The welcome email is the most important email you send as email marketers. Why? Because it’s often the first email your new subscribers and customers receive from you. Attention and consumer intent are at their highest point in the beginning and it’s your responsibility to deliver a first and lasting impression.
Whether it’s a single email or a series of messages, sending personalized welcome emails tailored to your subscribers’ interests shows you understand their needs and value their time. Delivering on your promised incentive is also crucial. But crafting these messages can be a challenge.
We’ve handpicked some of the best welcome email examples that can drive engagement and growth. From confirmation and onboarding messages to irresistible offers, we’ve got you covered.
Let’s dive in for some inspiration.
What is a Welcome Email?
Welcome email serves to introduce people into your world or transition them deeper down your funnel. Typically automated, this message is triggered by a subscriber or customer filling out a form, making a purchase, or signing up in some way to receive value from your business.
It typically includes a warm and welcoming message along with introductions to you and your team, your company’s values, instructions on what to do next, and any other information needed to move forward.
Actions That Can Trigger a Welcome Email Include :
- Subscribing to a newsletter or blog
- Making a purchase
- Logging in and setting up a profile
- Purchasing another tier of service
- Signing up for deals, special offers, or other free gifts
- Joining a training (webinar, mini-course, workshop)
- Inquiries to learn more
It’s important to know that you may need a number of different welcome emails depending on where your leads are coming from.
For example, if prospects enter your world from a Facebook ad campaign that emphasizes a specific benefit of your product, then you want that welcome message congruent with what came before it.
Otherwise, if you’re trying to use the same welcome message for that ad campaign and your blog sign up form, the messaging can be misaligned. This leaves your reader feeling confused, eroding the trust you’re trying to build.
Welcome emails deserve much more care and attention than most businesses give them.
Let’s take a look at just how important they are to your business.
Best Welcome Email Examples
1. JackThreads
Welcome offer delivered? Check. Reasons to believe in the company? Check. What to expect as a member of the mailing list? Check.
This welcome email example from JackThreads hits these three big requirements right off the bat. It’s not just about the savings–the email takes a moment to share a snippet of the company’s story and recent updates, giving subscribers a glimpse behind the scenes.
2. Lifesum
A great welcome email may be specific to those who are new users of your product or service. And what better way to welcome them than to guide them down the right path to usage.
Lifesum delivers a “Starter Kit for Success” that uses a completion bar to encourage usage through gamification. Humans love competition, even with themselves, and they particularly love to finish tasks. Using that visual can drive eager customers to finish these tasks and feel great about hitting 100%.
3. The Michael J. Fox Foundation
This well crafted welcome email exudes simplicity and professionalism. It delivers concise content and respects the reader’s time. Opening with a prominent photo and a warm “Welcome!” heading, the email extends a heartfelt greeting to new subscribers.
A brief foundation profile and personalized welcome message swiftly onboard readers, setting the stage for their journey with the brand. Leveraging images, the email effectively communicates the foundation’s dedication to Parkinson’s research and treatment advancements.
The message is crystal clear – the foundation is singularly focused on driving progress in Parkinson’s research and treatment.
4. Dirt
Simple welcome emails work well–especially when you’re a company like Dirt who is delivering news and information. The expectations are defined, the products (what’s free and what’s not free) are established, and the CTA to upgrade is there.
Of particular notice are the “housekeeping” notes around expansion into other channels like Twitter and Discord. Linking to “staff favorites” is a great way to drive more traffic and interest as well.
5. Ritual
Utilize the space of an email in your welcome series to directly address concerns potential customers might have about purchasing and using your product. This welcome email example from Ritual addresses this head-on with a direct and powerful headline.
The strong imagery and word usage in the hero drives the recipient to get started (note the offer is still highlighted) or “dive deeper.” Deeper, the email addresses the key concerns those skeptical of their product might have and invites them to learn more. The catch-all offer at the bottom is a great way to capture latent intent that’s built through the trust-building of the content.
6. PASS Program
If you have a lot of information to deliver to new subscribers, you don’t need to try to cram it all into one email. You can utilize a series of emails to spread that information out across a few days. PASS Program offers physician-assisted board certification prep courses. It’s a lot of information, so they use a series of two emails to welcome new subscribers.
Email 1: PASS Program New Subscriber Welcome
PASS Program actively builds confidence and trust through its welcome email. The email highlights reviews from program graduates and showcases its commitment to fostering deep understanding instead of memorization, setting itself apart from other programs.
Utilizing images and buttons sparingly, the email prioritizes graduate recommendations and feedback. People trust reviews and social proof more than product descriptions, which the PASS Program uses to its advantage.
Headings throughout the email convey a sense of medical mastery and empower students to develop critical thinking skills, ensuring they apply their medical knowledge effectively. Trust, confidence, and mastery are key messages in this email, highlighted by social proof and well-written content.
Email 2: PASS Program
The individualized learning experience–the unique value proposition really for PASS–is highlighted in the second email in the series. The email includes a gallery section for student testimonials that leverages social proof to highlight the program’s effectiveness and long-term benefits.
This is a great reinforcement of the brand’s commitment to innovation, versatility, and effectiveness, building upon the foundation laid in the first welcome email.
7. Big Blanket Co
You don’t need to overthink your welcome email. If you promised an offer in exchange for the email address, you better deliver. And Big Blanket Co delivers with a simple-to-use offer delivery.
The feel of the product and the brand is reinforced throughout the email. (We called these photos “lifestyle shots.”) The unique value proposition (the sheer size of these blankets) is also reinforced toward the bottom. And for those email subscribers who reach the bottom, the “Big Guarantee” is there to make you feel better about what you might be purchasing very shortly.
8. Moku
Mushroom-based jerky? Yep. The brand shines through with their strong headline. The history and the “why” are explained immediately after the offer delivery. The remainder of the email showcases product use ideas.
This welcome email example is simple, straightforward, and contains enough information and value to keep the subscriber entertained throughout. Again, no need to overthink it.
9. Rootless
Similar to the Ritual example above, Rootless addresses the big question head-on. Why?
Your welcome emails are a great place to deliver this type of content, and Rootless brings in a combination of scannability with readability that I simply love:
- The question in the big headline with simple text and an easy to find CTA
- You want to nerd out a bit? The second section brings in the science for the health nerds.
- You ready to pull the trigger? The third section has the solution and product to purchase.
- And, oh, by the way, here’s an offer.
I would not recommend using this type of email as your only welcome email. But when you have a lot to say, email is a great way to get customers the information they need to make a decision.
8 Welcome Email Templates To Get You Started
OK, we’ve shown you some excellent welcome email examples. Now, we’re going to give you some detailed templates so you can craft your own engaging welcome emails.
1. Personal thank you welcome email
When it comes to welcome emails, sometimes less is more. This template simply thanks new subscribers for joining your mailing list. The email doesn’t ask the user to take any type of action or commit to anything else. It just lets them know you’re happy to welcome them.
One way to make this email feel personal is to use a handwritten font. This gives it a human, handcrafted touch, and enhances the sense of direct communication between you and the new subscriber.
Template
Subject line: Thanks so much for subscribing to [business name]!
Preview: [I’m/we’re] really excited to welcome you!
Body content:
Hey [subscriber name],
I just wanted to say thank you for giving [me/us/this business] your support. It means so much to [me/us] and [I/we] truly appreciate it!
[I/we] look forward to what the future brings with you by [my/our] side.
[Talk soon/All the best/ Take care]
[Your name]
2. Template with Discount code
The discount code welcome message is pretty straightforward but very effective. It rewards new subscribers with a discount on your products/services.
Considering they’ve only just subscribed, many customers will be surprised by your generosity and may see it as a sign of things to come. As a result, this type of welcome email can increase customer loyalty.
If you run an online store, this type of email can be an effective part of your overall email marketing strategy. It helps nurture leads and turn them into new customers.
Template
Subject line: Open this email for your [X]% discount code!
Preview: The clock is ticking, so don’t miss out!
Body content:
Hey [name],
Thanks a million for subscribing to [our/my] newsletter!
[We/I] want to give you an exclusive discount to show you how much [we/I] appreciate it. Just use this code [INSERT CODE HERE] to get [X]% off your first order.
[Personal closing],
[Your name]
3. Template Promoting Your Social Media
If a user subscribes to your newsletter, it means they’re interested in your brand and the products/services you provide. So, it makes sense to capitalize on this and increase customer engagement with your other marketing channels.
In particular, you can use your welcome emails to encourage subscribers to engage with your social media pages. However, you don’t want to be too “salesy” here. You want to give them a nudge rather than a push.
Template
Subject line: Connect with [us/me] on [social media platform]
Preview: Let’s keep our conversation going!
Body content:
Hey [name],
Thank you so much for subscribing to this newsletter. [We’re/I’m] excited to keep you updated with all of [our/my] future developments!
Until then, please feel free to join [our/my] welcoming community by connecting with [us/me] on [social media platform].
This way, we can get to know each other even better.
[Personal closing],
[Your name]
[Call-to-action button]
4. Free download
Free download welcome emails are similar to discount code emails, as they also offer a reward for subscribing. The difference is that subscribers can instantly download this free reward rather than having to buy a discounted product/service.
This means the subscriber experiences the value of signing up straight away. It shows them that it’s always going to be worth opening your emails.
Template
Subject line: Here’s a free download on [us/me]
Preview: It’s just a small token of [our/my] appreciation
Body content:
Hey [name],
[I’m/we’re] super stoked you’ve joined [us/me]!
To say thanks, [I’ve/we’ve] included a free [X] download. [I/we] hope you enjoy it!
To get your FREE download, just click the button at the bottom of this email.
Thanks again,
[Your name]
[Download button]
5. Free software trial
Free software trial welcome emails are a great way for SaaS companies to showcase their products. By allowing your prospects to trial your software, you can demonstrate how it will help them solve specific pain points. This makes them more likely to turn from leads into paying customers.
These welcome emails also give you the opportunity to open up a two-way conversation with your prospects, as they’ll probably have questions once they start using the free trial.
So, always be sure to include your customer service contact information within these emails.
Template
Subject line: Start your [software name] free trial today!
Preview: See how [feature name] can help you [feature-specific benefit]
Body content:
Hello [name],
We’re so happy you’ve chosen [software name] to help you achieve your business goals!
Try [key feature] for free now, and discover how it can effectively [feature-specific benefit e.g. “automate your email marketing workflows”].
Here’s how to get started: [link to getting started guide].
If you have any questions, don’t hesitate to reach out to our customer support team: [customer support contact info].
[Personal closing],
[Your name]
[Free trial button]
6. Priority Access Template
Priority access welcome emails tell subscribers that they’re first in line to hear about new products/services, exclusive deals, new webinars, program registration dates, flash sales, and the most popular blog posts that have recently been published on your site.
These types of emails can improve open rates as subscribers don’t want to miss out on the latest news and offers from your brand.
Template
Subject line: Thanks for joining [my/our] exclusive club!
Preview: You’ve just gained priority access to exclusive news and offers
Body content:
Hey [name],
Welcome, and thanks for subscribing to [my/our] newsletter.
From now on, you’ll be the first to hear about [webinars/new products/services/exclusive discounts/anything else you offer].
By joining [my/our] exclusive club, you’ve unlocked priority access to all of these goodies!
[Personal closing],
[Your name]
7. “Stay tuned” welcome Email Template
“Stay tuned’ welcome emails tell subscribers exactly what they can expect now that they’ve signed up to your mailing list. You might want to tell them what type of content will be included in your emails, and how often they’ll be receiving them.
You should also outline the benefits they’ll receive from signing up. For example, you could tell them they’ll receive coupons, insider information, or helpful tips on how to overcome a particular pain point.
Template
Subject line: Thanks for subscribing! Now, what can you expect from [me/us]?
Preview: You’ll get [e.g. Exclusive content, discount coupons, and much more]
Body content:
[We/I] couldn’t be happier that you’ve chosen to subscribe! Now, you’ll get [brief list of specific benefits such as exclusive content and insider info].
[I/We] will send you an email [insert email frequency e.g. every week/every month/ every quarter].
As a subscriber, you’ll never miss a thing!
[Personal closing],
[Your name]
8. Instructional Template
Instructional welcome emails show subscribers how to start using your product/service. The aim is to give users access to helpful resources that ensure they get the most out of the product/service.
It’s best to keep these emails short and sweet, with a small amount of copy and some high-quality images. You should lay out the instructions for using your product/service in clear, concise steps, and then provide a link to a more in-depth guide.
Template
Subject line: [X] easy steps to get started with [brand name]
Preview: We’re delighted to welcome you on board!
Body content:
Hey [name],
Welcome to the [brand name] club! We’re so happy you’ve chosen us and we’d like to guide you through the first steps so you can get the most out of [product/service]. Let’s do this!
[Step 1]
[Step 2]
[Step 3]
[Continue for as many steps as needed]
Make sure you check out our full user guide for even more info on how to get started: [link to guide].
Feel free to contact our team if you have any questions: [customer support contact info].
[Personal closing],
[Your name]
How To Write A Great Welcome Email
Writing effective and engaging welcome emails is an art. It can be tricky to get them right, but it’s vital you do, as they form a crucial part of your email marketing campaign.
With that in mind, here are some top tips for writing a welcome email.
1. Nail your subject line
Attention-grabbing subject lines are the best way to prevent your emails from going straight into the spam folder. This is because 69% of recipients report emails as spam based on subject lines alone.
But how do you write compelling subject lines for your welcome emails? Here are some guidelines:
- Be clear and concise: Keep your subject lines brief and to the point. You want to convey the overall message of the email in as few words as possible.
- Say thanks: Every welcome email should show appreciation to the subscriber from the very first line.
- Provide an outline: Give a very brief summary of what the subscriber will see when they open your email.
- Offer confirmations: Confirm that the user has successfully signed up for your newsletter or completed any other action (e.g. purchased a product).
2. Introduce yourself
A welcome email is the perfect place to introduce yourself to new subscribers. Recipients are more likely to engage with your emails if they know they’re coming from a real person.
When introducing yourself, follow these steps:
- Tell them your name.
- Explain your role within the company.
- Briefly mention your experience and expertise.
- Provide a concise summary of your journey within your niche and the company (1-2 sentences).
- Tell them what you and your brand stand for.
This gives your welcome email a human touch and lets readers know that they’re receiving personal insights from a genuine person.
3. Set expectations
When a user subscribes to your mailing list, they may have no idea how often they’ll receive an email from you. They’re also probably unaware of exactly what your emails will contain.
That’s why it’s a good idea to set their expectations at the earliest opportunity.
In your welcome email, tell them your emailing schedule (e.g. once a week). You should also outline the type of content you typically include, such as industry reports and special offers.
This is a great way to prevent users from unsubscribing at a later date. The last thing you want is for subscribers to feel like they’re getting way more or far fewer emails than they were expecting.
4. Highlight the benefits
As well as telling subscribers what they’ll be getting in your emails, you also need to tell them how your emails will benefit them.
For example, let’s say you have an eCommerce newsletter aimed at dropshippers. You should tell your subscribers what benefits they’ll get from your newsletter, such as:
- Proven eCommerce marketing strategies.
- Profitable product recommendations.
- Time-saving product sourcing tips.
- Early access to sales and discounts.
By highlighting the benefits, you show readers that it’s worthwhile opening and reading your future newsletters. Hopefully, this will keep your open rate metric nice and healthy.
5. End with a call-to-action
Despite the name, welcome emails aren’t used solely to welcome subscribers. They can also be a powerful tool for encouraging users to take a desired action.
The best way of doing this is to include a call-to-action button within your email, typically at the end.
This button should contain very concise text that’s directly related to the action you want the user to take.
For example:
- [Click Here to Start Your Free Trial]
- [Activate Your Account]
- [Follow us on Instagram]
- [Leave a Review]
- [Shop Our New Collection]
- [Watch Our Tutorial]
Call-to-action buttons are a proven way to boost your engagement rates and move your prospects further along the sales funnel.
To learn more, you can also refer to these welcome email best practices.
FAQs
What is the importance of welcome emails?
A welcome email or a series of such emails helps make a solid first impression on the new subscribers. It is also crucial communication that introduces a brand’s values, products, services, mission, and overall messaging.
What is the purpose of the welcome email?
A welcome email is the first communication that goes out to target audiences, including website visitors, app subscribers, or customers. It is used to greet them, onboard them, introduce a product or service, or connect with them.
How many welcome emails should you send?
A recommended welcome email series should at least have two emails. This can be an initial email followed by another invitation to connect further. A third mail can also go out to introduce or explain features of a product or service.
What are welcome email campaigns?
Welcome email campaigns are a series of emails that welcomes potential customers, web visitors, or subscribers who are brand new to the brand/business.
Are welcome emails also transactional emails?
Transactional emails are triggered by an individual customer’s action. Welcome emails are the first communication that goes out to an individual after they subscribe or sign up with a brand. An alert email, comment notification, nudge about finishing payment, are some examples of transactional emails.
Wrapping Up
We could sit here all day and drop example after example of effective welcome emails. But I’ll leave you with a few reminders instead:
- Your welcome email drives the most engagement of any emails you send – so make sure that first impression is killer.
- Your welcome email sets the tone for how your subscriber should approach receiving email from your company – so set proper expectations, express gratitude, and make them feel good about the decision to give you their email address.
- And finally, don’t be afraid to use multiple emails to deliver information and value across a set period of time instead of trying to cram everything into one email.
These emails are not a set-it-and-forget-it type of messaging. Respect their value, test and iterate, and make them the best welcome emails they can possibly be. Get in touch with InboxArmy if you need help setting up your welcome email campaign or you can check our email campaign management services.
