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The
WelcomeEmail
Email Marketing 101
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If you don’t send a welcome email...
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…it’s kind of like starting a conversation with a stranger, without ever saying hello!
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what is a welcome email?
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A welcome email is an opportunity to…
Introduce your
brand
Invite users to engage
with you further
Share tips/guida
nce on using your
product
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A welcome email is not...
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…a confirmation email.
Though they are easily confused, a confirmation email is meant to confirm subscription to a list and ensure you’re sending to recipients who
have opted in. Your confirmation email should include one simple call to action (CTA).
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WHY SHOULD I SEND a welcome email?
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A welcome email is your chance to convince customers they
are in the right place!
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Aristotle was a big fan of welcome emails—they follow his three
modes of persuasion.
Your best bet is to appeal to your customer’s logos, pathos, and ethos...
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Logos
Ethos
PAthos
(logic/reasoning)
(credibility/trust)
(emotion)
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Logos (logic/reasoning)
WHY?Ease any onboarding concerns or friction and encourage users to continue using your product/service..
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Logos (logic/reasoning)
HOW? Link to a FAQ or an onboarding video.
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EThos (credibility/trust)
WHY?
Introduce your product/service, reinforce your brand, establish credibility, and let your subscribers know their inbox is safe with you.
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ETHOS (credibility/trust)
HOW?Include a customer quote, well-known customer logos, and use strong branding.
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PATHOS (emotion)
WHY?Thank them for signing up and remind them they are valued, leave them with a warm, fuzzy feeling.
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PATHOS (emotion)
HOW?
Show gratitude (and personality!) and invite your subscribers to engage with your community by linking to your social media channels.
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Series tip
You could also provide additional messaging that…
• Highlights key features of your offering• Provides suggested resources• Encourages users to upgrade• Reminds them to set up email preferences
Why You Need a Preference Center
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WHEN SHOULD I SEND a welcome email?
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You should send immediately after sign-up, and then if it’s a series, over the next few days and weeks.
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Series TIP:
Most businesses can look at their data to determine when users begin to churn or remain inactive. Plan your series accordingly!
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Examples
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Email Example
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Email #1
Thank them for signing up and welcome them to the community
Share an onboarding
video and an FAQ link
Invite users to follow you on
your social channels
Email #2 Email #3
Series Example
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For more welcome email inspiration, check out our blog post:
Email Marketing We’re Geeking Out About
Learn More About Sending YourMarketing Email With SendGrid
Happy Sending!
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