What Makes a Good Welcome Email?

Email copywriting tips for welcome emails

Your welcome email is possibly one of the more important emails you will send. A bad welcome email can deter people from double opting in, or can cause them to unsubscribe altogether. In our experience, the best welcome email gives all the details up front.

  • Remind your user that they signed up for your email newsletter.
  • Thank them for signing up
  • Remind them how often they’ll receive emails from you
  • Make it personal

The welcome letter should use their name and might point them to helpful sections of your site. If you have a segmented list and your user chose “rose gardening”, you might want to point her towards “rose gardening” tips, videos etc.

According to a report from Experian Marketing Services, welcome emails experience open rates that are almost four times higher than promotional emails. They also see click rates of 14.4%, compared to an average for bulk mailings of 2.7%.

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Include a product in your welcome email

While you have your reader’s attention, don’t waste the opportunity. Within your welcome letter, in your right navigation or at the bottom, provide a casual ad for a related bestselling product.

The point of this email is NOT to sell a product, so it shouldn’t be the topic of your welcome letter. A casual mention should suffice, remember, this is their first interaction with you so you want to make a good impression.

On average, welcome emails that contain an offer and are sent out as soon as the subscription begins can generate about $6.89 dollars per email. These are referred to as “real-time welcomes”. Bulk welcomes, which are sent out to all new subscribers weekly, experience a much lower rate of revenue generation, which is about $0.78 per email.

Finally,  don’t use the word “whitelist” in consumer emails, but do ask them to add your email address (and provide them with it) to their address book so that they don’t miss a single email.


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