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The
Welcome
Email
Email Marketing 101
WelcomeAboard
If you don’t send
a welcome
email...
WelcomeAboard
…it’s kind of like starting
a conversation with a
stranger, without ever
saying hello!
WelcomeAboard
what is a
welcome email?
WelcomeAboard
A welcome email is an
opportunity to…
Introduce
your
brand
Invite
users to
engage
with you
further
Share
tips/guida
nce on
using your
product
WelcomeAboard
A welcome email
is not...
WelcomeAboard
…a confirmation email.
Though they are easily confused, a confirmation
email is meant to confirm subscription to a list
and ensure you’re sending to recipients who
have opted in. Your confirmation email should
include one simple call to action (CTA).
WelcomeAboard
WHY SHOULD I SEND
a welcome email?
WelcomeAboard
A welcome email is your
chance to convince customers they
are in the right place!
WelcomeAboard
Aristotle was a big fan of
welcome emails—they follow his three
modes of persuasion.
Your best bet is to appeal to your
customer’s logos, pathos, and ethos...
WelcomeAboard
Logos
Ethos
PAthos
(logic/reasoning)
(credibility/trust)
(emotion)
WelcomeAboard
Logos (logic/reasoning)
WHY?
Ease any onboarding
concerns or friction
and encourage users
to continue using your
product/service..
WelcomeAboard
Logos (logic/reasoning)
HOW? Link to a FAQ or an
onboarding video.
WelcomeAboard
EThos (credibility/trust)
WHY?
Introduce your
product/service,
reinforce your brand,
establish credibility,
and let your
subscribers know their
inbox is safe with you.
WelcomeAboard
ETHOS (credibility/trust)
HOW?
Include a customer
quote, well-known
customer logos, and
use strong branding.
WelcomeAboard
PATHOS (emotion)
WHY?
Thank them for
signing up and
remind them they are
valued, leave them
with a warm, fuzzy
feeling.
WelcomeAboard
PATHOS (emotion)
HOW?
Show gratitude (and
personality!) and
invite your subscribers
to engage with your
community by linking
to your social media
channels.
WelcomeAboard
Series tip
You could also provide additional
messaging that…
• Highlights key features of your offering
• Provides suggested resources
• Encourages users to upgrade
• Reminds them to set up email preferences
Why You Need a Preference Center
WelcomeAboard
WHEN SHOULD I SEND
a welcome email?
WelcomeAboard
You should send
immediately after sign-
up, and then if it’s a
series, over the next few
days and weeks.
WelcomeAboard
Series TIP:
Most businesses can
look at their data to
determine when users
begin to churn or
remain inactive. Plan
your series accordingly!
WelcomeAboard
Examples
WelcomeAboard
Email Example
WelcomeAboard
Email #1
Thank them
for signing up
and welcome
them to the
community
Share an
onboarding
video and an
FAQ link
Invite users to
follow you on
your social
channels
Email #2 Email #3
Series Example
WelcomeAboard
For more welcome email inspiration,
check out our blog post:
Email Marketing We’re
Geeking Out About
Learn More About Sending Your
Marketing Email With SendGrid
Happy Sending!

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