{"id":37387,"date":"2021-10-12T10:00:00","date_gmt":"2021-10-12T14:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=37387"},"modified":"2025-12-18T16:29:05","modified_gmt":"2025-12-18T21:29:05","slug":"welcome-onboarding-emails","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/welcome-onboarding-emails","title":{"rendered":"How To Hello: These Are The Welcome Emails You Need"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_20621664b8efe9deb56d557f1b9ad3a1\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>Imagine you invite someone to your house, and when they walk through the front door, you say nothing. Awkward. Or, they immediately begin telling you about a picture you <i>have<\/i> to buy for your entryway\u2014weird vibes.<\/p>\n<p>A warm welcome and a \u201cget-to-know-you\u201d period are essential anytime you kick off a new relationship. That means each time someone new invites your brand into their inbox, you need to play nice.<\/p>\n<p>Welcome and onboarding emails set up positive first impressions and build trust between customers and your brand. What are you supposed to say, though? And how do you not overstay your welcome?<\/p>\n<p>We\u2019re going to break down what to include and when to send new customer emails.<\/p>\n<h2>When to use welcome emails<\/h2>\n<p>A welcome or onboarding email is in order anytime you gain a new subscriber. The most common entry points include:<\/p>\n<ul>\n<li aria-level=\"1\">Signing up for your newsletter<\/li>\n<li aria-level=\"1\">Joining your rewards program<\/li>\n<li aria-level=\"1\">Starting a free trial<\/li>\n<li aria-level=\"1\">Making a purchase<\/li>\n<\/ul>\n<p>What\u2019s the point of creating a special series for new subscribers? Couldn\u2019t you send them the same weekly emails as everyone else? You could, but you\u2019d miss out on valuable opportunities to increase engagement and retention.<\/p>\n<p>A welcome email\u2019s goal is to give a good first impression, move people onto the next step of your buyer\u2019s journey, or encourage them to use your product to the fullest. In short, your first emails lay the groundwork for more sales and set the stage for effective <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/what-is-lifecycle-marketing\" rel=\"noopener\" target=\"_blank\">lifecycle marketing<\/a>.<\/p>\n<p>Taking advantage of the momentum a new subscriber feels about your brand also helps you capture email engagement, which is good for your sender reputation and deliverability.<\/p>\n<h2>4 elements of winning welcome emails<\/h2>\n<p>Since welcome or onboarding emails are so versatile, it may seem complicated to nail down what they need to succeed. No matter the type of welcome or onboarding email, there are four things to consider.<\/p>\n<h3>Context<\/h3>\n<p>Since a specific subscriber action kicks off a welcome email, context is more important than in a standard newsletter. You need to consider what action the person took, their history with your brand, and what you want them to do next.<\/p>\n<p>For example, monday.com uses an email to offer an extended free trial. Since the person didn\u2019t convert during the first trial, the company presents templates to quickly get started since they may have been overwhelmed by options the first time around.<\/p>\n<figure id=\"attachment_37394\" aria-describedby=\"caption-attachment-37394\" style=\"width: 433px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-37394 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/monday-com-6-templates-email-433x1024.png\" alt=\"monday-com-6-templates-email\" width=\"433\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/monday-com-6-templates-email-433x1024.png 433w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/monday-com-6-templates-email-127x300.png 127w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/monday-com-6-templates-email-649x1536.png 649w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/monday-com-6-templates-email.png 680w\" sizes=\"(max-width: 433px) 100vw, 433px\" \/><figcaption id=\"caption-attachment-37394\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/templates-for-fathomanddraft-mondaycom\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n<h3>Focus<\/h3>\n<p>You don\u2019t want to overwhelm a new subscriber\u2019s inbox or distract from important messages in welcome emails. So, it\u2019s best to ensure new subscribers aren\u2019t put onto a standard promotional mailing list immediately.<\/p>\n<p>Welcome emails should be the only messages they receive. How long you keep them segmented on a welcome series depends on things like:<\/p>\n<ul>\n<li aria-level=\"1\">The length of your free trial<\/li>\n<li aria-level=\"1\">How long it usually takes to make the first purchase<\/li>\n<li aria-level=\"1\">When subscribers tend to either convert or disengage<\/li>\n<\/ul>\n<h3>Automation<\/h3>\n<p>At the very least, your welcome email series will trigger when someone takes action, like subscribing to a newsletter. There\u2019s a whole world of automation opportunities after that, however. <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-automation-tool-evaluation\/\" target=\"_blank\" rel=\"noopener\">Setting up automations<\/a> that send different messages depending on subscriber actions can help you boost engagement.<\/p>\n<p>For example, suppose your analysis of past free trials shows a correlation between accounts that add another teammate in the first week and higher engagement rates. In that case, you want to encourage that behavior. If someone hasn\u2019t taken action in the first few days, your automation could trigger a message.<\/p>\n<p>Google outlines a three-step checklist to getting started with a G Suite trial. They could send reminder messages for uncompleted steps.<\/p>\n<figure id=\"attachment_37400\" aria-describedby=\"caption-attachment-37400\" style=\"width: 501px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-37400 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/g-suite-free-trial-email-501x1024.png\" alt=\"g-suite-free-trial-email\" width=\"501\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/g-suite-free-trial-email-501x1024.png 501w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/g-suite-free-trial-email-147x300.png 147w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/g-suite-free-trial-email.png 622w\" sizes=\"(max-width: 501px) 100vw, 501px\" \/><figcaption id=\"caption-attachment-37400\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/start-using-your-g-suite-free-trial-today\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n<h3>Personalization<\/h3>\n<p>After creating a relevant experience through automation and behavioral triggers, you can also <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/more-than-a-name-13-ways-marketers-personalize-emails\/\" target=\"_blank\" rel=\"noopener\">personalize email content<\/a>. Since you may not have past purchase data to refer to, try <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/5-ways-you-can-use-email-analytics-data-to-power-segmentation\/\" target=\"_blank\" rel=\"noopener\">segmenting by location<\/a>, including their name, or creating email variations depending on which landing page they signed up from.<\/p>\n<p>For example, after a first-time booking with MGM Resorts, the welcome email pulls in a photo of the hotel booked plus name and confirmation info.<\/p>\n<img decoding=\"async\" class=\"alignnone wp-image-37395 size-large\" style=\"border: 1px solid #8994A1;\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/mlife-rewards-welcome-email-341x1024.png\" alt=\"mlife-rewards-welcome-email\" width=\"341\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/mlife-rewards-welcome-email-341x1024.png 341w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/mlife-rewards-welcome-email-100x300.png 100w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/mlife-rewards-welcome-email-768x2309.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/mlife-rewards-welcome-email-511x1536.png 511w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/mlife-rewards-welcome-email-700x2104.png 700w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/mlife-rewards-welcome-email.png 1256w\" sizes=\"(max-width: 341px) 100vw, 341px\" \/>\n<h2>Welcome and onboarding email examples<\/h2>\n<h3>Newsletter<\/h3>\n<h4>Supergoop<\/h4>\n<p>When someone signs up for the Supergoop newsletter, it launches a welcome series that introduces the company and products.<\/p>\n<p>There are two things I love about Supergoop\u2019s initial newsletter email\u2014the personal welcome and the information about what\u2019s to come. Being able to put a face to the brand and <i>why<\/i> the CEO believes in the company makes it easier to connect. It\u2019s also nice that they give a preview of the type of content they send so subscribers know what to look out for.<\/p>\n<figure id=\"attachment_37391\" aria-describedby=\"caption-attachment-37391\" style=\"width: 426px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-37391 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/supergoop-welcome-email-426x1024.png\" alt=\"supergoop-welcome-email\" width=\"426\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/supergoop-welcome-email-426x1024.png 426w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/supergoop-welcome-email-125x300.png 125w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/supergoop-welcome-email.png 609w\" sizes=\"(max-width: 426px) 100vw, 426px\" \/><figcaption id=\"caption-attachment-37391\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-the-bright-side\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n<p>The following two emails in Supergoop\u2019s welcome series focus on the product.<\/p>\n<p>The first of these messages help people identify which item is best for them depending on their skin type. Removing the barriers of indecision makes it easier for new subscribers to commit to a purchase.<\/p>\n<p>The next message also acts as a product showcase slash informational piece about sunscreen myths.<\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n\n<div id=\"text-two-columns-block_d9cce8c88fa412893ec760be96717d3e\" class=\"block-text-two-columns alignfull\" style=\"background-color:\">\n  <div class=\"container\">\n      \t<div class=\"row \">\n  \t\t<div class=\"col-md-6 column\">\n        <div class=\"\">\n          <figure id=\"attachment_37393\" aria-describedby=\"caption-attachment-37393\" style=\"width: 259px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-37393 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/supergoop-welcome-email-2-259x1024.png\" alt=\"supergoop-welcome-email-2\" width=\"259\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/supergoop-welcome-email-2-259x1024.png 259w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/supergoop-welcome-email-2-76x300.png 76w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/supergoop-welcome-email-2-388x1536.png 388w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/supergoop-welcome-email-2-518x2048.png 518w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/supergoop-welcome-email-2.png 614w\" sizes=\"(max-width: 259px) 100vw, 259px\" \/><figcaption id=\"caption-attachment-37393\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/our-1-most-asked-question\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n        <\/div>\n  \t\t<\/div>\n      <div class=\"col-md-6 column\">\n        <div class=\"\">\n         <figure id=\"attachment_37392\" aria-describedby=\"caption-attachment-37392\" style=\"width: 177px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-37392 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/supergoop-welcome-email-3-177x1024.png\" alt=\"supergoop-welcome-email-3\" width=\"177\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/supergoop-welcome-email-3-177x1024.png 177w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/supergoop-welcome-email-3-52x300.png 52w\" sizes=\"(max-width: 177px) 100vw, 177px\" \/><figcaption id=\"caption-attachment-37392\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/3-sunscreen-myths-totally-busted\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n                 <\/div>\n      <\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n\n\n\t<div id=\"simple-text-block-block_b113af85d8c58a3b1641737d2cb05c9a\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<h3>Reward program<\/h3>\n<p>If your company has a rewards program, you might need a kickoff message to bring new members up to speed. Zo\u00ebs Kitchen uses a simple email to welcome people to their ZK Rewards program and prompts them to order online or download the company\u2019s app.<\/p>\n<p>The reward program&#8217;s welcome email summarizes how people earn points, both through the app or in-store. It then prompts the subscriber to make an order.<\/p>\n<figure id=\"attachment_37390\" aria-describedby=\"caption-attachment-37390\" style=\"width: 405px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-37390 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/zk-rewards-email-405x1024.png\" alt=\"zoe's kitchen email\" width=\"405\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/zk-rewards-email-405x1024.png 405w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/zk-rewards-email-119x300.png 119w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/zk-rewards-email-608x1536.png 608w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/zk-rewards-email.png 680w\" sizes=\"(max-width: 405px) 100vw, 405px\" \/><figcaption id=\"caption-attachment-37390\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-zk-rewards-\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n<p>If activity on the rewards account has stagnated, Zo\u00ebs Kitchen sends a re-engagement offer. Offering a free product brings people back to the company and re-familiarizes them with the rewards app.<\/p>\n<figure id=\"attachment_37389\" aria-describedby=\"caption-attachment-37389\" style=\"width: 603px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-37389 size-full\" style=\"border: 1px solid #8994A1;\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/zk-rewards-reengagement-email.png\" alt=\"zoe's kitchen rewards email\" width=\"603\" height=\"937\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/zk-rewards-reengagement-email.png 603w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/zk-rewards-reengagement-email-193x300.png 193w\" sizes=\"(max-width: 603px) 100vw, 603px\" \/><figcaption id=\"caption-attachment-37389\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/just-for-you-free-hummus-to-say-hello\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n<h3>Free trial<\/h3>\n<p>Free trials need to help new users build a habit, and Headspace understands that. Their free trial series sets expectations about what will happen during the next ten days and delivers reminders and prompts to keep users moving forward.<\/p>\n<p>Headspace uses the welcome email to introduce the \u201cTake 10\u201d trial and describe how to review account details. There\u2019s also a prompt to download the company\u2019s mobile app.<\/p>\n<figure id=\"attachment_37396\" aria-describedby=\"caption-attachment-37396\" style=\"width: 439px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-37396 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-welcome-email-439x1024.png\" alt=\"headspace-welcome-email\" width=\"439\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-welcome-email-439x1024.png 439w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-welcome-email-129x300.png 129w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-welcome-email-659x1536.png 659w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-welcome-email.png 680w\" sizes=\"(max-width: 439px) 100vw, 439px\" \/><figcaption id=\"caption-attachment-37396\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/welcome-to-headspace\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n<p>Next, it\u2019s time to get started. Headspace invites users to begin the first day of the challenge while addressing potential concerns. The welcome email talks about the benefits of meditation but points out that the person can\u2019t know until they try. Luckily, it only takes ten minutes a day.<\/p>\n<figure id=\"attachment_37397\" aria-describedby=\"caption-attachment-37397\" style=\"width: 417px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-37397 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-get-started-email-417x1024.png\" alt=\"headspace-get-started-email\" width=\"417\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-get-started-email-417x1024.png 417w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-get-started-email-122x300.png 122w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-get-started-email-625x1536.png 625w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-get-started-email.png 680w\" sizes=\"(max-width: 417px) 100vw, 417px\" \/><figcaption id=\"caption-attachment-37397\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/having-trouble-finding-time-to-meditate\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n<p>If a person completed day one, the message on the second day says the subscriber is \u201c1 for 1.\u201d Action-based triggers and small personalizations like that make an automated sequence feel bespoke.<\/p>\n<figure id=\"attachment_37399\" aria-describedby=\"caption-attachment-37399\" style=\"width: 285px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-37399 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-day-2-email-285x1024.png\" alt=\"headspace day 2 email\" width=\"285\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-day-2-email-285x1024.png 285w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-day-2-email-427x1536.png 427w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-day-2-email-570x2048.png 570w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-day-2-email.png 680w\" sizes=\"(max-width: 285px) 100vw, 285px\" \/><figcaption id=\"caption-attachment-37399\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/session-2-building-the-meditation-habit\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n<p>The free trial sequence continues with a congratulatory note on day three. Headspace asks people to reflect on their journey and gives subscribers a goal by citing research that states mental changes begin after six hours of meditation.<\/p>\n<p>&nbsp;<\/p>\n<figure id=\"attachment_37398\" aria-describedby=\"caption-attachment-37398\" style=\"width: 397px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-37398 size-large\" style=\"border: 1px solid #8994A1;\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-day-3-email-397x1024.png\" alt=\"headspace day 3 email\" width=\"397\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-day-3-email-397x1024.png 397w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-day-3-email-116x300.png 116w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-day-3-email-596x1536.png 596w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/headspace-day-3-email.png 603w\" sizes=\"(max-width: 397px) 100vw, 397px\" \/><figcaption id=\"caption-attachment-37398\" class=\"wp-caption-text\">Source: <a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/reallygoodemails.com\/emails\/three-is-the-magic-number\" target=\"_blank\" rel=\"noopener\">Really Good Emails<\/a><\/figcaption><\/figure>\n<h3>Post-Purchase<\/h3>\n<p>The Farmer\u2019s Dog uses their post-purchase email series to get new customers excited while waiting for their first order to ship.<\/p>\n<p>The series starts with an order summary and process overview, complete with pet name personalization and order details. It takes standard purchase confirmation details and turns them into a story that gets the customer excited about what&#8217;s to come. The welcome email also answers questions about the creation and shipping process.<\/p>\n<figure id=\"attachment_37402\" aria-describedby=\"caption-attachment-37402\" style=\"width: 168px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-37402 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-first-order-email-168x1024.png\" alt=\"farmers dog first order email\" width=\"168\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-first-order-email-168x1024.png 168w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-first-order-email-49x300.png 49w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-first-order-email-768x4682.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-first-order-email-252x1536.png 252w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-first-order-email-336x2048.png 336w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-first-order-email-700x4267.png 700w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-first-order-email.png 800w\" sizes=\"(max-width: 168px) 100vw, 168px\" \/><figcaption id=\"caption-attachment-37402\" class=\"wp-caption-text\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-first-order-email.png\" target=\"_blank\" rel=\"noopener\">See full-size email<\/a><\/figcaption><\/figure>\n<p>Since The Farmer\u2019s Dog operates as a subscription, an email in the series also prompts you to set up an account so you can manage future orders and more.<\/p>\n<img decoding=\"async\" class=\"alignnone size-full wp-image-37404\" style=\"border: 1px solid #8994A1;\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-account-setup-email.png\" alt=\"farmers dog account setup email\" width=\"800\" height=\"468\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-account-setup-email.png 800w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-account-setup-email-300x176.png 300w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-account-setup-email-768x449.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-account-setup-email-545x320.png 545w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-account-setup-email-700x410.png 700w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\n<p>Between ordering and shipment, an email uses both the head and the heart to promote the product. First, The Farmer\u2019s Dog presents logical and factual reasons why their product is superior to other brands. Then, it hits you with pet owner testimonials (along with adorable dog photos).<\/p>\n<p>This informational email is a prime example of a message you could use for new subscribers who have yet to purchase or new customers you want to reassure.<\/p>\n<figure id=\"attachment_37403\" aria-describedby=\"caption-attachment-37403\" style=\"width: 155px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-37403 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-affirmation-email-155x1024.png\" alt=\"farmers dog affirmation email\" width=\"155\" height=\"1024\" srcset=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-affirmation-email-155x1024.png 155w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-affirmation-email-768x5080.png 768w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-affirmation-email-310x2048.png 310w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-affirmation-email-700x4631.png 700w, https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-affirmation-email.png 800w\" sizes=\"(max-width: 155px) 100vw, 155px\" \/><figcaption id=\"caption-attachment-37403\" class=\"wp-caption-text\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-affirmation-email.png\" target=\"_blank\" rel=\"noopener\">See full-size email<\/a><\/figcaption><\/figure>\n<p>Finally, The Farmer\u2019s Dog sends an education email when it\u2019s time for the order to ship. There\u2019s a place to track the order, plus info on how they pack it and what to do with it when it arrives. There\u2019s also a note about how to transition your dog to their new food. Since retention is more likely when someone has a positive experience (and uses the product correctly), it makes sense to take time setting new customers up for success.<\/p>\n<figure id=\"attachment_37401\" aria-describedby=\"caption-attachment-37401\" style=\"width: 223px\" class=\"wp-caption alignnone\"><img decoding=\"async\" class=\"wp-image-37401 size-large\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-shipping-email-223x1024.png\" alt=\"farmers dog shipping email\" width=\"223\" height=\"1024\" \/><figcaption id=\"caption-attachment-37401\" class=\"wp-caption-text\"><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2021\/10\/farmers-dog-shipping-email.png\" target=\"_blank\" rel=\"noopener\">See full-size email<\/a><\/figcaption><\/figure>\n<h2>Email testing: the final piece of your welcome strategy<\/h2>\n<p>After you&#8217;ve strategized, designed, written, and developed your welcome email, there\u2019s one last step\u2014ensuring deliverability. Email deliverability is always important, but new customers won\u2019t even get a chance to form an opinion about your brand if you land in the spam folder. Make sure that you also test your welcome emails across clients to make sure they look the way you intended.<\/p>\n<p>Testing all of the emails in a new or updated series can be daunting, but you can <a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/how-to-streamline-your-email-testing-process-with-litmus\/\" target=\"_blank\" rel=\"noopener\">automate your testing<\/a> to speed the process up.<\/p>\n<div class=\"cta\">\n<table style=\"background-color: #f2f3f6;\">\n<tbody>\n<tr>\n<td class=\"block-1\" style=\"padding: 20px 10px 20px 20px;\"><img decoding=\"async\" class=\"alignnone size-full wp-image-4104\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/logo.png\" alt=\"Litmus logo\" width=\"140\" height=\"165\" \/><\/td>\n<td class=\"block-2\" style=\"padding: 20px 20px 20px 10px;\">\n<p class=\"zero\"><strong>Give your team the gift of time\u2014with Litmus<\/strong><\/p>\n<p class=\"zero\">Empower your team\u2014wherever they are\u2014with the tools they need to collaborate seamlessly and send better emails, faster.<\/p>\n<p class=\"zero\"><a class=\"btn medium orange button\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing\" target=\"_blank\" rel=\"noopener noreferrer\">Book a Demo<\/a><\/p>\n<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Learn 4 ways to win at welcome and onboarding emails, and get inspired by examples that have new subscribers and customers coming back for more.<\/p>\n","protected":false},"author":25,"featured_media":37409,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[1419],"blog_category":[53],"class_list":["post-37387","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-email-authentication","blog_category-tips-resources"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - 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