Email Marketing 101: The Welcome Email

Email Marketing 101: The Welcome Email

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Your welcome email introduces your subscribers to your email program. It’s your way of saying “hello” and is arguably the most important message you’ll send to your subscribers.

To provide more context on why, how, and when you should send welcome emails, we created a new SlideShare, Email Marketing 101: The Welcome Email (below). Whether you’re new to welcome emails, or an expert looking for a refresher, this deck will tell you everything you need to start off on the right foot.

You can click through the deck below, or scroll down to skim a few of the main takeaways.

Main Takeaways:

What is a welcome email?

Your welcome email is an opportunity to introduce your brand, invite users to engage with you further, and share tips/guidance on how to be successful using your product. Not to be confused with a confirmation email, which is meant to confirm subscription to your email and ensure (on your end of things) you’re sending mail to recipients who have opted in. Though both emails are important, they serve different purposes.

Why should I send a welcome email?

If you’re not familiar, Aristotle had three modes of persuasion that appeal to human’s logic, credibility, and emotion. Welcome emails can appeal to your customer’s logos, pathos, and ethos…

  • Logos (logic/reasoning) – Ease any onboarding concerns or friction and encourage users to continue using your product/service.
    • Tip: Link to a FAQ or an onboarding video.
  • Pathos (credibility/trust) – Introduce your product/service, reinforce your brand, establish credibility, and let subscribers know their inbox is safe with you.
    • Tip: Include a customer quote, well-known customer logos, and use strong branding.
  • Ethos (emotion) – Thank your subscriber for signing up and remind them they are valued—leave them with a warm, fuzzy feeling.
    • Tip: Show gratitude (and personality!) and invite your subscribers to engage with your community by linking to your social channels.

When should I send a welcome email?

You should send your welcome email immediately after sign-up, and then if it’s a series, over the next few days and weeks. If you’re sending a series of emails, we recommend digging into your data to determine when users begin to churn or remain inactive, and then planning your series around those times.

Your welcome email (or lack thereof) sets the tone for the email marketing relationship you have with your customers—make sure it’s sending the right message! For more information on welcome emails, check out our latest post to see an example of a welcome email we’re geeking out about.


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When Kate isn't trying to teach herself the ukelele, make it through the mountain of books on her nightstand, or figure out if they are actually being serious about suggested serving sizes on ice cream, she is the Content Marketing Associate.