Welcome emails are often the very first point of contact between you and new subscribers, making them one of the most important touchpoints in an email marketing strategy.
This initial message sets the stage for your relationship with your audience. And, when done correctly, it helps build trust and loyalty right from the start.
Why do welcome emails matter so much?
Research shows that welcome emails boast an impressive average open rate of 50%1, significantly higher than standard marketing emails.
This statistic underscores just how crucial it is to build engaging, well-timed welcome emails that makes a positive first impression.
A well-executed welcome email has the potential to turn a curious visitor into a long-term, loyal customer.
But why do these first interactions matter so much? Because they offer you the opportunity to not only thank your new subscriber for their interest but also to guide them through what comes next.
Whether it’s showcasing your brand’s value, setting expectations, or encouraging immediate action, a welcome email has the power to establish a lasting connection and increase subscriber engagement early on.
So now you know the importance of welcome emails, let’s see five outstanding examples of welcome emails, providing you with actionable insights to enhance your own email marketing.
5 outstanding welcome email examples from leading brands
These emails demonstrate a variety of effective strategies, from personalisation to creative design, that will inspire you when creating your own welcome email campaigns.
1. Airbnb – Let’s get to know you
Key feature: Customer profiling
Why it works
The email introduces key features, like searching for homes and experiences, ensuring new users know exactly how to interact with the platform from the get-go.
However, it’s primary purpose is to collect more customer data and to verify the new subscriber so that they can be trusted in the Airbnb community. It’s done in a friendly, supportive tone so doesn’t feel like an onerous task.
2. Headspace – Supportive from the get-go
Key Feature: Striking an emotional connection
Why it works
Headspace, the meditation app, takes a storytelling approach in its welcome email. Rather than jumping straight into promotions, Headspace starts off by encouraging the reader and acknowledging their first steps in a new journey.
It’s perfectly on brand! The supportive nature of the copy tells a story about the importance of mindfulness, positioning itself as a guide to a calmer, more focused life.
This storytelling technique builds an emotional connection with new subscribers, making them feel part of the brand’s broader mission.
3. ASOS – Personalised based on web activity
Key Feature: Personalised towards interest/gender
Why it works
ASOS, the popular fashion retailer, is more popular for women’s clothing than men. That’s what makes this welcome email stand out.
It’s not a generic welcome with a hero image of a women modelling the latest cropped jacket trends. It’s personalised towards men as the subscriber signed up from that section of the site.
It makes the first touchpoint that more engaging. The graffiti backshot on the hero stands out a mile and speaks well to ASOS’s male customers. A great design choice.
4. Moonpig Plus – Onboarding through a welcome sequence
Key Feature: Seamless onboarding and progressive engagement
Why it works
Moonpig Plus’s welcome email is part of a highly effective onboarding sequence designed to keep reenforcing the benefits of signing up for Plus.
The initial email clearly states what happens by stating a Plus benefit will be revealed each and every day for 7 days.
The welcome is signed off by an actual person with her photo to give a personal touch. Then each benefit is revealed each day underneath.
This method allows the drip-feed information, keeping users engaged over a period of time rather than overwhelming them with too much information in a single email.
5. Ooni – Free stuff!
Key Feature: Giveaways that don’t have to be discounts
Why it works
First of all, look at that hero shot. The pizza is to die for! That makes you want a pizza right from the off.
Ooni’s welcome email doesn’t go for a hard sell, it’s as soft as pizza dough. With a welcoming line saying welcome to the pizza insiders club it gives off a warm, friendly vibe.
And by linking to an ebook on top 10 recipes it starts its new subscriber journey off through education.
If your brand cannot afford coupon codes or percent off deals for new customers, then this is the way forward – educational content.
Analysis of successful strategies in welcome emails
Despite differences in branding and approach, all these welcome emails share common characteristics that contribute to their success. Let’s it break down.
Personalisation
Most of these brands use some level of personalisation, whether it’s addressing the subscriber by name, tailoring content to their preferences, or using dynamic content that changes based on user data.
Personalisation has been shown to increase open and click-through rates, as subscribers feel a more direct connection with the brand.
Timing
Timing is critical in the success of welcome emails. These emails were all sent immediately after sign-up, capitalising on the moment when the subscriber’s interest in the brand is at its peak. Delayed welcome emails can lose impact and engagement.
Content structure
The best welcome emails feature clear, concise messaging. They don’t overload the reader with information but rather focus on key brand messages, often with one primary call to action.
Whether it’s starting a meditation in Headspace or shopping at Moonpig, each email ensures there’s a direct next step that is easy to follow.
Technical tips for creating welcome emails
Creating a successful welcome email goes beyond good copy and design. Here are some technical considerations to ensure your welcome emails are optimised for maximum impact.
Mobile-first design
Ensure your emails are mobile-responsive, as a large portion of your audience will likely view your email on a smartphone. Clear fonts, appropriately sized buttons, and a simple layout are key to ensuring a seamless mobile experience.
Automation tools
Use automation tools, such as RedEye, to create an email welcome sequence that spans multiple emails and even SMS and Push depending on if they have opened or clicked the previous message.
Automation not only saves time but also ensures that your subscribers receive timely, relevant content based on their actions or behaviours.
Personalisation tools
Depending on where and how your new subscriber joined your email list can determine what type of welcome message they receive. Personalisation tools such as dynamic content editors can change your message for each subscriber, all from a single email template.
For example, generic web signups would receive a broad welcome message, whereas someone signing up from a product page could receive a welcome email that includes that product imagery in it’s hero and body. And off site social media sign-ups could receive a welcome email tailored towards social content.
A/B testing
Continuously test different elements of your welcome emails, from subject lines to the style of content. See what resonates most with your audience. Data-driven decisions help optimise engagement and conversion rates.
Implementing insights into your welcome emails
Now that you’ve seen some of the best examples, how can you apply these insights to your own email marketing strategy? Here are some tips:
Revamp subject lines
Test personalised subject lines that include your subscriber’s first name or reference their recent interaction with your brand.
Offer immediate value
Consider offering a welcome discount or exclusive content to drive immediate engagement and conversion.
Set up a welcome sequence
Instead of just one email, create a series of emails that gradually introduces your brand and encourages deeper interaction with your products or services.
Use dynamic content
Personalise your welcome emails based on user preferences or behaviours, such as browsing history or purchase data, to ensure they receive the most relevant content.
Preference centre
This is the time to ask for additional information as the customer will be more willing to oblige. Incorporating a preference centre in your welcome sequence allows new subscribers to customise their email experience by choosing the types of content they want to receive, reducing the likelihood of unsubscribes or disengagement.
Time to get started…
If your current welcome email isn’t driving the results you’d hoped for, it might be time for a refresh. Take inspiration from these leading brands and explore how RedEye’s email marketing tools can help you optimise your welcome email strategy.
From automation to personalisation, we provide the solutions you need to engage your audience from the first point of contact.
Source
1. Campaign Monitor
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