Written as a ghostwriter for a private client. The original publication is no longer available. Raw copy shared for portfolio purposes only.
11 May 2021
Top 7 Welcome Email Design Examples to Boost CTR
A Brief Intro
A well-designed and thought-out welcome email is arguably the most crucial piece of marketing you’ll ever send. For many subscribers, this will be the first communication they’ve received from your brand. So, to make that perfect first impression, your welcome email template must be on point.
The best welcome emails will be sent within hours, if not minutes, of a customer clicking the subscribe button. This is when they are the most engaged with your brand, and you’re still at the forefront of their mind.
But no matter how promptly your welcome email is received, a poor welcome email template design is only going to put off a once-interested customer.
What is a Welcome Email Template, and Why Do You Need It?
Your welcome email is probably the first piece of communication a customer (or potential customer) will receive from your brand. This is your chance to introduce yourself, make a personal connection, and demonstrate how subscribing to your newsletter will benefit them.
- Studies find that the average clickthrough rates (CTR) for welcome emails is around 5 times higher than any other newsletters your brand will send. https://www.getresponse.com/resources/reports/email-marketing-benchmarks
- On average, over 82% of welcome emails get opened. https://www.getresponse.com/resources/reports/email-marketing-benchmarks#welcome-emails
When a customer first subscribes to your newsletter, this is your best chance to make a great impression. Your brand is likely at the forefront of their mind, and they’re interested in what you have to say.
Whether they’re signing up for a loyalty program, buying a product, booking a service, or utilizing a free tool, a welcome email is your chance to show them what you have to offer… And it’s the highest chance you’ve got of these offers being taken up!
How Do Welcome Emails Boost CTR?
According to the above stats, 8/10 new subscribers will open your welcome email, and 1/4 of these will actually follow your call to action (CTA) and click through to your website.
But not all welcome email examples will receive such impressive CTRs.
- A poor welcome email template design
- A confusing or contradicting message
- Unclear or cluttered CTAs
- Leaving too much time between the customer subscribing and receiving the welcome email
… These can all lead to unsatisfactory returns and an email that’s more likely to get binned than cherished.
To ensure you end up with one of the best examples of welcome emails with a great CTR, follow our guidelines:
H3: Optimize for Mobile
Although studies have shown that readers who open your email on their computer or laptop are three times more likely to click a link, over half of all opened emails are opened on a smartphone. And 70% of readers will immediately delete an email that isn’t optimized correctly. https://www.smartinsights.com/email-marketing/email-marketing-analytics/desktop-vs-mobile-email-marketing-clickthrough-rates-infographic/
With these figures, it’s not difficult to understand why the best welcome email template design must be attractive and functional for any device.
When you’re looking for welcome email design inspiration, check how the email will present on a smartphone, tablet, and desktop to ensure you’re covering all bases. There’s no point in creating the perfect welcome email template, only for it to be deleted because it looked rubbish on a smaller screen.
H3: Include Images
You know the phrase about pictures being worth a thousand words, right? Well, did you know that they’re also worth a 42% higher CTR? https://www.getvero.com/resources/increase-email-click-through-rates/
That’s right, emails that contain even just one image produce 42% higher CTR than those without. What’s more, emails containing GIFs see a 26% increase in CTR! http://www.emailinstitute.com/email-technology/animated-gif-26-increase-click-through-rate
We all know that human beings are visual creatures… This means that utilizing imagery in your email template is essential for inspiring your readers and convincing them to click through to your landing page.
Pro Tip: If you’re using GIFs in your email, make sure they’re under 1MB. If the file is too large, it will dramatically slow down the loading time of the email, causing customers to delete or emails to be flagged as spam. https://www.activecampaign.com/blog/email-ctr
H3: Don’t Overdo The CTAs
Although finding the perfect call to action is what leads readers to click through to your landing page, overdoing it can be almost as detrimental as not including a CTA at all!
In fact, Ellie Mirman found that emails containing a single CTA increased clicks by 371%. It also increased sales by 1617%. And no, I haven’t typoed here. Those are the actual figures. https://www.wordstream.com/blog/ws/2015/06/10/digital-marketing-stats
The logic behind this is that, when faced with too much choice, buyers will choose not to buy. It’s a phenomenon called “analysis paralysis,” which is a fascinating topic. https://en.wikipedia.org/wiki/Analysis_paralysis
But whether you’re interested in psychology or not, one thing is clear: too much choice is bad.
Keep your CTAs clear, concise, and stick with one or two at the most.
What Makes A Good Welcome Email Template Design?
Now we know what a welcome email is and how you can use it to boost your CTR, let’s take a look at what goes into the best welcome emails and how to create the perfect first impression for your brand.
H3: Subject line
Before a subscriber even thinks about opening your email, they see your subject line. If you want them to engage, this needs to be, well, engaging. Duh.
That said, you don’t need to be overly salesy with your subject line. Remember, email subscribers have already given you permission to contact them and are clearly at least a little interested in what you have to say. So, making your welcome email feel like it’s coming from a friend – not a faceless business entity – is a great way to build the right sort of relationship with your readers on the offset.
A great template to use for the subject line is greeting – “welcome” – benefit – “enjoy X% off your first order” – and/or a CTA – “get started.”
The best welcome email subject lines are friendly, welcoming, and straightforward, but they also leave absolutely no confusion about why they’re there.
Bear in mind that it’s easy to forget you’ve subscribed to a new email newsletter, so use your subject line to immediately remind your readers that they asked you to contact them. That way, you won’t get mistaken for spam.
Depending on your brand, it might be beneficial to add an emoji to the subject line. This makes your brand feel immediately more friendly and can even boost your open rate (only around 4% of emails use emojis, but they’re opened at a rate of 25%, compared to a 22% rate for emoji-free emails). https://www.getresponse.com/blog/emojis-email-subject-line-best-practices
If you decide to use emojis, be careful. Using these images for the sake of it can make your email feel unprofessional or as though you’re trying too hard.
H3: Personalization
In today’s online, highly personalized world, customers don’t want standard email blasts that clearly haven’t had any thought or effort put into them. Customers want to feel connected and as though their engagement is valuable. So, show them they’re valued.
It takes virtually no effort to personalize a welcome email template. At a minimum, you should be greeting your customers by name and include customized offers and experiences.
A great way to boost personalization (and CTR) is to ask your readers what sort of content they want. This enables you to only send newsletters, offers, and communications that your customers are genuinely interested in. Not only that, but it lets the reader feel like their preferences and opinions are valued by your brand.
You should also provide a personal touch from your end. After all, the customer has taken the time to opt in to your newsletter, you can take the time to write to them.
Even if you’re using a welcome email template, include a personal message written in the first person. A scanned image of your signature is another highly professional and personal touch that can help boost your CTR.
H3: Branding
It (hopefully) goes without saying that getting your branding right in your welcome email template design is vital. A customer might have forgotten they signed up for your newsletter, so ensuring your font, color scheme, tone of voice, images, and every single aspect of the email is nicely branded and immediately identifiable as you.
When designing your welcome email template, take a long, hard look at your website to create a consistent brand image.
Every communication and contact you have with your customer should leave no questions about who you are or why you’re getting in touch. Keep your templates consistent with plenty of branding to ensure a cohesive experience. Your logo is an essential part of this.
H3: Captivating Message
We’ve already looked at creating a compelling subject line, but ensuring your welcome email is captivating goes beyond the first line subscribers read.
Every sentence, word, and CTA in the best welcome emails have been carefully chosen to engage readers and pull them into the conversation. Remember, your welcome email sets the tone for future interactions. A boring first impression is unlikely to lead to engaged customers who are excited to hear from you.
Start by highlighting the benefits of your newsletter. Whether they’ve signed up for exclusive offers, to participate in your loyalty program, to receive the latest news updates, or for your expert advice and influence… A welcome email should incorporate a teaser of what the reader can expect from future communications and immediately shower them in the benefits of being part of the email list.
It’s also worthwhile reminding the reader who you are. This could be a brief intro or story. If you’re associated with a charity or are engaged with socially responsible actions, you might want to highlight your brand values or share how customer contributions have made a difference.
A good understanding of your target audience will help you create a captivating message that ticks all the right boxes.
H3: Call-to-Action & Social Media Buttons
You’re not going to boost your CTR if you don’t have a call to action for readers to follow!
A/B testing various CTAs is your best bet when it comes to creating a compelling welcome email template that converts.
Pick one CTA to avoid your readers feeling overwhelmed with choice and make sure they are relevant to the email’s content (for example, if your email contains a discount code, a “shop now” CTA would be appropriate).
In addition to a great call-to-action, encouraging your readers to engage on social media is a valuable addition to a welcome email template.
This could be as simple as including links to your various social accounts at the bottom of the email, or you could take it a step further with a branded hashtag for them to use on Instagram, Twitter, or another social media platform.
Building brand awareness while providing a personal touch? Win/win!
The Best Welcome Email Examples that Boost CTR
These examples of welcome emails are a great place to find some inspiration for your next campaign. While the templates are not all specifically welcome emails, they are highly customizable and an excellent starting point for any email marketing campaign.
H3: Email Example 1
Fashion Ink Welcome Email Template
This email immediately lets you know why it’s in your inbox, with a double friendly greeting – “Thanks for signing up!” and “welcome!” – along with a simple image. The welcome email template features the company logo at the top of the message and can be customized to suit your brand colors.
The CTAs are understated in this template but serve their purpose by enabling the reader to easily see the fashion store’s best-selling items, serving as features and CTAs.
Each heading also includes extra information, immediately establishing the brand as an expert. We like the idea that the featured products are based on the customers’ browsing/shopping history rather than generic offerings.
We would include contact information and social media buttons along the bottom of the email. An unsubscribe button is also a nice touch, as it lets the subscriber feel more in control of the interaction. Adding the customer’s name somewhere at the top of the email would also boost personalization.
H3: Email Example 2
Lynk Welcome Email Template
This simple yet effective welcome email is an excellent example.
The header – “welcome to Lynk” leaves no confusion as to why the email has been received, and the subheading – “the platform for gamers to call and text” – is a quality reminder of who the brand is and what they do.
The personalized message certainly ticks the box of ‘welcome emails should sound like they’re from a friend’ with a personal greeting and plenty of compliments for the reader to enjoy.
The CTA is also nicely placed in a bright color that stands out from the email without feeling chucked in. “Verify email” is a popular CTA choice for welcome emails, as it almost always drives engagement. Utilizing email verification also ensures you don’t end up with an email list cluttered with uninterested and unengaged subscribers.
Our favorite part of this welcome email template design is the “Fun Fact” at the bottom of the email. This is a fantastic way of establishing your brand as an expert in the industry while also adding extra value to the customer experience.
H3: Email Example 3
Femina Cosmetics Deal Template
Although this email template is designed as a promotional tool rather than a welcome email, we still think the overall design is a worthy inclusion when looking for welcome email design inspiration.
The company name/logo is clearly featured at the top of the message, followed by a beautiful image of the products you can buy. Although there isn’t a description of the brand, the image clarifies who they are and what they have to offer.
To transform this template into a compelling welcome email, we’d simply change the “Valentine’s Day” promotion to a message along the lines of “Thank you for subscribing, here’s 20% off.” Obviously, the code will need to be amended, and highlighting that it’s a unique special offer just for the subscriber may be valuable.
The CTA here is simple – “shop now” – and relevant based on the email content (you’ve received a discount code, the next step is to use it!).
We really like the sophisticated and warming lilac tones used throughout this email, even in the product image. The cohesive appearance makes the whole email flow really nicely.
You’ll notice the brand’s email address and social media buttons are also included along the bottom of the email to enable additional engagement.
H3: Email Example 4
Autistic Spectrum Thank You Template
Welcome emails don’t just have to greet customers; taking the time to thank them for their contribution is also a worthwhile first interaction.
This particular example is from a charity, but the template can also work if the customer’s contribution was making a purchase or even just subscribing to the newsletter!
The layout of this email template is a wonderful way to greet a new reader. It starts by thanking them by name for their contribution and reminding them what the brand/charity is all about.
The bullet point list provides additional information on the company and the benefits, and we really like the CTA “read more about your contributions.” This offers the reader a chance to learn more about something they’re interested in, rather than a generic “click here” or “shop now” message.
The email ends well, too, with a call for social media engagement in a friendly and personal tone.
And don’t forget the image! The featured image captures the reader’s attention immediately with bright colors that match the non-profit’s branding and logo, which helps create a professional yet friendly feel.
H3: Email Example 5
Tables Introductory Email Template
This email is short and to the point, leaving no room for confusion.
It’s a shame the email doesn’t address the recipient by name, but the no-frills approach to email marketing clearly suits this brand and leaves a professional impression that makes you feel like they’re on your side.
As an app aimed at restaurant owners, we love that the feature image includes plenty of yummy-looking food (although we might want more than a single fried egg if we were to book a table at a restaurant!), which lets you know what the brand is all about without words.
The header for this email – “the reservation app restaurant owners deserve” – is highly engaging and immediately showcases how the brand adds value to its customer – “you deserve this.” They then provide more information about the business in a straightforward yet engaging tone of voice, with a clear CTA enticing customers to “learn more.”
H3: Email Example 6
Samson and Sons Email Newsletter Template
Despite the header in this email newsletter mentioning no. 15, we still think it’s a worthy inclusion when it comes to examples of welcome emails.
This email starts with a clean and professional design that’s easy on the eye and sets the tone for the interaction. The personal message from the CEO establishes the brand’s core values, offering a quality insight and enabling the customer to feel important (the CEO bothered to contact them).
The “6 signs of a strong leader” insight is also valuable and clearly indicates the expert content and advice this newsletter contains. As a welcome email, we’d be tempted to not include the complete list on the email but offer a few points and a CTA enticing customers to head to a landing page to uncover the rest.
A signature at the end of the CEO’s message would add an extra layer of professionalism and personalization to the email. We also noticed that this email doesn’t include a personal greeting.
H3: Email Example 7
Reality Buzz Newsletter Template
If you’re looking for welcome email design inspiration, this realtors’ newsletter is a great place to start… Or not start, as we’d definitely add a “welcome” or “thank you header” with a compelling image and personalized greeting to transform this from a standard newsletter into an excellent welcome email example.
Otherwise, the cartoon-style image at the top of the page is an excellent way to set a friendly and approachable tone for the email. We like the contact information, brand name, and slogan prominently featured in the top-left corner of the website for easy visibility.
The design of this email template ensures it’s easy on the eyes; despite containing quite a lot of text. The CTA – “read our blog” – is nicely identifiable and relevant to the content of the email.
As above, we’d be tempted to transform this into a more ‘teaser’ type welcome email by not including the complete list of tips in the content; instead, we’d use it as an opportunity to entice clickthrough.
Conclusion
In conclusion, a welcome email is your opportunity to make a great first impression with a new reader or customer. It sets the tone for all future interactions and keeps you relevant in the customer’s mind.
To create the best welcome emails, you’ll need to:
- Create a compelling subject line.
- Incorporate one clear CTA.
- Address the subscriber by name and make the email as personalized as possible.
- Include a taster of what they can expect as a subscriber – this could be special offers, exclusive discounts, tips and tricks, or the latest news.
- Don’t assume the customer remembers who you are – introduce your brand and remind them of your values.
- Take care with branding. Every email should include your company name and logo, be written in the brand’s tone of voice, and use images, fonts, and color schemes consistent with your website and branding.
FAQs
How do I write a professional welcome email?
When writing a professional welcome email, it’s essential to start by welcoming your subscribers into the fold and thanking them for opting in. Next, set clear expectations on what the subscriber can expect from your newsletters and how they’ll benefit from opting in.
You should also be sure to introduce yourself. A personalized message from the CEO with a signature looks highly professional and adds a personal touch.
Finally, be consistent with your branding. Your emails should match your website and feature your brand logo and color scheme.
How do I send a welcome email?
Sending a welcome email should be an almost entirely automated process. Otherwise, you’re never going to get it over quickly enough! Email marketing software can easily translate the information your new subscriber provides and compose a compelling, personalized welcome email using the welcome email design template you’ve created. Easy!
How do I thank someone in a welcome email?
There are various ways to tell your subscribers you appreciate them opting in! Although standards are “congrats” or “welcome,” here are a few more ideas for your subject line that will help boost your open and clickthrough rates:
- Thanks for signing up! What’s next?
- Here are some special offers just for you!
- Hi name, let’s get you started.
- Here’s your exclusive offer.
- Now you’ll be the first to know.
- Hello! Thank you for signing up.
- We’re happy you’re here.
- Congratulations, you’re a member!
- Find your exclusive offers inside.
- Welcome to the team.
- Great to have you.
- Nice one!
- You’re in!
- Nice to meet you.
