How to Create Welcome Emails for Ecommerce

The initial impressions that we create when we meet someone can have a lasting impact. The same can also be said for your business. That’s why welcome emails are a great way to ensure that you leave a positive impression on your customers.

By providing a seamless journey for your customers and introducing your brand and story, welcome emails can significantly influence your customer's perception of your business. They’re also proven to work. In fact, welcome emails can have incredibly high open rates, with some reaching up to 91.43 per cent. This makes sending a well-crafted welcome email crucial in ensuring that your brand stands out and your customers remain engaged.

Welcome emails for ecommerce businesses have high open rates with some even reporting 91%.

Why your welcome journey emails matter to your brand and your customer

It's not surprising that the welcome email has a high open rate. Customers' interest is at its peak when they first see something, and since they've subscribed to your business alerts, you know they're already interested in your brand. All you need to do is take advantage of that interest.

A welcome journey is not only important to establish customer connections, but it also portrays a professional image. 74 per cent of customers expect to receive a welcome message or email after subscribing to a mailing list or making a purchase from a website. Since emails have a higher return rate compared to any other marketing strategy, it is essential to ensure that you are meeting customer demands by crafting a welcome journey. By sending a welcome email immediately, you will differentiate yourself from the competition, as only 39 per cent of businesses send a welcome email, while 27 per cent do not send any emails during the first three weeks of a new customer's subscription.  

While 74% of customers expect a welcome email, only 39% of businesses will actually send one.

Email journeys have the potential to significantly improve your revenue, with potential growth of up to 89 per cent. A welcome journey is particularly beneficial as it can be automated. This means you won't have to manually compose emails every time a new customer subscribes to your email list. Once you have written and designed your welcome journey, you won't need to update it unless your branding changes, making this one of the simplest ways to help your business become more profitable.

Your welcome journey is an opportunity to recount your brand's story to your customers. Even if you have a comprehensive About Page on your website, there's no guarantee that your customers will take the time to read it. Statistics show that 88 per cent of people check their emails every day. Therefore, your welcome journey can effectively convey your brand's story to your customers and provide helpful resources, which can be a powerful tool to boost your conversion rates.  

The difference between a welcome email & a welcome journey

When a customer subscribes to a new service or website, the first contact they receive is the welcome email. This email marks the beginning of the welcome journey, which is a series of emails designed to guide the customer through their initial experience with the product or service. The welcome email plays a crucial role in setting the tone for the entire journey. In the welcome email, the brand introduces itself to the customer and informs them about what they can expect from the subscription service. It may contain information about the features and benefits of the service, as well as any special promotions or discounts that the customer is eligible for. The email should be well-crafted, welcoming, and informative, and should inspire the customer to continue engaging with the brand.

The welcome journey is a carefully planned series of emails that follows the welcome email. It is designed to provide the customer with a comprehensive introduction to the brand, highlighting its unique features, benefits, and value propositions. The journey typically includes several emails that are sent out over a period of time, each with a specific goal and message. The goal of the welcome journey is to solidify the customer relationship early on and ensure that they are getting the most out of the service. It is a crucial step in improving customer retention and increasing sales. By providing the customer with a positive and informative experience from the outset, the brand can build a strong foundation for a long-term relationship with the customer.

Stages of the customer journey

The stages of the customer journey are split into four main categories; awareness, consideration, conversion and retention.


At this stage of the customer journey, the customer becomes aware of your brand and what you do. This awareness can come from your website, social media, or emails. The customer might have a problem that they feel your brand can help with. They might then sign up for your email subscription, making it even more important to have an automated welcome journey. Brands should use this stage to deliver content that educates the customer about the brand and what they can offer to help solve their problem. Make sure to include a brief introduction to your brand and the products or services you offer. You could also provide links to your educational content such as blogs or tutorial videos. The goal should not be to push sales at this point but to educate the customer.


The consideration stage is an important part of the customer journey, where they are knowledgeable enough about a brand and its offerings to consider making a purchase. At this stage, customers may do their research and compare other brands and products. As a retailer, your focus should be on guiding customers towards your brand and helping them come to a decision. Since you have already established brand awareness in the first stage, you can start marketing your products. For instance, you may send out an email with your best-selling products, customer testimonials, and personalised product suggestions.

During the consideration stage, cart abandonment is also a common occurrence. Customers may add products to their cart on your website but then abandon it without completing the purchase. To address this, you can automate abandoned cart emails to remind customers of their purchases and restart the process. You may even offer a one-time discount or create a sense of urgency to encourage the purchase to be completed.


The conversion stage is a crucial part of the customer journey as it is when the customer is ready to make a purchase. At this stage, it's important to make the purchase process as smooth and effortless as possible for the customer. This can be achieved by offering a streamlined checkout process with multiple payment options and a clear return policy. To further facilitate the conversion stage, you can create a dedicated page that showcases your most popular products, bestsellers, and new arrivals. You can also offer product discounts, free subscription services, and direct links to products the customer has already shown interest in or left in their cart. These direct links can be used as a call to action to further encourage the customer to complete their purchase. Once the customer has made a purchase, it's important to keep them engaged and informed by sending them order confirmations and shipping updates. This not only enhances the customer experience but also helps to build trust and credibility with the customer. For first-time shoppers, it's a good idea to send an automated thank-you email. You could also include a welcome discount of 10 per cent off to encourage them to return and make future purchases.


The retention stage is where you take proactive steps to ensure that your customers keep shopping with your brand instead of turning to a competitor. It is essential to note that providing an outstanding welcome journey is the foundation of customer retention. However, it is not enough to rely solely on a one-time welcome experience. You need to pair it with exceptional ongoing customer service, personalised recommendations, and having educational tools readily available to your customers. By doing so, you create a solid recipe for success in retaining your customers.

Help with your audience retention and send targeted campaigns to your subscribers.

One of the most crucial elements of the retention stage is the email journey. Once the welcome journey is completed, it is essential to continue to send targeted emails regularly to keep in touch with your customers. Emails can serve as a reminder to customers that you are there and create a sense of familiarity with your brand. You can acknowledge birthdays, anniversaries, or special events, and allow early access to sales and promotions. Additionally, you can ask for customer feedback, which can help you improve your products or services. In summary, the retention stage is about building long-term relationships with your customers by staying top of mind and providing personalised experiences that keep them coming back.

How welcome journeys form part of the awareness stage

Starting a journey with a new brand can be an overwhelming experience for customers, especially when they're not sure what to expect. However, with a welcome journey, businesses can make it easier for customers to get to know them, which is a crucial part of the awareness stage of the customer journey. The idea behind a welcome journey is to take the burden off the customer by providing them with a comprehensive introduction to your brand. Instead of having to do their own research to move to the consideration stage, businesses can showcase themselves and tell customers what they're all about and what kinds of products they sell. This way, customers can make an informed decision about whether or not your brand aligns with their needs and preferences. By providing a thorough welcome journey, businesses can make a lasting impression on customers and ensure they learn all they need to know about your brand and products. This helps them make a purchase decision with confidence, instead of missing out on information by simply using your website for their research. Ultimately, a welcome journey is a powerful way to build trust and establish a positive relationship with your customers right from the start.

Best practices for welcome email sequences

When it comes to crafting a welcome journey for your customers, there are a few key things to keep in mind. The most important factor is to make your welcome journey unique and customised to your brand. Avoid copying what other brands have done, as this will make your welcome journey feel unoriginal and uninspiring. Instead, focus on creating a welcome email that reflects your brand's personality and values. One way to create a unique welcome journey is to use creative designs and compelling copy. Make sure your welcome email stands out by using eye-catching graphics, colours, and fonts. Use persuasive language to encourage your customers to engage with your brand and take action. This can include inviting them to browse your website, follow you on social media, or leave a review.

Create a unique journey with welcome emails and try to reflect your brand's personality and values.

Before you start creating your welcome journey, it's important to determine your goals. What do you hope to achieve with this welcome journey? Do you want to upsell your products or services? Collect feedback on your customer experience? Gather testimonials to showcase on your website? Provide new customers with more information about your brand and what you have to offer? Once you've identified your goals, you can structure your welcome journey around them.

When it comes to the number of emails in your welcome journey, we recommend a minimum of three. This allows you to introduce your brand and its offerings, provide more information, and encourage engagement. However, you can also create a longer welcome journey if you have more to say. Just make sure to keep your customer's attention by providing valuable content in each email. By following these guidelines and creating a unique, goal-oriented welcome journey, you can make a great first impression on your customers and set the tone for a long-lasting relationship.

How to incorporate educational content and brand introductions

When it comes to sending emails, it's important to strike a balance between visually appealing content and educational content. One way to achieve this is by including a brand introduction as the written part of your email, followed by additional educational content placed at the bottom of the email. This approach ensures that the customer is not overwhelmed with written content, while still receiving relevant educational material.

If you're creating a welcome journey for new customers, you should split your content across multiple emails to avoid overwhelming them in the first email. A good strategy is to start with your brand story in the initial welcome email, as this is an excellent way to introduce yourself. You can also include a link to FAQs and other important information, such as refunds and returns, or customer service contact information, at the bottom of your email. In addition to the brand story email, you can create separate emails for other types of content, such as blogs or videos. For instance, tutorial videos on how to use your products can be included in one of the welcome journey emails, as this will educate your customers and help push sales. It's also possible to include links to blogs or video tutorials at the bottom of an email containing a brand story. However, be cautious not to make the email visually overwhelming or too busy. By spreading out your educational content across your welcome journey, you can build a strong relationship with your customers and keep them engaged with your brand.

Email Journey Best Practices

Crafting compelling subject lines and preview text to boost open rates

The subject line and preview text of a welcome email are the first things a customer sees when an email arrives in their inbox. If they don't grab their attention, they may not open the email. To keep your open rate high, it's essential to spend time crafting an attention-grabbing subject line and preview text.

The subject line is usually bold and provides context, while the preview text offers more information about the email's content. Together, they help customers understand why they should open the email. With so many emails received every day, it's important to make your subject line and preview text stand out. A well-written subject line can also help the emails avoid being sent to junk folders. Think of the subject line as an advertisement. You want to tell customers what you're offering and make the text catchy enough to grab their attention. For instance, if you're offering a discount in the email, highlight it in the subject line. If you've got new products on offer, make sure you tell your customer. It's also essential to rouse the customer's curiosity. A compelling subject line will improve your email open rate, just like a cliffhanger at the end of a book makes us buy the next one immediately.

Designing mobile-responsive and visually appealing email templates

Just as the copy of your email is important to provide relevant information, it’s just as important that your design elements work and look appealing. When business owners were surveyed about the factors contributing to their email success, they reported that design and copy were the most important. An appealing email design can help keep a customer engaged after they've been drawn in by your catchy subject line.

Although plain text emails can be useful for conveying important information or answering customer questions when it comes to a welcome journey, the most effective emails have appealing designs. You can use your branding colours and fonts to maintain a cohesive journey, and you shouldn't hesitate to draw inspiration from free templates or other email designs you come across. If you're using any images, make sure they're of high quality. Any buttons for a call to action should also stand out so the customer is almost drawn to them. Consider highlighting the button in a contrasting colour to the rest of the email design.

1.7 billion people check their emails on their phones rather than on desktops.

Of the 2.6 billion email users worldwide, a whopping 1.7 billion check their emails on their phones rather than on desktops. This means that your emails need to be designed for both desktop and mobile devices. Responsive emails will work on any device and using an email marketing software like Mailchimp makes it simple to automatically achieve this with their templates, particularly if you have limited coding experience. Mailchimp offers over a hundred email templates for customers with a subscription, and even if you don't want to pay for a subscription, there are still templates available on their free plan. Regardless of which email marketing software you use, you should be able to preview what your emails would look like on both desktop and mobile devices.

Testing different email formats, CTAs, and content to optimise performance

When it comes to email campaigns, testing and improving them can significantly boost your open and click-through rates. To begin, you need to segment your audience into new customers to ensure that your welcome emails are relevant to them. This is important because new customers may have different needs than returning customers, and tailored emails can help establish a strong relationship with them.

Once you've segmented your audience, you can use A/B testing to compare and test different email versions. A/B testing involves dividing your customer groups into two and sending them different emails to compare which one works better. You can test different subject lines to increase open rates, as well as varying designs, fonts, copy, and images. We recommend making only one change at a time to ensure that A/B testing is most effective and that you can easily determine what needs to be changed based on your findings.

Utilise A/B testing to compare subject lines, layout or images and find out what is most effective.

After selecting the winning email, you can adapt your CTA to suit your customer’s preferences. It's essential to note that A/B testing is not a one-time process, and you should continue to test and improve your emails regularly to keep up with your customer's evolving needs.

Pre-send testing is another crucial aspect of testing your emails. This process involves checking for broken links, typos, accessibility, and readability issues in your email. Pre-send testing ensures that your email looks good on different devices, including things like dark mode, so you can get a clear idea of how it will appear to your customers. This process can help you avoid embarrassing mistakes, such as sending an email with a broken link or a typo.

Remember that testing your emails is essential to understand what works best for your audience. Closely monitoring your email performance is crucial to making the most out of your testing and its findings. By tracking your email metrics, such as open rates, click-through rates, and bounce rates, you can identify areas that need improvement and adjust your strategy accordingly.

Monitoring the success of your welcome journey emails

Setting key performance indicators (KPIs) for email campaigns

Having a goal to work towards is important for any aspect of business, and it goes without saying that your emails will be the most effective when you set some key performance indicators (KPIs). When it comes to email journeys, there are a few KPIs you should be aware of.

Conversion rate is the percentage of customers who take an action as a result of an email. Conversion doesn't necessarily mean a sale, it could also mean a customer who clicks your call-to-action button, signs up for business updates, or downloads content. For welcome emails, your conversion rate is crucial in measuring their effectiveness, as it directly impacts your business. Therefore, it's important to measure your conversion rate accurately.

Conversion rate is crucial to understand how impactful your emails are with your audience.

Click-through rate is the percentage of customers that click on any of the links in your email. It is similar to the conversion rate and indicates how invested the customer is in your email and whether or not they are paying attention.

Open rate refers to the percentage of customers who open your emails. It is an excellent indicator of whether your subject line and preview text are captivating enough to grab your customers' attention. Welcome journey emails typically have a high open-rate since customers are expecting them after signing up. However, if you find that your open rate is falling below the 50 per cent mark for welcome emails, it's time to rethink your subject line and approach. You can also compare your welcome email open rates across the journey. For instance, if you notice that your first welcome email has a much higher open rate than your last welcome email, consider making the final email more engaging, so customers are more inclined to open it.

Analyse your welcome email's open rates to determine if your subject line and send times are making the best impression.

Bounce rate refers to the percentage of emails that are not delivered. This might be due to an invalid email address or a problem with the server. Emails can also bounce if the recipient's mailbox is full or if your email's size is too large. If your emails are bouncing, it can damage your sender reputation, which may result in your emails being sent straight to the spam folder. That is why it is vital to keep a close eye on this KPI. You can also clean up your subscriber list to identify any obvious typos like an incorrect email handle.

The list growth rate refers to the rate at which new subscribers are added to your email list. One of the simplest ways to increase your subscriber numbers is by adding an email sign-up form on your website or by providing exclusive deals to members as an incentive.

Your overall return on investment (ROI) is the revenue generated by your email marketing strategy campaigns in relation to the amount you spend on them. If you find that your expenses exceed your ROI, consider revamping your emails or reevaluating where you are spending your budget. The average ROI for email marketing is $36 for every dollar spent.

Return on investment or ROI is calculated by gross profit / Costs * 100

Tracking email open rates, click-through rates, and conversion metrics

When measuring the success of your email welcome journey, it is essential to use the KPIs discussed earlier. You can choose which KPIs are most relevant to your particular journey and focus on them. It's also important to create a plan so you know what you're looking for when assessing your KPIs. To stay on track, set a time to review your KPIs regularly, such as weekly or monthly. This schedule will help you stay accountable and make it easier to measure your growth and identify trends.

Once you have a schedule, you can then outline your goals for your welcome journey and what you want to achieve through the emails. When setting these goals, ensure they are easily measurable and clear to understand. Several email marketing platforms are available for tracking your email KPIs with ease, such as Mailchimp and HubSpot. Google Analytics is another excellent free option for any business, allowing you to set up email tracking for specific email campaigns.

A screenshot of HubSpot's marketing software that claims to help you make strategic business decisions that optimise your marketing efforts.

A healthy open rate for standard campaign emails sits around 20 to 40 per cent. When it comes to welcome emails, the open rate can be as high as 91.43 per cent. This is because customers expect to receive a welcome email after either making a purchase or subscribing to your emails, making them more likely to open it compared to a promotional email several months later. A healthy click-through rate for standard campaign emails is 15 per cent, while for welcome emails, it can be up to 26.9 per cent. Ultimately, the contents of your welcome emails determine your click-through rate. The better the content, the higher your click-through rate will be.  

Analysing customer engagement and feedback for ongoing improvements

Tracking your KPIs is a crucial step in monitoring your customer engagement levels. By keeping a close eye on your KPIs, you will be able to gather insights into what your new subscribers do and optimise your welcome journey accordingly. However, it is important to keep in mind that just like fashion trends, your customer’s wants and needs are constantly evolving, which means that monitoring their engagement levels should be an ongoing process.

One way to leverage your KPIs is by identifying the most engaging content in your welcome journey. For example, if you find that your video tutorial welcome email has the highest engagement rate, you might consider adding links to the videos at the bottom of each of your emails. This is a great way to improve customer engagement and tailor your welcome journey to their preferences.

Use customer feedback and your KPIs to help optimise your brand's welcome journey.

In addition to KPIs, you can also gather valuable feedback from your customers through emails. Asking for product or brand reviews after a purchase has been made is a tried-and-true method that many brands use to gather customer feedback. Offering an incentive, such as a chance to win a prize or a discount on their next purchase, can help encourage customers to leave feedback. Customer feedback is an invaluable tool that can help you refine your welcome journey and improve customer satisfaction. By using the insights gathered from your KPIs and customer feedback, you can shape your welcome journey to meet your customers’ wants and needs and provide them with a seamless experience from the very beginning.

Welcome journey email examples

1.  Miro

An example of a welcome email sent by Miro, helping users get started in 3 easy steps.

Subject: Welcome to Miro! See Our Quickstart Resources.

Miro's welcome email is an excellent example of how to introduce a service to customers. The email design incorporates strong branding and provides a guide on how to use the service. The subject line is simple and straightforward, indicating what to expect from the email. The email's layout is easy to navigate and understand, with the call-to-action button standing out in a bold colour. The email also includes a step-by-step guide for getting started and an option to ask for help at the bottom. This approach is a great example of how a brand can offer a service that is clear and easy for customers to use from the get-go.

2.  Popsmith

An example of a welcome email sent by Popsmith, offering 10% off a starter bundle.

Subject: Welcome to Popsmith

This welcome email from Popsmith serves as a great example of how to welcome new customers. The email not only features a large image of their product but also offers an exclusive discount to new members. The brand has given a brief introduction without taking away from the image or discount button, as well as some information about the starter bundle. This approach is an excellent way to secure immediate sales as soon as a customer signs up.

3.  Alala

An example of an email sent by Alala, welcoming back inactive users that have returned.

Subject: Welcome Back to Alala!

Alala uses this email to welcome back its customers, including inactive members or people who have resubscribed. This is an excellent way to make the customer feel appreciated and remembered. Customers may have forgotten about the brand, and sending an email like this can help to re-engage them.  

4.  Captions

An example of a welcome email by Captions that provides detailed information for new users.

Subject: Welcome to Captions, [Name]

This is an example of a welcome email that provides detailed information to the customer. Unlike the other welcome email examples, this mainly contains written content. However, because the welcome message is sent after the customer has signed up for a service, making them more receptive and likely to read it. Captions have done an excellent job of including all the relevant information in a concise manner. The email encourages the customer to make the most of the free trial to increase the chances of becoming a long-term customer. The use of brand colours in hyperlinks and bolding is cohesive and effective without being overwhelming. Additionally, the welcome email subject line uses the customer's name to create a more personalised feel. There are also no spelling, grammar or punctuation errors in the text. 

5.  Hers

An example of an email by Hers which is a part of a follow-up after a welcome email.

Subject: You’re on your way to results

This email is a good example of a follow-up message in the welcome journey that could be sent to a customer who is already considering your product. It allows you to touch base and provide information that could be useful to them. The before and after photos included in the email serve as proof that the product works, which can enhance the chances of a purchase. While this approach may be particularly effective for certain types of products, such as those that produce a visible change, it can still be used to promote the benefits of any product. 

Basic welcome journey email templates for Dropshipzone Retailers

If you still need help creating a great welcome journey, we’ve provided you with a few templates below to help get you started.

Discount welcome email

Hey [name],

Welcome to [brand name]! We can’t wait to have you as a part of our community.

You’ve joined our mailing list entitling you to exclusive offers and brand updates.

To say thank you for joining, we want to offer you 10% off your first order with the unique discount code WELCOME10. This offer is valid on any full-priced item.

Kind regards,

[brand name]

Product benefits welcome email

Hi [Name],

Welcome to [brand name].

We understand how [a problem that your brand solves] can be frustrating. That’s why we offer [list the benefits of your products]. When you shop with [Brand name], you’ll never [cite the problem in a different way] again.

Now that you’re subscribed, we’ll make sure you never miss out on new products or exclusive discounts.

[brand signature]

Personal introduction email template

Hi [name],

I’m [your name], the founder of [brand name].

I’m so happy you’ve joined our community. I created this brand with customers like you in mind to [insert how your product solves your problem]. I hope you love our products as much as we do!

If you have any questions, make sure to check out our FAQs [link to FAQs page].

Kind regards,

[your name]

Short welcome email template

Hi [name],

Thanks for subscribing to [brand name]. Stay tuned for early access to new products, exclusive discounts, and more!

[brand signature]

Initial impressions count so start your customer's journey into your brand with an impactful welcome email.


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