When are welcome letters triggered?

Welcome letters allow you to send a specific email template to new subscribers who join your list.

This article outlines when welcome letters are triggered, and when they are not, so that you can set up your flows correctly. If you have questions about how to set up welcome letters, contact our support team.

Welcome letters are sent…

• When a subscriber confirms their subscription through the opt-in email sent by Letterhead, a welcome letter is sent.

NOTE: Welcome letters are not sent if a subscriber is imported directly into the status “Subscribed” — whether manually, through CSV upload, or through Zapier.

If you’re adding or editing a subscriber by hand on the Audience page and set their status to “Subscribed,” a Send a welcome letter checkbox appears so you can trigger it right there. Bulk CSV and Zapier imports don’t have a per-row version of this yet — for those, you’d need to add the subscriber manually to trigger their welcome letter.

How to trigger welcome letters via Zapier

1. In your Zapier action, add the contact with subscription status “Not Subscribed.”
2. Set the Opt-In field to “Yes.”
3. This combination results in the subscriber receiving an opt-in confirmation email from Letterhead.
4. Once the subscriber confirms their subscription via that email, they are automatically moved to status “Subscribed” and receive the channel’s welcome letter(s).

What if the subscriber doesn’t confirm the opt-in email?

If the subscriber doesn’t confirm the opt-in email, they remain in the “Not Subscribed” status and will not receive the welcome letter or any other emails. To engage them, consider following up manually or prompting them again to confirm their subscription.