Back in 2008 we said “Welcome emails have a huge advantage in that they are the most opened of all emails you’ll ever send”
Back n 2010, we said “The email you send to welcome a new subscriber or customer is always the most read email you will ever send”
Back in 2011, we said “The welcome email is the most important email you send because for many of your subscribers, it’s their first email experience with your brand, and perhaps their first interaction with your company”
In 2012, we said “Email provides the highest ROI of any digital marketing channel, and that welcome emails provide the highest ROI of all“
Whether it’s the first time someone registers for your e-newsletter, the first time they walk into your showroom, or their first on-line purchase, first impressions can make a huge difference to whether the prospect is ‘in’ or ‘out’ of your on-going eDM program – and with lifetime value measurements, your on-going revenue!
We have been writing about welcome emails for years. It’s always good to recap so we thought we would bring all our welcome posts together and all the best and worst welcome email examples we have collected and give you a grand line up of welcome emails. We have gathered more examples of welcome emails for you to look at, comment on, learn from and copy for your own welcome email program. We have underlined key areas of each Welcome email, and each thumbnail links to a larger version of the email image. Also each company name below links to their website.
Example 1: We Heart It is a new site like Pinterest, that allows you to find and collate images and share them. I just signed up the other day and they sent me this nice welcome email. It is a clean, simple email that covers what it needs to, introduces you to the site and provides some key links for the subscriber, including links to download their app.
Example 2: Polyvore is a fashion site where you can create outfits, collate items that you like, mix and match products and share it with others while offering brands insight into their customers. Their welcome email, like WeHeartIt, is a clean, simple email that covers what it needs to, introduces you to the site and provides some key links for the subscriber, including links to download their app.
Example 3: KNOW from Positively Wellington Tourism is a top quality e-newsletter that features all the latest events, places, people and news that is going on in Wellington. The KNOW welcome email itself is simple yet smart. It clearly and concisely sets the expectations to the subscriber the frequency of communication, the type of content, reminds you of the email address you registered with, it links to key content on their site, they invite you to connect with them on all their social networks, it even allows you to invite friends. They even link back to the subscribe page in case you forward this email – allowing a clear path to subscribe if the friend you forwarded it to wants to sign up too. We can’t find a thing wrong with this email, can you? (Disclosure: KNOW is a client of our agency, Jericho)
Example 4: Anthropologie is an office favourite here at Jericho. We love the gentle design and the clever copy in the Anthropologie emails. The Welcome describes the frequency and content of the emails, and they invite you to help the emails arrive by adding them to your address book.
Example 5: Alice is the shopping site where you can buy all your non-perishables, leaving you free to get your fresh supplies from your local markets. The Alice Welcome email includes clear calls to action to get started – the best place to do this is in the welcome email. Could improve: They mention emails they will send that are related to your activity, but no mention of what else they will send or how frequently.
Example 6: Old Navy If a Welcome offer for your first purchase is what you are after, Old Navy is here to help with 20% off your first purchase. In their welcome email they link to their family of brands, to their Social Media profiles, and offer T&C’s for the promo. Could improve: There is no description of email frequency or content, and there is no way to share the email to your social networks which means missing out on the newly engaged readers propensity to share right when they are most excited to meet you.
Example 7: Rachel Zoe earns a special mention before we even examine the Welcome email. That’s because as you’ll see if you visit the site, the home page is all about the email registration. It is unthinkable how many websites we find that force you to search to sign up for email. The best email marketers (including the GAP family of sites) use the priority real estate of their home page to sell you to the sign up. If you make money sending email then your number one goal should be to get the email address of your site visitor. Sure you want them to look around, but if you get the email address you get the chance to make your case time and time again… This Welcome email does a number of things right. It welcomes warmly. She sets expectation of frequency, and content. She covers the housekeeping with how to get the email delivered to you and tell your friends, and a nice obvious unsubscribe too.
Example 8: The Whiskey Shop email is a basic looking email with a value-add which incentivises the registration, The Whisky Shop from Auckland nails a great Welcome on a low budget.
Example 9: Underground Skate has a basic email that covers what it needs to and major subscriber engagement – works so well because of the style, and copy. In fact their copy is so good we have previously done a whole blog post on it which you can read here.
Example 10: Outstanding in the wrong way this welcome email misses the mark in almost every way. Dull, unengaging and confusing. It was also sent in the middle of the night long after I had subscribed. This is a major Government department and although we expect them to be a bit behind there is simply no excuse for emails like this leaving the building. The newsletter it prefaces is a useful and important communication, however it is let down by this welcome email. Check out the reply email address. Not only am I unlikely to retain this email for future reference, as am I commanded to do, I am actually a little bit frightened of it.
We would like this to continue to grow into the best resource for welcome email examples on the blogosphere. You can help! Comment on these ones, and send examples of emails you have received, good or bad, email us!