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Why Welcome Emails Have the Highest Open Rates — And How to Nail Yours

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Shimon Magal

5 min read
Email MarketingWelcome EmailsEmail Strategy

If you're only going to focus on one email in your entire marketing strategy, make it the welcome email.

Welcome emails consistently have the highest open rates of any email type — averaging over 60% in many industries. But why are they so effective? And how can you make yours stand out?

Let's break it down.

Why Welcome Emails Work So Well

  1. Perfect Timing Welcome emails are triggered right after someone subscribes, signs up, or books. That moment is when interest and engagement are at their peak.

  2. High Intent Audience People who just joined your list are expecting to hear from you. Your welcome email is not a surprise — it's anticipated.

  3. Psychological Fresh Start The welcome email often kicks off a new relationship. It feels like the start of something, so readers are primed to pay attention.

  4. Low Competition Your welcome email often lands alone in the inbox — not competing with promotions or newsletters — giving it more visibility.

What to Include in a Great Welcome Email

To make the most of this attention, your welcome email should:

  • Thank them for signing up or booking
  • Set expectations for what happens next (next steps, delivery timeline, etc.)
  • Share your value proposition or story in one line
  • Link to helpful content or services (optional, but builds trust)
  • Use your real voice — make it personal and human

Example:

"Hi Sarah, thank you so much for booking your brand shoot with me! I'm excited to capture your story. You'll get a prep email from me soon, and in the meantime, here's what to expect..."

Tips to Nail Your Welcome Email

  • Send it immediately. Delays kill momentum.
  • Use a clear subject line. E.g., "Welcome to [Brand] — Here's What to Expect"
  • Make it skimmable. Use short paragraphs and bold important points.
  • Include a call-to-action. Even if it's just: "Reply and say hi!"

Want a Free Welcome Email Template?

If you're a freelancer, photographer, consultant or solo service provider — we've got you.

Grab your FREE personalized welcome email template here.

Final Thought: The welcome email is your digital handshake. Make it warm, clear, and unmistakably you. It's one of the easiest wins in email marketing.