The Email Journey Every Brand Should Have

Welcome journeys — those email campaigns that introduce and onboard new customers — are critical in helping brands make a good first impression. After all, customers are most engaged and most primed for your message when they first sign up. It’s a brand’s biggest opportunity to create loyalty among their customers.

It’s also important to take advantage of these first messages, because, as data has shown, email read rates drop significantly after the first 180 days.

A strong welcome journey email campaign helps maintain engagement and get the company-customer relationship off to a good start. Below we explore six tips to strengthen your welcome journey:


All good Welcome Journeys come from a place of education. This is your chance to introduce your brand, products, and services to someone new. Don’t assume prior knowledge that may not be there. Start by asking yourself these kinds of questions: What does your customer need to know about your brand or service? What makes you different from the pack?

Be Actionable

According to our State of the Connected Consumer report, 80% of customers say the experience a company provides is as important as its products and services. Use your Welcome Journey to deliver a helpful experience to your new customer that helps them take actions. Ask yourself what would be the right next step for them: () What will deliver the best customer experience? Is it an app download, a special promotion, free trial registration? Let them know and make it simple to take that action.

Introduce Your Channels

Everyone has different preferences and habits. Meet your customers where they are to deliver the optimal experience. Promote your best social or mobile channels and ask customers to connect there. Then, connect those channels and interactions into a seamless customer experience.

Learn About Your Customer

Effective marketing is personalized and asking them directly is an incredibly powerful way to get to know their preferences. According to the State of the Connected Customer report, 79% of customers are willing to share relevant information about themselves in exchange for contextualized interactions.

Ask for Feedback

Asking for direct feedback early in the customer journey can help you optimize future Welcome Journeys. Use questions like: Why did they sign up for your emails? Have they had a good experience with your product, customer service team, or sales process so far? Most importantly, really listen to what is being said, and use it to improve the customer experience.

Say Thank You

Our attention is pulled in 1,000 directions every day. The same is true for your customer, yet if they are opening their emails, they are willingly giving you some of their precious time! Thank them for that privilege, and let them know what they can expect from you in return. This is a great way to use the Welcome Journey to begin building a lasting customer relationship.

A welcome journey can mean the difference between an engaged audience and an unengaged one. Consider what you want your customers to know about your brand, and take the time to educate them, learn about them, and deliver to them the best experience you can.

Check out our Email Chronicles for more best practices and tips.