One of the most important tools in your email marketing toolbox is an automated welcome email. When new contacts subscribe to your list, you want to welcome them to the group with an inviting email.
A welcome email is the first friendly exchange between your business and a new subscriber. It sets the tone for future communications and encourages new members to engage with your business.
To help you create an effective welcome email, we’ll highlight 10 effective examples. These emails come from businesses big and small. For each example, we’ll point out its best feature to show you how to create your own killer welcome email.
1. Write a welcoming note
Welcome emails should begin with a warm introduction that reflects your company’s personality.
The David’s Bridal email above features a great introductory message. It thanks new subscribers for making the company part of their wedding day. You can write something straightforward like, “Welcome to our email list,” or “Thanks for signing up to get our emails.” Online fashion company ASOS starts their message with a casual “Oh, hey girl! Welcome to ASOS. It’s great to meet you!” Or, you can be a little more formal, like David’s Bridal. There’s no right or wrong way to welcome new guests; just make sure it’s conversational and fits your company’s voice.
2. Reinforce perks of your email list
It’s always a good idea to reinforce a subscriber’s decision to sign up for your emails. One easy way to do that is to offer a quick “perks list,” which tells subscribers why joining your email list was a great idea. Office furniture and supply store Poppin does a great job of explaining the benefits of signing up for their emails, displaying the signup perks in digestible bullet points. The copy is also unique and full of personality. Subscribers to their list will receive “sneak peaks at brand spankin’ new stuff” and “swoon-worthy office inspiration,” just to name a few.
3. Offer a deal
By offering a discount or some sort of gift, you create goodwill between your business and your new subscribers. It may even entice them to make purchase. San Francisco dance school ODC welcomes and thanks new members and subscribers by giving them a new student special.
Banana Republic offers a 15 percent discount off any online purchase as a welcome gift. It’s a small incentive that can benefit both the company and the new customer.
4. Create a clear call to action
Every welcome email should have a clear call to action.
This email is effective not only because of its clean look and promotional offer, but also because of the call to action. Notice how it stands out? The color sets it apart, yet complements the color scheme. The button, rather than hyperlinked text, makes it prevalent. Plus, it’s urgent. The words “Shop Now” inspire recipients to act immediately.
5. Shine the spotlight on your product or service with eye-catching images
As you welcome your new contacts, it’s okay to put your product or service front and center. After all, your new subscriber asked to learn more about your business or product by subscribing. Give them what they want. Use images to showcase your products like Crocs does here:
If you’re a service-based business or nonprofit, try using compelling or emotion-evoking images that relate to your business. Spotlight a successful and happy customer, include a picture of your team or volunteers (who doesn’t love a warm welcome from everyone?), display before and after pictures, or use clean, flat, simple graphics and complementary colors — like Birchbox, the beauty subscription box company, does:
6. Be mobile-friendly
An effective welcome email has to look good — and work well — on mobile devices. According to Adobe’s Digital Publishing Report, 79 percent of smartphone owners use their device for email. The report also says smartphone users are more likely to use their device for email than for making calls. Clearly, creating a mobile-friendly version of your welcome email is important. (If you’re using VerticalResponse, all our emails are responsive, so they look great no matter what device they’re viewed on.) Check out VerticalResponse’s own welcome email below, as it appears on a tablet. The text is clear and easy to read, and the CTAs are still easy to find and click on, even on a smaller screen.
7. Add social media buttons
Including links to your social media sites is another key component in an effective welcome email. New contacts are curious about your business; otherwise they wouldn’t have signed up. Fuel their engagement by sharing the social media sites your business is on. Take a look at this email below from a British department store. Notice in the bottom right corner there are links to the company blog, Twitter and Facebook page.
It’s always a good idea to give subscribers additional ways to get in touch with you and interact with your business.
With these ten examples, you’ll be able to create an effective welcome email. Check out our automated welcome email feature, which makes it easier than ever.
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Editor’s Note: This blog post was originally published in November 2014 and has been revamped and updated for accuracy and relevance.
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