Why You Should Have a Welcome Email

It’s 2023, and there are still a handful of companies that collect email addresses but don’t send any welcome emails to introduce themselves.

In today's digital age, first impressions matter more than ever. While brick-and-mortar businesses have the luxury of greeting customers with a smile and a handshake, online businesses often rely on a different kind of introduction: the welcome email. This seemingly simple communication can set the tone for your entire relationship with a new customer or subscriber. Here's why every business, regardless of size or industry, should be sending a welcome email.

1. First Impressions Count

A welcome email is often the first direct communication a customer receives from your business. It's your chance to make a positive impression, introduce your brand's voice, and set the stage for future interactions. A well-crafted welcome email can make customers feel valued and appreciated right from the start.

I loved this example from Film Supply that introduces a “faux” customer support contact. It makes me feel valued, and easy to access help if I need it.

2. Higher Engagement Rates

Studies have shown that welcome emails have significantly higher open and click-through rates compared to other types of promotional emails. This means that recipients are more likely to engage with the content of a welcome email, making it a prime opportunity to share important information, offers, or calls to action.

This Welcome Email from Classpass gives me a clear breakdown of steps I need to complete, and prompts me to get started with what I can unlock with my new subscription.

3. Build Trust and Credibility

A welcome email can serve as a digital handshake. By reaching out promptly after a customer signs up or makes a purchase, you demonstrate professionalism and reliability. This can help establish trust, which is crucial for building long-term customer relationships.

I’ll reference the welcome email from Filmsupply that I shared above.

4. Opportunity to Educate and Inform

Use the welcome email as a platform to educate new subscribers about your products, services, or mission. You can provide tips, share resources, or simply give a brief overview of what they can expect from your business in the future.

In this email from Formula Fig, I’m educated on what my membership gets me, and what to expect.

5. Drive Additional Actions

A welcome email can be more than just a greeting. It's an opportunity to drive further actions, whether that's encouraging new subscribers to complete their profile, offering a special discount to incentivize a first purchase, or directing them to follow your social media channels.

In this B2B example from Hotjar, I’m given clear steps for what actions I can take to enable key features to gather insights from my own customers.

6. Set Expectations

Let your subscribers know how often they can expect to hear from you, what kind of content you'll be sending, and how they can adjust their preferences. Setting clear expectations can reduce the chances of unsubscribes and spam reports in the future.

7. Personalization and Segmentation

Welcome emails can be tailored based on how the recipient came into your list. For instance, a new newsletter subscriber might receive different information than a first-time purchaser. This level of personalization can make the recipient feel more connected to your brand.

8. Feedback and Open Channels

Invite new subscribers or customers to provide feedback or ask questions. This not only shows that you value their opinion but also opens a channel for direct communication, which can be invaluable for understanding your audience's needs and preferences.

9. Reinforce Your Brand Identity

Your welcome email is a chance to showcase your brand's personality, values, and aesthetics. Consistent branding in emails helps reinforce brand recognition and loyalty.

10. It's Expected

In many industries, customers have come to expect a welcome email after signing up for a service or making a purchase. Not sending one can make your business appear out of touch or disorganized.

A welcome email is more than just a courteous hello; it's a powerful tool for building relationships, driving engagement, and setting the tone for future interactions. If you're not already sending a welcome email, now's the time to start. It’s a missed opportunity to educate, acknowledge, and form a bond with your potential soon-to-be customer.