Insights, observations, and stories from the front lines of ecommerce and online marketing

Every Welcome Email Should Have These 4 Elements

You probably spend a lot of time thinking about how to grow your email list and build relationships with new people. But once you have a person’s email address, what do you do? The first thing you should think about is how to welcome them to your business with a great welcome email.

Whether you are rolling out the welcome mat as part of your Privy campaign or through another email service provider, you’ll want to make sure these key elements are a part of your email to get the relationship started on the right foot:

A Clear Subject Line

Since this is the first time you’re emailing someone, you want to be super clear in your subject line who you are and why you’re emailing them. The best subject lines keep it short and sweet with a welcome theme:

 

If you’re using a double opt-in practice for your email addresses, where you require any potential new subscribers to give you permission twice, then you’ll want to be clear about that in your subject line, too, since there’s action required.

A Fulfillment of Their Original Request

Before you spend time talking all about yourself, you’ll want to address the reasons your subscriber signed up with you in the first place. That might mean:

  • The coupon code or promo code they signed up for

  • How they got onto your list and why you’re emailing them

Your first priority in any email is to serve the needs of your subscriber or customer, so make sure you make it crystal clear why they’re here in the first place as part of the welcome.

An Introduction to Your Brand

Here’s your chance to get creative! You’re welcoming a new person into the fold, so it’s a good idea to mention in your introduction:

  • Who you are and what your brand does

  • Why you’re so excited to have them on your list

This LL Bean example is enticing, simple, and welcoming, all without a ton of design elements. While images can really complement your product and make your email stand out, you don’t need them to provide a great welcome.

In this example, you can see they’re straight and to the point, with a call to action to start reading.

Other general topics that you might want to include after introducing yourself:

  • Some of the benefits of being on the list

  • Other ways to connect with you, such as social media

This depends on how targeted you’re planning on making your message. Since you want your email to be concise, you’ll have to choose whether or not to include a broader topic or to go with a more targeted message.

A Targeted Message Based on How They Signed Up

The best way to make sure that your email stays simple and to the point is to employ the same kind of segmentation and targeting that you already are using on your on-site conversions. So, if you have a specific campaign for Instagram users that come to your site for the first time, create a specific welcome email for anyone who signs up through that campaign and call it out in in your message.

That way, you’re providing a contextual experience throughout the funnel and making sure it’s a consistent touchpoint for that new user. They’ll know who you are and what value you bring much faster.

Depending on your targeting, you might also want to include in your body copy:

A Few Pieces of Content they Might Like

If they’ve already browsed the blog a bit or you have a bunch of high-performing pieces of content you know builds trust, then you might want to add these below your introduction and before your call to action.

A Few Related Products Based on What They Were Viewing

In this example above, they use an image-based design to really show off their products and focus primarily on getting the user back onto their site or into their store.

Similarly, if they’ve been browsing on your site and you think they’re closer to buying, make sure you include images of products in your email—ideally in the category they were looking at. If they came to your site through a product-based campaign, continue that same imagery and messaging.

A Special Offer Based on Their Behavior

If you have someone who signed up seasonally, or you know something about their goals for signing up, address that. In this Men’s Warehouse example, the person signed up through a referral partner for a wedding, so the tone and messaging of the email is geared toward that specific use case. You can be similarly specific in your welcome email based on the campaign you’re running on your site.

One Specific Call to Action

One thing is for sure: Keep your email simple and to the point. While it can be tempting to cram as much information as possible into your email, you want to make it easy for people to take action and don’t want to turn them off right away. This is your big first impression moment, so make the most of it.

Take this example from Trello. They’re only asking the subscriber to do one thing: Read the getting started guide. Even if you’re not B2B, sticking with only one major call to action, be it getting back to your site, connecting on social, or adding details into your account allows your subscriber to take action without being overwhelmed or distracted.

In this example from Paper Tacos, there's only one call to action: Shop now. With a 10% off coupon, it makes it easy to take action.

Create a Great Welcome Email with Privy

Using targeting and segmentation is easy when you link your welcome emails to your Privy campaigns. For your next campaign, show your new user a real welcome. Here’s how.

email marketing, email series, How To's, welcome email

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