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How to Create the Perfect Welcome Email

Updated: May 24

It’s often said both in life and in business that first impressions are everything. You only get one shot to make a good impression on your clients. And in the world of travel, unless you have a brick and mortar office, this is when digital impressions, such as the welcome email, can become more and more important.

How to Create the Perfect Welcome Email

It’s mind-blowing that most companies or businesses fail ever to send a welcome email or any kind of personalized thanks for checking out their business.

Coming up with the perfect welcome email can help you to get ahead of the game and help to build trust with potential clients that could turn into repeat customers. Here’s everything you need to know to get started!

Key Components

In order to develop a working welcome email template that is both effective and inviting, there are a few key elements that should be included:

An apparent sender - Since this is the first interaction with your subscribers, it’s crucial they can put a name and maybe even a face with the company.

Focused message - When creating a message for your email, make sure that you keep the audience in mind. Be sure to thank them for their subscription, but also show off the benefits your business and brand can have for them.

Strong Call-to-action - Used to promote conversions and give your subscribers something of value or an incentive to make said conversion.

Personalization - To achieve a higher conversion rate, you need to make sure that your copy or interactions don’t feel too generic. Make them as personal as possible.


Now that you know what a first welcome email should include, it’s time to talk about when's the best time to send it to your subscribers. Nearly three-quarters of subscribers expect to receive a welcome email as soon as the conversion is completed, and it can be essential to anticipate and meet your customers’ expectations.


When discussing tone in marketing, it’s often more about the copy and the way you try to come across to your clients, but in the case of email marketing, a lot of what is meant by tone is regarding appearance and design. This is where personalization can come into play. Something as simple as a letter to envelope design can give off a more personal and comfortable tone with subscribers, making them feel more at ease with your brand, and possibly even more likely to complete the conversion.

Remember to remind your readers that they can contact you just by hitting reply to your email.


Just because your welcome emails are sent digitally, there’s no reason they shouldn’t also stay true to the overarching brand and appearance of your marketing efforts. Everything from the color scheme, logo, and general design should all contain many of the same characteristics. This can also help customers to know that it is your content before ever reading a single word of copy.

Are you ready to create the perfect welcome email? Keep in mind that when drafting an email such as this, that it doesn’t have to be too complicated. In fact, in some cases, simpler is better. You want to welcome your new subscribers without throwing too much at them at once.

Your visual branding should be perfect. Use your brand colors and a lovely headshot of you.

PRO TIP: In your welcome email tell your readers how often and on what day of the week they will hear from you. Tell them what you will be sending them. Setting expectations is a proven strategy to stronger and healthier lists.

Be sure to post any questions you might have below, and we'll get right back to you! And if you like this article, give us some love by clicking on the . We also encourage you to join our Facebook group for travel entrepreneurs, where we provide more great content.

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Sandra McLemore is a digital marketing & business growth expert who got her start in the travel business over 20 years ago as a retail travel agent for STA Travel in a busy campus store front. She then worked her way into VP level in marketing, media and PR roles for the world's biggest cruise lines and travel brands.


Sandra is now the owner of TRAVEL MARKETING & MEDIA (formerly Village Girl Marketing), a marketing agency for travel brands specializing in content creation, design and media.




Each service and program helps travel agents to get a consistent flow of new clients through smart marketing strategies.


Over 12,000 travel agents have taken Sandra's online training, and signed up for her digital marketing solutions.

Sandra lives in Los Angeles and hosts a number of travel programs on cruise line and airline TV and can be seen on network news programs as a leading travel industry expert.  Heading off to the best travel trade conferences? You'll most likely catch her on stage there too!

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