The success of your customer onboarding flow relies heavily on the first few touches, and it starts with your welcome email.
What is a welcome email
A welcome email is one of the first impressions your brand makes. A friendly hello to connect with new customers and encourage them to interact with your product or service.
Your welcome email should be informative, clear and actionable. The examples in this post cover a range of approaches. Some might work great for your business, and others might not. Testing, as always, is highly encouraged.
Why welcome emails are important
One important thing to remember, open and click rates do not measure the success of your welcome email.
Welcome email statistics The average open rate for a welcome email is 50%. That makes it 86% more effective than standard newsletters. 76% of people expect to receive a welcome email immediately after subscribing to your list. Users who receive a welcome email show 33% more engagement with the brand
Uncertainty is a conversion killer. New users usually want to know how your product or service works before diving in. Airbnb’s welcome email alleviates anxiety by providing clear guidelines on how things work.
It provides you with a clear introduction to their features:
find a home explore experiences travel with confidence become a host
All sections are visual, showing people having a good time. Descriptions are concise and actionable, with relevant CTAs.
Instead of using a CTA asking people to “Book Now,” the CTA prompts them to “Explore.” It’s non-committal and friction-free.
Allbirds, the world’s most comfortable shoe brand, creates a special feel that’s visible at every point.
Allbird’s welcome email:
uses colorful language to convey values includes subtle animated GIFs that are consistent with the overall welcome email layout starts with an outstanding subject line: Welcome to the Flock that builds on the brand’s playful, friendly tone-of-voice, while making you feel part of something
Together, all these elements make for an authentic and memorable brand identity.
Away, the first-class luggage brand uses a welcome email to describe and share their values and authentic passion for travel. And right from the start, they demonstrate customer-first approach by talking to travelers about what they needed on the road.
Away’s welcome email gives you five strong benefits and reasons to choose their product, reducing anxiety by offering a 100-day trial. Also, the narrative makes Away’s luggage feel thoughtful and bulletproof.
This welcome email lines up with the company’s brand image and inspires you to the next trip.
Pro tip: Not all your recipients are already customers. For this reason, they might need a little more background about your brand to start trusting you. Casper
Subject line: Welcome to Casper!
Casper welcomes us with a beautifully designed email. Perfectly matched night colors and sleepy language creates a relaxing aura around the brand.
They use awards to prove the quality of their products and earn your trust.
Casper’s welcome email suggests the involvement of some high-tech stuff and that they take your sleep super seriously.
Also, the 100-night trial reduces the barriers to purchase, it feels less of a commitment, and they can change their mind, so the decision to buy is easier.
“Let’s get sleepy” is a hilarious CTA that aligns with the copy, implies action and it’s always great to see something fresh!
Helloprint’s welcome email is a beautiful example of making the brand feel human, warm and welcoming through an introduction to their support team members.
Helloprint stops being anonymous and you know precisely that it’s Mary, Martha, and Danny taking great care of you.
It’s a simple move to immediately put a face to your brand, making it friendly and personal from the start.
Pro tip: Introduce your team to your users to make your brand more friendly and trustworthy. Invision
Subject line: Welcome to Invision
Invision’s welcome email is all about showing, not telling. They provide three handy videos to help you understand and make the most of your Invision experience.
Highlighting that their customers include well-known brands and experts who are admired for their design and customer experience, helps to establish trust and credibility with the reader quickly. This, in turn, encourages the customer to use the product.
Clear and actionable copywriting drives your attention towards Invision’s value propositions and benefits, showing the customer what they can achieve with the product.
This simplistic and visual approach aligns with the narrative and the essence of the overall product.
Pipedrive uses several welcome email best-practices to engage readers and encourage them to take the next step in the journey. They bet on social proof, and they have good reasons to do it because it reduces anxiety and quickly builds trust.
But, Pipedrive doesn’t stop there. They take persuasion to another level by using their ratings [#1 CRM Software] to show off the excellent quality of their product and quickly establish trust and credibility.
Next, they share an explainer video that shows everything you need to know about the product.
It quickly jumps into the perks you’ll get from the Starbucks Reward program. It includes clear and focused copy that’s interlaced with beautiful visuals and illustrations. All the elements suit each other for a smooth welcome email.
But wait, there’s one thing missing! There are no clear CTAs. Although this welcome email example is informative, CTAs could be added to each section. After all, your emails should always be targeted towards a specific action.
Pro tip: Think strategically about the call to action in your welcome email. Also, when your email gets lengthy, don’t hesitate to sprinkle several CTAs at strategic locations. The best option is to tie one CTA to each section.
The opening statement captures all the necessary details to gain your trust and inspire you to get you started. The second part encourages you to join the community and gets you thinking about the photos you already have, so you can start sharing right away.
Unsplash uses clear value propositions and wraps their welcome email content around it. It’s a great practice that helps you keep your messaging tight and craft actionable CTAs.
How to write a great welcome email
We’ve reviewed hundreds of welcome emails from different industries to provide you with this welcome email collection. With such extensive research behind you, it’s easy to identify what it takes to craft the perfect welcome email.
Let’s summarize some of the best welcome email practices
Personalize your welcome email to deliver content your users will value. Track customer properties and event data to add dynamic content to your emails and push notifications. Create an automated workflow to easily visualize and design your welcome email and the following steps in your customer journey. This way you can monitor the performance of your campaign and quickly identify opportunities for improvement. Ensure your welcome email is displayed in the local language of your reader to increase engagement rates. The easiest way to do so is by using Vero’s multi-language campaigns. Play with language and keep it fresh when writing content for your emails. Introduce your personality and ensure it’s consistent with your brand tone-of-voice. Stick to the point and always refer to one thing at a time. Think strategically about the call to action in your welcome emails. Consider your overall objective. What action do you want people to take? If your email gets lengthy don’t hesitate to sprinkle additional CTAs at strategic locations. Use clear value propositions and wrap your welcome email content around them. Keep your message concise. Make sure to press the right buttons and inspire your user’s imagination. Optimize your emails for short attention spans. Use headings, subheadings, bullets, and other tactics to communicate quickly. Make your welcome email simple, clean and visual. Create an authentic and memorable brand identity. Use the 1-2-3 formula to make each step clear for the subscriber. Be helpful and make it easy to get started. Storytelling makes your brand more authentic and relatable, so don’t shy away from using some real facts. Introduce your team with real photos to make your brand more human, friendly An excellent subject helps you boost your open rates and reach even more people, so make it compelling.
Internet Marketer and Online Coach to help people start their own work from home online businesses.
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