3 Good Welcome Email Examples

We talk about setting expectations in your email marketing campaign, and the welcome message is often overlooked as a place to do that. This is an ideal place to let subscribers know they have successfully signed up, what emails to expect from you, and any other important information.

The welcome message is the first message in your autoresponder series. Whether you are just setting your messages up or have had them in place for a long time, it’s time to ask yourself if your welcome message is one to be proud of.

In this article we’ll look at three businesses that have done an excellent job in setting up their welcome message.


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Jamie Coles manages the email campaign for http://www.freewebstore.org, where you can sign up for their e-newsletters. First off, he did a really good job with the layout of this message. Notice the company logo at the top:


Inserting the company logo at the top of each email helps with brand recognition and consistency. If your subscribers are able to easily identify your emails, that will help with reducing unsubscribes and complaints.

After explaining the value of being on his email list, Jamie details what to expect tomorrow:


Little teasers like this are great for keeping subscribers hooked. They know what they can look forward to, and that they will need to read your email tomorrow to get that information.

Sports Car Digest

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Jamie Doyle runs the email campaign for http://www.sportscardigest.com.

Jamie breaks down the information that will be shared with his subscribers very well. One line in particular really helps set subscriber expectations:


Letting the subscriber know what day to expect emails means they will be prepared when the email shows up in their inbox and will be anticipating it.

Jamie also asks the subscribers to add him to their address books to insure these emails will be delivered:


If you’re in your subscribers’ address book, you’re much less likely to be filtered into the Spam/Bulk folder. With Gmail’s priority inbox, it’s even more important to make sure you remind your subscribers to do that.

Fun Music Company

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Kevin and Janice Tuck run the site http://www.funmusicco.com, which offers resources for music teachers. Janice has an attractive welcome message using images and side bar links:


A lot of HTML email templates have these side bars that allow you to have images and listings of featured products without distracting the subscriber from the main point of the email. These multiple calls for action will keep subscribers engaged with your website.

Janice does a great job in explaining what to expect in her emails:


It’s important your subscribers know up front exactly what they signed up for. The more your subscribers know about your email campaign and what to expect from it, the less likely they are to unsubscribe or complain.

How to Apply These Lessons To Your Welcome Email

Make sure your welcome message sets expectations, and that it (and all your messages) are consistent and keep subscribers engaged with your website.

You can accomplish this by:

  • Letting subscribers know when you’re sending messages
  • Explaining to your subscribers what you’ll be sending them
  • Asking subscribers to add you to their address book
  • Branding your messages with your logo
  • Using templates that will allow you to feature products in the sidebar (if applicable)

How Does Your Welcome Email Stack Up?

What have you done to set subscribers’ expectations in your welcome email?