How to Write the Perfect Welcome Email



When someone subscribes to your email list, they are initiating a long-term relationship with you and your company. By subscribing, they are telling you that they are interested in what you have to offer, and they want to know more.


Think of subscribers as new visitors to your home – would you welcome guests with a brief “hello,” or would you give them a tour of your home, tell stories about your decor, and offer them a beverage? Your welcome message says a lot about who you are as a company, and will set the tone of your relationship with your customer for months to come. We’ve put together 5 tips you can use to take your welcome message to the next level.


1. Use Recognizable Information in the Name and Subject Fields of Your Email

Your subscribers are looking for messages from your company – not necessarily from you directly. Instead of using your name (or the name of someone else) in the “name” field of your welcome email, use your company name. Your company name is more recognizable, and your subscribers will be more likely to read the email when they know who sent it. 


The same rules apply to the subject field. Make it clear that this email is welcoming the recipient to a subscriber list. If you are offering something in return for signing up to your list (like an eBook, PDF guide, etc.), mention this in the subject line as well.


2. Include the Offered Content

If your subscribers are signing up because you’ve offered them content in exchange for their contact information, you must include the promised content in your welcome email. Include one or two introductory lines, welcoming them to your list, but offer a link to your content near the middle of the message. 


Many times, companies will use the content as an incentive. If your recipient opens the content, they’ll be considered an active subscriber – if they ignore the content, you can send them a follow-up message in the future. This can save you time and resources, so make this part of your welcome email if you feel it’s necessary.


3. Tell Them What to Expect

Give your subscriber’s a brief idea of what they can expect from your emails in the future. Tell them about special deals and exclusive content they can receive by subscribing to your emails. This will excite them, making them less likely to unsubscribe the moment they get the content you promised in return for signing up.


4. Tell a Story

Your subscribers want to hear about the history of your company. They want to know about your credentials, where you found your inspiration, and other interesting details about why you chose your career path, and what lead to your success.


Tell a short story about yourself in your welcome message, and show your personality. This will help you establish a strong relationship with your reader before you’ve sent them their first truly insightful email.


5. Use a Sign-off

Conclude your email in a way that matches the rest of the message. The tone should represent your message, while politely ending the email. 


Always end your welcome message with positivity. Mentioned how excited you are that your reader has joined your email list, and be as personal as possible. Use a real signature to conclude the message, instead of the company name. If you want to go above and beyond, include a call-to-action in your concluding paragraph, asking your subscriber to like your business on social media.


What are your tips for writing the perfect welcome email? Do you have any examples of effective welcome messages? Let us know in the comments below!

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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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