Boost Your Ecommerce Sales with These Welcome Email Examples​

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rare.io-smart-ecommerce-email-marketing-author-franco-varriano

Written by Franco Varriano.

Human beings are social creatures. We all want to feel part of a tribe. Email marketing with welcome emails can be used effectively as a way to make customers feel part of your brand’s tribe.

But welcome emails aren’t just a way you build a relationship with a customer; they are also key to turning a first-time purchaser into repeat customers. Once a customer has bought your product, they’re primed for a well-targeted offer to make an additional purchase. Think about it: they’ve liked your product enough to buy it, and now they are eagerly awaiting delivery. You’re already on their mind. By welcoming your new subscriber, showing them some love, and adding value while leveraging store data to recommend amazing products they might like based on past buyer behaviors, chances are good they’ll make a second buy.

That is, provided you write an effective welcome email.

We know what works and doesn’t with email marketing because we test new tactics every day. Over the last year at Rare.io, we’ve sent over 150 million emails which led to over $13.5M worth of revenue for our customers. Put another way, we’ve created $110 for every $1 invested in our software by businesses. Along the way, we made some mistakes and (most importantly) we learned a lot about effective email marketing.

Today, we’re going to draw upon that knowledge and experience to show you how to craft welcome emails that keep customers coming back again and again.

Let’s get started!

Timing Is Everything

As much as we like to think of ourselves as free-thinking beings, humans are very pattern-driven. This applies to the time we get up in the morning, when we have lunch, and when we make online purchases.

Your customers have certain consistent times each day when they have the free time to shop online. It might be Sunday mornings lying in bed or Tuesday night catching up on email while the kids are at soccer.

Whatever that time is, you and your emails need to be there. Proper timing means sending your emails on the day and time your customer is in the position to make a purchase based on a previous buying pattern.

With welcome emails, timing is easy: just send the email as soon as the person signs up. If they’re opting into your email list, that means they’ve just made a purchase or are considering one (perhaps they signed up to get a discount, more on that below). When someone is already interacting with your site is the best time to send them a well-targeted offer.

Boost Open Rates with a Compelling Subject Line

According to a report from Radicati, the average user receives 84 emails per day. To make sure your email stands out from this deluge, you need a compelling subject line. What makes a subject line compelling? There isn’t one right answer, but here are some general principles:

  • Keep it short. Aim for 5 words max. A short subject line is quick to read and won’t get cut off on a mobile device.
  • Make it targeted. We cover more on the importance of segmentation below, but you need to send new email subscribers something relevant to them. Not anyone, but this particular customer. Using segmentation (discussed below) helps with this, but you also need to know your customers through research, surveys, and (ideally) one-on-one conversations.
  • Make an irresistible offer. The key to getting people to open your emails is to make them worth opening. This could be the promise of a discount (“50% off poodle nose hair trimmers”), free shipping, a gift card, or even a blog post that will help them use their new purchase.

What does this look like in practice? This subject line of this welcome email from grocery delivery service Instacart demonstrates all three of the above principles:

First, notice how short the subject line is. It’s seven words, which is a bit longer than we recommend. However, the first three words (and the emoji) convey the important message: free delivery. This ensures a high open rate even if a smaller screen cuts off the second half of the subject line.

Next, notice that the subject line is targeted. Granted, it doesn’t include any super specific info (“Free Instacart delivery in Ottawa” might have been better). But given that the user just signed up for the service, it’s still a relevant offer.

Finally, the offer is irresistible. Who doesn’t want free delivery?

Have a Strong Call to Action

Once you’ve gotten the user to open your welcome email with a compelling subject line, you need to keep drawing them in. To do this, you need a strong call to action (CTA). A call to action is a request that gets your user to take the action you want.

What makes a strong call to action?

Effective calls to action are:

  • Concise. Remember, you’re competing with everything else in the inbox. If your request is too long, people will get bored or confused and skip on to the next email
  • Above the fold. Saving your call to action for the end can work for blog posts, but in emails, you need to get your point across ASAP. Don’t make your users scroll: stick that call to action right at the top.
  • Meaningful. What’s the one action that would raise your KPIs? That’s the action you want call users to take. In some cases, that could mean following you on social media, but ask yourself if that’s as valuable as offering them a discount or otherwise prompting them to make a purchase.
  • Focused. Don’t include more than one call to action in the same email. How would you feel if someone you barely know requested a bunch of things at once? If you’ve put in the thought to choose the most meaningful CTA, the focus will take care of itself.
  • An extension of the subject line. When you write a blog post, your headline grabs the reader’s attention and your introduction expands on that. It’s the same in email writing: your subject line draws the reader in and the your call to action follows through on that promise.

What does this look like in practice? Check out this welcome email from Slack:

CTA highlighted in pink (via Good Email Copy)

This email checks all the boxes for an effective call to action:

  • At just five words, “Set up your team now” is concise.
  • You can’t tell from the screenshot, but since it’s only the third paragraph of the email, the CTA appears above the fold (even on mobile).
  • It’s a meaningful call to action, since it gets users to begin the onboarding process.
  • It’s focused. While the email does include a couple other CTAs when they ask users to reply to the email (and also in the post-scripts), these don’t distract from the principal CTA button. Even if the user only clicks that button, the email has accomplished its goal. Any other actions the user takes are bonuses.
  • Finally, the CTA expands on the subject line. The subject promises an invitation to Slack, and the call to action functions to make that invitation a reality.

Design Responsive Welcome Emails

When you’re welcoming a customer to your list, you need to make a strong first impression. One of the quickest turn-offs for a new customer is an email that doesn’t display properly on mobile. You must optimize for all the common devices. If you think optimizing for mobile is still optional, consider this projection from Radicati Group’s latest Email Statistics Report: “By the end of 2018, worldwide mobile email users are expected to total over 2.2 billion.”

Don’t assume that an email you write and design on a desktop or laptop will look good on a mobile device. You need to make sure the buttons and images of the email properly scale for mobile, but you also need to ensure your copy works. With a narrower screen, headlines or calls to action that work on a desktop can be far too long for a busy user to take in at a glance.

To get a sense of what this looks like in practice, check out the image below:

When you’re welcoming a customer to your list, you need to make a strong first impression. One of the quickest turn offs for a new customer is an email that doesn’t display properly on mobile. You must optimize for all the common devices. If you think optimizing for mobile is still optional, consider this projection from Radicati Group’s latest Email Statistics Report: “By the end of 2018, worldwide mobile email users are expected to total over 2.2 billion.”

Don’t assume that an email you write and design on a desktop or laptop will look good on a mobile device. You need to make sure the buttons and images of the email properly scale for mobile, but you also need to ensure your copy works. With a narrower screen, headlines or calls to action that work on a desktop can be far too long for a busy user to take in at a glance.

To get a sense of what this looks like in practice, check out the image below:

Note how the images, text, and buttons scale and realign to meet the new screen resolution. Even on this device, the user can still see the important welcome message and call to action that begin the email. To make sure your emails are readable on a variety of devices, use a quality email marketing software that lets you preview your email at different screen resolutions.

Segment Your Customers from the Start

When was the last time you received a mass mailing? Whether an ad for a furniture store, pizza place, or local dentist, odds are you chucked this message straight in the trash with no more than a glance. Don’t make the same mistake with your emails: use segmentation to send your customers welcome emails they’ll love.

Segmentation is a feature built into many email marketing programs that allow you to group customers based on previous purchases, expressed interests, and myriad other criteria. But how can you segment customers who have just signed up for your email list? You have two  options:

    1. Segment based on purchase. This works best if you run a store that sells products in a variety of categories. For instance, if you sell both men and women’s clothes, you can segment based on gender. This kind of segmentation can (and should) happen before the customer receives the welcome email.
    2. Include segmentation in your sign-up form. This can backfire, since you don’t want to make it difficult to sign up for your email list. But if you have a lot of categories of products on your site, you can ask customers to choose which interest them most. To make sure it doesn’t get in the way, make this part of your sign-up form optional.

And of course, once a customer signs up, you have many additional opportunities for segmentation. Learn more about segmentation here.

Start Welcoming New Customers

We hope you now have a better sense of how to write welcome emails that will turn first-time purchasers and curious email subscribers into loyal, repeat customers for your online store.

To reap the benefits of welcome emails and email marketing in general, you need an email marketing tool. We suggest you check out Rare. Rare lets you personalize your emails to a degree impossible in other email marketing software. We take the data you already have and unlock it to create hyper-targeted offers that translate into a bigger bottom line for you.

And if you’re one of the thousands of merchants who are already using Rare’s Smart Email Marketing software and want to see how our Customer Success Team can work with your brand to grow your revenue – feel free to book a call at your convenience here.

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1 thought on “Boost Your Ecommerce Sales With These Welcome Email Examples”

  1. Pingback: 11+ Genius Confirmation Email Examples Which Make More Sales - Rare.io

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