Nikki Gilliland says, “If you’ve ever seen First Dates, you’ll know that initial impressions count for a lot.

For brands, a welcome email is the perfect way to make one. In fact, according to a study by Return Path, users who read one welcome email will go on to open at least 40% of emails from the same brand in the following 180 days.

Despite this, however, only 51% of the UK’s top ecommerce brands are reportedly sending dedicated welcome emails. Similarly, just 26% use customer names in a first email, while 11% personalise their interactions further.

With this in mind, I decided to take a look at how a few top retailers are faring on this front. While I wrote a similar article last year, this time I will focus purely on the email content and incorporate non-fashion brands, too.

Here are 10 examples, with insight on what they’re doing right (or wrong)”.

10 examples of welcome emails of varying quality from online retailers

Econsultancy

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