We’re big believers in the idea of maintaining a copy swipe file.
Not only do you get to see how other people are approaching the craft of writing, but you can refer to these examples when you’re stuck.
If you want a peek into our file, here are the sample welcome message templates we’ve squirreled away.
Why focus on welcome messages? They’re the first impression your brand makes with a new subscriber or customer and it sets the tone for the rest of your emails and texts.
That’s why we believe it’s worth seeing how other brands are approaching them as well as the lessons you can learn.
The success of your customer onboarding process starts with a stellar welcome email.
The eight emails below use a variety of tactics to increase customer engagement and move people along the customer journey.
Detour was one of Canada’s earliest specialty coffee roasters and its brand was built on the belief that coffee is more than just morning fuel.
That’s why a lot of its marketing centers around the tagline “No More Bad Cups.”
We’re fans of using a welcome message to reinforce your brand, which is what made this email stand out to us.
The opening paragraph expands on the heading and then offers a 10% discount with the cleverly named discount code, “NOMOREBADCUPS.”
On the design side, the header image is a clever gif of steam rising from a cup of coffee.
While this welcome message from Descript might not seem visually exciting enough to be considered “swipe worthy,” there’s an art to writing a welcome email that explains how to use a service in less than 70 words long.
As they say, nothing worth doing is easy–and writing short emails is certainly worth it.
NYU and MIT professors conducted a study that culled five years’ worth of email marketing. They concluded that short copy is more likely to receive a response (or action taken, like a link click).
Avoiding the temptation to include everything there is to know about its transcribing tool, it distills getting started into three skimmable steps that make the entire process seem straightforward.
Finally, we like that it’s pulled the call to action to the top of the email, versus making people scroll to the bottom.
Hims follows the same approach as Descript by using around 35 words to welcome its new subscribers.
The other aspect of this email that we like is that it reminds the person what they get from subscribing.
70% of millennials are frustrated with brands sending irrelevant emails. The best way to avoid frustrating the vast majority of your email list?
Take the time to learn a little more about them.
The running shoe and clothing company BROOKS asks its new subscribers four questions that allow them to send more personalized emails.
This is a welcome message from the documentary streaming service CuriosityStream.
The subject line for this email is “The best videos on Curiosity right now.” We like it because it offers subscribers immediate value and reminds them why they signed up.
Depending on your product or service, and the market you’re selling to, cutting to the chase can be invaluable.
By putting its CEO and Founder front and center in its email, Supergoop! avoids the faceless corporation trap by associating the brand with a real person. This makes their email seem more relatable and personable.
The Newsette welcomes you to a “network of strong, cool, and kind women who also happen to have really shiny hair.”
It reads like the subscriber has been invited to join a super-secret club. Another element of the email we’re a big fan of is the advice on avoiding spam filters.
A lot of businesses use lead magnets to collect website visitors’ email addresses. That’s the case with Wealthsimple.
It uses a host of tax and retirement calculators to build its email database. Having an email is one thing though. Having a customer is another.
Wealthsimple does a good job here of building trust and pushing their subscribers to take the leap and open an account.
The most common complaint we hear about welcome emails is that their open rate is too low.
With an average open rate of between 15-25%, people aren’t wrong either. That’s where texting comes into play with its 98% open rates.
When SMS started to increase in popularity there was a concern about how SMS would fit in with email. The fear was text messages would compete with emails, reducing the effectiveness of both.
If you’re not sure what these messages would look like, here are five examples.
As we mentioned in the BROOKS example, learning more about your subscribers is never a bad idea. Original Grain takes the same approach by finding out whether new subscribers are interested in the men’s or women’s collection.
Lovepop uses its initial welcome message as an opportunity to welcome new subscribers and remind them what they get from signing up for the brand’s texts.
Brooklyn Biltong used a Cyber Monday offer of 21% off to build its text marketing list. So it makes sense that it kept its welcome message short and to the point.
After someone subscribes to its texts, Funboy sends a welcome message and a discount promo code for their first purchase. What’s notable about their approach is that it aligns with its brand through the use of emojis and playful copy.
Welcome emails and texts generate tons of engagement–which means they’re worth getting right.
While we’ve showcased several different tactics with these sample welcome message templates, we recommend you test one or two out, at least to begin with.
A good litmus test for whether you’re on the right track involves asking yourself a simple question: would you reply or click on the message?