Welcome emails can make or break something you’ve worked so hard for.
You got the lead, but if you blow your welcome email, good luck getting that person’s interest back. On the other hand, if you absolutely nail it, you might have not just a loyal customer, but a loyal customer who’ll spread the word about your business.
I’ve helped all sorts of businesses with their marketing—everyone from eCommerce companies to folks promoting their newsletters—and I know that each business type needs a different style for their welcome email.
Here’s how to approach your welcome email based on your industry.
1. Welcome email template for newsletters
People sign up for your newsletter because they want more of what you’re creating. It’s one of the first stages of the customer journey, so you want to introduce them to your brand—it’s not time to directly sell them on your products or services.
The best welcome emails for newsletters show your new subscribers what to expect. You might send them a recent or popular issue as soon as they subscribe, and you should let them know the schedule they should expect to hear from you on.
Build on this newsletter welcome email template
Subject: Welcome to [your newsletter name]!
Preheader: Get ready for unbeatable content, tips, and inspiration.
Hi [subscriber’s first name],
My name is [your name], and I’m the founder of [your brand]. Thanks so much for signing up for [your newsletter name]!
Here’s what you can expect: every [day of the week your newsletter goes live], I’ll be sending you [describe your content: tips, advice, stories, etc.] that are designed to help you [achieve a goal/solve a problem].
To give you a taste of what’s coming, here’s something I think you’ll really enjoy from a recent issue: [link to recent/popular issue]
If you ever have any questions or just want to share your thoughts, just reply to this email—I read every response.
Newsletter welcome email example
The welcome email I got from Intelligent Tuesday, a newsletter for the eCommerce company Intelligent Change, included a popular issue, so I could see what’s coming to my inbox. But they also added a little blurb at the top to welcome me and give me an overview of what to expect.
Other things you could include:
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Profiles of the writers who contribute to your newsletter
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A reminder that you can unsubscribe at any time
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Links to other content, like blog posts, eBooks, or webinar recordings
2. Welcome email template for SaaS and apps
When someone gets a welcome email for your SaaS product or app, it’s not necessarily because they wanted to hear from you: it’s because they signed up for a free trial of your product or opted in to their first paid month (and didn’t uncheck that marketing emails box).
But getting someone to sign up for the free trial—or even start a paid subscription—is only step one. The next step is getting them excited enough to log in and use it. If they don’t use it, they won’t start (or keep) paying.
That’s why, for SaaS welcome emails, you want to get your reader excited to hop into your product ASAP, learn how to use it, and add it to their regular schedule.
Build on this SaaS welcome email template
Subject: Welcome to [your product]! You’re one click away from [the benefit of your product]
Preheader: Unlock the full potential of [your product] with a few quick steps.
Hi [user’s first name],
Welcome to our growing community of [number of users] [describe a few common user personas]. I’m really excited that you’ve joined us.
We’ve designed [product name] to be as intuitive as possible—so if you’re wondering how to get started, just log in. You’ll see an [onboarding tutorial or getting started guide] which will quickly walk you through the core features.
The number one feature I recommend for new users is [your stickiest feature that helps users quickly get value]. To try it out for yourself, just click the button below.
[Button: Get started now]
If you have any questions, just hit reply! We respond to every email and are excited to help you have a fantastic experience with [your product name].
SaaS welcome email example
I recently signed up for the three-day trial from Brain.fm, a patented music platform that’s supposed to help you focus better (you can also use it for leisure time and sleep). I could immediately tell they worked hard on the welcome email—and it worked.
Reading this made me genuinely excited to use their product. They told me 100,000 other high-achievers were tuning in (yep, I liked being called high-achieving!), and they also reminded me that this isn’t just nice background music. It’s science.
Other things you could include:
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A link to a quick tutorial to show them how to get started
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Links to educational or inspirational content about your product
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A reminder that people can contact you for support at any time (and instructions on how)
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Social proof, testimonials, and links to case studies
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Links to popular features or content, depending on your service
3. Welcome email template for eCommerce
A welcome email for an eCommerce business usually comes after someone has either (a) opted in to a discount in return for providing their email address or (b) made their first purchase from your store. The template below can work for either one, but you’ll want to be sure you adapt it to fit where the person is in their buyer’s journey.
In either case, the person getting this email doesn’t actually have their hands on your product yet (like they do with an app or newsletter). That means you want to keep them interested while they wait. There are a lot of ways to do that, but it’s important to be sure they feel a connection to your brand and build up the excitement about what you have to offer.
Build on this eCommerce welcome email template
Subject: Your exclusive [your brand name] discount awaits
Preheader: Enjoy [XX% off or discount details] on your first order—shop now and save!
Hi [customer’s first name],
At [your brand], everything we do revolves around [your brand philosophy/what you stand for]. We can’t wait for you to experience the magic firsthand.
As a thank you for [signing up for our email list / making your first purchase], you can use the code [insert discount code] for [X% off or special offer].
Here are a few of our most popular products that [showcase why they align with your company values, or share what customers have said about them]:
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Product #1
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Product #2
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Product #3
We’re so excited to have you as a part of our community. Stay tuned for more great products and offers coming your way!
eCommerce welcome email example
Seek Discomfort did a great job of reminding me why I was buying from their company by sending me this post-purchase welcome email.
They talk about their company values and acknowledge that they understand the kinds of folks who purchase from them (“Seekers”—love the nickname). This welcome email helped me feel a relationship with the brand before I even had the product I’d ordered. It made me excited for the product to arrive and helped me avoid any buyer’s remorse.
Other things you could include:
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A selection of your most popular products or bundles
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Links to content reflecting your business mission and values
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Information about upcoming sales, collections, or events
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Product education for whatever they purchased
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Links to social media (so they can promote your item when it comes)
4. Welcome email template for brick-and-mortar stores
Yes, brick-and-mortar stores need email lists, too. Folks sign up for brick-and-mortar emails during a purchase (usually to claim a discount) or after they’ve made their purchase (to get access to a membership, more discounts, or just updates on things like promotions and events).
There’s a higher barrier-to-entry for getting a return customer to a brick-and-mortar store. It’s not as easy as “click into the email and purchase.” That means it’s really important for your welcome email to connect your subscribers with your brand and give them a solid reason to come into the store (usually via perks for being a subscriber).
Build on this brick-and-mortar store welcome email template
Subject: Hi from [business name]! See what perks you can expect
Preheader: Get [XX% off] when you visit us in-store—see what’s waiting for you!
Hey [Subscriber name]!
We’ve been part of the [town/city name] community for [number of years], and if there’s one thing we’ve learned in all that time, it’s this: without people like you, we couldn’t make it. Thank you for supporting your local [type of business]. We truly couldn’t do it without you.
That said, we don’t expect you to swing by our store without getting something in return! (That wouldn’t be very neighborly now, would it?)
To thank you for your support, here’s what you’ll get as a [your business] subscriber:
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Benefit #1
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Benefit #2
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Benefit #3
Oh, and one more thing: the next time you come in, please mention you just joined the email list for a [% discount] on your next purchase.
We can’t wait to see you! Come and visit us soon.
Brick-and-mortar business welcome email example
When I visited the coffee shop Bluestone Lane, they asked if I wanted to become a member to get access to perks. As a frequent visitor, I decided to opt in.
Their first email to me explained the benefits subscribers (like me!) get at their cafes. I learned that I can skip the line and add points to my loyalty profile for a more seamless in-person experience. Brick-and-mortar subscribers are looking for the perks coming with sharing their information—so make sure to show them.
Other things you could include:
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Photos of the inside of your store, including some of your most popular products
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Information about upcoming events or promotions
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Your address, phone number, and hours of operation
5. Welcome email template for service businesses
If you offer a service, it’s likely that it’s pretty personalized. Maybe you’re a business coach, a management consultant, or even a lawyer. In all of these cases, your work is catered to your clients, which means your welcome email has to be hyper-personalized, as part of a seamless client onboarding process.
Your welcome email should include any necessary onboarding documents and a link to a client intake form, so you can get to know the client better (in whatever way you need for your business).
Build on this service business welcome email template
Subject: Thanks for reaching out to [your business name]!
Preheader: Take two minutes to get started now, and get ready for an unforgettable [your service type] experience.
Hey [subscriber name]!
Thanks for signing up for [brand name]. We’re so excited to be working with you, and we want to be sure we start off on the right foot. To help us get to know you better, please complete this short form, which will help us [what you’ll learn].
[Button CTA to fill out the form]
After you complete the form, we’ll [tell them what to expect next]. Don’t hesitate to reach out if you have any questions in the meantime!
[Name of the specific service provider they’ll be working with]
Service business welcome email example
When you sign up for the interior design service Havenly, they do a great job of telling you what the next steps are, and they link you (with a very prominent CTA button) straight to where you need to go. They also make it personal by including your designer’s name.
As a bonus, they include obvious links to learn more about the service or contact them if you have questions. As a service provider, you want to be really clear that customer service is your priority, and this email from Havenly does just that.
Other things you can include:
6. Welcome email template for non-profit organizations
If you run a non-profit, your cause is almost certainly more worthy and urgent than most of the marketing that happens online. Even so, you’re at the mercy of the same trend that marketers of all stripes are struggling with—an increasing scarcity of attention among consumers.
To stand out, you have to connect meaningfully with your target audience. For many non-profits, that means focusing on the individual stories of people affected by your work. The most powerful non-profit welcome emails find a way to balance high-level statistics with photos, videos, and testimonials that humanize your efforts.
Build on this non-profit welcome email template
Subject: Welcome to [organization name]—together, let’s make a difference
Preheader: Discover how you can make a lasting impact
Dear [first name],
As a part of the [organization name] community, you’re helping us work toward our mission of [insert mission statement]. As [organization name]’s founder, I’m deeply grateful for your support. Whether it’s advocating for change, supporting essential programs, or spreading awareness, your involvement strengthens our ability to serve those in need.
Let me share a story that highlights the difference we’re making together:
[Insert a story of someone positively impacted by the organization’s work]
This is just one example of how your support directly helps transform lives, bringing hope and change where it’s needed most.
Your contribution, big or small, drives us closer to achieving our goals.
[Call to Action: volunteer, donate, or join event]
We are so glad to have you with us and look forward to the impact we’ll make together.
Non-profit welcome email example
After donating to the National Multiple Sclerosis Society, I got a transactional email confirming the donation, which was quickly followed by an email welcoming me as a supporter. What I love about their approach is their dedication to individual stories: each email in the National MS Society’s welcome series features a real MS survivor. They also do a good job of connecting to the broader cause—and creating urgency—by referencing recent statistics that illustrate the scale of the problem.
To prompt action from users, the email urges readers to learn more and to choose their preferred way of making an impact: joining a fundraising event, supporting research, or sharing your story.
Other things you can include:
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A clear CTA to donate again (or become a recurring donor)
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A video showcasing your work in action
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An introduction to key team members or volunteers
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A link to your annual report or impact page
7. Welcome email template for creators and personal brands
If you’re a creator, one of the biggest mistakes you can make is being too “business-y” in your writing. Your subscribers signed up because they want to hear your unique voice—not another email full of cautious corporate-speak. Use your welcome email to put your personality and point of view on display.
Creator welcome emails also tend to be longer than most. Many creators have blog posts, podcasts, and YouTube videos, plus a whole assortment of social channels. You might think including all of this in a welcome email risks overwhelming your audience, but each of your readers consumes content differently; if someone mainly consumes podcasts, it’s in your interest to steer them toward that channel as quickly as possible.
Build on this creator welcome email template
Subject: Thanks for subscribing to [your personal brand]!
Preheader: You’re joining [number of subscribers] other curious humans on a path toward [the goals you write about].
Hey there 👋
You’ve joined a vibrant community of like-minded individuals eager to explore [the themes you write about]. I’m thrilled to have you here!
[Give a brief personal background on why you started this project, including your personal motivations and any relevant “aha” moment.]
Here are the themes I explore:
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Theme #1
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Theme #2
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Theme #3
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Theme #4
If you’re looking for an introduction to these ideas, I always recommend starting off with these three posts, which have generated a ton of positive feedback from readers over the years:
You can dig deeper into my thought process here:
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Podcast: I interview well-known guests like [guest name] from the world of [your topic]. Follow now on Spotify or Apple for weekly inspiration!
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Book: I’m excited to announce the launch of my new book, [Book Title]! It’s a reflection on my experiences with [the themes you talk about].
That’s it for now—keep an eye out for more from me soon. In the meantime, feel free to reply to this email. I read and respond to every email I get.
Creator welcome email example
Paul Millerd is a creator I’ve followed for a few years now. The welcome email for his newsletter Boundless (now called Pathless) is a great example of how to let go of formality: Paul writes casually and shows up as his full self.
After thanking his readers for subscribing, Paul shares his story and explains the key themes he explores. Then, he shares a wide range of ways to engage with his work, including a book, a podcast, a list of popular blog posts, social media accounts, a course, and a booking calendar for 1-on-1 conversations.
Other things you can include:
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Showcase testimonials from your audience
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Include a sneak peek of upcoming projects
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Share a behind-the-scenes glimpse into your creative process
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Invitation to join your community (e.g., private group, membership)
8. Welcome email template for membership websites
Membership businesses, like SaaS businesses and other subscription-oriented businesses, face their highest churn risk right after members sign up. If new members fail to engage, they’ll struggle to get any value. That makes the welcome email—and the onboarding emails that come after it—crucial for the health of the business.
Of course, a welcome email on its own isn’t a magic wand for retention and member engagement. But by helping new members feel included right away—while directing them toward your “stickiest” resources—you can help them get value faster and stick around longer.
Build on this membership welcome email template
Subject: Welcome to [Membership Website Name]—we’re excited to have you!
Preheader: Learn how to get the most out of your new community.
Hey [first name] 👋
Welcome to [membership website name]! We’re thrilled to have you as part of our community.
To make the most of your membership, here are a few steps you can take:
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Explore our member hub. Check out the [membership website name] hub, where you’ll find a roadmap of upcoming content, community guidelines, and our comprehensive resource library. [Link to member hub] (Don’t forget to bookmark it!)
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Join our community. Connect with fellow members on our [Slack, Discord, etc.] channel. Engage in discussions, ask questions, and share your insights. You’ll gain access to specialized channels tailored to your interests. [Link to join]
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Claim your welcome gift. Fill out this quick survey to [receive swag / be entered for a chance to win exclusive prizes]! Your feedback helps us create an even better experience for our members. [Link to survey]
Let us know if you have any questions—and we look forward to seeing you in the community!
Membership welcome email example
Memberships are all about creating belonging quickly. Peak Freelance, a freelance writing community, gives you two ways to start getting value: a membership hub (including courses and content) and a Slack group. It’s especially smart to nudge readers toward the Slack group as soon as possible, since getting involved in community conversations makes it much more likely that they’ll stick around.
I also like that Peak Freelance sends its emails from the founders rather than impersonally from “the organization.”
Other things you can include:
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Introduce key members of your team
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Share success stories from other members
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Invite readers to sign up for members-only events or webinars
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Include a video tour explaining how to navigate the membership hub
9. Welcome email template for financial services
Bank advertisements love to feature normal people enjoying life: a woman staring out the window while journaling, for example, or a man talking with his father over coffee. (Both are real ad examples from Bank of America.) Marketers in the financial space have long been wise to the fact that finance itself is a fairly dry and uncompelling topic; to talk about money effectively, you have to connect it to more meaningful life goals.
As a financial services brand, use your welcome email to talk a little about money and a lot about your customers’ goals—and how your product or service can support them.
Build on this financial services welcome email template
Subject: Your financial journey starts here
Preheader: Ready to navigate your financial future with confidence?
Hi [your name],
Welcome to [your brand name]! We’re so glad you’ve joined us.
It’s easy to let your finances sit on the backburner, but you’ve made the choice to start taking control of your money. Take a moment to congratulate yourself! Whatever your current financial situation may be, today marks a fresh start. We’re here to support you every step of the way.
To get started, make sure to [download our mobile app / access our platform / book a call with an advisor]. Once you’ve done that, you’ll be on the path to financial peace of mind.
In the coming days, [financial advisor’s name], one of our financial advisors, will reach out with a handful of practical tips to help you get started.
In the meantime, if you have any questions, you can always feel free to reach us at this email address. We reply to every email.
Financial services welcome email example
YNAB attracts users who feel overwhelmed by money and want to take control over their financial life. The challenge for YNAB’s welcome email is to tap into that core motivation and avoid getting bogged down in the drier details of how the app works.
The email—which is presented as a personal letter from the company’s founder—is casual, empathetic, and a little funny (“You’re the captain of your financial ship, and fear not, this isn’t the Titanic.”) But what I really love is how YNAB consistently frames its product in the context of the bigger personal journey of reducing financial stress.
Other things you can include:
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Share testimonials from other customers
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Mention any community challenges (e.g., savings challenges, investment competitions)
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Make it easy for users to track their financial progress or performance
Automate your welcome emails
It would be great if you had the bandwidth to write all these emails from scratch, personalizing each one perfectly for the new customer. But that’s the opposite of a good business model, so you’re going to need to employ some marketing automation.
Your email marketing tool should take care of this welcome email automation once people are subscribed to your list, but Zapier can help you turn your leads into subscribers and continue to nurture them after that first welcome email. Learn how to automate your email marketing.
Related reading:
This article was originally published in April 2022 by Eva Gutierrez. The most recent update was in October 2024.