---
title: "Modelos de Sequencia de Email de Boas-Vindas para Shopify"
description: "Templates de sequencia de email de boas-vindas para Shopify. Copie e personalize para engajar novos assinantes."
url: https://easyappsecom.com/pt/guides/shopify-welcome-email-sequence-templates.html
lang: pt
date: 2026-04-07
---

# Shopify Email de Boas-Vindas Sequence: 5 Modelos That Convert (2026)

Por Jack Smith

·

Atualizado em March 19, 2026

·

24 min de leitura

**TL;DR:** Welcome emails generate 320% more receita per email than other promotional emails. A 5-email welcome sequence converts 25-40% of new subscribers into first-time buyers. This guide provides complete copy-paste templates with subject lines, preview text, full body copy, timing, and testes A/B strategies for each email in the sequence. Capture subscribers with [EA Roleta de Premios](https://easyappsecom.com/pt/guides/shopify-spin-wheel-popup-guide.html), then convert them with these templates.

## Por Que Welcome Sequences Outperform Single Emails

Most Shopify lojas send a single welcome email and leave 60-75% of new subscriber receita on the table. Research across 10,000+ Shopify lojas shows that a structured 5-email welcome sequence generates 3.2x more receita per subscriber than a standalone welcome email. The reason is simple: new subscribers have the highest intent during their first 10 days. After that window closes, engagement drops by 50% and never recovers.

Welcome sequences work because they move subscribers through a psychological journey: from curiosity (Email 1) to confianca (Emails 2-3) to confidence (Email 4) to action (Email 5). Each email reduces a specific purchase barrier — unfamiliarity, skepticism, uncertainty, and procrastination — until buying feels like the natural next step.

The data backs this up. Shopify lojas with 5-email welcome sequences see a 25-40% first-purchase taxa de conversao from email subscribers, compared to 8-12% for lojas with a single welcome email. Welcome emails also have the highest open rates of any automated email type (50-65%), so your templates will be seen by the majority of your list.

Here is the complete 5-email welcome sequence with full copy templates you can customize and deploy today.

## Email 1: The Welcome + Desconto Delivery (Send Immediately)

Email 1 is the most critical email you will ever send. It has the highest open rate (55-65%), the highest click rate (12-18%), and sets the tone for your entire cliente relationship. If you promised a [desconto code](https://easyappsecom.com/pt/guides/shopify-discount-code-strategy.html) during signup — whether through a roleta de premios, pop-up, or checkout opt-in — this email must deliver it instantly. Delayed desconto delivery reduces redemption rates by 40%.

**Timing:** Send immediately upon signup (within 60 seconds). Use your email platform's automation trigger, not a scheduled send.

> **Subject line:** Welcome to {{brand_name}}! Here is your {{desconto_amount}} off
>
> **Preview text:** Your exclusive desconto code is inside. Plus, see what makes us different.
>
> ---
>
> Hi {{first_name}},
>
> Welcome to the {{brand_name}} family! We are so glad you are here.
>
> As promised, here is your exclusive welcome desconto:
>
> **Code: {{desconto_code}}** {{desconto_amount}} off your first order
>
> Naot sure where to start? Here are our most popular picks:
>
> [PRODUCT IMAGE BLOCK: 3 bestsellers with prices and "Shop Naow" buttons]
>
> Your code expires in {{expiry_days}} days, so do not wait too long.
>
> Happy shopping, The {{brand_name}} Team
>
> P.S. Reply to this email anytime — a real person reads every message.

**A/B test ideas for Email 1:**

- **Subject line A:** "Welcome to {{brand_name}}! Here is your {{desconto_amount}} off" vs. **Subject line B:** "Your {{desconto_amount}} desconto code is ready, {{first_name}}"
- **Desconto display:** Code in a styled box vs. code as plain text (styled boxes increase code usage by 15%)
- **Product recommendations:** Melhoressellers vs. new arrivals vs. category-based (matched to signup source)
- **Expiry window:** 48 hours vs. 7 days vs. 14 days (shorter windows drive faster conversao but lower overall redemption)

## Email 2: The Brand Story (Send at 24-48 Hours)

Email 2 builds emotional connection. Most subscribers who did not buy from Email 1 need a reason to confianca your brand before spending money. This email humanizes your loja by sharing your origin story, mission, or the problem you solve. Shopify lojas that include a brand story email in their welcome sequence see 18% higher lifetime value from those subscribers.

**Timing:** 24 hours after signup if they have not purchased. 48 hours if they opened but did not click Email 1.

> **Subject line:** The story behind {{brand_name}} (and why it matters to you)
>
> **Preview text:** We started with a simple idea: {{one_line_mission}}. Here is how it became {{brand_name}}.
>
> ---
>
> Hi {{first_name}},
>
> Before you shop, we wanted to share something personal — why {{brand_name}} exists.
>
> [FOUNDER PHOTO or BRAND IMAGE]
>
> {{brand_name}} started because {{origin_story_1_paragraph}}.
>
> We believe {{core_belief_statement}}. That is why every product we make {{key_differentiator}}.
>
> **What makes us different:**
>
> - {{differentiator_1}} — e.g., "Every product is tested for 6 months before launch"
> - {{differentiator_2}} — e.g., "We source only from certified sustainable suppliers"
> - {{differentiator_3}} — e.g., "Gratis returns within 60 days, no questions asked"
>
> We are not the biggest brand, but we are the most passionate about {{niche_topic}}. And with {{cliente_count}}+ happy clientes, we think you will see why.
>
> [CTA BUTTON: "Explore Our Collection"]
>
> Thanks for being part of this, {{founder_name}}, Founder of {{brand_name}}
>
> P.S. Still have your {{desconto_amount}} desconto! Code: {{desconto_code}}

**A/B test ideas for Email 2:**

- **Sender name:** "{{brand_name}}" vs. "{{founder_name}} from {{brand_name}}" (founder name increases open rates by 8-12%)
- **Content format:** Text-heavy story vs. image-rich timeline vs. short video embed
- **CTA:** "Explore Our Collection" vs. "See Por Que {{cliente_count}}+ Clientes Love Us" vs. "Shop Our Melhoressellers"

## Email 3: Prova Social + Melhoressellers (Send at Day 3-4)

Email 3 addresses the biggest barrier to first purchase: "Is this product actually good?" Social proof — reviews, testimonials, press mentions, and user-generated content — reduces perceived risk and builds confidence. Emails featuring cliente reviews have 32% higher click-through rates than those without.

**Timing:** Day 3 if they opened Email 2. Day 4 if they did not open Email 2.

> **Subject line:** {{cliente_count}}+ clientes love these (see why)
>
> **Preview text:** Our most-reviewed products and what real clientes are saying about them.
>
> ---
>
> Hi {{first_name}},
>
> Do not just take our word for it — here is what {{brand_name}} clientes are saying:
>
> "{{review_1_text}}" — {{review_1_name}}, verified buyer
>
> "{{review_2_text}}" — {{review_2_name}}, verified buyer
>
> "{{review_3_text}}" — {{review_3_name}}, verified buyer
>
> **Our most-loved products:**
>
> [PRODUCT BLOCK: Melhores 3 products with star ratings, review counts, prices, and "Shop Naow" buttons]
>
> {{product_1_name}} — {{product_1_rating}} stars ({{product_1_review_count}} reviews) {{product_2_name}} — {{product_2_rating}} stars ({{product_2_review_count}} reviews) {{product_3_name}} — {{product_3_rating}} stars ({{product_3_review_count}} reviews)
>
> Your {{desconto_amount}} welcome desconto is still active. Use code **{{desconto_code}}** at checkout.
>
> [CTA BUTTON: "Shop Our Melhoressellers"]
>
> Cheers, The {{brand_name}} Team

**A/B test ideas for Email 3:**

- **Avaliacao format:** Text-only reviews vs. reviews with cliente photos vs. video testimonials
- **Subject line A:** "{{cliente_count}}+ clientes love these" vs. **Subject line B:** "Our #1 rated product (4.9 stars)" vs. **Subject line C:** "What {{first_name}} should try first"
- **Number of products:** 3 bestsellers vs. 6 bestsellers vs. 1 hero product (focused)

## Email 4: Educational Value (Send at Day 6-7)

Email 4 shifts from selling to helping. By providing genuinely useful content — styling tips, usage guides, comparison resources — you position your brand as an authority and keep subscribers engaged even if they are not ready to buy. Educational emails have 23% higher open rates than purely promotional ones and build the confianca that drives future purchases.

**Timing:** Day 6 if they have been engaging. Day 7 if engagement has been lower.

> **Subject line:** {{educational_topic_title}} (quick guide)
>
> **Preview text:** {{educational_preview}} — plus a few tips most people miss.
>
> ---
>
> Hi {{first_name}},
>
> We get asked about {{topic}} all the time, so we put together a quick guide to help.
>
> **{{guide_title}}**
>
> **1. {{tip_1_headline}}** {{tip_1_body}} — 2-3 sentences of actionable advice.
>
> **2. {{tip_2_headline}}** {{tip_2_body}} — 2-3 sentences of actionable advice.
>
> **3. {{tip_3_headline}}** {{tip_3_body}} — 2-3 sentences of actionable advice.
>
> **4. {{tip_4_headline}}** {{tip_4_body}} — 2-3 sentences of actionable advice.
>
> **5. {{tip_5_headline}}** {{tip_5_body}} — 2-3 sentences of actionable advice.
>
> Want to put these tips into action? Here are the products our team recommends:
>
> [PRODUCT BLOCK: 2-3 products related to the educational content]
>
> [CTA BUTTON: "Read the Full Guia" or "Shop the Picks"]
>
> To your success, The {{brand_name}} Team
>
> P.S. Your {{desconto_amount}} welcome code ({{desconto_code}}) expires in {{remaining_days}} days!

**A/B test ideas for Email 4:**

- **Content type:** How-to guide vs. "X mistakes to avoid" vs. comparison/buying guide
- **Format:** Text email vs. infographic vs. link to blog post
- **Product tie-in:** Products embedded in email vs. separate section at bottom vs. no products (pure value)

## Email 5: Final Urgency + Desconto Reminder (Send at Day 9-10)

Email 5 is your last shot. This email creates urgency around the expiring desconto code and gives subscribers a final compelling reason to buy. Final-chance emails with real deadlines convert 35% of remaining non-purchasers when executed well. The key is genuine urgency — the code must actually expire.

**Timing:** Day 9-10, timed so the desconto expires 24-48 hours after this email arrives.

> **Subject line:** Last chance: your {{desconto_amount}} expires tomorrow
>
> **Preview text:** We do not want you to miss out. Your welcome desconto ends in {{hours_remaining}} hours.
>
> ---
>
> Hi {{first_name}},
>
> This is a friendly heads up — your exclusive welcome desconto expires tomorrow.
>
> **{{desconto_amount}} OFF — Code: {{desconto_code}}** Expires: {{expiry_date}} at midnight
>
> Here is a quick recap of why {{cliente_count}}+ clientes chose {{brand_name}}:
>
> - {{benefit_1}} — e.g., "Gratis shipping on all orders over $50"
> - {{benefit_2}} — e.g., "60-day hassle-free returns"
> - {{benefit_3}} — e.g., "4.8 average star rating across all products"
> - {{benefit_4}} — e.g., "Handmade with premium materials"
>
> **Naot sure what to get?** Here are our top 3 for first-time buyers:
>
> [PRODUCT BLOCK: 3 entry-level or bestselling products with prices showing desconto applied]
>
> [CTA BUTTON: "Use My Desconto Before It Expires"]
>
> After tomorrow, this code will no longer work. We would hate for you to miss out.
>
> All the best, The {{brand_name}} Team
>
> P.S. Have questions? Just reply to this email. We are here to help you find the perfect product.

**A/B test ideas for Email 5:**

- **Subject line A:** "Last chance: your {{desconto_amount}} expires tomorrow" vs. **Subject line B:** "{{first_name}}, we do not want you to miss this" vs. **Subject line C:** "Your welcome gift expires in {{hours_remaining}} hours"
- **Urgency element:** Countdown timer (dynamic) vs. static expiry date vs. "only X codes remaining"
- **Final CTA:** Single button vs. two buttons (one for bestsellers, one for new arrivals)

## Personalization Variables Reference

Personalization is the single biggest lever for welcome email performance. Emails with personalized subject lines have 26% higher open rates, and personalized body content increases click-through rates by 14%. Here is a complete reference of variables to use across your welcome sequence.

| Variable | Source | Exemplo | Where to Use |
| --- | --- | --- | --- |
| {{first_name}} | Signup form | "Sarah" | Subject line, greeting, body |
| {{desconto_code}} | Auto-generated | "WELCOME15" | Emails 1, 2, 3, 5 |
| {{desconto_amount}} | Cupom settings | "15%" | Subject lines, body |
| {{brand_name}} | Loja settings | "Bloom & Co" | All emails |
| {{expiry_date}} | Calculated | "March 29" | Emails 1, 5 |
| {{signup_source}} | Form tracking | "roleta de premios" | Email 1 (reference how they signed up) |
| {{recommended_products}} | Browsing history | Dynamic block | Emails 1, 3, 5 |
| {{cliente_count}} | Loja data | "12,000" | Emails 3, 5 |
| {{founder_name}} | Static | "Alex" | Email 2 |
| {{location_city}} | IP geolocation | "Austin" | Subject line, shipping info |

**Pro tip:** If you capture subscribers via the [EA Pop-up de Email and Roleta de Premios](https://easyappsecom.com/pt/apps/spin-wheel-email-popup.html), you already have their name, email, and the specific prize they won. Reference the roleta de premios result in Email 1 ("Congrats on spinning {{desconto_amount}} off!") for a personalized experience that increases desconto redemption by 22%.

## Testes A/B Estrategias for Welcome Sequences

Do not test everything at once. Follow this priority order, testing one element per email for 2-4 weeks before moving to the next.

| Priority | What to Test | Expected Impact | Minimum Sample Size |
| --- | --- | --- | --- |
| 1 | Email 1 subject line | +10-25% open rate | 500 subscribers |
| 2 | Email 5 urgency messaging | +15-30% conversao | 500 subscribers |
| 3 | Email 3 prova social format | +8-15% click rate | 1,000 subscribers |
| 4 | Email 2 sender name | +5-12% open rate | 500 subscribers |
| 5 | Desconto amount (10% vs. 15%) | Variable (test margin impact) | 2,000 subscribers |
| 6 | Sequence timing (compress vs. extend) | +5-10% overall conversao | 2,000 subscribers |

**Testing rules:** Run each test for a minimum of 14 days or 500 subscribers (whichever comes later). Use a 95% confidence threshold before declaring a winner. Only change one variable per test. Document every test result — even losers — so you build institutional knowledge about what your audience responds to.

## Metricas and Benchmarks to Track

**Key Benchmarks:** Shopify welcome email sequences should target 50-60% open rate on Email 1, 35-45% on Emails 2-4, and 40-50% on Email 5 (urgency boost). Overall sequence conversao (subscriber to first purchase within 14 days) should be 25-40% for desconto-incentivized signups and 10-20% for content-only signups.

| Metric | Email 1 | Email 2 | Email 3 | Email 4 | Email 5 |
| --- | --- | --- | --- | --- | --- |
| Open rate | 55-65% | 38-48% | 35-45% | 35-42% | 40-50% |
| Click rate | 12-18% | 5-9% | 8-14% | 6-10% | 10-16% |
| Conversao rate | 8-15% | 3-6% | 4-8% | 2-5% | 5-12% |
| Unsubscribe rate | <0.5% | <0.3% | <0.3% | <0.3% | <0.5% |
| Receita per email | $0.80-$2.00 | $0.20-$0.60 | $0.40-$1.00 | $0.15-$0.40 | $0.50-$1.50 |

**Red flags to watch for:** If Email 1 open rate is below 40%, your subject line or sender name needs work. If click rates are below 5% on any email, your CTA or product selection is not resonating. If unsubscribe rates exceed 1% on any email, you are sending too frequently or the content feels too pushy. If Email 5 conversao is below 3%, your urgency is not compelling or the desconto is too small.

**Receita attribution:** Track receita per email using UTM parameters (utm_source=email, utm_medium=welcome_sequence, utm_campaign=email_1) and unique desconto codes per email. This tells you exactly which email in the sequence drives the most purchases and where to focus otimizacao efforts.

Use [EA Auto Gratis Gift and Barra de Recompensas](https://easyappsecom.com/pt/apps/rewards-bar.html) alongside your welcome sequence to display the subscriber's desconto on every page they visit, creating visual reinforcement that increases code redemption by 30-45%.

## Perguntas Frequentes

### How many emails should a Shopify welcome sequence have?

A Shopify welcome sequence should have 4-6 emails sent over 10-14 days. The optimal structure is: immediate welcome with desconto, brand story on day 2, prova social on day 4, educational content on day 7, and a final urgency email on day 10. Lojas with 5-email welcome sequences see 25-40% higher first-purchase conversao than those with a single welcome email.

### O que e a good open rate for welcome emails?

A good open rate for Shopify welcome emails is 50-60%. The first email in a welcome sequence typically achieves 55-65% open rates — the highest of any automated email. If your welcome email open rate is below 40%, test your subject line, sender name, and send timing. Using the subscriber's first name in the subject line can boost open rates by 10-15%.

### Should welcome emails include a desconto code?

Sim, welcome emails with desconto codes convert 2-3x better than those without. The most effective desconto is 10-15% off the first order. If you promised a desconto in your [pop-up or signup form](https://easyappsecom.com/pt/guides/shopify-spin-wheel-popup-guide.html) (such as a roleta de premios prize), the welcome email must deliver it immediately. Lojas that delay desconto delivery see 40% lower redemption rates.

### When should I send each email in the welcome sequence?

Send Email 1 immediately after signup, Email 2 at 24-48 hours, Email 3 at 3-4 days, Email 4 at 6-7 days, and Email 5 at 9-10 days. This spacing gives subscribers time to engage with each message without feeling overwhelmed. If a subscriber makes a purchase at any point, move them out of the welcome flow and into a post-purchase sequence.

### How do I personalize welcome emails for Shopify?

Personalize welcome emails using subscriber data: first name, signup source (pop-up, checkout, footer), browsing history, and location. Use dynamic content blocks to show products relevant to the pages they visited. Klaviyo, Omnisend, and Mailchimp all support Shopify merge tags like {{first_name}}, {{recommended_products}}, and {{desconto_code}}.

## Capture More Email Subscribers with a Roleta de Premios

The EA Pop-up de Email and Roleta de Premios captures email subscribers with a gamified pop-up that achieves 15-20% opt-in rates — giving your welcome sequence more subscribers to convert.

[Install EA Roleta de Premios Gratis](https://apps.shopify.com/spin-wheel-email-popup-sms-discount)