8 of the Best eCommerce Welcome Email Examples You Can Learn From


With thousands of eCommerce companies sending welcome emails to their audience, how can you set yours apart?

An excellent welcome email sets the stage for your relationship. Any branding and messaging needs to be spot on because that first impression is paramount to whether the customer continues to engage with you. Do it poorly, and you could lose customers.

So, while crafting the perfect eCommerce welcome email can be challenging, we'll show you some outstanding examples of what's possible. Then, you can use them to inspire your own top-shelf messages so you can hook your customers from the first send.

8 eCommerce Welcome Email Examples to Inspire Your Own

There are many ways to tackle welcome emails. You can provide a single message or a series of emails. You can create dynamic content or static formatting. You can tell your story or offer your top-selling products.

How you approach welcome emails says a lot about your brand, so it's important to look at what's most important to you. Turning a subscriber into a customer is the ultimate goal, but do you want them to trust your brand because of what you stand for, the quality of your products, or maybe even your price point?

These examples should provide some inspiration for how to create some awesome welcome emails for your eCommerce store.

1. Huckberry's Welcome Email


Huckberry opens with an eye-catching image and text welcoming new members. By sharing that "Huckberry is equal parts store, magazine, and inspiration," it gives impressed subscribers other avenues to pursue the brand.

The touch of pop-culture humor, in addition to the social proof, makes it easy for readers to connect with the brand's personality. Huckberry also did a great job sharing some of its history while keeping the email focused on the audience and not the brand.

2. Lush's Welcome Email


Lush does an excellent job, providing a "welcome to the family" style email. It lets the user feel as though they're part of something bigger, and the term "Lushies" only furthers this concept.

By recommending products right from the start, this email serves as a way to get people shopping again. Rather than just congratulating new subscribers on joining the email list, Lush welcomes its audience by sending them right back to the store.

New call-to-action

3. MVMT's Welcome Email


MVMT takes its welcome email as an opportunity to show off user-generated content. Doing this creates the perception that the MVMT fan-base is extensive while also showing real people using the products, encouraging new customers to do the same. The copy below the graphic also illustrates a new opportunity that is required to start mass movements.

This email would be more effective if it were segmented for only "Shop Men's" or "Shop Women's." If MVMT had done this, imagery could have been more personalized to the audience, which will deliver better results. Still, the selected images work well for capturing the brand's over-arching theme.

4. Ralph Lauren's Welcome Email


Ralph Lauren makes exceptional use of coupon codes in this welcome email. Generic codes get distributed across the internet as soon as they're available, so using unique codes like this is critical to tracking your audience and ensuring your discounts are only for members.

This email is clear and concise, making it easy to digest than other emails. The copy is inclusive, welcoming readers with, "You're now on the list," and also offering discounts only available through this list.

Note: If you're interested in setting up unique coupon codes for your campaigns, we'd be happy to help.

5. Reebok's Welcome Email


Reebok's email is a great example of brand positioning. Everything about this welcome email screams "durability." The company found a way to differentiate themselves from Nike, Adidas, and other companies, and while the branding goes deeper than this email, it's an excellent way to get customers bought in from the start.

The email shares other ways readers can join the Reebok community, with the multiple social channels they may use. The discounts on products and shipping also encourage the recipient to browse the company's wares and make a purchase.

6. SurfStitch's Welcome Email


SurfStitch captures a lot of the must-do's in welcome emails. This one contains great brand imagery, custom coupons, and a personalized first name. The latter is extremely useful for catching the reader's attention.

The company also does a great job building credibility with the reader by mentioning "600+" brands and uses the names of the more popular companies it's partnered with. This offers familiarity with SurfStitch's audience and rapidly builds trust.

Additionally, all of the information provided is useful for new customers to have. And by using inclusive language, the odds of them engaging with the content increases.

Note: All of these elements are optimized, the same way we execute campaigns for our clients.

7. Sweaty Betty's Welcome Email


Sweaty Betty provides a great example of how to use a personal story to relate to customers. The email doesn't present a hard-sell, but rather a bit of the brand's past and insight into the opportunities customers may find.

The text at the very bottom feels more personal than most emails, partially because of the formatting, but also because of the theme of the message. Sweaty Betty offers everything a true welcome email should, leaving the coupon code and free shipping note as some of the smallest text on the page.

8. Wayfair's Welcome Email


Wayfair capitalizes on outstanding product imagery in this welcome email. The email presents sales that change daily to urge the customer to check them out now. The copy also promises further perks to intrigue the user to open future messages.

By showing all the different brands Wayfair works with, it offers trust signals. It also encourages the user to dive into the actual store to see what other brands are available and whether there's something they'd like.

Get a Free eCommerce Email Playbook

If you can make use of these examples, you’ll become an expert on eCommerce welcome emails in no time. But if you really want to take your email marketing to the next level, we've got something for you.

Our eCommerce Email Playbook provides guidance on messaging, the specific timing and automation of your sends, and comes with actual email templates we've used to generate hundreds of thousands in revenue.


Download the eCommerce Email Automation Playbook

Learn How To Drive At Least 40% Of Your Revenue From Email Marketing.