Building a Welcome Series

A Welcome series is the first – and arguably most important – step in your user journey. It’s your chance to make a great first impression on a potential customer. Just like if you were walk into a brick-and-mortar shop, people expect your e-commerce brand to welcome them immediately – we’re talking within seconds of sign-up.

Aside from providing an opportunity to build a relationship with your customers – something every brand should do – there are plenty of revenue optimizing opportunities to consider as well. If you’re not fully convinced that you need to include a Welcome series in your CRM strategy, look no further than these stats –

  • Welcome emails are 86% more effective than standard email marketing, averaging open rates of 50%.
  • Click rates are 5x higher for welcome emails at 14% compared to just 2% for standard campaigns.
  • Welcome programs generate up to 320% more revenue than other promotional emails. Including an offer in your welcome email can boost your revenue by a further 30%.
  • Contacts who receive a welcome program are 33% more engaged with your brand.

When designing a Welcome series, you should limit it to 1-3 emails. Be clear, concise and friendly. Of all the emails a person is bound to get in a day, how can you make yours stand out? We have a few tips –

A Hook

Ensure your email stands out from the crowd by writing a clear, engaging subject line.


Schedule your first welcome email to send immediately a subscriber joins your list.

Clear Tone of Voice

Include your best content. This email sets the stage for all future emails.

Next Best Action

Include a persuasive CTA. You’ve started a dialogue, now what next?

Whitelist Request

Incentivize subscribers to add you to their ‘safe senders’ list, ensuring your emails are always delivered.

People actually read Welcome emails too – whether they’re looking for a discount code to use on a future purchase (upsell opportunity!), or genuinely interested in learning more about your brand’s vision and unique value proposition (UVP), you should make the most of the opportunity to capture their attention.

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