for your business. Email templates can you achieve the following:
Now that we have explored all the intricacies of a solid welcome email, it's time to create one. Everything revolves around 3 key themes:
Every brand has a story.
When someone crosses paths with your brand for the first time, it's natural for them to want to know more about your store. Most online users will find your brand for the first time from organic search or other affiliate websites promoting you.
Business exists to sell something.
What better moment to showcase your most popular products than when a new subscriber joins your list or when they buy your product for the very first time?
Don't miss this awesome opportunity. Strike while goodwill is at its highest.
Everybody loves a good deal.
Offer new customers just the right deal and incentive. The result? They will soon be back to your store, doing what people love doing: Shopping before the sweet deal expires.
Welcome emails are a big deal for e-commerce brands.
Done right, they can kickstart a long-lasting relationship with people who trust you enough to give you access to their guarded inboxes. Handled properly from the onset, this relationship will grow. It will produce loyal customers who always rally behind your brand and buy from you repeatedly.
So give new subscribers the red carpet treatment, they will reward you handsomely with their first purchase, loyalty, and referrals.
Beatriz is a Small Business Content Marketing Specialist at BigCommerce and the fashion and lifestyle influencer behind The Letter Bea, an Austin, Texas based blog. She holds a B.A. in Communication and Sociology/Anthropology from Lake Forest College and specializes in e-commerce, marketing and merchandising strategies, influencer and branding work, and social media. When she's not curating content, Beatriz loves to travel the world, share her journey with Type 1 Diabetes, and find Austin's most Instagram friendly spots.