You’ve got your list. You’ve scrubbed it. You’ve segmented it.
You’ve poured yourself a cup of your favorite caffeinated motivation and told yourself: It’s time.
But now what? What do you actually say in that very first email?
It feels a little awkward and clumsy at first. But at least you have the good sense to not just dump your new contacts into your main marketing list without some sort of digital handshake first, right?
Welcome emails are actually really simple to write and incredibly powerful for the long-term performance of your email marketing campaigns.
So, let’s get right into it.
Why Your First Email Is a Big Deal
Welcome emails aren’t just good manners—they’re strategic.
- Welcome emails have open rates up to 86%, which blows standard marketing emails out of the water.
- Click-through rates (CTR) can be 4–5x higher than your average promo email.
- New subscribers are most engaged in the first 48 hours—this is your golden window to make a great impression.
- Subscribers who receive a welcome email show 33% more long-term engagement than those who don’t.
- A welcome series (not just one message) can drive up to 90% more business.
In other words: that first email isn't just a hello—it's your chance to build trust, drive future engagement, and set the tone for the relationship.
And if you're thinking, “What if I didn’t send one and now my list is cold?”—don’t worry. We’ll walk through how to handle that exact situation next week, because that requires a different (and more cautious) approach.
What Happens When You Send a Welcome Email
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You set expectations early.
You teach your subscribers to recognize and open your emails while they’re most receptive to it, then they’ll continue throughout the lifetime of the relationship. -
You reduce unsubscribes and spam complaints.
A friendly intro reminds people why they signed up or how they know you—avoiding confusion or regret. -
You strengthen your sender reputation.
Email providers like Gmail and Outlook track engagement. Engagement tells email providers that your emails matter. High opens early on = better deliverability later. -
You start smart segmentation.
Even a simple “click what you’re interested in” helps you tailor messages going forward. -
You build immediate trust.
Your prompt follow-up shows you’re paying attention, that they matter to you—and that you’re worth listening to.
What Happens When You Don’t
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People forget who you are.
Wait too long, and they won’t recognize your name; they’ll unsubscribe, leave you unread, or worse, mark you as spam. -
Your email performance tanks.
Without early engagement, inbox providers may bury your future messages. -
You miss your momentum.
Delaying contact is like ignoring a hot lead. That initial curiosity fades—fast. You won’t be top-of-mind. And if there’s an immediate need, they’ll find their solution elsewhere. -
Your list decays.
Remember how welcome emails teach subscribers to take the actions we want them to take while they’re the most receptive to it? Well, the opposite is also true. No engagement early means fewer clicks, more dead weight, and lower ROI over time. -
You come off flaky.
If someone gives you their email and hears crickets, it feels like poor follow-through. It may go unnoticed at first, until they get well cared for by someone else. They’ll have you to thank for helping to make them look good.
So... What Do You Actually Say?
Good news: It doesn’t have to be clever or complicated.
It just has to be clear, helpful, and human enough to make someone want to hear from you again.
Let’s walk through it step-by-step:
Step 1: Nail the Subject Line
If they don’t open your email, nothing else matters. Your subject line needs to cut through the noise without sounding spammy or desperate.
Try:
- “Let’s get reacquainted”
- “Your business deserves better IT”
- “We know—it’s been a while”
I’ve already tested these subject lines for effectiveness and they pass the test. Go ahead and use them if they suit you.
If not, the rule of thumb is: Keep it casual. Keep it honest. Avoid sounding like a promo for discount toner.
And if you’re feeling lazy: Do capitalize the first letter in your subject line. Avoid excessive punctuation (I’m looking at you, exclamation points fans!) or using ALL CAPS. Emojis are OK if they fit your brand, but don’t overdo them. More isn’t always better.
Step 2: Open Like a Human
Skip the corporate clichés. No one wants to hear: “Dear valued customer, we hope this email finds you well in these unprecedented times…” That’ll get you a yawn and a delete from most.
Try something more natural, like:
“If you’re wondering who we are and why you’re getting this email, fair question. Let’s start with that.”
Step 3: Remind Them Who You Are (and Why You're Here)
Give context. Explain how they ended up on your list—whether it was a download, a trade show, a chamber event, a webinar, or something else.
“You’re getting this because you met us at an event, downloaded something from our site, or maybe talked to one of our techs at 2AM during a ransomware scare. (Hey, we’ve all been there.)”
If this is your first welcome email, it’s totally OK to just use one as a catch-all. As you start to segment your lists more and branch out into different warm-up sequences, you can tailor your welcome emails for specific events or opt-ins.
Baby steps, young grasshopper.
Step 4: Set Expectations
Next, let’s bridge to why you’re reaching out now: You’ll want to let people know what kind of emails you'll be sending and how often.
This is key. Marketing master Seth Godin says that if they’re not expecting your emails, then it’s spam. So, setting those expectations right from the jump keeps them in anticipation. It’s a bit like Pavlov’s dog—you teach them that when they open your emails, they will get good things. Then, soon enough, they’ll be opening your emails without even thinking about it.
So, as an example, you’ll say:
“We’ll be sharing quick, useful tips about business tech, security, and how to actually get value from your IT—not just invoices.”
This frames your emails as valuable—and keeps people from hitting unsubscribe later.
This is also an excellent opportunity to build curiosity about what’s to come.
Step 5: Deliver a Quick Win
Even in your first message, you can give them a little something:
- A helpful tip
- A checklist
- A link to a useful resource
- A story or insight they can relate to
This proves you’re not just here to sell—you’re here to help.
Step 6: End with a Gentle Call to Action
The welcome email is not the time to make the pitch. You just need something to keep the conversation going.
Try:
- “Curious how we help local businesses like yours? Here’s a behind-the-scenes peek.” BTS videos are great because they show off a bit of your company culture and can even act as a mini case study if you choose the right opportunity to show off.
- “Want to see how secure your network really is? This checklist’s a good place to start.” One-page printable downloads like checklists are excellent as long as they’re highly functional. No need to go crazy with the design—most will appreciate a simple black and white design if they’re printing. Plus, you can track those who click as warm leads for your sales team!
- “Got an IT headache keeping you up at night? Hit reply—I’d love to hear it.” Asking for the reply might get you fewer responses, but the ones that do will be hotter than those that download a lead magnet or click a link. Plus, replies tell the spam bots that your email is legitimate correspondence, improving your deliverability!
Step 7: Stay Consistent
Even the best welcome email flops if it’s followed by months of silence. Plan your next 2–3 emails right now, before you hit send. No excuses.
Consistency builds trust. Trust builds conversions.
TL;DR: Think First Date, Not Marriage Proposal
Your first email is just the handshake. The “hey, we’re real people” message.
Keep it friendly. Keep it real. Keep it focused on them.
And if your list has gone cold or you never sent that first message—don’t stress. Next week, we’ll talk about how to warm up cold subscribers without tanking your deliverability or triggering spam filters.
Need Help?
We’ve got an entire 3-day workshop that walks you through writing, scheduling, and sending a full email campaign—live and in the room.
Join us this May for the Sales & Marketing Automation Workshop at Academy.
Bring your laptop. Leave with emails written, automations built, and a plan in place.
Because action beats overwhelm every single time.
