When someone subscribes to hear from your brand, it's a key moment in the customer journey. This is your chance to welcome and introduce new contacts to your business and products when they're most likely to be interested and engaged using a thoughtful welcome email automation.
Why send welcome emails to new contacts?
Sending a single welcome email or a series of personalized messages to greet new subscribers or users helps introduce them to your business and products. |
Here's an example of what to include in your welcome emails and when to send them:
Interval: Immediately or after a few minutes.
Content: Express gratitude for subscribing, provide a brief introduction to your brand, and set clear expectations for the type and frequency of emails they will receive.
Interval: After 1-2 days.
Content: Highlight your key products or services, explain their benefits, and include any special promotions or discounts for new contacts.
Interval: Within the first week.
Content: Provide exclusive content, such as a downloadable guide, eBook, or access to a members-only area. Alternatively, offer a special discount code for their first purchase.
Interval: After 1-2 weeks.
Content: Share positive experiences from other customers. Include testimonials, reviews, or success stories to build trust and showcase the value of your products or services.
Interval: After 2-3 weeks.
Content: Encourage new contacts to engage with your brand on social media, provide feedback, or participate in a survey. Express interest in their opinions and emphasize the two-way communication aspect.
Remember, these are general guidelines, and you should adjust the intervals based on your specific industry, product lifecycle, and audience engagement patterns. Additionally, always ensure that your emails provide value and align with the interests of your contacts.
Select the pre-built automation
Brevo offers a pre-built automation that you can use to send a welcome email to contacts who are added to one or more specific lists in Brevo.
- Go to Automations.
- Click Create an automation.
- Select the Welcome message automation.
- Click Create automation.
You will now be automatically guided through a series of three steps to create your automation.
Step 1/3: Define who will receive your welcome email
The automation is triggered when a contact is added to one or more specific lists in Brevo.
- From the List dropdown, select which list(s) should trigger the automation. Anytime a contact is added to the selected list(s), they will enter the automation.
- Click Next.
Step 2/3: Add a brief delay before sending your welcome email
After a contact enters the automation, they will go through a brief waiting period of 2 or 3 minutes before receiving your welcome email. This helps make the interaction feel less automated.
- Enter the delay you want your contacts to wait for before receiving your welcome email.
- Click Next.
Step 3/3: Send your welcome email
Design and configure the welcome email that will be sent to your new contacts. To learn more about sending emails from an automation, check our dedicated article Send an email from an automation.
- Preview and edit the default email template or choose a new one.
- Design your email template by updating its content and adding any extra content or blocks as needed. To learn how to use the Drag & Drop editor, check our dedicated series of articles.
- (Optional) Click Preview & test to verify personalized details, like the recipient's first name, and review the design and layout of your email template.
- Once you're done, click Use this design in automation in the top bar of the email editor to save your email template and return to the automation editor.
- Configure the settings of your email template:
- Event data
- Subject line and preview text
- Sender email address and name
- Additional settings, including email sending time, email copy, reply-to address, tags, attachment, update profile form, unsubscribe form, and more.
- Click Save.
(Optional) Send a series of welcome emails
When creating this welcome email automation, you can easily turn it into a series of welcome emails. To do so, simply add additional Time delay and Send an email steps for each email in the series. To save time, you can also duplicate and modify existing steps to create new ones quickly.
For example, this is what a series of three welcome emails could look like:
You can create a more advanced automation by adding other type of steps. For example, you could assign a user to your new contacts, send a discount offer for an annual plan via SMS, or guide free customers to a separate automation that focuses on plan recommendations.
Activate the automation
Once everything is set up, activate the automation:
- Click Activate automation.
- (Optional) Activate the Re-entry after exit option to allow contacts who have exited the automation and are later re-added to the selected list(s) to re-enter the automation.
- Click Activate automation.
Your automation is now active. Contacts will enter it once they're added to the list(s) you selected in Step 1/3: Define who will receive your welcome email.
⏭️ What's next?
🤔 Have a question?
If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.
If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo expert partner.