12 Examples of Effective Welcome Emails to Boost Engagement

Welcome Emails and Examples of their Design

Welcome emails are the second emails a user receives (after confirming the subscription). Subscribers open welcome emails more often than any other bulk email. The average open rate for a welcome email is 50%. Don't miss this chance to get more conversions and tell the audience about yourself!

Welcome emails are sent to the subscriber automatically and immediately after subscribing/registering. It can be one or more emails (a series of emails), the purpose of which is to convert the subscriber into a buyer or reader of a newsletter.

Welcome emails are designed to help:

— build relationships with a potential client;


— learn more about their interests and preferences;


— answer the most popular questions and objections;


— dissociate from the competitors;


— motivate the subscriber to be an active reader of the newsletter and, if possible, a buyer.

Well-written welcome emails provide the subscriber with what was promised during the registration (a discount, a bonus, etc.); prompt them to what they can do next (for example, visit a specific section of the site, download a guide or an application), engage the subscriber to see and maintain their interest in the brand, and learn more about the subscriber's preferences. That is, they provide the necessary movement for the business along the sales funnel.

Whether or not you build a series of emails or send just one (it is up to you), keep in mind the following points; they are essential, and you shouldn't forget about them:

1. Never forget to say thank you. It's not only about good manners; it's just an essential point when you work with welcome emails.
2. Introduce yourself. There are no second chances to make a first impression. Tell about your heritage, what sets you apart, and what your brand stands for.
3. Get to know your subscribers and potential customers. Ask them some questions, but don't overdo it with information. Remember that you can always get the non-essential stuff later.
4. Give them REAL reasons to buy, renew, or stay connected. It's important to show and prove that you're better than the others.
5. Name your unique selling points (USPs).

Creating a Template

The content and structure of the email must be tailored to the specific purpose of your mailing. There are general recommendations that should be followed.

1. A sender's signature, subject, and preheader. These are the elements that help the recipient recognize your company. In the column "From whom" you need to indicate the name of your business, then you should write the subject and preheader — text that goes after the title. The subject should be engaging and intriguing. Try to put gratitude and curiosity into it: "Thank you for signing up email." "We're glad to see you on board. What awaits you next?". Remember that this "thank you for subscribing email" is very important. The preheader gives a general idea of the content, removes suspicions of spam, convinces people to open your email. Keep it short and informative.
2. The greeting itself. Start your email with the greeting words "Hello!", "Hi!", "Good afternoon!" observing common decencies.
3. A short story about your company. Share the primary information about your business with an emphasis on specific benefits. Explain how the subscriber will benefit from the newsletters, give the opportunity to choose their frequency and topic.
4. A quick guide to your site. Place banners with main product categories (if you sell something), sections of your blog (if you keep a blog), insert links to main sections, a home page, sales, promotions, bonuses, etc.
5. Bonuses. Invite a potential customer to visit your site and purchase a product/download an app or ebook using discount coupons that are given as a gift for a subscription. Emphasize the limited time of your offer.
6. Calls to action (CTA). After reading your email, the recipient must clearly understand the algorithm for further actions. Offer them to buy a product at a discount, read blog articles, browse the catalog. But don't overdo it. Ideally, there are 1-2 CTA elements per message.
7. Social media icons. If your company actively maintains pages and groups in social networks, make buttons with links to go to the profile. Social networks will serve as an additional communication channel and an effective tool for collecting your customers' data.

‍Here you can download a ready-made HTML template of a welcome email with promocode for new subscribers. You just have to add your logo, correct the content and send it.

The Best Examples of Welcome Emails in 2020

Let's take a look at the best welcome emails that have done their job perfectly.

Brighton

The purpose of this welcome email is to show your gratitude and appreciation.

It is essential, we assure you. Marketers spend time creating emails, they are also constantly looking for new ideas to impress customers with emails, and trying to make them fall in love with their brand. Subscribers only have to open and read these emails.

But if we look at the situation in a different way, we will see that clients share their personal data with us and trust us to send fresh and interesting information to them. Please don't forget to show your sincere respect to your customers!

Chubbies Shorts

The purpose of this welcome email is to present the brand in all its glory. A welcome email sets the tone for your customer relationship. Be yourself and show your best in the first letter. Plus, your style is probably exactly what your subscribers want to see when they open your first newsletter.

Havenly

The purpose of this welcome email is to tell the story of the brand.

People register on a website or subscribe to newsletters because they learned about the brand from friends, visited an offline store and left their email address, or simply saw an advertisement on the Internet. However, they may not know anything about your company. By reading your brand story and getting to know you better, they feel closer to you and more likely to trust you.

Monica Vinader

The purpose of this welcome email is to introduce the CEO of the company to the client.

There are many ideas for a welcome email: share brand information, say "thank you" to customers, etc. Monica Vinader came up with another great way to welcome new subscribers — she added her photo to the welcome email, then reminded again what products her company sells, and finally, she shared the information about what has inspired her to create and produce jewelry. Her signature is very catchy as well; it's hard to forget it.

Lamborghini

The purpose of this welcome email is to make customers feel special about themselves. In addition to sending welcome messages on behalf of the CEO (although maybe your company actually does it in person), you can apply additional personalization. There are many levels and ways to implement them. For example, most companies simply ask for the customer's name. But some of them, like Lamborghini, ask for first name, last name, and gender.

M&M's

The purpose of this welcome email is to collect data about customers and their preferences.

To make your newsletters useful and relevant to your readers, you need to know their preferences, age, gender, geolocation, and other data. Then you just need to personalize your offers based on these data. This famous "red guy" offers to share information. And he does it in a very friendly way and in the welcome email!

Gmail

The purpose of this welcome email is to provide customers with instructions.

It would seem that we know everything about Gmail. But in reality, there's still plenty to learn about it. Gmail is always up to date; that's why you will receive an email with a video tutorial on how to get the most out of your inbox after signing up.

Uber

The purpose of this welcome email is to remind new customers that they made the right choice.

Let your clients know how they will benefit. Remind them what they can expect from working with you. Give them confidence that the step they just took is right. Another good thing about this particular example is that Uber complements each of the company's statements with images that serve as evidence.

Magnolia Home

The purpose of this welcome email is to attract potential customers to your brand.

What can help you attract potential subscribers, turn subscribers into customers, and one-time customers into regular customers? And how do you convince them that you are worthy of their trust (and shopping)? Yes, a special coupon will help you. Note that you shouldn't share any coupons or bonuses in confirmation emails.

Amazon

The purpose of this welcome email is to provide a subscriber with client instructions for managing order tracking, payment methods, mail settings, and content types. This kind of welcome email works really well.

BBC

The purpose of this welcome email is to inform subscribers about the frequency and content of the campaigns.

The BBC is an excellent example of the perfect welcome email. In addition to the message that they will receive emails on Mondays, there is also an option for subscribers to configure what exactly they will receive.

For more welcome email examples, we highly recommend checking ReallyGoodEmails and EmailsFresh.

Customers who receive welcome emails are more likely to make contact and engage with the brand longer. But it's important not to cross the line between helpful advice and intrusiveness. To ensure that your welcome chains are highly responsive, remember the basic rules: fast submission, personalization, brevity, and meeting expectations. Be friendly and welcoming to every customer. The right engaging emails will warm up leads, increase sales, and build loyalty to your business.