Last Updated: April 2025
Did you know that welcome emails generate an average open rate of 68.6%, making them one of the most effective tools in your email marketing strategy? For ecommerce businesses, this first touchpoint is crucial—it’s your chance to make a strong impression, introduce your brand, and guide new subscribers toward a purchase.
In this article, we’ve curated 20 welcome email examples ecommerce brands can learn from, featuring a mix of clever copy, compelling visuals, and high-converting calls-to-action.
Whether you’re just getting started or looking to refresh your strategy, these examples will spark ideas to help you craft the perfect first message.
Table of Contents
E-commerce welcome email examples
- Set Clear Expectations for Your Email Campaigns
- Encourage Subscribers to Connect on Social Media
- Sell the Experience, Not Just the Product
- Subtle Branding and Smart Design Choices
- Be Clear About Who You Are and What You Offer
- Build Trust Through Transparency and Education
- Create Excitement Around a Welcome Bundle
- Build Trust with Social Proof and Reassurance
- Use Interactive Elements to Personalize the Experience
- Reassure and Reinforce Brand Identity
- Make It Personal with a Message from the Founder
- Align Your Brand with the Customer’s Lifestyle
- Drive Action with Discounts and Easy Navigation
- Highlight Your Values and Make the Offer Stand Out
- Create Urgency and Highlight Product Value
- Add Personality with Playful Language and Visuals
- Start with a Positive Tone
- Add an E-commerce Storefront to Your Welcome Email
- Demonstrate How Your Product Works
- Use a Video When You Have a Lot to Say
What Should a Welcome Email Include?
Ecommerce Welcome Email Series
E-commerce welcome email examples
Welcome emails generate 320% more revenue per email than other promotional messages. They’re your first impression and an opportunity to lead customers to their initial purchase.
We’re diving into some killer welcome email examples ecommerce you can reference for your own.
1. Set Clear Expectations for Your Email Campaigns
Your email subscribers won’t stick around for long if your campaigns fail to come through on what you promised. Be it helpful insights or exclusive content, including them can leave your subscribers feeling deceived.
What Works Well:
- 1000 Email Ideas gives new subscribers a walkthrough of what to expect by including a newsletter archive in their welcome email.
- It establishes expectations early, so the readers know what they’re getting in exchange for all the value they’ll be receiving in subsequent emails.
Tip:
Your welcome email is like a first date; it’s your chance to gain trust. When you are up-front about what subscribers can expect from you, they’re less likely to lose interest and more likely to see you as someone worth opening when they see your name instead of someone they’re going to mark as spam.
2. Encourage Subscribers to Connect on Social Media
CB2’s welcome email does more than just highlight products. It points out new subscribers to their social media accounts and the value of staying connected on all channels.
What Works Well:
- CB2 sets clear expectations about what subscribers will receive in their email newsletters.
- The call to action encourages recipients to follow the brand on social media.
- Providing social proof and adding levels of trust from potential customers, making you more likely to attract the new follower and eventual buyer.
Tip:
Instead of launching into a sales pitch, get subscribers cozy with your brand on social media in your welcome email. It’s a great way to extend the conversation, showcase your brand personality, and nurture a community beyond the inbox.
3. Sell the Experience, Not Just the Product
The welcome email from King Arthur Flour does this well in that, instead of pushing products, it welcomes new subscribers to a community of passionate bakers.
What Works Well:
- If you read that email, it’s all about the emotion of baking, not the product.
- The only bags of flour in view are there for the joy of making something from scratch.
- This approach creates an emotional connection and makes the brand a part of a lifestyle instead of just a store.
Tip:
Your welcome email doesn’t need to showcase your product every single time. In fact, highlighting the experience that your product creates can often be more powerful.
When you connect subscribers to the feelings or benefits behind what you provide, they’re far more likely to be inspired—and incentivized to dig deeper.
4. Subtle Branding and Smart Design Choices
FIX8 Kombucha’s welcome email shows its hand straight away with understated yet effective branding, careful design, and personalized touches that lead the way through the user journey.
What Works Well:
- The brand adds credibility without being over-policy by inserting “award-winning kombucha” before the main design of the email begins, creating trust from the beginning.
- Attention-grabbing color combinations, along with contrasting color CTA buttons, guide the eye to priority actions.
- Most brand-specific CTA Copy feels personal and in the voice of their brand. FIX8 uses just that, giving new subscribers an experience that will engage them.
Tip:
Your welcome email is an excellent opportunity to showcase your brand’s personality and values, but it doesn’t need to be boisterous.
It’s the little things, like thoughtful copy or branded imagery, that add up. Pair this with striking design and strategic CTAs to direct your subscribers and improve their experience from the first click.
5. Be Clear About Who You Are and What You Offer
Rosy Soil’s welcome email gets right to the point, robustly outlining what the brand is working to do and what subscribers can expect in the future.
What Works Well:
- This email showcases Rosy Soil’s mission and values, allowing new subscribers to form an immediate connection with the brand’s identity.
- The overall tone and imagery feel true to the brand, creating a seamless experience.
- It gives subscribers a sense of what to expect in terms of the types of content they’ll receive, such as product updates and promotions or newsletters, and how often they’ll hear from the brand.
Tip:
Clarity builds trust. The first email of your welcome series should introduce your brand’s purpose and personality while allowing you to set expectations for your content and how often you can expect to contact your email list.
If subscribers have an idea to anticipate, they’ll be more apt to stay engaged and to look forward to your communications.
6. Build Trust Through Transparency and Education
Ritual’s welcome email uniquely addresses the decision phase directly. Rather than pushing products, it seeks to build trust through honesty and useful information.
What Works Well:
- The brand exhibits empathy and understanding by recognizing that new subscribers may be hesitant to try a newly formed multivitamin.
- It provides links to educational material such as blog posts, FAQs, and videos to help readers become informed about the product and make informed decisions.
Tip:
Early doubt elimination builds credibility with the customer. Anticipate questions or concerns, and provide content that educates and reassures in your welcome email. This not only helps your audience feel understood—it also positions your brand as honest and reliable from the very first interaction.
7. Create Excitement Around a Welcome Bundle
A visually rich design and a clear, compelling offer help make Popsmith’s welcome email a hit (if you need one, that is). Instead of “Hello,” they add value up front.
What Works Well:
- Written with a lot of punch and eye-catching visuals, the welcome bundle instantly grabs attention.
- The email specifies what’s involved- discounts, freebies, and special content- and lets subscribers see exactly what they’re getting.
- This means there’s no friction in their process, either; clear, step-by-step instructions explain how to redeem the offer.
Tip:
A neatly-packaged welcome bundle can create instant engagement. Include high-quality imagery to show what’s included and ensure redemption is an effortless process.
When new subscribers feel as though they’re receiving something of value upfront, they have a much higher chance of sticking around and converting.
8. Build Trust with Social Proof and Reassurance
Material’s welcome email leads with customer testimonials and direct reassurance to new buyers, putting trust front and center.
What Works Well:
- The message showcases a curated selection of genuine customer reviews, complete with names and photos where possible for credibility.
- It fortifies the brand’s unique value propositions, letting people know what differentiates Material in the marketplace.
- It provides a money-back guarantee or risk-free trial to minimize purchase fear and encourage the first order.
Tip:
New subscribers, especially, may not be familiar with your brand. Instill confidence early by displaying authentic reviews and providing a low-pressure opportunity to try your products.
When you pair strong social proof with a low-risk buying experience, you create a welcoming path to conversion.
9. Use Interactive Elements to Personalize the Experience
Where the Glenlivet welcome email shines is its invitation to engage subscribers instantly with a short quiz tailored to figure out each recipient’s personal preferences.
What Works Well:
- The email includes a fun quiz, which keeps subscribers engaged in a low-friction manner.
- This step is valuable in getting a feel for the taste of each subscriber, to enable better email segmentation.
Tip:
Adding a quiz or survey to your welcome email is a smart way to learn more about your audience from the start. Not only does it boost interaction, but it also sets the stage for highly personalized communication that feels less like marketing and more like a conversation.
10. Reassure and Reinforce Brand Identity
Blu Atlas strikes an assured but friendly tone in their email. A balance of warmth and a polished, high-end look complement their brand’s identity.
What Works Well:
- It starts by thanking new subscribers, and soothing lines like “well done” make them feel great about the decision to opt-in.
- The simple, professional design mirrors the brand’s premium feel, helping to build trust straight away.
Tip:
Begin your welcome email with some acknowledgement for your new subscribers and validate their decision to subscribe. Combine that with a carefully constructed layout that conveys your brand tone and visual identity.
First impressions matter, and a well-written email can set you up for credibility straight away.
11. Make It Personal with a Message from the Founder
Wildwonder’s welcome email grabs attention immediately by telling a story with authentic emotion.
What Works Well:
- There’s a personal note from the founder in the email that shares the brand’s mission, values, and origin story.
- This emphasizes the sense of community and passes the feeling onto new subscribers that they are a part of something big and meaningful.
- Personal touches, such as behind-the-scenes stories and pictures of the founder or a team, also help the message feel warm and relatable.
Tip:
Including a founder’s note is a personal touch in which you, as a founder, humanize your brand’s welcome email, different from all brands, making it feel more real and trustworthy.
12. Align Your Brand with the Customer’s Lifestyle
Alala’s welcome email is not just a way to say hello. It’s a beautifully written introduction to the brand’s purpose and how it fits into the life of the person they are contacting.
What Works Well:
- This all makes the email crystal clear about what makes Alala unique and instills an element of delight around their products.
- It links the brand’s offerings to the subscriber’s interests, particularly in fitness, style and active living.
- This is all masterfully crafted, with helpful tips or resources included along the way. Alala establishes immediate usefulness and relevance, inviting action and continued engagement.
Tip:
Leverage your welcome email to illustrate how your brand fits into your audience’s objectives or lifestyle. Focus on the utility, provide tips, how-to guides, or inspiration, rather than strictly about the product. This not only adds a level of credibility but also associates your brand with a helpful part of their consistent lifestyle.
13. Drive Action with Discounts and Easy Navigation
Rael’s welcome email achieves the ideal combination of beauty and purpose. It’s welcoming, reassuring and engineered to nudge first-time subscribers toward their first purchase.
What Works Well:
- It contains a welcome discount, so it has a powerful motivation for new customers.
- Short, clear descriptions and artistic visuals accompany featured product categories.
- Each section features clickable buttons or links, which facilitate browsing and shopping for the subscriber.
Tip:
Including a special discount with your welcome email is an effective means of achieving conversions early on. Add to that a clean layout that showcases your range of products, and you’ve got a frictionless journey from inbox to checkout.
14. Highlight Your Values and Make the Offer Stand Out
Deeps goes beyond discounts in their welcome email. They use strong brand messaging and value-driven appeal to connect with new subscribers on a deeper level.
What Works Well:
- The discount offer is placed within easy sight near the top, and that makes you want to claim it immediately.
- It reiterates the brand’s core value propositions, be it quality, innovation, or sustainability, to be linked to science-backed unique selling propositions (USPs).
- This approach not only builds trust but also helps justify the value of the product, encouraging conversions.
Tip:
Lead your welcome email with value. Place your offer where it’s hard to miss, and use the occasion to introduce the mission or values behind your brand. When your customers align with your purpose, they are more likely to be your customers for longer and with more dollars.
15. Create Urgency and Highlight Product Value
August’s welcome email successfully balances aesthetics with strategy. It gives the subscriber a reason to read but also spurs immediate action.
What Works Well:
- A limited-time discount is placed prominently at the top of the email, creating a sense of urgency right away.
- This email highlights the ingredients and benefits of their teas in a way that shows product quality and uniqueness.
- It highlights the advantages of remaining subscribed, e.g. access to exclusive deals, early launches of products, and helpful content as benefits that accrue to the reader over the long haul.
Tip:
A perfect opportunity to drive initial engagement is in your welcome email. Leverage time-sensitive incentives to drive action and reinforce your value to keep your audience engaged with your brand.
When subscribers recognize immediate and continued value, they are more inclined to continue their relationship and become loyal customers.
16. Add Personality with Playful Language and Visuals
Unlike many other welcome emails, Big Blanket embraces a light-hearted, energetic tone that catches the reader’s attention and echoes its fun brand persona right from the get-go.
What Works Well:
- With a fun and flirty subject line, the offer becomes an exclusive opportunity.
- The email has fun visuals that fit with the brand’s casual, playful tone.
- CTA buttons are friendly and pleasant, inviting clicks without sounding overly aggressive.
Tip:
Welcome emails are the perfect place to embrace your brand’s personality. Playful language and visuals can leave a lasting first impression. Just make sure they serve (not distract from) the main point.
A cohesive tone across copy, visuals, and CTAs helps build a consistent, enjoyable experience for your subscribers.
17. Start with a Positive Tone
TradeGecko’s welcome email establishes the tone from the outset: friendly, positive, and bursting with personality. They win over newcomers immediately with humor instead of negative phrasing.
What Works Well:
- The opening part of the message is upbeat and leaves a positive first impression.
- A light, witty tone helps users understand the onboarding process in an approachable and fun manner.
- The consistent use of green branding throughout the email strengthens TradeGecko’s identity.
Tip:
First impressions matter. Maintaining a positive tone and using encouraging language builds trust right off the bat. Combine that with consistent branding, such as a cohesive color palette, and you’ll create an impression that sticks around, one that’ll make subscribers want to interact with your content!
18. Add an E-commerce Storefront to Your Welcome Email
Ripples uses its welcome email wisely, combining eye-popping imagery with savvy functional elements, encouraging subscribers to jump into their online store.
What Works Well:
- The bright, summer colors of the email make for an exciting, eye-catching asset.
- A top menu allows you to jump directly to the e-commerce storefront so new subscribers can start browsing immediately.
- Despite a busy layout, the design remains cohesive and visually appealing.
Tip:
However, providing a straightforward and easily accessible route to your online shop within the welcome email can spur immediate action as well as engagement. A strategically positioned menu or CTA helps direct subscribers straight to your products.
19. Demonstrate How Your Product Works
Zapier’s welcome email does a tremendous job of showing what their platform can achieve. It uses hands-on material to get new users acquainted with their automation tools from the beginning.
What Works Well:
- Helpful content and guides on how to use the platform are included in the e-mail.
- The interface also included a product walk-through, including action steps for users to get started.
- They place a gentle yet effective call-to-action at the bottom to help drive conversions without being aggressive.
Tip:
Power your welcome email with your product. It’s an intelligent approach to gain immediate credibility and demonstrate that you’re confident in what you’re selling. All while allowing users to get a closer look at just how it functions.
20. Use a Video When You Have a Lot to Say
We love Beardbrand’s welcome email. They keep the message simple and use video to get their message across. They tell their story in an engaging visual format instead of hitting new subscribers with long paragraphs.
What Works Well:
- It starts with welcoming subscribers to the Beardbrand community.
- Instead of a long newsletter, it connects to a video that provides an overview of the brand’s mission and values.
- This helps keep the email clean and digestible while still giving everything they want new customers to know.
Tip:
There’s a lot to say, but don’t overload your welcome email. When used appropriately, video can communicate emotion, create connection and maintain attention better than a wall of text. It’s a great way to keep your email concise without sacrificing depth.
What Should a Welcome Email Include?
Did you know that welcome emails have 4x more opens and 5x more clicks than regular marketing emails? That’s why making a strong first impression is so important. Here’s what to include in your welcome email:
- A Warm Greeting: Begin with a personalized hello that makes the subscriber feel valued.
- Introduction to Your Brand: Describe who you are, what you do, and what makes you and your brand unique.
- What to Expect: Tell subscribers what type of content or offers they can expect and how often.
- Call-to-Action (CTA): Urge them to act, whether it’s to shop, explore your site, or follow you on social media.
- Incentive (Optional): A discount or a free shipping offer can increase the probability of a first purchase.
- Contact Information: Make it easy for them to get help or speak to customer service if they have questions.
- Social Links: Encourage them to join you on other channels for a stronger bond.
A strong welcome email not only creates a great first impression, it also increases engagement and develops long-term loyalty.
Ecommerce Welcome Email Series
Although one welcome email is much better than none, an automated email series allows you to continue nurturing subscribers and help them move towards a purchase.
An effectively designed ecommerce welcome email series establishes your trustworthiness, helps the customer learn, and places your product in their mind without bombarding them with information all at once.
Here’s a simple 3-email sequence you can model:
Email 1: Warm Welcome
- Thank the subscriber for joining
- Briefly introduce your brand
- Include a first-time discount or incentive
Email 2: Brand Story or Bestsellers
- Share your mission, values, or behind-the-scenes content
- Showcase your most popular products or collections
- Encourage them to browse or follow you on social media
Email 3: Social Proof + Next Steps
- Include customer reviews or user-generated content
- Highlight the benefits of shopping with you (free returns, fast shipping, etc.)
- Add a gentle nudge with a limited-time offer
Automated Welcome Email
As soon as someone signs up for your newsletter or creates an account, an automated welcome email is sent. It’s something that can run in the background, providing a reliable and timely first impression without requiring any work.
This kind of email can help you start a relationship immediately. If your brand is still fresh in your audience’s mind, now is the time to direct them toward the next stage of your sales funnel. So they are not left hanging without taking action, whether that is exploring your products, checking out what you stand for, or a promotion.
While you are busy building your business, an automated welcome email can keep engaging newly subscribed members.
Saufter: The Best AI-powerd Email Automation Tool
If you’re looking for a smart, intuitive, and deeply personalized email marketing solution, Saufter stands out as the best AI-powered email automation tool on the market. Designed for SaaS businesses, e-commerce platforms, and digital marketers, Saufter uses advanced AI to do more than just send emails—it builds campaigns that convert.
With Saufter, you can track your competitors’ email strategies, monitor user behavior across your website, and receive automated campaign suggestions tailored to each user’s journey stage. Whether it’s sending triggered emails after cart abandonment in e-commerce or nudging SaaS users to explore high-impact features, Saufter ensures every email is timely, relevant, and engaging.
What makes it even more powerful is its ability to identify successful user patterns based on industry, location, and other key attributes. Saufter then creates personalized newsletters and targeted interventions to reduce drop-offs and boost engagement. It even suggests cohort-based campaigns based on interaction levels, giving your strategy a whole new layer of depth.
From automated order updates to feature usage tracking, Saufter brings together marketing content, human behavior analysis, and AI innovation to deliver outstanding email performance. If you’re ready to boost deliverability, increase conversions, and stay ahead of the competition, Saufter is the tool you need.
Conclusion
Your welcome email is more than just a greeting—it’s a key driver of customer engagement and sales. In fact, e-commerce brands have seen a click-to-conversion rate of approximately 56.8% for welcome messages, proving just how impactful a well-crafted first email can be.
If you’re looking for high-performing welcome email examples for eCommerce, the ones in this article should spark plenty of inspiration. To take it a step further, leverage Saufter, an AI-powered email automation platform that helps you create data-driven, personalized campaigns. It tracks customer behavior, analyzes purchase patterns, and triggers smart, timely emails that boost conversions from the very first touchpoint.
Use these welcome email examples eCommerce brands trust, and pair them with Saufter’s smart automation to start turning new subscribers into loyal customers—automatically.
