10 Welcome Email Template Examples That Grow Sales From Day 1 - The BigCommerce Blog (2022)

The welcome email is the most important email brands can send to new subscribers.

Yes, even more important than all the broadcast, targeted and triggered messages combined.

The welcome email is your best shot at converting new subscribers into customers — and longtime readers.

A well-designed welcome email hits these three notes:

  • Provide subscribers with the value proposition you promised during the signup process (e.g. a 15% discount).
  • Prompt subscribers to take the next steps in their journey, whether that’s creating an account, completing a download, starting a purchase or whatever your strategic goals are.
  • Build engagement right away. Why wait to get the party started?

But not just any welcome email will do.

At this point, you might be thinking, “You don’t need to sell me on welcome emails. My ESP sends them out automatically as soon as subscribers confirm their email addresses. I’m covered, right?”

Probably not.

It’s true that a default welcome email is better than none. (We’re looking at you, MailChimp users.) But you can expect better results from a welcome email that is strategically designed with the look and voice of your brand, with content that tackles the three points listed above.

After all, that’s true email marketing.

Speaking of MailChimp, in the Email Gallery below you will see how two BigCommerce customers improved on MailChimp’s serviceable but ho-hum welcome email format. Let’s dive in!

More than half of brands are missing out

Statistics on how many brands send welcome letters vary. Most hover a few points above or below 50%:

  • A 2015 Salesforce benchmark study found 42% of brands send welcome emails. Among those that do, 72% rate them as highly effective.
  • Econsultancy’s 2017 survey of UK and U.S. marketers found 44% sent welcome emails – surprisingly, down 2% points from 46% in 2016.
  • Among Internet Retailer’s top 100 ecommerce websites, 87% send welcome emails, and 49% percent of those brands send more than one.

It’s also worth noting that 3 out of 4 email subscribers expect to see a welcome email after subscribing.

Be there for them!

Welcome emails are a big deal

These stats (all averages) are from BigCommerce partner Soundest, showing what welcome emails can deliver:

  • 45.7% open rate (compared to 18.8% on promo emails)
  • 9.7% click rate (compared to 3.8% on promo emails)
  • 1% conversion rate (compared to 0.17% on promo emails)
  • 61 cents revenue per email (compared to 10 cents on promo emails). Revenue per email can go up to $3.36 on optimized emails.

Given the stats we’ve seen so far, I hope we can all agree that sending a welcome email is a no-brainer. In the next section you’ll find some tips and tricks to help you design a great welcome email and start making money for your brand via more loyal customers.

6 easy ways to optimize your welcome email

Follow these tips to add value to your emails and prompt subscribers to start engaging with you.

1. Send your welcome email ASAP

Real-time welcome emails drive up to 10X better results than messages batched and sent one day or even a few hours later.

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Start communicating with your subscribers while you’re still top-of-mind.

Here’s an example.

  1. You land on their site
  2. They push you to sign up via an email to get an immediate discount (that you are encouraged to use in 60 minutes or less –– GENIUS)
  3. Then you get an immediate welcome email (with an additional ad on the side).

2. Include branded imagery

No disrespect to our IT colleagues, but they aren’t marketers. Default emails just state the obvious:

  • “Your subscription is confirmed.”
  • “You successfully created an account.”

By the way: Those are confirmation emails, not welcome emails. If that’s what you send to new subscribers, you’re not sending welcome emails.

People connect with other people, so your message should sound like one human being speaking to another. That’s what moves subscribers to engage with your brand (and, ultimately, convert).

Make sure your welcome email template plays nicely with your other email templates. And don’t forget to include imagery that is aligned with your website –– this helps reinforce your brand.

Here’s a great example from Tommy John. Note –– this is a WELCOME email. Not a subscription confirmed email.

10 Welcome Email Template Examples That Grow Sales From Day 1 - The BigCommerce Blog (1)

3. Ask the subscriber to do something

It doesn’t have to be a big ask. In fact, it shouldn’t be. You don’t want to scare anybody off by asking them to fill out a preference form with more questions than a job application.

Invite subscribers to take the next step with you.

That might mean checking out your products or completing a low-hurdle request, such as answering a one-to-two-question survey (that will give you data you can use for segmentation and targeting).

The CTA should be totally on brand. We love jeweler Judith Bright’s call to action, in a gold-colored button: “Go Get Yourself Some Jewelry!” Irresistible.

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4. Track email behavior right away to ward off inactivity

Here’s how you keep subscribers from morphing into Zombies: Don’t wait months or years before putting them into a reactivation program.

Subscriber interest can wane within days or weeks.

Segment your new subscribers, and see who’s opening and clicking and who isn’t.

Resend the welcome email to anyone that didn’t open or click your first few emails –– or send a follow-up message asking if they’re having problems with the email or site.

5. Rename your welcome email to reflect the outcome you want

Secretly, you want your welcome email to do more than welcome subscribers. It should prompt them to take actions that will increase their value to you, such as buying for the first time or creating an account.

This means your welcome email could become a “first-purchase” email, or an “upgrade” email.

It doesn’t lessen the value of saying “Welcome to our fabulous email program.” But it forces you to think strategically about what you want this email to accomplish, and that will guide the email’s design and content.

Here are a few headline examples from the brands we’ve already covered above:

10 Welcome Email Template Examples That Grow Sales From Day 1 - The BigCommerce Blog (3)

10 Welcome Email Template Examples That Grow Sales From Day 1 - The BigCommerce Blog (4) 10 Welcome Email Template Examples That Grow Sales From Day 1 - The BigCommerce Blog (5) 10 Welcome Email Template Examples That Grow Sales From Day 1 - The BigCommerce Blog (6)

See a trend? This leads us to….

6. Deliver opt-in incentives and rewards in the welcome email

If you offer a discount, freebie or other incentive in exchange for the email address, deliver it in the welcome email.

Sorry for being cynical, but it’s too easy for someone to give you a fake or throwaway email address, grab the incentive from a thank-you page on your site, and split.

Use that page for your IT-approved success notice instead where you notify subscribers to look in their inbox for your special welcome email which will have important information and their goodies.

Here’s how NaturallyCurly.com does it:

10 Welcome Email Template Examples That Grow Sales From Day 1 - The BigCommerce Blog (7)

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5 Sample Welcome Letter Templates from the MailCharts Gallery

The MailCharts email database is full of great welcome letters from BigCommerce clients. You’ll find some of my favorite emails below, along with other hand-picked examples.

Note: You can click on any image to view the full-sized email.

1. Josie Maran Cosmetics

Why it works

This welcome email hits all the highlights. The subject line greets the new subscriber, and the preheader (“Take 10% Off Your Next Purchase”) reinforces the incentive and CTA inside the email.

The copy states the company’s values and competitive differences, and it has an arresting image. Plus, it sends the subscriber back to the site with the 10% discount and clear CTA button.

10 Welcome Email Template Examples That Grow Sales From Day 1 - The BigCommerce Blog (8)

Want to see the difference between a welcome email and a confirmation email? Here’s the first message Josie Maran Cosmetics sent (this is a confirmation email):

10 Welcome Email Template Examples That Grow Sales From Day 1 - The BigCommerce Blog (9)

2. Kelty

Why it works

The images feature people using the products in ways that subscribers understand and may even aspire to. Maybe you can’t climb Kilimanjaro, but you can hike up a hill and hang out with your buddies in comfort.

We also like how the email links to the blog at the end, for people who aren’t ready to shop.

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3. Iglu Ski

Why it works

(Video) Email Templates: What You Should Know & What You Probably Don't

Here’s an action-oriented welcome message!

It spends a little time greeting newbies and then gets right down to business, combining great images with links to the key locations on the website. We also like including email and phone contacts, too.

10 Welcome Email Template Examples That Grow Sales From Day 1 - The BigCommerce Blog (11)

4. Four in the Bed

Why it works

We like how Four in the Bed customized the standard MailChimp welcome email format with their own logo, copy that reflects the brand voice and value and incentive delivery.

Note: One issue we have with MailChimp’s template is how prominent the unsubscribe button is. If you use MailChimp, put your call to action in a button that’s more prominent than the unsubscribe button.

10 Welcome Email Template Examples That Grow Sales From Day 1 - The BigCommerce Blog (12)

5. Musto

Why it works

This is a triple-duty welcome email.

The socko subject line kicks it off (not just “Welcome to …”). The gift code is easy to remember, which reduces shopping friction. The email aims to build community, not just mentioning “community” in the copy but also showing most faces in the images looking directly at the recipient. That’s welcoming!

10 Welcome Email Template Examples That Grow Sales From Day 1 - The BigCommerce Blog (13)

Over to you

After you tune up your welcome email using the tips and examples I shared here, keep the momentum going. Think about taking your welcome email program up one more notch. Expand it to a full onboarding series –– a triggered series of emails, each with a unique purpose.

If you’d like to learn more about MailCharts –– and how we take the hassle out of email marketing planning and research –– visit our website or drop us a note. We’ll be happy to answer your questions or walk you through a demo of our app.

Need more email inspiration? Visit the MailCharts blog to find more great email examples and ideas.

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Subscribe to our bi-weekly newsletter to get the latest thought leadership content delivered right to your inbox — from blogs and resource articles, to podcast episodes, webinars and more.

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FAQs

What should be in a welcome email for a blog? ›

Learning points from this welcome email example:

Introduce yourself first. Add a picture to seem more personable. Provide your best resources in your welcome email to add value. Prompt your new subscribers to add you to their contact list in order to stay in touch (give detailed instructions)

How do you write a welcome email to a customer? ›

What makes a good welcome email? ›

Welcome emails with compelling and personalized subject lines, high-quality content, and a clear CTA are more effective in increasing customer engagement with your emails. Welcome emails are 86% more effective than newsletters.

What are 4 things we can do to make customers feel welcome? ›

10 Things You Can Do To Make Your Clients Feel Welcome!
  1. Smile in person. ...
  2. Smile on the phone. ...
  3. Office appearance. ...
  4. Greet your clients. ...
  5. Take a genuine interest in your clients. ...
  6. Eliminate distractions. ...
  7. Give your employees a break(room). ...
  8. Create an electronic welcome.

What are the examples of welcome address? ›

Good Morning/Afternoon/Evening, Thank you to each and every one of you for being here with us today. We are very pleased to be able to welcome those of you that have been with us for a long time now as well as those who are new to the (group/community/association etc.)

What should a welcome email series include? ›

We recommend that your welcome email series have at least two emails: An initial welcome email and an invitation to connect further. If you're feeling ambitious and want to learn more about who your new subscribers are, you can add a third email to your welcome series to get to know your contacts better.

How do you write a business welcome email? ›

How to Write a Great Welcome Email
  1. Show your appreciation. Remember the basics and thank your recipient.
  2. Offer a confirmation. Acknowledge that their purchase or sign-up is complete.
  3. Outline the body content. Explain what they can expect by opening the email.
  4. Keep it short and sweet.

What does the welcome email contain? ›

Welcome Email Best Practices

Use these emails to set expectations. Provide options for further mailing list segmentation. Tell subscribers about the benefits of joining your mailing list. Personalize the messages in the welcome emails.

How would you welcome a new client by email example? ›

How to write a welcome email to a new client
  1. Create a readable format. ...
  2. Write a constructive subject line. ...
  3. Express gratitude to new clients. ...
  4. State the company's value proposition. ...
  5. Address the email from an actual person. ...
  6. Use a friendly, conversational tone. ...
  7. Provide expected resources or items. ...
  8. List the next steps in the process.
1 Jun 2021

How do you start a welcome letter sample? ›

Welcome Letter Sample Format

Dear [Name], It is with immense pleasure that I welcome you to[company/place]. We are very excited [show the genuine excitement for welcoming the person]. We were very happy [state the reasons for welcoming the person.

How do I write welcome in words? ›

Choose a simple and straightforward greeting such as, "Good morning everyone!" Express your gratitude towards the guests for attending by using a phrase such as, "It's so wonderful to see you all here on this sunny day." For an event with close friends and family, more informal language might be appropriate.

What do you say in a welcome message? ›

Short Welcome Messages

Welcome to you! We believe you would excel in your job and achieve many great things! We welcome you cordially to grace us with your presence! Feel at home, please!

How do you start a welcome? ›

to generally welcome all the guests, stating the name of the event and its host and to thank them for coming. to give a brief introduction of the host (the business, organization, family or person) to give a brief introduction or overview of the event. to introduce the next speaker if appropriate|

How do I make visitors feel welcome in business? ›

5 Small Things You Can Do to Make Your Visitors Feel Comfortable
  1. Make Preparations for Visitors.
  2. Smile and Greet Visitors Warmly.
  3. Anticipate Common Needs.
  4. Make visitors feel safe.
  5. Make Your Lobby Open and Inviting.

How do you welcome customers? ›

How to greet customers
  1. Dress professionally. It's important to dress professionally so customers know you care about your job. ...
  2. Be friendly. ...
  3. Acknowledge customers quickly. ...
  4. Make eye contact. ...
  5. Ask questions. ...
  6. Take your time. ...
  7. Remember customer preferences. ...
  8. Show customers to products.

How do you make customers feel valued? ›

How Do You Make Customers Feel Valued?
  1. Send a Handwritten Note. If you're wondering, “How do you make customers feel important?”, start here. ...
  2. Engage in Conversation. ...
  3. Acknowledge Feedback. ...
  4. Offer Quick Responses. ...
  5. Become a Customer. ...
  6. Create a Welcoming Environment. ...
  7. Offer Small Gifts.
14 Sept 2021

How do you say hello to customers? ›

When you're speaking to a customer for the first time, offering a polite greeting like “nice to meet you” helps set a positive and conversational tone. Getting the tone right at the beginning of the conversation creates a good impression that can get carried throughout the conversation and subsequent ones.

How do you professionally welcome someone? ›

Formal welcome messages to a colleague
  1. 'We are so excited you have joined our team! ...
  2. 'On behalf of our team, I welcome you and hope you will enjoy working with us. ...
  3. 'Congratulations on your new role! ...
  4. 'On behalf of the department, welcome! ...
  5. 'We are so excited you have decided to join our team. ...
  6. 'Welcome aboard!
14 Jul 2021

How do you write a good welcome letter? ›

How to Write a Welcome Letter
  1. Write your welcome letter to demonstrate to others that you value them. Express your appreciation. ...
  2. Keep it short, inviting, and to the point.
  3. Attach a gift or provide useful information. ...
  4. Include an invitation to a special event. ...
  5. Use language that conveys your enthusiasm or appreciation.

What is a welcome statement? ›

A welcome address is primarily a one-way dialogue between the event host and the event attendees (making them the two participants) and is meant to engage those attendees from the get-go.

How do you prepare welcome address? ›

The welcome address for the chief guest should always include the name of the guest, his or her occupation, and his or her contribution to society. The introduction for the welcome speech should include a brief introduction to the event. While giving a speech, it is important to be formal with the audience.

What should a welcome email series include? ›

We recommend that your welcome email series have at least two emails: An initial welcome email and an invitation to connect further. If you're feeling ambitious and want to learn more about who your new subscribers are, you can add a third email to your welcome series to get to know your contacts better.

What is a good introduction for a blog? ›

Highlight a common problem

People read content for the value it offers. For business blogs, that usually means a solution to a problem. By highlighting a pain point in your introduction, you immediately grab the readers' attention. It tells them they're in the right place.

What does the welcome email contain? ›

Welcome Email Best Practices

Use these emails to set expectations. Provide options for further mailing list segmentation. Tell subscribers about the benefits of joining your mailing list. Personalize the messages in the welcome emails.

How do you start an introduction to a blog? ›

Here's a general formula you can use when looking to write short and succinct blog introductions: Statement or question about the topic (one sentence) Statistic or story (2-5 sentences) Emphasis on why this topic is important (1-2 sentences)

How do I write a professional welcome letter? ›

How to write a welcome letter
  1. Write the greeting. If you're writing a new customer or client welcome letter, start with your company's letterhead, followed by the date and the recipient's address. ...
  2. Start the body of the letter. ...
  3. Personalize the letter. ...
  4. Include important information. ...
  5. Conclude your letter. ...
  6. Sign off.

How do you write a good introduction example? ›

Strong Introduction Paragraph Examples
  1. Use a Surprising Fact. You can capture the reader's attention with a surprising fact or statement. ...
  2. Pose a Question. ...
  3. Start With an Anecdote. ...
  4. Set the Stage. ...
  5. State Your Point Clearly. ...
  6. Start With Something Shocking. ...
  7. Use a Statistic. ...
  8. Get Personal.

How do you write a blog entry example? ›

Here's a list of tips that can help improve your blog posts.
  1. Address a compelling topic. ...
  2. Come up with a great post title. ...
  3. Outline your post. ...
  4. Explain your connection to the topic. ...
  5. Use a clear layout. ...
  6. Write from the heart. ...
  7. Propose solutions. ...
  8. Consider search engine optimization.
15 Dec 2021

How do you write a business welcome email? ›

How to Write a Great Welcome Email
  1. Show your appreciation. Remember the basics and thank your recipient.
  2. Offer a confirmation. Acknowledge that their purchase or sign-up is complete.
  3. Outline the body content. Explain what they can expect by opening the email.
  4. Keep it short and sweet.

What is an email one word answer? ›

Email (electronic mail) is the exchange of computer-stored messages by telecommunication. Email messages are usually encoded in American Standard Code for Information Interchange (ASCII) text. However, you can also send nontext files -- such as graphic images and sound files -- as attachments sent in binary streams.

What are blogs examples? ›

Blog Examples
  • Marketing blogs.
  • Manufacturing blogs.
  • Healthcare blogs.
  • Ecommerce blogs.
  • Technology blogs.
  • Education and nonprofit blogs.
  • Digital agency blogs.
23 Mar 2020

How do you start a successful blog for beginners? ›

How to Start a Successful Blog in 2022
  1. Choose your blog name and get your blog hosting.
  2. Start your blog by adding WordPress.
  3. Pick a simple theme to make your blog your own.
  4. Add two key blogging plugins to find your readers and track stats.
  5. Write compelling content to create a blog that your readers love.
26 Jul 2022

How do I begin my introduction? ›

It should begin by providing your reader a general understanding of the overall topic. The middle of the introduction should narrow down the topic so your reader understands the relevance of the topic and what you plan to accomplish in your paper.

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