Dollar for dollar, email marketing is one of the most effective channels at your disposal. The right email marketing strategy can increase sales, strengthen relationships, and convert browsers into buyers.
Whether it’s with an engaging newsletter or a persuasive abandoned cart message, email lets you continue the conversation after visitors leave your website.
That’s why the first email you send is super important. Welcome emails leave an impression and set the tone for future communications. Keep reading to learn everything you need to know about formatting, writing, and sending the perfect welcome email, or skip to this roundup of 21 standout email examples.
What is a welcome email?
A welcome email is the first message sent to new subscribers, customers, or users to introduce them to a brand, service, or community. Often including a warm greeting, essential information, and a call to action (CTA), welcome emails set the tone for future interactions. Frequently they feature discount codes, onboarding instructions, or links to helpful resources.
Why welcome emails are important
- They make a good impression. A welcome email is often the first communication a new subscriber receives. It sets the tone for the relationship and helps subscribers feel valued.
- They take advantage of high engagement. Welcome emails have significantly higher open rates—around 56%—compared to regular marketing emails.
- They build trust early. A well-crafted welcome email helps establish credibility and trust with new subscribers. It reassures them they made a good choice by signing up and encourages them to explore your brand.
- They increase conversion rates. Welcome emails can lead to higher conversion rates, with the typical rate just over 2% (and sometimes as high as 57%!).Compare this with average conversion rates below 1% for regular emails in most industries.
- They encourage further interaction. Welcome emails often include links to social media channels, special offers, or additional resources that encourage subscribers to continue engaging.
10 best welcome email examples
Here are 10 recent examples of great welcome emails from a range of businesses. They show how to personalize emails, tell engaging stories, and use language to communicate brand values. Use them to inform your content.
Remember to note the email’s subject line—the first interaction with subscribers.
- Alo Yoga
- Typology
- Babylist
- Better Packaging Co.
- Thigh society
- Reformation
- Pleasures
- Yellowbird
- Jacumba Hot Springs Hotel
- Buoy
1. Alo Yoga
Subject line: “Welcome to Alo”
Promo codes are common in welcome emails; small discounts welcome and incentivize website visitors to join your email list.
This welcome email from athleisure brand Alo Yoga includes a witty discount code displayed within a large CTA button. The button leads to a dedicated product page for first-time shoppers, showcasing some of the brand’s most popular items.
To personalize its welcome email, Alo asks customers for their clothing preferences during sign-up. It also offers an extra discount for people who provide their phone number.
This email’s subject line isn’t the catchiest, but its clear and clickable call to action stands out, effectively guiding customers to Alo’s website.
2. Typology
Subject line: “Typology skin diagnosis: your skin diagnostic results are available”
This welcome email gets triggered when first-time website visitors complete Typology’s skin care diagnostic test. The simple call to action encourages readers to revisit the website and shop personalized product recommendations.
While the welcome email isn’t personalized, the CTA indicates that linked content has been prepared specially for the reader—a smart way to provide a tailored shopping experience.
By borrowing medical language, the email subject line also creates an official tone that compels readers to open.
3. Babylist
Subject line: “Welcome to Babylist, [Name]”
Studies suggest that including a subscriber’s name in the subject line makes them more likely to open the email. This welcome message from the baby registry website Babylist employs this tactic alongside other personalized elements.
After a brightly colored CTA inviting readers to continue building their registry comes a visual explanation of the service; the email ends with a personalized congratulatory message.
If the reader clicks through to the website, they’ll find a 15% discount code that becomes active 60 days before their expected due date. Babylist uses this information, collected during sign-up, to put a personal spin on a first-purchase promo code.
4. Better Packaging Co.
Subject line: “Hello from Better Packaging!”
Personalizing your email goes beyond using the reader’s name. The tone of your copywriting can also convey warmth and welcome.
Take this example from packaging company Better Packaging Co.:
Written in an everyday voice, the email explains the brand’s mission and casually mentions a popular product. It signs off with first names and a photo, allowing readers to connect faces to the words.
Even if you choose not to personalize your email with automations, you can give your message a personal touch with careful word choice. Be friendly, use relatable language, and address the reader directly (use “I,” “we,” and “you”).
Better Packaging’s welcome email is also a good reminder that personal language isn’t just for direct-to-consumer brands. Business owners and B2B buyers also appreciate a personal approach.
5. Thigh Society
Subject line: “You’re gonna love it here”
A welcome is also an opportunity to get creative with your copywriting. Here, shorts brand Thigh Society uses playful puns to express the concept of subscribers joining an exclusive club or society:
Product details masquerade as “Thigh Society rules,” while a thank you message contrasts the exclusivity of a members club with the inclusivity of the brand’s product range.
Consider what creative concepts you could use to describe your brand and consumer experience. If you have a customer loyalty program, a welcome email is also a good place to introduce its perks.
6. Reformation
Subject line: “HI, WE’RE REFORMATION”
Good brand storytelling is about selecting the right details to share. The goal is to paint an engaging and attractive picture of your brand without overwhelming or boring the reader.
A welcome email is a prime opportunity to say more about your brand, products, or services. However, like any good introduction, it’s important not to overshare.
Sustainable clothing brand Reformation conveys its brand story concisely in this welcome email:
In three succinct sentences (alongside fitting product photography), readers get a sense of what makes Reformation unique. The brand comes across as trendy and eye-catching.
Clicking on the links or images in the email leads readers to in-depth brand storytelling content on Reformation’s website.
7. Pleasures
Subject line: “Enjoy PLEASURES”
Most welcome email designs match a business’s brand and website. But why stop at fonts and colors? This welcome email example from ’90s-inspired apparel store Pleasures shows how you can infuse every pixel of your email with your brand identity:
The email embraces a retro Windows OS aesthetic, complete with pixelated images and old-school toolbars.
Despite the focus on branding, the message still features standard welcome email elements such as a discount code, company bio, and a link to the online store.
The surprise welcome playlist is a joyful call to action that’s likely to increase the time readers spend interacting with the brand.
8. Yellowbird
Subject line: “Your inbox just got a little hotter 🌶”
Hot sauce company Yellowbird applies its branding across its entire welcome message.
The black-outlined font and illustrations on the brand’s signature yellow background lend the email a homemade feel. Likewise, the casual tone—“Farm-fresh, no-bullshit ingredients. You in???”—expresses authenticity.
As readers scroll, they encounter animated product images designed to hold their attention. A CTA directing to the relevant product detail page accompanies each image.
Incorporating simple animated elements, like GIFs, adds interactivity to emails.
9. Jacumba Hot Springs Hotel
Subject line: “Thank you kindly for signing up”
Sometimes, all readers need is a quick hello, acknowledging they’ve interacted with your brand and trusted you with their email address.
Take a look at this simple, two-tone example from Jacumba Hot Springs Hotel:
When readers haven’t shown clear intent to purchase, sending a sales-focused email can appear pushy. Instead, the copywriting here assures subscribers their time is valued and that their inboxes won’t be flooded with unwanted sales material.
10. Buoy
Subject line: “Welcome to our hydration family 💙”
If your brand specializes in a single or limited range of products, sometimes highlighting your product is the most effective introduction.
Content that showcases your product can make for a persuasive welcome email—like this one from supplement company Buoy:
The image, which serves as the email’s background, depicts an ideal use case with a refreshing iced coffee.
An animated scrolling bar of product features maintains visual interest and efficiently shares product details. At the top, a generous discount and money-back guarantee give readers a reason to buy.
How to write a welcome email
It’s worth your time to craft a welcome email—in fact, it will likely be the most successful email you ever send. On average, welcome emails have high open rates and conversion rates compared with other types of email campaigns.
When composing a welcome email, or the initial email in a welcome series, there are several key objectives to bear in mind. Keep these tips handy:
Showcase your value proposition
Flooding new customers with promotional messages right off the bat can lead to a poor first impression. Remember the principle of give and take.
Offering discounts, sharing tips and tricks, and broadcasting other relevant content can deliver value while subtly nudging users toward a future purchase.
Personalize your message
Today’s email marketing services enable you to send more targeted messages than ever before. Studies suggest that personalized subject lines increase open rates and engagement, and lower unsubscribe rates.
When it comes to personalization, tone also matters. Friendly welcome emails forge a natural connection between readers and your brand.
Send your welcome email immediately
Imagine you’re offering a 10%-off promo code as an incentive for joining your newsletter. If a customer is ready to make a purchase and doesn’t receive that promo code promptly, you risk losing the sale.
Remember, welcome emails are among the most successful of all email campaigns. Automate your welcome emails to ensure they’re sent as soon as your reader performs the related action (such as submitting their email address). This will optimize your chance of conversion.
Remind subscribers to remove you from filters
Email clients may automatically direct marketing content to the junk folder. To prevent this, urge your subscribers to safelist your address. This ensures they won’t miss your content and helps prevent future emails being marked as spam.
You can include a friendly reminder in your welcome email, such as, “Hey, remember to add us to your safe senders list.” Consider adding a short tutorial that explains how to safelist emails in Gmail or other popular mail apps.
If a full tutorial seems excessive, a simple reminder in the email footer can do the trick.
Set expectations
Make it easy for subscribers to adjust preferences or unsubscribe. You can win trust by detailing the type and frequency of emails you plan to send, and reminding readers how they ended up on your list.
Beyond being good email marketing best practices, providing this kind of information may be required by law if you have Canadian, European, or UK customers. Be transparent across your email marketing, from your sign-up form to your bottom-funnel email sequence.
Have a clear call to action
What action do you want new users to take after reading your welcome email? Whether you want them to use a promo code or visit your About page, make the next step clear with a single CTA.
Make sure your CTA is legible, formatted in a contrasting color, and free of surrounding text or complex visuals. A bold, simple button will always be more clickable than a complicated design.
Use high-quality imagery
Whether it’s product photography or custom illustrations, the visuals in your welcome email should be captivating. Use imagery that resonates with your target audience.
Images can build social proof if used correctly. With the overlaying “Welcome to the Team” text among images of famous athletes, this asset from Under Armour says to potential customers, “Hey, these top-tier athletes trust us. You should too.”
A compelling image doesn’t require a significant investment in email design. Consider DIY photo-editing tools to create banners or product collages.
Make it mobile-friendly
Approximately 48% of emails are opened on mobile devices; this number could be higher depending on your audience and email type.
With many users preferring mobile, it’s crucial to create a welcome email that works seamlessly across devices. This makes life easier for your customers and enhances accessibility and customer engagement.
Always test new emails on multiple devices to see how they appear.
Write an engaging subject line
Standard phrases like “Your subscription has been confirmed” or “Welcome to our email list!” may not be enough to stand out in a crowded inbox.
Your welcome email subject line (and preview text) is the first piece of communication your potential customer sees. Aim to evoke a feeling: notice how curiosity, urgency, and a sense of belonging are common themes in the examples above.
Run A/B tests
Unsure which subject line will work best? Try running A/B tests to see which copy generates the highest open and click-through rates.
A/B testing, also known as split testing, involves comparing two versions of your email to see which one performs better. You can test elements like the subject line, email content, or call to action.
Welcome email templates
Need email copywriting inspiration? Here are some templates you can personalize.
Subject line templates
The best subject line depends on the type of welcome email you’re sending, and whether your focus is on telling your brand story, encouraging an urgent sale, or featuring a particular product.
No matter the approach, you’ll find an idea here:
- 10% OFF just for you!
- Your 10% discount is waiting for you
- Welcome to [brand], [name]! Shop now [emoji]
- Hi [name]. Nice to have you with us
- Welcome [name]. Here’s your [%] off on us!
- Did you say … Discount? [emoji]
- A hint of what’s to come [emoji]
- Treat yourself [emoji]
- Hey [name]. Here’s your [lead magnet]!
- Your [brand/product/purpose] journey starts here
If none of these templates appeal, try a tool like Omnisend’s email subject line tester to develop the perfect subject line.
Email body templates
Treat email body copy as a landing page: keep things simple and have one clear goal in mind.
Here are three basic templates that communicate different welcome messages:
Telling a brand story email template
Hey [name].
Welcome! I’m [founder of company]. Our journey started in [year] to [state mission/purpose].
Since then, [social proof statement, e.g., hundreds of thousands of customers use our products to …].
We’re so excited you’ve joined us! As a thank you, I’d like to offer you [discount] for your first order. Let’s [brand purpose] together!
[founder name]
Build curiosity email template
Hey [name],
Welcome to [brand/brand community]! You’ve joined an exclusive group of awesome people all working toward [brand purpose or addressing customer pain points].
In case you’re wondering, our product [ingredients/unique design] was created by [talk a little about your design process].
If you’re interested in finding out more, check out [link to About Us/blog post/product landing page].
Now that you’re part of our community, look out for exclusive offers and new release updates. (Don’t forget to add us to your contact list so we don’t end up in your junk mail!)
Take care!
[name]
Urgency sales email template
Hey [name]!
[discount offer]
Welcome to [brand]! Thanks for signing up. We want you to have the best [product purpose] experience you’ve ever had. Treat yourself to [brand product] with [discount] off your first purchase.
Use code [discount code] at the checkout.
See you there!
[name]
Each of these templates is a starting place; simply customize them to your brand’s needs and offerings.
3 apps to build a welcome email series
The Shopify App Store has many well-reviewed email marketing apps to help you build and manage a welcome email marketing campaign.
Here are three apps for creating drip campaigns that are sent when someone signs up for your email list.
Shopify Email
With a drag-and-drop editor and sales-focused templates, Shopify Email makes it simple to create branded welcome emails. Build content directly in the Shopify admin to feature your products, prices, checkout links, and more.
Klaviyo
Use Klaviyo to make highly targeted, personalized emails and texts that drive sales for your store. Data can be sourced from Shopify and other apps, including web activity, tags, catalog, and coupon codes.
Combidesk
Combidesk enhances your ability to segment emails by synchronizing data from your store, such as customer addresses and orders, with your email list. Easily find email subscribers with abandoned carts, high order rates, and more.
Common mistakes to avoid in welcome emails
When creating welcome emails, it’s important to avoid certain mistakes that can hurt your connection with new subscribers. Here are some common pitfalls to watch out for:
Lack of personalization
Personalization helps each subscriber feel special—even when you’re sending mass, automated emails. If your welcome email starts with a generic greeting like “Dear Customer,” it can feel impersonal. Instead, use the subscriber’s name and tailor the content to their interests. This small touch can make a big difference in how welcome they feel.
Information overload
While it’s tempting to share everything about your brand in one email, too much information can be confusing. New subscribers might feel overwhelmed if they see a long list of products, services, or details. Keep your welcome email simple and focused. Highlight the most important points and save the rest for future emails.
No call to action
A call to action tells your subscribers what to do next. If your welcome email doesn’t include a clear CTA, subscribers might not know how they can further engage with your brand. Include a simple and direct call to action—whether it’s visiting your website, viewing a special offer, or following you on social media.
Poor subject line
The subject line is the first thing subscribers see, and it can determine whether they open your email. A dull or vague one might get ignored. Instead, use an engaging and descriptive subject line that hints at what’s inside. For example, “Welcome! Here’s Your Exclusive Offer” is more inviting than “Welcome.”
Generic tone
Your brand has a unique voice—let it shine through in your welcome emails. Use language that matches your brand’s personality, whether it’s friendly, professional, or playful. This creates a more authentic, memorable connection with your subscribers.
Un-segmented audience
Not all subscribers are the same, and treating them as if they are creates missed opportunities. If you don’t segment your audience based on their interests or behaviors, your welcome email may not resonate. Consider dividing your subscribers into groups and sending tailored welcome emails that speak directly to each group’s needs and preferences.
How to measure the success of your welcome email campaign
To understand how well your welcome email campaign is performing, it’s important to track metrics that help you determine what’s working and what needs improvement. Here are the key metrics to monitor:
Open rate
Open rate tells you how many people opened your email.
A high open rate indicates that your subject line and timing work well and that your audience is interested in hearing from you. Welcome emails typically have a higher open rate than other types of emails, so it’s a positive sign if your welcome emails are performing better than others.
Click-through rate (CTR)
CTR measures how many people clicked on a link in your email. This shows how engaging your content is and whether it prompts action.
A high CTR means people enjoy your email content, but it also indicates your emails encourage readers to take actions like visiting your website or viewing a product.
Conversion rate
Conversion rate measures how many people completed a desired action—such as making a purchase or signing up for a service—after clicking through your email.
A high email conversion rate indicates your welcome email effectively encourages meaningful actions that contribute to your business goals. For example, ecommerce welcome emails have shown conversion rates as high as 56.8%.
Unsubscribe rate
This metric shows how many people chose to stop receiving your emails. A low unsubscribe rate suggests your welcome emails are well-received and that subscribers want to continue engaging with your brand. If the rate is high, it might mean the content is not meeting expectations or is overwhelming.
A/B testing results
A/B testing involves sending two versions of your email to see which performs better. By comparing different elements like subject lines or CTAs, you can identify what resonates with your audience, leading to more effective future emails.
Email deliverability rates
Deliverability rates show how many of your emails actually reach subscribers’ inboxes.
A high deliverability rate means your emails aren’t being marked as spam and are reaching their intended audience, which is essential if you want people to engage with you.
To increase your email deliverability rate make sure you:
- Authenticate your email domain
- Check your sender reputation
- Clean your email lists
- Use a double opt-in sign-ups
- Don’t purchase email lists
- Avoid subject lines that read like spam
- Make it easy to unsubscribe
- Segment and personalize
Feedback and surveys
Subscriber feedback provides first-hand insights into your readers’ experiences and what they value in your emails. Positive feedback and constructive criticism help you understand subscriber preferences and improve your overall email strategy so your welcome emails meet their needs and expectations.
Roll out the welcome mat for customers
A welcome email often marks the first time your brand lands in a customer’s closely protected inbox, so, it’s crucial to make a strong impression and justify your presence.
At the same time, your first email should be one step toward a long and rewarding customer relationship. Set the right tone, share something engaging, and provide subscribers with a reason to return.
Then, focus on delivering high-quality content to remind subscribers how wise they were to let you into their inbox
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Welcome emails FAQ
How do I send a warm welcome email?
To send a warm welcome email, start with a friendly subject line and personalize the greeting with the subscriber’s name. Say thank you for their signup, briefly introduce your brand, set expectations for future communications, and include a clear call to action, while keeping the tone conversational and inviting.
What are the benefits of sending a welcome email?
Welcome emails introduce your brand to new customers. They help create positive first impressions and encourage readers to engage with future emails, leading to improved click-through rates and conversions, and reduced unsubscribe rates.
How do I write a welcome email?
- Showcase your value proposition.
- Personalize your message.
- Send your welcome email immediately.
- Remind subscribers to remove you from filters.
- Set expectations.
- Have a clear call to action.
- Use high-quality images.
- Make it mobile friendly.
- Write an engaging subject line.
What should I include in a welcome email?
A welcome email should include a warm greeting, a brief introduction to your brand, a clear call to action, and lead magnets such as discount codes, or details on what to expect from future emails.
How often should I send welcome emails?
A welcome email should be sent immediately after a customer subscribes or purchases. If you plan to send a series of welcome emails, space them out over a few days or weeks to avoid overwhelming new subscribers. You may choose to automate your welcome emails so they’re sent after a user performs a specific action on your website.
