Avari Blog

Content that Converts for Welcome Emails

[fa icon="calendar"] Jul 15, 2018 / by Nick Dijkstra

In the world of email, your welcome is a lot like a first impression; while first impressions aren’t everything, they shouldn’t be downplayed either. As such, it’s important that your welcome email is clear in its intentions, is well designed, and helps set the tone that your future interactions will carry.

An effective welcome email offers value to your subscribers. This is where you thank people specifically for actions they’ve taken, whether that means simply signing up to your list, making a purchase, or downloading material. Consider including information about how your service works, what the history of your company is, or what sets you apart from the competition. You should also inform subscribers of what they can come to expect from you in future email communications.

3 Best Practices

  • Send welcome emails immediately after a subscriber has taken an action. According to Experian, “real-time welcome emails see more than 10x the transaction rates and revenue per email over batched welcome mailings.”
  • Consider sending welcome emails as part of an onboarding series. Easy SMTP found that “sending emails in a series rather than just once can improve transaction rates by as much as 40%.”
  • Offer a special discount, gift, or useful download. Bluewire Media did this and discovered a click-through rate as high as 33% for free ebook downloads and 66% for free templates.

10 Subject Lines

When writing a subject line for your welcome campaign, you’ll want to consider keywords that work best for your business. Alchemy Worx has done great research analyzing 21 billion marketing emails sent by 2,500 brands. Check out the results by vertical to find good words, and then use our suggestions below to craft a great subject line for your welcome email.

  • You're new here...you're awesome!
  • One of us = you = the best!
  • Welcome to our family!
  • We’re excited you’re with us!
  • Wonderful! You’re on board
  • Thanks for shopping with us!
  • You’re part of the team!
  • We’re here for you any time
  • You’re new, and we value you!
  • New friends = you = very cool!

5 Calls to Action

When it comes to your CTAs, K.I.S.S. (keep it simple, sweetheart!). The most common mistake with email calls to action is that they’re not filtered down to the essentials. According to email expert Pamela Neely, any more than five words in a call to action is too long.

Here are some welcome-oriented email CTAs to get you thinking:

  • Let’s Get Started!
  • Confirm Your Account
  • Keep Exploring
  • See What’s New
  • Take a Tour Now

Dynamic Content Suggestions

As welcome emails are often your first opportunity to woo your audience, you want to put your best foot forward. Supe up these emails with AVARI dynamic content to really show off. Here are a couple of ideas to get started:

  • Nothing says welcome like a warm community. Add an AVARI social feed (such as Instagram, Facebook, or a blog) to the email with a call to action for followers.
  • If you are an e-commerce store, show subscribers your brand understands them from the start. Add AVARI personalized product recommendations to the email to bring them back to your site and secure that first purchase.

Vanna Bonta wrote a great quote in Flight: A Quantum Fiction Novel: “There is no hospitality like understanding.” Adding personalized dynamic content to your welcome emails is sure to lend a hospitable image to your brand, and keep your subscribers coming back!


Would you like to learn more about other types of emails? Download the AVARI guide: Content That Converts for 5 Essential Emails - Best Practices, Suggestions and Examples

Topics: Campaign Ideas

Nick Dijkstra

Written by Nick Dijkstra

Nick is the Director of Customer Success at AVARI, where he’s responsible for delivering a product that meets expectations, helping our users uncover creative solutions to their problems, and optimizing customer results. He is a huge fan of food, tech, design, startup culture, and connecting with new people.

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