Write a welcome email that keeps your promise.

Someone has just signed up for your emails. They may be curious about a product, interested in your advice or waiting for news from your store. Your first message should make that decision feel worthwhile.

Start with the promise they saw when they subscribed. If your popup offered brewing tips, welcome them with something about brewing. If it promised new collection updates, explain what they can expect. A welcome email is the next part of that conversation.

Give the first email one job

A useful opening message answers three questions: who is this from, why am I receiving it and where should I start?

Thank the reader for subscribing, introduce your store in a sentence or two and choose one next step. That might be exploring a collection, reading a buying guide or seeing a product that makes a good introduction to your range.

Choose products you can explain. A small selection with clear differences gives someone a way to decide. Calling everything a “must-have” leaves the decision entirely to them.

For a fictional coffee store, the opening could look like this:

Illustrative welcome email

Subject: Welcome to Sunday Coffee
Preview: Find a coffee for your everyday cup.

1

Thanks for joining us. We'll send you brewing ideas and news from our coffee collection.

2

If you're choosing your first bag, start with our everyday coffees. Each product page explains the flavour notes and the brewing methods it suits.

3Explore everyday coffees

Use this as a structure, then replace the details with your own verified products and promises. Only mention guides or advice you actually provide.

Match the signup offer

Read your popup and welcome email together. Do they sound like the same store? Does the email deliver what the form offered?

If you promised a discount, check that the code exists and works for the intended customer. Explain any minimum spend, exclusions and expiry accurately. A draft mentioning an offer does not create that offer in your store.

You can also welcome people without a discount. Useful product guidance, care advice or a clear introduction to your collection can give the email a purpose. Choose something your store can keep delivering.

Avoid promising a fixed email schedule unless you intend to maintain it. “Every Friday” creates a different expectation from “new releases and occasional brewing tips.”

Let the follow-up add something

Before adding a second email, finish this sentence: after reading the first email, this person might still need help with…

For coffee, that could be choosing a grind. For clothing, it could be finding a size. For skincare, it could be understanding how to use a product, using guidance supported by the product information.

The follow-up should answer that question. Repeating the same introduction with a more urgent subject line gives the reader little new information.

Review timing alongside your other emails. Someone who has already bought may need a different message from someone still exploring. Someone who unsubscribes should leave the sequence.

In Fikamail’s welcome flow, new subscribed contacts with no purchases can enter after you activate it. The opening email is due at signup, subject to sending checks. The follow-up is due at least four days later, with a longer gap where your contact-frequency settings require it. Existing subscribers are not automatically added, and a recorded purchase stops later welcome steps.

Default welcome sequence

1. Eligible signupNew subscriber, no purchases, flow already active.
2. Opening emailDue at signup. Introduce the store and fulfil the promise.
3. Wait at least 4 daysYour contact-frequency settings may extend this gap.
4. Helpful follow-upAdd useful guidance if the contact is still eligible.

Review the whole sequence before activation

Read both emails in order, including their subjects and preview text. Check the product details, images and destinations, then look at the trigger and timing.

• Does the first email fulfil the signup promise?
• Does the follow-up offer a different, useful next step?
• Is every offer real and suitable for an ongoing sequence?
• Will the wording still make sense next month?
• Are another app’s welcome emails already running for these subscribers?

In Fikamail, you review the flow before activating it. Once active, eligible subscribers can receive the approved emails without a separate approval for each recipient. Revisit the sequence when your catalog, offers or signup promise changes.

For more examples of introductions and setting subscriber expectations, see Shopify’s welcome email guide.

Plan a signup popup that makes a clear promise →

Use the email approval checklist →