What are welcome emails?
A welcome email is the first email you send to new subscribers or customers after they join your email list. It introduces your offerings, showcases relevant products or services, and guides them on the next steps, such as visiting your online store or making a purchase.
These emails often start with a warm greeting or a thank-you note for subscribing or signing up and may include incentives such as a discount code or useful content to get them started.
Some people also send a series of welcome emails instead of just one. These are known as welcome email sequences. We’ll read more about them later in this article.
When to send welcome emails?
You should send a welcome email within a few minutes of your subscribers signing up. It's because you are on top of their minds, and an immediate email will reinforce your brand, get them to open your email, and increase the chances of them taking action, be it asking for a reply or tagging your emails as not spam.
How many welcome emails should you send?
We recommend having at least 3-4 welcome emails in your email sequence. The first email could be to welcome your customer and the following emails could give an overview of your brand and build credibility and trust.
Why should you send welcome emails?
Welcome emails present many opportunities, from improving your email metrics to building a strong foundation with your new subscribers. Here are some of the major benefits you will see using welcome emails.
1. Make a great first impression: A well-crafted welcome email sets the tone for your brand. It’s your chance to greet new subscribers warmly, establish a professional image, and show them what makes your business unique right from the start.
2. Increase open and click rates: As per Bluecore 2022 Benchmark report, welcome email has the highest open and click rate of 46.72% and 11.27% respectively compared to other emails such as an abandoned cart, back in stock, etc.
Additionally, you can use this opportunity to ask recipients to add your email to their trusted sender list, which helps keep your future emails out of the spam folder, thus improving deliverability.
3. Encourage higher conversions and sales: A welcome email can earn 320% more revenue than a typical promotional email. This is because they’re already interested in your brand and so including incentives like discount codes or exclusive offers in a welcome email can nudge new subscribers toward making their first purchase, helping turn interest into immediate sales.
How to create a compelling welcome email
To get your welcome email right, you need to strike a balance between delivering useful information and prompting action. Let’s look at the step-by-step guide to craft the perfect welcome email.
1. Set a clear objective
Before writing, define what you want your welcome email to achieve. Is it about introducing your brand, encouraging the first purchase, building social engagement, or simply making the user feel appreciated? This will influence the tone, format, and content of the email.
For instance, an ecommerce brand might spotlight a limited-time offer exclusively for new users, while a SaaS company would guide new users to complete their profile.
2. Craft an attention-grabbing subject line
The subject line aims to engage your customers even before the emails do. Keep it brief, compelling, and true to your brand voice.
To boost open rates, include elements of personalization, urgency, or intrigue. Here are a few examples:
“Welcome to (Brand Name). Here’s something special!”
“Glad you’re here! Let’s get started”
“A little gift to kick things off 🎁”
“Welcome aboard - your journey begins now”
“Just joined? Let’s make it official!”
If you’re looking for more subject line inspirations, you can use Mailmodo’s email subject line generator!
3. Write an engaging email copy
Your email copy will be defined by the goal of the email or what you want to achieve with that email. So you would either be welcoming them, educating or asking them to take action. Either way, keep your copy concise, clear, and easy to understand.
You can also use interactive elements or widgets within your email to make them more interesting.
4. Use personalization
Make the welcome email about them to make them feel important. Use personalization to address them by their first name and mention their recent activity, whether they signed up or made a purchase. Personal touches help create a more genuine and engaging experience.
5. Wrap up with a strong CTA
End your email with a clear, action-driven CTA. Phrases like “Start Shopping,” “Explore Now,” or “Get My Offer” should be easy to spot and encourage users to move forward. A well-designed CTA helps drive clicks and conversions.
Welcome email series example
Here's a hypothetical welcome email series example for when someone signs up for your company's newsletter:
Email 1: Thank you email
Welcome new subscribers by thanking them for signing up. In this email, you can give an overview of what the recipient can expect over the next few days, how many emails you will send, etc.
Also, ask them to add your emails to their contact list so that your emails land in their inbox every time.
Leave with a CTA. Often, it's about asking them to hit reply or check out some of your archives.
Email 2: Share your story and values
Send this email the next day of the welcome email. The aim is to give users an overview of where you come from, what you stand for, and what you want to achieve.
Email 3: Ask about their preferences
This email is about getting to know your subscribers better. You can ask them to share their preference by replying to your email or create a preference center and lead them there.
Another frictionless way to collect your user's preference is to embed an AMP email form inside the email. Using AMP email forms gives them a chance to fill in their preferences without going to a new tab. This form eliminates the friction in the submission process and creates a hassle-free customer experience.
Email 4: Share social proof to boost trust
Talk about what other subscribers are saying about your brand's newsletter. Add screenshots and customer testimonials and, if possible, add those people's images to create a connection.
Remember that this is one of many possible welcome email flows you can build. This is an example to give you an idea of how to create one.
Also, get a sneak peek into our SaaS email flows here 👇🏼
10 Welcome email examples to inspire you
Here is a list of some of the best welcome emails to engage new customers.
1. Share your brand story
Siete, a beloved food brand known for its grain-free Mexican-American products, uses its welcome email to share the heartfelt family story behind the brand. By emphasizing inclusivity, dietary consciousness, and the core message “Juntos es Mejor” (Together is Better), Siete builds trust and emotional connection from the first touchpoint.
Why did we like this email?
Warm storytelling that reflects family values
Emphasis on inclusivity and wellness
Clear cultural identity without alienating others
Personal and welcoming tone
Strong alignment between brand mission and message
2. Welcome and share useful resources
In the B2B space, you can share useful resources if someone signs up for your brand newsletter. This will show your work to them, and it can also help them learn more about your industry.
Why did we like this email?
SIngle-column left-signed layout
Minimal light color theme
Clear call-to-action
Exclusive freebies making them feel special
Customize this newsletter welcome email.
3. Give an overview of your product's features
An overview of your product's features is one of the best ways to hook new users and nudge them to try it immediately. I have seen many B2B SaaS welcome emails talking about their product and which feature to try first. So, use these tactics in your welcome email to familiarize new users with your product/services.
Why did we like this email?
Interactive AMP email form
Color scheme is consistent with the brand
Visual imagery gives a sneak peek into the product
Clear call-to-action
Check out this B2B welcome email.
4. Talk about what they can expect and collect preferences
What catches attention in this email is the color-wise division of sections that talk about a specific thing. The first section welcomes users, and the second briefly explains what the future email will contain.
The last two sections are made interactive using AMP for email so that users can give answers without leaving their inboxes. This email is also a good example of collecting subscribers' feedback and references to send them more target emails in the future.
Why did we like this email?
Customize this subscription confirmation email.
5. Share a coupon code with new subscribers
This email tells subscribers what they can expect from REI emails and nudges them to manage their preferences. This will do two things: One, it can reduce the unsubscribe rate by asking users to choose emails they really want; secondly, it will create a positive brand image that you care about the subscriber's privacy.
Another major highlight is they share a special discount for the new users, which is a great tactic to bring conversions.
Why did we like this email?
Even though the email looks good overall, I think I would change the first two CTAs to lead users to the same page. So, instead of having two CTAs there, one would suffice. It will reduce the number of CTAs and avoid confusion as the first two CTA and copy in those sections point to the same action.
Fortnum & Mason’s welcome email is as delightful as their brand, inviting new subscribers into a whimsical world of luxury through vibrant visuals and clever copy. The email captures the brand’s heritage while keeping things playful and engaging.
Why did we like this email?
Eye-catching hot air balloon graphic that reflects brand charm
Clever copy like “We save hot air for our balloon” adds personality
Clear call to action (“Explore”) to drive engagement
Social proof via #Fortnums and icons for community interaction
Delivery options clearly outlined to reduce purchase friction
7. Bundle up the goodies for a warm welcome
Ritual, a trusted vitamin and supplement brand, uses its welcome email to offer a $10 discount on curated bundles, giving subscribers a reason to shop right away. The layout clearly segments options by category (men, women, bundles), helping users quickly find what suits them.
Why did we like this email?
Straightforward CTA: “Shop Bundles”
A simple explanation of how the discount applies
Easy-to-navigate layout by product category
Strong incentive to boost first-time purchase value
8. Say thank you
Ember Wellness’s welcome email is a great example of a DTC (direct-to-consumer) brand using simplicity and gratitude to connect with new subscribers. The message is short and warm, offering a 10% discount with the code “SIGNUP” and showcasing a few hero products without overwhelming the reader.
Why did we like this email?
Clean, minimal design with a single-column layout
Opens with a heartfelt “thank you” to build rapport
Highlights bestsellers (Konjac Sponge and Heart Gua Sha) to introduce the product range
Clear, easy-to-use discount offer to prompt immediate action
Balanced product promotion and brand introduction without clutter
9. Invite them to follow you
Ban.do’s welcome email perfectly reflects its playful brand personality while encouraging subscribers to connect on social media. Alongside a 10% discount, the email highlights their Instagram handle and adds quirky copy to make the message memorable and on-brand.
Why did we like this email?
Fun, lighthearted copy that matches the brand’s voice
Direct social media CTA (“@SHOPBANDO”) to drive Instagram engagement
Clean single-color design that aligns with Ban.do’s aesthetic.
Subtle humor (“maybe a dancing cat here and there”) adds charm
A balanced mix of value (discount) and personality (tone & style)
10. Add a personal note in your welcome emails
The pictures of the founder and co-founder and a personal note from us grabbed our attention. Not only does it build an instant connection with the inclusion of the images, but it also feels more human.
Furthermore, categorizing what's included if they join an overview to the reader.
Why did we like this email?
Single-column layout, making it easy to read
Color scheme is consistent with the brand
Social proof towards the end
A single ad prominent call to action
Want inspiration for your welcome emails? Check out our template library of 200+ emails fully customizable and has loads of interactive widgets to choose from.
Why do welcome emails have higher unsubscribes?
We mentioned that welcome emails have the highest open and engagement rates. But they also have a higher unsubscribe rate.
The major reason is users who have signed up to get exclusive deals or incentives might not be interested in receiving your emails. They are interested in getting that deal. So, they'll unsubscribe after your email has served their intent for signing up.
On one side, this is a good thing as you want only the most interested people in your email list to maintain the email list hygiene. So, if users are unsubscribing, it reflects that they weren't interested in your emails.
But you shouldn't just let these users go without even trying. You can offer them exclusive deals or show product recommendations to give them a reason to stay. But, keep only those users with higher intent to be on your email list.
Best practices for welcome email campaigns
You will benefit from welcome emails only if you follow the best practices. Some of the best practices we recommend are as follows:
Ask subscribers to respond to your email to build trust and improve email deliverability.
Suggest related categories or products to drive engagement and cross-sell opportunities.
Personalize welcome emails based on the user's signup source to create a more relevant experience.
Regularly update your welcome emails to reflect current design trends and seasonal relevance.
Way forward
You never get to make the first impression again, so make it worthwhile by sending them compelling and personalized welcome emails. Put your heart into your welcome emails and make the recipient feel special.
The next step in the nurturing journey can be to keep them informed about what's happening within the industry or with your brand. So, send them relevant and necessary product updates and promotional emails to stay on top of their mind.
