Where's My Name?: A missing name in an email can transform a warm welcome into a cold exchange, highlighting how small details play a crucial role in customer engagement and emotional connection online.
The Name Game Matters: Personalization in emails can be the difference between a customer feeling valued or like just another nameless consumer, emphasizing the power of addressing someone directly.
Tiny Details, Big Impact: Details that seem small, like including a name, can vastly change the customer experience, stressing the importance of attention to detail in digital communications.
Welcome Emails Are a Big Deal: The initial communication, such as welcome emails, set the tone for consumer relationships, underscoring their significance in making customers feel appreciated and engaged.
I got an email last week from a brand I was excited to shop from.
But, this is how they welcomed me:

See that little space between the “Hi” and the comma? That’s where my name should’ve been.
I get it. It's just a name. But in the vast, impersonal expanse of the internet, that tiny detail makes all the difference. It's the difference between feeling like a valued customer and feeling like a nameless cog in the consumer machine.
This seemingly small oversight highlights a bigger truth: welcome emails are a HUGE deal.
As always, I come bearing expert advice from ecommerce business owners, best practices, and real-life examples to guide your next campaign.
What is an Ecommerce Welcome Email?
The ecommerce welcome email is the initial communication a customer receives—the first email series—after joining an email list or creating an online account.
This email serves multiple purposes: welcoming the customer, introducing the brand's personality and values, providing essential information about the store (such as shipping details or return policies), and ultimately encouraging the customer to explore the website and make a purchase.
Basically, it’s a multipurpose email marketing message for welcoming, informing, and converting customers—in that order.

Welcome emails set the tone, but what happens next? These ecommerce email marketing case studies showcase how brands keep the momentum going.
Why Welcome Emails Are Ecommerce Gold
Now let me switch seats from a former ecommerce business owner to an online shopper for a hot second.
My inbox is a dumpster fire of promotions—especially leading up to the holiday season—full of “never-before-seen” discounts and dormant brands suddenly popping up and blasting everyone on their email lists.

The fact that we receive an average of 120 emails per day speaks volumes about email's relevance, ubiquity, and sometimes—its nuisance.
But a well-crafted welcome email cuts through constant digital chatter of pushy sales, misspelled names, and that “insider scoop” that's about as exclusive as the daily newspaper.
It's a chance for your brand to say, “Hey, we see you. We appreciate you. And we're excited to have you here.”
This is backed by cold, hard data: welcome emails have a fantastic open rate; they get opened over eight out of 10 times, driving 4x the opens and 10x the clicks of other email types.
Talk about a warm welcome!
So, if you're strapped for time and can only set up one automated email campaign, make it a welcome email series. Here's why:
- They're expected and effective. New subscribers want to hear from you. In fact, 74% expect a welcome email, and they're most engaged within the first 48 hours.
- They keep your email list healthy. A welcome email is your chance to set expectations and avoid those dreaded spam complaints and unsubscribes.
- They build loyalty from the start. A strong welcome email lays the foundation for a lasting customer relationship. Use it to share your brand story, mission, and values; showcase your products or services; and provide valuable resources like links to your website, blog, and social media pages.
- They help you gather valuable customer data. Use your welcome emails to learn more about your subscribers. Ask about their interests, preferences, and how they found you.
Before we snap on our surgical gloves to dissect its parts, there’s something you should know about…
…the psychology behind effective welcome emails
Understanding the “why” behind effective welcome emails is just as important as the “how.”
1. Recency bias: Strike while the iron is hot
Our brains are wired to prioritize recent events. That's why new leads are often the hottest leads. They're excited, they're interested, and they're ready to engage.
A timely welcome email capitalizes on this “sign-up momentum,” capturing their attention when it's at its peak.

2. Familiarity breeds fondness: The mere exposure effect
We tend to like things (and people) that are familiar to us.
Regularly showing up in your email subscribers' inboxes—whether it's daily, weekly, or even monthly—increases your familiarity and, in turn, their affinity for your brand.
A welcome series is the perfect way to do this: say your thank yous, give them something to look forward, and tell them they can expect to hear from you.

3. Commitment and consistency: The power of small steps
People are more likely to take larger actions if they've already taken smaller, related steps.
B.J. Fogg's Behavioral Model (FBM) provides a helpful framework for understanding why small commitments can lead to larger ones. The FBM states that behavior happens when motivation, ability, and a prompt occur at the same time.
Here's how it works in this case:
- Motivation: People are inherently motivated to be consistent. A small initial action, like joining an email list, creates a sense of commitment, motivating them to take further related actions.
- Ability: A clear call to action (CTA) in a welcome email makes it easy to take the next step. Simple actions, like following on social media (“sideways CTAs”), are even easier, further increasing ability.
- Prompt: The welcome email itself acts as the prompt, reminding the person of their initial commitment and presenting an opportunity to act on it.

So, putting it all together:
- Subscribing to an email list is a small commitment.
- The welcome email prompts the person to take another action.
- An easy-to-follow CTA within the email allows for consistent action with minimal effort.
4. Social belonging: Welcome to the club
Humans are social creatures who crave a sense of belonging.
Your welcome email can tap into this by making subscribers feel like they've joined an exclusive club or community. Use inclusive language, highlight the benefits of being part of your “crew,” and create a sense of shared identity.
Also, tell them how much others already love being part of your club—use social proof to your advantage.

Real-life example:
VWO, an A/B split-testing company, and WikiJobs, a UK-based job board, teamed up to run an experiment. They wanted to see if adding testimonials to their sales page would make a difference.
And guess what? By adding just three short, text-only testimonials, they saw a whopping 34% increase in conversion rates.
5. Reward good behavior
Positive reinforcement works wonders.
Why?
- Dopamine release. When we receive a reward, our brains release dopamine, a neurotransmitter associated with pleasure and motivation. This creates a positive feeling linked to the rewarded behavior.
- Operant conditioning. B.F. Skinner's research on operant conditioning showed that behaviors followed by positive consequences are more likely to be repeated. Rewarding subscribers reinforces their decision to join your email list, making them more likely to engage further.
So, reward your new subscribers for their “good behavior” (i.e., joining your email list) with a special offer, exclusive content, or a simple “thank you.”
This reinforces their decision to subscribe and makes them feel valued.
The Anatomy of a Great Welcome Email
You know welcome emails are important. But what should you actually say in them? And what types of emails get sent out as a welcome?
You can welcome new customers by sending them:
- A simple hello.
- A thank you for their first purchase or subscription.
- A tutorial or onboarding process on how to get started with your brand.
- A coupon for incentivizing brand more interaction; OR
A different combination of some, or all, of the above.
So, let's explore the key elements. And because I'm feeling a bit nostalgic today, I'll share how I'd approach welcome email copy and design email if I were to relaunch my online thrift shop on Instagram—with the wisdom I've gained since then.
Stay tuned for the big reveal at the end!
Define the purpose of your email
My goal is to re-introduce my thrift shop brand, build excitement for my unique vintage finds, and encourage new subscribers to explore my online shop (or maybe even join me for a live sale on Instagram).
Write an engaging welcome email subject line
Here's how I'd make those subject lines pop for my ecommerce store:
- “[Name], you've got great taste! ✨”
- “You're officially a vintage VIP, [Name]! 🙌🏽”
- “Join the eco-fashion movement: Welcome to Thrift by Brinda! 🌲”
Start with a personalized, warm welcome message
A personal touch goes a long way.
“Hey [Name],
Welcome to the Thrift by Brinda crew! We're stoked to have you join our community of eco-conscious fashion lovers. ✌️”
Highlight your value proposition
I want to tell the story behind my brand, not just show off individual things.
I'd share my passion for eco-friendly clothes, my love for unique vintage pieces, and how I'm helping give pre-loved clothes a new life.
“Ever wished you could raid your stylish grandma's closet? Well, Thrift by Brinda is the next best thing.
We've curated a collection of vintage gems that feel like time capsules of sustainable style, waiting to be rediscovered and re-loved.
Think classic silhouettes, bold prints, and timeless pieces that'll never go out of style…and are kind to the planet. Because grandma knew best—quality over quantity, always.”
💡 Expert Tip:
Follow the 80/20 rule when you’re balancing promotional content with value-driven messaging.
Why?
When designing welcome emails, I prioritize personalization and value.
A successful welcome email isn’t just an introduction: it’s an invitation to build trust.
For example, at my law firm, our welcome emails focus on addressing the subscriber’s immediate needs.
If someone signs up for a newsletter on personal injury law, the first email includes a free resource like a “10-Step Guide to Protecting Your Rights After an Accident.”
This approach ensures the content feels tailored, not generic, and immediately resonating with the recipient.
80% of the email focuses on providing helpful resources or insights, while 20% subtly promotes our services.
In one campaign, this strategy resulted in a 50% open rate and a 20% click-through rate.

Deliver on your opt-in promise
If I offered a lead magnet to entice people to subscribe (like a style guide or a discount code), I'd make sure to deliver it right here in the welcome email.
No one likes a broken promise. Especially when it's an undelivered discount.
Include clear calls-to-action (CTAs)
They should be clear, concise, and enticing, leading my subscribers towards the actions I want them to take.
Whether it's exploring my shop, connecting on social media, or claiming a special offer, my CTAs should make it crystal clear what I want them to do next.
Include a whitelist request
To avoid the dreaded spam folder, I'd include a friendly reminder to whitelist my email address.
Something like:
“P.S. Want to make sure you never miss out on our awesome emails (and exclusive vintage drops)? Add us to your contacts!”
Promote your social channels
I wouldn't assume that email subscribers will automatically find me on social media.
I'd invite them to connect with me on Instagram, Facebook, or wherever else I hang out online.
This can help you build a stronger community, expand your reach, and show off your brand's personality in a different light.
Set clear expectations
I’d let my subscribers know what they can expect from my future emails.
Will I be sending weekly newsletters packed with valuable insights? Product updates? Exclusive offers?
Setting clear expectations helps prevent unsubscribes and spam complaints.
My welcome email reveal: Assembling the pieces
With all those pieces realized, you get a welcome mail that really pulls shoppers in. Here’s how mine came together:
Subject line: Amy, you've got great taste! ✨
Preheader text: 10% off your first order awaits...
Hey Amy,
Welcome to the Thrift by Brinda crew! We're stoked to have you join our community of eco-conscious fashion lovers. ✌️
Ever wished you could raid your stylish grandma's closet? Well, Thrift by Brinda is the next best thing.

We've curated a collection of vintage gems that feel like time capsules of sustainable style, waiting to be rediscovered and re-loved.
Think classic silhouettes, bold prints, and timeless pieces that'll never go out of style…and are kind to the planet.
Because grandma knew best—quality over quantity, always.
PS: Want to be sure you don't miss out on our awesome emails (and exclusive vintage drops)? Add us to your contacts!
Welcome Email Best Practices
You've got the foundation, now let's add the finishing touches. These best practices will help you polish your welcome email and make it truly shine.
Optimize your email design for impact
Most people's inboxes resemble a digital landfill. And yours is probably no exception. So, if you want your welcome email to stand out, you need to make it visually appealing.
1. Refine the pre-header text
Aim for something snappy and intriguing. Don’t resort to clickbait. “You won't believe what happens next!” is so 2015.
And remember not to over-promise—if your pre-header screams “50% off everything!” but your email only offers a 5% discount on socks, you're going to have some angry (un)subscribers.
Example:
- Subject line: “Welcome to Thrift by Brinda ✨”
- Pre-header: “Enter if you dare… (10% off your first order awaits)”

2. Stay on brand for consistency
You want to make a good impression, but you also want to be yourself (or at least the version of yourself that you present to the world).
- Find your voice and stick with it. Are you quirky and sarcastic? Sophisticated and minimalist? Whatever your brand personality, make sure it's reflected in your email's tone and style.
- Use a color palette and font choices that are consistent with your website and social media. No one wants to feel like they've stumbled into a psychedelic fever dream.
- Include the essentials (but don't overdo it). Your logo, website link, and social media links are all important, but don't clutter your email with unnecessary elements. No one wants to play “Where's Waldo?” with your contact information.
🧠 AUTHOR’S NOTE:
My thrift shop was playful, stylish, and relatable. So, a new email welcoming potential customers to my online store would have equally playful elements—like GIFs.
And if you think a GIF would undermine your authority as a professional storefront, think again.
An animated GIF can increase click-through rates by 42%, conversion rates by 103%, and revenue by 109%, according to a study by MarketingSherpa.

3. Declutter and conquer with white space
Imagine receiving an email that's a wall of text, with no paragraph breaks, no images, and a font size that needs a magnifying glass. Yeah, not a good look.
- Embrace the void. White space is your friend. It gives your subscribers' eyes a break and makes your email easier to read.
- Organize your thoughts (and your content). Use headings, subheadings, and bullet points to break up the text and guide your readers through the information.
- Remember mobile users. Most people check their email on their phones these days. Make sure your email looks good on a smaller screen.
Automate and test your welcome email campaign
Now that you've crafted the perfect welcome email, it's time to put it on autopilot and let the software work its magic.
Because let's be real, no one has time to manually send a personalized email every time someone subscribes to your list.
If I were shopping around for reliable email marketing platforms, I’d start with this list:
Most email marketing platforms—like Mailchimp, Klaviyo, or ActiveCampaign—allow you to set up automated welcome emails that are triggered as soon as someone subscribes.
This means you can set it and forget it, while your welcome email workflow works tirelessly in the background.
Monitor and A/B test your campaigns
You still need to test and optimize your welcome email to make sure it's performing at its best. This is where A/B testing comes in.
You create two different versions of your welcome email (version A and version B) with slight variations, like:
- Different subject lines. “Welcome to Thrift by Brinda!” vs “You're In! Get 10% Off Your First Order.”
- Different calls to action. “Shop Now” vs “Discover Your Vintage Style.”
- Different email layouts. Image-heavy vs text-heavy.
You then send each version to a segment of your audience and track which one performs better in terms of open rates, click-through rates, and conversions.
This data helps you identify what resonates best with your audience and optimize your welcome email for maximum impact.
12 Best Welcome Email Examples to Inspire Your Next Campaign
I've gone hunting in my own inbox to find you the best welcome email examples, so you know what kinds of emails actually get opened.
This is your one-stop shop for the welcome email templates you’ve been waiting for.
1. Loop and Tie
Type: Promotional
Subject line: "Welcome to Loop & Tie! 🎁"

What Loop and Ties does well:
- They’ve included a contextually relevant emoji in their email subject line—since they’re an international gifting marketplace, this is on brand.
- I know their marketing automation is working well, because my name’s there in the first line itself. (Unlike Noctur, ahem.)
- In the email body, they reinforce their mission and values—minimizing environmental impact, all the while sending gifts worldwide. (Which, through traditional couriers, would’ve been carbon emission-heavy.)
- A clear CTA button is placed towards the end of the email, and the purple contrasts perfectly with an all-white background.
- They get bonus points for including a P.S. line! “Over 90 percent of readers read the PS before the letter. It is the first paragraph, not the last.” Professor Siegfried Voegele discovered this in his famous studies on direct mail response (Voegele, Handbook of Direct Mail, p 202).
2. MyMuse
Type: Thank you + Promotional
Subject line: “Welcome to MyMuse 💋"

What MyMuse does well:
- Notice how they’ve also included their Instagram feed front and center for new users to get acquainted with them outside of email.
- High-quality visuals? Check. Bold colors? Check. Email copy tailored to their target audience? Check. (Their email marketing strategy is pretty tight overall—from welcome workflows to abandoned cart email sequences.)
- They’ve also included their three bestsellers, a coupon to thank me for my time, as well as a link to their newsletter that I can subscribe to.
3. Theater
Type: Promotional
Subject line: "Welcome to THEATER!!"

What Theater does well:
- There are three things here that make this one of the best examples of welcome emails in my inbox:
- A 10% discount code
- A clickable Instagram icon for their social media page; and
- A clear whitelist request to add the brand to my contacts.
- Plus, they don’t hide or camouflage their “Unsubscribe” button as if they want to hold me under digital arrest.
4. ASOS Marketplace
Type: Get started + Promotional
Subject line: "Welcome to ASOS Marketplace"

What ASOS Marketplace does well:
- As a first-time subscriber, I appreciate their lightly personalized, to-the-point welcome email with clear categories for different shops and a numerical idea of the size of the marketplace.
- Plus, as a former thrift store owner, I’m intrigued by their “Apply for a Boutique” CTA, which means I could be spending and making money with the brand.
- A highly visual brand, it’s good practice for them to include all their social media page links, including Pinterest and YouTube. (The icons need updating, though.)
5. Anese
Type: Promotional
Subject line: "Welcome to Anese: You Deserve a Treat 🍭"

What Anese does well:
- Their copy is cheeky—pun intended—and they’ve got the visuals to match. Bright, colorful, and bold.
- They’ve also included social proof in the form of a customer testimonial within the email, which reinforces their product’s appeal.
- And a “LET’S GET NAKED” call-to-action with a welcome coupon code sweetens the deal.
6. Amazon Prime
Type: Get started
Subject line: "Welcome to Prime!"

What Amazon Prime does well:
- I tried to resist including Amazon on this list because of its sheer digital dominance in commerce, but let’s be honest—they nail this welcome email template. I’ve got everything I need to know as a new user: membership perks, plan details, renewal date, and how much I’ll be charged the month after.
- Their trademark blue and the judicious use of white space make the email with a lot of information pretty digestible.
7. Vrbo
Type: Get started
Subject line: "Welcome to One Key"

What Vrbo does well:
- Vrbo is an online marketplace for high-quality rentals. Once I sign up, I receive an email inducting me into their “special” Blue Tier program where I can learn more about the benefits and how I can get started with the platform.
- Notice how this text-based email is a departure from the other examples of welcome emails which are quite visual-heavy. But this works—because I get what I need upfront without the bells and whistles.
- They’ve also included a link to download their mobile app which is pretty useful—especially because I didn’t know it existed before this email. Building awareness? Check.
8. Indigo Airlines
Type: Promotional
Subject line: "We welcome you"

What Indigo Airlines does well:
- They tracked what I was browsing for, and based on my history, sent me a perfectly tailored welcome email with a stunning photograph of my then-intended destination as the backdrop.
- There are two CTA buttons with the exact same text, but placed at different points of the email—one right below the destination to capitalize on the “sign up momentum,” and another right below a discount code to drive a purchase.
- Since the airline is a more “serious” brand compared to the others we’ve covered—insofar as they need to prioritize client communication because of high-ticket purchases—it’s a great move to include their WhatsApp and LinkedIn socials to build trust.
9. Contiki
Type: Promotional
Subject line: "Brinda, where you going next? 🛫"

What Contiki does well:
- They’ve got my name and an airplane emoji right there in the subject line—brownie points!
- The neon green borders and buttons are a lovely complement to the high-quality visuals and prudent white space—they’re able to pack in a lot of information without making me feel overwhelmed.
- Plus, they’re able to capitalize on a sense of urgency by offering a limited-time discount combined with the fear of missing out (FOMO) on a great deal—and a great future trip to South Korea.
10. Superdry
Type: Thank you + Promotional
Subject line: "Welcome - it's official"

What Superdry does well:
- The “WELCOME TO THE CREW” banner is straight out of our psychology of effective welcome emails to make subscribers feel a sense of belonging to the brand.
- Embedding Trustpilot reviews in the footer of the email is a smart move—it immediately draws attention and builds trust.
- They highlight their core offerings in four clear squares—each catering to the modern online shopper, including fast delivery and free returns.
11. Embellish by Rowi
Type: Promotional
Subject line: "STOP, GEM DROP, AND ROLL… Embellish is HERE 👀"

What Embellish by Rowi does well:
- This is a great example of humanizing the brand (“Hi it’s Rowi!”) and making first-time subscribers feel as if they’re talking to a person, not a faceless corporation.
- The password to “unlock access” exudes a sense of exclusivity, automatically increasing the perceived value of the limited product line.
- Again, since Rowi is an Instagram influencer, including social media channel links is paramount to expanding brand reach beyond one marketing platform.
12. size?
Type: Get started + Promotional
Subject line: "Welcome to size?"

What size? does well:
- This welcome email example teeters on the almost-too-long side. But somehow, it works. I think it’s because, in the first couple of paragraphs itself, the email copy instills a sense of agency—that I'm in control of these emails, not the other way around.
- They’ve got clearly demarcated “blocks” to promote different marketing channels—their blog, Instagram page, and their mobile app, which helps reduce visual overload.
- Notice how they stick to high-contrast, muted colors, alternating between plain and highly designed fonts. The key here is balance—in design, and in messaging.
Don't Just Welcome. Win. 🏆
Skip the played-out templates. Forget the "we are thrilled" corporate speak. Instead, give your email subscribers something worth opening.
Something worth remembering.
Something worth coming back for.
And for the love of your sanity, get your automation software sorted. Pick one from our list and set it up. Because manually sending welcome emails?

When you do welcome emails right, you're not just gaining subscribers—you're building an audience that sticks around.
Just don't forget their names. Seriously.
P.S. The world of ecommerce moves fast—and so do you. Subscribe to our newsletter with the latest insights for ecommerce managers from leading experts in ecomm.