5 Tips for Crafting a Strong Welcome Message

Welcome emails are my absolute favorite, both sending and receiving them.

A welcome email feels nothing less than knocking on a stranger’s door and being greeted with the warmest smile. The email’s subject line is the warm smile inviting me to go further, and if that is followed by a fantastic conversation, I’m definitely coming back for more.

A great start to your email marketing strategy, a welcome email has multiple benefits and functions, but most importantly, it opens a window of communication with your customers.

As a small business owner, your customers are at the center of every goal. It is the customer who inspires us to do what we do, gives feedback to help us get better, and provides support to our businesses. It’s only fair to start this relationship with a welcome message, before setting off on a long and fruitful journey together.

What are welcome messages and emails?

You may have noticed welcome messages show up automatically in your inbox after signing up to a newsletter, or blog, or after downloading an application. This email could include simple text, a verification request, a discount coupon, or simply a callout to other products and resources.

A welcome message can be crafted in different ways, but the intent always remains the same: welcoming a customer into your audience.

Rather than using a single email to welcome your audience to your business, it’s best to use marketing automation to create a series that helps to “onboard” the customer. The welcome email is simply the very first in a customer onboarding series.

Write your welcome email with a single goal

The first rule of effective email marketing is that every email you send must have a specific goal. When looking for welcome email campaign ideas, first you must know your goal.

Here are some possible goals that drive real results:

A simple thank you

The goal of your welcome email could be as simple and as a heartfelt “thank you.” Thank the customer for subscribing, then follow up with a newbie discount or welcome deal, using a direct call-to-action to redeem it.

Show what lies ahead

A welcome email can also serve as a window to what lies ahead. Use this opportunity to let your subscribers know what to expect from future emails and why they’ll want to open them.

Promise something, then deliver

If you said, “Subscribe to receive a 10% welcome discount,” make sure the right customers receive the discount. Every promise you make, keep it. If you promise your subscribers that your emails lead to exclusive deals, great tips, promotions, and surprises, make sure you continue to deliver.

Still wondering how to write a welcome email?

Writing a welcome email isn’t something you should rush into. After all, first impressions matter. Although welcome emails enjoy the highest open rate, you need to delight your customers in order for that behavior to continue in your future emails.

If the welcome email is great, chances are subscribers will look forward to your future emails. The inbox is a busy space, crowded, cramped and pushy, so it takes a great email to stand out. Use the tips below to get your welcome email noticed.

Five tips for crafting a stronger welcome message

1. Write sharper subject lines

Subject lines should be interesting and intriguing, but not vague. Your subject line must be specific, while at the same time include a hint to what the subscriber can expect inside without giving everything away.

For example, a welcome email subject line could read, “Welcome! Claim your new subscriber discount.” You’ve clearly stated the welcome message comes with a discount incentive, but the subscriber needs to open the email to learn how much of a discount is up for grabs and learn how to claim it.

2. Add an incentive

Incentives work, both in life and in email marketing. Your subscribers will continue to be customers and subscribers if the emails have clear merit. Festive deals and discounts, sneak-peeks into new products, or valuable information about your business all add value to their continued relationship with a brand. An example of an incentive could be a welcome discount, first order discount, or referral discount.

3. Hint at what’s coming next

A welcome email must offer immediate value and tease future value in upcoming emails at the same time. Be clear and tell your subscribers what’s in store in future emails. For example, you could tease an upcoming buyers guide to be sent in the next email.

4. Make your call-to-action obvious

With every email you send, you want the subscriber to take an action; that includes your welcome email. Whether it is claiming a discount code, subscribing to your blog, or going to a specific page on your website, the email should tell the customer to do something. The call-to-action button tells customers what step they must take next, and should be direct, easy to locate, and linked to the right page.

5. Include your contact information

Your welcome email should work toward building a bridge of communication between your customers and your business. This can only happen if you give your complete contact details to the subscriber. This includes a legitimate email address to which the subscriber can reply. Sharing contact details helps you build trust and lets your subscriber know you’re always available.

More great tips for writing effective welcome emails:

  • Send the welcome email within 48 hours from the time a person subscribes.
  • Personalize the welcome message to have a greater impact.
  • Check for errors and all the links and buttons in your email before you hit send.
  • Encourage social sharing by adding links and buttons to your social media pages. You could also add an incentive for referrals and social sharing.
  • A/B test your welcome email to know what works best for your audience.
  • Include at least one supporting image.

Examples of well written welcome emails

Like I said before, I love receiving welcome messages. It’s not just because of the amazing deals and discounts, but also because of the trust it helps to build with a brand. It’s a great introduction that makes me want to know more.

Here’s a strong welcome email I received a few days back:

Welcome email example

I loved this welcome message, because it’s informative, the joining bonus excites me, and the message makes me look forward to using the product. Notice how it’s clear, simple, and easy to read?

Here’s another one of my favorite email examples that pushes more heavily on the welcome discount:

Welcome email example

The bold, red call-to-action makes the welcome discount the center of attention, there’s a direct link to the shop, and there are clickable buttons that take me directly to specific product categories.

A welcome message must be three things, what I call my “Three C’s” for an effective welcome email message: Concise, Compelling, and Catchy.

Build a bridge of communication

With a strong welcome email, you create a bridge of communication; the first step to a long and successful relationship with your valued customers. Your welcome message is the start of a relationship with your customers–make it count.