SocialA welcome email is one of the most important emails you’ll ever send subscribers. After all, it’s the email that makes or breaks their first impression of your brand. Get it right and you’ll have a highly engaged subscriber from the word “go”.
Countless studies show that welcome emails drive higher open and click rates than standard emails. Yet despite this, a recent industry benchmark report found that 51% of brands do not use a welcome email.
So let’s get one thing straight: a welcome email is a must. Whether you’re a food blogger, a nonprofit, or an ecommerce brand – every business should be welcoming new subscribers with an automated email.
In this article, we’re going to take a quick look at why and dive deeper into how to write a great welcome email.
Page Contents
- 5 reasons why you should send new subscribers a welcome email
- The 10 elements of a great welcome email
- Final thoughts
5 Reasons Why You Should Send New Subscribers a Welcome Email
When a website visitor signs up to your mailing list, they’re telling you they’re interested in your product or service. They want to hear from you.
If you’re not emailing them right then, you’re missing a golden opportunity. These stats prove just how valuable welcome emails can be:
- Open rates for welcome emails are up to 86% higher than standard emails (Vero)
- They generate 5x the click-through rate of standard campaigns (InboxArmy)
- Welcome emails with offers can boost revenue by 30% per email (Invespcro)
- 74% of consumers expect a welcome email as soon as they subscribe (Wordstream)
- Subscribers who receive a welcome email show 33% more engagement (InboxArmy)
Welcome emails also help improve your deliverability. So let’s look at how to write a great one.
The 10 Elements of a Great Welcome Email
1. Send It Immediately
Send your welcome email as soon as someone subscribes. Engagement is highest within the first 48 hours—so act fast. Marketing automation tools make this simple.
2. Write an Enticing Subject Line
A strong subject line grabs attention. Keep it concise (6–10 words is ideal) and relevant. Examples:
- Welcome to the club!
- Thanks for joining
- Nice to meet you
Mentioning an offer in the subject line can also increase open rates.
3. Make It Personal
Greet your subscriber by name, and consider using a real sender name instead of a generic address. Personalized subject lines boost open rates by 26% on average (Experian).
Avoid sending from noreply@yourbrand.com—it feels robotic and uninviting.
4. Say Thank You
A simple thank you builds goodwill and appreciation. Whether it’s text, an image, or a GIF, showing gratitude makes subscribers feel valued.
5. Explain the Benefits
Remind your audience why they signed up and what they’ll gain—whether that’s content, deals, or exclusive access.
Answer the subscriber’s key question: “What’s in it for me?”
6. Tell Your Story
Introduce your brand. Share your mission, values, or a little backstory to build a connection.
Keep it relevant to the customer—why should they care? Let them see the humans behind the brand.
7. Provide Free Value
Give something helpful for free—like a resource, discount code, or exclusive content.
Welcome offers have been shown to increase revenue by 30% per email.
8. Set Expectations
Let subscribers know how often you’ll email them and what kind of content they’ll receive.
Also, make it easy to unsubscribe. This builds trust and ensures a more engaged list.
9. Show Your Brand at Its Best
Highlight your top content or best-sellers. Let subscribers know what sets you apart.
Share your unique value proposition with strong visuals and copy.
10. Be Clear on Your Goal
What do you want subscribers to do next? Include a single, focused CTA:
- Use a discount
- Follow on social media
- Read your latest blog
This is the best time to prompt action while engagement is high.
Final Thoughts
Your welcome email carries weight. It sets the tone, introduces your brand, and guides new subscribers toward a deeper relationship with you.
Make it immediate. Make it personal. And most of all, make it meaningful.
