Email Design
6 min read

How to Create a Perfect Welcome Email Series for eCommerce

Written by Andriy Boychuk
Email Design
6 min read

First impressions matter.

How your subscriber perceives your brand at the first touch point can make or break your chances to convert.

For this reason, your welcome email series should be particularly well-thought and strategically organized. Our article will help you to achieve that so you can set up the best welcome email series.

Why You Need a Good Welcome Email Series

Welcome emails have a really high conversion rate. The average welcome email series open rate is 50 to 90 percent, which is way higher than other types of newsletters.

A successful welcome email series can also generate 320 percent more revenue than your usual email flow.

Because the new subscriber’s interest is at its peak when he just subscribes to your newsletter, you must take advantage of that perfect occasion to give him more information about your brand and your team.

The Best Welcome Email Flow

The welcome email is such a profitable type of email, isn’t it best to extend its impact and make a series out of it?

In fact, that’s what the majority of companies think. Usually, when a person leaves his email address on an eCommerce website, he signs up for at least 3 to 6 welcome emails to come.

Of course, all these emails aren’t repeating the same information over and over. They are conceived to slowly introduce the new subscriber to the brand’s world, values, and missions, and make him a part of its community.

A great example of a welcome email series.

How to Set up a Welcome Email Flow?

Emails are not going to send themselves, but you also probably don’t have the time to manually program an email each time a customer joins your newsletter.

To solve this issue and be sure that each customer receives the attention he deserves, you should find a software that will do the job for you.

Platforms such as Klaviyo help you to set up automation and segmentation to send the perfect email at the perfect time.

  • Every time someone subscribes to your newsletter, the welcome email series will be activated
  • The customer will receive the emails you programmed at the wished time
  • The emails are going to be personalized, with the information provided by the subscriber (generally name and surname).

The Welcome Email Series Calendar

Each company chooses a different amount of welcome emails and different scheduling. One thing stays in common: the first email should be sent immediately, right after the subscription.

Nowadays, the customers are so used to welcome emails that around 70% of them actually expect them.

Don’t disappoint them so early in your relationship and set up your welcome email series flow in advance.

An example of a welcome email series calendar consisting of 4 emails:

  • The first email: immediately, or at least the same day
  • Second email: two or three days after
  • Third email: after four days
  • Fourth email: one week later.

The content depends on you, but after the last email of your series, you should have shared the majority of this list of information:

  • A welcome message
  • Your gratitude
  • An introduction to your company and team
  • Your brand’s goals, missions, and values
  • What the customer can expect from you: type of service, quality, promotions, etc.
  • What you need from the customer: his honest opinion, his trust, etc.
  • A review and/or feedback request
  • Product suggestions, maybe even discounts
  • Calls to action, such as: to subscribe to social media, to visit your blog, etc.
  • Social proof: reviews and comments from satisfied clients.

How to Write a Welcome Email Series

Now that you know when to send your emails, here are some tips and best practices on how to write your welcome email series.

We won’t tell you what exactly to write and where, but we will give you some insights on strategies that really worked well for many brands and will absolutely do the same for you.

Then, it will be up to you to customize your own content and design, to create the perfect welcome email dip campaign.

Be grateful and Make it Global

First things first: You need to thank your customer to have subscribed to your newsletters. Not so many people are willing to let their email addresses nowadays, so you should treasure their trust.

This should absolutely be part of the first email you send. Some people like to present it as a Thank You note, others simply put these sincere words in the text of the email.

But even when acknowledging your gratefulness, you shouldn’t make it entirely about the brand. Give your new subscribers a feeling that they are now part of something bigger: a family, a community, a way of thinking.

Examples of introductions:

  • Welcome to the [Your Brand] tribe!
  • You are now part of the family!
  • We are glad you are willing to change the world with us!

Impress with Your Story

To keep the reader engaged and deepen his interest in your brand, you should share your story with him.

Nothing makes a relationship closer than an open talk. By telling who you are and what you wish to accomplish, the customer can only feel that he gets to really know you.

  • Write about the origins of your company: how it all started and why
  • Write about your team: show the human side of the business
  • Talk about your goals and missions: maybe the customer will wish to help you to achieve them?
  • Talk about your values: if you are eco-friendly and/or spreading ethical work, for instance, you should mention it to get your customer’s sympathy.

Use Attractive Visual, Aligned with Your Brand’s Image

You not only need to catch your subscriber’s attention through good visuals, but also make him remember your brand’s visual signature.

This can be done with:

  • Colors
  • Font
  • Images
  • Logo.

Using your brand’s color is particularly important, as well as include your logo. Usually, these two elements should have the same shades.

You can opt for one big image especially thought for your welcome email series design, or multiple smaller pictures.

A great welcome email series design.

Include Calls to Action

Your welcome emails won’t be able to convert if you don’t include any links to click-through.

So before writing your perfect welcome email, ask yourself: what do you want to achieve?

Do you want to promote some specific products? Incite the reader to subscribe to your social media? Read your blog? Collect information about the customer? All these things together?

Depending on your priorities, you can set up calls to action. They shouldn’t be too pushy, but simply and elegantly invite your reader to go further and visit your online store/blog/Instagram account.

Here are some examples of successful and not too pushy calls to action:

A great example of a welcome series email.

To Go Further

In this video, we walk you through the essential elements of what we consider to be a perfect welcome email – both in terms of design and messaging. Tune in to learn about the best practices!

– Would you like to send the perfect, welcome email to your customers? Hi, is this Andriy, the founder of Flowium email marketing agency, as well as this YouTube channel. In today’s video, I’ll show you the perfect, what I believe, welcome email and show you an example. And also this company, in addition to putting all the pieces together in the welcome email and including all content that I recommend always to our clients, they also lay out their template the same way as I described in the last week’s video about seven essential, template elements. If you didn’t have a chance, I strongly recommend to check out that video. It will give you better understanding of this video today. The company we’ll be talking today about is Ka’Chava a meal replacement, and no, they are not sponsored in this YouTube video. I just loved their product, but I loved their email even more because they doing a great job and I want to dissect it and explain you why. So this is their email, and when I subscribed to their newsletter, I was not the customer. Actually, my wife is the customer, so I do not receive customer related emails. I receive other just subscriber and not a customer. So this is the email and as you can see, they welcomes you and they welcome you not to the company, not to the brand. They welcome you to the tribe. You understand there’s bigger picture. It’s not about the, the brand it’s about the community. So I love that subject line. It’s very short, but it’s very meaningful. So the next thing is that copy. So they have a logo. As I said, in my previous video, this is one of the essential elements of template design. This is their logo. It’s not big. It’s like nicely placed. It’s good size. And then we have welcome to the Ka’Chava tribe. Now they are mentioning the brand and they are stating the mission. We always create this kind of email for our clients, where we either tell their story, their mission. We tell why the company was created and so forth. So Ka’Chava the brand that doing the greatly, in few words explaining you their brand. And also they have like lifestyle picture. It inspires you. Then there’s why they made this brand. This is very important. The person received your first email, and this is the chance to impress your subscriber. And you impress not with a 10% discount, 20% discount or sales pitches. You impress with your story. I think it’s very compelling. One, the founder or the team explains why they created, how they created and so forth. Additional thing, which is important. As you can see, they give you a short blurb about why they made it. And here’s call to action. It’s very important because some companies, what they do, they tell their story, or they put their mission in the welcome email. And that’s it. There’s no call to action. So I have high open rate because this is the first email, however, it has low click through rate because there’s no where to click unless on subscribed or managed preferences. They doing great job here as well. So then this is the first part where they show the product itself. They show the end results because what they sell, they sell meal replacement in powders and this is when you mix it. It looks like this. And actually I just had a one serving of Ka’Chava today. So again, they doing the same thing. So they telling more stories, “It’s all about ingredients”. And as you can see, if you want to learn more, you can click it here. So they giving you like blurb to catch attention, especially with this kind of cool pictures. Like I have no clue what it is, but it looks cool and you want to click on it. I can only predict now, but I believe those three blog posts are the most popular, or maybe they want to push it hard to their audience. Like how does Ka’Chava compares to others, which is great, top supplement benefits. If I’m considering their product, all those topics are in my head or may not be in my head, but when they read it. I want to know. Okay, so here’s social proof. I’m debating here. Like we need to split this. I would recommend to split this here. Like, should we include social proof. in this email first email? Or maybe down the line, like second or third email, but anyway, it looks good. It’s not out of order. It looks good here. And here they have like almost sales pitch, try Ka’Chava risk-free. But this is, it’s not too pushy. They are not trying to push their product to you, they want to educate bout why they created, why it’s healthy, why X, Y, and Z. And then like, Hey, if you’re considering, try it risk-free so there’s no friction. Like if you want to try it, try it risk free. I love this email. That’s why I decided to record this video, working through it. You follow the same structure. You don’t have to do the crazy design. But if you tell your story or your mission or your values to your subscribers, to somebody who subscribed, they are more likely to buy your product or believe in your mission and support you. Next week, I will have a series of welcome emails from different companies, including Ka’Chava and not only the first welcome email, but other emails in this sequence. And I will show you things that company does very well and which I would recommend for you to do as well. Is there for you if you e-commerce business or there, or for your clients, if you agency or freelancer and working for e-commerce business owners, in case you have any additional questions, please leave them below. And if you are new on this channel, please click subscribe, and hit the bell. Thank you. See you next week.


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