The Shopify welcome email: what to send new subscribers (and when)

When someone signs up to your store's email list, they're telling you they're interested. The welcome email is your chance to turn that interest into a first order, while you're still on their mind.

Why it matters

New subscribers are usually your most engaged readers: they've just chosen to hear from you. Many stores collect sign-ups and then send nothing until the next newsletter, weeks later, by which time the subscriber has forgotten why they signed up.

A welcome email sent right away fixes that, and you only have to set it up once.

Before you start: get consent right

Only email people who signed up to hear from you, and make it clear what they're signing up for. Every marketing email needs an unsubscribe link. Your email platform handles this, but the sign-up form wording is up to you. Check the rules where your customers live, such as GDPR in the EU.

A simple welcome series

You can start with one email and add more later. A common shape is three emails over about a week:

Email 1: right away

Goal: deliver what you promised and say hello.

• If you offered a discount, put the code at the top. Don't make people hunt for it.
• One or two sentences on who you are and what makes your products different.
• A link to your best sellers or most popular collection.

Subject: Welcome to Juniper & Pine (your 10% code is inside)

Thanks for joining us. Here's your code for 10% off your first order: HELLO10.

We make relaxed linen clothing in small batches, pre-washed so it's soft from the first wear. Not sure where to start? Our wrap dress is the piece most customers buy first.

Email 2: two or three days later

Goal: build trust.

• Your story, or how your products are made.
• A few customer reviews, if you have them (real ones only).
• An answer to the question customers ask most, like sizing or care.

Email 3: about a week later

Goal: a gentle nudge.

• Remind them of the offer, if there is one, and when it ends.
• Show two or three products for different needs.
• Keep it short.

Setting it up on Shopify

Shopify Email and most email apps (Klaviyo, Omnisend and others) have a welcome automation template. You'll usually:

1. Choose the trigger: "customer subscribes to email marketing".
2. Write the emails and set the delays between them.
3. Add a condition to stop the series if the subscriber places an order, so you don't send a discount to someone who's already bought.
4. Turn it on and send yourself a test.

Tips

• Write like a person. A plain, friendly email often works as well as a heavily designed one.
• One main link per email. Make the next step obvious.
• Check it on your phone. Most people will read it there.
• Review it every few months. Update products, photos and offers as your store changes.

How MAALI helps

Your free Store Brain checks whether your store captures emails at all and compares it with your competitors. Email flows, which draft your welcome, abandoned-cart and win-back emails in your brand voice, are coming next to MAALI.