The welcome email is one of the most powerful marketing emails you can send. That’s because you are speaking directly to newly engaged customers who are more likely to want to hear what you have to say.
Done right, welcome emails have the potential to make a huge difference to your customers’ experiences and their ongoing engagement with your brand.
Study the examples of effective welcome emails below and follow a few key principles to grow a relationship with your new customers.
Why welcome emails are so important
A welcome email is an email sent to a new subscriber or customer after they’ve signed up to your email list. It may be a one-off “thanks for signing up” email, or it can be the start of a longer onboarding email sequence after their first purchase.
While some businesses may use it simply as a confirmation email after filling out a signup form for a lead magnet, it can accomplish a lot more than that.
If you went to a brick-and-mortar store and made a purchase, the cashier would likely hand over your goods with a smile and ask if there was anything else they could help you with. They might point out how to get the most out of your purchase or suggest other items that might be of use.
Then again, they might just hand over your receipt without saying a word and move on to the next customer.
Your welcome email is the digital equivalent of that interaction. It can enhance a customer’s experience, or it can leave them feeling cold. It can be used to win a customer for life, or it can be just another email filling up their inbox.
For your customer, there’s unlikely to be another opportunity quite like it. Assuming you’ve delivered a high-quality product or service, you’re going to be top-of-mind for all the right reasons. The customer is, therefore, more likely to open, read and act on your first email.
With these types of emails, you’re also in a position to help them get the most out of their purchase and ensure they become a satisfied customer.
Depending on your business type, you could use the welcome email as an opportunity to encourage your new customers to:
Complete their profile
Set expectations for your service
Download or watch supportive content, such as a tutorial or FAQs
Log into their account and take the next step, such as getting started with a SaaS tool or participating in an event
Provide more detailed information about themselves so that you can send them customized insights or opportunities
Get prepared for a follow-up in the next email with further instructions that will help them with their setup journey
Click on a CTA that brings them to a landing page to take further action
Make a purchase
What you include in your welcome email content and whether or not it’s standalone or part of an email campaign series depends entirely on your desired brand messaging, your target audience, the resources available to you, your specific product or service offerings and your strategic content marketing initiatives.
No matter what information you choose to include, your welcome email(s) should act to familiarize your new customers or users with your brand and get them excited about being a part of your community.
Pro tip: It may seem counterintuitive, but it’s important to include an unsubscribe link in your welcome email. It’s required by law in many countries and it makes it clear to your users that their involvement is optional and entirely up to them – helping to promote a reciprocal relationship.
Here are 11 of the best welcome email examples that get it right.
1. Waking Up
Waking Up is a meditation app available for iOS and Android. Bestselling author Sam Harris draws on his background as a neuroscientist and philosopher to help users gain a better understanding of meditation and its benefits.
Welcome email breakdown
Sender name: Waking Up
Subject line: Welcome to Waking Up
Highlighting a key benefit. The email opens with a personal introduction to the app from Sam Harris. The team then goes on to explain why they built Waking Up and what makes it different from other meditation apps, highlighting the big benefit (“a more balanced and fulfilling life”).
Brand KSP. They then spell out exactly what users will do in the app: practice meditation and learn the theory behind it.
Compelling and clear CTA. After briefly covering the differences between the free and paid versions, we get to the email’s primary CTA: ‘Listen to “Start Here.”’ This takes you to an audio recording of Sam explaining in greater detail why you’d want to use a meditation app.
Support link. Next, there’s a link to email support with details on how to reply to their welcome email if you need any additional help.
Special offer. There’s then a section on Fair Pricing, explaining their offer; if you truly can’t afford the subscription, the team will provide you with a free account.
Social links. The email closes with links to their various social media profiles.
There’s a lot to like with this email. After a brief introduction, the email helps users that could potentially be overwhelmed by all the content available, showing that the app is actually quite simple and can be broken down into just two key actions (practice and theory).
Having one obvious CTA increases the chance that the recipient will click through to get started.
Then, toward the end of the email, they highlight their incredible offer to provide free access to anyone who can’t afford it. Even if the customer doesn’t need to take advantage of the offer, it’s an impressive move that demonstrates the team’s commitment to putting people before profits, further building their brand identity.
Takeaway: Include what makes you special. If you’re doing something different from your competitors, let your new customers know about it, especially if it’s to their benefit.
Hotjar is an analytics company that enables users to see how visitors interact with their website, with recordings, heatmaps, surveys and more.
Welcome email breakdown
Sender name: David from Hotjar
Subject line: Welcome to Hotjar 👋
Highlighting a key benefit. The email opens with a greeting and reminds the reader of Hotjar’s value proposition: “…seeing how people are really using your site”.
Next step details with CTA. The customer is then told what they need to do next: install the script on their site. After reminding them of their username, you then have a nice big CTA button. “Install Hotjar & Get Started”.
Support link. Finally, there’s a link to a step-by-step guide, along with an invitation to respond to the welcome email if the reader still has any questions.
This welcome email has one specific objective: to help users install the necessary script on their site.
Playing around with scripts and codes on your website might seem scary to some customers, potentially putting off new customers before they even get a chance to try out the product. To prevent this, Hotjar goes to great lengths to stress how simple it is, talking you through what you need to do and providing a step-by-step guide.
Takeaway: Make things easy for your new customers. If there are any potential obstacles to using your product successfully, address them head-on and explain clearly what needs to be done in your welcome email.
UsabilityHub is a testing platform that allows users to get feedback on website or web element designs, evaluating such features as ease of navigation and header clarity.
Welcome email breakdown
Sender name: Krystal from UsabilityHub
Subject line: 🎉Welcome to UsabilityHub
Multiple CTAs for varying customer journeys. After a brief greeting, the majority of the email focuses on three questions. If the customer is looking for inspiration, they’re pointed to the example test gallery. If they want to order responses from the panel, the email highlights their discount offer. If the customer requires vendor registration, there’s a link to book a meeting with a named sales manager.
Support link. The email closes with an invitation to hit reply if the customer has any questions.
This is one of the shorter welcome messages, but it makes each word count. Rather than having one CTA, the email presents the customer with the most common requests and provides them with the necessary links. Including the name and picture of the sender is also a nice touch that can build trust, reinforcing the idea that there’s a real person behind the email.
In that same vein, UsabilityHub has chosen to wrap their entire welcome email in a LiveChat message design. This intentional welcome email design choice works to not only humanize the support person behind the email but acts as a metaphor for the beginning of an open-ended conversation. It’s a smart move that makes the new customer feel like they’ve been assigned a personal representative that is there to take care of their needs.
Takeaway: Give new users the information they need. This welcome email sample shows that by talking with your existing customers and finding out what questions they had when they signed up, you can make your welcome email more relevant.
Experian is a consumer credit reporting company that collects and monitors credit details.
Welcome email breakdown
Sender name: Experian
Subject line: About your recent check of your Experian Credit Score
Play on words. The email opens with the customer’s name, then encourages them to “switch on” to the free Experian Credit Score next to visuals of lightbulbs switching on.
Highlighting a key benefit. The email then explains why the customer is getting this email and promises them that this is a great first step for anyone who wants to improve their finances.
Addresses potential pain points. Then they confirm that the report is always free and updated every 30 days, reassuring the customer that accessing their report won’t negatively impact their credit score.
Login CTA. The CTA is to log in to the free account.
Social links. The email then closes with links to Experian social media profiles.
Experian is one of the more traditional businesses in this list, so it’s no surprise that this welcome email is also more formal.
Emojis in the welcome email subject line wouldn’t really fit the Experian brand. Regardless, the email does a good job of reassuring new customers. Finances can be scary, so anyone who’s using the service will appreciate knowing that they won’t have to pay for the service and that it won’t hurt their credit score.
Takeaway: If there could be any fears or friction associated with using your service, use your welcome email to reassure new customers.
Halfords is a UK retailer specializing in car parts, bicycles and other related gear.
Welcome email breakdown
Sender name: Halfords
Subject line: Welcome to Halfords
CTA to tailor future communications. After welcoming the new customer, the email asks them to tell Halfords more about their interests, in order to receive more tailored and relevant emails.
Popular products and services. There are then links to both product categories (motoring/cycling) and helpful guides (avoiding flat batteries, safe cycling, etc.).
Important policy and process information. The email outlines the available finance options, their support for the NHS, the latest updates regarding COVID-19 and delivery information.
Social links. The email concludes with links to the company’s social media profiles.
There’s a lot on offer here, so Halfords conveys as much information as possible with an email design that uses large images that link to the relevant sections.
Some might feel the email has too much going on, but others may appreciate the variety of options considering the amount of information they need to cover. Something like this toes the line between too much or just enough. Use A/B testing to decide what’s right for your company and take customer feedback into account.
The first CTA is to tailor your preferences, which ensures email subscribers get personalized emails. This means their inbox is a little less cluttered, and the sender will likely see improved deliverability, open rates and engagement rates (click rates) as a result.
However, it’s important to note that, while email providers such as Gmail may show images by default, there are other providers that don’t. Some recipients will have manually turned images off. Email best practices include emails that make sense even with images turned off or improperly sized. For best results, test any image-heavy emails with a selection of your customers first.
Takeaway: Give new customers more control. If you offer a variety of different services, let customers sign up for the ones they’re interested in, rather than bothering them with irrelevant emails. Self-segmentation is a great way to personalize your email service.
A freelance services marketplace, Fiverr matches up businesses with freelancers for a wide variety of services.
Welcome email breakdown
Sender name: Fiverr
Subject line: Welcome to Fiverr!
Communal image. The email starts with a welcoming image, informing the customer that they’re now part of a “global community of doers”.
Brand KSP. The opening paragraph reminds the customer of what they’re getting with Fiverr: a marketplace of freelancers who get the job done on time, on budget.
Compelling CTA. The CTA is compelling and written in the brand's youthful tone of voice.
Popular services. The email goes on to highlight six of the most popular services available on the platform.
The opening encourages customers to think of themselves as part of a community, rather than simply being customers.
The CTA certainly stands out in this email; while it risks putting some people off, it also appeals to their target audience. A Fiverr client doesn’t want to “sign in” or “get started”. They want to get stuff done. However, the email does lose points for coming from a “no-reply” address. It’s difficult to engage with someone if you can’t even reply to their emails.
Takeaway: Choose your CTA carefully. Think about what your new customers want to achieve and then give them the ability to do that, in the language that reflects their objectives.
Wistia provides video marketing software for business, with hosting and marketing tools.
Welcome email breakdown
Sender name: Team Wistia
Subject line: Welcome to Wistia! 👋
Celebratory image. The email opens with a parade of cute characters celebrating the customer’s sign-up.
Brand key selling point (KSP). In a short paragraph, the email reinforces what you can do with Wistia.
Compelling CTA. The email concludes with a CTA for the customer to visit their account page.
The parade makes a good first impression and acts as a warm welcome that raises a smile. The CTA is clear, leaving no doubt what they should do next. That said, the CTA is tied to a step, rather than an outcome. Something along the lines of “host your first video” could be more compelling.
Takeaway: Find a way to stand out in your customers’ inbox when it’s your first time emailing them. The parade makes this email memorable, and if something’s memorable then customers are more likely to act.
Notion is a great tool, but its versatility can make it overwhelming for new users. This great welcome email encourages you to follow along with the guide, so you’re actually setting up and familiarizing yourself with Notion as you go through it.
The guide starts with a simple first step (“start typing”) before working up to the potentially scary step of adding a database. The more complex step also includes links to additional helpful resources to make things easier.
Even though there are several links throughout the email, the formatting for the “Go to Notion” CTA button makes it stand out from the other links.
The email also makes great use of gifs to illustrate the guide, making the whole process straightforward. This is the first email in Notion’s onboarding process, with future emails gradually introducing new features.
Takeaway: If your product or service is complex, use your welcome email to talk to new customers through how to use it. Simple text with illustrated examples and links to additional resources help make potentially complicated steps simple.
ELEMIS is a luxury skincare brand, with products available at both ecommerce and physical stores for distribution.
Welcome email breakdown
Sender name: ELEMIS
Subject line: Welcome to ELEMIS
Social proof. The email opens with a gif that provides social proof, highlighting that ELEMIS is the “winner of best premium skincare brand” according to The Sunday Times.
Special offer. Next, the email makes a special offer, with 15% off the customer’s next purchase.
Exclusive benefits with CTAs. The body of the email thanks the reader for joining the ELEMIS family, promising that as an “insider” they’ll be the first ones to hear about exclusive offers. There’s then a link to the online store where the customer can use their discount code, with a CTA to “Shop Now”. A box also showcases other important benefits of being a customer (deluxe samples, free delivery and their referral program).
Additional CTAs. There’s a second CTA, “Discover ELEMIS”.
Social links. The email finishes with links to the relevant social media profiles.
This welcome email goes to great lengths to make the new customer feel special. They’re an insider; part of a family that gets exclusive offers and coupons. However, the email could benefit from keeping it to one CTA to increase the conversion rate, rather than making the customer choose between shopping or “discovering”.
Takeaway: Make your new customers feel appreciated. You can do this with a special offer, a perk or by making them feel like they’re a part of something unique. Treat them well in your welcome email and they could become life-long fans.
Suppliers of everything you might need for your kitchen, ProCook sells in physical stores and online.
Welcome email breakdown
Sender name: ProCook
Subject line: Welcome to ProCook / Discount Info
Appreciation. The email opens with a large illustrated thank you.
Important process information. After greeting the “Dear Valued Customer”, the email outlines what they can expect to happen next regarding delivery information, reviews and offers.
Support link. The P.S. is used to give the customer care contact details.
Expert recommendations. The email recommends some additional products the customer might be interested in.
Brand KSPs. The email concludes by showcasing more of their details (free delivery, excellent reviews, number of customers, number of stores).
The email subject line uses the standard “Welcome to [Company]” but also mentions the discount code, something that’s likely to increase the average open rate.
If you’re selling a physical product that has to be delivered, customers will likely want to know what the process will look like. ProCook tells their customers exactly what to expect next, from the delivery of goods to the review request.
The personalized recommendations based on the customer’s initial purchases are another nice touch and an easy way to make more sales.
Takeaway: Prep your customers. They should never be left wondering what happens next.
Evernote is one of the best-known note-taking apps, helping users with organizing their notes and task management.
Welcome email breakdown
Sender name: Evernote
Subject line: Welcome to Evernote!
Download CTAs. The email opens with links to download the app.
Specific feature callouts. It then goes on to describe two “bonus desktop moves for extra productivity”.
Upgrade CTAs. There’s a CTA for the customer to “Upgrade Now” to the premium version.
Repeated download CTAs. It concludes by again linking to the different mobile app stores for new customers to download the app.
The first email in Evernote’s welcome email series highlights the many possibilities that users have at their fingertips with this powerful tool.
As the email does not singularly focus on one feature over the others, it does do a good job of promoting its various benefits depending on your needs. It also highlights the various desktop add-ons for “extra productivity”, drawing attention to the various user experiences available.
Takeaway: You can use your onboarding email to list the various things that new customers can do with your app or product, and draw attention to certain features over others to persuade specific activities. That said, be careful that you are tying your features to the benefits that your customer will actually care about.
Far from being a forgettable afterthought, your welcome emails are an important part of your email marketing strategy.
By choosing any of the above welcome email templates, focusing on what your new customers need and giving customers the know-how to get the most out of their purchase, you can increase satisfaction and encourage repeat purchases.
You can even use email marketing automation programs like Campaigns by Pipedrive to streamline your workflow and scale the process.
Done correctly, your welcome emails can help strengthen your customer relationships and promote engagement for years to come.
Share your thoughts with our Community
Start or continue the conversation with like-minded sales and marketing professionals on our Community.