Welcome emails are high-performing yet underused—they achieve 68.6% open rates and 26.9% click-through rates, significantly higher than standard emails. They generate up to 320% more revenue than other promotional emails, making them critical for onboarding and early engagement.
Personalization and clarity are essential—elements like recipient names, videos, and strong CTAs help establish trust and guide new contacts toward action. Automated welcome emails have 80% open rates and 26% CTR.
CRM integration maximizes impact—using tools like Nutshell to automate, track, and personalize welcome emails ensures consistency and increases conversion potential across the customer journey.
Set it and forget it! Nutshell’s email automation lets you send personalized welcome messages to your contacts, keeping prospects engaged from the start!
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.
Looking for a specific template type? Here’s a quick overview of all 12 templates covered in this guide:
Each template includes customizable text, real-world examples, key elements to include, and performance expectations based on industry data.
We didn’t just pick random templates. Our selection process was rigorous and data-driven, ensuring every template in this guide has been proven to work in real-world scenarios.
We analyzed insights from:
Each template was evaluated against these criteria:
For every template in this guide, you’ll find:
This ensures you have access to templates that have been proven to work across different business types, customer segments, and industries.
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.
So, why is it important to send welcome emails? Here are some of the main benefits:
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 2023, there were 4.37 billion daily email users, a number that could jump to 4.89 billion by 2027. Inboxes are busy and competitive, and knowing how to craft an inviting, eye-catching email is crucial. The right welcome email can guide those on your 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.
| Template Type | Best For | Key Benefit |
| Discount Code Welcome Emails | E-commerce, retail | Immediate conversions with urgency |
| Personalized Video Welcome Emails | SaaS, services | Creates emotional bond and trust |
| Free Trial Welcome Emails | Software, SaaS | Guides users to product value |
| Brand Promise Welcome Emails | Mission-driven brands | Builds emotional loyalty |
| Storytelling Welcome Emails | Businesses with unique origin stories | Establishes relatable brand narrative |
| Community-Focused Incentive Welcome Emails | Loyalty programs, memberships | Drives ongoing participation |
| Hybrid Confirmation and Welcome Emails | Newsletter signups | Confirms subscription while engaging |
| Welcome Emails From an Actual Human Being | B2B, founder/CEO touch | Personal relationship and trust |
| “Welcome to Your Trial” Emails | SaaS free trials | Sets expectations and next steps |
| Product-Focused Welcome Emails | Product introductions | Highlights key features and benefits |
| Free Gift Welcome Emails | All industries | Creates goodwill and immediate value |
| “Thanks for Subscribing” Welcome Emails | Newsletter, content subscriptions | Sets expectations for future emails |
| Reminder Emails | Re-engagement | Brings dormant subscribers back |
| Onboarding Welcome Emails | Customer success | Helps customers achieve success |
Pro Tip: Choose your template based on your primary goal. If you want immediate conversions, use discount code or free gift templates. If you want to build long-term relationships, use storytelling or brand promise templates. Most successful welcome sequences use 2-3 different template types in combination.
Best for: E-commerce businesses, retail companies, and any business offering immediate incentives to new customers
Quick summary: Discount code welcome emails provide immediate value to new subscribers by offering a special offer or discount code. This template is highly effective for driving first purchases and generating quick conversions while the subscriber’s interest is at its peak. Use this template when your primary goal is to convert new subscribers into paying customers immediately.
Key features:
Pros:
Cons:
Subject line: [First name], here’s your exclusive welcome offer
Hello [first name],
Welcome to [business name]! You’ve successfully signed up for our [product/service name].
We’re thrilled to have you join our community, and we want to show our appreciation with an exclusive offer just for you.
As a thank you, we’re giving you [DISCOUNT AMOUNT]% off your first order!
Use the code below at checkout to claim your discount:
[DISCOUNT CODE]
Your code will expire on [DATE], so take advantage of this offer soon!
What to expect from us: We’ll send you helpful tips, exclusive deals, and updates about new products—but we promise to keep it relevant and not overwhelming. You can manage your preferences anytime.
Add us to your address book so our emails don’t end up in your spam folder.
Ready to get started? [SHOP NOW]
Questions? Reply to this email or contact us at [support email/phone].
Best regards,
[Your name]
[Your title]
[Business name]
[Existing image of Nutshell email template]
This example from a leading e-commerce retailer demonstrates how to present a discount code prominently while maintaining brand consistency and setting clear expectations about future communications. Notice how the discount code is highlighted in a contrasting color and the expiration date creates urgency.
When to use this template:
How to customize this template:
Best for: SaaS companies, service-based businesses, and any company wanting to create personal connection and stand out from competitors
Quick summary: Personalized video welcome emails incorporate video content to make your message stand out and impress customers. Videos create a personal, one-on-one experience that builds trust and emotional connection. This template is especially effective for SaaS companies introducing product features or service providers explaining their approach.
Key features:
Pros:
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Subject line: [First name], I created this just for you
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 with [product/service name].
I recorded a quick video just for you that covers:
Watch the video below (it’s only 3 minutes):
[VIDEO THUMBNAIL WITH PLAY BUTTON] or [CLICK HERE TO WATCH]
Can’t watch right now? No problem—you can watch anytime by clicking the link above.
What’s next: After you watch, reply to this email with any questions. I read every response personally and love hearing from our community.
Over the next few weeks, we’ll be sending you more helpful tips, exclusive offers, and behind-the-scenes updates. But first, watch the video and let me know what you think!
Thank you for joining us. We can’t wait to show you what we have in store!
Best regards,
[Your name]
[Your title]
[Business name]
P.S. — Add us to your address book so our emails don’t end up in your spam folder
This example from a leading SaaS company demonstrates how to present a video prominently while providing a clear call-to-action and alternative link for email clients that don’t support embedded video. The personal tone and specific benefits listed create curiosity and encourage clicks.
When to use this template:
How to customize this template:
Best for: Software companies, SaaS platforms, and any business offering free trials to convert users to paid customers
Quick summary: Free trial welcome emails are sent to users who have just signed up for a free trial of your product or service. These emails set expectations, provide resources, and guide users toward experiencing product value. This template is critical for converting trial users to paying customers by helping them succeed quickly.
Key features:
Pros:
Cons:
Subject line: Your [product name] trial is ready to go!
Hello [first name],
Thanks for signing up for [product/service name]! Your [timeframe] free trial begins today!
Your trial access link: [CLICK HERE TO START YOUR TRIAL]
What you can do during your trial:
Getting started:
Helpful resources:
Questions or need help? Our support team is here to help! Contact us at: [support email] [phone number] [live chat link]
What happens next: Your trial includes full access to all features for [timeframe]. After your trial ends, you can upgrade to a paid plan to continue using [product name]. We’ll send you a reminder before your trial expires.
We’re excited to show you what [product name] can do for your [business/team]. Let’s get started!
Best regards,
[Your name]
[Your title]
[Business name]
P.S. — Need a longer trial period? Reply to this email and we can discuss options.
This example from a leading SaaS company demonstrates how to provide clear trial access, set expectations, and offer multiple support options. The structured format with clear sections makes it easy for trial users to understand what they can do and how to get help.
When to use this template:
How to customize this template:
Best for: Mission-driven brands, nonprofits, and companies with strong values wanting to establish emotional connection and shared values with customers
Quick summary: Brand promise welcome emails focus on establishing an emotional connection by sharing your company’s mission, values, and vision. This template is ideal for mission-driven brands that want customers to feel part of something bigger than just a transaction. Use this when your primary goal is to build long-term loyalty and emotional engagement.
Key features:
Pros:
Cons:
Subject line: [First name], welcome to the [Brand Name] mission
Hi there, [first name],
Thanks for joining the [business name] mission, and welcome!
At [business name], we believe in [core value 1], [core value 2], and [core value 3]. We’re committed to [specific mission statement] and providing [product/service] that makes a real difference.
When you joined us today, you became part of a community of people who share these values and want to create positive change. We’re thrilled to have you on this journey with us.
Here’s what we’re building together:
Want to amplify our impact? Share the love on social media with [brand hashtag] or send [link] to a friend who shares our values. For every person who joins through your referral, we’ll [special offer/donation/impact].
What to expect from us: We’ll keep you updated on our mission progress, share stories from our community, and invite you to participate in initiatives that matter. We promise to stay true to our values in everything we do.
Questions or ideas? We’d love to hear from you. Reply to this email with your thoughts, suggestions, or stories about why our mission matters to you.
Thank you for being part of something bigger.
Best regards,
[Your name]
[Your title]
[Business name]
P.S. — Add us to your address book so you don’t miss updates about our mission and community initiatives.
This example from a mission-driven brand demonstrates how to communicate core values clearly while inviting subscribers to be part of something larger. Notice how the email emphasizes shared values and community rather than product features.
When to use this template:
How to customize this template:
Best for: Businesses with compelling origin stories, founder-led companies, and brands wanting to build emotional bonds through narrative and shared experiences
Quick summary: Storytelling welcome emails use narrative to create emotional connection by sharing your business’s origin story, challenges overcome, and vision for the future. This template is powerful for founder-led companies and businesses with authentic, relatable stories. Use this when your primary goal is to build trust and emotional engagement through authentic storytelling.
Key features:
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Subject line: [First name], here’s why we started [business name]
Welcome [first name],
Before starting [company name], I searched everywhere for a [product/service] that actually worked.
I was frustrated. I was struggling with [specific problem/pain point]. I tried [competitor 1], [competitor 2], and [competitor 3], but none of them solved the real issue. They were either too complicated, too expensive, or just didn’t understand what I really needed.
That’s when I realized: [insight about the market gap].
So I decided to build something different. Something that actually solved the problem I was facing. Something that [core value/mission].
It wasn’t easy. We faced [challenge 1], [challenge 2], and [challenge 3]. But we learned that [key lesson 1], [key lesson 2], and [key lesson 3]. These lessons shaped everything we built.
Today, [product/service name] helps [target audience] achieve [primary benefit]. But more importantly, it’s built on the belief that [core belief].
We hope that [product/service] can help you [specific benefit] and that you’ll experience the difference that comes from a [product/service] built with real understanding of your needs.
Thank you so much for being part of our mission. Your support means everything to us.
Best regards,
[Your name]
Founder, [Business name]
P.S. — I read every reply to this email personally. If you have questions or want to share your story, I’d love to hear from you.
This example from a founder-led company demonstrates how to share an authentic origin story that connects emotionally with subscribers. Notice how the email focuses on the founder’s personal journey and the problem they were trying to solve, making it relatable and memorable.
When to use this template:
How to customize this template:
Best for: Loyalty programs, membership-based businesses, community platforms, and companies wanting to encourage ongoing engagement and participation
Quick summary: Community-focused incentive welcome emails introduce subscribers to exclusive benefits, rewards, and community features available to members. This template is ideal for loyalty programs and membership-based businesses that want to emphasize the value of joining a community. Use this when your primary goal is to encourage ongoing engagement and participation.
Key features:
Pros:
Cons:
Subject line: [First name], welcome to the [Program Name] community!
Hello [first name],
Welcome to the [business name] [incentive program name]!
Thank you for enrolling in our community. You’ve just unlocked access to exclusive content, special deals, and rewards that are only available to our members.
Here’s what you can enjoy as a member:
How to earn rewards:
Your member dashboard: [CLICK HERE TO EXPLORE YOUR DASHBOARD]
In your dashboard, you can:
What’s next: Over the next few weeks, we’ll be sending you exclusive member offers, community highlights, and tips to help you get the most out of your membership. You can manage your preferences anytime in your dashboard.
Questions? Our community team is here to help! Contact us at [email] or [phone number].
We’re so glad to have you on board and hope you enjoy these special perks!
Best regards,
[Your name]
[Your title]
[Business name]
P.S. — Refer a friend and you’ll both get [bonus reward]. Share your unique referral link: [link]
This example from a loyalty program demonstrates how to clearly communicate membership benefits while encouraging immediate engagement with community features. Notice how the email emphasizes both tangible rewards and community connection.
When to use this template:
How to customize this template:
Best for: Newsletter signups, double opt-in processes, email list verification, and companies wanting to confirm subscription while welcoming new subscribers
Quick summary: Hybrid confirmation and welcome emails serve dual purposes: they confirm the subscriber’s email address (double opt-in) while also welcoming them and setting expectations. This template is ideal for newsletter signups and email list verification. Use this when your primary goal is confirming subscription while establishing the relationship.
Key features:
Pros:
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Subject line: [First name], verify your email and get started
Hello [first name],
Welcome to the [business name] newsletter!
We’re thrilled to have you join our community. To make sure we have the right email address and to confirm you want to receive our emails, please verify your email by clicking the button below.
VERIFY YOUR EMAIL ADDRESS [VERIFICATION BUTTON]
Why we ask for verification: We use double opt-in to ensure that:
What to expect from us: Once you verify your email, you’ll start receiving:
We promise to respect your inbox and only send you content that’s valuable and relevant. You can manage your preferences or unsubscribe anytime.
Didn’t receive the verification email? Check your spam folder or [click here to resend verification email].
Questions? Reply to this email or contact us at [support email].
Thanks for joining us!
Best regards,
[Your name]
[Your title]
[Business name]
P.S. — Add us to your address book so our emails don’t end up in your spam folder.
This example from a newsletter platform demonstrates how to clearly communicate the verification process while welcoming new subscribers. Notice how the email explains why verification is needed and makes the verification button prominent and easy to find.
When to use this template:
How to customize this template:
Best for: Founder-led companies, B2B businesses, personal brands, and companies wanting to build credibility and personal relationships with customers
Quick summary: Welcome emails from an actual human being (founder, CEO, or team member) create personal connection and credibility by showing a real person behind the brand. This template is powerful for B2B companies and founder-led businesses. Use this when your primary goal is building personal relationships and establishing credibility through human connection.
Key features:
Pros:
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Subject line: [First name], it’s [Sender Name] from [Company Name]
Hey [first name],
I’m [sender name], the [founder/CEO/title] of [company name], and I wanted to personally welcome you to our community.
I started [company name] because [brief origin story]. We established [company name] in order to [mission/values of company], and I’m passionate about helping people like you [primary benefit].
I’d love to hear what you think of [product/service] and if there is anything we can improve. Your feedback helps us build exactly what customers need. If you have any questions, please reply to this email. I read every response personally and I’m always happy to help.
Over the next few weeks, you’ll hear from our team with tips, resources, and updates. But know that behind every email is a real person who cares about your success.
Thanks for giving us a chance. I’m excited to see what you’ll accomplish with [product/service].
Best regards,
[Sender name]
[Sender title]
[Company name]
P.S. — Seriously, reply to this email if you have questions or feedback. I want to hear from you.
This example from a founder-led company demonstrates how to create a personal, authentic welcome email that builds credibility and encourages direct communication. Notice how the email is conversational and genuine, not overly polished or corporate.
When to use this template:
How to customize this template:
Best for: SaaS companies, software platforms, and businesses offering free trials to convert users to paid customers
Quick summary: “Welcome to your trial” emails are sent to users who have just started a free trial of your product or service. These emails set expectations about trial duration, highlight key features to explore, and guide users toward experiencing product value. Use this when your primary goal is converting trial users to paying customers.
Key features:
Pros:
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Subject line: [First name], your [product name] trial is live!
Hello [first name],
Your [product name] free trial is now active! You have [trial duration] to explore all the features and see how [product name] can help you [primary benefit].
Your trial access:
[CLICK HERE TO START YOUR TRIAL]
What you can do during your trial:
Getting started (takes 5 minutes):
Helpful resources:
Questions or need help? Our support team is here to help! Contact us at:
[support email]
[phone number]
[live chat link]
What happens next: Your trial includes full access to all features for [trial duration]. After your trial ends, you can upgrade to a paid plan to continue using [product name]. We’ll send you a reminder before your trial expires so you have time to decide.
We’re excited to show you what [product name] can do for your [business/team]. Let’s get started!
Best regards,
[Your name]
[Your title]
[Business name]
P.S. — Need a longer trial period? Reply to this email and we can discuss options.
Check out this free trial welcome email from Shopify.
This example demonstrates how to provide clear trial access, set expectations, and offer multiple support options. The structured format with clear sections makes it easy for trial users to understand what they can do and how to get help.
When to use this template:
How to customize this template:
Best for: Product introductions, feature highlights, SaaS companies, and businesses wanting to showcase product capabilities and benefits
Quick summary: Product-focused welcome emails help provide value by showcasing your product or service in a format that’s easy for new customers to digest. These emails highlight key features, benefits, and capabilities while guiding users toward product adoption. Use this when your primary goal is helping customers experience product value quickly.
Key features:
Pros:
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Subject line: [First name], here’s what you can do with [product name]
Hi [first 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]. Let me show you how.
Get to know [product name] in 3 minutes:
[VIDEO OR LINK]
In this video, our [name of employee and what they do] walks you through:
Key features you’ll love:
Getting started (takes 5 minutes):
Learn more:
Questions or need help? Our support team is here to help! Contact us at:
[support email]
[phone number]
[live chat link]
You can also find more of our guides here to learn more about [product/service name].
Take care!
[Your name]
[Your title]
[Business name]
P.S. — Reply to this email with any questions. We love hearing from our customers!
This example from a HubSpot, a leading SaaS company, allows customers to sign up for a free webinar and offers them alternative resources they can use at their own pace. The email balances product features with helpful resources and support options.
When to use this template:
How to customize this template:
Consider creating different versions for different user types
Replace [product name] with your actual product name
Customize the key benefit statement
Create or link to a 2-3 minute product introduction video
List your actual key features and their benefits
Customize the getting started steps for your product
Include real links to tutorials, guides, and webinars
Include real support contact information
Specify webinar dates and times
Test the email and all links before sending
Best for: All industries, immediate value delivery, conversion-focused campaigns, and businesses wanting to generate first customer action
Quick summary: Free gift welcome emails provide immediate value to new subscribers by offering a special gift, exclusive content, or bonus offer. This template is highly effective for driving first purchases and generating quick conversions while the subscriber’s interest is at its peak. Use this when your primary goal is generating immediate action and creating goodwill.
Key features:
Pros:
Cons:
Subject line: [First name], here’s your free gift
Hi [first name],
Thanks for signing up to [product name]!
As a special thank you, we’re giving you [free gift/bonus/exclusive content] absolutely free—no strings attached.
Your free gift: [FREE GIFT DESCRIPTION]
This [gift type] normally costs [value], but it’s yours free when you join our community. It includes:
How to claim your free gift: Simply click the button below and [instructions for claiming gift]:
[CLAIM YOUR FREE GIFT]
How to use your gift: [Brief instructions on how to use or access the gift]
What to expect from us: We’ll send you helpful tips, exclusive deals, and updates about new products—but we promise to keep it relevant and not overwhelming. You can manage your preferences anytime.
Questions? Reply to this email or contact us at [support email/phone number].
Thanks for joining us. We hope you love your free gift!
Best regards,
[Your name]
[Your title]
[Business name]
P.S. — This offer is only available for [timeframe], so claim your gift today!
Real-world free gift welcome email example:
Are you falling off your prospects’ radars? With Nutshell’s personal email sequences, we’ll remember the follow-up for you.
This example from a leading marketing platform gives subscribers a special offer in the form of exclusive content, adding value and establishing themselves as an authority figure within their market. The gift doesn’t have to be a tangible item like money or a free product—it can be exclusive content, templates, or tools.
When to use this template:
How to customize this template:
Best for: Newsletter signups, content download confirmations, lead magnet campaigns, and businesses wanting to confirm action while setting expectations
Quick summary: “Thanks for subscribing” welcome emails are sent to website visitors who complete a form to receive a content resource or subscribe to your newsletter. These emails confirm the action, deliver the promised content, and introduce the subscriber to your business. Use this when your primary goal is confirming subscription while introducing your broader offerings.
Key features:
Pros:
Cons:
Subject line: [First name], here’s your [content name]
Hi [first name],
Thanks for signing up for [newsletter name]!
As promised, here is the link for your free [name of free offering]:
[DOWNLOAD/ACCESS YOUR CONTENT]
What you’ll learn:
Want more helpful resources? Check out our other valuable content:
Or visit [website page] if you were interested in learning more about [product type you offer].
What to expect from us: You’ll receive [frequency] emails with helpful tips, insights, and resources on [subject]. We promise to keep it relevant and valuable. You can manage your preferences or unsubscribe anytime.
Questions? Reply to this email if you have any questions. I’m here to help!
Best regards,
[Your name]
[Your title]
[Business name]
P.S. — Add us to your address book so our emails don’t end up in your spam folder.
This example from a B2B company 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. The email balances content delivery with relationship building.
When to use this template:
How to customize this template:
Best for: Software companies, SaaS platforms, product-based businesses, and companies wanting to re-engage inactive users who haven’t taken action
Quick summary: Reminder emails are sent to users who haven’t engaged with your product or service after signup. These emails gently nudge inactive users to take action, provide helpful resources, and offer support. This template is important for reducing churn and re-engaging dormant users. Use this when your primary goal is re-engaging inactive users and preventing churn.
Key features:
Pros:
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Subject line: [First name], we miss you! Come back to [product name]
Hi [first name],
We noticed you haven’t logged into [product name] yet, and we wanted to check in.
We know getting started with a new tool can feel overwhelming, so we wanted to make it easy for you. Here’s everything you need to know to get the most out of [product name]:
Get started in 3 steps:
We’re here to help: If you’re stuck or have questions, our support team is ready to help: [support email] [phone number] [live chat link]
Helpful resources:
Special offer: As a thank you for giving us another chance, here’s [special offer/discount] to help you get started: [OFFER CODE]
We’re confident that [product name] will help you [primary benefit], and we’d love to show you how. Let’s get you up and running!
Best regards,
[Your name]
[Your title]
[Business name]
P.S. — If [product name] isn’t the right fit, just let us know. We’d love to hear your feedback so we can improve.
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:
Here, the email gives the recipient a gentle nudge while providing social proof in the form of a user review, demonstrating the benefits of using the service. The email balances encouragement with helpful resources and support options.
When to use this template:
How to customize this template:
Best for: SaaS companies, software platforms, service-based businesses, and companies wanting to guide customers through initial setup and help them achieve success
Quick summary: Onboarding welcome emails are the first message in a series intended to steer customers in the right direction after a purchase or signup, helping to engage and nurture them. These emails guide customers through initial setup, highlight key features, and help them achieve their first success milestone. Use this when your primary goal is ensuring customer success and reducing churn.
Key features:
Pros:
Cons:
Subject line: [First name], let’s get you set up for success with [product name]
Hi [first name],
Thanks for joining us at [name of company].
We built [product] as [story behind it]. We’re passionate about helping [target audience] achieve [primary goal], and we’re excited to help you get started.
Here’s what we’ll cover over the next few weeks:
Week 1: Getting started and initial setup
Week 2: Key features and best practices
Week 3: Advanced tips and optimization
Week 4: Success stories and next steps
We’d love to know more about you: Your feedback helps us make sure that we’re delivering exactly what you need. Just hit reply and let me know:
Getting started:
Helpful resources:
Questions or need help? Our support team is here to help! Contact us at:
[support email]
[phone number]
[live chat link]
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.
Thanks for choosing [company name]. We’re committed to your success!
Best regards,
[Your name]
[Your title]
[Business name]
P.S. — Seriously, reply to this email with your goals and challenges. I read every response personally and love hearing what our customers are trying to accomplish.
This welcome email from Sleeknote asks users for their preferences, aiding segmentation:
Using segmentation in this email enabled Sleeknote to send relevant content to their users, increasing open rates by over 1,213% and converting more subscribers into customers.
When to use this template:
How to customize this template:
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 email templates.
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.
People exchange over 333 billion emails every day. It’s crucial to make sure your welcome email 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:
What you put in the subject line matters — after all, it’s the first part of your welcome 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:
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.
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 welcome email 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.
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.
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 Email marketing, 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.
When sending a welcome email to a new customer, it’s important to remember that brand loyalty and trust are still being built. People naturally trust and value the opinions of others, which is why including social proof or testimonials in your email can be so impactful. Highlighting positive feedback from happy customers or endorsements from reputable sources helps establish trust and credibility right away. It reassures new subscribers that they’ve made the right decision in choosing your brand and sets the foundation for a strong relationship.
As demonstrated in this blog post, the benefits of welcome emails are clear. To maximize their effectiveness and ensure their success, consider the following best practices:
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.
Consider using an email marketing tool like Nutshell’s email marketing. This platform seamlessly integrates with Nutshell’s CRM, making it easy to engage with prospects and existing customers. With the flexibility to create welcome emails from scratch or use prebuilt templates, you can save time while crafting effective emails. Start the journey with them by sending a welcome email and continue building strong connections.
A welcome email is typically a single message (or short series) sent immediately after signup to greet and thank the subscriber. Its primary goal is to establish the relationship and set expectations. An onboarding email is part of a longer series designed to guide customers through initial setup and help them experience product value. Welcome emails focus on relationship building, while onboarding emails focus on product adoption and success. Many successful strategies use both—a welcome email first, followed by an onboarding sequence.
Research shows that a series of three welcome emails generates 90% more orders than a single welcome email. The optimal sequence includes:
Some companies also successfully use 5-7 email sequences. The key is to space emails 1-3 days apart and ensure each email has a clear purpose and value for the subscriber.
Send the first welcome email immediately after signup—ideally within minutes. This is when subscriber interest is highest and they’re most likely to open and engage with your message. Use automation to ensure instant delivery. Subscribers expect to receive a welcome email immediately (74% of subscribers expect this), so any delay reduces effectiveness.
Yes, absolutely. Personalized welcome emails have significantly higher open and click-through rates than generic emails. At minimum, include the subscriber’s first name in the greeting. You can also personalize based on signup source, industry, company size, stated interests, or previous behavior. Personalization signals that you value the individual subscriber and increases engagement.
While you can use the same template structure, you should segment your audience and customize the content based on customer type, industry, signup source, or stated interests. Different customer segments have different needs and pain points. For example, a SaaS company might send different welcome emails to trial users versus paying customers, or to different industry verticals.
Effective welcome email subject lines are personalized, clear, and create curiosity or urgency.
Examples include:
Avoid all caps, spam trigger words (like “FREE” or “URGENT”), and misleading subject lines. Test different subject lines to see what resonates with your audience.
Track these key metrics:
Use your email platform’s analytics to monitor these metrics and compare against industry benchmarks. A/B test different elements to continuously improve performance.
Yes, and you should! Automation ensures welcome emails are sent immediately when someone signs up, without manual effort. Most email marketing platforms and CRMs like Nutshell offer automation features that trigger welcome sequences based on specific actions (like signup, purchase, or trial start). Automation also allows you to personalize emails at scale and track engagement metrics automatically.
Review and update your welcome email templates at least quarterly, or whenever you notice declining performance metrics. Test new subject lines, CTAs, and content variations to continuously improve results. Update templates when your product, pricing, or value proposition changes. Keep templates fresh by incorporating new customer success stories and testimonials.
Start by choosing a template that matches your business model and goals. Customize it with your brand voice, specific offers, and value proposition. Set up automation to send it immediately after signup. Monitor performance metrics and iterate based on results. Consider using a CRM like Nutshell that integrates email automation with your customer data for better personalization and tracking.
Follow these best practices:
It depends on your business model and goals. Including an offer (discount, free gift, exclusive content) increases conversion rates and generates immediate value for subscribers. However, it may attract price-sensitive customers. If your goal is immediate revenue, include an offer. If your goal is building long-term relationships, focus on value and relationship building instead. Test both approaches to see what works best for your audience.
Nutshell’s email marketing tool 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!
Updated on March 17, 2023
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