From 'Hey!' to 'Stay': Building Lasting Relationships with Effective Welcome Emails

happy woman holding a laptop with email icons floating above it
Have this post read to you in a natural voice:

You never get a second chance to make a first impression.

That’s why it’s important that a welcome email from any business takes the opportunity to establish their brand identity and create a positive, memorable impression.

And while email marketing, in general, is a highly effective marketing tool, the welcome email’s performance is particularly impressive. According to HubSpot, more than 8 out of 10 people will open their welcome email – and it’s important to optimize that attention. And customers who read a welcome email from a brand will open over 40% of messages sent by that brand in the following six months.

In this blog post, we’ll explore examples of successful welcome emails, highlighting key elements and strategies that make them stand out.

What’s a Welcome Email?

A welcome email is an automated message that is sent to recognize a customer’s interest in a brand. It’s typically sent when a customer makes a purchase, signs up for a newsletter, or subscribes to a service.

A welcome email’s purpose is to introduce the recipient to the company and establish a relationship with the brand. They often include information about the brand and its values, as well as a promotional offer.

There are plenty of creative ways to craft a welcome email, and we’ve collected a few of the best to get you inspired!

Supergoop! – Establishing Brand Identity

Sunscreen company Supergoop! is the master of the welcome email.

Their fun, fresh, upbeat, modernized take on sunscreen is evident the moment you open the email.

Their beachy brand colors of yellow and blue are displayed throughout. They use simple, brand-colored icons and text to illustrate their top three features.

The message from the founder (designed with brand colors to look like a sun in the sky) is spunky and on-brand too. In addition to the visual presentation, the text’s tone is also aligned with the brand’s identity and the style of the founder’s sign-off (a handwritten “xo Holly”) keeps a cohesive tone.

Even the coupon code (SPFYEAH) is fresh, hip and on brand.

So how can you use your email to establish your brand identity? Incorporate your brand colors and logo into the email. Use text, tone and the email’s content to communicate the unique characteristics and personality of your brand.

screenshot of Supergoop!'s welcome email on a blue background

MAC Cosmetics – Standing Out In A Crowd

There are hundreds, if not thousands, of cosmetic companies, and MAC uses their welcome email to highlight what makes them different from all the rest.

At the very top of the email is a link inviting the user to learn more about them, which links to a page on their website where a user can really get into the company’s values, mission, and history.

Not every recipient will click that link, and MAC has accounted for that. As the user scrolls down, the email features important aspects of the company’s history, products and values using bright headlines and engaging photography.

You can use your welcome email similarly – there is no better opportunity to show your customers what you’re about. Share your mission, values and principles in a way that will best resonate with your audience.

Use your logo and brand colors to keep your email visually cohesive with your band. Keep the messaging friendly, authentic and relatable. This will give you a strong foundation for building a lasting relationship with your customers.

screenshot of MAC Cosmetic's welcome email on a black background

Cabela’s – Targeting Savings

Most companies will choose to include a promotion in their email, and with good reason – welcome emails generate 320% more revenue than other promotional emails.

Both MAC and Supergoop! have promotional components as part of their welcome email, but the message of outdoor company Cabela’s welcome email is largely focused on their promotion.

Even so, the email uses its space wisely. The photo of a well-outfitted archer aiming at a target and the simplicity of the email itself shows Cabela’s is a no-nonsense brand with a goal of getting the reader back to what they love most – the great outdoors.

Regardless of how you choose to do it, incorporating a promotion in your welcome email is a smart strategic move. Offering a discount or free shipping shows appreciation for the subscriber’s interest in your brand. And welcome emails that include a promotional offer can boost revenue by 30% compared to welcome emails that don’t.

screenshot of Cabela's welcome email offering a discount

Leave a Lasting, Positive Impression

There are endless ways to build your welcome email, but the intention is always the same.

You want to leave a lasting, positive impression on the reader.

Assess the email holistically to ensure it meets this goal.

Consider the visuals, copy, and the emotions it evokes. Have you used high-quality images in line with your brand’s identity? Is your message compelling and true to your values?

Does the email evoke interest, curiosity and excitement about your brand? These feelings will foster a strong connection with the audience – the basis for ongoing engagement and loyalty.

Given the importance of your welcome email, we know that creating the perfect one can seem overwhelming, but we’re here for you. Helping companies establish their brand identities and get their authentic voice out into the world is exactly our thing. If you’d like to discuss more about putting email to work for you, let’s connect.