The Importance of the Welcome Email

The Importance of the Welcome Email
December 17, 2016 Madeleine Helme

You never get a second chance to make a first impression, so it’s important that you make it a good one. When a prospect signs up to your mailing list or registers a new account on your website, the first time you get in touch with them thereafter cements that all important first impression. This is why it is good practice to send a welcome email to your customers and prospects after they first subscribe. Sending them a sloppy email or not sending one at all could give the impression that you don’t care about them or that you are unprofessional.

Why should you send a welcome email?

Sending a welcome email after someone subscribes lets them know that they’ve subscribed. This may sound obvious, but if someone signs up by accident or without realizing, then they might think you are spamming them when you start sending emails. By explicitly letting them know they have subscribed, they will become more familiar with your brand and will expect to hear from you again. The recipient can unsubscribe if it did turn out to be a mistake.

Welcoming new customers or prospects also lets them know they are valued. A friendly greeting thanking them for signing up shows that you care. This encourages people to engage with your brand, whether that’s by opening and clicking on your emails, replying to your social posts, or visiting your website to buy from you.

Best practices for your welcome email

Now that you know why you should be sending them, here are a few tips for creating and sending effective welcome emails:

Send them straight away

Customers will probably be expecting an email from you after they subscribe or register. This means your welcome emails will receive high open and engagement rates. If you don’t send an email straight away, then people are more likely to forget about your brand and, therefore will be less likely to engage when you do contact them.

Be welcoming

This one is pretty obvious; welcome emails should be welcoming. Write a friendly greeting that shows you are happy to have this new person as part of your audience. A casual, conversational tone could be useful in creating this welcoming feeling, but make sure your tone of writing still suits your brand’s voice.


Personalizing welcome emails helps to improve engagement rates because they are more relevant to the recipient. How much personalization you can apply to your emails will depend on how much information you collect from people when they subscribe. It can be as simple as addressing recipients by their first name. If you have collected more details, then you can further personalize content by displaying products that are relevant to them, based on their gender or interests, for example.

Let them know what to expect

In your welcome email, you should let recipients know what to expect from your emails in the future. Tell recipients how often they will be receiving emails from you so that they can anticipate your content. Also, remind your recipients of what value your emails will provide them with to encourage them to open future emails. If you’ll be providing up-to-date industry news, latest product launches and exclusive offers, tell your customers this.

Give them a next step

Tell your customers what they should do next to continue the journey with your brand. What this is will depend on what you want to achieve from these emails. Include a call to action to encourage them to complete their profile, follow you on social media, or browse the products on your website, for example.

Give them an offer

If you want to encourage your recipients to convert from your welcome email, a good strategy is to include an exclusive offer or promotional code in the email. Providing 20% off their first purchase, for example, will give them a bigger incentive to buy from you straight away.

Welcome emails are a useful method for raising brand awareness and encouraging greater levels of engagement with your brand. When used effectively, they are also great tools for driving more sales for your business.

After working in marketing for two years I decided to become a freelance writer. In my spare time I enjoy watching films and television and keeping fit through going to the gym and practising taekwondo.