# How to Write Effective Welcome Emails With Examples

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## Table of contents

- What are welcome emails?
- Why should you send welcome emails?
- How to create a compelling welcome email
- Welcome email series example
- 10 Welcome email examples to inspire you 
- Why do welcome emails have higher unsubscribes?
- Best practices for welcome email campaigns
- Way forward

Whether it’s a first date or a business meeting, making a strong first impression is very important and requires a delicate balance. You want to show that you care but not that you’re trying too hard.



This delicate balance is needed when it comes to welcoming new subscribers to your email list too. When someone signs up for your emails, it's your first opportunity to build a valuable and lasting connection with them, and welcome emails do just that for you.

  

But how can you craft an engaging **welcome email**?

  

In this guide, we will learn what welcome emails are, why you should send them, best practices and examples to take inspiration from when crafting your welcome emails.

## 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. Let’s take a look at the welcome email from Figma.

![An image showing welcome email from Figma](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1745835270/strapi/welcome_email_12_a6215b3998.png)



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.

  
  

<div class="highlight-gray"> <p> <strong>💡Related guide: <a href="https://www.mailmodo.com/guides/best-time-to-send-emails/"></strong>Find the Best Time to Send Emails (A data-backed guide)</a></p> </div>

  
  

## 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](https://get.bluecore.com/rs/527-FSF-769/images/Benchmark-Report-2022.pdf), 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](https://www.mailmodo.com/guides/email-deliverability/).

  

**3. Encourage higher conversions and sales:** A welcome email can earn [320% more revenue](https://www.invespcro.com/blog/welcome-emails/) 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](https://www.mailmodo.com/tools/ai-subject-line-generator/).

![mailmodo-subject-generator.png](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1744955768/strapi/mailmodo_subject_generator_00ab36fcf8.png)

  
  

### 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](https://www.mailmodo.com/guides/email-call-to-action/). 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:

  
![An infographic showing welcome email sequence](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1745822721/strapi/image_345_125ee3d825.png)


  

### Email 1: Thank new subscribers

  

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](https://www.mailmodo.com/use-case/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.

  
  

<div class="highlight-gray"> <p> <strong>💡Related guide: <a href="https://www.mailmodo.com/email-flow/"></strong>Checkout our collection of 30+ emails flows for your next campaign.</a></p> </div>

  

  

Also, get a sneak peek into our SaaS email flows here 👇🏼

  

<lite-youtube videoid="bXjeNxyEJCs"></lite-youtube>

  

## 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
    

  
  

![siete.png](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1744955797/strapi/siete_2ddb063bc8.png)

  
  

### 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

![mailmodo-roundup.png](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1744955777/strapi/mailmodo_roundup_5fc6b20805.png)

Customize this [newsletter welcome email](https://www.mailmodo.com/email-templates/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

  
  

  

![wisdom-mailmodo.png](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1744955786/strapi/wisdom_mailmodo_ce6a498df5.png)

Check out this [B2B welcome email](https://www.mailmodo.com/email-templates/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?**

  

- Color-wise section creates a proper flow

- Interactive widgets

- Consistent brand colors

- Clear CTA

  

![email-geek.png](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1744955777/strapi/email_geek_bc7c262842.png)

  

Customize this [subscription confirmation email](https://www.mailmodo.com/email-templates/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?**

  

- Contrasting color scheme

- Header image gives a playful vibe

- Small section with their respective CTAs

  

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.

  

![arei.png](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1744955787/strapi/arei_dba01cd6ab.png)

  
  
  

### 6. Drive immediate exploration

  

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  
    
![fortnum.png](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1744955794/strapi/fortnum_35736a1847.png)
    

  

### 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
    

  
![ritual-welcome.png](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1744955785/strapi/ritual_welcome_d5bc68353d.png)
  

### 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  
      
    

  
  

![ember.png](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1744955790/strapi/ember_21896bff74.png)

  
  

### 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)  
      
    

  
  
  
  
  

![bando.png](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1744955789/strapi/bando_ef5078a410.png)

  
  

### 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

![wildwonder.png](https://res.cloudinary.com/mailmodo/image/upload/f_auto,q_100/v1744955786/strapi/wildwonder_09c19763a6.png)

  
  
  

Want inspiration for your welcome emails? Check out our [template library of 200+ emails](https://www.mailmodo.com/email-templates/) 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](https://www.mailmodo.com/guides/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](https://www.mailmodo.com/guides/clean-email-list/). 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](https://www.mailmodo.com/email-templates/categories/promotional/) to stay on top of their mind.

## Frequently Asked Questions

### How do you create an effective welcome email?

Begin with an eye-catching subject line and personalize your message to make it feel genuine. Introduce your brand, highlight useful content like special offers or bestsellers, and guide users on what to do next. Wrap it up with a clear, engaging call to action that matches your brand tone.

### Why use a welcome email sequence instead of just one email?

A single email often isn't enough to build a strong connection. A welcome sequence lets you introduce your brand gradually, share valuable content, and encourage action over time. These emails boost engagement, help retain subscribers, and keep your brand top-of-mind, leading to better results.


### How can you send a welcome email?


Use an ESP like Mailmodo to set up a trigger-based workflow that sends a welcome email once someone subscribes. These tools let you customize the message, personalize content, and monitor performance to maximize engagement.

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---

**Author: Nupur Mittal**

Nupur has 2 years of experience in planning, creating, and implementing effective content strategies. She is passionate about email marketing, and SaaS and has written in-depth long-form content ranking on Google's first page.

