A website visitor signing up to become a subscriber is the goal of many online businesses, but that is only the first step in turning a visitor into a delighted customer.

Have you ever heard the saying; begin as you mean to go on?  This is exactly why you nurture a subscriber with a series of emails after they join your email list.  For that email address on your list to become a customerl, you need to build a relationship with your subscriber – and that relationship starts with sending a welcome email.

It’s the polite thing to do after all – to thank your new friend for subscribing.

A welcome email is the first email you send to your new subscriber and it’s a great way to introduce your business to them and let them know what to expect from you.  And most of your subscribers are waiting for it.  In fact, 74 percent of people expect a welcome email when they subscribe to your list.

And here’s even more impressive statistics about welcome emails:

As these statistics show, there’s a window of opportunity after someone subscribers to your email list – this is the time they’re most interested in your business.

They work because they arrive right after someone has signed up for your newsletter – in the window of time when your new subscriber is most interested in your emails and your business.  But that doesn’t mean they’re going to read or love just any old welcome email.  There’s an art to a welcome email that sets the tone for a positive relationship with your new subscriber, which is why we’ve put together a list of welcome emails that our team loved in 2020.

But before we dive into the list, here’s some tips to help you write a powerful welcome email that helps you build on the like, know and trust factor with your new subscriber (and maybe even gets you on our best welcome email list in 2021).

Let your email subscriber know that they are in the right place and that they’ve made a good choice by subscribing to your list. A great place to do this is in the subject line of your email.
Deliver on your promise.  If your new subscriber has found their way onto your email list because you offered them a free download, discount code or something else, make sure you give them what they came for.
Give your new subscriber an understanding of what to expect from you in the future.  For example, if you plan on sending weekly, bi-weekly or monthly emails, let them know. If your emails will contain discounts and special offers, tell them. And make sure your subscribers have a way to unsubscribe if they decide your emails aren’t for them.  Your email list is more powerful if it’s full of people who want to read your emails.
Ensure your email is personal.  We love automation here at Keetrax but that doesn’t mean robot style emails.  Your emails should have a personal touch – remember this is all about building a relationship with a potential customer.  And as you will see from the examples that follow, that personal touch can start with your subject line.
Give them other ways to connect with you.  Your welcome email is a little like the first date.  You don’t want to come off too strong just yet, but you do want your new subscriber to get to know you.  Include links to other places to find you (such as social media) so they can do just that.

Now let’s dive into some examples so you can see some of these tips and more best practices in action.

Snuggle Hunny Kids

Why it’s a winner:

  • It’s super cute with on brand imagery!
  • The subject line does a fantastic job of letting the subscriber know they are in the right place and setting a warm and personal tone – before they’ve even opened the email; You’re in! Welcome to The Family.
  • This email lays the foundations for a relationship that could turn subscribers into customers by sharing important values about the company and products and a testimonial from a happy customer.
  • It’s a simple, inviting email which touches your heart – making it perfect for the Snuggle Hunny Kids customer.
Snuggle Hunny Kids

Lucky Pet

Why it’s a winner:

  • A header image focused on pets rather than products is a personal way to welcome a new subscriber and let them know that if they love pets as much as Lucky Pet does, they’re in the right place.
  • Trust is built by sharing the company’s money back guarantee policy and this is done with both text and an eye-catching graphic for anyone scrolling through the email.
  • What the company sells is made clear with clickable images of product categories.
  • The overall tone is designed to make the subscriber feel part of the Lucky Pet family just by subscribing.

Who Gives A Crap

Why it’s a winner!

  • Let’s start with the subject line.  ‘Hello dear, welcome to Who Gives a Crap’. This is a warm and welcoming hello despite the subject matter.
  • The subject line does an excellent job at setting the tone for the body of the email.
  • This email is on brand with the company’s approach of using humour to sell a product that has a higher purpose – funding projects that make a positive impact in the world.
  • It’s concise but packed with essential information –  a link to where you can buy the product and an insight into the values of the company and man behind it.


Why it’s a winner:

  • A reward for subscribing is the first thing you read when this email pops into your inbox – it’s in the subject line. And it’s got a personal twist with the sentence that follows; Save 10% on us! – We can’t wait to see how you use it.
  • They have set expectations by letting the subscriber know what to expect in terms of content in any future emails.
  • The design is fun and happy which is on brand and there is a call to action to join the ‘friend zone’ (rewards program) to receive more exclusive offers.

Talking Shrimp
by Laura Belgray

Why it’s a winner!

  • Laura Belgray is a sharp talking copywriter.  Her website is peppered with witty one liners which carries over into this welcome email starting with her clever subject line; Get it!  Your 5 Secrets to Non-Sucky Copy.
  • This is a no-frills email – with no images, but subscribers are rewarded for being there in the very first paragraph which is where Laura delivers on her promise and shares a link to her freebie download.
  • She offers readers a simple way to share the email, which could mean more subscribers.
  • She gives readers an easy way out in case they’re not into her style, with an unsubscribe message at the bottom of the email.

First impressions are lasting impressions, which means that you should spend time crafting a welcome email that hits the spot with your ideal customers.

Use the tips and examples here for inspiration or contact the team at Keetrax to start designing a welcome email series that helps your clients to feel ‘welcomed’ and open to building on their relationship with you.

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