Why Do Ecommerce Brands Need a Welcome Email?

It’s actually the welcome email flow!

One of the most underrated email flows in the ecommerce industry.

Why it’s underrated you might ask? Well, only 57.7% of brands send welcome emails to their newly subscribed users. So, more than 40% of brands don’t leverage welcome emails in their strategy. 

This could be because brands, especially in the ecommerce industry, try to optimize opportunities that get them good sales. So, they focus more on abandoned carts or other email automation that would give them better conversions.

Some also believe that welcome email typically doesn’t get a lot of sales/conversions, so they tend not to spend much time on it. But, looking at it from purely a sales POV is not the best. Even if it doesn’t lead to direct attributable sales, it does help in building a relationship with your audience.

So, in this edition, let’s explore the potential of the welcome email for an ecommerce brand.

Why do ecommerce brands need a welcome email?

Here are some of the main reasons why setting up a good welcome email is crucial and how it affects your brand.

1. To create a good first impression

Ah, yes, the classic reason we have all heard of but never taken seriously. Well, you should. Cause unless someone has directly purchased from your ecommerce platform, the welcome email is one of your first points of communication with them. 

And first impressions are lasting, so it’s important to greet your new subscribers through your welcome email and set the tone for the customer journey. It's not just a courteous gesture; it's a strategic move that can significantly impact your brand's success.

2. To build a connection

Apart from being cordial, a welcome email is also the perfect place to start building a meaningful connection with your audience from the get-go. You can express gratitude, introduce your brand story, and highlight what makes your products or services special.

3. To not seem weird

Ok, hear me out on this one. According to reports, more than 70% of people expect to receive a welcome email immediately after subscribing to your list. So, to meet people’s expectations and not seem weird, you might want to have one.

4. To set expectations

And while most people expect welcome emails, they are still wary of signing up to get emails from brands. So, you can use this chance to set clear expectations about what your subscribers can anticipate from your emails. Whether it's exclusive offers, product highlights, or valuable content, giving them a glimpse of the value they'll receive keeps them engaged.

5. To drive engagement

Historically, welcome emails have a significantly higher open rate than other promotional emails. So, you can leverage this boost in engagement to direct your audience to explore your website, follow you on social media, or even share their preferences for a more personalized experience.

6. To get sales

Yes, you heard me right. Unlike the myths and misconceptions we saw earlier that welcome emails don’t lead to many sales, numbers suggest that it is not the truth. In fact, welcome emails generate a 23X higher conversion rate than regular marketing emails.

Check out this guide if you want to read more about the amazingness of welcome emails.

Hopefully, I have convinced you that you need to have a welcome email if you don't already. If you decide to create a welcome email or optimize your existing one, here are some tips to remember.

Tips for crafting a good welcome email flow

1. Include offers

According to Invespcro, welcome emails containing offers can boost revenue by 30% compared to welcome emails with no offer.

2. Use a double opt-in

While this doesn’t necessarily influence the revenue (directly, might I add), it does help you maintain a list of engaged audiences. Marketing to engaged customers can help you get better conversions and, thus, revenue.

3. Send the welcome email immediately

Send the welcome email within the first 10 minutes of a person subscribing, as they are more likely to open, engage, and convert. 

Also, ecommerce brands need to do this as people want to receive the coupon they signed up for, or you might lose their interest. Same if you implement double opt-in as they wait for that email order to sign in and check out your shop.

4. Optimize for mobile devices

73% of eCommerce sales come from mobile devices, so ensure your email is responsive. If you want tips on how to make your emails responsive on mobile, read this guide.

5. Add more emails to your welcome automation

A series of three welcome emails can generate 90% more orders than a single welcome email. So add 2-3 more emails to your welcome flow apart from the welcome email in itself.

If you don’t know what kind of emails to add, check out our ecommerce welcome flow to get some ideas on what kinds of emails to add to your welcome flow.

💌 State of Email 2024 Report

1500+ downloads, 10k+ reads, and 400+ citations last year, we are back with the State of Email 2024.

Every year, we produce a comprehensive email marketing report called the “State of Email,” with email benchmarks and trends compiled by surveying email marketers like you worldwide.

If you would like to participate this year, please click on yes below, and you’ll be sent a survey soon.

🗞️ Things you might find interesting

• Mailmodo’s new feature called “Brand Kit” is making it easier for marketers to create emails faster while maintaining consistent branding.

• After reading this edition, if you are feeling inspired to create your welcome email flow but, don’t know what to do next, check out our prebuilt journeys. It’s sort of an email automation template that you can use as a base to create your own.

Email Edge 4: Unveiling Secrets to D2C Growth

This event will help you uncover the secrets to elevate your store conversion, amplify customer engagement, and scale your D2C success.

That's all, folks! I'll see you next month with more tips and ideas. If there is something we can do better for you, please let me know by replying to this email.

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