Email Marketing Agency

How to Build an Email Welcome Series

May 12, 2024

First impressions for e-commerce brands aren’t made in person; they’re made in inboxes. When a subscriber joins your email list, the first messages they receive have the potential to determine whether they become a loyal customer or lose interest in your brand entirely. This is where a welcome series comes into play. 

A well-crafted welcome series can work for you to establish trust, set expectations, and make way for deeper engagement with your client – think of it as making a new friend or nailing the perfect interview. In this blog, we’ll explore the key components of building an effective welcome series that resonates with subscribers and encourages long-term connections. Understanding these fundamentals can drastically improve your email marketing efforts.

Why Is A Welcome Series Important?

Welcome emails have a higher open rate of 68.6% over any other automated email – that’s huge! A well-crafted welcome series ensures you put your best foot forward to create a positive association with your brand. It allows for a boost in engagement, piquing your client’s curiosity and giving them a good starting point to explore your brand’s website, your products, and even check out your social media.

When you send out welcome emails, you solidify trust and show your customers that they are a valued part of your brand.

Define Your Goals

Now you know why welcome series emails are important, but before you start crafting your welcome email series, it’s time to outline your goals! Think about what you want to achieve with this series and list them out. Examples of this might include some of the following:

Introduction: Provide new subscribers with a clear understanding of your brand and what you can provide for the customer.

Build Trust: Foster trust and credibility with your customers by delivering relevant content.

Encourage Engagement: Take this time to urge customers to take action- encourage them to follow you on social media, browse your website, and, of course – make a purchase!

Educate: A welcome series is a great time to educate the customer on your products, if applicable. Give quick tips and tricks on the “how” and “why” of your products, and include some fun facts. 

By defining your goals, you’ll have a better idea of what content and strategies to implement in your welcome email series and what you want the customers to take away from it.

Plan Your Series

Even with a well-intentioned welcome email, no one wants to be bombarded with multiple emails at once. Send your welcome email series over a period of time to help customers get to know you and your brand without making them feel pressured and overwhelmed. Let’s take a look at a basic outline to help you spread your emails out while still providing the best content possible. 

Initial Email: The initial welcome email can be sent out immediately after sign-up. This email can include a warm welcome message, a brief introduction to your brand, a clear CTA (call to action) and, encouragement to follow your brand on social media, and an exclusive discount or offer. 

Value Proposition: This email is perfect for sending some of your best-selling products, highlighting the unique value of these products, and letting the customers know why they should consider buying. Send this email out one to two days after the initial email and provide some valuable content like a video or how-to. This email reinforces why they should buy from your brand and encourages them to explore your website if they didn’t previously. 

Social Proof and Testimonial: Now it’s time to show your client that others love your products and that they will, too! Send this email out two to four days after the second email and showcase customer reviews and testimonials that serve to reiterate the benefits of your products. Make it enticing by adding a clear CTA to take advantage of the discount mentioned in the first email.

Conclusion and Next Steps: This is the last email in the series and can be sent out to customers about a week or two after the previous email. This email can invite them to stay in contact by subscribing on social media and summarizing what the previous emails have gone over. Don’t forget to include their welcome discount code and remind them to use it if they haven’t already!

The strategy behind this sample timeline – and whatever timeline you establish – is to gradually introduce new subscribers to your brand while giving them plenty of space to explore and engage with your brand at their own pace. We want to provide value and information while also respecting their time and inboxes. Always prioritize quality over quantity, ensuring each email has a clear purpose and value. Let your welcome series be the stepping stone to building a lasting customer relationship!

Compelling Content

In a sea of other welcome email series, you want your brand to stand above the rest; the answer lies in crafting compelling content that keeps a customer’s attention while simultaneously getting a clear message across. Here are some ways to make your emails compelling:

Personalization: The era of generic emails has passed! People are most drawn to content that speaks directly to them. Start the emails off by using your customer’s first name, then reference their specific interests and let them know you appreciate their interest in your brand. This goes a long way in helping foster a relationship with your customer and securing that first initial purchase.

 Subject Lines: Your subject line is the gateway to your content. Make sure it is enticing, clear, and gives a hint of the content your email contains. A subject line that seems bland isn’t likely to get any clicks, which means you might lose a potential buyer! A catchy subject line can be the difference between an opened email and a deleted one.

Visually Appealing: An email that’s just a block of text can be boring and underwhelming; it’s not a good first impression you want to give to potential customers. Break it up with high-quality, relevant images, infographics, GIFs, and even videos to capture the customer’s attention and entice their interest in your brand. Visual elements not only make your email more engaging – they also help to more effectively convey your brand’s message.

Want some insight on how to craft the perfect compelling content for your welcome series? Check out our free Facebook community, Email Marketing BFF, for short, information-packed videos, live workshops, and free templates. 

Design and Branding

Your brand isn’t just a logo or color scheme. Every element of your email, from typography to imagery, should resonate with your brand’s voice and mission. We want the customer to immediately recognize and connect with your brand. Here are some things you can do to help with design and branding:

Logo and Colors: Include your logo and brand colors in the email template to make it instantly recognizable. Your logo and colors should echo your brand’s key elements and be a reminder of what your brand is as a whole. Keep this consistent throughout the welcome series so the customer gets used to your brand’s look. 

Typography and Tone: Use consistent fonts, text styles, and tones throughout your emails for a nice, cohesive look. The customer will associate these with your brand and look forward to it every time an email is sent. 

Images and Graphics: Choose visuals that align with your brand’s style and message. High-quality images and graphics enhance the overall appearance, breaking up any monotony and keeping the emails looking fresh and creative.

With all of these items, it’s important to have at least a basic understanding of color, design, and typography theories. Having a grasp of the emotional and cognitive impacts that each element of your brand can have will help you ensure that your brand’s voice remains consistent no matter the media you put out. Study these and really define them so that you can utilize those pieces of unspoken (or unwritten!) communication to truly encompass your brand’s message and remind the customer of why they trust your brand.

Test and Optimize

Your welcome email series may take some trial and error before it’s just right, and that’s okay! Use A/B testing to experiment with different elements like subject lines, content, and CTAs to see what resonates best with your customer base. Certain aspects of one email might work better with a different aspect in another email. Don’t be afraid to test some things out and conduct surveys and even customer interviews to see what the customers love best. Once you’ve tried a few things, collect and analyze the data to make the best decision about what to update in your welcome emails..

Automate and Segment

To get the most out of your welcome series and let it do the work for you, it’s imperative to implement automation and segmentation. These strategies simultaneously streamline operations and craft a curated experience for each subscriber, thus ensuring your brand’s first impression is impactful and resonates with each member of your customer base. 

Automation:  Imagine trying to manually send out welcome series emails to each and customer that are personalized to each individual’s specific needs; it’s near impossible! Automating your welcome series ensures that each customer will automatically receive a personalized welcome email that capitalizes on their newfound interest in your brand.

Segmentation: Automation isn’t the only thing you can do for your welcome emails. You can also utilize segmentation to tailor them to each customer’s interests! For example, if a new subscriber shows interest in a specific product category, the subsequent welcome emails that follow can spotlight similar products or related content with an attached discount code. Segmentation takes more than just behaviors into account; it evaluates and utilizes demographic information as well. Demographic data such as a customer’s age, location, and lifestyle can greatly influence their preferences. By using these pieces of information to inform segmentation, the welcome series can be tuned to cater to the different backgrounds and interests of your customers, amplifying the personal touch of each welcome email that goes out.


Crafting an impactful welcome email series for an e-commerce brand is just the beginning of a lasting relationship between your brand and your customer. It’s the golden opportunity to impress, engage, and nurture new subscribers right from the start. Every component plays a crucial role in shaping that first impression, effectively setting the stage for positive future interactions. By focusing on personalization, design consistency, compelling content, and automation strategies, your welcome emails can ensure that you capture the interest of your customers while fostering brand loyalty and trust. 

As you start creating your welcome series, remember the core principle: value the relationship and offer genuine worth. This is imperative in the world of e-commerce, which is not just about nailing down the first sale but also about the lifelong connection you forge with your customers. 

Do you still need guidance in creating the best welcome series for your brand? Contact us at Spark Bridge Digital and schedule a free 30-minute consultation where we can go over any roadblocks you’re facing and discuss what we can do to help you overcome them!



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