How to Make the Most of Your Welcome Emails

What Is a Welcome Mailer?

What’s In a Welcome Email?

But Wait, There’s More.

  • Send from a real person’s account
    For instance, you could send the mail as the CEO, including their photo, signature, and an active return addrss for that extra personal touch.
  • Personalisation is key
    According to, emails with personalised subject lines have 50% higher open rates and lead to 58% higher click-to-open rates. Tailored content also retains your audience for longer.
  • Include your logo and corporate identity
    This doesn’t just inspire trust but ensures that your audience knows immediately that the mail is from you. A recognisable brand is a memorable one.
  • Use friendly, inviting language
    People trust and connect with people. So, write your message in a style and tone that’s welcoming and engaging — not overly formal or jargony. If your brand supports it, you can even throw in a bit of personality and humour.
  • Keep it short and simple
    In today’s world of instant gratification, readers’ attention spans are limited. The most effective welcome emails are short (100 words or less) and get to the point quickly.
  • Provide value upfront
    What they say about first impressions holds for welcome mailers too. This is the time to demonstrate your value, so put discounts, tips, and resources right at the top.
  • Break up content with separate panels
    Digital screens are a strain on the eye — break your content up with design and generous white space to make it more attractive and easier to consume.
  • Use clear lists of steps where necessary
    If there’s a process that your subscriber needs to complete, list the steps clearly, using graphics, design, and white space to guide them.
  • Maximise click-throughs with a button
    A call to action is only effective if your reader can see it. Big, bold buttons in emails (rather than simple HTML links) draw readers’ attention directly to where you want them to go, maximising click-through rates and sales.
  • Include supportive links
    This can include links to a few online tools and resources, as well as trust factor links to social media pages.
  • Link to an online version of your mail
    As mentioned above, many email providers won’t (or can’t) display certain images in emails. In addition to writing your message in HTML text, you can also include a link to an online version of your mail to really cover your bases.
  • Answer common questions
    If you often get bombarded by similar questions from new clients, try answering them upfront in your welcome mail. This put your customers’ minds at ease, boosts client retention, and limits the number of queries coming through to your support team.
  • Include contact details
    Your audience is made up of real people. If you want them to really engage with you, they must be able to contact you.
  • Include links to manage email preferences or unsubscribe
    This isn’t just preferable, it’s a legal requirement. Your subscribers must be able to opt out of your messages if they want to.




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Marketing automation software that enables data-driven and hyper-personalised communication via email and SMS.

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