Welcome email: what to write in it to attract customers

Welcome email is the first email that a subscriber receives after signing up. It introduces the brand, explains what to do next, and may contain bonuses, useful content, or offers.

Example of a welcome email

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.

According to GetResponse study, the average open rate for such emails is 68%, while the click-through rate exceeds 15%. CampaignMonitor reported that the open rate for such emails is 91%, and the reading rate of welcome emails is 40% higher than that of regular newsletters.

How high should the open rate be? What to do if it's low? Read in the article.

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:

1. Logo and header. The logo image should be high quality so that it does not pixelate even on high-resolution screens. Don’t forget to write alt text with the brand name — in case the image does not load. As for contacts, address, and other details, it’s better to leave them for later — for example, in the footer of the email. This way, the header will look stylish and not overloaded, while all the important information will still be at hand.

2. Brief story about the company. How are you useful to the subscriber? Why should they stay with you? Emphasize the benefits: access to exclusive materials, discounts, useful newsletters.

3. Guide to the website and product. This can 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.

4. Welcome bonus. A discount, a gift for the first order, a free consultation — any pleasant offer will boost motivation for the first purchase. It’s better if the bonus has a limited validity period.

5. Social media buttons. An invitation to subscribe to Twitter, Telegram, YouTube, or other platforms. You can add examples of the latest posts to attract attention.

6. Contacts and footer. In the footer — legal information, contact details, an unsubscribe link.

What is the footer of the email? What else can and should be included there? Read in the article: “Footer: what it is and why it is needed for your emails”.

The main thing is not to overload the welcome email for the client. It should be concise, straightforward, and lead to the next step: making a purchase, exploring the site, or subscribing to social media. If you want to say more, it's better to create a welcome scenario.

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.

First email: acquaintance. Sent immediately after subscription. Its goal is to thank for the interest, set the tone for communication, and in some cases, confirm the email address. You can briefly explain what content the subscriber will receive in the emails.

Second email: benefit and engagement. In this email, you can:

• 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.

3-4 emails: preparation for the purchase. Now it's time to nudge the subscriber towards their first order. You can:

• 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 evaluate whether your emails performed well? With Altcraft platform, this is easy. Data is broken down by weeks or months, and you can choose any period. Key metrics are automatically collected: the number of opens, clicks on links, the click-to-open ratio, percentage of opens, and click-through rate (CTR). This gives a clear picture of the email performance and identifies areas for improvement. You can view a demonstration of the platform here.

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.

1. Start with a strong offer. A new subscriber has already shown interest in your brand — use this moment to prompt them into their first action. Offer a bonus for signing up:

• 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.

2. Greet them. Use a tone appropriate to your brand and make the greeting warm and personalized.

• “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.

3. Clearly explain what the subscriber will get from the newsletter. People don't like surprises when it comes to emails in their inbox. Let them know what exactly to expect in the newsletter and how often it will arrive. For example:

• 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.

4. Help the subscriber take the first step. The person is just getting to know your brand, and they need a small “map” for orientation. Include useful links in the email:

• 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.

5. Add social proof. Trust plays a key role in the first emails. Show that you are already loved and trusted:

• 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.

6. Invite them to social media. Email is one of the communication channels, but far from the only one. Add links to social media and show how they are useful to the subscriber:

• On messengers — quick news and discounts.
• On Instagram* — inspiration and trend analyses.
• On YouTube — expert videos and case breakdowns.

7. Use clear CTA. Don't leave the subscriber in doubt — tell them what to do next. CTA (call to action) should be specific and logical:

• “Get a discount.”
• “Choose your product.”
• “See popular products.”

8. Don't overload the email. The main mistake of welcome emails is trying to tell everything at once. Long blocks of text, complex formulations, and overloaded design can scare off subscribers.

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.

*a product of Meta, recognized as an extremist organization in the Russian Federation