This campaign type covers two related scenarios: welcoming a new customer after their first order, or welcoming a subscriber who has opted in to marketing. It's a great way to make a strong first impression and set the tone for an ongoing relationship with new customers.
When it triggers
This campaign can be used for:
- First-time buyers — fires when a customer places their very first order with your store
- Marketing opt-ins — fires when a customer subscribes to marketing emails (e.g., via a popup or checkout opt-in checkbox)
Use cases
- Welcome email — introduce your brand, tell your story, and set expectations
- New customer discount — reward first-time buyers with a discount on their next purchase to encourage repeat buying
- Brand onboarding — share product usage tips, your social media channels, or your loyalty program
- Subscriber welcome — deliver the lead magnet or discount promised in your opt-in form
Tip: Keep it warm and brief
Welcome emails have among the highest open rates of any email type — people expect and look for them. Use this opportunity to make a great impression, but don't overwhelm new customers with too much information. One clear message per email works best.
Filtering to first-order customers only
To ensure this email only sends to first-time buyers (and not repeat customers), use the First Order filter in the campaign settings. This ensures the campaign won't fire for customers who have placed orders before.
Timing
A short delay of 0–30 minutes after the trigger works well for welcome emails, so the message arrives while the customer's excitement about their purchase is still fresh.