The welcome email you send to your newly subscribed customers is an opportunity to make a great first impression–one that you don’t get to make twice.
When you meet a new customer in person, you probably want to show your best self, and you want them to get to know you. As in any good business relationship, you follow-up quickly and deliver on your promise.
You want to aim to do the same with your emails. Once someone submits their email on your website to subscribe to your newsletter or offer, be sure your welcome email reaches their inbox within ten minutes. Make that first impression count.
But what about the content of the email? How do you start the relationship? Here are 5 great examples of email templates from socially conscious food brands big and small, along with breakdowns of why their ideas are worth stealing.
1. Amy’s Kitchen
Amy’s uses beautiful design and earthy colors, which helps shape their warm, friendly personality created by the copy. Words like “family” and “we’re so happy to have you join us” work together to invite you to further engage with them with clear calls to action to follow them on social media and to “start cooking” with recipes.
2. Organic Valley
Discounts or coupons are great first impressions too. But first, be sure to make it clear on your website what your customer will get before they sign up.
You also want to set expectations for your customer by telling them in your email how often you’ll be emailing them and about what. It’s a better idea to set these expectations on the website so customers aren’t worried about whether they’ll get too many emails.
Here, Organic Valley lets you know they’ll email you about 2-4 times a month about various topics, including coupons exclusive to subscribers.
3. Erewhon Grocer & Cafe
This local grocer does a great job by thanking you first, both in their subject line and in their email. According to research by the marketing automation platform MailChimp, word pairings like “thank you” have a positive impact on email open rates. Surprise! People love to be thanked.
At the top of their welcome email, they ask subscribers to add them to their contacts. This helps make sure the emails get delivered to the subscriber’s inbox and do not get flagged as spam.
Erewhon also has a nice CTA calling attention to learn more about its loyalty membership without pressuring signup.
4. Bob’s Red Mill
The best traits of Bob’s welcome email is how personal and personalized it is in its first message. You’re greeted by name in the subject line and email, there’s a photo of Bob, he tells you his story, and he signs off personally. In the same research by MailChimp, the team found this type of personalization works well, especially for open rates.
5. Santa Cruz Organic
When you write your subject line, it doesn’t pay to be too cute. Say what’s in the email, if you want to decrease the chances it’ll be trashed without being opened at all. Build trust. Deliver what the customer thinks they signed up for.
Bonus: These days you have to make sure your emails are mobile-friendly. This means they don’t just look good on a desktop computer, they are also formatted for and easily readable on a smartphone.
Your welcome email is an essential part of your marketing communications and can be the first impression someone has of your brand.
Key Points to Remember
Get your customer excited about joining.
Take the time to create the look and feel of your design, and make sure the content matches the substance of your offering and the flow of the customer experience.
Automate your email to be in the customer’s inbox within ten minutes of signup.
Set expectations. Before asking for emails, let customers know what you’ll be emailing them and how often. In your subject lines, say what’s in the email.
Thank your customers for signing up.
Personalize with your customer’s name.
Use these welcome emails as inspiration to create your own campaign and you’ll be on your way to building a beautiful relationship with your new customers!