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7 best welcome email examples to engage your customers

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Reading Time: 10 minutes

8 out of 10 customers expect to receive welcome emails after they sign up for a mailing list.

That’s a huge untapped opportunity to approach your new subscribers who’ve just confirmed that they are into you. In fact, welcome emails are one of the best email marketing examples.

Watch our 10 three-minute videos to quickly understand what a welcome email (and welcome email series) are, why they’re crucial for your successful ecommerce store, and how you can get started:

If you’re not sending these emails, you should get on board and start introducing your brand with these well-performing welcome messages.

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What is a welcome email?

A welcome email is the first interaction your business has with your new subscriber after they confirm having an interest in you. The main goal of a welcome message is to confirm a new registration and welcome a new subscriber aboard. This is one type of automation workflow.

You should send a welcome email when your site’s visitor submits the signup form for your newsletter. Usually, retailers send a “thank you for signing up” email through an automated workflow so they don’t miss welcoming anyone.

To automate your welcome messages, you will need to find a marketing automation platform that offers automation workflows.

For a proper introduction of your brand, you can choose one email or a series of 3–5 welcome emails to send. At Omnisend, we see that a series of three emails generates better results. They can bring you more than double usual engagement rates, as well as higher revenue.

Creating a welcome email is straightforward, and Omnisend users have immediate access to pre-built templates. Drag-and-drop email builders let you get your email looking the way you want, but the best welcome emails also consider what the audience wants. If they’ve signed up for a discount code or from an abandoned cart then the welcome email needs to consider that information.

For other new subscribers, you could introduce your brand, your product range, and values. And of course, your signup forms can ask questions to tell you exactly what each subscriber wants and automatically put them into relevant segments.

Further below, we also look at some welcome series email examples, as well as some welcome email best practices.

Why are welcome emails important? (backed by data)

Welcome emails stand out for multiple reasons:

  • 74% of email subscribers expect to receive a welcome email just after subscribing to a new newsletter. This alone should make it a fundamental part of your email marketing strategy.
  • Welcome emails have an average open rate of 30.69%. That’s a 202% lift over usual email campaigns.
  • Welcome emails have an average five times more clicks than regular email marketing campaigns
  • The average conversion rate (51.94%) is higher than the vast majority of other automated emails sent by ecommerce businesses.

Welcome emails offer many opportunities to approach your new subscribers. So what else can you achieve with them?

The 6 main benefits of welcome emails in ecommerce

  1. By sending a welcome email, you increase the credibility of your brand. Many customers don’t trust newly discovered brands. A well-crafted welcome email can help warm up new members faster and push them further through the sales funnel.
  2. A welcome email is a great tool for storytelling. It can help you tell your brand story, reveal some interesting facts, a key selling proposition, or a “behind the scenes” look.
  3. Many retailers often include an incentive to buy with their welcome message, such as small discounts or free shipping for the first purchase. The high conversion rate of these messages shows that customers love these messages.
  4. Welcome emails also help to get more touchpoints with new subscribers. Brands invite new subscribers to follow them on social media, or respond to a survey with their personal data and complement their customer profile.
  5. Sending a welcome email is a brilliant opportunity to showcase your products, to introduce your brand with your best offers and product categories.
  6. It’s also your chance to show appreciation to your customer and send a “thank you for joining our mailing list” email. Check out these 12 Thank You Email Templates and Examples for Ecommerce for inspiration.

The best tools to craft a welcome email

There are plenty of email marketing tools to choose from, each of which will allow you to build excellent welcome emails. The other features and pricing structures will vary from one to the next, which should also make it easier for you to choose the most appropriate platform for your business.

Some of the most popular email marketing platforms are:

  • Omnisend
  • Mailchimp
  • Drip
  • ActiveCampaign
  • Aweber

Let’s look at some great welcome email examples and how retailers employ welcome emails in their marketing strategies.

The 7 best welcome email examples

#1. Use clear 1-2-3 steps to onboard

It’s always easier to absorb information when it is clearly structured. 1-2-3 steps are a good solution when you have more than one thing to say or want to encourage a new subscriber to take certain actions. Airbnb has one of the best welcome email examples.

Please note that you should only use one Call-To-Action button on the page if you want it to be effective.

airbnb welcome email example

A structured email list could be used also as a way to introduce the benefits of becoming a member of your community. In addition to that, Michaels asks new subscribers to complete a survey about personal interests and demographic data, which can be a huge help when segmenting your customers and organizing personalized campaigns.

welcome email example michaels

This example from Vente-Privee has a strong greeting message and introduces the benefits of becoming a member, although there’s a lot of information at once, which can be overwhelming.

ventprivee welcome email

#2. Tell your story

Storytelling in marketing is as old as marketing itself. A fascinating brand story is exactly what seals the deal when customers are choosing from a few alternatives.

A welcome email is a perfect media to tell your story, and introduce your values or key selling proposition.

One of the most beautiful welcome email examples of how to introduce a brand and the product itself is this from AWAY.

First of all, this brand briefly introduces the team’s beliefs, then point by point explains why their product is unique and offers a free trial at the end.

away welcome email example

#3. Offer a deal

By offering a discount or some sort of incentive, you can create goodwill between your business and your new engaged subscribers. It often breaks the ice for the first purchase.

For example, Modkat’s email is straightforward, welcoming the new subscriber, briefly introducing the mission of the brand and offering a deal with a clear CTA button.

modkat offer in their welcome email

Never underestimate the CTA button.

When you have an almost perfect welcome email design, it is time to look once again at the CTA button. Does it clearly reflect what you expect your recipients to do? Is it bright and in a convenient click position?

Don’t place the call-to-action button at the very end of your email—it should be visible on the screen without the need to scroll. Make it short, simple and bright.

Designing an effective CTA is an art, but you can test various options and discover which ones work for you. A great way to do this would be to use a tool like Rebrandly URL Shortener to create custom, trackable, short URLs to add to your CTA buttons. That way, you can compare the click data for each button and see what’s working best.

#4. Showcase your products with eye-catching images

One thing the best welcome email examples have in common is they aren’t shy or modest. It’s your chance to introduce yourself to interested subscribers the best you can.

So use your trump cards: beautiful images of happy customers, your most popular products, free returns warranty, etc.

Check out how Crocs showcases its products:

crocs welcome email example

#5. Send a welcome email series

How many emails should be in the welcome series? Data shows that a series of three welcome emails generates 90% more orders than a single welcome email. But this number can be even higher if you know what to say to your new subscriber.

By on-boarding your new subscribers with three or more ecommerce welcome emails, you can add more information about your brand. Approaching your customers more than once will help you to create and reinforce a solid first impression and boost your sales.

We’ve gathered some welcome series email examples here:

welcome series omnisend

The first email in the welcome email sequence is a general welcome to the subscriber, and briefly introduces the benefits of joining the community. Also, we can see a photo of the founder and her short quote which makes the email more personal.

The second email tells the story about the brand, how the products are produced, and includes some “behind the scenes” information.

The third email is for social proof and the discount for the first purchase. The discount might be introduced even earlier, in the first email.

The whole welcome email sequence is sent within four days of the signup, but there are no strict rules of welcome email copy or structure. Mostly, it’s a matter of testing and finding what works best for your brand.

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The 10 welcome email subject lines you can steal today

For welcome emails, you don’t necessarily have to look for a unique subject line. Most often, merchants use “thank you for subscribing” text, or simply – “welcome to [brand name]!”.

However, you don’t have to stay within those lines. Here’s a list of 10 simple yet effective subject lines other brands use today:

  1. Welcome to [brand name]. Here’s what to do next.
  2. Welcome to the A-List!
  3. Welcome to [brand name]! Enjoy £10 off your next order
  4. You’re in. Welcome to the family.
  5. Hi Karolina! Thanks for subscribing!
  6. Welcome to [brand name]! Get 20% off your first order!
  7. ✨ Welcome to [brand name] – here’s 15% off
  8. Welcome to the club! ❤️
  9. Welcome! Thanks for signing up!
  10. We are [brand name]. Let’s meet up!

Don’t be afraid of using an emoji in your subject line. This small icon helps you get noticed.

The best time to send welcome emails

For many marketers, the question of what the best timing to deliver welcome emails is can be a bit confusing. When speaking of sending campaign emails in general, the answer is much clearer.

We analyzed billions of our customers’ emails to discover the best time to send emails. What we discovered was that:

  • The beginning of the month has better results
  • Thursday was the best day of the week to send email
  • Emails sent at 8am had the best open rates, but 5pm had better click rates 

This is certainly useful for one-off campaigns. But when talking about the welcome email series, we’re talking about automated messages sent out after someone signs up.

The welcome email best practices here are pretty clear: soon after someone completes an email capture form to join your list, you should deliver that welcome email.

The tricky part here is that if you send your email too soon after the customer has signed up and they may miss it. This is because they’re still on your website or other shops, and may just be too busy.

However, if you send it too late after signup, they may have already forgotten about you or have become busy with another task. It’s even possible that they’re asleep if they signed up at night.

Taking all of that into consideration, the optimal timing to deliver your automated welcome email is one hour after signup. This provides the best gap, seeing as the subscriber will likely still be online (not sleeping), but still enough time that they’re probably no longer on your site. 

welcome email in automation workflow

In this example above, we see the first welcome email goes out after an hour. The second in the three-part series goes out a day later, and the last one goes out after 3 days.

You can adopt the same timing to deliver your welcome emails and adapt as necessary for your brand.

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How many emails to use in a welcome series

In the image above, we showed you welcome series email examples that includes three separate messages. However, there are many options. You can send out a single welcome email or you can send two, four, or even more. 

However, the best welcome series emails are those that make their point quickly and concisely. This is why we recommend a welcome email flow of only three emails:

  • The first email truly welcomes them, thanks them for the signup, and quickly establishes your brand
  • The second can present a behind-the-scenes look at your brand, your products or yourself
  • In the last email, you show off your happy existing customers (using, for example, rave reviews from your social media) and present a discount

Earlier, we went in-depth about the three-email series and noted that it is the highest-converting series. You can use this as your go-to welcome email template.

However, you can certainly cut this welcome email sequence to just the first and last emails. Those are essentially the most fundamental for any welcome email flow: the initial welcome email and an enticing offer to buy.

There’s also another category of welcome emails: the welcome back email. Essentially, this email is sent whenever someone comes back to you brand after a certain amount of time has elapsed.

In that case, if they should log in or buy from you, it’s a good idea to send them a welcome back email as well. Again, one hour seems fine for this welcome message.

Key takeaways

The humble welcome email can immediately help to build customer loyalty, as well as increase your sales and revenue. You can send either a single email or automate a short series, and the welcome email examples above demonstrate how creative and varied they can be. To get started, here are six tips to help you craft the most effective welcome email:

  1. Introduce yourself the best way you can. Tell your story. Showcase your products and offers. Give your new subscribers that “good decision to join” feeling.
  2. Whatever your key goal of the automated welcome email is, you should stick to a clear structure and bright CTA button. Email design is really important for converting subscribers into buyers.
  3. Support your email with high-quality images.
  4. Incentive matters. No matter if it’s free shipping or a small discount for first-time users, an incentive helps new subscribers become customers.
  5. Consider sending a series of welcome emails. They perform better than a single email in terms of order rates as well as brand awareness-raising.
  6. Be polite to your customers and choose your prefered way to end an email.

Welcome emails can generate great results in a short amount of time and are a must-have tool in your marketing toolkit,  but you’ll need a great marketing automation platform to get started.

If you have doubts about the best automated welcome email, CTAs or workflow structure, check out the pre-built welcome email template options at Omnisend that work right out of the box.

Start free & drive sales on autopilot with pre-built welcome email templates!
Start free today
Richard White
Article by
Richard White

Richard is a Content Marketing Manager at Omnisend. An avid writer, he's said to have been born holding a pencil. Fascinated by all things handmade, if he's not reading or writing he can often be found practicing leathercraft.


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