Welcome Emails 101: What They Are, Why They’re Important, & How to Write Them

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Welcome emails are a crucial part of any successful email strategy, but what even are they? I’ll break down everything you need to know, including what a welcome email is, why it’s important, and how to implement one effectively! 

What is a Welcome Email?

If you’re unfamiliar, a welcome email is the first automated message sent to new subscribers or customers after they sign up to receive a downloadable, make a purchase, or simply join your email list. Essentially, they serve as a welcome to your list. 

BUT they do so much more than that! 

Why Are Welcome Emails Important? 

On average, welcome emails are the highest-performing emails you’ll send, with open rates between 50 and 80%, higher click-through rates than regular broadcasts, and strong early engagement signals like likes and replies. 

If implemented properly, welcome emails help to introduce you or your brand, set expectations for what readers can expect, and build trust with your audience. 

However, beyond that, welcome emails are the first touchpoint between you and your audience. They’re a place where you can truly introduce yourself and your tone without worrying about SEO, algorithms, or fluff. 

As a result, they’re a great place to truly connect with your readers and offer you a chance to deliver some of your best content. Don’t be sleazy, though. Do it thoughtfully. 

How to Write a Welcome Email 

There’s really no right or wrong way to write a welcome email. That’s kind of the beauty of email, isn’t it? There are no rules! 

There are some guidelines, though. If you’re just getting started, here are the components I recommend including in your welcome email: 

  • An intro (duh) - Not everyone who ends up on your list will know who you are. So, take a minute to introduce yourself! Give them your elevator pitch, in a sense.

  • A brief note on what to expect - Tell them what content you’ll be delivering in your emails, when they can expect them, and how often.

  • Services/content - After you tell readers who you are and what you do, take a minute to guide them to some of your best or helpful content. This can be anything from offers to blog posts or products. Just don’t be pushy, okay?

  • Call to action - Tell readers to add your email to their contact list so your messages don’t go to spam. Then, make a request for engagement. “Hit reply and let me know…” Remember, we’re here to foster community and genuine connection, not just make sales.  

Welcome Email Subject Line Examples

Your subject line doesn’t need to be clever. It just needs to be clear and inviting. Here are a few examples that work well:

  • You’re in 🎉 Here’s what to expect

  • Welcome! Start here

  • So glad you’re here! 

How to Implement Welcome Emails on Your Email List

Once your welcome email is drafted, load it into your email provider, and set an automation for it to send as soon as someone is added to your list. To keep things simple, you can have one welcome email for every funnel. 

However, if you’re going to be creating lots of segments, talking about different topics, etc., I recommend creating a different welcome email or even a welcome email series for each offer or topic. For example, you can create a general welcome email. Then, create one for any products someone may purchase from you and another for freebie downloads. 

From there, you can funnel your readers into separate funnels to deliver exactly what they need. Or, just add them all to one list. 

Frequently Asked Questions 

  • There’s no exact length! Ultimately, it will depend on your audience and tone. You want to make sure your welcome email is long enough to provide a true introduction but short enough to read in one sitting. In general, I recommend keeping emails shorter rather than longer. Remember, attention spans are short! 

  • They can, but they don’t have to. Focus on value first; selling can come later.

  • Anywhere from one to five is common. Consider your other funnels and how often you’ll be sending emails. For a general welcome email, one is typically enough. If you’re doing a welcome series, I typically recommend sending five emails, but experiment to find what works for you!