Welcome emails are the Daryl Dixon of lifecycle email marketing. Soft-spoken, sometimes overlooked yet alwayskicking ass.
The success of your onboarding flow relies heavily on the first few touches. The welcome email should be actionable, informative and clear. The examples in this post cover a range of approaches. Some might work great for your business, other might not. Testing, as always, is highly encouraged.
The Purpose of Welcome Emails
One important thing to remember about welcome emails is that open and click rates are the wrong metrics to measure. Of course, you’ll want to tweak subject lines and body copy to maximize impact but the real purpose the welcome email is to move users through your onboarding process. The next step, depending on your software, blog, store, etc. could be encouraging users to complete their profile, download something, read your docs or something else entirely. Whatever that step is, it must deliver value.
The metric to measure is the conversion rate. How many people took the step you asked them to take?
With this in mind, let’s dive into the examples.
