How to Create a Compelling Welcome Email

There’s this weird gap in ecommerce… Brands will spend $10K+ on UGC, thousands on a site redesign, and push daily content across socials. But when someone signs up for their email list - ready to hear from them - they get: → A bland “Welcome to our list!” → A weak discount code → Then radio silence The most high-intent moment gets treated like an afterthought. Here’s how to fix it: → Don’t just say welcome. Deliver the promised offer clearly and fast. → Introduce your story. The real one. Why the brand exists. Why they should care. → Show them where to start. Tailor collections or products to their level, their goals. → Recommend best sellers. Not to push a sale, but to reduce choice fatigue. → Break objections. Is price a concern? Confusion about value? Hit that head-on. You’re not sending six emails. You’re building trust, overcoming doubt, and creating a clear path to buy. And the best part? Once it’s set up - it sells on autopilot. But only if you do it right.

When you walk into a store, the first thing you see is a greeter. - They smile - Offer to help - Make you feel comfortable. That interaction sets the tone for your store experience. Now, your Welcome Series is the online version of that greeter: It’s the first real touchpoint with your new customer. The goal is to: 1. Make a good first impression, 2. Guide them through their journey with your brand, and  3. Build trust right out of the gate. For eCommerce, SaaS, or service-based businesses, this is your chance to roll out the red carpet… 1. First Impressions Matter Just like how a friendly store greeter can instantly make or break a customer’s mood, your Welcome Series can make or break a new subscriber’s first impression. This moment helps them decide whether or not they want to engage with your brand. Welcome emails increase open rates by 50-60% This is way higher than standard promotional emails. That means customers want to hear from you when they first sign up. 2. Building Trust Early On A Welcome Series establishes trust by reinforcing why someone subscribed and how your product or service will meet their needs. How to build trust: - Outline what they can expect from you. Whether it’s the frequency of emails, the type of content, or any special perks, being upfront builds a foundation of trust. - People trust brands with a mission. You'll create an emotional connection if you can articulate your “why” and explain how you solve their problems. 3. Priming the Customer for Their First Purchase You know those store greeters that drop you the hottest deals or most popular products? Your Welcome Series should be doing the same thing. It should guide customers toward making that first purchase by: - Offering a time-sensitive discount in your Welcome Series to make customers feel more comfortable pulling the trigger on their first purchase. - Introducing your best-selling products or services to increase the chances of a purchase. 4. Building Long-Term Engagement You want to use these series as a chance to build a relationship that lasts with: - Educational guides, product tutorials, or thought-leadership articles - Finding out if customers prefer educational content or if they click certain product links to help segment and personalize future emails. - Offering early access to products or VIP benefits helps new subscribers feel valued. 5. Laying the Foundation for Segmentation The Welcome Series is meant to help you understand your customers and segment them for future targeted campaigns. How to use segmentation: - If a customer clicks on a product link but doesn’t buy → Segment them into an abandoned cart series or product follow-ups. - If a subscriber engaged more with educational content than product links → Send them more value-driven content rather than hard sales pitches. A subscriber who feels welcomed and informed is less likely to unsubscribe and more likely to engage with your future campaigns.

This one email can make or break your entire newsletter strategy. Yet 9 out of 10 creators completely mess it up (don't be one of them): Of course, I'm talking about your newsletter welcome email. Luckily, after studying 50+ newsletters, I've come up with a simple formula to nail your welcome email (in just 6 steps). Let's break it down: Step 1: Reinforce your reader's decision to opt-in for your newsletter I like to do this by giving my readers a warm welcome & showing authority or social proof. Step 2: Remind them what's in it for them Right after welcoming the reader, make sure to explain again your value proposition. In other words, remind them how your emails will add value to their life or business. And yes - even if they just read it on your landing page. You want to constantly remind people of what's in it for them. Step 3: Set expectations for what's going to happen next Then, walk them through the logistics of how you’ll provide this value to them. You want to clearly tell people: - When - And how often You’ll be emailing them. Step 4: Ask for a reply When someone replies to your emails, they're more likely to always get your newsletters in their primary folder. That also improves your overall "sender reputation." Which in turn increases the odds that other people also get your emails in their primary folder. That's why it's so important to ask for a reply in your welcome email. Pro tip: Offer an incentive in exchange for people to respond to maximize uptake. Step 5: Make it easy for them to get instant value from you This is a step a lot of creators forget about but it’s actually super important. Luckily, there’s a few different ways to accomplish this. For example: You can share: - A free bonus resource - A curation of some of your best newsletters - Or an invite to a free group or community (if you have one) The key? Don't make people wait until your next email to start getting value. Otherwise, they might not open your next email. (Bonus) Step 6: Present them with a special welcome offer. If you have a low-ticket product for sale, you can give your reader a special (but limited) discount or bonus to grab a copy. This is another way to provide instant value to new subscribers... While also increasing their lifetime value. This is definitely a more advanced technique but definitely worth trying if possible. And that's it! Hope this was helpful. PS - I put together a swipe file with 4 welcome email examples (and templates) so it's easier to write yours. Wanna check it out? Comment "swipe" & I'll send you a copy.