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Welcome Email Templates for Nurturing New Customers

welcome email templates email templates for new customers

When a prospect makes the decision to become your customer, you want to roll out the red carpet for them.

That’s just as true for a website visitor who subscribes to your newsletter or other marketing content. In both cases, a person has made a commitment to your company based on what you’ve shown them so far, and you have a wonderful opportunity to capitalize on that positive sentiment.

Considering that welcome emails boast four times the open rate and five times the click-through rate of a standard email, it’s important to ensure that your content is on its A-game. After all, your welcome email sets the foundation of your branding and helps to establish the connection you have with your customers or potential customers.

What is a welcome email?

So, what exactly is a welcome email? It’s not necessarily your “first impression” with a buyer since the recipient has already engaged with your sales team or marketing content. More accurately, a welcome email is the first communication that you send when a buyer reaches a new stage in your relationship.

Typically, you’ll send a welcome email soon after someone gives you their email address for the first time, such as when they sign up for your newsletter, download a guide from your website, or start a free trial.

Why send welcome emails?

So, why is it important to send welcome emails? Here are some of the main benefits:

  • They help establish the relationship: When someone signs up for your email list, they expect to receive a welcome email to confirm their signup and kick off their relationship with your brand. Not sending a welcome email is a little like ignoring a customer when they walk into your store.
  • They create trust and credibility: A well-crafted welcome email can significantly impact your brand’s credibility. By delivering on what you promised during sign-up, you start establishing trust, a cornerstone of any successful relationship.
  • They open the door to further engagement:  Welcome emails have higher open rates than most promotional emails. It’s the moment when your audience is most attentive—take advantage of this prime opportunity to share valuable information, special offers, or exclusive content that moves the reader further down the funnel.
  • They lead to revenue: Only 58% of brands send a welcome email to new subscribers, yet on average, welcome emails generate up to 320% more revenue than other promotional emails.

Welcome email templates

Welcome emails are an effective means of connecting with consumers transitioning from prospect to interested customer. Whether they sign up for your newsletter or enroll in your loyalty program, they’re committing to your business in a small way. You have an opportunity to capitalize on this relationship. 

As of 2020, there were 4 billion daily email users, a number that could jump to 4.6 billion by 2025. Inboxes are busy and competitive, and knowing how to craft an inviting, eye-catching email is crucial. The right welcome message can guide those on your email list further down the sales funnel and one step closer to becoming paying shoppers. 

Explore the following welcome email templates and helpful tips for engaging new customers. 

Discount code welcome emails

Extending special offers and discounts to your customers can significantly benefit your business. 

Providing a gift for those signing up for your company’s email list can engage the customer and generate brand loyalty. A discount code offers immediate value to the consumer and encourages them to purchase now, while they’re actively interested in what you have to offer. 

Handing over a special deal is an effective way to guide the reader down the sales funnel and convert them into a loyal customer. Ensure the discount code you offer is enticing and relevant to the reader so they are compelled to use it before it expires.

When crafting a discount code welcome email, you’ll want to include the following elements:

  • Greeting: Always greet your reader with a simple and on-brand phrase. Say hello and welcome them into your world.
  • Confirmation: Add a note confirming the reader’s action, such as signing up for a newsletter, at the beginning of your message to provide important context for the email. 
  • Thank the reader: You can demonstrate how much your brand cares about its customers by thanking the reader and offering them a small gift in return for their time. 
  • Discount code parameters: When offering a discount code, clearly outline what the customer will receive and the timeframe to use the code. Adding time constraints can help generate urgency and inspire the reader to make a purchase.
  • What to expect: Including a sentence or two about what the reader can expect from your future emails can create intrigue, boosting the chances they’ll stay on your email list. 

Discount code welcome email template:

Hello [first name],

Welcome to [business name]! You’ve successfully signed up for our [product/service name]. 

As a thank you, we’re giving you [discount] off of your first order!

Use the code below to save money at checkout:

[Discount code]

Your code will expire on [date], so take advantage of it soon!

We’re so happy to have you join the [business name] crew. Add us to your address book so you don’t miss out on any future deals. 

[Sign off]

A welcome email exampple with a discount code

Personalized video welcome emails

Incorporating video content into your welcome email can make your message stand out and impress your customers. Personalized videos are a great way to show how much you value every customer. 

Consumers are seeking personalization and tailored messaging more than ever. You can enhance your welcome message with unique video content that captures the reader’s attention. 

Key features to include in a personalized welcome email include:

  • Confirmation: Let the customer know why they are receiving this email.
  • Thank the reader: Share your business’s gratitude for the reader’s action. 
  • Introduce the video: Tell the customer what they will learn in the video and let them know that you created it just for them. 
  • Embed the video: It’s best to include the video directly in the email. If you can’t do that, include a link. Keep your video brief, engaging, and informative. 
  • What to expect: Share a little about what the reader can expect and generate excitement for future emails. 

Mentioning the video in the subject line can help create intrigue and encourage the recipient to open the email. 

Personalized video welcome email template:

Hi there, [first name]!

You are officially part of the [business name] family! 

We want to personally thank you for joining our email list and share some helpful advice on getting started. 

Watch the video below to access the tips, tricks, and offers our team put together specifically for you! 

[Video or link]

Thank you for joining our community. We can’t wait to show you what we have in store!

[Sign off]

Welcome email example with a personalized video

Free trial welcome campaigns

Extending a free trial of your product or service to people signing up for your email list is a great way to increase customer satisfaction and boost conversion rates. You can show how confident your business is in what you are offering. A free trial allows customers to try before they buy and effectively does some of the selling for you. 

The following are essential elements to include in your free trial welcome campaign emails:

  • Thank the reader: Include a thank you to the reader for signing up for the free trial of your product or service. 
  • The free trial parameters: Let the reader know their trial begins today and tell them how long it will last. 
  • Resources: Sharing additional resources about your product or service will help the reader feel prepared to use the trial. 
  • Contact information: Make things easy for the reader and include how they can contact your business during this time.

Free trial welcome campaign template:

Hello [first name],

Thanks for signing up for [product/service name] from [business name]! Your [timeframe] free trial begins today! 

[Free trial link]

To learn more about [product/serve name] and see how it can work for you, take the full tour linked below.


If you have questions about your trial or [product/service name], contact our customer service team anytime at [email/phone number].

We’re so happy to have you!

[Sign off]

Free trial welcome email template

Brand promise welcome emails

When considering different welcome email examples, don’t overlook the power of an emotional brand promise message. Sharing your company vision and mission is an excellent way to establish meaningful connections with your customers. 

Some significant features to include in a brand promise welcome email include:

  • Establish the connection: Begin your message by acknowledging the customer as part of your vision. 
  • Extend gratitude: Show your reader you are grateful to have them on your company’s journey.
  • Introduce the brand promise: Share your brand promise in clear, concise language. 
  • Encourage them to share: Consider adding an incentive for customers who share your brand promise with others. 

Brand promise welcome email template:

Hi there, [first name],

Thanks for joining the [business name] mission, and welcome!

At [business name], we believe in [brand principles] and providing top-of-the-line [product/service] for our customers. 

Share the love on social media with [brand hashtag] or send [link] to a friend and you’ll get [special offer] as a token of our appreciation. 

[Sign off]

Brand promise welcome email template

Storytelling welcome emails

Few marketing tactics are as effective as engaging your customers with storytelling. People love to connect over shared experiences. 

Including your business’s story in a welcome email can establish a bond between you and your readers. They’ll be able to relate to your brand and see themselves as part of your mission.

You should choose an anecdote that highlights your business’s core values and is relatable to your customers. Include the following elements to make the most of your storytelling welcome email: 

  • Hook the reader: Introducing a pain point or white space in the market that your business solves is an effective way to spark intrigue. 
  • Origin story: Share how you came up with your product or service and why it was important for you to create your business. 
  • Benefits: Include the benefits and solutions your customers can enjoy when they try your product or services. 
  • Thank the reader: Express gratitude towards the customer and make them feel part of your story.

Storytelling welcome email template:

Welcome [first name],

Before starting [company name], I searched everywhere for a [product/service] that worked for me. 

[Introduce problem/pain point]

[Share your business origin story and how your brand helps to solve this problem/pain point]  

We hope that [product/service] can help you enjoy [benefits of your product/service]. 

Thank you so much for being part of our mission.

[Sign off]

Storytelling welcome email template

Community-focused incentive welcome emails

When a customer enrolls in your loyalty program or subscribes to your newsletter, it is worthwhile to nurture that relationship. Sharing offers like special discounts and access to exclusive content can show your appreciation and encourage more people to engage with your business. 

While crafting a community-focused incentive welcome email, include the following:

  • Greeting: Say hello and welcome the customer to your incentive program. 
  • Thank the reader: Extend gratitude to the reader for signing up. 
  • Introduce the incentive: Offer an overview of the program and its purpose.
  • Share the benefits: Be sure to include the benefits your customers will enjoy as part of the community-focused incentive. 

Community-focused incentive welcome email template:

Hello [first name],

Welcome to the [business name] [incentive program name]! 

Thank you for enrolling in our customer loyalty program. You’ll now receive exclusive content and special deals delivered directly to your inbox every week!

As part of [incentive program name], you can enjoy [benefit 1]. You’ll also get [benefit 2]!

We’re so glad to have you on board and hope you enjoy these special perks.

[Sign off]

A welcome email template for an incentive program

Hybrid confirmation and welcome emails

When a customer signs up for your newsletter or promotional emails, sending them a verification email to confirm they’re a real person is a good practice. A double opt-in method helps combat robots and unengaged persons from clogging up your mailing list. 

You can also use a hybrid confirmation/welcome email to share more information about your business with the reader. These messages can be brief and to the point.

The most important things to incorporate into a confirmation email include the following:

  • Purpose: Share the purpose of the message and welcome the customer to your email list.
  • Clear call to action: Tell the reader exactly what they need to do to confirm their email address. 
  • Verification button: It is best to embed the verification button directly into the email rather than including a link to a webpage. Clicking the button should confirm the customer’s email immediately. 
  • Thank the reader: Say thanks and give the reader a glimpse into what they can expect from you. 

Hybrid confirmation and welcome email template:

Hello [first name],

Welcome to the [business name] newsletter! 

All you have to do is verify your email address with the button below to get access to exclusive content and special deals.

[Verification button]

Thanks for signing up! We can’t wait to show you what’s in store!

[Sign off]

A hybrid welcome and confirmation email template

The welcome email that comes from an actual human being

Brands that present their promotional emails as coming from a real person on their team (such as the company’s founder or CEO) experience 27% higher unique click rates. Personalized welcome emails create the feeling of a one-on-one purchasing experience, increasing trust and loyalty.

74% of marketers state that personalized emails increase customer engagement rates, and they deliver six times higher transactional rates as well.

A personalized welcome email is a perfect opportunity to ask customers for their feedback or preferences, helping you to tailor and segment future emails.

Actual human being template:

Hey [name],

I’m [name], the founder of [company name] and I’d like to personally thank you for signing up to our service.

We established [company name] in order to [mission/values of company].

I’d love to hear what you think of [product] and if there is anything we can improve. If you have any questions, please reply to this email. I’m always happy to help!


The above template is best used soon after a customer makes their first purchase, preferably after a purchase confirmation email has been sent. By establishing a warm, personal tone, this email helps you to spark an initial interaction with your customer.

Real-life “actual human being” welcome email example:

This personalized welcome email from Modalyst details why the company was formed, and was “written” by CEO Jill Sherman:

An example of a welcome email that comes from a real person

The “Welcome to your trial” email

The free trial welcome email is sent to potential buyers who have signed up for a free trial of your product or service. (See also: product qualified leads.) This email is normally followed by a series of emails encouraging the user to sign up for a paid plan.

“Welcome to your trial” email template:

Hi [name],

Welcome to [product/service name]. Your free trial starts today.

What happens next?

Keep an eye on your inbox as we’ll be sending you the best tips for [product/service].

Want to get more out of [product/service name]? Choose a plan below…

[paid plan link]

A free trial welcome email can include links to product or service training or more information about your brand. Keep these suggestions simple; users don’t want to feel too overwhelmed by your first email. You can send further product/service information in future emails, in addition to stating the benefits of signing up for a paid version of your product.

Real-life “welcome to your trial” welcome email example:

Check out this free trial welcome email from Shopify.

Example of a free trial welcome email

The product-focused welcome email

The product introduction welcome email helps to provide value by showcasing your product or service in a format which is easy for your new client to digest.

Using a video or webinar to introduce your product allows your customer to feel like they’re gaining one-on-one support without the time or expense of actual one-on-one guidance. You can also hire a freelance videographer or animator to create an introductory video for a product-focused welcome email.

Product-focused welcome email template:

Hi [name],

Welcome to [product or brand name]. We’re thrilled to see you here!

We’re confident that [product/service] will help you [summary of key benefit or benefits of product/service].

Get to know us in our [title] video. You’ll be guided through [name of service/product] by our [name of employee and what they do] to ensure you get the very best out of our service.

You can also find more of our guides here to learn more about [product/service name].

Take care!

Real-world product-focused welcome email example:

Example of a product-focused welcome email

This example from HubSpot allows customers to sign up for a free webinar, in addition to offering them alternative resources which they can use at their own pace:

The free gift welcome email

Special offers and discounts are highly effective in encouraging sales, especially if your user has just signed up for a free trial. You could offer a simple discount code or a free product to provide immediate value to your customers. Giving your customers an unexpected “gift” always helps to generate loyalty.

Free gift welcome email template:

Hi [name],

Thanks for signing up to [product name]!

As a special thank you, we’re giving you 15% off when you sign up for a paid plan.

Simply use the coupon below at the checkout.

[Discount code]

While discounts are used often in B2C welcome emails, they can work for B2B, especially if you wish to provide a special offer or welcome package.

Real-world free gift welcome email example:

Your gift doesn’t have to be a tangible item like money or a free product. OptinMonster gives subscribers a special offer in the form of exclusive content, adding value and establishing themselves as an authority figure within their market:

Example of a welcome email with a free gift

Nutshell presents: ‘Someone’s Gotta Make It’

Our new podcast series showcases the founders and leaders behind products you use all the time but never really think about, from bedsheets to barbecue sauce.


a pair of headphones with a play button in the middle

The “Thanks for subscribing” welcome email

This welcome email is for website visitors who complete a form to receive a content resource or subscribe to your newsletter. Offering content downloads is a very effective strategy for building your subscriber list, but you’ll need to nurture your new contacts early and often if you want to put them on a buying path.

Though “thanks for subscribing” emails can be kept very simple, you should still use this opportunity to introduce your other products or your business as a way of weeding out those who may be only interested in your download.

“Thanks for subscribing” welcome email template:

Hi [name],

Thanks for signing up for [newsletter name]!

As promised, here is the link for your free [name of free offering].

[Link/call to action]

If you’d like more helpful tips on [subject], visit our blog and our resource pages: [link] Or, visit [website page] if you were interested in learning more about [product type you offer].

Reply to this email if you have any questions. I’m here to help!


Real-world “thanks for subscribing” welcome email example:

This email from Really B2B goes one step further by offering a phone number to discuss the topic related to the download—a great opportunity to turn a subscriber into a customer:

Example of a welcome email that thanks the reader for subscribing

The reminder email

If you work for a software company (a sneaky powerful CRM platform, for example), you can often tell how excited a new customer is by tracking how long it takes them to start using your product after purchasing it.

If they’re setting things up in the system right away, you can assume that they feel good about their purchase and are motivated to get value out of it. But if they’re not touching it at all, there could be a problem.

The reminder email isn’t exactly a welcome email, but it’s an important follow-up to make if your initial welcome email didn’t inspire any action. This email is a good place to re-share the login URL, include information on how to use the product, and offer training resources to new users.

Reminder email template:

Hi [name],

We can’t wait for you to start using [product/business] and seeing results in your business.

Simply go here [link to login page] to get started, or visit our Help Center [link] to learn more about how to use [product].

As always, our support team can be reached at [email address] if you ever get stuck.

Have a great day!

Real-world reminder welcome email example:

This email from Google Primer gives the recipient a gentle nudge, and includes social proof in the form of a user review, demonstrating the benefits of using the service:

Example of a reminder email

The onboarding welcome email

The onboarding welcome email is the first message in a series intended to steer customers in the right direction after a purchase, helping to engage and nurture them. You can ask questions to help segment your customers for future emails and give them a heads-up that you’ll be sending them future content.

Onboarding welcome email template:

Hi [name],

Thanks for joining us at [name of company].

We built [product] as [story behind it].

We’d love to know why you signed up for [product]. Your feedback helps us to make sure that we’re delivering exactly what customers want. Just hit reply and let me know.

Over the next few weeks, we’ll be sending you a few more emails to help you gain maximum value from [product]. We’ll share our favorite tips and provide some exciting behind-the-scenes information.


Real-world onboarding welcome email example:

This welcome email from Sleeknote asks users for their preferences, aiding segmentation:

An example of an onboarding welcome email

Using segmentation enabled Sleeknote to send relevant content to their users, increasing open rates by over 1,213% and converting more subscribers into customers.

Elements of a quality welcome email

Crafting a compelling welcome email isn’t just about saying ‘hello’—it’s the opening act in a story of engagement, connection, and loyalty. To make that introduction unforgettable, here are some of the most important components to include in your welcome emails.

Some of these elements, like the subject line, should be part of every welcome email. Others are important to consider but may not make sense for every welcome email, depending on your goals and the type of email list.

  • A compelling subject line: Every email needs a subject line that gets readers’ attention, lets them know what to expect in the email, and encourages them to hit open. Subject lines are just as important for welcome emails as for other types of emails.
  • A personalized greeting: Your welcome email should start with a warm and personalized greeting. Addressing the recipient by name creates an immediate connection, signaling that this isn’t just another generic message—it’s tailored to them.
  • A thank you: Express gratitude for the recipient’s decision to join your community. A heartfelt ‘thank you’ creates a positive impression and encourages them to explore further.
  • An introduction to your brand: Engage your audience by introducing your brand or service. Share your unique story, vision, or mission. This narrative paints a picture of who you are, establishing a relatable and human connection with your audience.
  • Your value proposition: Clearly explain the value the recipient gains by being part of your community. Highlight exclusive benefits, discounts, or compelling content they can expect. Make it clear why they made the right choice by joining.
  • Visual appeal and branding: Visual elements such as your logo, color scheme, and imagery reflect your brand’s identity. Consistent branding creates a familiar and welcoming atmosphere, reinforcing your brand’s presence.
  • A call to action (CTA): Guide recipients on the next steps. Whether it’s exploring your products, completing a profile, or claiming a special offer, a clear and enticing CTA encourages immediate engagement, nudging them toward the desired action.
  • Contact information: Building trust is key. Provide easily accessible contact information or links to customer support. This reassures recipients that help is just a message away, fostering a sense of reliability and care.

Tips for effectively crafting your best welcome emails

People exchange over 333 billion emails every day. It’s crucial to make sure yours stands out and has the highest chance of engaging your customers. 

Whether you’re crafting B2C or B2B welcome emails, you’ll want to keep some general considerations in mind to enhance your brand message and keep your readers interested in your offerings. 

The following are three essential tips for writing the most effective welcome email:

1. Prioritize your subject line

What you put in the subject line matters — after all, it’s the first part of your email your reader will see. The subject line is a critical part of your message. You’ll want to write a brief, engaging, personable statement that indicates the purpose of your email, such as:

  • Welcome to [business name]! You’re officially on the list. 
  • Hey, [customer’s first name]. Check out your loyalty perks!
  • Hello, [customer’s first name]! Just one more step to verify your email.
  • It’s official! Your discount code is active. 

Subject lines are important because the wrong one can send your message to the recipient’s spam folder. Stay away from all capital letters and avoid using spam keywords.  

2. Personalize whenever possible

Personalization makes your customer feel more connected to your brand. Including their first name in your welcome email will make the reader feel like you created the message specifically for them. It can effectively catch their attention. 

A personalized message boosts open and click-through rates, making your email marketing more effective. The right software tools can help you automate the process and make it easy to include your customers’ names in your emails. 

3. Proofread your message

Your welcome email should be professional and entirely free of typos. Take the time to comb through every word and proofread the message a few times. Having another team member read over it before hitting send is also helpful.

A misspelled word or grammatically incorrect sentence can hurt your brand’s credibility and make your email seem like spam. Use online tools to monitor your grammar and spelling and never send a message without reading over it carefully. 

4. Use automation to send your emails automatically

With the right email tools, you can automatically send a welcome email as soon as someone signs up for your email list. This ensures that they receive their welcome email in a timely manner and saves your team time.With tools like Nutshell Campaigns, you can even make your email part of a drip sequence—a series of emails that automatically sends based on triggers you set up, enabling you to keep readers engaged and move them through the funnel with less manual outreach.

Start creating effective welcome emails

Nurturing customers via email is essential if you want to make a good impression. These welcome email templates are a great start and can open the lines of communication with your new customers. But don’t be afraid to think out of the box and find new ways to connect like a personal email sequence.

No matter which approach you decide to take, the aim of your welcome emails should be to focus on your customer, whether you’re providing more information on your product or sending free content. Think about how your initial first email will connect with customers and look for ways to provide added value whenever possible.


Powerful email marketing, minus the headaches

Nutshell Campaigns plugs directly into your CRM data, so you can create highly targeted audience segments, track the impact of your emails in real-time, and manage all your communications out of a single tool. Get started for free!


an envelope with a piece of paper in it that says to audience

Updated on March 17, 2023

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