Lesson 2

The Welcome Series

Goal: Introduce new customers to your brand and nurture brand loyalty.

Chapter 2: The Welcome Series

Getting people’s attention is one of the hardest parts of marketing. Anytime someone shows interest in your brand by opting into your email list, it’s a huge opportunity. Your welcome campaign captures this opportunity by giving the people what they want: information. It’s a chance to show potential customers who you are, what you do, and explain the why behind it.

We recommend doing this campaign in a 4 part series, with each email serving a specific purpose, but feel free to add or delete as you see fit.


Anyone who opts in to your email list via a form, and anyone who makes a purchase.

Email 1: A Simple Hello

Subject Line
No need to overthink this. You’re just saying hello here. Some examples we love:

  • Welcome to the [YOUR BRAND NAME HERE] family
  • Welcome! We’re glad you’re here

Since this email will be largely informational, this is a good place to indicate that. For example:

  • Here’s what to expect
  • Don’t worry, we don’t like spam either

Email Content:
We recommend using the first email in this series to tell your subscribers what to expect now that they've followed you. This could include:

  • The number of emails in this welcome series
  • The number of promotional emails they'll receive each month
  • What types of content you send out

Email 2: Your Value Proposition

Subject Line:
This is a good spot to get creative based on your industry and your mission. Remember, you’re explaining your value proposition.

Some examples:

  • What makes us different?
  • We’re not like the rest

Play off of your subject line to create a compelling combination. For example:

  • We’re changing the industry
  • Saving the world, one plastic bottle at a time

A value proposition is your chance to explain what sets your company apart. What’s your mission? Why do you do what you do? Tell customers why you started your business - you’re basically sending your About Us page in email form.

Remember - keep it simple, light, and easy to read.

Email 3: Social Proof

Subject Line:
This is your chance to show your prospective customers what your current customers love about you. Here are some subject line ideas:

  • The reviews are in. Here’s what people are saying.
  • It’s our most popular product. Here’s why.

Are you sensing a theme with preheaders yet? Make sure your text here plays off of your subject line. For example:

  • The [popular product name] sells out every 30 days, for good reason.
  • What’s all the hype about? See what our customers are saying about us.

Customer reviews are so incredibly important to a good ecommerce marketing strategy. The truth is, people trust other people more than they trust brands. Email #3 is your chance to show your prospective customers what your current customers are saying about you. Harness the psychological power of FOMO (fear of missing out) by pulling some customer quotes from your reviews across your site and social media.

This is also a good chance to showcase some of your most popular products - and why people love them so much.

Email 4: Offer

Subject Line:
Who doesn’t love a good offer? You can be direct and tell your customers what the offer is, or you can just use the subject line to indicate that there is an offer inside. Either way, make sure it’s obvious. Examples include:

  • Your [X%] discount code is inside!
  • Don’t miss your special offer

Whatever you chose for the above, do the opposite here. For example:

  • Our most popular styles sell out quickly. Don’t miss out!
  • Your [X%] offer awaits!

There are few things more compelling than a good offer. This email is your chance to turn potential customers into repeat customers. Getting someone to make a purchase in their first 30 days on your list is critical. A proper incentive could make that happen. And if you don’t want to offer a discount, consider alternatives like free shipping, a special deal, or a free gift.

Whatever you choose to do, make it count!

Lesson 2
5 min read