20 best welcome email examples + free templates for 2025

Reading Time: 21 minutes

When someone signs up for your service or newsletter, the welcome email they receive plays a key role in shaping their experience. It can either spark interest, build trust, and encourage further engagement, or it can leave them feeling disengaged.

Personally, I instantly feel connected with the brand if I receive a well-crafted welcome email that highlights key offerings and provides immediate value through an exclusive offer. 

A welcome email is particularly effective because it arrives immediately after a person subscribes, at a time when they’re most eager to hear from your brand.

In this post, I have compiled the 20 best welcome email examples that I loved — ones that can inspire your next email marketing campaign.

What is a welcome email?

A welcome email is an automated message sent to new customers or subscribers shortly after they sign up for your email list. It introduces your offerings, showcases relevant products or services, and guides them on the next steps, such as visiting your online store or making a purchase.

Online stores send welcome emails to establish an immediate connection with customers. These emails are typically sent right after they’ve subscribed to a newsletter, created an account, or completed a transaction. Because timing is crucial, sending the email promptly ensures your brand remains fresh in the customer’s mind.

A welcome email can include a friendly greeting or a thank you message for subscribing. You can also add enticing details like a discount code, product recommendations, or helpful resources. 

Benefits of a welcome email

Businesses initially focus on crafting the best promotional campaigns or newsletters and forget that the welcome email makes the brand’s first impression on customers. Here’s why I think this initial contact matters:

• First impression and brand image: When doing business online, a welcome email offers a chance to introduce your brand and highlight what makes you unique
• Increased engagement and retention: The average open rate of a welcome email in 2024 was 34.79%, which was 30% more than the open rate for all marketing emails, which was 26.64%
• Higher conversions and sales for ecommerce: A welcome email generates 320% more revenue than a promotional email by including exclusive offers that drive immediate purchases
• Opportunity to engage and guide users: You get a chance to educate and guide the customers about your brand, products, or services with informative welcome emails boosting conversion rates

20 best welcome email examples

1. Hook them in with an exclusive discount
2. Say hi with a message from the founders
3. Say thank you
4. Show off your best-selling products
5. Get social: invite them to follow you
6. Share your brand’s story
7. Win trust with customer testimonials
8. Start off right with free shipping perks
9. Bundle up the goodies for a warm welcome
10. Break the ice with a welcome quiz

1. Hook them in with an exclusive discount

Offering an exclusive discount in your welcome email can make new subscribers feel like VIPs when they join your email list. This encourages them to explore your offerings and make their first purchase without delay.

Rael

Subject line: Welcome to Rael! 🌱✨

Rael is a brand that provides natural feminine care products, such as tampons, cramp supplements, and washes.

Its welcome email is a great example of how to turn first-time visitors into loyal customers. Straight away, it offers a 10% discount on their first order and adds free shipping for orders over $50 — two reasons to make an immediate purchase.

What I love about this email: Rael has a thoughtfully curated product range. It’s got everything from period care to skin and intimate care, making it a one-stop shop for all things cycle-related. 

Plus, the combination of the 10% discount, free shipping on orders over $50, and clear product visuals makes it all the more tempting to stock up on essentials.

Cheeky Bonsai

Subject line: Welcome to Cheeky Bonsai

Tired of women’s health misconceptions, Cheeky Bonsai took a research-based approach to invent a feminine care brand. It offers products, such as probiotic gummies and cramp-killer patches, to address common concerns like urinary tract health, vaginal health, and menstrual discomfort.

The brand informs new subscribers of its 15% discount on the first order right at the beginning of the email to incentivize purchase.

What I love about this email: I loved Cheeky Bonsai’s empowering and direct approach to discussing women’s health. Using phrases like “tired of the BS” and “uninhibited and judgment-free” shows that the brand understands its target audience’s pain point, building trust.

2. Say hi with a message from the founders

Adding a personal touch from your brand’s founder makes your welcome email feel more human and inviting. A short, heartfelt message about your brand’s mission or unique selling point can create an instant connection with your customers.

wildwonder

Subject line: A wild and wonderful welcome ✨

wildwonder prides itself on being the world’s first prebiotic and probiotic sparkling drink brand. It combines delicious flavors with the benefits of gut-friendly ingredients. The welcome email begins with a personal note from founder Rosa, who shares her story and personally welcomes new customers. She even throws in a discount on the customer’s first order.

What I love about this email: Seeing the face of wildwonder’s founder creates a personal connection with the brand. The email’s vibrant theme and eye-catching packaging of the cans attract attention in one go.

It also features mentions from notable names like Forbes, Popsugar, and Buzzfeed, subtly highlighting the brand’s credibility and building trust with customers.

Munk Pack

Subject line: A note from our founders

Formed by Michelle and Toby, Munk Pack provides nutritious and tasty 1g sugar treats — probiotic protein bars and nut and seed bars. Munk Pack’s welcome email tells the story of how the founders, as adventurers, struggled to find a snack that could keep them fueled and feeling good, inspiring them to create their own. It also includes an invitation to keep reading about the company via the CTA “LEARN MORE.” 

What I love about this email: The founders’ photo and signature add a personal touch, making the brand feel more authentic. Also, see how the messaging appeals to health and fitness lovers? It makes sure to focus on solving healthy snacking issues.

3. Say thank you

A simple “thank you” goes a long way! Express gratitude in your welcome email to make your customers feel valued and appreciated. You’ll be rewarded by a positive relationship from day one.

Ember Wellness

Subject line: Thanks for joining us

Ember Wellness, a Toronto-based skincare brand catering to all stages of life, keeps its welcome email clean and simple, expressing gratitude to new subscribers for joining the community.

Using the code “SIGNUP,” the welcome email offers a tangible incentive of a 10% discount on the first purchase to encourage immediate engagement.

What I love about this email: I appreciate how Ember Wellness introduces its products, including the Konjac Sponge and Heart Gua Sha, alongside the discount information.

It’s a smart way to expose new subscribers to what’s on offer without overwhelming them. I like that the overall design is clean and uncluttered — the key information is easily digestible. 

Magnolia

Subject line: Welcome! Here’s your discount code

Magnolia is a lifestyle and home decor empire built around a philosophy of simple living, classic design, and creating a warm, inviting home.

It expresses gratitude to new subscribers by offering a 15% off coupon for their first order. The code “WELCOMEHOME” makes customers feel personally connected to the brand from the start.

What I love about this email: Magnolia instantly gives me a sense of belonging, calling first-time subscribers part of the “Magnolia family.”

Plus, subtle nods to HGTV’s Fixer-Upper and the Magnolia Silos spark curiosity and reinforce the brand’s reputation, especially for those who may have seen the brand before but haven’t explored it yet.

4. Show off your best-selling products

Your welcome email is the perfect opportunity to introduce new subscribers to your best-sellers. Highlighting top-rated or most-loved products gives them a great starting point and can drive immediate sales.

Saltair

Subject line: Every body is welcome here.

Saltair is a body care brand that uses clean, active skincare ingredients, nourishing oils, and exotic botanicals.

The brand’s welcome email introduces new subscribers to its “favorite” products, from body wash and shampoo to body lotion, with a “SHOP NOW” CTA below each one.

What I love about this email: This email captured me right from its subject line to the inclusive imagery showing diverse women. It evokes a sense of equity, with no barriers like age or skin type. 

The section talking about “Explore Our Favorites” clearly highlights the brand’s best-sellers, making it easy for customers to choose popular, trusted products.

Bubble

Subject line: Heyyyy there friend!

Bubble is an affordable brand with science-backed formulas like Slam Dunk and Magic Melt. Its products range from moisturizers and sunscreen to cleansers packed in sleek, colorful containers. 

Its welcome email highlights the community’s favorite products, offering valuable social proof. It also encourages subscribers to explore the full product line with a clear and compelling CTA.

What I love about this email: I’m impressed by the fact that Bubble addresses its new subscribers as friends and emphasizes community.

Also, including an expiry date on the coupon introduces a sense of urgency, which can drive conversion and sales.

5. Get social: Invite them to follow you

Encourage your customers to stay connected by inviting them to follow your brand on social media. This keeps your brand on their radar and gives them a fun, engaging way to interact with your content.

Ban.do

Subject line: Hooray! Your 10% OFF code is here.

Ban.do is a lifestyle brand known for its bright, colorful, and fun designs across a range of products, including stationery, tech accessories, drinkware, apparel, home goods, and gifts.

In its welcome email, Ban.do directs new subscribers to follow its Instagram page to get the latest news from the brand, plus a “click click” that draws attention to the CTA “@SHOPBANDO.”

What I love about this email: This brand’s playful and humorous tone caught my attention. You can find it in phrases like “maybe a dancing cat here and there,” and “insider info.” 

The single color theme reflects the brand’s overall aesthetic, captures attention, and unifies communication.

Winnie Lou

Subject line: Follow us on social!

Winnie Lou is a dog food brand that uses high-quality, natural ingredients to promote canine health and well-being.

Its welcome email strategically leveraged user-generated content, encouraging new subscribers to join the Winnie Lou community on social media.

What I love about this email: The clear CTAs — “FOLLOW WINNIE LOU” — combined with the heartwarming content make it easy for pet parents to connect with the brand. 

Adding client testimonials, too, helps build trust by making it easier for customers to connect with and believe in the brand.

6. Share your brand’s story

People love to support brands with a compelling story because it creates a personal connection. Use your welcome email to share your journey, values, or inspiration, allowing your customers to feel more engaged and invested in your brand.

Siete

Subject line: Welcome! your 20% promo code awaits

Siete is a food brand that specializes in making grain-free and better-for-you versions of traditional Mexican-American foods, including tortillas, tortilla chips, sauces, and seasonings.

Its welcome email shares the family origins and values behind the brand, emphasizing its commitment to creating foods for various dietary needs and preferences. 

What I love about this email: Sharing the family story and the “Juntos es Mejor” (Together is Better) message creates a warm and inclusive feeling.

Even for non-Mexicans, the brand’s passion for healthy eating and cultural heritage makes it feel authentic and relatable.

Bobbie

Subject line: Hi, we’re Bobbie. 💚

Bobbie represents a high-quality infant formula that’s designed to be as close to breast milk as possible. It prides itself on being organic with premium ingredients.

Its welcome email feels just as thoughtful, with a personal message from Bobbie’s co-founder and CEO sharing its origin story and building a real connection with parents.

What I love about this email: I loved how the phrase “our babies made us do it” is playfully featured in a bold green strip, grabbing attention with a fun and engaging tone.

Bobbie’s ingredient story, its thorough certification process, and its opening sentence — “We know first hand, feeding is a journey” — add to the trust. 

7. Win trust with customer testimonials

Showcasing real customer reviews or testimonials in your welcome email builds credibility by acting as social proof. Try pairing it with a tangible benefit like a discount too, to boost the chances of conversion.

Vegamour

Subject line: Reminder: your 20% off is waiting for you

Vegamour is a hair wellness brand featuring natural, plant-based formulas to promote healthy hair growth and combat thinning or hair loss.

The welcome email uses social proof from verified buyers to build credibility and demonstrate the effectiveness of Vegamour’s hair products.

What I love about this email: I liked how it showed the results by adding a before and after image of a user focusing on a real example of hair growth. 

Also, the “Don’t Know Where to Start?” section with a quiz and “SHOP GRO HAIR” CTA makes it easy for new subscribers to engage with the brand and find suitable products for their needs.

Material

Subject line: 1,000+ 5 star reviews

Inspired by the sizzling kitchen sounds, Material produces high-quality, functional kitchenware for the modern home cook. 

As the opening sentence said, “We’ll let them do the talking,” Material leverages customer feedback to prove the value and quality of its kitchenware. It also asks subscribers to put them to the test, offering incentives like free shipping and returns and a lifetime guarantee.

What I love about this email: The line towards the end, “Put us to the test,” built my confidence in the brand. I also like how the brand handpicked reviews for different products.

Plus, I’d gain insight into what to expect irrespective of which product I’ll purchase. 

8. Start off right with free shipping perks

Free shipping is a huge incentive! Letting your customers know they get free shipping right from the start reduces the cost of accessing your products and increases the likelihood they’ll complete their checkout.

Outdoor Research

Subject line: Welcome! Here’s your exclusive free shipping code

Known for its high-quality and innovative products, Outdoor Research is a renowned outdoor apparel and gear brand.

Its welcome email aims to incentivize new subscribers with free shipping codes, a “Shop Now” CTA, and photos of people wearing its gear while performing outdoor activities. The Instagram button is also strategically placed, attracting attention.

What I love about this email: I liked how I was the center of attention throughout the email. Every heading looks personalized, and the line “Put Yourself in the Center of Our Story” draws attention.

The adventurous appeal of the images sells the brand to the target audience and reinforces brand identity. 

Rigby

Subject line: Welcome + free shipping

Rigby brings delight to homes with its modern line of flatware, glassware, and dishware. Its welcome email boldly spells out its free shipping code, inviting new subscribers with a “SHOP TABLEWARE” CTA. 

It also outlined other products with compelling CTAs for each — “SHOP DINNERWARE,” “SHOP GLASSWARE,” and “SHOP FLATWARE.”

What I love about this email: I appreciate that the brand leads you straight to where you want to shop with its CTAs. This ease of navigation reduces the potential for a negative experience or confusion. 

9. Bundle up the goodies for a warm welcome

Give your new subscribers extra value by offering a welcome bundle, like a curated product set, a special package deal, or a combination of discounts and perks. It’s a great way to make them feel special while boosting sales.

Ritual

Subject line: Build a healthy home from the vitamin up

With a focus on science-backed multivitamins, Ritual has established itself as a reliable vitamin and supplement company.

Ritual offers a $10 discount on a bundle in its welcome email. This strategy can drive initial purchases and increase average order value.

What I love about this email: The direct call to action to “Shop Bundles” combined with the explanation of how the discount is applied simplifies the purchasing process.

Also, including different product categories — men, women, and bundles — makes it easy for the reader to find the most relevant items for them to then redeem the offer.

Brightland

Subject line: Welcome to Brightland ☀️

Brightland is a California-based olive oil company offering a range of extra virgin olive oils, each with a unique flavor profile, designed for various culinary uses.

Its welcome email introduces new subscribers to its bundles, offering a 10% discount on the first purchase. The “SHOP NOW” CTA takes the subscribers directly to those products, saving time.

What I love about this email: I’m drawn to the brand’s CTA at the top of the email beside the discount, making it hard to miss.

Also, the description of its bundles as “capsules” and what each bundle contains is motivating enough to explore the recommendations. 

10. Break the ice with a welcome quiz

Whether it’s helping customers find the perfect product or learning more about their preferences, quizzes engage your customers and enhance their experience with your brand.

The Glenlivet

Subject line: Scotch news is the best kind of news. Welcome!

The Glenlivet has a well-known history as a Scotch whisky distillery known for its smooth, fruity, and elegant Speyside style.

The brand engages new subscribers with an interactive questionnaire to personalize their whisky recommendations. 

What I love about this email: The header “Hey there, whisky lover” instantly hooked. The phrases “How do you take your whisky?” and “Let’s find you something to sip on” create a friendly and approachable experience that makes you want to follow the quiz to the end and explore more using the CTA.

Harry’s

Subject line: Quiz: What’s your ideal skin-care setup?

Harry’s men’s grooming company disrupted the shaving industry with its affordable products and convenient subscription service.

It invites new subscribers to discover their ideal skincare routine by answering a question: “How would you describe your skincare goals?” The welcome email aims to personalize the customer experience and streamline product discovery.

What I love about this email: The straightforward design makes the quiz easy to follow. Also, the “SHOP NOW” option for those not interested in the quiz caters to different preferences and ensures all subscribers can quickly access the product range.

Free welcome email templates

Omnisend empowers you to create great looking welcome emails, even if you don’t have any design experiece. Its free, fully customizable templates give you complete control, so you can create exactly what you need. Just register for an Omnisend account for free and test it out yourself.

The content-focused newsletter template

Maximize your content reach with this newsletter template. It lets you showcase your latest news and highlight top blog posts with eye-catching visuals and concise text. You can also reinforce your brand identity with a prominent logo placement.

Discount welcome email template

Give new subscribers a warm welcome and a special offer with this discount-focused email template. This template includes a prominent discount block and a user-friendly product section, making it easy for subscribers to take action.

Simple text email template

Communicate clearly and effectively with this minimalist, text-based welcome email template. Its straightforward design prioritizes readability and ensures your message is delivered directly. The email header image also provides the right space to insert your logo for brand recognition.

Branded welcome email template

Reinforce your brand identity and drive traffic to your website with this welcome email template. Featuring your logo, a thank you message, and a CTA to visit your website, the template provides an engaging way for new subscribers to connect with your brand. 

Thank you and special offer email template

Express your appreciation and encourage future purchases with this welcome email template. It features a special offer, including a percentage discount and free shipping, and provides a direct link to your social media pages and product page via the “GET THE DEAL” CTA.

The following email templates can be copied and pasted into one of Omnisend’s templates along with your logo and personalized to your content.

Community-focused welcome email template

Welcome new subscribers to your brand’s community, highlighting shared values and purpose. You can display your product’s unique creation process and encourage further engagement through a provided link and future exclusive offers.

Template

Newsletter signup confirmation email template

Your welcome email template can double as a confirmation of a user’s subscription to your newsletter. Here, you’ll outline the content they can expect to receive (product/service updates, deals, offers) and provide additional resources like a blog link and contact information for assistance.

Template

Loyalty program welcome email template

If you’re running a loyalty program, this email template is ideal for welcoming customers and highlighting the program’s benefits and how to activate their membership. It also emphasizes your appreciation for their loyalty and encourages engagement and feedback.

Template

Personalized welcome and onboarding email template 

Offer new subscribers helpful tips and resources to get started using a personalized welcome email. This template emphasizes a personal touch and community welcome.

Template

How to write a welcome email

“How do you write a welcome email?” Well, you need to strike the right balance between information and action when drafting them. Start by defining your business goal, then consider key factors like the email subject line, personalization, and CTA.

Here’s a step-by-step guide you can follow to write an effective welcome email:

Define your goal

Before you start writing, clarify what you want your welcome email to achieve. Are you aiming to introduce your brand, drive first-time purchases, encourage social media engagement, or simply make customers feel valued? 

Your goal will shape the email’s content, structure, and tone. For example, an ecommerce store might focus on promoting a special discount, while a subscription-based business might guide users toward setting up their profile.

Write a catchy subject line

Your email subject line is the first thing customers see, so make it compelling enough for users to open it. Keep it short, engaging, and aligned with your brand’s personality.

You can also add personalization, curiosity, and urgency that can help improve open rates. Here are some welcome email subject line examples for inspiration:

• “Welcome to (Brand name) — here’s a special treat!”
• “You’re in! Let’s get started”
• “First things first: A little gift for you 🎁”
• “Hello from (Brand name) — your journey begins here”
• “New here? Let’s make it official!”

Craft a personalized opening

You’re connecting with real people, so ensure that the opening is warm and personalized. Address the recipient by their first name and acknowledge their recent action, such as signing up or making a purchase. Use email personalization best practices to increase engagement and make customers feel valued. 

Include key brand or product details

With welcome emails, you can introduce the mission and vision of the brand to form an emotional connection with the audience. Use your welcome email to enhance brand recognition that helps new subscribers understand the value you offer. You can also add social proofs, such as customer testimonials or media mentions. 

Guide users on the next steps

You wouldn’t want to leave your customer hanging without knowing what to do next. Keep your instructions clear and simple to ensure a smooth user journey. Depending on your goal, they could be:

• Exploring your website or product catalog
• Completing their profile for a more personalized experience
• Following you on social media
• Redeeming a discount or special offer

End with a friendly CTA

A strong call to action (CTA) encourages visitors to take the next step. Whether it’s “Shop Now,” “Explore More,” or “Claim Your Discount,” your email CTA should be visually distinct and action-oriented. A well-crafted CTA can drive actions and boost conversions. 

You can watch this video to get five welcome email ideas to inspire your next email marketing strategy:

How to automate your welcome email

Email automation ensures your new subscribers receive a timely and engaging welcome email, freeing you from manual effort and improving efficiency.

Omnisend simplifies the process with an intuitive drag-and-drop email builder, ready-to-use templates, and advanced automation features. Its built-in analytics and performance tracking help you monitor open rates, click-through rates, and conversions. 

Here’s a step-by-step guide to setting up your welcome email using Omnisend:

• Sign in to your Omnisend account and navigate to Campaigns 

• Click Create campaign, then select Create email
• Input your email settings and click Choose email template

• On the left side of the screen, select Welcome & engage to filter the templates by goal
• Choose your preferred template, customize it, and select Preview & test
• If you’re satisfied with it, click Save & choose recipients

Automating the welcome email series

You can decide to have one or more automated emails in your welcome email series, as it’s one of the most important customer retention strategies. For instance, in a three-part welcome email, the flow can be:

• Greeting the subscribers and thanking them for signing up to quickly register your brand in their minds
• Presenting a behind-the-scene video of your brand, staff members, or your products
• Offering a discount for signing up

Best time to send welcome emails

Your email capture form should trigger a welcome email within a few minutes to maximize engagement. If delayed, subscribers may get distracted and forget about your brand.

However, you can also automate your welcome email to be sent at specific times of the day. For example, the best time to email is 2 PM, 5 PM, and 8 PM on weekdays. You can try it and compare the results with the emails you send immediately after a signup.

Segmenting audiences for personalization

Personalizing your welcome emails starts with dividing your email list into diverse groups. With Omnisend, you can group subscribers based on their signup source, purchase behavior, or interests. 

This customer lifecycle segmentation allows you to send targeted messages like exclusive discounts for first-time buyers or tailored content for returning customers. 

Here’s a quick Omnisend tutorial that offers the basic knowledge you need to automate your welcome emails:

Omnisend makes it effortless to send welcome emails by automating the process and providing customizable templates. Owing to its usability, it has a rating of 4.7 on Shopify and 4.6 on G2. 

Welcome your customers the right way

A well-crafted welcome email is more than just a greeting. It’s the beginning of a new customer relationship and an opportunity to build trust and drive engagement. With high open rates and proven conversion potential, every brand should utilize welcome emails. 

Omnisend’s powerful automation and email building tools allows you to customize and automate welcome emails, even if you had no prior coding experience. It offers a variety of user-friendly templates and campaign analytics features to help you track performance and optimize results. 

Ready to make a great first impression? Start for free and explore Omnisend’s professionally designed email templates.

Welcome emails: FAQs