Email marketing is the most successful platform for creating revenue and recurring clients team member. An email is a powerful tool for communicating with clients long after they’ve left your website. An automated welcome email is one of the most important tools in your email marketing toolbox. When new contacts subscribe to your list, you want to welcome them to the group with an inviting email.

Making a nice first impression is essential if you want to increase the size of your subscriber list and the sales of your items. When creating the initial impression, aim for a welcome message that may grab your prospects’ attention. Spam trigger words may avoid. Writing appealing welcome letters ensures prospects stick around long enough to get to the bottom of the sales funnel.

What is a Welcome Email?

A welcome email is the first friendly exchange between your business and a new subscriber. It sets the tone for future communications and encourages new members to engage with your business.

Key Benefits of Having a Welcome Email for Your Brand

The first message you send to a new subscriber is also the first step to forming a relationship. When that initial interaction is positive, subscribers will be more receptive to future emails. Subscribers who read welcome emails will read 40 percent more content from the sender in the next 180 days.

A welcome message is also an excellent opportunity to make a sale. Research has shown that welcome emails have higher open and click-through rates than standard marketing emails.

The first step to effective email communication is a warm welcome email. A chat with someone who has just entered your home without first welcoming them is equivalent to skipping them.

The following are a few long-term advantages of effective welcome emails:

  • A genuine “thank you for subscribing”: warm individuals to your business and foster trust, resulting in stronger customer connections. The initial step for users to take in making their first purchase is via welcome emails.
  • Increased client retention and sales: You raise brand recognition by showcasing your goods or services, improving user interaction and conversion rates.
  • A higher email engagement rate: If your initial email captures their attention, they will probably read your subsequent emails. The good responses from opens and clicks will enhance your email deliverability, ensuring the success of your email marketing moving forward.

How to Write Welcome Emails: 17 Great Examples

We’ve identified 17 successful examples to assist you in writing an effective welcome email. We’ll highlight components for each illustration to assist you in writing your standout welcome email.

1. Write a Welcoming Note

Welcome emails should begin with a warm introduction that reflects your company’s personality.

The David’s Bridal email above features a great introductory message that thanks new subscribers for making the company part of their wedding day. You can write something straightforward and formal like, “Welcome to our email list” or “Thanks for signing up to get our emails.” Online fashion company ASOS starts its message with a casual “Oh, hey, girl! Welcome to ASOS. It’s great to meet you!” Remember, there’s no right or wrong way to welcome new guests; make sure it’s conversational and fits your company’s voice.

2. Get to Know Your Customers

Consumers are more likely to respond to emails that contain offers and content that is relevant to them. You can use this first message to learn more about your customers, so you can tailor future emails to suit their needs.

In this email from The Container Store, new subscribers are offered a 15 percent discount for filling out a customer profile.

3. The Statement of Purpose

You can’t rely on first-time customers to know all there is to know about your establishment. Your welcome email should restate your key selling points to reassure them that they should choose you. It does not imply that you should take center stage. Instead, stress how your new connections will benefit.

This sample welcome email from TravelSupermarket strikes the ideal mix between outlining users’ benefits from utilizing their services and establishing expectations for further communications. The email keeps things simple by encouraging consumers to investigate their options rather than confusing them with several calls to action (CTAs).

sample welcome email from TravelSupermarket

Then, TravelSupermarket follows up their first “thank you for subscribing” email with extra details using a marketing automation pipeline. This second installment of their welcome series provides other opportunities to interact with their company, such as reading their blog or following them on social media.

4. Use Simple 1-2-3 Onboarding Steps

Any clear framework makes it simpler to understand the information being presented. When you have several points to make or want to persuade a new subscriber to perform particular activities welcome email to new client, using the 1-2-3 method is a fantastic approach. One of the top welcome email examples is from Airbnb.

1-2-3 Onboarding Steps for email marketing

Please be aware that if you want your Call-To-Action to be successful, there should only be one button on the page. An organized email list explains the advantages of joining your group. In addition, Michaels requires new members to survey their demographics and personal interests, which may be useful for segmenting your clientele and planning tailored marketing campaigns.

Although a lot of information is shown all at once, which might be overwhelming, this Vente-Privee sample has a powerful, welcoming message and outlines the advantages of joining.

5. Establish Goals for Your Email Marketing

If you offer excellent material in your email campaigns but fail to deliver on that promise, your subscribers will feel misled and will most likely unsubscribe right away.

VR Email marketing

Birchbox builds rapport by recognizing the recent connection. New clients are aware of what to anticipate from their next mailings. Like a first date, your welcome email is sent to you. You have the opportunity to develop trust. Your new subscribers will be more responsive to your future emails if you define how that connection will work out the first time you communicate with them. It will lead to increased engagement and fewer spam complaints.

6. Share Your Story

The use of stories in marketing is as ancient as the industry itself. When buyers have a few options to choose from, a compelling brand narrative is what makes the sale. A welcome email is ideal for sharing your company’s history, principles, and unique selling proposition. This welcome email from AWAY is among the most lovely instances of how to introduce a brand and the product itself. This company first quickly summarises the team’s principles before breaking into why their product is special and concluding with a free trial.

7. Include Brand Imagery

Emails sent by default state the obvious:

  • Your subscription has been verified.
  • Your account was successfully created.

Those are confirmation emails, not welcome emails, to be clear. Sending welcome emails is different from what you are doing if that is what you send to new subscribers. People connect to other people. Thus your message should come across as one individual talking to another. That motivates customers to interact with your brand (and, ultimately, convert).

VR Email Marketing

Ensure that your welcome email template integrates well with the rest of your email layouts. Include images consistent with your website as well; this helps strengthen your brand. Here’s a fantastic illustration by Tommy John. Note that this email is a welcome one. Not a confirmation email of a subscription.

8. Reinforce the Perks of Your Email List

It’s always a good idea to reinforce subscriber’s decision to sign up for your emails. One easy way to do that is to offer a quick “perks list,” which tells subscribers why joining your email list is a great idea. World Wildlife Fund does a great job explaining the benefits of signing up for their emails, displaying the sign-up perks in digestible bullet points.

9. Offer a Deal

You create goodwill between your business and your new subscribers by offering a discount or gift. It may even entice them to make a purchase. Camp Collection offers a 15 percent discount on your first purchase as a welcome gift. It’s a small incentive that can benefit both the company and the new customer.

10. Create a Clear Call to Action

Every welcome email should have a clear call to action.

This email is effective not only because of its clean look and promotional offer, but also because of the call to action. Notice how it stands out? The button, rather than hyperlinked text, makes it prominent. Plus, it’s urgent. The words “Book a stylist” inspire recipients to act immediately.

11. Shine the Spotlight on Your Product or Service With Eye-catching Images

As you welcome your new contacts, putting your product or service front and center is okay. contact information open rates customer service support team email subject line sign up for a free trial discount code blog posts subject lines social proof customer experience. After all, your new subscriber asked to learn more about your business or product by subscribing. Give them what they want. Use images to showcase your products like Crocs does here:

If you’re a service-based business or nonprofit, try using compelling or emotion-evoking images that relate to your business. Spotlight a successful and happy customer, include a picture of your team or volunteers, display before and after pictures, or use clean, flat, simple graphics and complementary colors.

12. Be Mobile Friendly

An effective welcome email has to look good — and work well — on mobile devices. According to Adobe’s Digital Publishing Report, 79 percent of smartphone owners use their devices for email. The report also says smartphone users are likelier to use their devices for email than for making calls. Creating a mobile-friendly version of your welcome email is important. (If you’re using VerticalResponse, all our emails are responsive, so they look great no matter what device they’re viewed on.) Check out VerticalResponse’s welcome email below, as it appears on a tablet. The text is clear and easy to read, and the CTAs are still easy to find and click on, even on a smaller screen.

13. Be Helpful

In your opening message, you have an excellent opportunity to link people back to pages on your site that can be helpful, like FAQs, or your blog to give them more information about your company, product or service. This information is especially crucial in the early days of your customers or prospects getting to learn more. The header in this email from includes links back to the company’s product page, labeled by category to make it easier for subscribers to find exactly what they’re looking for.

14. Ditch the “Do Not Reply” Receipt

A welcome email should not be a text-based receipt that says, “Do not reply” somewhere in the message. Your message can incorporate a receipt or account information, but it should also encourage the customer to interact with the company.

A “do not reply” email tells customers that you don’t want them to contact you. Because customer interaction can improve customer satisfaction, it doesn’t make sense to close the lines of communication.

This email from Papier goes the extra mile and includes a support email and phone number for new customers who might have questions.


15. Promote the Experience Rather Than the Thing

As a fellow baker, King Arthur Flour welcomes you to their community. Your welcome email doesn’t always need to showcase your goods prominently. Not a single bag of flour is to be found! Instead, they market the genuine joy and accomplishment of building something from nothing. At times, it’s preferable to emphasize the advantages or experiences associated with utilizing your product or service. In this manner, potential new subscribers could be intrigued to make and try the connections.

16. Add Social Media Buttons

Including links to your social media sites is another key component in an effective welcome email. New contacts are curious about your business; otherwise, they wouldn’t have signed up. Fuel their engagement by sharing the social media sites your business is on. Take a look at this email below from EyeBuyDirect. Notice in the footer, there are links to the company’s Twitter, Facebook, Instagram, and Pinterest pages.


17. The Welcome Video

Increase engagement with your welcome email content by showcasing your offerings to your new audience rather than just informing them about them. A little film introducing your company gives it life in a manner that is impossible with just words. You may either show videos of your product in use or include a message from the creator of your company that humanizes your brand and tells your company’s narrative.

Promote the Experience in welcome emails

Alternatively, you may convey your brand’s personality using an animated GIF in your email. It is what BarkBox does in their welcome email:

To demonstrate to subscribers what their business is all about, the GIF pairs well with the lighthearted email message.


Making a strong first impression will decide whether or not your subscribers continue to engage with your email messages. You may get some ideas by looking at the welcome email samples above and seeing how other companies use them in their email marketing strategies.

These 17 welcome email examples can give you ideas on encouraging more subscribers to use their discount coupons, browse your items, or learn more about your company. Instead of going straight for sale, remember to convey the subscriber’s delight at joining a new community and make them feel welcome in your text. Long-term rewards will accrue if you lay the groundwork for a solid connection in your welcome flow.

It’s always a good idea to give subscribers additional ways to get in touch with you and interact with your business. Check out our Email Automation feature, which makes introducing yourself to new customers easier than ever.

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Editor’s note: This article was originally published in April 2017 and has been updated and revised.

© 2019, Contributing Author. All rights reserved.

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