You know that moment when you really hit it off with someone new, and they ask, “Tell me about yourself”? That’s exactly what your welcome email is—a chance to build on the interest they’ve already shown.
But here’s the problem: 26% of brands don’t respond at all. No welcome email means no acknowledgment of that interest. It’s like someone asking about you, and instead of answering, you just stare blankly… then, out of nowhere, change the subject. Awkward.
For the 74% of brands that do send a welcome email, the stakes are high. This is your opportunity to set the tone, build trust, and turn curiosity into connection. Get it right, and you’re on the path to a loyal customer. Get it wrong, and they might tune you out for good.
So what actually makes a welcome email welcoming? We signed up for 100 Challenger Brand emails to find out.
Stats from 100 Challengers
We’ve received emails from 82 of the brands we signed up for. Of these:
- 74% of brands sent a welcome email (the rest just dropped us into the chaos).
- 53% of email journeys paused other emails while running the welcome journey (while the others continued the chaos, while welcoming us).
- The average welcome journey was 2.3 emails long, with the longest we received hitting a full 10-email saga (find out who at the end of this email).
- The average first email? 176 words long, taking approx. 44 seconds to read.
- 50% of brands used a discount code to say hello (average discount: 15%, most common discount: 10%).
- 44% of brands with more than one email included a letter from the founder.
What makes an welcome email welcoming?
There are many ways to do it, but the goal of a welcome email is the same. Show your new subscriber that they made the right choice by signing up. Here are some standout approaches:
1. Tug the Heartstrings
- Seed: A graphic so beautiful it almost made us cry. They showed us how their product fits into our lives, not the other way around.
- Recess: They know we’re stressed. Their first email basically says, “You’re overwhelmed. We’re here to help.” We felt seen.
- Biome9: With a tone that’s funny and a little in-your-face, they told us exactly why their product matters.
💡 Pro Tip: Emotional storytelling often pairs well with founder letters, which we saw in 44% of welcome journeys.
2. Tell Your Founder Story
- ROCC Naturals: This founder’s “why they care” aligns with “why you should care” making for a meaningful introduction.
- Paynter : A personal and human approach cohesive with the small batch brand.
3. The “Here’s 10% Off, Don’t Overthink It” Approach
- Starface: Balance bold branding with a clear discount offer.
- Armra: Discount first, reasons to buy second.
💡 Pro Tip: 50% of first-touch emails included a discount because discounts work to get people subscribed.
4. Flex Celebrity Credentials
- Rare Beauty: With celebrity brands, we buy because we believe they’re right for us… but let’s be honest, it’s also about that emotional tie to the celebrity. Rare Beauty nails this by having Selena Gomez personally welcome subscribers with her “why”.
5. Just Show the Product Already
- Billie: No discounts, no fluff. Just the value of the “internet’s favorite razor” backed by social proof.
6. Manage Expectations Like a Pro
- Wealthsimple: “Here’s what you’ll get and why you’ll want it.”
- Sparktoro They explain exactly what to expect, and it’s clear the email comes from a real human.
💡 Pro Tip: 30% of email journeys included a “how” email to explain the product, service or subscription in detail.
7. Make It Personal
- Loftie: The quiz within this email helped us find the perfect product and gives Lottie data to personalize future emails.
8. Start with the Big Idea, Then Explain the “How”
- Hertility: They hook you with their bold, creative vision upfront and then seamlessly transition into explaining how their product works to make that vision a reality.
- Misfit Market: For a brand introducing a new concept, their welcome email focuses on breaking down exactly how it works, removing any confusion and building confidence in the subscription.
If you’re ready to rethink your welcome email strategy, think about what your audience needs most at the start of their journey: clarity, connection, or maybe just a reason to hit “add to cart.”
See all the emails mentioned above, as well as the 10 email series from (drumroll please)….. Qi here!
Ready to challenge the status quo and win? Let’s start rewriting the rules together.
