In 2022, it’s more important than ever to engage customers with the first email. That’s why iPost‘s VP of customer engagement says smart marketers will optimize email journeys like welcome and onboarding this year.
“People want to feel more connected to brands in 2022, and the best way to do this is to create a first and lasting impression,” Andrew told Email Uplers recently.
First-impression journeys like welcome, account confirmation, and onboarding are among the most frequently researched in the MailCharts Index. If your 2022 plans call for creating or renovating any of these key email series, you’re in the right place!
In this post, you’ll find some best practices and lists of curated email examples to help you optimize these three email journeys. Each journey can engage new subscribers and customers right from the start and turn them into paying (and returning) customers quickly.
Start out by viewing the dozens of email examples on our lists, and then download the ones you like or create a custom list you can share with your team. Don’t forget to make notes about what you like about each email to make your research and planning even more efficient!
1. Set the tone with a welcoming welcome email
Engagement is the highest right at opt-in, so send a welcome message ASAP. Greet new subscribers and tell them what emails to expect next. Pay extra attention to the “voice” in your headline and copy blocks. Does it reflect your brand and the image you want to project, or does it sound as if a bot produced it?
A welcome email we love: This could be the perfect welcome email subject line: “Welcome to our nutty family!” It works for Perfect Bar because it sets the tone for the message, which greets newcomers with a simple but cheery greeting that also explains the brand’s values.
Quick tip: Check our curated list of 200+ welcome-email examples to see how different kinds of brands express their unique voices. Find some you like? Download to share or save to a custom team list!
2. Design action-oriented account confirmation messages
A lot is riding on your account confirmation emails! They remind newcomers to take the last steps needed to open accounts, complete the opt-in process or assure you that they’re legit customers. Both the subject line and interior copy should tell customers exactly what to do to finish the job.
Bonus: Remind them what to expect after they activate or confirm their accounts or let them know what they’ll miss if they don’t act.
An account confirmation email we love: The subject line for Etihad‘s confirmation email lets customers know what they need to do to complete their account process: “Important – activate your membership in just two steps.” The message itself has a strong call to action: “Activate now.”
Quick tip: No two confirmation emails should be alike! Scroll through the 122 emails on the account confirmation curated list to discover how brands like Tiffany, Reebok, and Sugarfina use images, copy and design to nudge customers to confirm their accounts.
3. Engage customers with a multi-email onboarding journey
Customer retention begins even before the first purchase! Use the first few emails you send your new customers to introduce your brand, show them around your site, and steer them toward making the first important conversion, whether it’s a purchase, creating an account, sharing data, or redeeming an incentive.
Some brands send 7+ emails in their onboarding journeys!
An onboarding email we love: The subject line of this ASOS email tells readers exactly what to expect: “You’re enrolled: here’s how to ASOS.” The message itself has big, bold graphics, a mobile-friendly design, and simple but clear directions that point new customers in the directions ASOS wants them to take.
Quick tip for Pro users: Find a journey email you like? Click to reveal all the emails in the journey, the intervals between messages, and how long the journey runs from start to finish. Great for building and optimizing your own journey!
Try this tip: Use industry groups to find more first-impressions emails
Visit the All Industry Groups page to find the industries most relevant for your brand. Then click to view journey emails. MailCharts Pro users will see all journeys, historical data and email examples. Everyone else will see current data or selected journeys. Try it now!
