It is said that we have a short time to make a good first impression.
What is a welcome email?
A welcome email is an email a company sends to a new customer, blog subscriber, or newsletter subscriber. Welcome emails can have a video, special offer, sign-up form, or just a friendly hello to establish a relationship with a new contact.
Examples of Standout Welcome Email Templates
1. Airbnb
Subject line: How does Airbnb work?
Uncertainty turns potential customers away. New users usually want to know how your product or service works before using it. Airbnb’s welcome email provides clear guidelines on how things work, which reduces anxiety.
It provides you with a clear introduction to their features:
- find a home
- explore experiences
- travel with confidence
- become a host
The text contains visuals of people enjoying themselves and provides concise descriptions with call-to-actions that are relevant to the reader.
Instead of having a CTA that asks people to commit to an action, like “Book Now”, the CTA suggests they “Explore” instead. This is less pressure and requires less effort.
2. Allbirds
Subject line: Welcome to the Flock
At Allbirds, we strive to create a comfortable feel that is evident in every aspect of our brand.
Allbird’s welcome email:
- uses colorful language to convey values
- includes subtle animated GIFs that are consistent with the overall welcome email layout
- starts with an outstanding subject line: Welcome to the Flock that builds on the brand’s playful, friendly tone-of-voice, while making you feel part of something
All of these elements working together create an authentic and memorable brand identity.
3. Asana
Subject line: Welcome to Asana
The design of Asana’s welcome email is consistent with their product, which helps strengthen their overall brand identity.
The messaging in this email is clear and concise, and it tells the subscriber what the next steps are.
The article provides three things for the customer to try out which will allow them to gain value from the product quickly. The headlines are actionable and short so that the customer can easily understand what they need to do.
The use of a purple CTA button creates a visually appealing contrast against the background layout.
4. Away travel
Subject line: We’re Away. Let’s meet up.
Away uses a welcome email to describe and share their values and authentic passion for travel. They demonstrate a customer-first approach by talking to travelers about what they needed on the road.
Away offers a 100-day trial to reduce anxiety, as well as five strong benefits and reasons to choose their product. The narrative makes Away’s luggage feel thoughtful and bulletproof.
This email makes you feel welcome and inspires you to take your next trip with the company.
5. Casper
Subject line: Welcome to Casper!
The email from Casper has a beautiful design with colors that match the night and language that makes you feel sleepy, creating a relaxing feeling around the brand.
Casper strives to prove the quality of their products through awards and to earn your trust. Their welcome email suggests they use high-tech methods and take sleep seriously.
The 100-night trial makes it easier to buy the product because you can change your mind and it feels like less of a commitment.
It’s great to see something fresh, and “let’s get sleepy” is a hilarious CTA that implies action and aligns with the copy!
6. Eve sleep
Subject line: You’re part of the family now
At this store, we believe that everyone deserves to wake up happy. To make this possible, we sell mattresses that are extremely comfortable and perfect for a good night’s sleep. After hearing our philosophy, you should be convinced that this is the right place to buy your next mattress.
The most significant benefits of Eve’s products are that they make you happy when you wake up and you sleep better at night. This is a great way to emotionally hook people!
The introductory paragraph has a CTA that says “shop now.”
If your paragraph is so great and imaginative, you can keep your call to actions simple.
The second part of the welcome email offers perks that help bring the reader closer to making a purchase:
- Free delivery
- 100-night trial
- 10-year warranty
7. Evernote
Subject line: Welcome to Evernote!
If you want to be successful, you need to start using Evernote on your phone today.
This note-taking app is excellent and easy to use. To take full advantage of its benefits, simply follow the directions.
Evernote keeps its copy short, light and to the point, telling new subscribers:
- How to download the app.
- How to use it to improve productivity efficiently.
8. Grammarly
Subject line: You + Grammarly = Ready for Action
They know how to make you fall in love with their personality using online channels. Grammarly uses playful, witty language to get right to the point.
And it’s not just a tagline. It’s a rallying cry, a mission statement, and a vision for the future of the organization. Their welcome email begins by saying “Write the Future.” This is not just a tagline, but a rallying cry, mission statement, and vision for the future of the organization.
Writing well can help you have better conversations, achieve great things, and maintain healthy relationships.
This is a very insightful perspective – it makes a lot of sense. This is a great comparison.
9. Headspace
Subject line: Ready to meditate?
The Headspace email template for new customers is very well done. It uses illustrations to provide interesting meditation lessons and defines their brand identity.
This welcome email example:
- tells you exactly how the trial works
- uses a strong lead magnet (free 10-day beginner course)
- explains what happens when you want to go beyond the basics of meditation
A second CTA button at the bottom of the welcome email would be helpful so users don’t have to scroll back to the top of the page to start meditating.
10. Helloprint
Subject line: Hi Paul, let’s get you started.
Hello, and welcome to Helloprint! Our company is happy to have you aboard, and we want to do everything we can to make sure you have a great experience with us. To that end, please allow us to introduce you to the members of our support team. They are Mary, Martha, and Danny, and they will be taking great care of you during your time with us. We hope you enjoy your stay!
Adding a face to your brand makes it feel more friendly and personal.
11. Invision
Subject line: Welcome to Invision
Invision’s welcome email includes three helpful videos to demonstrate how to get the most out of the Invision experience.
The text is saying that because their customers are well-known and respected brands and experts, this makes the reader trust the product more and be more likely to use it.
This company’s writing style makes it easy to see what benefits their product can offer.
The approach used is simple and visual, which is consistent with the story and the overall product.
12. Virgin America
Type of welcome: Get Started
An email welcoming new customers is a great opportunity to introduce them to the unique aspects of your brand.
Virgin America welcomes customers with the “I love you” hand symbol front and center, signaling that they care. The accompanying copy, “Welcome aboard,” and casual call-to-action, “Grab a seat,” help to position Virgin America as a hip, fun-loving brand.
13. Food52
Type of welcome: Get Started
The fact that Food52’s welcome email includes the line, “We brought snacks,” speaks volumes about the brand. This simple element tells recipients that they can expect a fun, friendly experience from the company.
The preview text is the short description of an email that is displayed next to or below the subject line in someone’s inbox. It is pulled from the body of the email. For example, when you see Food52’s welcome email in your inbox, you get a taste of their brand’s personality before you even open it.
14. Monday.com
Type of welcome: Video
The email has a friendly subject line and a conversational tone in the body so that the focus stays on the introductory video.
Monday.com is a task management tool for teams and businesses. The welcome email you get when you sign up is personalized with your first name, which is known to increase email click-through rates.
The more personalized you can make your email sound, the better. If you have a lot of details to share with your new customer, follow Monday.com’s lead and embed them in a video, rather than spelling them all out in the email itself.
15. Kate Spade
Type of welcome: Thank You
We are constantly bombarded with requests to sign up for email communications from different brands. So, when someone takes the time to sift through all of these requests and intentionally sign up for your brand’s email communications, it is a big deal.
Kate Spade is grateful to those who subscribe and shows it by using big, bold “Thank You” in their welcome emails. By placing it on an envelope, Kate Spade recreated the feeling of receiving an actual thank-you letter through mail.
16. Lyft
Type of welcome: Get Started
If you’re looking for an example of the perfect way to craft a welcome email, look no further than Lyft.
Lyft’s welcome email is simple yet vibrant, focusing entirely on the look and feel of the app. The app is designed to be warm and smooth, and the email’s branded pink call-to-action draws your eyes toward the center of the page, inviting you to “Take a Ride.”
17. IKEA
Type of welcome: Offer
There is no hard sell in IKEA’s welcome email; instead, it uses the email to promote its other, lesser-known programs and content channels. For example, the email’s call-to-action explains the value of its member benefits program. The email also prompts recipients to visit the IKEA design blog and to contribute to the company’s collaborative “Share Space” site.
If you’re not interested in any of the extra stuff that IKEA offers, you can easily log in and start shopping. There is a login field at the top of the page.
18. Michaels
Type of welcome: Offer
The way Michaels welcomes new email subscribers is a mix of what Kate Spade and Virgin America do. In addition to thanking people for signing up, Michaels’ email highlights the brand. It’s well done – the long email looks like one big arts and crafts project with paint, yarn, and chalkboards.
Another standout feature of this welcome email is that Michaels makes it immediately clear what value its future email communications are going to provide. After thanking subscribers, there’s this nice bit of copy that sums it up:
“We’re going to send fun stuff like DIY tips and tricks, invites to in-store events, and exclusive deals and coupons.”
19. Sphero
Type of welcome: Hello
Sphero’s welcome email is very cute and it was sent from a galaxy far, far away.
The email you receive will be similar to the one above if you purchase a Bluetooth-controlled BB-8 from Sphero.
This email is on this list because its subject line is “A little Droid told us you wanted our emails.” By cleverly personifying the product, Sphero develops a relationship with its recipients through the product you just bought from them.
The email is just trying to say hello and show you how to use your new BB-8 Droid with your smartphone.
20. Drift
Type of welcome: Get Started
The welcome email Drift sends out after signing up for their newsletter is very simple and straightforward, without any frills or extras.
The email starts by admitting that most companies have long and tedious welcome emails, but Drift is not most companies. The email then proceeds to list the company’s most popular blog posts. The email ends with a very brief mention of the product.
Why welcome emails are important
Open and click rates are not the only measure of success for your welcome email.
The purpose of a welcome email is to move users through an onboarding process. You may want to tweak subject lines and body copy to optimize conversion.
The next step, depending on your product, blog or store could be to encourage readers to:
- complete their profile
- download content
- read a help doc or guide
- login to their account
- make a purchase
- complete a task/action