Dollar for dollar, email marketing is one of the most successful channels available to you for making sales and generating repeat customers. Email is the heart of customer retention and an exceptionally effective channel for connecting with your customers even after they’ve left your online store.
A welcome email is one of the more significant types of emails you’ll send to new subscribers. Welcome emails are what you get when you submit your email address to an online store—you’ve likely observed them in your inbox after joining a newsletter.
What is a welcome email?
A welcome email, frequently part of a series of onboarding emails, is the very first email communication you have with a shopper. This communication could be a subscription confirmation or, a post-purchase email.
Based on the action—like joining your brand’s newsletter, or making a purchase,—your welcome message is the one broadcast everyone will see, which means the impression it leaves will compound after some time.
5 of the best welcome email examples
Here we’ve gathered 5 examples of incredible welcome emails from companies both large and small. Our recommendation: Make note of what you like and what you’re not a fan of to educate your broadcasts.
Food52
Type of welcome: Get Started
Sometimes the tiniest of components in a welcome email can say a lot about a brand. Furthermore, when it comes to Food52’s welcome email, their preview text at the top of the email, “We brought snacks,” unquestionably achieves this.
Additionally known as a snippet text or pre-header, the preview text is the copy that gets pulled in from the body of an email and showed next to the subject line in somebody’s inbox. So when you see Food52’s invite email in your inbox, you experience a taste of their brand’s personality before you even open it.
Ralph Lauren
A luxury fashion brand – Ralph Lauren, utilizes explicit messaging to subtly reward subscribers for signing up: “You’re presently on the list” and “exclusive offers” both intrigue to their audience. The email from Ralph Lauren additionally offers a unique deal: 10% off your next order.
Kate Spade
Type of welcome: Thank You
Let’s be honest: We, the internet-using public, are continually bombarded with prompts to sign up for and buy into all sorts of email communications. So as a brand, when someone takes the time to filter through all the chaos to deliberately sign up for your email communications, it’s a major deal.
To acknowledge how grateful they are to the people who take the time to subscribe, Kate Spade utilizes a simple — however effective — strategy with their welcome emails: They state “Thank You” in bold, big lettering. What’s more, by placing that “Thank You” on an envelope, Kate Spade reproduces the sentiment of accepting an actual thank-you letter in the mail.
IKEA
IKEA’s welcome email shares new items on its catalog, recent blog posts, and, maybe most interestingly, the stores nearest to the zip code we entered at signup. IKEA isn’t as common as Dunkin’ Donuts, so it’s useful to know where the nearest store is. Note additionally the huge orange box asking you to join IKEA as a member.
Lush
Lush accepts the opportunity to exhibit their products with high-quality imagery and product carousels. The subject line reads “You’re a part of the family now” with a heart emoticon, which falls in line with Lush’s easygoing, friendly and approachable brand voice.
Structuring your first welcome email
The welcome emails above don’t have many texts, do they? Barely any of them have paragraphs; the vast majority of them are solid offers paired with extraordinary visuals.
You can put something together that’s convincing without as huge of investment in email design, initially.
You’ll likewise notice that these emails fit comprehensively into three themes:
- Telling the business’s story. It’s imperative to tell your story to adapt your brand and give shoppers a reason to rally behind your brand.
- Showcasing a store’s products. At the end of the day, the goal of each online store is to sell products. One approach to do that is to feature your most popular products. Remember, many subscribers will not know your entire line of products.
- Making unique offers to energize a return visit. If you show users that you’ll offer value, they’ll be bound to trust your brand and respond.
Lay out the welcome mat for customers
Since your welcome email is frequently the first time your brand enters a customer’s savagely guarded inbox, you have to earn your place there and make the most of the message.
While a welcome email conveys a great deal of weight, it’s ultimately just the first interaction in an ideally long and productive relationship. Set the tone, say something compelling, and give shoppers and subscribers a reason to return to your store. Then, get the opportunity to take a shot at consistently sending great newsletters, so subscribers know allowing you a chance to reach their inbox was a decent choice after all.
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