Jonas from MailerLite

Jonas15 min readTips and resourcesJuly 6, 2020

15 best welcome email examples for new subscribers

15 best welcome email examples for new subscribers

Have you heard the saying "You never get a second chance at a first impression?" Well, that couldn't be truer than with welcome emails.

A welcome email is the first email you send to new subscribers, customers or users. It's your chance to let them know more about you, your business and what they can expect.  

Welcome email newsletters are the first step in building a long-lasting relationship with your subscribers. So give them a good reason not to click unsubscribe!

And welcome email statistics are powerful. On average, welcome email campaigns enjoy 4x the open rate and 5x the click-through rate over a standard email marketing campaign.

Are you getting the most out of your welcome emails?

In this post, we'll share welcome email best practices by showing you 15 best welcome email examples that create a lasting first impression and compel subscribers with a strong call to action.

Along the way, we’ll explain why they WOW new subscribers and suggest some welcome email ideas that you can apply to your email marketing strategy. 

Then we’ll finish with how welcome email subject lines can make a difference between a ho-hum welcome email campaign and a winning one.

Additional reading

Want to read more about welcome emails and how they're used elsewhere?

1. Set the right expectations for your email marketing campaign and deliver

Birchbox welcome email example green and grey background

If you don’t deliver on your promise, your subscriber will feel cheated and most likely unsubscribe immediately.

👍  What’s good?

  • Birchbox establishes rapport by acknowledging the new relationship
  • New customers understand what they can expect from their future newsletters

👉  Tip: Your welcome email is like a first date. It’s your chance to build trust. When you establish how that relationship will play out, your new subscribers will be more receptive to your future emails, resulting in higher engagement and fewer spam complaints.

2. Introduce subscribers to your social media channels

CB2 welcome email example orange chair on white background

👍  What’s good?

  • CB2 explains what new members will enjoy from their email newsletters
  • The CTA focuses on getting their new customers on social media
  • Connecting with them online builds up social proof and, in turn, attracts new customers

👉  Tip: Instead of starting with the hard sell, deepen the relationship by inviting them to connect on social media. They’ll get to experience another side of your brand and learn more about your values.

Fostering a community of email subscribers and growing your email list is a process that requires more than one channel. The powerful synergy of email marketing and social proof helps build stronger relationships!

3. Use a video for email marketing when you have a lot to say

Beardbrand welcome email example bearded gentlemen on a wallpaper background

👍  What’s good?

  • Beardbrand is all about introducing new customers to the community
  • So rather than create a long welcome email newsletter explaining their values, they added a link to a video that covers all they want to say

👉  Tip: Welcome emails should be short. While the rule of thumb is to keep it around 100 words, you can probably get away with 200 if you break up the text with images and offers.

4. Sell the experience with email marketing and not the product

King Arthur Flour welcome email example hands kneading dough

👍  What’s good?

  • King Arthur Flour welcomes you into their community as a fellow baker
  • There’s not a single bag of flour in sight! Instead, they sell the raw emotion and satisfaction of creating something from scratch

👉  Tip: You don’t always have to feature your product prominently in your welcome email. Sometimes it’s better to focus on the benefits or experience from using your product or service. This way new subscribers may be curious to connect the dots and try it for themselves.

5. Make email marketing interactive by engaging your new subscribers 

Pelaton welcome email example fitness instructors on white background

👍  What’s good?

  • Peloton's first email immediately engages you with photos of their instructors
  • Their fitness wear reinforces the high energy workouts that you signed up for, remember?
  • You're prompted to take a quiz to find your perfect coach—and start pedaling!

6. Inject a sense of urgency in your email marketing campaign

Glassdoor welcome email example people discussing in front of a glass door

👍  What’s good?

  • Glassdoor cuts to the chase with clear actionable steps to find a job now
  • Their 3-step process leads your eye to a single CTA: to contribute to their pool of employer and interview reviews

👉  Tip: When someone subscribes to an email list, they expect to receive a welcome email immediately. 

In fact, welcome emails sent in real-time can lead to more than 10x the transaction rates and revenue per email over batched welcome mailings!

The only way to send your new subscribers their welcome email in real-time is to create an automation.  Although it sounds technical, automating emails with MailerLite is not complicated at all as this video shows.

7. Add your brand identity to the email marketing campaign

Nintendo welcome email example Super Mario

👍  What’s good?

  • Super Mario makes this welcome email newsletter instantly recognizable!
  • The bundled perks is enough to warm the heart of any Nintendo fan
  • Nintendo’s use of colors, icons and tone of voice communicate their unique brand

👉  Tip: Your new subscribers are receiving dozens of emails every day. When you establish a distinct look in your first email, your subscribers will know exactly what to look for in future emails.

8. Show your uniqueness in your email marketing messages

PrettyLittleThing welcome email example unicorns on pink background

👍  What’s good?

  • PrettyLitteThing immediately feels like your BFF with their sassy headline, pink unicorns and lingo
  • They nail it perfectly by speaking and appealing to their target audience

👉  Tip: Use colors, images and words in your welcome email design that your target audience can instantly identify with.

Create your first welcome email in minutes!

Inspired so far? Start designing your very own welcome email that WOWs using our intuitive drag & drop editor.

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9. Put an e-commerce storefront in your email marketing efforts

Ripples welcome email example girl floating in a pool

👍  What’s good?

  • Bring out the pina colada! 🍹 A lot is going in this busy Ripples newsletter but their bright summer colors bring it all together nicely
  • Their special offers and discount code make you feel privileged to be part of their email list
  • The menu at the top of their welcome email seamlessly connects you with their online store landing page

10. Give a distinct personality to your email marketing messages

Lovely Notes welcome email example cartoon purple background

👍  What’s good?

  • Lovely Notes starts with a heartfelt note from the founders
  • New users are reminded about what they signed up for by cleverly including the product in the onboarding email
  • A whimsical welcome email design gives this effective welcome email a distinct personality

11. Let your readers select their preferences for a welcome email series

Groove welcome email example plain text email

👍  What’s good?

  • Groove uses a simple text email format and it feels like it was written just for you
  • New users are given a chance to pick the type of email content that they're interested in for the email series

👉 Tip: The more personal you make your welcome emails, the more engagement you'll get. But personalizing welcome emails goes beyond just using your name and your subscriber's name.

Make your emails more personal by integrating your subscriber data into your welcome email.

For example, if your signup form included fields for their interests, you can use that information within your welcome emails. When the subscriber sees that you know something about them, they will look forward to hearing what you have to say.

You can personalize your emails in MailerLite by using the custom fields feature

But what if you don't have any data to kickstart personalization of your welcome emails? No problem. Just use the welcome email itself to get more valuable information from your email subscribers by simply letting them select their email preferences.

12. Use humor in a good way for your email marketing strategy

Videofruit welcome email example text email with funny GIF

👍  What’s good?

  • Videofruit sends a simple text email that could easily be from a good friend
  • It doubles up as a confirmation email for something that was opted-in earlier
  • Bryan signs off with a funny GIF to showcase his company’s quirky personality

👉  Tip: Humor is an unexpected tactic. When done correctly it’ll put a smile on your readers’ faces!

13. Use a powerful subject line for higher email open rates

Memberful welcome email example email with emojis

👍  What’s good?

  • Memberful sits in your inbox with a purposeful and simple subject line
  • The email’s helpful tone and voice speaks directly to you
  • They’re humble and even willing to suggest another solution for your needs!

👉  Tip: A controlled sprinkling of emojis helps to break the monotony of a welcome email.

14. Start your onboarding emails with a positive subject line

TradeGecko welcome email example bright green colours

👍  What’s good?

  • TradeGecko starts on a positive note from the get-go
  • New users are ushered along the onboarding process with dry wit and humor

👉  Tip: Consistent use of a single color in your welcome email reinforces your brand image.

15. Demonstrate the product in your email marketing campaign

HubSpot welcome email example illustrations on white background

👍  What’s good?

  • HubSpot hits a few targets with their content marketing email
  • Their welcome series email is actually a demonstration of their marketing automation platform
  • They maximize the email’s conversion rate by cleverly inserting a subtle CTA at the end

👉  Tip: Where possible, use your product to send the welcome email and you’ll instantly earn a lot of credibility for it.

We've got many more examples

Browse our email newsletter design gallery to see how MailerLite customers create their own newsletters.

You have a lot riding on your welcome email, so take some extra time to get the subject line just right. You want your personality to shine through, but at the same time, you want to be clear that the email is a welcome message to kick off something special.

So, how do you write an email subject line that WOWs like these welcome email examples?

Marketing emails with “welcome” in their subject line enjoy higher open rates and click-through rates.

We wondered about the effect of including “welcome” in the subject line of a welcome email newsletter. To satisfy our curiosity, we analyzed our data all the way back to 2017 or about 12,000 emails in all.

Not surprisingly, email marketing campaigns that featured a “welcome” subject line enjoyed a median open rate 55% higher than those without. And their median CTR was almost 60% higher!

So, here’s a pro tip: put “welcome” in your subject line for a start.

Next, we analyzed several successful subject lines and noticed a common structure.

A welcome email subject line that WOWs has two parts – the welcome greeting + something special.

The something special part of the subject line can be anything that invites the reader’s interest. Perhaps, an incentive, a personal message or something that creates curiosity or urgency. 

Subject line #1: Welcome to TULA! Enjoy 20% off your first purchase.

TULA uses an incentive to create interest. Offering a promotion or coupon is one of the most effective ways to improve open rates.

Subject line #2: Welcome to Holland & Barrett… Let’s get to know each other

Holland & Barrett follow up their welcome message with an invitation to share personal details. It’s unclear how they will do it, which is why you’ll open the email to see.

Subject line #3: Hi Dave, it's Thue from KISSmetrics

KISSmetrics combines its welcome message with a personal touch. This subject line uses both the sender and the recipient's real name.

Subject line #4: You’re In. Welcome to Adidas

Adidas augments their welcome message with an acknowledgment that the recipient is now included in a special community.

Subject line #5: Welcome to the SEMrush family!

SEMrush’s welcome message adds a warm sentiment without getting too personal. This approach lets the recipient know that it treats every subscriber like a part of the family.

Subject line #6: Welcome! How can I make Indie Hackers more helpful to You?

Indie Hackers wants to help you. By asking a question in the subject line, the reader will open the email if they want to answer it.

Subject line #7: Welcome to my inner circle. Here's where to start

Syed Balkhi
 of OptinMonster takes an inclusive approach with a promise of insider information and advice. He follows the welcome message with a CTA.

Subject line #8: Welcome! What this says about you.

Nerd Marketing piques curiosity by explaining that signing up with them means something about you. What could it be? You’ll have to open to find out.

Subject line #9: Welcome to AdWords. Potential customers are waiting for you

Google uses a straightforward message, but it’s exactly what people who signed up for AdWords want to hear.

Subject line #10: Welcome to Sally’s Secrets: Baking Made Easy!

Sally's Baking Addiction invites you to open her email and learn about her baking secrets.

All of these subject lines do a good job establishing a welcome message while adding something a little extra to describe the email content.

Remember to test your subject lines

We’ve written a guide about email subject lines best practices that you can apply to your welcome emails, but we also recommend testing your subject line ideas to see what works best. As this video shows, MailerLite provides a specific setting to test subject lines in the A/B split testing feature.

There’s no perfect subject line, but there are good, better and best subject lines. Try a bunch of approaches and test them to see which one gives you a better than average open rate.

After seeing these 15 welcome email examples, I bet you're motivated to start creating your own welcome email! It's super easy with MailerLite if you haven't tried it before. 

Our drag & drop editors for newsletters and automation workflows make it simple to include these best email marketing practices in your campaigns.

Create your first welcome email!

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And now, let's wrap up our blog post about the best welcome email examples out there.

When it comes to a welcome email newsletter, don’t just lay out the welcome mat. Roll out the red carpet! And follow the key takeaways from these email marketing best practices and ideas. 

Welcome emails can solidify long-term relationships.

Your welcome email is the first step to truly connecting with your audience and sets the tone for your entire relationship.

Like these best welcome email examples, make sure you deliver on your promises, show your values and personality, and use personalization and automation to increase engagement rates.

And don’t forget to WOW them with your welcome email subject lines!

Do you send a warm welcome email? If yes, what do you say in it? Share in the comments below.

Jonas Fischer

I'm Jonas, Content Manager at MailerLite. I’m not the 4th Jonas Brother, but I do write content (which is similar to being a teen heartthrob). After writing for a bunch of companies over the years, I discovered my professional passion—helping add some humanity to B2B marketing. Email is the perfect place to start!