15 Really Good Welcome Email Examples from Ecommerce To Engage Your Customers
Ever opened your inbox after subscribing to a newsletter or buying something online and found a cheery “welcome” waiting for you? Welcome emails aren’t just about saying hi, they’re powerful tools for brands to build trust, boost sales, and make a memorable first impression.
Let’s explore why they’re a must-have in any marketer’s playbook.
What is a welcome email?
A welcome email is that first message you send to someone who’s just signed up for your newsletter or made their first purchase. It’s like saying, “Hey, thanks for joining us!” These emails typically confirm subscriptions, offer discounts, or provide info about recent purchases. They’re designed to kick off a positive interaction and get customers familiar with what you’re all about.
Why are welcome emails important?
They’re more than just polite gestures. Here’s why they matter:
- Customer Expectations: About three-quarters of folks expect a welcome email right after they sign up. It’s become a standard part of the customer journey.
- High Open Rates: Compared to regular emails, welcome emails have a much better chance of getting opened—about 30.45% on average. That’s like waving a giant “Hello!” to your new subscriber.
- Building Trust: For newbies to your brand, trust is key. A well-crafted welcome email can warm them up fast and show them you’re legit.
- Boosting Conversions: These emails have a solid track record—they convert at an average rate of nearly 52%. That’s a big win when it comes to turning curious clickers into paying customers.
- More Touchpoints: It’s not just a one-time thing. Many brands use welcome emails to invite subscribers to join them on social media or reach out with any questions. It’s all about keeping the conversation going.
How to Write a Welcome Email & What to Include
Here’s your playbook for crafting a killer welcome email that hits all the right notes:
- Warm Welcome: Start with a friendly greeting. Use their name—it’s like meeting someone new with a handshake and a smile.
- Set Expectations: Tell them what they can expect from your emails—whether it’s insider discounts, helpful tips, or exciting updates.
- Introduce Yourself: Give them a quick intro to your brand. What do you stand for? Why should they care? Keep it clear and to the point.
- Sweeten the Deal: Everyone loves a good deal. Offer them something special—like a discount on their first purchase or exclusive access to new products.
- Call to Action (CTA): Make it crystal clear what you want them to do next. Whether it’s shopping your latest collection or following you on Instagram, guide them with a straightforward CTA.
- Stay Available: Let them know you’re there for them. Encourage questions or feedback—it shows you’re listening and ready to help.
E-commerce: Welcome Email Subject Lines
Creating compelling subject lines for welcome emails can significantly impact open rates and engagement. Here are some effective examples:
- “Welcome to [Your Brand Name] – Here’s Your Exclusive Gift!”
- “Let’s Get Started – Your First Treat Awaits Inside!”
- “Welcome aboard! Enjoy 15% Off Your First Purchase”
- “Thanks for Joining Us! Unlock Your Introductory Offer”
- “Hello from [Your Brand Name] – Let’s Make Some Magic Happen!”
Welcome Templates for Ecommerce Brands
Here are five templates to help you craft engaging welcome emails for your ecommerce brand:
Template 1: The Warm Welcome
Subject Line: Welcome to [Your Brand Name] – Let’s Begin Your Journey!
Hi [Subscriber’s Name],
Welcome to [Your Brand Name]! We’re thrilled to have you join our community of [describe your customer base – e.g., fashion enthusiasts, outdoor adventurers, skincare lovers].
As a token of our appreciation, here’s a [discount percentage] discount on your first purchase. Simply use the code [Discount Code] at checkout.
Explore our latest collections and discover [highlight key products or categories]. If you have any questions or need assistance, feel free to reply to this email.
Happy shopping!
Best regards,
[Your Brand Name]
Template 2: The Exclusive Offer
Subject Line: Unlock Your Exclusive Offer from [Your Brand Name]!
Hi [Subscriber’s Name],
Thank you for joining [Your Brand Name]! We’re excited to have you on board.
As a special welcome gift, enjoy [specific offer, e.g., free shipping, exclusive product preview, etc.]. This offer is exclusively for new subscribers like you.
Start shopping now and discover why our customers love [Your Brand Name]. Don’t forget to follow us on [social media platforms] to stay updated on our latest arrivals and exclusive promotions.
Looking forward to being a part of your journey with [Your Brand Name].
Warm regards,
[Your Brand Name]
Template 3: The Personal Touch
Subject Line: Welcome to [Your Brand Name] – Let’s Get Acquainted!
Hi [Subscriber’s Name],
Welcome to [Your Brand Name]! We’re delighted to have you join our community.
At [Your Brand Name], we believe in [mention core values or mission]. As a new subscriber, you’re now part of our journey towards [describe brand vision or goals].
To kickstart your experience with us, here’s a [discount percentage] discount on your first order. Use code [Discount Code] at checkout.
Feel free to explore our website and discover [highlight key products or categories]. If you have any questions or simply want to say hello, we’d love to hear from you!
Warm regards,
[Your Brand Name]
15 Really Good Welcome Email Examples from Ecommerce
1. Ralph Lauren: Unique Coupon Codes
Ralph Lauren nails it with their unique coupon codes. These special codes keep discounts exclusive to subscribers, avoiding the spread of generic codes. The email is clear and welcoming, with “You’re now on the list” and exclusive discounts just for you.
Why It Works:
- Exclusive Tracking: Unique codes help track engagement and keep offers special.
- Welcoming Message: Simple and friendly, making subscribers feel valued.
- Member-Only Discounts: Special perks make joining the list worthwhile.
2. Alo Yoga: Personalized Discounts and Preferences
Alo Yoga’s welcome email is a winner. It features a fun discount code in a big, bold button that leads to a special page for first-time shoppers. They even ask for clothing preferences during signup and offer extra discounts for phone numbers.
Why It Works:
- Strong CTA: A clear, clickable button guides customers back to the site.
- Personalization: Asking for preferences makes the email feel tailored.
- Extra Incentives: More contact info = more discounts, a win-win!
3. HELM Boots: Risk-Free Trial
HELM Boots gets it – new subscribers might be hesitant. Their welcome email reassures by highlighting free shipping and returns twice. This is especially great for high-value products, making the purchase feel less risky.
Why It Works:
- Reassurance: Free shipping and returns ease customer worries.
- Multiple Mentions: Reinforces the no-risk policy.
- High-Value Focus: Perfect for expensive items, reducing purchase barriers.
4. Birchbox: Clear Expectations and Single CTA
Birchbox keeps it simple and effective. Their welcome email starts with a warm greeting and sets clear expectations. The minimalist design features just one standout button to avoid confusion.
Why It Works:
- Clear Expectations: Helps manage what subscribers will receive.
- Single CTA: One clear action boosts click-through rates.
- Warm Greeting: Friendly and straightforward.
5. Allbirds: Playful and Engaging
Allbirds, known for their comfy shoes, welcomes new subscribers with “Welcome to the Flock.” The email uses fun language and subtle GIFs to convey their playful brand vibe.
Why It Works:
- Fun Subject Line: Grabs attention and sets a playful tone.
- Consistent Branding: Fun language and GIFs reinforce the brand’s personality.
- Engaging Content: The playful style makes the email memorable and enjoyable to read.
6. Musto: Experience-Focused
Musto’s welcome email is all about the customer experience. They use a collage of outdoor activity photos to showcase the lifestyle their products support. The discount code is placed at the end of the email, encouraging readers to scroll through the engaging content.
Why It Works:
- Experience Selling: Focusing on the experience helps connect with customers emotionally.
- Visual Appeal: A collage of images makes the email visually interesting.
- Effective Discount Placement: Placing the discount code at the end encourages readers to engage with the entire email.
7. Kate Spade: Warm Welcome
Kate Spade’s welcome email stands out with its unique design. While it does offer a 15% discount, the main focus is on welcoming and thanking new subscribers, making them feel appreciated.
Why It Works:
- Unique Design: A standout design captures attention.
- Appreciative Tone: Emphasising the welcome message makes subscribers feel valued.
- Balanced Content: Balancing the discount offer with a warm welcome builds a positive brand image.
8. Casper: Trust Building
Casper creates a relaxing aura in their welcome email with perfectly matched night colours and “sleepy” language that reflects their brand’s commitment to quality sleep. They use awards and a 100-night trial to build trust and reduce purchase barriers, all capped off with a clever CTA that keeps the tone light and engaging.
Why It Works:
- Relaxing Vibe: Calming colours and language create a comfortable atmosphere.
- Trust Indicators: Mentioning awards builds credibility.
- Trial Period: Offering a 100-night trial reduces purchase anxiety.
9. Aerie: Cheerful and Appreciative
Aerie’s welcome email starts with a cheerful subject line that immediately puts a smile on the reader’s face. The tone remains positive and appreciative throughout the email, making subscribers feel valued.
Why It Works:
- Positive Tone: A cheerful and appreciative tone makes the email enjoyable to read.
- Engaging Subject Line: A happy subject line grabs attention.
- Customer Appreciation: Showing gratitude helps build a strong connection with subscribers.
10. Drunk Elephant: Colourful and Creative
Drunk Elephant’s welcome email is as vibrant as their skincare products. With colourful design elements that match their brand identity, they not only capture attention but also encourage repeat business with next-order coupons, ensuring subscribers keep coming back.
Why It Works:
- Vibrant Design: Bright colours make the email stand out.
- Brand Alignment: The design matches the brand’s creative personality.
- Repeat Business: A next-order coupon encourages customers to come back.
11. Glossier:
Glossier’s welcome email is visually attractive and full of faces, creating a sense of community. The email invites readers to visit the physical showroom and highlights free returns, building trust and reducing anxiety.
Why It Works:
- Community Feel: Using faces creates a sense of community.
- Invitations: Inviting readers to visit the showroom makes the email more engaging.
- Trust Building: Mentioning free returns reduces post-purchase anxiety.
12. Better Packaging Co.
Better Packaging Co. uses a casual, friendly tone in their welcome email. They explain their mission and include a photo of the team, making the email feel personal and relatable.
Why It Works:
- Casual Tone: A friendly tone makes the email approachable.
- Mission Statement: Explaining the mission builds a connection with the brand.
- Team Photo: Including a photo adds a personal touch.
13. Kelty: Fun and Bold
Kelty’s welcome email is fun and welcoming, featuring a lively image of people enjoying their products. Bold colours highlight key messages, and a special discount encourages new members to make their first purchase.
Why It Works:
- Engaging Image: Including people helps customers connect with the brand.
- Bold Colours: Important messages stand out with bold colours.
- Special Discount: Encourages new members to make a purchase.
14. Starbucks: Warm and Inviting
Kelty’s welcome email is fun and welcoming, featuring a lively image of people enjoying their products. Bold colours highlight key messages, and a special discount encourages new members to make their first purchase.
Why It Works:
- Warm Welcome: Makes new subscribers feel appreciated.
- Clear Expectations: Setting expectations helps manage what subscribers will receive.
- Good Use of CTAs: Encourages engagement with multiple calls to action.
15. Food52: Personal and Trust-Building
Food52’s welcome email includes a photo of their founders and a message about their company mission. This personal touch builds trust and helps establish a strong brand image from the get-go.
Why It Works:
- Founders’ Photo: Adding a personal element builds trust.
- Mission Statement: Sharing the mission helps connect with customers.
- Signature Signoff: Adds a personal touch and makes the email feel genuine.
Wrapping Up
Creating a great welcome email is about more than just saying “hi.” It’s your chance to set the tone for your relationship with your new subscribers. These 15 examples show how different brands use their welcome emails to make new customers feel valued and excited.
Use these ideas to craft your own awesome welcome emails and start building lasting connections with your customers right from the start.
Happy emailing! 🙂