How to set up a welcome email automation in Xendy

Introduction

A welcome email is often the first interaction your subscribers or customers have with your brand after signing up or making a purchase. It’s your chance to make a great first impression, set the tone for your relationship, and encourage further engagement.

With Xendy, setting up a welcome email automation is simple and effective, whether your goal is to convert new subscribers into paying customers or to nurture loyalty after a purchase.

What is a welcome email automation?

A welcome email automation is a triggered email or series of emails sent automatically when someone:

• Pre-purchase: Signs up for your newsletter or joins your list (e.g., via a 10% discount pop-up).
• Post-purchase: Completes their first order, creating an opportunity to reinforce their decision and build loyalty.

Why are welcome emails important?

Welcome emails have some of the highest engagement rates of any type of email. Here’s why:

1. First impressions matter: They establish trust and set the tone for future interactions.
2. High engagement: New subscribers or customers are most attentive right after signing up or purchasing.
3. Conversion opportunities: For pre-purchase emails, welcome messages can nudge recipients to make their first purchase.

In this guide, we’ll walk you through how to set up a welcome email automation in Xendy, share best practices, and provide example workflows for both pre-purchase and post-purchase scenarios.

Benefits of a welcome email automation

Welcome email automations are a powerful tool for engaging your audience, setting expectations, and driving conversions. Whether pre-purchase or post-purchase, they provide a strategic opportunity to strengthen your relationship with subscribers and customers.

1. Builds trust

• A well-crafted welcome email establishes your brand as professional, reliable, and customer-focused.
• By introducing your values and what makes your business unique, you create a strong foundation for future interactions.

2. Drives engagement

• Welcome emails are often the most opened and clicked emails in a marketing campaign.
• They create immediate interaction with your brand, leading to higher click-through rates and potential conversions.

3. Increases conversions

• Pre-purchase welcome emails: Offering a discount code or showcasing popular products can entice subscribers to make their first purchase.
• Post-purchase welcome emails: Highlighting product tips, complementary items, or loyalty programs encourages repeat purchases.

4. Creates a seamless onboarding experience

• Welcome emails guide new subscribers or customers on how to navigate your services or make the most of their purchase.
• Examples include account setup instructions, product tutorials, or links to FAQs.

5. Reinforces your brand

• Consistent design, tone, and messaging in your welcome emails help establish a recognizable and memorable brand identity.

Why Xendy is ideal for welcome email automations

Xendy makes it easy to set up personalized, data-driven welcome email workflows that adapt to your audience.

• Customization: Personalize messages with dynamic fields and segmentation.
• Timing options: Adjust delays and delivery times for maximum impact.
• Performance tracking: Measure open rates, click-through rates, and conversions to refine your approach.

With these benefits in mind, a well-designed welcome email automation can significantly boost your email marketing performance. In the next section, we’ll explore the differences between pre-purchase and post-purchase welcome emails and their specific objectives.

Pre-purchase vs. post-purchase welcome emails

Welcome email automations can serve two key purposes depending on the timing of the trigger: before a purchase or after a purchase. Each type has unique objectives, and understanding the differences can help you design more effective workflows.

Pre-purchase welcome emails

What are they?

Pre-purchase welcome emails are triggered when someone subscribes to your email list, often through a pop-up or sign-up form. They aim to convert subscribers into paying customers.

Key objectives:

1. Encourage first purchase: Use discounts or special offers to nudge subscribers toward a purchase.
2. Introduce your brand: Highlight your brand values, story, and what sets you apart.
3. Showcase popular products: Feature bestsellers or categories aligned with the subscriber’s interests.

Workflow example:

1. Email 1 (Immediate):
   • Welcome the subscriber and thank them for joining.
   • Provide a discount code (e.g., “Welcome! Here’s 10% off your first purchase”).
2. Email 2 (1 day later):
   • Highlight popular products or categories.
   • Include customer testimonials or reviews for social proof.
3. Email 3 (3 days later):
   • Share a helpful blog post, resource, or additional incentive to purchase.

Post-purchase welcome emails

What are they?

Post-purchase welcome emails are sent after a customer makes their first purchase. These emails aim to reinforce their buying decision and encourage repeat business.

Key objectives:

1. Thank the customer: Show gratitude for their purchase and make them feel valued.
2. Onboard the customer: Provide tips for using their product or links to helpful resources.
3. Encourage loyalty: Introduce loyalty programs, referral incentives, or complementary products.

Workflow example:

1. Email 1 (Immediate):
   • Thank the customer for their order.
   • Include order details and next steps, such as shipping information.
2. Email 2 (2 days later):
   • Provide tips for using the purchased product or introduce complementary items.
3. Email 3 (5 days later):
   • Request a review or feedback.
   • Offer a discount for their next purchase or introduce your loyalty program.

Differences at a glance:

Aspect	Pre-purchase welcome emails	Post-purchase welcome emails
Trigger	Newsletter sign-up or pop-up form	First purchase completion
Primary goal	Drive the first purchase	Build loyalty and encourage repeat purchases
Content focus	Discounts, product highlights, brand story	Gratitude, product tips, loyalty programs
Tone	Persuasive and inviting	Grateful and supportive

Pre-purchase and post-purchase welcome emails are essential components of a comprehensive email marketing strategy. In the next section, we’ll show you how to set up these workflows step-by-step in Xendy.

How to set up a welcome email automation in Xendy

Setting up a welcome email automation in Xendy is straightforward and allows you to engage your audience effectively. Whether pre-purchase or post-purchase, Xendy’s intuitive interface makes creating and managing workflows easy.

Step 1: Navigate to email automations

1. Log in to your Xendy account.
2. Click “Email Automations” in the left-hand menu.
3. In the top-right corner, click “New Email Automation.”

Step 2: Configure basic settings

• Name your automation:
  • Example: “Pre-purchase welcome series” or “Post-purchase onboarding.”
• Choose your audience:
  • Pre-purchase: Select a dynamic audience of new subscribers.
  • Post-purchase: Create a segment of first-time buyers based on purchase data.

Step 3: Add emails to the workflow

1. Email 1 (Immediate welcome):

   • For pre-purchase: Introduce your brand and share a discount code.
   • For post-purchase: Thank the customer and provide order details.
   • Xendy setup: Click “Add Email,” choose “New Email,” and customize the content.

2. Email 2 (Follow-up):

   • For pre-purchase: Highlight popular products or services.
   • For post-purchase: Share tips or introduce complementary items.
   • Xendy setup: Add a second email step and set a delay (e.g., “Wait 1 day”).

3. Email 3 (Trust-building):

   • For pre-purchase: Share testimonials or case studies.
   • For post-purchase: Request a review or feedback.
   • Xendy setup: Add a third email and set an appropriate delay (e.g., “Wait 3 days”).

Step 4: Configure timing and delays

• Click the dotted line between email steps to adjust the delay.
  • Example for pre-purchase: “Wait 1 day” between the first and second emails.
  • Example for post-purchase: “Wait 2 days” before the follow-up email.
• Ensure the timing aligns with your goals and audience preferences.

Step 5: Test your workflow

1. Use Xendy’s “Preview” feature to simulate the workflow.
2. Send test emails to yourself or your team to check formatting, links, and content.
3. Verify that delays and triggers function as intended.

Step 6: Activate the automation

• Once you’ve tested the workflow, click “Start” to activate the automation.
• Monitor performance metrics, such as open rates, click-through rates, and conversions, to refine the workflow over time.

By following these steps, you can create a seamless welcome email automation that engages your audience and drives results. In the next section, we’ll share best practices to help you optimize your workflows further.

Best practices for welcome email automations

To maximize the impact of your welcome email automations, it’s important to follow best practices. These tips will help you design workflows that engage subscribers, drive conversions, and build lasting relationships.

1. Personalize your emails

Why it matters:

Personalized emails are more likely to capture attention and build a connection.

How to implement:

• Use the recipient’s first name in the subject line or greeting.
• Add dynamic content based on subscriber preferences, such as recommended products.
• Segment your audience for tailored messaging (e.g., first-time buyers, newsletter signups).

2. Make the first email memorable

Why it matters:

Your first email sets the tone for your relationship with the recipient.

How to implement:

• Include a warm welcome and thank the recipient for subscribing or purchasing.
• For pre-purchase emails, highlight your discount code or offer.
• For post-purchase emails, include clear next steps, such as tracking their order or exploring product guides.

3. Use clear calls-to-action (CTAs)

Why it matters:

A clear and compelling CTA directs recipients toward the desired action.

How to implement:

• Keep your CTAs concise and actionable (e.g., “Shop now,” “Redeem your discount,” or “Leave a review”).
• Place the CTA prominently within the email for easy visibility.

4. Optimize timing and frequency

Why it matters:

Sending emails too frequently can overwhelm recipients, while long delays can reduce engagement.

How to implement:

• Space emails appropriately (e.g., “Wait 1 day” after the first email).
• Test different timings to find the optimal cadence for your audience.

5. Leverage social proof

Why it matters:

Testimonials, reviews, and user-generated content can build trust and encourage action.

How to implement:

• Include customer reviews or success stories in your second or third email.
• Add social media links or hashtags to encourage user-generated content.

6. Keep content concise and engaging

Why it matters:

Busy recipients are more likely to engage with emails that are clear and visually appealing.

How to implement:

• Use short paragraphs, bullet points, and eye-catching visuals.
• Focus on one main message per email to avoid overwhelming the reader.

7. Test and refine your workflow

Why it matters:

Continuous improvement ensures your emails remain effective as audience preferences evolve.

How to implement:

• Use A/B testing to experiment with subject lines, CTAs, and email designs.
• Monitor performance metrics, such as open rates and click-through rates, to identify areas for improvement.

8. Align content with your brand

Why it matters:

Consistency reinforces your brand identity and builds trust with subscribers.

How to implement:

• Use your brand’s tone of voice and color scheme in all welcome emails.
• Ensure messaging aligns with your values and mission.

9. Provide value in every email

Why it matters:

Emails that offer value are more likely to be opened and acted upon.

How to implement:

• Share exclusive offers, helpful resources, or tips tailored to the recipient’s needs.
• Highlight how your products or services solve a problem or improve their lives.

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10. Monitor engagement metrics regularly

Why it matters:

Tracking performance helps you identify what works and what doesn’t.

How to implement:

• Use Xendy’s reporting features to analyze metrics like open rates, CTRs, and revenue generated.
• Adjust content, timing, or audience segmentation based on the data.

By implementing these best practices, you can create welcome email automations that deliver exceptional results and leave a lasting positive impression on your audience. In the next section, we’ll provide example workflows for pre-purchase and post-purchase scenarios to inspire your setup.

Example welcome email automation workflows

Welcome email workflows vary depending on whether they target pre-purchase or post-purchase audiences. Below are detailed examples for both scenarios, designed to inspire your own automations in Xendy.

1. Pre-purchase welcome email workflow

Objective:

Convert new subscribers into paying customers by introducing your brand and offering an incentive.

Workflow steps:

1. Email 1: Immediate welcome

   • Timing: Sent immediately after signup.
   • Subject line: “Welcome! Here’s your 10% off code!”
   • Content:
     • Warmly welcome the subscriber.
     • Highlight the discount code and how to use it.
     • Introduce your brand story and values.
     • CTA: “Shop now” or “Start saving.”

2. Email 2: Highlight popular products

   • Timing: Sent 1 day later.
   • Subject line: “Need help choosing? Here are our bestsellers!”
   • Content:
     • Showcase your top-performing products or services.
     • Include visuals and brief descriptions of featured items.
     • Provide links to categories aligned with the subscriber’s interests.
     • CTA: “Explore our collection.”

3. Email 3: Build trust with social proof

   • Timing: Sent 3 days later.
   • Subject line: “See why customers love us!”
   • Content:
     • Share customer testimonials or reviews.
     • Highlight user-generated content or success stories.
     • Reinforce the value of your products or services.
     • CTA: “Join the community” or “Shop the favorites.”

2. Post-purchase welcome email workflow

Objective:

Reinforce the customer’s buying decision and encourage repeat purchases.

Workflow steps:

1. Email 1: Thank you and order confirmation

   • Timing: Sent immediately after the purchase.
   • Subject line: “Thank you for your order!”
   • Content:
     • Express gratitude for their purchase.
     • Provide order details and shipping information.
     • Offer a link to product guides or support resources.
     • CTA: “Track your order” or “Explore product tips.”

2. Email 2: Product tips and recommendations

   • Timing: Sent 2 days later.
   • Subject line: “Make the most of your purchase!”
   • Content:
     • Provide tips or guides for using the purchased product.
     • Suggest complementary items they might find useful.
     • Include images and links to the recommended products.
     • CTA: “View recommendations.”

3. Email 3: Encourage feedback and loyalty

   • Timing: Sent 5 days later.
   • Subject line: “We’d love your feedback!”
   • Content:
     • Request a product review or testimonial.
     • Introduce your loyalty program or offer a discount for their next purchase.
     • Reinforce your commitment to customer satisfaction.
     • CTA: “Leave a review” or “Redeem your reward.”

Key differences at a glance

Aspect	Pre-purchase workflow	Post-purchase workflow
Trigger	Subscriber signup	First purchase completion
Primary goal	Convert subscribers into customers	Build loyalty and encourage repeat sales
Tone	Inviting and persuasive	Grateful and supportive
Content focus	Discount codes, brand story, testimonials	Gratitude, product tips, complementary items

With these workflows as a foundation, you can create highly engaging and effective welcome email automations that cater to your audience’s specific needs. In the next section, we’ll address common mistakes to avoid when setting up welcome email automations.

Common mistakes to avoid

While welcome email automations can significantly boost engagement and conversions, certain mistakes can undermine their effectiveness. Avoiding these common pitfalls will ensure your campaigns resonate with your audience and achieve their objectives.

1. Overwhelming subscribers with too many emails

Why it’s a problem:

Flooding recipients with too many emails in a short period can lead to disengagement or unsubscribes.

How to avoid it:

• Space out your emails appropriately (e.g., 1–3 days between messages).
• Limit the number of emails in your workflow to maintain relevance and engagement.

2. Failing to personalize emails

Why it’s a problem:

Generic emails lack a personal touch and are less likely to capture attention.

How to avoid it:

• Use personalization fields, such as the recipient’s name or interests.
• Tailor content to the recipient’s behavior, like highlighting products they viewed or purchased.

3. Ignoring mobile optimization

Why it’s a problem:

A significant portion of emails is opened on mobile devices, and poorly optimized emails can result in a frustrating user experience.

How to avoid it:

• Use responsive email templates that adapt to different screen sizes.
• Test your emails on mobile devices to ensure they display correctly.

4. Skipping the welcome email altogether

Why it’s a problem:

Failing to send a welcome email misses a critical opportunity to connect with your audience when their interest is at its peak.

How to avoid it:

• Set up an automated workflow in Xendy to ensure every new subscriber or customer receives a welcome email promptly.

5. Weak or unclear calls-to-action (CTAs)

Why it’s a problem:

If recipients don’t know what to do next, they’re unlikely to take action.

How to avoid it:

• Use concise, action-oriented CTAs, such as “Shop now” or “Leave a review.”
• Ensure the CTA is prominently placed and stands out visually.

6. Sending emails with poorly designed content

Why it’s a problem:

Unprofessional designs or overly cluttered layouts can confuse recipients or detract from your message.

How to avoid it:

• Stick to clean, visually appealing designs with a clear hierarchy.
• Use high-quality images and ensure your branding is consistent.

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7. Forgetting to track and analyze performance

Why it’s a problem:

Without tracking metrics, you can’t determine what’s working or identify areas for improvement.

How to avoid it:

• Use Xendy’s reporting tools to monitor open rates, click-through rates, and conversions.
• Regularly analyze data and refine your workflow based on insights.

8. Not testing your workflow before launch

Why it’s a problem:

Errors in timing, content, or personalization can negatively impact the recipient experience.

How to avoid it:

• Use Xendy’s “Preview” and “Test email” features to ensure all steps function correctly.
• Send test emails to yourself or your team to verify formatting and links.

9. Overlooking the importance of timing

Why it’s a problem:

Emails sent at the wrong time can lead to lower engagement or missed opportunities.

How to avoid it:

• Schedule emails to arrive when recipients are most likely to engage (e.g., during business hours or early evening).
• Use delays strategically to maintain a natural flow.

10. Neglecting to provide value in every email

Why it’s a problem:

Emails that don’t offer value are more likely to be ignored or lead to unsubscribes.

How to avoid it:

• Share useful tips, exclusive offers, or engaging content in each email.
• Align the email’s value with the recipient’s stage in the customer journey (e.g., education for new subscribers or loyalty rewards for customers).

By avoiding these mistakes, you can create a welcome email automation that leaves a positive, lasting impression on your audience. In the final section, we’ll summarize the key takeaways and encourage you to implement your workflow in Xendy.

Frequently asked questions