Where can you find fashion welcome email examples?
You can find fashion welcome email examples by browsing Mailboard, ReallyGoodEmails or Milled.
I can’t stress enough how important it is for fashion e-commerce brands to have an effective welcome sequence. It’s one of the first things I check when auditing my clients’ email accounts.
In this list of welcome emails, I’ll share a variety of examples with you. From fashion brands selling high-end accessories like leather bags to winter coats to skiing merchandise… I’ve got you covered.
What’s a good welcome email conversion rate?
The answer is, it depends on your offer. If you incentivize subscribers with a discount, your welcome email should convert at least 5% of them into customers.
However, some of the best performing welcome emails I’ve seen convert over 10% of new subscribers.
25+ Fashion Welcome Email Examples
What makes a good fashion brand welcome email:
- Shows the incentive
- Doesn’t add friction
- Introduces the brand
- Aspirational imagery
- Strong copy
- Uses personalization
- One call to action
- Sells front-end product
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Let’s dive right into it!
Belstaff – Fashion Welcome Email Example 1
What stands out about this email?
Belstaff keeps it simple. There’s an on-brand image, a greeting, an incentive, and a call to action. Linking to different product categories (e.g, Men’s, Women’s, New Arrivals) is a wise choice. Consumers are lazy nowadays; the simpler you can make the shopping experience, the better.
Rosefield – Fashion Welcome Email Example 2
What stands out about this email?
Rosefield adds a message saying, “You have 8 days to use the discount code.” It’s a good idea, however, I think it would have been more powerful if it was presented as a countdown timer. The product images of the jewelry are great, but I think the email would be more effective if they showed what kind of people wear/buy the jewelry.
Read more: How to Sell Status in Email Marketing
Time Resistance – Fashion Welcome Email Example 3
What stands out about this email?
The image is aspirational, which is great. Yet, it’s a bit hidden at the moment due to the overlay text. It’s the case with the dark CTA as well.
What always makes me chuckle about welcome emails is “You’ll now receive exclusive updates from us.”
It’s like “Duh.”
What would be more effective is to communicate what to expect over the next two weeks across your welcome sequence. You could mention that you’ll introduce product craftsmanship, the brand’s story, etc.
dunhill – Fashion Welcome Email Example 4
What stands out about this email?
This is a pretty cool welcome email. Notice how it doesn’t mention anything like “you’ll now hear about product drops, blah blah…” Rather, it briefly introduces the brand history without overwhelming the consumer.
I like the soft “Discover Dunhill” CTA over the salesy “Shop now.” Adding product categories on top is smart for boosting click-through rates as well.
Robert Barakett – Fashion Welcome Email Example 5
What stands out about this email?
Introducing your products in the welcome email is wise. However, I wouldn’t focus on new arrivals and instead present the best-sellers. You’re much more likely to convert someone by presenting already tried and tested products.
One thing I noticed about this email is that it uses too many explanatory adjectives:
“Meticulously designed” with “precise craftsmanship” and “carefully selected fabrics.”
Explanatory adjectives weaken your writing. Anyone can say these things about their products, yet what will differentiate you is when you show how your products are actually made.
I talk about this in more detail in this article.
Greyson – Fashion Welcome Email Example 6
What stands out about this email?
As soon as I open the email, I’m shown a discount code.
And that’s the way it should be, especially if that’s the incentive you offer in exchange for an email address.
90% of subscribers will be there to claim the discount and start shopping.
Don’t add friction by making the reader scroll or, even worse, hide the discount in a flurry of text.
If your goal is to convert > 10% subscribers from your welcome sequence, this is an example of a good first welcome email.
Read my full analysis of this welcome email here or watch a video breakdown below:
Bleusalt – Fashion Welcome Email Example 7
What stands out about this email?
The problem with some emails is that there’s too much going on. Here, it’s the opposite. It just feels a bit transactional. “Download the app, buy, and we’ll give you a free scarf” isn’t the best way to start a relationship with a customer.
I understand what this email is trying to achieve, but I just think it would spark more interest if they introduced the brand more.
WOUF – Fashion Welcome Email Example 8
What stands out about this email?
I like the layout of this email.
Image
Headline
Copy
CTA
That’s a pretty effective format. I would just make the headline pop a bit more and make it curiosity-driven.
Communicating your brand mission is also a great idea. Remember, many brands offer similar products to you. What makes you stand out is your mission, story, heritage, and craftsmanship.
Berluti – Fashion Welcome Email Example 9
What stands out about this email?
I’m not going to lie, this email made me chuckle. “Get ready to embark on a remarkable journey” feels very cheesy. I suspect only ChatGPT achieves this level of cheese.
The product (shoe) looks fantastic, but the image is too large. It would tell a deeper story if it was worn by some fashionable European (preferably walking on the streets of Paris).
Two separate calls to action are also confusing. A confused reader will bounce!
Ann Demeulemeester – Fashion Welcome Email Example 10
What stands out about this email?
The double CTA problem is prevalent here as well.
Your welcome email (or any email) should always aim to achieve one goal. Is it to convert a customer? Or increase your account sign-ups? It’s up to you to decide.
David Ogilvy, in his book “Ogilvy on Advertising,” mentions that ads on a black background and a white font are difficult to read. It probably applies to emails as well.
Other than that, the email stands out thanks to the aesthetics and brand story.
Gorski – Fashion Welcome Email Example 11
What stands out about this email?
On paper, this welcome email ticks the boxes. But that’s the problem; it feels like a template. I could copy and paste the text to any e-commerce brand and call it a welcome email.
95% of people who sign up to your list are not ready to buy. You need to convince them why your brand and products are worth it. Your email needs to be persuasive without being overly salesy. That’s the sweet spot.
Oliver Sweeney – Fashion Welcome Email Example 12
What stands out about this email?
I like that the email feels like a personal letter from the CEO. Notice how it mentions what to expect over the next few days, and not the robotic “You’ll receive our latest news” (even though it does say that as well).
I just wish they doubled down on the format and made it a 100% plain-text email from the founder. Imagine the reader subscribing to your list and expecting just another welcome email. Instead, they receive this and go, “Wow, this is something different.”
Nina Ricci – Fashion Welcome Email Example 13
What stands out about this email?
If you have two product categories, you can easily create two welcome emails and cater to the reader’s interest. Instead of saying “discover fashion” and “discover fragrance” in one email, you could collect this data from your sign-up form already.
Starting your email with “Hey {First name}” isn’t personalization. Context and relevance are personalization.
Manière De Voir – Fashion Welcome Email Example 14
What stands out about this email?
I don’t know if you’ve noticed yet, but every other fashion brand mentions that their products are “made to last.”
It’s like selling a fitness program and promising someone to “lose weight.”
The truth is, your audience has heard it a million times. Market sophistication is a real thing. You need to find a new angle to stand out.
One thing I like about this email is that they get the “show” vs “tell” concept.
Saying “our products are made to fit” is telling.
Saying “we review every measurement on a garment” is showing.
Do more showing, less telling.
SageBrown – Fashion Welcome Email Example 15
What stands out about this email?
Not to sound like a broken record, but this is another example of a copy-paste email. It doesn’t mention anything unique about the brand that would compel me to buy. It’s a missed opportunity, especially if you’re selling products made from leather.
I’m not a fan of including social media links either. I just think it’s an unnecessary space-filler.
French Connection – Fashion Welcome Email Example 16
What stands out about this email?
Yet another example of a transactional email.
“Here’s 15% off.”
“Now go buy…”
*smirks in corporate*
Starting the relationship like this will burn out your list…
Eventually, you won’t land a sale unless you bribe your customers with a discount.
Instead:
Introduce your brand mission
Showcase your best-sellers
Tell them what to expect moving forward (not product updates)
Showing some personality will go a long way.
Son de Flor – Fashion Welcome Email Example 17
What stands out about this email?
There’s so much going on in this email.
Right off the bat, it lets me know I’ve just entered a gift voucher giveaway (which is a pretty cool idea to test instead of a discount).
If I place my first order, I receive another gift.
Then, I also have a discount code for my first purchase.
I feel flabbergasted.
But no, seriously, you don’t need to offer that many incentives (unless you want to completely mess up your profitability).
I think this email should be divided into two emails:
Email 1: Announces the giveaway and gets you on the website to shop.
Email 2: Introduces the brand story.
At the moment, it’s overwhelming and too much effort for me to read.
King & Tuckfield – Fashion Welcome Email Example 18
What stands out about this email?
If you’ve made it this far, you already know what I will say – copy-paste email!
I don’t think many consumers will read this email and go, “Ohh, a £195 polo, let me cop this.”
When I go on the brand’s website, they actually talk about the craftsmanship and say that their products are made from a signature merino wool.
I just wish they did more of that in the email, which would justify the high price point.
Sellier – Fashion Welcome Email Example 19
What stands out about this email?
Introducing product categories visually is smart and will lead to a higher click rate.
However, I just think this welcome email is too generic to convert anyone besides discount seekers.
Tocco Toscano – Fashion Welcome Email Example 20
What stands out about this email?
The colorful background makes this email difficult to read. Lighter backgrounds on dark fonts are always easier to read than the other way around.
Overall, it just lacks content – story, mission statement, products, etc.
Not enough to convert the unconverted leads.
Finery London – Fashion Welcome Email Example 21
What stands out about this email?
Besides the corporate look, the main issue with this email is that it isn’t optimized for clicks.
There’s one small “shop now” button, and the product categories are hidden. The icons about email-only discounts and early access state the obvious. I’m sure it would achieve higher click rates just by getting rid of the icons and increasing the size of the product categories.
SKKN by Kim – Fashion Welcome Email Example 22
What stands out about this email?
This is a solid welcome email. The discount code and call-to-action button are highlighted right away, which alone makes the email stand out.
If anything, I’d add a curiosity-provoking headline after the image. At the moment, the brand mission text is a bit hidden.
Breaking down product categories is an effective way to increase click rates.
Vestirsi – Fashion Welcome Email Example 23
What stands out about this email?
There’s a bit too much going on here. I would have preferred they had ended the email after the testimonial and introduced the story in depth in the following email. Showcasing the bag alongside social proof would have been effective.
Inviting people to follow on social media is a bit unnecessary. It just drives the reader away from the main goal, and that is to convert them.
Spoke – Fashion Welcome Email Example 24
What stands out about this email?
I like almost everything about this welcome email. It introduces key products, highlights the discount code, and has links throughout.
One thing I would change is the first image — you need to show what type of people wear your products, not just the item itself. People hold a certain image of who they want to be, and if your product helps them get closer to that ideal, it sparks desire.
Jennifer Fisher – Fashion Welcome Email Example 25
What stands out about this email?
What I really like about this email is the personal founder message. However, there’s one glaring issue with this email:
There are no CTAs!
The reader can only click through to the website if they scroll down to the product categories. That’s too much effort already.
If you’re gonna have a text-heavy email, you need to add links throughout the text and direct the user to your website.
Adding an enticing headline would also increase the chances of the founder story being read.
6 Tips for Fashion Brands To Craft Engaging Welcome Emails
Showcase the discount code
The biggest mistake fashion brands make with welcome emails is adding unnecessary friction. If you promise a discount code for those who subscribe, 95% of people who open your email are there to redeem it.
Don’t hide the discount code – make it easy to find and direct users back to your website.
Introduce your brand mission
E-commerce CMO Chris Orzechowski emphasizes the importance of brand storytelling in his book “The Moat: How to Build a Durable, Profitable E-Commerce Brand that can Last Forever.”
Your job as an e-commerce brand is to convince your customers to go through the inconvenience of buying from you rather than your competitors.
Telling your brand’s founding story and mission is one the best ways to do it. You signal to your customers that there’s a reason your brand exists behind the sole purpose of making money.
Showcase your front-end product
Think of it this way:
Front-end products are your best-selling products. These items will most likely land you a sale (which is the sole purpose of your welcome sequence).
Selling a front-end product positions you to cross-sell other products to the customer down the line.
Your subscriber might convert by buying a shirt. Six weeks later, they buy a tie. A couple of months later, they order a pair of dress shoes.
Identify your front-end product and focus on selling it across your welcome sequence.
Use personalization
I’m not talking about including a first name at the beginning of your welcome email. True personalization means relevancy.
One of the best ways to personalize your welcome email is to collect first-party data. If you’re a fashion brand, in your sign-up form, you can ask which products the user is most interested in. You can then craft a highly personalized welcome email based on their answer. For example, you could showcase best-selling dresses to users who said they’re interested in womenswear.
Show, don’t tell
Luxury fashion brands often rely on superlatives and explanatory adjectives to describe their products. A leather goods company, for example, might claim its bags are “meticulously crafted using carefully selected premium materials.” But these phrases are overused and carry little weight.
Any brand can call its products “incredible” or “crafted with immense attention to detail.”
But not every brand can say their products are handcrafted in Italian workshops from sturdy, vegetable-tanned leather.
Make shopping easy
An effective way to increase welcome email click rates is to make it easy to browse. You can do this by adding links to your product categories in the header or footer of the email.
I’ve tested this many times on my clients, and it almost always leads to more clicks.
Create a sequence, not an email
Perhaps the biggest mistake of all is only having one welcome email. This is super common among fashion brands, and it will guarantee money left on the table.
Just think about it:
The average customer requires 8 touchpoints with a brand before they’re ready to buy.
Now, let’s assume:
They click on your Meta ad.
Sign up to your email list.
Receive a welcome email.
That’s only 3 touchpoints.
No wonder they don’t convert because they’re not ready to buy.
Once someone signs up to your email list, there’s about a 10-14 day window for you to convert them into a customer.
If you don’t, it will become increasingly difficult to do so in the future.
That’s why I recommend fashion brands to craft welcome email sequences that consist of at least 5-6 emails.
