Important notice : Brevo, the publisher of this content, is an email marketing solutions provider. However, this article offers general information based on our own research and experience, which also applies to other email marketing tools on the market. The Brevo screenshots included are for informational purposes only. The selected examples correspond to different sending platforms.
Welcome emails are the first direct message
a brand sends to a new subscriber. The impact this first impression has on the prospect’s perception of the company is significant and can shape their future relationship. Taking advantage of this moment of initial interest can be decisive in establishing lasting relationships and converting leads into active customers.
The open rate for welcome emails is considerably higher than that of other email marketing campaigns. According to Email Tool Tester, it exceeds 63% (2022-23 data based on reports from various platforms), while GetResponse, which analyzed more than 4.4 billion messages in 2023, recorded a global average open rate of 83.6%.
By comparison, the overall open rate for all email marketing campaigns was 21.89% according to Brevo’s Email Benchmark (based on emails sent throughout 2022) and 42.5% according to GetResponse data.
Other welcome email engagement data — click-through rate
CTR) and click-to-open rate— also show higher overseas data prospect interest than with other campaigns, so now’s a good time to offer valuable content that builds loyalty:
| Open rate | Click-through rate (CTR) | Click-through rate on openings | |
|---|---|---|---|
| Welcome emails | 83.6% | 16.6% | 19.8% |
| Overall average | 42.5% | 5.14% | 11.95% |
Source: GetResponse Email Marketing Benchmark
- Even though they’re just the first personalization of communication contact, these emails can directly boost conversion rates in some email marketing campaigns. According to sources like Convertcat and Campaign Monitor , including offers in welcome emails can increase revenue per email by 30%.
Eight examples of effective welcome emails
Brief: Multiple calls to action for a tailored experience
Brevo’s welcome email emphasizes flexibility and accessibility . Learning is key for those new to the platform, and each person prefers to be guided differently. The email structure is strategically organized to facilitate navigation and offer clear options from the start.
Strengths of this welcome email
- First visual call to action in the email header (“Getting Started”).
- More than seven calls to action organized into different sections, giving the user the choice to respond to different learning brazil data preferences (start using Brevo directly, links to a starter kit, contacting Support).
- The invitation to the Brevo Expert Program adds value by offering a proposal for collaboration and professional development.
- The recipient’s name is used only once, in the email greeting.
Subject line: Welcome to Brevo!