Averaging an open rate of around 92%, you may not have a better chance to drive email opens than with a welcome email. People appreciate being brought into the fold in an official capacity after subscribing to your email list. The right welcome email templates will achieve that goal.
Welcome emails do so much more than initiate your new customer, of course. They’re a preview of the type of business you run and your communication style. Customers will form their expectations based on this email, so a lot is riding on it.
You can’t use a formulaic approach to connecting with your new customers. You need tailored, personalized welcome emails that set the stage for better open rates for a long time.
Well, you are in the right place. In this blog post, we’ll share our favorite welcome email templates and tell you about all the parts of a welcome email. You’ll improve engagement and build stronger customer relationships!
Table of Contents
Key Takeaways
- Welcome email templates go out immediately after a subscriber joins an email list. They’re the first step to inspiring them to make a purchasing decision.
- The best welcome emails have a strong, responsive, mobile-friendly, branded layout.
- Testing your emails is the best way to ensure they’ll perform well among your audience.
Elements of an Effective Welcome Email
What goes into a welcome email template? Many things! You want to grab the reader’s attention immediately and keep them reading, which means you need these elements.
Personalized greeting
Anyone can write an email that starts with “Hey there” or “How are you doing?” The problem with those greetings is that they’re generalized. You can send them to just about anyone.
You’re trying to make a good first impression on your audience, meaning your greetings need to be personalized.
At this point, you don’t have much customer data, but some data is better than none. You can incorporate the customer’s name into the email and rely on their browsing and purchasing history. Perhaps you recommend a similar product or service that should catch their eye based on their shopping behavior.
Today’s consumers expect personalized marketing messages. In exchange for your effort, you’ll get a higher engagement rate. Mailmodo reports that 72% of today’s consumers will engage exclusively with personalized content, including emails.
Read more: How to Write an Effective Welcome Email
Compelling subject line
I can’t stress enough how valuable your subject line is, especially in a welcome email template.
As a first-time emailer, your address is at a higher risk of being reported for spam since your reader doesn’t yet recognize it. Considering that 69% of consumers will use the subject line alone to determine if an email goes in the spam filter, you must have an ace in the hole ready.
How do you write the kinds of subject lines that make people super curious to open your email (and keep you out of the spam filter)? You just need to follow these tips:
- Keep it succinct: A good subject line shouldn’t exceed 60 characters. Your message will be cut off if it’s too long, which confuses the reader. You could also get reported for spam.
- Ask a question: Not the type of question with an easy yes/no answer. No, no. Instead, your question should be thought-provoking to make the reader stop for a moment. You’ll inspire them to open the email to learn more.
- Use emotion: Triggering emotions such as FOMO, curiosity, happiness, and even sadness is a strong way to connect with your audience and motivate them to open your email.
- Add an emoji: One or two emojis will draw the eye to your email and might help your open rate.
- Keep it concise: A good subject line should explain why you’re emailing and preview the contents inside. Don’t try to cram too much in here. That’s what the email body is for.
Here are some examples of subject lines to try in your welcome email series:
- We’re So Excited to Have You, [Name]
- Are You Ready to See What Sets Us Apart?
- Welcome Aboard, [Name]. Prepare for Adventure!
- You’re In! Welcome to [Company Name], [Name]!
- You’re Finally Here, [Name]! Now It’s Time to Have Some Fun
Clear call to action (CTA)
Any welcome email template worth its salt needs a call to action or CTA. Multiple studies agree that buttons outperform links, but adding buttons to your emails opens a new can of worms.
For example, what shape should the CTA button be? What color? And what should the copy read like? What’s a good size for a CTA button? Where do you put it?
I can answer some of those questions for you. A CTA button should always go above the fold. Well, at least one button. If you have multiple, you can add a few below the fold, but you always need one in a prime location.
As for color? You should use a contrasting hue that stands out from the main colors of your email layout. Regarding everything else, you have to use A/B testing to find the answers.
Here are a couple of CTA examples to help you steer the ship:
- Discover Great Deals Inside
- Check Out Our Bargains
- This Is the Deal of the Century
- Unlock Exclusive Access
- Confirm Your Subscription Now
Read more: eCommerce Welcome Emails: Dazzle, Delight, Convert [Examples & Templates]
Types of Welcome Email Templates
You know what the essence of your emails should contain, but not all welcome email templates are the same. If you’re debating which type of welcome message best encapsulates your business, try any of these for size.
Stay tuned because I’ll share tips and examples of the various template types throughout this section.
Enhance Your Email Marketing
Create a lasting first impression with our beautifully crafted, easy-to-customize welcome email templates! Greet your new subscribers or customers by adding your brand’s images, headings, and CTAs, and send warm, engaging welcome emails in minutes!
General welcome email
This is the standard welcome email template. Of the types I’ll discuss in this section, it’s admittedly the least groundbreaking. Sometimes, you just want to say a quick hi and leave it at that. That’s when this template comes the most in handy.
What makes this email worth reading boils down to two things. First, it heaps on the praise. You should sound genuinely jazzed about welcoming this new subscriber, reader, or customer into the fold. Your enthusiasm should be infectious.
Second, it’s a short email. There’s no need to go into depth about your message yet. You will have plenty of follow-up opportunities to do that.
You can use a general welcome email template to preview what the subscriber should expect, whether that’s an overview of the type of content you’ll send or a mention of your message frequency.
Or you might also provide information, such as a link to your blog or explainer videos. You’re not trying to make a sale, per se, but help the customer learn more.
I also recommend adding links to your socials for this initial email. That way, the new subscriber can easily connect with you.
Here’s a template that pulls all those elements together.
Subject: Welcome to [Company Name]! We’re Thrilled to Have You Here
Hi [First Name],
Welcome to [Company Name]!
We’re excited to have you join our community. At [Company Name], we’re committed to [briefly describe what your company does, e.g., providing top-notch solutions for your digital marketing needs, delivering the best home goods, etc.].
Here’s a little of what you can expect:
- Exclusive Offers: Be the first to know about our special promotions, discounts, and new product launches.
- Latest Updates: Stay updated with our expert team’s latest trends, tips, and news.
- Personalized Content: Enjoy content tailored to your interests and needs.
We value your feedback and are here to help with any questions. Feel free to contact us at [contact email] or visit our [FAQ/help center link].
Once again, welcome aboard! We’re looking forward to embarking on this journey with you.
Warm regards,
[Your Name]
[Company Name]
[Contact Information]
[Social Media Links]
Discount code welcome email
Have you gotten new conversions lately that have quickly dropped out of the funnel? One of the best ways to get customers to purchase more enthusiastically is to send a discount code with your welcome email.
This is a welcome email on steroids. It does more than introduce the new subscriber into the fold; it also incentivizes them to buy with an exclusive offer.
The discount code should be worth taking advantage of. You could offer a generous amount off, such as 40 or even 50 percent. Make the code a limited-time event, such as three or seven days.
Make sure to center your subject line around the discount to increase your open rates. Then, try putting together an email per this template:
Subject: Welcome Aboard, [Name]! Enjoy a Special Discount Just for You
Hi [First Name],
Thanks for joining us at [Company Name]!
We’re thrilled to have you join our community. As a token of our appreciation, we’d like to offer you an exclusive discount code for your next purchase.
Your Discount Code: WELCOME20
Use this code at checkout to enjoy 20% off your first order with us. Here’s how to get started:
- Browse our [website/shop](insert link).
- Add your favorite items to your cart.
- Enter the code WELCOME20 at checkout to receive your discount.
At [Company Name], we’re dedicated to [briefly describe what your company does, e.g., providing top-quality fitness gear, offering the latest in tech gadgets, etc.]. We’re excited for you to experience our [products/services] and join our journey.
Here are a few quick links to help you get acquainted:
- [Link to popular products/services]
- [Link to blog/newsletter]
- [Link to community/forum]
If you have any questions or need assistance, don’t hesitate to contact us at [contact email] or visit our [FAQ/help center link].
Thank you for choosing [Company Name]. We can’t wait to see what you’ll discover!
Best regards,
[Your Name]
[Your Position]
[Company Name]
[Contact Information]
[Social Media Links]
Read more: 15 Introduction Email Templates That Work Like A Charm
Educational welcome email
Not all new subscribers are necessarily in it for the savings. Others might be in knowledge-gathering mode. They want to learn as much about your product or service as possible before committing to a purchase.
An educational welcome email template makes perfect sense at this sales funnel stage. Providing information in a series of emails saves the prospective customer time. They don’t have to hunt for what they need when you put it right before them.
Above all else, the content should be valuable and relevant. For example, you can direct the reader to your bestsellers page, FAQ, and knowledge base.
This template type may be longer, depending on how much information you provide. That said, the goal isn’t to inundate the lead with info. It’s to sate their curiosity and guide them through the funnel faster.
Here’s a sample template for you:
Subject: Welcome to [Company Name] – Here’s Everything You Need to Know!
Hi [First Name],
We’re thrilled that you’re interested in learning more about [Company Name] and our offerings. Whether you’re exploring our products/services for the first time or looking to get more detailed information, you’re in the right place.
About Us: At [Company Name], we specialize in [briefly describe what your company does, e.g., innovative tech solutions, premium skincare products, cutting-edge fitness equipment]. Our mission is to [insert mission statement or key company values].
Our Products/Services: Here’s a snapshot of what we offer:
- Product/Service 1: [Brief description and key benefits]
- Product/Service 2: [Brief description and key benefits]
- Product/Service 3: [Brief description and key benefits]
For a comprehensive overview, you can visit our [products/services page](insert link).
Why Choose [Company Name]?
- Quality: [Highlight what makes your products/services stand out]
- Innovation: [Describe any unique features or technologies]
- Customer Satisfaction: [Share testimonials or customer satisfaction stats]
Resources to Get You Started: We’ve compiled some resources to help you get a better understanding of our offerings:
- [Product/Service Guides](insert link)
- [Customer Testimonials](insert link)
- [FAQs](insert link)
- [Blog/Articles](insert link)
Need Assistance? Our team is here to help! If you have any questions or need further information, don’t hesitate to reach out to us at [contact email] or visit our [help center link].
Stay Connected: Follow us on [Social Media Platform] for the latest updates, exclusive offers, and more:
- [Social Media Link 1]
- [Social Media Link 2]
- [Social Media Link 3]
Thank you for considering [Company Name]. We look forward to helping you find the perfect [product/service] to meet your needs!
Best regards,
[Your Name]
[Your Position]
[Company Name]
[Contact Information]
Personalized welcome video
How about elevating the personalization even further?
For that, I like using a welcome video personalized to each of your audience segments. I recommend building customer avatars for this. It’s much easier to speak to Stubborn Steve or Money-Saving Mark than to speak to the 500 people who comprise those segments.
You’ll have to record several versions of the video. They will all have a similar script but won’t be identical since you’re targeting different groups.
You can introduce your company in your video and briefly describe what you do. You might also use the video to recommend products or services you know an audience segment would like or introduce an exclusive discount code. Your subject line should mention that there’s a video inside. That alone might generate more clicks.
The video itself should be professionally shot. Now, that doesn’t mean you need high-end equipment. A smartphone is enough to get the job done. I advise using a script so you hit all the talking points. That said, your video delivery shouldn’t sound robotic. Keep it natural. You don’t have to memorize your talking points; keep them in mind as you record.
Oh, and make sure your video isn’t too long! It does no need to exceed 120 seconds, which is two minutes.
Check out EngageBay’s video to see how to introduce your brand succinctly:
Community invitation welcome email
Now that your subscribers have joined the fold, you should help them connect with others within your community, whether an established community group or your social media pages.
Make it easier to get introduced to others by providing names and links to all your community ties, as seen here:
Subject: Welcome to [Community Name] – Let’s Make Great Connections!
Hi [First Name],
Thanks for joining [Community Name]!
We are thrilled to have you in our community of passionate and enthusiastic individuals. [Community Name] is a place where you can connect, share, learn, and grow with like-minded people who share your interests and goals.
Here’s what you can look forward to:
Connect and Network
- Introduce Yourself: Head over to our [introduction forum/link] and share a bit about yourself. We’d love to get to know you!
- Engage in Discussions: Join vibrant conversations in our [discussion forum/link]. Whether you’re into [specific interest/topic], there’s a place for you here.
Exclusive Resources
- Access to Premium Content: Enjoy exclusive articles, webinars, and guides designed to help you [achieve a specific goal/learn something new].
- Regular Updates: Stay informed with our newsletters and updates on the latest trends and community news.
Events and Activities
- Upcoming Events: Don’t miss out on our next [event/webinar] on [date]. It’s a great opportunity to learn and interact with other members.
- Meetups and Workshops: Participate in our regular meetups and workshops to gain new insights and skills.
Get Started Right Away
- Complete Your Profile: Add a photo and fill out your bio to help others get to know you better.
- Join a Group: Find and join groups that match your interests. [Group link].
- Start a Discussion: Don’t be shy! Start a new discussion or ask a question in our forums.
Stay Connected
- Follow Us on Social Media: Keep up with the latest updates and connect with members on our social media channels:
- [Social Media Link 1]
- [Social Media Link 2]
- [Social Media Link 3]
Need Assistance?
If you have any questions or need help navigating the community, our support team is here for you. Contact us at [support email] or visit our [help center link].
Once again, welcome to [Community Name]. We’re excited to see the unique perspectives and contributions you’ll bring to our community.
Warm regards,
[Your Name]
[Your Position]
[Community Name]
[Contact Information]
Read more: How to Write a Winning Introduction Email
Crafting Your Welcome Email
The ideal welcome email template goes beyond the copy. You also need a responsive, mobile-optimized layout. Let’s review how to create your best layout and the most appropriate tone for welcome messages.
Design and layout
You can have a five-star copy from the first word to the last. You won’t maintain your open and click-through rates if your email design doesn’t match it. Your audience won’t want to engage with your emails because they’re unappealing and difficult to read.
So, what constitutes an audience-friendly email layout? Let me break it down for you.
Mobile optimization
The number of people who rely on their smartphones to go through their inboxes is in the billions. Your email layout must be optimized for these users, or you’ll miss out on the bulk of your customers.
Responsive design
Going hand in hand with mobile optimization, a responsive email design looks good no matter which device it’s viewed on, from a small smartphone screen to a ginormous desktop computer monitor. Customers expect their emails to be rendered quickly and consistently across devices.
Headers and footers
Your email design needs a header and a footer, which go atop and below the email. The header especially has to make a strong impression, as it greets readers when they open your email.
Brand colors
You painstakingly built your brand, so keep it consistent across various mediums. Incorporate your brand logo into your emails, using it in your signature. The email layout should utilize your brand colors.
Formatted copy
All copies that appear in your email should be formatted for easy reading. That means using H1 tags for the headers (and H2 tags, etc. for any subheads). Keep your paragraph length short and use bullet points to break them up.
Visual media
Your welcome email template also requires visual media, like the aforementioned personalized video. Alternatively, you can add images. They should be high-res but compressed so your email loads quickly.
Whitespace
Your email layout also needs whitespace. The empty space between email elements like text, graphics, headers, footers, CTAs, and videos makes everything look organized and uncluttered.
Content and tone
Okay, so now let’s talk about the right tone for your email content. While it varies based on your brand identity, you want to find the perfect mix between professional and friendly.
Here are some email greetings you can send depending on the brand tone you identify with:
- Funny: Hi, [name]. Hope your inbox isn’t as full as your coffee cup!
- Encouraging: Hey, [name]. I hope you’re having a great week so far. I just wanted to check in and spread some positivity your way.
- Sympathetic: Hello, [name]. I hope you’re doing well during these tough times.
- Excited: Hey, hey, [name]! I have some thrilling news, and I want you to hear it first!
- Formal: Greetings, [name]. I trust you’re doing well.
- Friendly: Hello, [name]. How’s your week going so far?
- Professional: Dear [name], I hope this message finds you well.
Read also: How to Create a Successful Welcome Email Series
Best Practices for Welcome Emails
You’ve put together your welcome email templates. Now, you can’t wait to send them out. But wait! Before you do, don’t miss this selection of pointers and best practices for shaping up your messages.
Learn the right email timing
While you can agonize over the right times to send many types of messages, you don’t have to stress about welcome emails. There’s one right time to send them: when the recipient signs up for your emails.
Fortunately, you can rely on email automation to ensure your messages go out right away, whether it’s the middle of the night, a holiday, or a weekend. If you decide to follow up your email sequence from there, wait at least one business day before you continue your correspondence.
When should you schedule that follow-up email? Multiple studies have found that Tuesday is the best day for a better open rate. Fridays drive more conversions.
Earlier email timing is best, usually from 9 a.m. to 11 a.m. If you miss that window, the next best time is between 1 p.m. and 2 p.m. You can also wait until later, from 5 p.m. to 6 p.m., but the open rates are the lowest. Most people leave work and focus more on enjoying their evenings than checking their inboxes.
Determine a good emailing frequency
While hundreds of studies have been done on the right times to email your audience, the frequency is a little more fluid.
What do I mean by that? The right email cadence varies from audience to audience. Some audiences wouldn’t dream of receiving more than one email per week from your company. Others are perfectly fine with more regular communication.
Start with at least one weekly email, gradually ramping it up and reviewing your metrics. Based on your emails’ performance, continue tweaking until you find the right frequency.
Test your emails
This is another reminder of the importance of A/B testing emails. Although I mentioned it in the context of testing your CTAs, you must test every variable, including the subject lines, images, videos, colors, and layout.
This might seem like so much busy work, but A/B testing lets you see which elements of your email perform best in an audience like yours. If certain elements underperform, you can change them now and email your audience later.
Analyze performance
Even with A/B testing, your emails may not perform perfectly. Watching these metrics will help you understand what your audience thinks of your emails:
- Open rate
- Click-through rate
- Spam complaint rate
- Revenue per subscriber
- Revenue per email
- ROI
- Domain open rate
- Domain click rate
- Email forwarding or sharing rate
- Mobile open rate
- Mobile click rate
- List growth rate
- Engagement over time
- Bounce rate
- Unsubscribe rate
- Conversion rate
- Deliverability rate
You can use tools like Google Analytics and an email marketing tool to track your KPIs in real time. EngageBay’s email marketing services are part of its CRM and will reveal all the campaign information you need in an easy-to-understand format.
Read more: How to Write Welcome Email Subject Lines (Tips + Templates)
Examples of Successful Welcome Emails
Putting the finishing touches on your welcome email template won’t feel daunting when you have these examples to guide you. See how some of the biggest brands have achieved the perfect opening messages, and let their success inspire you.
Airbnb
An easily skimmable email like this one from Airbnb is what a welcome email is all about. It’s simple above all else, with the opening headline reading, “Welcome to Airbnb.”
Further down in the email, Airbnb recommends a few steps “before starting your adventure.” They include adding a profile image, verifying personal info, and looking at lodging destinations. A small graphic and a CTA button accompany each. The footer includes all of Airbnb’s socials for connecting with them.
This email works because it gives the reader what they want: information. It’s presented neatly and cutely, proving why Airbnb is such a big name in its industry.
Upworthy
The Upworthiest is a newsletter from Upworthy, a source of positive news. Its welcome email is 100 percent graphical rather than relying on a traditional copy.
Despite that, it’s neat and concise, using color blocks to differentiate each part of the message. The verbiage suits a brand about positivity, as do the bright, sunny colors used in the email.
Although this approach to a welcome email won’t work for all brands, if yours is about making people feel good like Upworthy, you can try a layout like this and possibly experience success.
Read also: Announcements Email Templates to Deliver Updates and Promos
Spotify Design
Spotify Design is a service under the Spotify umbrella that connects designers in an online community. With a name like that, you’d expect a welcome email template from Spotify Design to look good.
Indeed, it does. I like the color scheme, which is orange and hot pink. Since the graphics are attention-grabbing, there are no images here. The copy is all black to be easy on the eye and matches the Spotify Design logo atop the email.
The opener is clever, “Welcome to the Band!” You know, because Spotify is a music service. I think it’s quite smart!
Jamie & Annie Studio
You can’t miss this email from Jamie & Annie Studio, as it checks many boxes for what good welcome email templates should have.
It’s got an exciting tone, colorful imagery, and a preview of what new subscribers can expect. Best of all, it offers 10 percent off to new subscribers to motivate them to purchase.
Conclusion
A well-crafted welcome email template can set the stage for your email relationship with your subscribers. Hitting this email out of the park makes the subscriber more receptive to your future messages.
While I offered a lot of great advice on how to ace your welcome emails, you should always be ready to continuously improve and adapt your email marketing strategy to respond to metrics and consumer demand.
Wondering where to start? We got you! Check out our beautiful collection of welcome email templates — for free!
FAQ
What should be included in a welcome email?
A welcome email needs:
- A concise, catchy subject line
- A header and footer
- Personalization
- A strong greeting
- Formatting, such as headers, subheaders, and bullet points
- Imagery, like photos and/or videos
- A CTA link or button
- Branding
How soon should I send a welcome email after a subscriber signs up?
Immediately! Today’s consumers expect instant emails after they act, whether it’s joining your emails or purchasing a product or service.
What are some common mistakes to avoid in welcome emails?
Waiting too late to send a welcome email is a huge gaffe. Another mistake is including way too much information. This is an introductory email only and doesn’t need to go into so much detail.
How can I measure the success of my welcome email campaigns?
Track the open and click-through rates and KPIs like the bounce rate, subscriber growth rate, rate of unsubscribes, and ROI.
Can I automate my welcome emails? If so, how?
You can and should automate your welcome emails using an email marketing tool like EngageBay.
