Welcome emails generate 4 times more opens and 5 times more clicks than other marketing emails. And yet, only 57.7% of brands send them.
If you’re in the 42.3% that don’t, you’re missing out on a major marketing opportunity!
The question is, how do you create a welcome email that drives results like that for your brand?
Learning from others can help. Here, we’ll look at the ins and outs of welcome emails. When should you send one? Why do they work? And what inspiration can you glean from real-life welcome email examples?
Contents:
- What is a welcome email (+when to send it!)
- Why send a welcome email?
- 12 welcome email examples to inspire your approach
- 5 welcome email templates to get you started
What is a welcome email? (+When to send it)
Welcome emails are an important type of marketing email. To create your own, you first must decide what warrants one. There are several opportunities for you to send welcome emails to prospects and customers alike.
You might send a welcome email:
- To new newsletter subscribers: When you get a new email subscriber, thank them for signing up, share some of your most popular past articles, and set expectations for newsletter cadence.
- To new customers: Thank someone who just bought for their purchase. If you’re sending a physical product, share the delivery details. If you sell a service or digital product, provide important onboarding information (e.g., appointment time, or how to log in).
- To new rewards program members: Welcome them to your program, and let them know about the benefits they’ve unlocked.
- To new employees: Greet your newest hires and share onboarding information, like how your parking garage works or what payroll platform you use.
Essentially, any time you’re introducing someone to a new product, offering, or perk from your business, you can consider creating a welcome email.
Some scenarios might even warrant a welcome email series. For example, if your product takes some time to learn—like software—you may set a welcome email cadence that helps speed up the learning curve. These free email templates will help you do it faster.
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Why send a welcome email?
As mentioned, welcome emails can generate some impressive stats. Open and click-through rates are sky-high. They’re also big revenue drivers—they generate up to 320% more revenue per email on average than other promotional emails. Many brands include a discount in their emails, which surely helps drive sales.
Welcome emails also contribute to name recognition and help subscribers get to know, like, and trust you more. Receiving an email immediately after someone signs up helps them remember they did, in fact, ask to be contacted by your brand. No quizzical faces when they receive your next newsletter two weeks later!
Your welcome emails can also set expectations and help orient the recipient with your brand’s offerings or the benefits of their new purchase. Whether you’re highlighting your rewards program perks or talking about the features of the product they bought, a welcome email helps you delight your audience from day one.
Finally, many brands choose to send double-opt-in emails. This email gives subscribers a second opportunity to confirm they want to hear from you. Double opt-in emails help you build a clean email list, which contributes to stronger email metrics. When your subscriber list is filled with people who truly want to be there, you see better results!
12 welcome email examples to inspire your approach
Have we got you thinking about when to employ welcome emails for your business? If the answer is “yes,” that’s great. And we’ve got even more inspiration for you. These real-life welcome email examples show how brands, big and small, approach the exercise.
Note what you like and use it to guide your own welcome email creation process.
1. A welcome email with a sign-up bonus
Your welcome email doesn’t need to be flashy to be effective. This example from New York grocery chain D’Agostino Supermarkets proves that simple works. After signing up for its loyalty program, shoppers get this big, bold offer for $5 off their next purchase.
The loyalty program offers weekly discounts on items in the D’Ag circular, and it kicks things off by providing this further discount to encourage shoppers to return to the store soon.
2. A welcome email with convincing stats or social proof
The American healthcare system is incredibly complex. Any business that seeks to disrupt it might need to do a little extra convincing to get consumers on board.
GoodRx helps its users unlock discounts on prescription medication, which might leave new subscribers wondering, “Where’s the catch?” or worried that using the tool might mess up their insurance coverage somehow.
The GoodRx welcome email sets out to assuage those fears. It opens with an impressive stat to keep readers hooked—80% off retail prescription prices is no joke—then it outlines some features within the app.
If you don’t have stats for your business, social proof, like testimonials from past clients, has a similar effect.
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3. A welcome email with cross-promotion
The New York Times boasts more than 50 newsletters—some available exclusively to subscribers, and others that anyone can sign up for.
The paper uses the welcome email for its Morning Briefing to thank new subscribers for joining, while highlighting the dozens of other newsletters they can subscribe to. This is an opportunity for the Times to convert its one-time subscriber into a reader of multiple mailings.
And since its Morning Briefing is one of the newsletters anyone can access, it also serves as a lead magnet that entices new newsletter subscribers to consider a paid subscription to the newspaper.
4. A welcome email with social proof
Here’s an example of a welcome email that sneaks in a little social proof.
This one’s from 21 Draw, and as you can see, they let you know that you’ve joined an impressive group of 210,000 students who use their service.
You can also drop in some logos of your well-known customers or a quote singing your praises. Anything that’ll help confirm that your new follower made the right choice.
5. A welcome email with some beautiful imagery
Your welcome email doesn’t need to be a bunch of text only. Add some spice like Solfarmers does with a handful of photos or other visual design elements.
Gifs and videos are also good choices here. Even an infographic will add a little visual appeal to your welcome emails.
6. A welcome email that asserts brand values
In a 2021 survey, 66% of American consumers reported that they tend to buy from brands that reflect their personal values.
If your brand has a broader mission, touting that in your welcome email can immediately endear you to consumers who care about the same things.
Here’s a subtle mention of brand values in a welcome email from Mahers Coffee. They simply state that their coffee comes from sustainable farms.
You can get more in-depth and tell the mission and story of your brand. Or you can copy this example and fold a few mission mentions into the rest of your welcome email.
7. A welcome email that sets expectations
Most service-based businesses can benefit from some expectation-setting before the first session with a new client.
This welcome email from a fitness facility helps new clients understand what to expect when they start. It shares some tips on using the app and ideas to get connected with the community.
If your business has any sort of process for onboarding new clients, a welcome email can communicate vital information before you meet up.
8. A welcome email with helpful resources
Email marketing is all about offering value so people continue to open (and even look forward to) your emails.
One way to let subscribers know that they can count on you to deliver the educational goods is to add some helpful content in your welcome email.
The brand All Healthy does this by including links and a little description of each resource right in its email confirmation note.
9. A welcome email that offers a rewards boost
Sometimes people will forget about a rewards program if it takes too long to deliver a benefit. Here’s an example to stoke instant excitement for new loyalty club members by adding some points to their rewards program pot.
Some variations on this theme include:
- Offering a free gift (like a travel-size product).
- Offering a bump to a higher level of rewards (like from bronze to gold level).
- Offering an extra benefit (like giving a 10% boost in rewards points for the first purchase).
10. A welcome email that outlines what an online account is for
“What did I just sign up for?”
Surely, you’ve provided your email address to a company at some point and then immediately had that very thought enter your mind.
A welcome email like this one from P.C. Richard & Son aims to banish that question. This email is pretty simple and provides a quick, clear overview of what exactly a customer can do within their online account.
The graphics hammer home the point, and the calls to action at the bottom make it easy for customers to get in touch if they have follow-up questions.
11. A welcome email that plugs the app
Businesses know that the holy grail of customer data is zero-party data: information that customers willingly give your brand. And one of the best ways to capture that zero-party data is through an app.
That’s probably why online florist Bouqs includes a CTA to try its app in its welcome email. The app promo highlights customer benefits of downloading it; namely, that it’s easier to place future orders.
12. A welcome email that cuts right to the chase
If you’re feeling stumped about what to include in your welcome email, let this example serve as proof that you don’t need to overthink it.
Madewell takes a super simple approach. No product photos, no scrolling—in less than 40 words, it gives new members of its Insider program a warm welcome, highlights benefits, and closes with a simple CTA to “Shop new arrivals.”
5 welcome email templates to get you started
Let’s take a shortcut to success with a handful of ready-to-edit welcome emails for various occasions.
Welcome to the community
This versatile welcome email template is for people who have just joined your subscriber list or community. It features an emoji in the subject line to catch attention, and a simple message you can adapt quickly.
Subject line: Welcome aboard 🎉 We’re glad you’re here!
Body:
Hi [First Name],
Welcome to [Your Brand]! We’re excited to have you as part of our community. Here’s what you can expect:
- Helpful resources to [solve their problem/meet their need]
- Exclusive updates and offers
- Tips to make the most of [your product/service]
👉 Start exploring now: [CTA Button: Get started]
We’re thrilled to have you with us!
Cheers,
[Your Brand Team]
Onboarding email
If your new customer needs to take a few steps to get started, this welcome email template will guide them through the process. Add as many steps as you need (just don’t make it too complex).
Subject line: Your journey starts here!
Body:
Hi [First Name],
You’re all set! Now let’s get you moving with [product/service]. Here are three quick steps:
- [Step 1: Sign in / set up profile]
- [Step 2: Try your first feature / start a free tool]
- [Step 3: Connect with us if you need help]
[CTA Button: Complete your setup]
Our team is here if you have any questions. Just hit “reply.” We’d love to hear from you.
All the best,
[Your Brand]
Value-first welcome email
Remind people why they subscribed with this welcome email that delivers instant value. It works because it not only offers something useful, but it also highlights the pain point it solves.
Subject line: Welcome! Here’s [something helpful] to get started
Body:
Hi [First Name],
We know your time is valuable, so let’s dive right in. Here’s a free [guide/tool/resource] to help you [solve a key problem].
[CTA Button: Download your free guide]
Over the next few weeks, we’ll send you tips, insights, and examples to help you get the most from [your brand].
Glad to have you with us!
[Your Brand Team]
Promotional welcome email
Want to offer a little something extra that motivates your new follower to buy? Try this promotional email template.
Subject line: Welcome! Here’s 15% off your first order 🎁
Body:
Hi [First Name],
Thanks for joining [Your Brand]! To celebrate, here’s a special welcome gift:
15% OFF your first purchase (code: WELCOME15)
[CTA Button: Shop now]
We can’t wait for you to experience [key benefit of product].
Cheers,
[Your Brand]
Loyalty Program Welcome Email
Let your new loyalty club members know they’re appreciated with this welcome email template.
Subject line: Welcome to [Program Name]! Your rewards start now
Body:
Hi [First Name],
Welcome to [Program name]. We’re excited to have you here!
As a new member, you’ll enjoy:
✨ Points on every purchase
✨ Exclusive members-only offers
✨ Early access to new products & events
✨ Special birthday rewards 🎂
It all starts today!
[CTA Button: View your rewards dashboard]
Thanks for choosing [Your Brand].
The [Your Brand] Team
Feeling inspired? Time to create your own welcome emails
Hopefully, these real-life welcome email examples have gotten your creative juices flowing. Whether you run a DTC brand, a local brick-and-mortar, or a service-based business, you can create a welcome email that surprises and delights your customers from the start.
Your welcome email ensures that your new connections have a positive first experience with your brand. From there, it’s easier for you to build momentum and turn your new subscribers into people who stick around and spread the word about your business.
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