When starting an email marketing campaign, a marketer is concerned about the customer onboarding flow, which is significantly influenced by the initial touches. So how does one get it right? It all starts with an outstanding welcome email.

Let’s see what a welcome email is:

The welcome email delivers the first impression of your brand. It may be nothing more than a friendly hello that helps connect with the end customer. It encourages the customer to interact more with your service or product.

When you keep your welcome email clear, informative, and actionable, it delivers a difference. Nevertheless, while a few welcome emails deliver the winning edge for business, others don’t. Testing is recommendable in the case of welcome emails.

What makes welcome emails important?

A marketer should keep in mind that it is not open or click-thru rates that define the success of a welcome email. But the subject and body copy should nevertheless be tweaked such that conversions are optimized.

The true essence of welcome emails is to easily transition the users through to your onboarding process.

Stats for welcome emails

  • On average, welcome emails have an open rate of 50%. This makes them 86% more effective than standard newsletters.
  • When they subscribe to your list, 86% of subscribers expect to receive welcome emails instantly.
  • Upon receiving a welcome email, users engage 33% more with a brand.

The next step in line is subject to your blog, product, or store. This encourages readers to

  • Fill in their details.
  • Download pdfs, e-books, images, etc...
  • Go through a guide or a help doc.
  • Log on to their account.
  • Buy stuff online.
  • Complete any action or task.

This step delivers value. A marketer should keep a tab over the conversion rate.

We can now take a look at a few of the best examples of welcome emails:


Subject line: How does Airbnb work?

Uncertainty may discourage a conversation from moving forward. Before they get started using it, a new user may want to know more about how your service or product operates. The welcome email by Airbnb helps mitigate user anxiety by clarifying how things work.

A reader finds an introduction to Airbnb’s features:

  • Finding homes
  • Running through experiences
  • Travelling with confidence
  • Be a host

The content exemplifying the sections is vastly visual. They show images of people enjoying themselves. Descriptions are not too elaborate but concise. They are actionable and feature relevant CTAs.

The CTAs are, as a surprise, effectively innovative. The button says Book Now, Explore, terms that we don’t generally see. This promotes a relaxed atmosphere.


Subject line: Welcome to the Flock

Allbirds is the most comfortable shoe brand in the world. The feel that is created is consistent throughout the welcome email.

The welcome email by Allbirds:

  • Conveys brand values through great language
  • The animated GIFs in the email are all presented nicely
  • The subject line is very nice ‘Welcome to the Flock’. This highlights the brand's lightweight and playful image.

Overall, Allbirds makes a memorable identity. Great job!


Subject line: Welcome to Asana

The welcome email by Asana has parallels with their product. This works nicely from the brand recognition point of view.

Messaging is reasonably focused. This gives a subscriber a fair idea about the steps that need to be followed.

If we see the “Three things to try out now” section - it eases the roadmap for a reader to get started. This also makes it easier for him to derive the maximum value from the product.

The actionable headlines in Asana’s welcome email are to the point while being short. The CTA button that they have presented is a vibrant purple, and looks great, in contrast with the entire layout.

Asana welcome email is just one example that uses the 1-2-3 formula. This works nicely for welcome emails and makes it easier for an end consumer to grasp information. Using a new product is simplified for an end consumer.

Away travel

Subject line: We’re Away. Let’s meet up.

Away is a top grade luggage brand and with their welcome email, they describe and share their brand values, about a passion for travel. Right from the word go, they stick to a customer-first approach. They discuss with travellers about the necessary stuff needed for road trips and trips in general.

Five commendable benefits are hard to miss in Away’s welcome email. This gives a consumer some additional reasons to choose their product. The 100-day free trial further reduces anxiety, as a subscriber knows that he can cancel his subscription at any time.

Away’s got a great narrative as well, thoughtful, and flawless. Their welcome email is on the same page as the brand image and acts as an inspiration for your next trip.

A marketer should observe all recipients of your email are not currently your customers. To win their trust, a little bit of the background story for the brand goes a long way.


Subject line: Welcome to Casper!

Casper’s got a nice and aesthetic email. Their night colours are well matched. The sleepy language in which the welcome email has been presented promotes an aura of relaxation.

The awards they won further highlight the quality of their products. This helps them win consumers’ trust. Upon going through Casper’s welcome email, we come to see that they’re involved with high tech stuff dedicated towards better sleep.

They even got a 100-night trial that reduces anxiety levels for the subscribers, with the liberty they have to change their minds at any point in time. The purchase decision is more instant.

Let’s get sleepy is a CTA that incites humour, but nevertheless aligns with the copy seamlessly. It stands for action as a fresh genre of written content that amuses the reader.

Eve sleep

Subject line: You’re part of the family now

Upon reading the subject line, a subscriber instantly inculcates a feeling of belonging. It humanizes the brand and promotes the feel of good, purposeful caring.

We believe everyone should wake up happy. It’s why we create outrageously comfortable mattresses for an epic night’s sleep.

Upon mentioning such a statement, few things in life matter. You know your mattress is going to be really good.

Eve’s welcome email is straightforward in terms of the top benefits that their product promotes. One wakes up delighted after a great night’s sleep. It brings in an emotional connection.

Right atop the introductory paragraph is the classic CTA which says Shop Now. When your paragraphs are beautifully creative, a simple CTA works well to do the needful on the subscriber’s behalf.

By reading the second part of the email, a subscriber is further drawn closer in the process of making a purchase.

  • Free delivery
  • 100-night trial
  • 10-year warranty

The shipping package by Eve is of high quality and induces comfort.


Subject line: Welcome to Evernote!

The initial statement in the welcome email is catchy.

“You’re going places. Your notes should too. Install Evernote on your phone today”

Evernote is a note-taking app. In a concise and clear statement, they explain the benefits of the app.

The copy is short and light. It is right at the point and specifies the way to:

  • Download the app
  • Use it in ways that enhance productivity

Subscribers’ attention span is short, seldom beyond 11 seconds, Litmus research specifies. Emails can, therefore, be optimized for short attention spans, with the use of tactics such as bullets, subheads, and heads.


Subject line: You + Grammarly = Ready for Action

As a free online assistant, Grammarly has been on the spot with their online communication.

They make use of online channels right and have a personality to adore. They rise beyond a playful and witty personality and get straight to the point.

Write the Future. This appears at the beginning of their email.

better writing opens you up to better conversations, remarkable accomplishments, and healthier relationships”.

Their perspective is broad by all parameters. Coming to think of it, their perspective is true. The analogy is adorable.

They got three sections that follow, which tells us more of the basic features provided by Grammarly. A reader can get started and gain value fast.

When creating welcome emails, a marketer should ensure that his tone of voice is consistent across all communications. This makes a brand memorable and engaging.


Subject line: Ready to meditate?

Headspace is a guided app for meditation. It tells about a life that is healthier and happier, and also masters mindful-storytelling.

They create great animations as well.

Headspace’s got a cartoonish style of branding, so their welcome email becomes a must-see. Through illustrations, they forward interesting meditation lessons. This also makes their brand identity.

In the example of the welcome email mentioned over here, on learns

  • The workings of the trial period
  • The 10-day beginner acts as an attractive lead magnet
  • The welcome email also illustrates what occurs when you intend to super exceed meditation’s basics.

Nevertheless, the second CTA towards the lower part of the Headspace welcome email is missing. To initiate your journey with meditation, you’d be required to scroll back.


Subject line: Hi Kasia, let’s get you started.

Helloprint’s welcome email works nicely towards humanizing the brand. It promotes warmth and is welcoming. This is facilitated by the introduction of their team members.

What this does is that it takes away the anonymousness factor from the welcome email. You know right from the word go that it is Danny, Mary, and Martha whom you are involved with.

From a generic point of view, we see that it is a fine idea to let a viewer get to know a person or a few in an email. One can put some nice photographs focused on the face, of some people. This adds to the friendliness of an email and makes it personal.

When you introduce your team members in a welcome email, it becomes more personal than what other ways can achieve. This promotes an aura of friendliness and trustworthiness for your email.


Subject line: Welcome to Invision

When we see the welcome email of Invision, we come to realize that they convey their story through the welcome email.

In the welcome email, one comes across three handy videos. They exemplify ways in which one can make the best of the Invision experience.

The catchiest feature of the email is their simplistic approach towards the visual design. This is closely associated with the narrative and adds to the overall essence of their product.


Subject line: Kasia, let’s get you designing in Marvel

In the welcome email by Marvel, one comes across illustrations, which also feature short but informative video tutorials. The copies are personalized for viewers and bring useful resources within easy access.

Among the catchy features of the welcome email are its clean and minimalistic designs.


Subject line: Welcome to Medium, Kasia Perzynska

Medium’s got a light and clean welcome email in place. It is rich in design and pastel colours.

They got a powerful statement, which is simple at the same time, right towards the start of the email.

Welcome to Medium, where words matter

This works towards forwarding Medium’s central idea right from the word go. Moreover, a reader gets to know about the very fundamentals associated with Medium.

  • For whom was the platform created for
  • the basic idea behind medium – to ensure that a viewer finds access to precisely personalized content
  • The way to get unlimited access - $5 monthly

If we consider Medium, their messaging is concise. They express to a reader the ways in which the modern content platform works.

So what does one expect to find in the welcome email by Medium? There’d be some personalized stories that capture your interest. Alongside, there’d be the top-performing stories as well, which is likely to capture your attention instantaneously.

The Medium welcome email exemplifies that the more personal your welcome email is, the better it performs and works for your brand. Your welcome email should include the content that your users actually value. The use of event data helps bring dynamic content to the email.


Subject line: Welcome to Mode!

The welcome email by Mode gets right started with a clean hero image. One finds coders seated at a desk, and they got a nice and personal greeting in there as well.

Following that, a viewer comes across two practical ways in which he can start off with Mode. He also finds a nice and little explanation of the analytics platform, and then there’s a 2-minute walkthrough video.

In the email are three CTAs placed strategically. Each is oriented towards the product’s core values. This example of the welcome email is not just very well focused, but it is high on clarity as well.


Subject line: Fantastic. You are in!

Moo’s welcome email has a creative email design. They got a fun picture in there, along with a nice and fresh colour combination: yellow, green and blue.

MOO is into design. They come up with the state of the art designs and prints for their clients. Their welcome email further reinforces their designing skill sets.

They start with a greeting, and a significant promise follows next in the line. Sometimes, they send in a funny picture. This may include some of their prints. Then, the welcome email is characterized by its catchy colour combinations.

Moo uses great language to convince their consumers and express that with their prints, you’re going to impress everyone. “if you’re not over the moon, they’ll move mountains to make it right.

The warranty sounds reasonably good.

Their award-winning customer service is a further assurance of their services. Moo is a brand associated with trust, which enhances the customer experience.


Subject line: Get Started with Pipedrive

Pipeline’s welcome email is technically great. It combines numerous best practices for email writing within their welcome email. Going through the email, one comes to realize that it reduces anxiousness and creates trust quickly. The email talks of social evidence to achieve the same.

Ultimately, there’s more to the pipeline email. They are exceptionally good at persuasion, and also demonstrate the high quality of their product. They exhibit ratings that show their product to be the best CRM. This makes it easier for their product to earn credibility.

They also got an explainer video in there, which explains to viewers better regarding the product.

As per Wistia, videos up to 2 minutes long get additional engagement. Thereafter, there is a significant drop in engagement levels.

Value-packed and short videos hence make a fine generic idea to go ahead with, to keep viewers engaged. The CTA also stays within easier access.

Towards the end of Pipedrive’s welcome email, a few quick links are placed. They got helpful resources in there and a few stats as well that assure a reader that they came across the right tool for themselves.


Subject line: You’re in. Welcome to Starbucks Rewards

Starbuck’s USP is their creative marketing communication. If we take a look at their welcome email, we come to realize that it is close to perfect.

Nearly towards the start of the email, a viewer comes to see the benefits that he can get from the Starbucks reward program.

The email is best defined as a copy that is focused and clear, perfectly matched with aesthetic illustrations and visuals.

The email is informative, which is one of its highs. Even while the elements match each other well, clear CTAs are missing. Ideally, each section should have a CTA, and the email should be targeted towards a specific action.

Marketers should ideally have a strategic outlook regarding CTAs in their welcome emails. When you come to realize that the email is becoming lengthy, choose to go ahead with multiple CTAs sprinkled across the email. This renders easier access to a CTA for a viewer.


Subject line: Welcome to TripIt, Kasia

The approach used by Triplt’s welcome email is the same as the one Asana uses. Triplt uses the 1-2-3 formula which simplifies processing the information for a reader. Triplt is overall high on simplicity and actionability.


Subject line: Welcome to Turo

The first thing that a viewer sees in the Turo welcome email is an imagery of a van on a road, right in the middle of nowhere. This location may be Arizona or Utah.

They got a hero image towards the top, and an introductory statement follows.

“Your adventure starts here”
This glamorizes a road trip to the great outdoors. So Turo’s got a fantastic welcome email in place. The content has a nice flow to it and is complemented by the visuals. The short welcome email creates a commendable effect. Turo’s good at storytelling.

A concise email works as well as one that is more detailed. But it should amuse the reader and trigger the right feelings.


Subject line: Welcome to Ugmonk!

The welcome email by UGmonk has a great form.

The mail begins with a concise note by Jeff Sheldon, the founder of UGmonk. An interview styled video is what a viewer sees next. This renders a personalized feel for the email.

Jeff talks of the story of a committed designer. He comes up with ideas, wants to become something, but becomes something else.

So in the welcome email, one comes to know of Jeff's ideas, narrative, and brand values. He expresses why started a design brand.

It is easy to relate to Jeff’s story. This makes the brand attractive for an end-user. The email has a great taste and creativity.

Overall, if a marketer feels the need to express his heart in a welcome email, it is perfectly alright to do so.


Subject line: Welcome to Unsplash

In the Unsplash’s welcome email, there’s a short story about their brand. They talk about how they got started, and how their app works.

Storytelling is in general a great implement of branding. It works nicely for welcome emails. This brings authenticity to a brand and makes it more relatable. Real-life narratives make a fine addition to welcome emails.

The opening statement is the best spot to win a reader’s trust. It inspires him to not just read the remainder of the email, but conduct business with you as well.

The second section induces a reader to join a community. If one has a nice little repository of photographs, he is inspired to share them.

So, how does one write a great welcome email?

The aforementioned is a compilation of great welcome emails. They have been taken from hundreds of classic examples of great welcome emails.

We conducted a fair bit of research to present this list for you. This puts us in a fine position to identify the ingredients of a great welcome email.

Here’s a little summary of the best welcome email practices:

  1. Personalized content in welcome emails adds value to the customer experience. A welcome email should ideally have push notifications and dynamic content.
  2. Let your welcome email have an automated workflow. This helps you visualize your welcome email before you are through with it. It further helps monitor the campaign’s performance and identify the areas of improvement.
  3. If your welcome email is in a local language, it creates a closer connection with the reader. Vero’s multi-language campaigns help with the same.
  4. Keep the language fresh and jazzy. Introduce yourself, your teammates, or your brand or product. Sticking to the point helps.
  5. CTAs are best presented following a strategic thought process. Lengthier welcome emails are all good, but they should have several CTAs sprinkled nicely.
  6. Value propositions should be clear and the welcome email should revolve around the same.
  7. Present your ideas concisely to induce a thought process within the reader and amuse him.
  8. A viewer has a short attention span and a welcome email should be created accordingly. Subheadings, headings, and bullet points help get the message across.
  9. Keeping the welcome email simple and clean help. So one should go ahead with top class and relevant visuals. Authenticity makes a brand memorable.
  10. The 1-2-3 formula simplifies ideas for a reader. This makes it easy to make a start.
  11. Some storytelling will work nicely for your email and creates multiple channels for a viewer to relate with your brand. Real facts work well when used in a welcome email.
  12. It is a great idea to put images of your team members in your welcome email. This humanizes your brand.
  13. If you find a great subject for your welcome email, open rates will enhance and an even higher number of people will access the welcome email that you create. This makes your email compelling.