5 elements of the perfect welcome email

We all know the importance of a good first impression, and a welcome email is your best opportunity to make one for your business.

After a subscriber signs up to receive your emails, you want to send them a message that introduces who you are and the value you'll add to their lives and inboxes. Not to mention how glad you are that they've signed up to receive your company's updates. 

Let’s not forget that it’s kind of a big deal to have someone sign up for your email list, especially with studies coming in that say office workers receive upwards of 120 emails per day. These people already receive an inbox full of emails and, yet, they have chosen to receive even more by subscribing to your list.

In turn, you don’t want to take your subscribers for granted and assume they'll stick around, regardless of what you send them.

That welcome email is your opportunity to show that you will add value to their email inbox. Of course, the question becomes, how do you actually deliver an exceptional welcome email that will excite your subscribers and make them look forward to receiving more emails from you?

In this article, we will look at some of the most important elements to include in your future welcome emails to new subscribers. Use these methods to make your emails stand out among the rest and increase subscriber engagement. 

What is a welcome email?

Depending on what kind of email list you are growing, a welcome email could come in many forms.

Some of these tips may be more relevant for certain businesses or niches. For example, an e-commerce store may send a welcome email when someone has made their first purchase. A thought leader for an industry, however, may send welcome emails when people opt-in to receive their regular content updates.

5 things every welcome email needs to do

In all cases, a welcome email is your first official email touchpoint with a new subscriber. This is your first impression and these tips will make sure your first impression is as strong as possible.

1. Offer easy-to-understand information for getting started.

A lot of welcome emails are sent after some type of purchase or initial interaction. This is great news because you know that you already have an engaged customer on the other end. You also know that they may have your product sitting in their home or, at the very least, it’s on its way.

This is your opportunity to share some great information that will enhance their customer experience and begin creating brand loyalty. 

Not only is this information helpful, but it also shows that your emails add value rather than simply push products or sales. Subscribers will appreciate that you want to help them enjoy their purchase as much as possible.

The welcome email for Google Home Mini, shown below, is a great example of how to offer a quick start guide inside a welcome email.

Google uses the opportunity of a welcome email to help new users navigate their way around features, and it also provides an overview for those who want to get the most out of their device.

IMAGE: Really Good Emails


2. Introduce the team to your subscribers.

Just because you aren't having a face-to-face interaction with each customer doesn't mean you can't have a personal interaction and introduce the faces behind your brand. After all, the people that make up your business are one of the most important pieces of your business.

Introducing certain team members may be a great way to kick off your email subscriber relationship. This is especially true if your subscribers will be interacting with these employees regularly. This helps break the ice and gives your business a warm and approachable personality.

A great example of this is the Peloton welcome email that introduces a subscriber's trainers they'll be working out with. 

On its way to becoming the year's biggest trend in fitness technology, Peloton—a fitness bike that comes equipped with live or prerecorded virtual classes, is also leading the way in personalized communication and approachable branding. They focus on the trainers who will be leading the classes, creating a connection with the people behind the brand from the get-go.

From their social media accounts to the welcome email that subscribers receive, Peloton wants users to feel personally connected to the people that will be representing their company on a daily basis. See how they do it in email form: 

Image: Really Good Emails


3. Keep it clear and simple.

When someone subscribes to your email list, it may be tempting to share everything great about yourself or your business. However, like a bad first date, there is such a thing as oversharing. It’s important to keep in mind that this is the start of a long-term relationship, and you want to nurture it and provide value. 

You will have plenty of opportunities to share information with your subscribers—you just need to know how to choose the right opportunities for your brand. 

Instead of overloading new subscribers with information, try to keep things simple. In fact, minimalism is one of the big trends in design and marketing right now. 

People get a lot of marketing messages every day via email, television, web browsing, print ads and more. Instead of loading up your email with information that may or may not be memorable, just keep things simple and make your email approachable for new subscribers. 

People may not always remember each and every detail of a message, but they will remember whether or not your message was enjoyable and easy-to-read or cluttered and messy.

The email below keeps simplicity and minimalism in mind. 

New subscribers are presented with appealing images, a few short bullet points, and a simple call-to-action button. They get the important information, can make a quick decision about whether or not to follow up on the offer, and they may end up becoming paying customers right away. 

One thing is for sure, they won’t be unsubscribing because of messy design or cluttered information.

Image: Really Good Emails


4. Time to get social with your subscribers.

Marketing involves using a variety of different channels and email marketing is one of the best, most cost-effective ways of building up multiple communications channels at once. If people are email subscribers in addition to being social media followers, then they are much more likely to be reminded of your messaging and become more engaged with your business.

Asking for people to join you on your social media channels is a great way to send a simple welcome email with a very basic request that isn't overwhelming. The example below shows just how easy a welcome email can be if your goal is to help grow your social media presence alongside your email subscriber list.

Image: Really Good Emails


5. Everyone loves a welcome gift.

We mentioned before that you may want to avoid blasting your new subscribers with special offers and sales messages. You are trying to build a relationship and there will be plenty of time for discount codes and sales. 

Of course, that doesn’t mean that you can’t extend a special offer or gift to your subscribers as a thank you for joining your email list.

A coupon or voucher that can be used when your subscriber makes their first purchase is a great welcoming gift. 

We do caution you against making the welcome email too much of a hard sell. Offer the coupon as a thank you gift rather than a limited time offer. This will take pressure off your welcome email and make it seem more like a friendly gift.


Image: Really Good Emails

Wrap up

Welcome emails are your very first opportunity to start building what could become a long, healthy relationship with your subscribers. 

There are a few elements that all go into making a memorable welcome email that will turn a new subscriber into a dedicated fan. 

Remember, you have plenty of chances to send along promotions or sales messages. Use your welcome email as a chance to break the ice and save the limited time offers for another campaign. This can help you stand out among crowded email inboxes and ensure that your emails are seen as valuable rather than as cash grabs.

Ready to create your new and improved welcome email campaign? Let us know!

About the Author

Kaitlin Westbrook

Kaitlin Westbrook is a content writer who covers business and creative content. When she's not writing, she enjoys movies, baking, and her Pomeranian.

Follow on Twitter Follow on Linkedin More Content by Kaitlin Westbrook
Previous Article
How to gain insights from your competitors’ email campaigns
How to gain insights from your competitors’ email campaigns

Emma teaches you how to analyze emails your competitors are sending to maximize your own email marketing st...

Next Article
Evolution of the inbox: The tech and history behind email
Evolution of the inbox: The tech and history behind email

Emma walks you through the history of email to explain how simple text messages evolved to become one of th...

Want to engage your audience and grow your brand? Try Emma’s robust, easy-to-use product today.

Get a Demo