7 tips to create a welcome email that matters

A welcome email is the first message sent to someone who signs up on your website.

Whether you have a single welcome email, or you’ve set up a welcome series with two or three well-timed messages, these emails help to establish a relationship with your audience and can drive amazing results.

Klaviyo analysts looked across industries and found that ecommerce welcome series see 4x the click rate and 23x the conversion rate of regular email campaigns. Welcome emails can also:

  • Educate new subscribers about your brand and products
  • Inspire a first purchase
  • Familiarize your audience with the content and frequency of your communications

How to create welcome emails that drive 2.8x the average revenue

The average welcome series contributes an average of 6% of total monthly online revenue, based on Klaviyo’s data. But the top performing 25% of brands earn 17% of their monthly online revenue from their welcome series—2.8x the average. 

Here are tips based on top-performing brands to build exceptional welcome emails that start lasting relationships with your customers.

1 | Start with a signup form that goes beyond the basics

The start of a welcome email is actually the form people use to sign up for your list.

The best signup forms are clear, on-brand, and have an enticing offer. They also gather important data for personalization, like a customer’s birthdate, product preferences, interests, and more.

Josh Wood Colour’s signup form:

Josh Wood Colour gives customers a thank you message and CTA to continue shopping after subscribing

Why it works:

  • Clear incentive to subscribe
  • Two-step form gathers additional data for personalization
  • Coupon code provided—no need for a customer to check their email

 

2 | Craft subject lines that make someone want to open your message

Your subject line often determines whether someone even sees the beautiful welcome email you’ve created—so spend time testing the perfect copy. Many brands see improved opens by including the word “welcome” in the subject line, so consider including that in at least one test to see if it resonates with your audience.

Supergoop!’s welcome email:

Supergoop's welcome email says "welcome to the movement"

Why it works:

  • “Welcome” in subject line and header
  • Prominent discount and call-to-action (CTA) to shop
  • Copy and graphics illustrate product quality
  • An additional secondary CTA for the customer to take a sunscreen quiz makes it easy to find the right product

 

3 | Create a more authentic connection by introducing subscribers to your brand

Like a first date, your welcome email is your opportunity to introduce subscribers to your brand for the first time. It’s an opportunity to highlight what makes your brand unique.

For you, that could be the history of your brand, brand values, or information on quality, ingredients, materials, or manufacturing.

Oliver Cabell’s creative welcome email that drives almost 60% of welcome series revenue from the first email—without a discount:

Oliver Cabell's welcome email features product imagery and information about the brand.

Why it works:

  • Focus on the brand’s story 
  • Powerful brand messaging: beautiful imagery, product quality, transparency of materials and process
  • Clear CTA buttons to learn more about the brand’s story, along with the option to shop based on gender

 

4 | Have a clear CTA to continue your customer’s journey

With higher click and conversion rates in welcome emails than other promotional emails, it’s essential to have a standout CTA designed to drive sales.

Fluide’s actionable welcome email:

Fluide's welcome email has bold colors to introduce their brand to new subscribers.

Why it works:

  • Clear use of welcome language sets expectations for subscriber
  • Prominent incentive/discount offer and clear CTA to shop
  • Reveals brand values through bold colors and copy

 

5 | Make your welcome email as personalized as possible

You’ll be more likely to resonate with your audience with personalized email content. Send different emails to your customers based on product interest, gender, location, purchase history, and more.

Use Customer-First Data™ to power your welcome email. Use your sign-up form to collect relevant information, and then use that information to tailor your email to the recipient.

Wilkinson Sword’s welcome email that drives 39% of recipients to make a purchase:

Why it works:

  • Tailors welcome email using information gathered in signup form
  • Prominent discount and CTA to shop
  • Features relevant products based on customer interests

 

6 | Send immediately after someone subscribes to increase revenue

Send your newest fans a welcome message right away. People are most engaged and excited to hear from you when they first opt in to your email list.

Data from Experian shows that real-time welcomes see 1.7x more opens and 2.5x the clicks of welcome emails that are batched and sent later.

High open rates and click through graph

What’s more, real-time welcomes convert 10x as many customers as bulk welcomes do.

Graph that shows conversion rate for real time welcome emails is over 8X higher than for bulk welcomes.

7 | Iterate, iterate, iterate

What works for one brand won’t necessarily work for yours. Test every aspect of your welcome series to find out how to best engage and convert your subscribers.

Be sure to A/B test your copy, images, CTAs, offers, segments, number of emails in the series, timing, and, of course—the signup form. Collect and analyze data to determine which factors are driving more sales, and double down on what’s most effective.

Bonus tip: Use SMS in your welcome series to complement email

SMS, along with email, is a great way to send reminders, time-sensitive notifications, or open up two-way communication with your subscribers. According to Klaviyo’s internal data, the median click-time for text messages is 60% faster than email. If you use SMS, consider looping texts into your welcome flow.

Sending customers texts in tandem with emails will get them in the habit of hearing from you on multiple channels. You’ll also be able to optimize marketing messages and timing based on the channel.

Girlfriend Collective’s welcome text:

Girlfriend Collective sends a welcome text to new subscribers with a welcome offer.

Why it works:

  • Texts are much shorter than email, but Girlfriend Collective stays on-brand by inviting new customers to “get this party started”
  • Text sent immediately after signup
  • Offers customers an incentive to subscribe to texts with an additional 5% off their purchase 

Launch your welcome email in a few simple steps

By setting up a welcome email that creates more authentic relationships with your new subscribers, you’ll create a better customer experience—which can contribute up to 17% of your revenue.

Forms help users reach more customers in a personalized way using both email and sms for successful marketing.

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