I talk about welcome emails quite a bit here on the Emma blog, so there's a decent chance you're already acquainted with my “Why are you not sending a welcome email?” spiel. It generally includes stats like these...
• The average open rate for welcome emails is 50%, making them 86% more effective than email newsletters.
• 74% of new subscribers EXPECT to receive a welcome email.
• Welcome messages typically have 4 times the open rate and 5 times the clickthrough rate of other bulk mailings.
• Subscribers who receive a welcome email show more long-term engagement with a brand—33% more, on average.
The takeaway here? Automated welcome emails have become non-negotiable for any brand hoping to get results in the inbox.
But like eating vegetables every day, just because you know you should be sending a welcome email doesn’t mean you are. So to get your creative juices flowing, here are nine fantastic campaigns you can use to inspire your own welcome email (or make your current one even better).
Here, Madewell does a fantastic job making their new subscribers feel special: They highlight the exclusivity of their "Madewell Insider" program (aka their email list), plus share all the awesome perks you'll get for being a part of it all. It's warm, conversational, and easy to navigate – the trifecta of a great welcome email.
As soon as someone signs up for your list, they should be getting a welcome email. This email from Gigi's Cupcakes fires off immediately after signup and gives new subscribers a sweet taste of their brand – and an easy way to quickly order a cupcake (or two… or ten) online. I love the simplicity of this mailing: Keeping the focus on a single CTA is often much more effective than trying to load way too much information into your first touch.
3. Arta Tequila
Your welcome email is not only a chance to say hello—it's also your chance to build brand advocates. In this email from Arta Tequila, they aren't offering new subscribers a discount. Instead, they're giving subscribers a feel for their brand by sharing their story. Plus, they tell people exactly what to expect from future sends: recipes, drinking games, tequila facts, etc.
If you plan to send your subscribers something beyond the typical newsletter, tell them that, even if it's as simple as the occasional tip or blog post! It'll make them more excited to keep opening in the future and set the right expectations from the start.
The welcome email is a fantastic time to make it all about the subscriber: Take this time to let them know what's in it for them now that they're on your list.
In this welcome note, rather than saying, "Hey, we want you to buy our classes," Total Trainings says, "Hey, we're doing this so you can have an effective workout and to make you happy." Anything you can do to make your email content subscriber-focused is going to be a huge win for your brand.
I'm all about the hero image in this mailing: It draws the eye with a big ol' “Welcome!” and immediately jumps into copy (and a coupon) expressing the brand’s appreciation. And in the “Help Us Get It Right” section, they ask subscribers for their interests and preferences – a smart way to help them start segmenting right out the gate so they can send the most relevant emails possible.
Welcome emails aren't just for new email subscribers—they're perfect for any occasion a recipient's status changes, like when they move through the buying cycle from a prospect to a customer. This example from Wealthfront showcases exactly how to do the onboarding email: They kick things off with a warm welcome, remind new users of a few things they can do right off the bat, and set clear expectations for what's to come in the rest of the series.
Boden is one of our favorites to watch for email marketing inspiration, and their welcome email sets a high bar for retail brands. The top nav makes it easy for new subscribers to access the merchandise they’re most interested in, and they immediately boost conversions with free shipping (not offering it is the #1 reason for cart abandonment). Plus, a link in the footer encourages people to refer a friend in exchange for a discount—an easy way to help grow your audience organically.
People respond super well to copy that indicates some sort of exclusivity—after all, who doesn’t want to be a part of something special? And this welcome email from JackThreads does it best with a big, bold statement everybody (not in a horror movie) likes to hear: “You’re one of us now.”
These tactics don’t just apply to B2C marketing! I'm head-over-heels for this welcome message from Typeform, a company that helps brands build better, more beautiful forms. The tile format helps people easily find the template they’re most interested in and quickly get started on their first typeform. (And how about the beard on that header logo!) Plus, the staff photo at the bottom gives it a nice personal touch.
Have you seen any top-notch welcome emails lately? Share the link (or tell us about them) in the comments!
About the Author
McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.Follow on Twitter More Content by McKenzie Gregory