Examples of Welcome Emails for Your eCommerce

Of all the transactional emails sent in the email flow of an online store, the welcome email is one of the most critical.

 

In this article, we will see some interesting examples of how you can make more out of something that, for many eCommerce businesses, is just a formality.

All emails sent in response to a user action end up being relevant, but in the case of the welcome email, it is a first touchstone in the brand-customer relationship because the inputs received up to this point are from the perspective of the target audience.

 

When we send an email of this type, we are:

 

 

Seeing all this together, you will agree on its importance, won't you?

Birchbox is one of the pioneering services for buying cosmetics by subscription. They work extraordinarily well, but they have the "disadvantage" that not everyone is accustomed to this mechanic and business model.

 

That is why its ability to communicate from minute zero is particularly important within its strategy.

 

We could give several examples of welcome emails from this eCommerce, but this one seems particularly interesting:

Continuing with another somewhat unconventional eCommerce model, let's talk about Warby Parker again; the online eyewear retailer that excels in almost every aspect.

 

What are its competitive differentiators?

 

Basically, they sell lenses and frames online, they are opticians (so the glasses are prescription), and they have a strong social component with very interesting projects.

 

But there is also a caveat, or rather an inconvenience, which is that in order to get the customer's vision prescription, they need to visit one of their physical stores.

 

Let's see how all of this fits into their welcome email.

Let's look at an example of a welcome email from a more typical eCommerce. This is Allbirds, a clothing and footwear brand with its own style and a strong ethical component, as it only uses sustainable fabrics.

 

For a clear context, Allbirds is based on three principles: simplicity in design, comfort in its garments, and, as we've already mentioned, natural materials that are sustainable.

 

Does all this ideology come through in their welcome emails? Let's find out.

Let's see how another fashion brand designs its welcome emails, with a positioning and conception radically different from Allbirds.

 

If in the previous example we were dealing with a relaxed and sustainable brand, Velasca is in a segment more oriented towards classic clothing, with the style of the most artisanal Italian fashion (and a considerably higher average price).

 

Their emails are probably the simplest we're analyzing, but less doesn't necessarily have to be worse.

And we close with the third consecutive clothing brand. In this case, Madewell advocates for quality everyday products at a fair price. Their strong point is denim pants, but always with an added design flair compared to mainstream brands.

 

It is also interesting to see their commitment to a certain ethic in their products: they advocate for things like inclusivity in their sizing or the recovery and resale of their used products by the community.

• We are talking about "joining" again, not about welcomes. This reinforces the idea of belonging; you are not a guest; you are one of us.

 

• They give you the role of an insider, a person with a level of confidential and preferential access. Who wouldn't be motivated by exclusivity?

 

• They highlight the benefits you have just obtained or will obtain shortly: gifts, free shipping, private sales, invitations...