How to write the best welcome email to engage customers

A welcome letter is the first message a company sends to its subscribers.

In a welcome email, marketers present the brand to potential customers, tell them about the benefits of subscribing and motivate customers to engage further.

welcome emailThe objectives of the welcome email:

  • Confirm that the registration was successful.
  • Create a good impression of you and show what the user’s problem is successfully solved by the product.
  • Cue the user to take the next step and move them through the sales funnel.

The main purpose of a welcome message is to entice the reader. You can check email addresses, perform a comprehensive email address search and email validation, get rid of broken, temporary, or other troublesome emails.

The advantages of such emails are as follows:

  • Creating a desire to continuously receive messages from your company;
  • To retain the interest of your customers;
  • An opportunity to tell them more about your organization;
  • Involvement in further collaboration.

How to write a welcome email

1. SkyEng

A platform for learning English. The company sends several newsletters:

  • English with film and book characters;
  • News;
  • Useful phrases for every day.

What I like:

  • SkyEng immediately shows that there is a lot of different content on the site: phrases for different situations, grammar and videos.
  • There is a contact person at the end of the email.
  • The text is well structured; there are no redundant words.
  • The design is neat.
  • In the letter, the authors tell you right away how the communication will be structured.
  • There is a gift – a free lesson. You can try it out to find out if you are suitable for the platform or not.

2. Deezer

A service for listening to music. Automatically picks up recommendations, saves your favorite songs, and has many pre-made playlists.

What I Like:

  • Simple, almost minimalist design. The two-column layout adapts easily to mobile devices.
  • There’s a CTA at the beginning and end of the letter. In between are arguments for downloading the app.

3. The Bell

A newsletter for entrepreneurs. The Bell writes about news that can affect business or teach the business owner something useful.

What I like:

  • The letter works with expectations: it has information about the future newsletter, frequency of the letters and their contents.
  • There are contact details to write back.
  • The letter is written on behalf of the founder of The Bell – this is credible.
  • The letter has a minimalist design: just text and small icons.

4. 1PS

A company that creates and promotes websites. The letters from 1PS talk about business promotion, share cases and send expert advice.

What I like:

  • The letter begins with an introduction. The introduction is very friendly, the mailing list is not handled by an abstract marketer, but by a concrete person.
  • The welcome letter talks about future newsletters and when they will be coming.

5. LinguaLeo

A platform for learning English. LinguaLeo newsletters announce new learning formats, offer bonuses and reactivate users.

What I like:

  • LinguaLeo encourages subscribers to activate an account with a gift.
  • The email shows the scale of the platform straight away: There are links to different learning formats, a translator for the browser, a mobile app and social networks.
  • A username and password are included in the email. It will be easy to find in case I forget.
  • This email is the first of a welcome chain. It doesn’t even hint at sales, only usefulness.

The 5 main benefits of welcome emails in eCommerce

A greeting email is a way for you to introduce yourself virtually to your customers for the first time. Such a greeting comes automatically after subscribing to the mailing list, and further communication with the user depends largely on whether the welcome email succeeds in attracting the company or not.

Benefits of welcome emails:

  1. Increases engagement,
  2. Saves time,
  3. Helps to create relevant campaigns,
  4. Increases customer loyalty,
  5. Helps you segment your mailing list.

Increases engagement

A welcome email has a higher engagement rate when used with other types of emails. So, brands motivate subscribers to interact and encourage them to make decisions.

Saves time

Welcome emails are automated messages that are sent to new subscribers. Marketers don’t need to interact with leads manually, which saves a lot of time. You can set up a welcome email campaign once, and the service will do everything from there.

Helps create relevant campaigns

Brands usually allow subscribers to customize the frequency of their emails and choose the type of content. In this way, the brand creates different user segments to send more relevant campaigns and satisfy subscribers’ interests.

Increases customer loyalty

With the right welcome emails, companies build future customer relationships. Such messages help marketers develop customers’ sense of belonging to something big. For example, the simple phrase, “Anna, welcome to the club!” makes the customer feel part of the brand’s community. And that increases loyalty levels.

Helps segment the mailing list

Welcome emails allow companies to make informed decisions that promote loyalty. Marketers use email newsletters to gather useful data about potential customers. Segmentation helps brands create more relevant mailings.

The best time to send welcome emails

The emails should be simple, clear, should answer questions, and should inspire further use of the product. Consider what you need from these emails, what is the purpose of their introduction: to get users to the target action quicker, to hook them with the content, to simply keep in touch with them – or maybe it is important for you to tell them about the product in detail right away.

It’s important to understand that there won’t be a second chance to send a welcome email, so every element of it needs to be carefully thought through. A well-planned welcome email series solves important problems without overwhelming the new user with too much information. This is your chance to get to know your subscribers better, gently guide them towards a purchase and persuade them to wait for the next email. On average, it is recommended to send 3-5 welcome emails.


In email marketing, welcome emails are crucial because they help to make a first impression. Even a very successful welcome email series is only the beginning of building an effective relationship with your customers.

Regardless of which tools you use when creating your newsletter, remember that your continued success depends directly on how well you establish yourself in the first email. Give interesting information, encourage action and don’t overcomplicate things. These three points are the key to a good welcome letter.