15 Welcome Email Examples from Well-known Brands

Apr 24, 2024 - By Camilla Mackeviciute

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A welcome email isn’t just the first interaction; it’s the cornerstone of building a lasting connection with your new customers.

In fact, 74% of consumers eagerly anticipate a welcome email right after subscribing, and these emails enjoy an impressive average open rate of 69%. The importance of crafting a compelling welcome email cannot be overstated.

This post will help you explore exciting ways to engage and delight your audience with your welcome email. You’ll also find examples of successful businesses that have mastered the art of sending engaging welcome emails. So, let’s get started! 

Types of Welcome Emails 

Welcome emails come in all forms. You can send a welcome email to greet your new subscribers, thank them, send them an offer, or share the next steps. Here are the most popular types of welcome emails you can start using: 

  1. Hello emails. These are simple welcome messages that introduce your company to the recipient. These emails establish a personal connection with the recipient and set the tone for future communication; 
  2. Get-started emails. Get-started emails are welcome messages that provide recipients with information and resources to help them get started with a product or service. Such emails include steps, resources, and support contact info; 
  3. Offer emails. These marketing emails are often used to share the promised resource, offer, or incentivize the recipient to take a specific action on the website — such as making a purchase, signing up for the newsletter, etc.;
  4. Thank you emails. Thank you emails express gratitude for choosing a product or service. These emails often thank the recipient and encourage them to continue exploring or using the product or service.
  5. Confirmation emails. Such welcome emails are sent to confirm the subscriber details or share confirmation about their booking or reservation. They can also be sent for double opt-in consent; 
  6. Community invitation. Community invites are sent to encourage users to join a community after they’ve bought something from a brand or interacted with them in any form; 
  7. Introduction to the brand. Similar to hello emails, these emails provide a brief overview of the brand and have a conversational tone. Such emails give you a chance to let subscribers know what you stand for; 
  8. Welcome-back email. Welcome-back emails are sent after a subscriber rejoins (or starts engaging) after a period of inactivity. They show that you value their return and often contain a special incentive.

The Basics of a Welcome Email

A welcome email marketing campaign is designed to delight, surprise, and amaze a new subscriber. You must create an intriguing and engaging welcome email campaign for all your subscribers. Take a look below to see what a welcome email example looks like: 


If you look carefully, you’ll find the following components within a welcome email: 

  • Subject line: Make it enticing and click-worthy, which grabs attention immediately. 
  • Email preheader: Make it informative because it’s the first line of text in your email, displayed in the preview snippet before the message is open  
  • Opening paragraph: Thank, appreciate, and congratulate the subscriber. Remember to make it short and sweet. 
  • Email body: Keep it to the point. Your body should include information about you, benefits to the reader, any offer/deal, and what they should expect. 
  • Call-to-Action (CTA): Make it clear and compelling, guiding the recipient towards the desired action.
  • Signature: Keep it personal and branded to add a human touch and reinforce your identity.
  • Design/Layout: Make it visually appealing and easy to read, highlighting key information effectively.

15 Best Welcome Email Examples

If you’re excited to create your first campaign and looking for impressive welcome email references, here are a few email examples. Have a look and start taking notes on how to create your first welcome email: 

Friendly Welcome Email by Sender

Type of Welcome email: Get Started Email 

If you’ve been searching for effective welcome series email examples, you should check the following welcome email from the sender.

Subject Line: Hello, hello! Welcome to Sender 🚀

Image source: Sender

The email’s friendly (and excited) tone is refreshing. Using a checklist with a strikethrough on tasks the user completes is a great example of a self-explanatory onboarding flow for SaaS companies. You can take inspiration from the above example and create a warm welcome email that sets the right tone for future engagement and moves the user into their product journey. 

Key Takeaways 

  • Add a checklist/onboarding steps list to your welcome email;
  • Add a CTA that entices them to take the next step; 
  • Don’t forget to add support email and contact information. 

Create engaging welcome emails in a matter of minutes! Use Sender’s drag-and-drop email builder and responsive templates for free.


Also read: 55+ Best welcome email subject lines

2. Onboarding Welcome Email by Slack

Type of Welcome email: Hello & Get Started Email 

You’re probably here on an ‘off-time’ from Slack. While the tool is already popular in the world of remote work, they’ve not forgotten to welcome and onboard new users. 

Subject line: Welcome to Slack

Image source: Slack

The above onboarding email template shares the next steps with the user in their onboarding journey. The clear layout, with lots of white space, highlighted tips, and a CTA button to find more information, is undoubtedly an engagement booster. They didn’t forget to reassure and provide additional assistance by sharing a support email. 

Key Takeaways

  • Never leave your new subscriber wondering what to do, and share relevant tips ASAP; 
  • Don’t clutter the welcome email with lots of tips or steps. Instead, redirect them to a blog, help section, or landing page for more information; 
  • Provide a way for them to reach out in case of more questions. 

3. Welcoming to Airbnb Email – Before Starting

Type of Welcome email: Onboarding/Get Started Email

Airbnb’s email is a perfect welcome email example that’s both catchy and effective. The first line instantly catches your attention with the phrase “from houses and apartments to tree houses and igloos”. 

Subject line: Welcome to Airbnb

Image source: Airbnb

Airbnb mainly comprises audiences who are travel enthusiasts. Hence, this line perfectly speaks to their taste. Following this, the email lists a series of steps to take “Before Starting Your Adventure”. Each step assists you in completing a task using a clear call to action button.

The last step catches your attention with a CTA that asks you to “Start Exploring”. This is something that will urge Airbnb’s new customers to complete all the steps and get started with the journey.

Key Takeaways

  • Start your email with a warm and friendly welcome message;
  • Thoroughly analyze what resonates with your ideal customer persona and use this in your email copy. This way, your email will instantly catch your customers’ attention;.
  • State all the steps users need to follow quickly and precisely. Imagine if Airbnb’s welcome email consisted of a tedious and long list of tasks to follow. Or consisted of huge walls of text! Most people will likely skip going through the email.

4. Welcome Email After Order Spotify Premium

Type of Welcome email: Thank You Email

Spotify sends one of the best welcome email examples, which makes customers feel a sense of achievement. The email starts with a welcome message and a call to action button in a contrasting color to the email layout.

Subject line: Welcome to Spotify Premium

Image source: Spotify

After this, Spotify lists all the excellent benefits customers get after becoming premium subscribers. It includes listening without distracting ads, playing music on the airplane, and enjoying HD sound – all super-appealing benefits for their target audience.

Such an email copy would work great for increasing your trial-to-paid conversions. Customers who have opted for the Spotify trial would still be half-minded about paying for their membership. But, by designing such a welcome email series, customers would understand the product’s value and be pushed more towards paying for the Spotify subscription.

Key Takeaways

  • Always list down benefits rather than your features. For instance, instead of saying, “ads removed”, Spotify says “, Listen without the distraction of ads”. This messaging adds a lot of appeal and desirability to your product;
  • Convey the value you add to your customers through the welcome email. This should especially be effective when you offer a free trial for your product.

5. Dribble – Introduction to the Brand

Type of Welcome Email: Onboarding/ Get Started Email

The Dribble’s welcome email is a super-fun and creative approach to introducing the brand to its audience. The welcome email is targeted to all the creative designers who want to showcase their work on the platform.

Subject line: Start Brushing Up Your Portfolio Now

Image source: Dribble

This impressive welcome email has a humorous tone—something the brand is known for. The humorous messages about “Bath Lovers’ Day” and “portfolio scrubbing” would intrigue any subscriber and make them keep reading.

The whole email is based on this familiar theme, making it even more engaging. Instead of focusing on themselves, they spotlighted how the subscriber can use the platform. The email copy directs users to take action even while sounding interesting. The quirky graphics and illustrations are the best and stand out in a crowd of generic imagery.

Key Takeaways

  • Think about a quirky and creative hook for your welcome email, and stick to the hook throughout your email. You can add humor if it resonates with your brand voice, just like Dribble has done in this case.
  • Complement your welcome email with colorful and quirky illustrations that are hard to miss. Ensure that your illustrations or graphics match your hook or theme.
  • Use wordplay to sound way more interesting than you would otherwise do.
  • Lastly, try to resonate with your target audience. For example, in Dribble’s welcome email, you can find millennial lingo relatable to their audience. You can see them talk about “Tinder profile” and “posting a snap”, which are relevant to their younger audience.

6. Baboon – Welcome Email After First Purchase

Type of Welcome email: Hello Email

Baboon sells adventure and travel bags to young audiences and has a witty brand tone, evident from their tagline —  “Baboon to the Moon”. 

Subject line: Hello & Welcome, Fellow Baboon! 

Image source: Baboon

If you see their email content, they stick to the same communication by saying, “Welcome to the Moon”. This excellent branding consistency and cohesive messaging display ultimately increase brand affinity. In the first few lines of the welcome email, Baboon talks about what customers should expect from them. They say “stories”, “new products”, etc. This will excite their customers, and they will look forward to receiving more emails from Baboon.

Next comes a cool picture that looks apt to their messaging. It shows adventurous people sitting on something that looks like the moon with Baboon’s bags. 

They end the welcome email with a catchy illustration followed by an attractive call to action button. 

Key Takeaways

  • Have consistent brand messaging across all your marketing platforms, website, and emails. This will increase brand awareness, and customers will instantly recognize your brand’s colors and messaging whenever they come across your brand;
  • Images speak louder than words. Hence, if you have a  killer idea for an attention-grabbing image, use it to get your users’ attention right from the first email;
  • Create hype about your next few emails by getting your readers excited about what fun content they can expect in your future emails.

7. Thank You for Subscription to Climate Candy

Type of Welcome email: Thank You Email 

Climate Candy sells plant-based assorted candy chews under the Faves brand. They are known for their quirky branding and copywriting. 

Subject line: Thank You for Subscribing

Images source: Faves

This subscription welcome email is dipped well in their brand tone. The simple intro text with what to expect and a clear CTA is an excellent way to show email subscribers that they mean business. The banner liners below the CTA showcase the benefits, alluring someone to buy the product.

Key Takeaways

  • Stay on point with your brand tone, color, and guidelines; 
  • Always showcase benefits in some fun and quirky way; 
  • Remember to share what to expect in your welcome email after someone fills up a signup form on the website.

8. Welcoming Email to New Employee by LiveAgent

Type of Welcome email: Employee onboarding/welcome email. 

LiveAgent is a helpdesk software with a growing team that celebrates each employee by sending a personal note on day one. Have a look: 

Subject line: Welcome to Live Agent

Image source: LiveAgent

The simple email format feels like a personal note from the team lead/manager. The cute illustration plus the cheerful copy offers a great first impression for anyone joining the LiveAgent team. The company could have added a bit of personalization to this email, though. 

Key Takeaways

  • Keep it short and crisp; 
  • Never forget to personalize your onboarding email; 
  • Share the email as a personal note from a human — from the team lead, manager, or HR. 

9. Lyft – How it Works Email to New Customers

Type of Welcome Email: Get Started Welcome Email

The following email by Lyft perfectly aligns with its product design and is an excellent welcome email example. 

Subject line: Welcome to Lyft

Image source: Lyft

The email starts with a clearly stated benefit that scores high on relatability with its target audience. “Request”, “Ride”, and “Pay” are short and clear headlines that help the customer understand how Lyft works and how easy it is to use Lyft.

Next comes social proof. Social proof can impact the minds of your customers in a way that builds trust with them. Finally comes the prominent CTA in a bright color. The CTA contrasts the whole layout and catches your attention instantly.

Key Takeaways

  • State the key benefits of your product. Use a crisp and clear copy that directs the customer on how to start using your products or services;
  • Include social proof to build trust through your welcome email to new clients;
  • Make your CTA button prominent and catchy.

10. SaaS Welcome Email By Recurly 

Type of Welcome email: Get Started Email 

Recurly is a subscription billing platform with a solid welcome email template that any SaaS platform can replicate.

Subject line: Here’s How to Get Started!

Image source: Recurly

The email has every important link a new user needs neatly arranged in square design blocks. Plus, the additional support offered as documentation link + email/live chat info guarantees that the SaaS tool is always there to help. The email footer, too, is a helpful add-on for a new user. 

Key Takeaways

  • Arrange important information in neatly designed layouts or design blocks; 
  • Always add helpful links and resources to an onboarding welcome email; 
  • Use the footer space wisely to provide additional support/useful links. 

11. Personalized Welcome Message – Headspace

Type of Welcome email: Hello email 

Every user who signs up on the app gets the following personalized welcome message: Subject line: Where will meditation take you?

Image source: Headspace

If you notice, the message has separate sections and CTA buttons. Headspace uses user action (time spent within the app, engagement with the emails, etc.) to categorize users into active users or inactive users. They use a personalized welcome series email flow for every segment of their user base. 

Key Takeaways

  • Keep the same communication and tone throughout the email; 
  • Use prominent CTA buttons that entice users to click; 
  • Break down longer texts into scannable blocks.

12. Welcome Email HTML Template – Miro

Type of Welcome Email: Introduction to the brand

You can also design your own welcome email via HTML. Many brands, like Miro, use HTML-based welcome email templates. Have a look below: 

Subject line: Welcome to Miro. We’re Excited You’re Here.

Image source: Miro

The mention of other collaborators in the email’s headline creates an instant sense of belonging for the new user. The CTA is clear and entices users to take action. Further, the section on the reasons why to use the tool is compelling and informative, which creates more confidence in the recipient’s mind. 

Key Takeaways

  • Emphasize the benefits of the product with compelling reasons; 
  • Make users feel attached and a part of something bigger (community); 
  • Use a real product image (or walkthrough) in your welcome email. 

13. Welcome Email with Discount Code – Dr. Martens 

Type of Welcome Email: Offer email

Dr. Martens is a street fashion brand that has been in the market for decades. It welcomes new subscribers through an email that offers them a flat discount code right off the bat. 

Subject line: You’re first in line 

Image source: Dr. Martens 

The subject line feels like an exclusive invite, instantly making the subscriber feel special. The discount code is customized based on the subscriber’s name, which adds another level of personalization. 

Plus, the layout gives an interesting overview of the brand’s products. The email ends with addressing apprehensions through the BNPL (Buy Now, Pay Later) option and icons about the most common concerns while buying online. 

Key Takeaways 

  • Keep your layout simple with separate product blocks; 
  • Your email subject lines should be intriguing; 
  • Add a personalized discount code for maximum appeal;
  • Clear the terms and conditions of the offer in the footer of the email. 

14. Getting Started Guide – Vimeo 

Type of Welcome Email: Get started email 

Vimeo sends a beautiful onboarding email right after someone signs up on their platform. Have a look: 

Subject line: Your guide to getting started with Vimeo Record

Image source: Vimeo 

The email has a helpful and promising vibe, highlighting the use case for which a user signed up as a headline. It instantly creates a connection. The simple copywriting makes things sound so easy that anyone will feel like clicking the final CTA. It is a great example of moving the user further into the customer journey. 

Key Takeaways 

  • Tone down your writing style and simplify the email flow; 
  • Focus on the benefit or ideal scenario that the user expects from the product; 
  • Highlight the next steps for the user and keep an actionable CTA. 

15. Community Invitation – Athletic Greens

Type of Welcome Email: Hello email 

AthleticGreens talks extensively about crowdsourcing the best resources and products for healthy living. Their welcome email greets the subscribers and welcomes them to the community. 

Subject line: Welcome to the community!

Image source: AthleticGreens

The email has a positive and healthy vibe from the headline and image. The brand has added data and numbers in the first paragraph itself to assure the subscriber of its credibility. The next section highlights the product benefits through an infographic, which answers many questions about the product. 

Key Takeaways

  • Make new subscribers feel valued and welcomed; 
  • Add information about your product and compliment it with social proof or factual data; 
  • Encourage readers to share the information with others. 

Reasons to Send Welcome Emails

Welcome emails are like a warm handshake when you first meet someone. It sets the tone for the future relationships. Naturally, they’re an important part of any email marketing strategy as they make new subscribers feel noticed. Don’t you want to start a relationship with your prospects on a happy note? 

Here are five reasons to send welcome emails to your subscribers: 

  1. Make subscribers feel important. Welcome emails make your subscribers feel comfortable and valued. They’re likely to remember you for the sweet gesture of sending a personal welcome note, thanking them for their time, or sharing a special offer; 
  2. Great way to introduce your brand. Everyone has a preconceived notion about your brand or business. A welcome email helps set the right tone and expectation by introducing your brand story in your own words; 
  3. Nurture & guide leads. Guide your leads and potential customers by telling them what to do next. It can be an action like checking out the latest offers, claiming a free offer, or asking them to refer the brand to their friend. This gives you a chance to move them further into the buyer’s funnel; 
  4. Build long-term relationships. Welcome emails create a solid first impression and boost brand recall. This helps to start a relationship on the right foot, which is an essential element to building a long-term relationship and customer loyalty; 
  5. Boost sales revenue and conversions. Sending special offers and deals as welcome gifts can boost conversion rates and turn new email subscribers into paid customers.

Reach your target audience at the right time with email and SMS marketing automation. Streamline your welcome emails and set up action-triggered sequences with ease. Look how easy it is:

Helpful Tips for an Effective Welcome Email

Welcome emails are your first opportunity to make a lasting impression. When done right, welcome emails set the right tone for future engagement. Here are some tips and learnings from the above examples you can use for crafting the perfect welcome email: 

  • Personalize your subject lines. Customize it with name tags or something that catches instant attention and feels relevant; 
  • Set the right expectations. Clearly communicate what subscribers should anticipate in terms of content frequency and benefits; 
  • Give something of value. Offer a special discount, a free download, or useful information exclusive to subscribers; 
  • Make the reader feel special. Acknowledge their decision to join with a thank you message or a special note; 
  • Include a clear call-to-action. Guide readers on what to do next, whether it’s visiting your website or completing a profile; 
  • Keep it concise & engaging. Use a friendly, approachable tone without overwhelming with too much information; 
  • Use a clean & responsive design. Add welcoming visuals and easy-to-read fonts that align with your brand’s aesthetic; 
  • Highlight key features or services. Briefly introduce what makes your brand unique and why it benefits them.
  • Encourage social connection. Include links to your social media to boost engagement on other platforms.
  • Provide contact information. Make sure to add customer service contact information so they know how to reach you with questions or feedback.

If you want to learn more about email marketing or get inspired by professional and creative email examples, take a look at these articles: 

Author bio

Anmol Ratan Sachdeva is a content marketer and small business consultant who has a strong grip on topics like marketing automation, email marketing, and content marketing. He loves to write about building, improving, and growing a business.

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