Let’s talk about welcome emails. Not the kind you get from your dentist that says “Welcome to our family” with a clipart tooth and a Comic Sans signature. I mean the kind that actually works—the kind that makes people want to stick around, click things, maybe even buy something. You know, the digital equivalent of a really good handshake: firm, warm, and memorable.
Why a single email won’t cut it
If you’re only sending one welcome email, you’re basically saying “Hi” and then walking away. That’s not how relationships work; and it’s definitely not how conversions happen. A Welcome Email Series, on the other hand, gives you room to breathe. It lets you build trust, show off your brand’s personality, and nudge people toward doing something useful.
And here’s the kicker: people actually read these. According to Campaign Monitor, welcome emails have an average open rate of 68.6%. That’s miles ahead of your average campaign email. So if you’re going to put effort anywhere in your email marketing, this is the place to do it.
Email 1: The “Hey, you’re here!” message
This one lands right after someone signs up. It’s your digital handshake. You thank them, tell them what to expect, and ideally, give them something for their trouble. A discount code. A free download. A reason to say, “Glad I signed up.”
It’s also your first impression, so don’t get cute with vague subject lines or try to be overly clever. Just be clear, helpful, and human.
Email 2: The “Who we are” story
Now that you’ve said hello, it’s time to show them who they’re dealing with. This email is where you talk about your brand’s mission, values, or origin story. Not in a “we were founded in 2012 with a vision to disrupt” kind of way; more like, “Here’s why we do what we do, and why it might matter to you.”
People buy from brands they feel connected to. This email is how you build that connection.
Email 3: The “Don’t just take our word for it” proof
You’ve introduced yourself. Now prove you’re worth the attention. This email is all about social proof. Think testimonials, case studies, user reviews, or even a few well-placed tweets from happy customers.
Why? Because 92% of consumers trust recommendations from other people more than what a brand says about itself. That’s not a typo.
It’s from Nielsen, and it’s been true for years.
Email 4: The “Here’s how it works” explainer
You’ve got their attention. Now make things easy. This email walks through how your product or service actually works. It might include a quick tutorial video, a list of FAQs, or a few helpful pointers.
The idea is to reduce friction. People don’t convert when they’re confused; they convert when they feel confident.
Email 5: The “Let’s do this” nudge
This is the closer. You’ve welcomed them, told your story, shown proof, and explained the how. Now it’s time to ask for something. A purchase. A demo booking. A community signup. Whatever your goal is, this is the moment to be direct.
Don’t bury your call to action. Make it obvious. Make it easy. And maybe even make it feel like a no-brainer.
A few things to keep in mind while you’re at it
First, personalize. Use their name, reference what they signed up for, and trigger emails based on behavior when you can. People don’t want to feel like email #243 in a batch of 10,000.
Second, don’t send all five emails in five hours. Space them out. One every couple of days works well; enough to stay top of mind, not so much that you get flagged as spammy.
Third, remember that most people are reading on their phones. Over 60%, actually. So if your email looks like a janky desktop newsletter from 2004, you’re already losing. (Emailmonday)
And finally, test stuff. Subject lines, send times, even the order of the emails. A/B testing isn’t just for nerds; it’s how you figure out what actually works.
The numbers don’t lie
Here’s the payoff. According to Klaviyo, subscribers who go through a welcome series generate 33% more revenue than those who don’t. That’s not a rounding error. That’s real money.
So if you’ve been treating your welcome email like an afterthought, it might be time to rethink things. Because when you get it right, you’re not just saying “Welcome.” You’re opening the door to a relationship that lasts.
That’s the breakdown.
We’ll be back with more.
Until then, keep building.
– Perfect Sites Blog