Practical Ecommerce Merchant

April 2, 2025

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Better ‘Welcome’ Emails for Ecommerce

A whopping 60% of subscribers open welcome emails. Yet many merchants give the emails little thought, with rote messages such as “Thanks for signing up! Here’s 10% off” or “Welcome to our newsletter — stay tuned!”

Discounts alone do not build loyalty, and a vague “welcome” doesn’t spur action.

Done well, welcome emails drive revenue and long-term customers.

As an email marketer who has worked with consumer, retail, and direct-to-consumer brands, I’ve built campaigns from scratch and understand the importance of welcome emails.

Here’s how to create welcome emails that drive sales and build a brand.

The first touchpoint with a subscriber should reflect a brand’s core marketing strategy. What do you want new subscribers to do, feel, and think after reading the message?

• If retention is a priority, highlight loyalty programs, subscriptions, or re-orders.

• If high order size is key, use reviews, user-generated content, and endorsements to boost confidence.

• To encourage product education, provide a path to blogs, videos, or a community group.

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