16 welcome email examples + best practices for long-term engagement
MailerLite CEO Indre, enjoying the view.
You never get a second chance at a first impression, and nowhere is that more true than with your welcome email.
Welcome emails are the first step in building a long-lasting relationship with your subscribers. So roll out the red carpet and make your new subscribers feel at home on your email list!
In this guide, we’ll share welcome email best practices that create lasting first impressions. We'll show you exactly why they wow new subscribers, providing inspiring examples and high-converting subject lines for your own welcome email templates.
Let’s dive in!
What is a welcome email?
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 after subscribing. Welcome emails are usually automated emails, so that as soon as your subscriber signs up, you can begin developing your relationship with them.
Why welcome emails are essential
When someone subscribes to your newsletter, they expect to receive a welcome newsletter immediately—74% of people do, in fact. They’ll even visit their inboxes just to find it. Welcome emails are a critical component of email marketing, contributing to the success of your overall strategy.
They help with:
First impressions and engagement: Welcome emails set the tone for the relationship and engage new subscribers right away. On average, welcome emails get 4x the open rate and 5x the click rate compared to standard marketing emails.
Building trust and setting expectations: An authentic “thank you” and “welcome” builds trust between you and your subscriber, which lays the foundation for a long-term relationship. These emails also allow you to set clear expectations for future communications.
Brand reinforcement: Consistent branding in welcome newsletters can strengthen brand recognition and loyalty, and reinforce the brand’s identity and values.
Generating more revenue: Research shows that welcome emails generate on average up to 320% more revenue than other promotional emails.
16 best welcome email examples and best practices
1. Build a relationship with personalization
Using personalization in welcome emails can create a more engaging and memorable experience, thereby building a stronger connection between your brand and the subscriber.
👍 What’s good?
Beam welcomes new subscribers by name, establishing a human connection and making subscribers feel special, not like they’re just another number
The welcome email is simple with a clear CTA
👉 Tip: You can gather more information for personalization by adding custom fields to your signup forms or having multiple welcome sequences based on the page subscribers signed up on. You can also use an email preference center to allow subscribers to personalize their subscriptions with you.
2. Set expectations for your email campaigns
If your email campaigns don’t deliver on your promise (i.e. providing valuable content), your subscribers will feel cheated and most likely unsubscribe immediately.
👍 What’s good?
1000 Email Ideas includes a newsletter archive in their welcome email
New customers understand what they can expect from their future newsletters
👉 Tip: Your welcome email is your chance to build trust. When you establish how that relationship will play out the first time you interact, your new subscribers will be more receptive to your future emails. This will result in higher engagement and fewer spam complaints.
3. Introduce your social media channels
👍 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 new subscribers 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!
4. Use a video when you have a lot to say
👍 What’s good?
Beardbrand's welcome email is all about introducing new customers to the community
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
5. Sell the experience and not the product
👍 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 of using your product or service. This way new subscribers may be curious to connect the dots and try it for themselves.
6. Make emails interactive
👍 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!
👉 Tip: In MailerLite, you can use the survey or quiz block to embed an interactive survey or quiz right into your newsletter.
7. Inject a sense of urgency
👍 What’s good?
Glassdoor cuts to the chase by highlighting clear actionable steps to help you find a job now
Their 3-step process leads your eye to a clear CTA button 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, real-time welcome emails have significantly higher open, click and transaction rates than bulk welcomes.
The only way to send your new subscribers their welcome email in real-time is to create an automated email sequence. Although it sounds technical, automating emails with MailerLite is super easy. Get a huge head start by choosing a template from our automation template gallery.
8. Add your brand identity
👍 What’s good?
Super Mario makes this welcome email newsletter instantly recognizable!
The bundled perks are 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.
Create your first welcome email in minutes!
Design welcome emails that wow with our rich library of professionally designed email templates. Customize the content, design, branding, and everything else using our intuitive drag & drop editor.
9. Add an e-commerce storefront in your welcome emails
👍 What’s good?
Bring out the pina colada! 🍹 A lot is going on in this busy Ripples newsletter but their bright summer colors bring it all together nicely
The menu at the top of their welcome email seamlessly connects you with their online store landing page
10. Offer a welcome discount
Offering a discount to new email subscribers is a clever way to incentivize them to make their first purchase. By providing a discount code in your welcome email, you're showing your appreciation for their interest in your brand and giving them an extra nudge to hit “Checkout”.
👍 What’s good?
Their special offers and discount code make you feel privileged to be part of their email list (and give you an extra incentive to press “Buy now” on your next order)
The CTA immediately after the discount code entices readers to use the discount code right away
11. Offer preferences in the welcome email
👍 What’s good?
Groove uses a simple text email format and the message 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
12. Write inspirational subject lines
👍 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.
13. Always be positive (avoid negative phrasing)
👍 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.
14. Demonstrate how your product works
👍 What’s good?
Zapier uses helpful content marketing to guide their new subscribers in their welcome email
Their welcome series email contains a demonstration of their marketing automation platform, with actionable steps to get started
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.
15. Encourage readers to take specific actions
Whether you want subscribers to check out your products or services, follow you on social media, or sign up for your online course, a well-crafted CTA is how you guide your subscribers toward the next step in their journey with your brand.
👍 What’s good?
Chipotle uses their welcome CTA to encourage subscribers to add their city to their preferences, giving them an opportunity to send even more targeted emails
On top of the clear main CTA, they also include 3 mini CTAs to view the menu, find a store or order now
👉 Tip: Get creative with your CTA text. Generic phrases like “Shop now” and “Learn more” are overused and predictable. You need to speak directly to your audience if you want them to take action. Learn how to craft a winning CTA in our guide on how to create a call-to-action that works.
16. Run A/B tests to perfect your strategy
A/B testing your welcome emails can be a game-changer for your business. By comparing the performance of two different versions of your email, you can optimize your messaging, layout, and calls to action to improve engagement and conversion rates.
We run A/B tests on all sorts of campaigns, not just our welcome emails. In this example, we wanted to test if we should be including graphics at the beginning of our newsletters, or whether a plain text email was the way forward.
After running this A/B test, we learned that newsletters with images at the beginning generated a much higher click rate than those without.
In MailerLite, it’s easy to include A/B tests throughout your welcome email sequence with our new feature for A/B split testing in automations.
👉 Tip: A/B testing is a marathon, not a sprint. It’s important that you only test one element of your welcome email at a time, for example, your subject line or CTA. That way you get a clear insight into what changes directly affect your email metrics.
7 best welcome email templates
Crafting a great welcome email that makes a good first impression and engages subscribers is crucial for building strong customer relationships. To help you get started, we’ve created a selection of welcome email copy templates that you can copy and paste into your own welcome email designs.
We’ve covered various welcome email scenarios so you can find the one that best fits your business, whether you’re looking to reinforce your brand identity, share essential information, or guide subscribers toward an action.
1. New customers welcome promotion
A promotional welcome email campaign involves giving new customers a special offer or discount when they make a purchase and sign up to your newsletter.
This does 2 things:
1. Shows your appreciation and allows you to thank subscribers for joining with more than just words.
2. Increases conversions by providing an incentive to make a purchase or perform another desired action.
Here’s the template:
Subject line: Welcome to the [Company Name] newsletter 😍
Preheader: Here’s your [promotional offer/discount/gift].
Hi, [First Name].
Welcome to [Company Name]!
Thanks for subscribing to our newsletter and joining our community of [something relating to your business]. We’re so happy to have you.
As a token of our appreciation, here's a special welcome offer of [offer/discount/gift]. To claim your offer, simply enter the code [Promo code] at checkout when you make a purchase.
Looking for ideas? Check out some of our best-sellers!
[Block with best-selling items]
Bye for now!
The [Company Name] Team
P.S. Don't forget to follow us on [social media profiles] for exclusive offers and sneak peeks!
2. Welcome email for new client
Since new clients have already signed up for your service, your welcome email is your chance to solidify the relationship and strengthen your brand image.
Share company information, helpful resources, and other useful channels.
Subject: Welcome to [Company Name]. Check this out…
Preheader: Get the most out of our [service].
Hey, [First Name].
Welcome, and thanks for choosing [Company Name]! We’re so happy to have you join our thriving community. ❤️
[Company Name] began as a small company looking to improve [problem that your service solves] in a [benefit/selling point] way. We’ve since grown to over [enter number of employees/customers/offices] and, thanks to the support from clients just like you, we are developing new and exciting to serve you every day.
To get started with your new [service] and have the best experience, here are a few [guides/tutorials/other resources] you might find helpful:
[Links to resources]
If you have any questions or need help, you can always reach out to our friendly customer service team.
All the best,
The [Company Name] Team
3. Brand story template
Your customers and subscribers might enjoy your products, but it’s your brand that they’ll connect with. Your welcome email is the ideal place to introduce your company's mission, purpose, and values.
Subject line: Welcome to [Company Name]! Let’s get to know each other
Preheader: Learn more about our story, mission, and values.
Hi [First Name],
Welcome to the [Company Name] community! We think you're going to love it here. 🥰
By joining, you get access to exclusive offers and content not found anywhere else. But first, let us share our story.
At [Company Name], we believe in [sentence about core belief/mission]. Our exciting journey began in [founding year] with a simple goal: [initial purpose or vision].
We are driven by the principle of [expand on core belief]. By staying true to this, we deliver products you love while [result of following core belief].
We Love Our Customers! We rely on your feedback and genuinely enjoy hearing from you. Don't be shy! Send us a DM, tag us in a post, or reach out to support if you need help.
Our Core Values:
1. [Value 1]: [description]
2. [Value 2]: [description]
3. [Value 3]: [description]
We're so excited to have you with us on this journey! Stay tuned for [what they can expect].
Until next time,
[Name] from [Company Name]
[Position]
4. Onboarding email template
An onboarding welcome email template welcomes your new subscriber while guiding them toward next steps such as navigating your store, customizing their accounts, connecting with you via other channels, or redeeming a special offer or gift.
Subject line: Welcome to [Company Name]! Let’s get started
Preheader: Everything you need to know + a special gift!
Hey [First Name],
Welcome to [Company Name]!
Thanks for joining us! Whether you’re here to shop for the latest trends, discover unique items, or find a gift for someone special, we’re here to help!
Browse our best-sellers
Check out the most popular items in our store in the past month.
Shop now [button]
Head to the gift shop
Find gifts for all kinds of budgets in our carefully curated gift section.
To the gift shop [button]
Here’s a little something on us
To show our appreciation, here’s a special welcome gift just for you:
[Discount Code]
Enjoy [percentage] off your first order when you enter the code above at checkout!
Shop now [button]
Stay connected
Follow us on our social profiles to join the conversation and access more content and giveaways.
[Social media link 1]
[Social media link 2]
[Social media link 3]
Have any questions?
Our super-friendly customer support team is here to help. Contact us any time via email at [Contact Email] or between the hours of [Support Hours] on [Customer Support Phone Number] or live chat [Live Chat Link].
Thanks for choosing [Company Name]!
[Name]
[Position]
5. Weekly newsletter subscription template
A newsletter subscription is a valuable thing—subscribers are permitting you to contact them directly and it requires a certain level of trust to hand over their email address. Remind subscribers what they've signed up for, why they'll love it, and what kind of content they will receive to reinforce trust.
Subject line: You’re in! Thanks for signing up to [Newsletter Name]
Preheader: Welcome to our community, here’s what we’ve got in store for you.
Hey there!
We’re super excited to welcome you to [Newsletter Name]. Now you’re here, you’ll receive a curated selection of our best content, [topics/industry] updates, and special offers right in your inbox, every week.
What you’ll get from us 🎁:
Expert insights: Valuable knowledge from industry leaders and product experts
Practical tips: Actionable advice and tips to help [goal/skill/product use]
Exclusive content: Latest guides, interviews, thought pieces and more
Special offers: Exclusive discount codes, promotions, and giveaways
Why you’ll love our newsletter 💌:
Our weekly newsletter is lovingly created with you in mind. We follow industry trends and our subscribers’ interests to deliver content that is relevant, insightful, actionable, and exclusive.
Keep an eye on your inbox for our upcoming issue! In the meantime, check out these recent articles and guides:
[Article 1]
[Article 2]
[Article 3]
Until next time!
[Name]
[Position]
P.S. Follow us on our socials to join the conversation and access even more great content! [Social Links].
6. Product demo with video
If you sell a singular product, have introduced a new entry to your lineup, or have a best-selling item your customers love, you can further promote it with an embedded video in your welcome email.
It’s a great way to stand out in the inbox, visually promote your product’s features and benefits, demonstrate how to use it best, and share any other hacks and tips you have.
Subject line: Welcome to [Company Name]! Discover [Product Name]
Preheader: Watch our demo to learn more about [Product Name] and the tips and tricks for using it.
Welcome, [First Name]!
You’re now part of the [Company Name] gang and we couldn’t be happier to have you. To kick things off, we’ve included a special demo video to show you how [Product Name] can [Benefit/Goal of product].
Watch our product demo
[Embed video or thumbnail with URL]
We cover:
[Feature 1]
[Feature 2]
How to [use or perform specific task]
User tips and hacks to make [specific task/use] easier
Need more help?
No worries! We’re here for you. Contact our customer service team on the channels below:
[Support Channel 1]
[Support Channel 2]
[Support Channel 3]
Follow us here, there, and everywhere
Join the community and stay updated with the latest news, tips, and exclusive offers:
[Social Profile 1]
[Social Profile 2]
[Social Profile 3]
Thank you for choosing [Company Name]. We can’t wait for you to get started with [Product Name].
Warm regards,
The [Company Name] Team
7. Free trial template
If you’re offering a free trial, the goal of your welcome email is to help customers make the most of the product and convert them into paying customers.
Give them information about the features and benefits, and guide them on how to use the product for maximum effectiveness. You can also provide links to useful content and resources they’ll find helpful.
Subject Line: Your [Product Name] free trial is on the way!
Preheader: Here’s how to get the best [Goal/Results]
Hey [First Name]!
Welcome to [Company Name] and thanks for signing up for a free trial of [Product Name]. We think you'll love it, just like [Number of customers] happy customers!
[Real review from happy customer]
Here’s what to expect:
1. Your free trial is on the way. It’s being prepared right now and will be shipped to you within the next [Number of hours] hours. You’ll get a shipping notification with a tracking number soon.
2. Get started with [Product Name]. For best results, follow these [Instructions/Steps/Tips]”
[Include tips or steps]
3. Tell us what you think! Whether you enjoy our product or not, we want to hear your feedback! Every experience helps us to make [Product Name] even better.
Check out these video reviews and demos from our awesome customers for more ideas and inspiration:
[Video 1]
[Video 2]
[Video 3]
Feeling stuck? Don’t give up, get in touch!
Our friendly customer support team is available [Support hours] to assist with everything from getting started to the best ways to use [Product Name]. Please don’t hesitate to reach out if you need anything at all.
[Support Channel 1]
[Support Channel 2]
[Support Channel 3]
Keep an eye on your inbox for more tips and tricks as well as exclusive special offers and updates.
Best regards,
The [Company Name] Team
Key elements to include in a welcome email
Each component of your welcome email works together to create a positive and engaging first impression while enhancing customer satisfaction and priming subscribers to move through the customer journey. While remaining authentic and aiming to provide value, these are the key elements to include:
Clear subject line
If welcome emails provide the first impression of your brand, the welcome email subject line is the critical moment that determines the email’s fate. It directly influences the open rate and click-through rate (CTR).
You want your brand personality to shine through, but you must also be clear that the email is a welcoming message to kick off the relationship.
So, how do you write a high-impact email subject line?
Marketing emails with “welcome” in their subject line enjoy higher open rates and click-through rates.
Our data analysis of over 12,000 emails since 2017 shows that email marketing campaigns featuring a “welcome” subject line had a median open rate 55% higher and a median CTR almost 60% higher than those without.
6 welcome email subject line examples
| Subject line | Why it works |
|---|---|
| Welcome! Your 20% off code for your first purchase is inside | Offers a clear, immediate financial reward to drive the first sale) |
| Welcome to [Brand Name], here’s the item we think you’ll love | Uses an immediate, personalized recommendation to guide the first interaction |
| Welcome! Meet our best-selling collection (and grab a discount) | Highlights popular items combined with a clear benefit |
| Welcome to [Software Name]: Start your first project in 3 simple steps | Simplifies the setup process by promising a clear, brief guide to activation |
| Welcome! Get started with our quick-win template for [key task] | Offers a practical, ready-to-use tool to help the subscriber achieve their first success |
| Welcome to the community! See how your subscription makes a difference | Connects the subscriber to the broader purpose or impact of the organization |
| Welcome! Here’s a look at what you can expect from us | Clearly outlines the content and frequency of future communications to reduce unsubscribes |
All of these subject lines do a good job of establishing a welcome message while adding something extra to describe the content in the email body. For more inspiration, check out our guide on How to write the best subject lines to boost open rates.
Personalized greeting and thank you message
Personalization helps to create a connection with the subscriber while also making the message stand out in the inbox. Using subscribers’ first names in your greeting helps you to show your brand personality and foster a more human-to-human connection, moving beyond a simple business transaction.
Including a thank you message shows appreciation for the customer’s purchase or newsletter subscription, reinforcing that you value their interest and loyalty.
Incentives to stay subscribed
Discount codes and special gifts are great incentives to encourage subscribers to stay engaged and keep opening your emails. But, an incentive doesn’t have to be a freebie or discount, your content should incentivize people to stay subscribed too!
Showcase the types of content subscribers will receive and highlight the benefit of remaining subscribed. If your content is valuable, relevant, and solves their pain points, they will eagerly anticipate your newsletter, driving high long-term engagement.
Brand presentation
Introduce your brand and share what makes it unique. Tell your story, share your mission and values, and don’t be afraid to be human. The more authentic your brand experience, the more subscribers will connect with it, which will lead to increased brand loyalty and stronger customer relationships.
Links to resources
Provide links to valuable resources that can help your subscribers and customers learn more about your products and get the most out of them. Doing so will lead to more sales, improved customer satisfaction, and increased brand trust.
Some resources you might want to include are:
Customer support channels
Blog articles
Knowledge base articles
Online communities
Social media profiles
Video demonstrations or reviews
Infographics
Special offers
Including special offers is an effective way to turn your subscribers into customers. Share offers such as limited-time discounts, free trials, special gifts, priority access to a promotion, or invitations to an upcoming event.
Be clear about how the subscriber can redeem the offer with uncomplicated steps and transparent terms and conditions.
Call to action (CTA)
Since welcome emails have much higher open rates than other types of emails, they provide an excellent opportunity for conversions. It is highly recommended to include a compelling CTA that directs subscribers toward a specific, desired action, such as making a purchase, visiting a key landing page, or engaging with your latest content.
Building a welcome email automation sequence
A single welcome email is a good start, but you don't have to stop there.
By creating a series of welcome emails, you can take subscribers on a journey, sharing valuable information and gradually moving them closer to a purchase decision.
You can use the welcome series to further educate subscribers about your products or services, offer more exclusive deals or discounts, deliver lead magnets, and showcase your brand personality.
By doing so, you're not only making a great first impression, but you're also nurturing your subscribers, building trust with potential customers, and setting the stage for a long-term relationship.
Take a look at this advanced welcome email automation workflow template you can find on MailerLite.
This template allows you to go beyond a simple welcome email by inviting subscribers to choose their preferences and sending promotional emails to probe their interests. People who use a template like this are going to have way more targeting power over the ones who send a single welcome email.
How to set up a welcome newsletter automation
Getting started with a welcome email automation is easier than it looks—we promise!
Check out this tutorial to learn how to:
Build a welcome series from scratch
Create and design the first email
Add delays and set up conditions for opens and re-sends
Add follow-up emails
Activate and test your automation
The best time to trigger a welcome email automation
The first email of your welcome email automation should be triggered immediately after your subscriber signs up. If you use double opt-in, send the email the moment the subscriber confirms their address.
It’s important to send your welcome email right away because the subscriber is likely expecting it. Plus, if you offer an incentive, such as a discount code, they might be waiting for it to make a purchase. If you wait more than a few minutes, they could get frustrated, move on, or simply forget about your brand.
How many emails to include in a welcome series
There isn’t really a fixed answer to this. Rather, it depends on your brand, your offering, and the types of content you’re going to share. The main point is to provide value and not overdo it.
Start by experimenting with 2–3 emails. A good series often includes:
The initial welcome message with any special gifts or discounts
Your brand story and mission
Your product’s features and benefits, along with customer stories or reviews
Time to create your own welcome email!
Whether you're a small business or a multinational enterprise, starting your subscriber journey with a warm welcome email is the first step to a great customer journey.
After seeing these welcome email examples, I bet you're motivated to start creating your own welcome email! And guess what? It's super easy with MailerLite.
Our drag & drop editors for newsletters and email automation templates make it simple to include these best email marketing practices in your campaigns.
Create your first welcome email!
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