As we enter a post-GDPR world, welcome emails remain one of the most powerful tools in a marketer’s arsenal.
A chance to say hi to those who actively want to hear from you – welcome email campaigns should be thought of as a clean slate, and the chance to forge a long-term relationship with new customers.
We’re nothing if not optimistic, right?
With this in mind, here’s another round-up of current welcome emails campaigns from a bunch of different retailers, with analysis on why they work (or not, as the case may be).
Most welcome emails tend to focus more on imagery than content, with longer emails often reserved for follow-up communication.
However, mattress-brand Eve sets out to inform new customers from the get-go, including a wordy introduction to the brand. Alongside this, it points users towards different sections of its website, including its blog on sleep, and its refer-a-friend scheme.
I particularly like these features as they offers extra value to new customers, telling them there’s more to the brand than meets the eye. It’s quite a basic email, sure, but the bright and cheerful design means it feels high quality.
(Side note: I also signed up to the Casper email newsletter to compare mattress brands, however, it’s over a week later and I’m still waiting for that one…)
2. Fred Perry
Fred Perry is known for its position within both British fashion and sport. Its welcome email is a great embodiment of this.
The large header image of Fred gives a nostalgic nod to the brand’s long history, while the product imagery below it highlights its place in modern British culture.
While there is nothing particularly ‘welcoming’ about the email – note the lack of personalisation and direct address to the user – the email is still a nice example of brand creative, helping to evoke exactly what Fred Perry is all about. Probably my favourite in the list in terms of design.
3. Sweaty Betty
In contrast to Fred Perry’s cool and elusive persona, Sweaty Betty feels far more accessible with its friendly welcome email.
Combining stylish imagery with a feature on the brand’s founder, it takes both an inspirational and personal tone to forge a connection with new customers.
I also like the promotion of the brand’s Instagram account, with the call-to-action nicely prompting users to check it out.
As well as highlighting values, welcome emails also provide a good opportunity for brands to differentiate themselves, and to reassure users why signing up was the right choice.
Fashion retailer Browns certainly does this, using bullet points to list all the things that make it great.
From faster checkout to exclusive party invites, its offering is clearly and convincingly stated, helping to grab the user’s attention and make it stand out from other retailers.
Fashion retailer Monki uses its welcome email to let users know what’s to come. Instead of packing its first one full of style features, it addresses the customer with a simple note, telling them to expect lots of #monkistyle inspiration.
Set out like a letter – including a ‘love Monki’ sign-off – means it feels personal. However, this would have had more impact if they’d used my name or other unique information.
While there’s no real call-to-action involved, the clickable headers at the top of the page do prompt users to head to website and browse. Once again, of course, there’s the trusty 10% off discount code to multiply the chances of conversion.
6. Ray Ban
Ray Ban use a similar technique to Monki, with its welcome email setting up what’s to come. The copy has more of an urgent tone instilling the sense that subscribers are part of an exclusive club.
That being said, I do feel like the ‘create an account’ section is a little wasted here.
As well as being slightly dull, customers are more likely to do this when they make a purchase, meaning the space could have been put to much better use – perhaps for style features or to point users to social.
7. Ohh Deer
As well as grabbing the attention of new customers, welcome emails are a great way for brands to convey their unique personality and values.
This example from gift and stationery brand Ohh Deer does both, using an eye-catching design to stand out from the crowd.
Along with a £5-off voucher, which is always a nice perk, the quirky illustrations and handwriting effectively convey the brand’s fun and humorous nature.
I also like the inclusion of some brand facts, too, which help to make the brand feel more human.
Another brand giving new customers a warm welcome is beauty retailer, Pixi. Calling itself the ‘Pixi beauty community’, it deliberately uses an inclusive and friendly tone of voice to make users feel appreciated. The floral design is bound to catch the eye of beauty-loving consumers, too.
Its 10% discount is a nice incentive for first orders. However, Pixi also aims to ensure that customers have a reason to return by giving an overview of its loyalty programme.
The only negative is that it doesn’t really focus on what customers can get in return for the points – only how they can earn them.
Sports brands are all about selling a lifestyle (and a state of mind to go with it). Reebok is a prime example of this, using its welcome emails to convey its hardcore, no-nonsense approach to exercise.
The 15% off discount is also pretty generous, helping to create goodwill between the brand and customer, and prompting the recipient to make a purchase.
Vans is a retailer that has become synonymous with youth culture as well as fashion, which is highlighted in its welcome email imagery.
Alongside category page links, it also uses the email to tell customers what they can expect from their subscription, including various perks such as first-looks at products and promotions.
Note that there’s also no discounts or offers to incentivise new purchases.
Together, this makes it feel a bit more exclusive than your average brand email, with Vans clearly relying on its reputation as a trusted and credible brand to hook in customers.
More on email:
- GDPR and email marketing: Everything’s gonna be all right
- Why I love Glossier’s email marketing
- How consumer tech habits could be impacting email success