Welcome email: what to write in it to attract customers
Do you need welcome emails?
Yes, welcome emails are necessary. They are opened and read many times more often than regular newsletters. A subscriber has just left their email address and is waiting for a response — this is the moment of maximum interest.
But the main thing is the opportunity to establish contact with the client and encourage them to take the next steps. Here's what a welcome email does:
- Suggests what to do next — how to use the service, where to find important information, where the personal account is located.
- Demonstrates the value of your products and services.
Tells the subscriber what kind of emails to expect in the future.
Helps to know the client better — for example, through a short survey.
Creates trustful relationships if you share the company’s mission and values.
Moreover, it is an important tool in email marketing. In a welcome email, you can ask to add you to the contacts list so that subsequent emails do not go to spam, as well as segment the audience for more accurate mailings in the future.
If you want subscribers not just to open the email but to continue interacting with the brand, a welcome email newsletter is a must-have.
What should be included in a welcome email
A welcome message is a chance to leave a good first impression. It should be useful, clear, and match the brand style.
Here are the key elements to include:
- Sections of the website worth exploring.
- Popular products or services.
- Best articles or guides.
- Tips for getting started with the service.
You can create cards with quick links or highlight buttons with CTA.
What a welcome sequence consists of
A welcome sequence is a series of emails that gradually introduces the subscriber to the brand and leads them to their first order.
Usually, such a series consists of three to eight emails, but the exact number depends on the niche. The main thing is not to overload the subscriber and provide information step by step.
- tell about the company and its values;
- explain how your products or services are beneficial to the client;
- invite them to take a short survey to better understand the subscriber’s needs and send them more relevant content.
To motivate completing the survey, you might offer a bonus — for example, a discount or promo code.
- showcase popular products or services;
- offer a limited-time special offer (discount, gift, free shipping);
- share case studies and reviews from clients who have already used your product.
It’s important that each email in the sequence logically complements the previous one and smoothly leads the client to a purchase. If the subscriber does not respond, you can send a final email reminding them of the bonus and creating a sense of urgency (“Only one day left!”).
A well-structured welcome sequence not only introduces the brand but also helps build trust and leads the client to their first purchase without pressure.
How to create good welcome emails in 2025
In 2025, as competition for customer attention intensifies, it's important to make sure that your welcome email is not only informative but also emotionally engaging. Here are some ideas that will help you create welcome emails that really work.
- a discount on the first order,
- free shipping,
- exclusive content,
- access to a closed club or loyalty program.
The clearer and more attractive the offer, the higher the likelihood that the person will make a purchase immediately.
- “Thank you for subscribing. You will now receive our emails about this and that” — this tone is too cold; it might not suit all brands.
- “{name}, welcome to the world of stylish and comfortable clothing! We've prepared a 10% discount on your first order — here’s your code: WELCOME10” — here, the tone is more suitable for B2C newsletters.
If the format allows, add a personal greeting from the company founder or team. This makes the email more lively and builds trust.
- Useful tips and product selections once a week.
- Exclusive discounts and access to closed promotions.
- Guides, case studies, and trend analyses. This way, the client is less likely to unsubscribe in the future.
- The most popular products or services.
- A guide on how to use the product.
- A section with frequently asked questions. If the product is complex, you can offer a free webinar, video, mini-course, or trial version.
- Reviews from satisfied clients.
- Case studies with numbers and results.
- Mentions in the media or awards.
For example, if you have an online store, you can include a block in the email: “See what our clients are saying” with reviews and photos of buyers.
- On messengers — quick news and discounts.
- On Instagram* — inspiration and trend analyses.
- On YouTube — expert videos and case breakdowns.
- “Get a discount.”
- “Choose your product.”
- “See popular products.”
Leave secondary details for the next emails in the welcome sequence. The first email should be concise, easy to read, and have a clear meaning.
Conclusion
An effective welcome email should be useful, personalized, and easy to digest. If it offers a benefit to the subscriber, evokes emotions, and motivates action — then you've done everything right.
Test different formats, analyze results, and improve the funnel so that subscribers not only read the emails but also turn into loyal customers.