The Ultimate Guide to E-commerce Welcome Emails (With Examples)

Key Takeaways

• Your welcome email is your highest-impact send, making it the best chance to introduce your brand, set expectations, and drive a first purchase.
• High-performing welcome emails combine a warm greeting, a clear brand snapshot, and a strong call to action that guides subscribers to their next step.
• Brands that use a short welcome series, mobile-friendly design, and tested subject lines consistently turn new subscribers into revenue faster.

You’ve heard it before: first impressions matter.

For ecommerce brands, they can make or break a customer relationship.

When someone signs up for your list, whether it’s to grab a discount, hear about product drops, or stay connected, your welcome email becomes their first interaction with your brand. What you say, and how you say it, can set the tone for everything that follows.

If your welcome emails are feeling flat, or worse, you haven’t set one up yet, now’s the time.

This guide covers:

• What to include in a great e-commerce welcome email
• Tips for making a lasting first impression
• Examples from brands who do this well
• How to drive revenue from your very first send

Why Your Welcome Email Matters

Your welcome email typically has the highest open rate of any email you’ll send. Most fall in the 50 to 70 percent range, which is massive.

That’s because subscribers are curious. They just opted in, they’re expecting to hear from you, and their interest is high. This is your chance to:

• Introduce your brand
• Set expectations
• Highlight products or offers
• Drive that all-important first purchase

Ignore that moment, and you're letting attention slip away.

What to Include in Your Ecommerce Welcome Email

Every brand does this a little differently, but great ecommerce welcome emails usually include the following:

1. A Warm Welcome

Say hi. Say thanks. Make it feel personal. Even one sentence that sounds like you sets the tone.

2. Your Brand Snapshot

Why do you exist? What do you stand for? Give them a quick, clear view of what your business is about.

3. A Clear Call to Action

If there’s a discount or free shipping offer, highlight it. If not, guide the reader to something worthwhile like a bestseller collection, a product quiz, or new arrivals.

4. A Reason to Stick Around

Tell them what to expect. “We send 1-2 emails a week with exclusive drops, early access, and subscriber-only perks” gives them something to look forward to.

5. A Personal Touch

If you can personalize by name or signup source, great. And if SMS is part of your flow, this is a good moment to prompt an opt-in.

Welcome Email Examples That Work

Example 1: The Short and Simple Opener

Subject Line: "You're in. Let’s get started."

Body:

Hi [First Name],

Welcome to [Brand]! We’re here to help you [brand mission in one line].

As a thank you, here’s 10% off your first order.

[CTA Button: Shop Now]

P.S. Stay tuned for weekly updates and early access to new arrivals.

Why it works: It's focused, friendly, and gets the subscriber to the next step fast.

Example 2: The Story-Driven Email

Subject Line: "We’re not your average [product category] brand."

Body:

We started [Brand] because we were tired of [industry problem].

Our goal? Make [benefit] simple, beautiful, and better for you and the planet.

As a subscriber, you’ll get first dibs on everything we do — new products, exclusive content, surprise offers.

[CTA Button: Meet Our Bestsellers]

Why it works: It builds trust and shows personality from the very first interaction.

Example 3: The Bold Visual Intro

Headline image: “Welcome to [Brand Name]”

Subhead: “Where [your core value or benefit] happens”

Call to action: “Shop What’s New”Below: product highlights, a customer quote, and a second CTA

Why it works: This format feels more like a branded landing page. It works especially well for visual-first brands.

Pro Tips to Make Your Welcome Emails Convert

Tip 1: Use a Welcome Series, Not Just One Email

A single welcome email is good. A series of two or three is better. Space them out over several days and gradually introduce your brand.

• Email 1: Your welcome message and any special offer
• Email 2: Your brand story and featured products
• Email 3: Social proof, reviews, or answers to common questions

Tip 2: Test Subject Lines and Timing

Try different styles of subject lines (casual, promotional, curiosity-driven) and see what gets results. Test delivery time, too. Your audience might surprise you.

Tip 3: Design for Mobile

Most subscribers will open this email on their phones. Use short paragraphs, bold headers, and buttons that are easy to tap. Test it on mobile before you send.

The Homerun Takeaway

Your welcome email is more than a formality. It’s a chance to introduce yourself, earn trust, and set the tone for the relationship to come. When it’s done right, it becomes a revenue driver, not just a handshake.

You don’t need to overcomplicate it. A warm message, a clear CTA, and a little brand personality go a long way.

Ready to create beautiful welcome emails in less than 10 minutes? Sign up today for a free trial of Privy to launch ecommerce emails that get results, even if you're short on time.