How can I create a Welcome Email automation ?

Using our new UI? You might want to check this help article instead.


It's nice to be nice! And what could be nicer than welcoming your new subscribers to your mailing list? It's a great opportunity to show how much you care for them by giving some important insight on your business, by offering a discount for their first purchase, or by guiding them towards interesting things on your site. Don't forget that welcome emails get some of the highest click-through rates so make sure you add a catchy call-to-action.

After connecting your Moosend account to your site and allowing our platform to identify your customers when they visit it, you'll be ready to start setting your range of automations.

Take a few seconds to first familiarize yourself with the options available on your Automation page. Below we'll be explaining each step of the process so that you see for yourself how easy it is to create a Welcome Email or any other type of automation you come up with:

Α. Setting up the proper trigger

1. Click on the Select your trigger area.

The "Select a Trigger" pop-up window appears, showcasing the available triggers.

2. Select the List Engagement option from the drop-down menu, located on the top of the "Select a Trigger" pop-up window.

All available triggers are displayed on the "Select a Trigger" window by default, so filtering the different types of triggers showcased helps you make a quicker choice by focusing on what is relevant to the occasion. Right now we are looking for triggers that occur when someone engages with one of your member lists:

3. Choose the When someone subscribes to any list option.

The window that appears begs the question: "Do you want this trigger to only trigger once?" to which you can answer either Yes or No.

4. Select the Yes - Trigger only on the first subscription option from the drop-down menu.

This is the best option for this type of automation since you want to welcome your new subscribers the first time they subscribe to one of your lists!

5. Click on the Save button.

B. Sending an email to your new subscribers

1. Click on the + symbol below your starting trigger.

A pop-up appears with two tabs, the Conditional / Control Steps tab and the Actions tab. You'll find yourself at the Conditional / Control Steps tab by default.

2. Click on the Actions tab.

3. Click on the Then send email campaign option.

4. Fill in the Subject of the email you're going to send.

Make sure it's something friendly and welcoming. This is the subject that your new subscribers will be seeing in their inbox and you want to make an excellent first impression!

5. Choose the Sender of the email from the drop-down menu. 

6. Choose the campaign content. You have four options where your campaign content is concerned.


i. Creating a simple campaign content

The first option is to create a simple HTML message for your automation from within the Then send email campaign window, when you are in the Create New Content tab (the default option). Create your simple HTML message, then click on the Save button.

ii. Fetching the content from an existing campaign

The second option is to fetch the content from an existing campaign.

1. To use content from an existing campaign, click on the Content From Campaign tab, then click on the Fetch a campaign's content button.

2. Next, use the drop-down list to select the campaign whose content you wish to use, whether it be a campaign that has already been sent out, or just a draft campaign.

Once you have selected your campaign, click on the Import button to use its content in your automation campaign. After the import process is completed, the HTML content of the campaign you selected will be imported to your automation campaign.


iii. Creating a campaign from scratch

1. You may also create a new campaign from scratch for your automation! To do this, click the Content From Campaign tab once more, then click on the Use the Campaigns Designer button.
Clicking on this button takes you to our beloved Moosend Campaign Editor, where you can create a whole new design !

2. Once you are happy with your design, clicking on the Update Campaign and Continue button will automatically take you back to your automation, allowing you to seamlessly continue with designing it!

iv. Importing HTML content from an external source

1. To import your own HTML from an external source, click on the Content from Campaign tab.

2. Then, click on the Campaigns Wizard link at the bottom left of the window, which will take you to the Campaign wizard where you can follow the steps to import your desired HTML content,  just as you would do with a regular campaign.



7. Select the maximum number of emails sent by this action, per day, from the drop-down menu.

The available options which refer to each subscriber are:

  • Unlimited
  • Up to 1 email per day from this step 
  • Up to 2 emails per day from this step
  • Up to 3 emails per day from this step
  • Up to 4 emails per day from this step
  • Up to 5 emails per day from this step

8. Click on the Save button.


C. Giving your subscribers time to open it

You just created a simple welcome email that gets sent as soon as someone subscribes to one of your mailing lists. Why stop there? Using the available conditions you can expand your automation flow by adding more cool steps. But first you need to give your subscribers some time to open your welcome email, and then check to see if they did open it before you react accordingly.

1. Click on the + symbol below your action.

2. Click on the Wait a specific time interval option.

3. Click on the Wait For A Time Interval tab (this is the default option), fill in the time duration you want to wait until the next step in your automation takes place, and then select the measurement of time you want to use from the ones available in the drop-down menu. 


Your options are:

  • minutes
  • hours
  • days

4. Click the Save button to add the time interval to your workflow.


5. To wait for a specific date, click on the Wait For A Specific Date tab.

6. Use the Select Hour, Select Minute and Timezone drop-downs to specify the exact time, and timezone, for the next step in your workflow.

7. Toggle the
Day option to the right, if you wish to specify a specific day, or days, for the next step to occur, at the time that you already specified.

Your options are:

  • Sunday
  • Monday
  • Tuesday
  • Wednesday
  • Thursday
  • Friday
  • Saturday

Check the box next to a day in order to select it. You may select as many of the days of the week as you like! Note that if you don't enable this option, all days will be considered.

8.  If you wish the step to repeat on a specific day each month, toggle the Date option to the right, and then use the drop-down menu to select the day, from the 1st to the 31st of every month, that you wish the step to be repeated on.

Note that if you don't enable this option, all days will be considered.

9. Click on the Save button to add the specific date/time you specified to your workflow.

D. Checking to see who opened your email

Now that your subscribers have had adequate time to open your welcome email, let's split them up, based on whether they opened it or not.

1. Click on the + symbol below your Control Step.

The pop-up window with the Conditional / Control Steps tab and the Actions tab appears.

2. Click on the Filter (If condition / Else) option.

3. Choose the mailing list to which this set of filters will apply to, from the drop-down list.

4. Click on the Add a condition button.

5. Select the
Specific Campaign Opened option from the first drop-down menu.

The first drop-down menu contains a list of criteria that can be used to filter your automation. For the purposes of your welcome email automation we need to figure out whether each new subscriber opened the welcome email you sent to them or not, so the Specific Campaign Opened criterion is the ideal choice here.

6. Select the is option from the second drop-down menu.

7. Select the name of your welcome email campaign from the third drop-down menu.

This should be the produced (Automation) campaign of the send email step we created in the previous steps above. 

Our filter is now ready: your subscribers received a welcome email and had a few days at their disposal to open it. The filter you just created separates the ones who did open it during this time, from the ones who didn't.  

8. Click on the Save button.

E. Tagging the ones who opened it

Your filter separates your new subscribers, based on whether they opened your welcome email during the first few days after receiving it, in two sections: under Yes you'll find the people who did open it, we'll have a Custom Field change its value to keep tabs on them. Under No will be those who did not open your welcome email, we'll follow-up on those by sending them a second email.

1. Click on the + symbol below the Yes condition.

2. Choose the Actions tab.

3. Click on the middle gray dot to move to the second page of available Actions.

4. Click on the Then set custom field value option.

5. Choose the Custom Field that you want to update from the drop-down menu.

If you don't have a readily available custom field for this purpose, you can always create a new custom field. Don't forget, your Moosend account allows you to have as many custom fields as you need!

6. Fill in a Custom Value field with the value that you want.

The custom field that you selected in the field above will be updated to the value that you set here. Since we're focusing on the new subscribers who opened your welcome email, why not put a tag on them to show that they are responsive to your emails?


7. Use the third drop-down menu to specify whether you desire the creation of a new member.

You have three options:

  • Yes - Create the member if it does not exist
  • Yes - Create the member if it does not exist as verified, I have consent from an external source
  • No - Do not create a new member

8. Click on the Save button.

Keep in mind that if you want to choose another action instead you can always click on Action List button to go back and check your other options.

F. Sending a follow-up to the ones who didn't

Let's send a second email to those new subscribers who weren't interested in opening your welcome email. It's always worth nudging them!

1. Click on the + symbol below the No condition.

2. Choose the Actions tab.

3. Click on the Then send email campaign option.

4. Fill in the Subject of the email you're going to send.

The subject of your welcome email didn't entice them enough. Consider trying something different this time!

5. Choose the Sender of the email from the drop-down menu.

6. Choose the campaign content, using one the many campaign content creation options available to you!

7.  Set the number of emails sent by this action per day to Up to 1 email per day from this step.

8. Click on the Save button. 

Keep in mind that if you want to choose another action instead of sending them a new email, you can always click on the Action List button to go back and check your other options.

9. Toggle the Inactive / Active button, to activate your automation. 

You just went a few steps further than a simple welcome email automation. You can always add more steps or do things differently if you feel like it! For instance you could've chosen to send a discount using a coupon code, as a thank you to the people who just subscribed to your newsletters. The Welcome Email automation is readily available along with numerous other automation Recipes, to serve as an inspiration and a starting point for your own automation designs.