When someone signs up for your service or newsletter, the welcome email can greatly influence their brand 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’ve compiled the 20 best welcome email examples that I loved — ones that can inspire your next email marketing campaign.
Design high-performing welcome emails with Omnisend’s stunning templates
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.
Expert tip: For seamless welcome workflows, I think Omnisend is a smart choice. With its intuitive features, automating welcome emails and reaching customers at the right time is effortless. You can sign up for free and see try it out for yourself.
Benefits of a welcome email
Most businesses jump straight into crafting flashy promos or email campaigns, 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%, with the highest conversion rate of 2.91%
Higher conversions and sales for ecommerce:Welcome emails are effective in driving immediate purchases — especially if they contain exclusive offers or incentives — with an impressive 58.26% click-to-conversion rate
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
“Automating our welcome series has been key to sharing our brand story effectively. We’ve been able to showcase diverse perspectives — from our founder to our farmers, allowing us to connect with subscribers on a deeper level and highlight what makes us unique. This personalized approach, enabled by email automation, strengthens customer relationships, even with our small team.”
James Le Compte, CEO at To’ak Chocolate
To’ak’s welcome email has a 47% open rate and 18% conversion rate. Read the full case study here.
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.
Ocushield
Subject line: Hey there, coupon inside
Image via Omnisend client Ocushield
Ocushield sells eye care products that block harmful blue light from digital screens, such as screen protectors and eyeglasses.
The brand’s welcome email warmly greets new subscribers while immediately offering them value. Right from the top, Ocushield thanks the subscribers for joining, making them feel appreciated.
The email then hooks the reader by offering an exclusive 10% discount. The offer is paired with a bold coupon code that first-time customers can use to complete their purchases.
What I love about this email:Besides sweetening the deal with an incentive, I love how Ocushield builds trust in its products. Mentioning that its products have over 3,000 five-star reviews and including a positive review from a real customer reassures the subscriber about the product’s quality.
Kate Backdrop
Subject line: Welcome to Kate Backdrop
Image via Omnisend client Kate Backdrop
As a company dedicated to supporting photographers, Kate Backdrop offers high-quality, creative photography backdrops and accessories like frames and stands. The brand is widely known for its diverse designs and customization options.
Kate Backdrop makes a positive first impression with its welcome email by offering 15% off the first order using the code WELCOME. It’s a great way to appreciate customers and compel them to buy products.
What I love about this email:What really catches my eye in this email are the images. I love how Kate Backdrop shows off its beautiful, professional backdrops in actual photoshoots. Seeing them in different setups helps subscribers visualize how they’d actually look in their space. Rewarding subscribers with 100 redeemable free points is also a great way to encourage purchases.
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 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
Image via Really Good Emails
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
Image via Really Good Emails
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.
Rachel Riley
Subject line: Welcome To The Family!
Image via Omnisend client Rachel Riley
Rachel Riley is an award-winning British brand that specializes in luxury children’s wear. Its welcome email is a beautiful introduction to the brand, conveying gratitude and warmth.
The email thanks the subscriber for signing up and introduces Rachel Riley herself, making it feel personal and genuine. It clearly explains the benefits of being part of the email list and hooks subscribers with a 10% discount to encourage purchase.
What I love about this email:The email’s header instantly makes me feel like I’m part of something special, not just another name on a list. Adding a personal message from the founder makes the brand feel even more human and relatable.
Plus, showing Rachel Riley at work and displaying pictures of smiling children in adorable outfits helps subscribers understand the brand better.
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.
Image via Really Good Emails
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.
Vagari Bags
Subject line: Welcome to Vagari Bags
Image via Omnisend client Vagari Bags
Vagari Bags is a British brand that sells stylish and versatile men’s bags, including laptop bags, travel bags, cross-body bags, backpacks, and more. The brand welcomes new subscribers uniquely and directly.
The welcome email showcases some of the brand’s best-selling items through captivating images. It distinctly categorizes each product, with clear “SHOP NOW” buttons to nudge subscribers toward completing purchases.
What I love about this email:I appreciate how quickly the email communicates the brand’s unique value proposition. The statement “Designed for men who seek that extra touch in their accessories” paints a picture of the target audience and the product’s benefits.
I also love how the email uses the term “take” in the “TAKE 15% OFF” incentive. It makes it sound more like an offering rather than a hard sell. This is more effective at convincing subscribers to complete their first order.
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.
Image via Really Good Emails
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.
Voisins
Subject line: Thanks for joining the VIP list…
Image via Omnisend client Voisins
Founded in 1837, Voisins is a long-standing and respected retail institution in Jersey, Channel Islands. It offers a wide range of products in various fields like fashion, beauty and cosmetics, home goods, and much more.
In its welcome email, Voisins encourages new subscribers to engage with the brand on social media, including its Facebook, Instagram, and TikTok handles. It’s a clever way to connect with potential customers beyond the brand’s email list. It also helps build stronger relationships.
What I love about this email:I really like how the email says, “Thanks for signing up to receive our emails and welcome to the VIP list.” It confirms what the subscriber just did and makes them feel appreciated.
I also love the use of the word “VIP” for making the subscriber feel special. Plus, the email does a great job of explaining the perks of being on the subscriber list.
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.
Island Olive Oil Company
Subject line: Welcome to Island Olive Oil Company!
Image via Omnisend client Island Olive Oil Company
Island Olive Oil Company is a locally owned gourmet store in Hawaii. The brand sells extra virgin olive oils, balsamic vinegars, custom gift baskets, and more.
Its welcome email takes subscribers on a journey of the brand’s unique story using images and videos. The video “A LITTLE BIT ABOUT US” offers a glimpse into the passionate team behind the company.
What I love about this email:I’m instantly drawn in by the collage of appealing images. Seeing all those enticing dishes made with the company’s olive oil makes me want to try it myself.
Offering a 10% discount with an expiration date is a smart way to nudge subscribers to complete their purchases quickly.
To’ak Chocolate
Subject line: It all started in a rainforest… 🌿
Image via Omnisend client To’ak Chocolate
As an Ecuadorian chocolate company, To’ak Chocolate is renowned for selling luxury dark chocolate bars made from the rare and prized Nacional cacao variety. Like its stand-out products, To’ak Chocolate also makes quite the impression with its welcome email.
To’ak Chocolate captivates the reader straight away by sharing the brand’s unique origin story. The email opens with a personal message from Jerry Toth, the co-founder, who recounts the inspiring journey of how the company came to be. After narrating the story, the brand strategically adds the CTA “EXPLORE OUR PRODUCTS” to nudge the reader to take action.
What I love about this email:I love how the email shares the humble beginnings of To’ak Chocolate, made in a thatched bamboo house without electricity in the middle of a forest. It paints a vivid picture of the brand’s struggles and dedication, which makes subscribers appreciate the brand’s craft even more.
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 increase the chances of conversion.
Vegamour
Subject line: Reminder: your 20% off is waiting for you
Image via Really Good Emails
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
Image via Really Good Emails
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 adds 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
Image via Really Good Emails
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.
Kerrits
Subject line: Welcome to Kerrits — let’s ride!
Image via Omnisend client Kerrits
Kerrits is an apparel company that offers a wide range of horseback riding clothing designed specifically for women and children.
In its welcome email, Kerrits quickly presents a compelling “FREE Shipping” offer with a clearly displayed promo code “LEGUP.” This immediate perk lowers the barrier to purchase and encourages new subscribers to browse and buy its products.
What I love about this email:I appreciate how the email uses eye-catching images topresent the brand’s main product categories. Each image acts as a clickable link, guiding subscribers to relevant sections on its website.
I also love that the email invites customers to share their Kerrits photos for a chance to be featured. It’s such a fun way to get people involved and build a real community around the brand.
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 getting sales.
Ritual
Subject line: Build a healthy home from the vitamin up
Image via Really Good Emails
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 ☀️
Image via Really Good Emails
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!
Image via Really Good Emails
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?
Image via Really Good Emails
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 experience. It’s free, and its fully customizable templates give you complete control, so you can create exactly what you need.
You can also copy the text templates we’ll provide below. Then, use Omnisend’s email builder to create compelling welcome emails that align with your brand’s voice. Just register for an Omnisend account for free and test it out yourself.
Discover a wide range of free, customizable email templates, including welcome emails and many more, when creating an Omnisend account today.
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.
Thanks for joining our (Brand name) community! We’re happy to have you in our family.
We’re here to bring you the best tips, insights, and stories about (Your niche — wellness/tech/home decor).
Here are a few pieces to get you started:
– (Title of blog post): (One sentence summary) – (Title of guide or ebook): (One sentence summary) – (Podcast or video feature): (One sentence summary)
We’ll drop fresh content straight to your inbox (Frequency — every week) to keep you inspired and informed.
(CTA: Explore more content)
Warm regards, (Company name)
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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.
Image via Omnisend
Template
Hey (Recipient name)!
Thanks for signing up! We’re thrilled to welcome you to our (Brand name) family.
As a token of our appreciation, here’s an exclusive 15% off your first order. From everyday essentials to something special, we’ve got just what you need.
Use code: WELCOME15 at checkout
Why you’ll love (Brand name):
– (Benefit 1) – (Benefit 2) – (Benefit 3)
Hurry — your discount is valid until (Date) (CTA: Shop and save sow)
We’re excited for you to experience the difference!
With gratitude, The (Company name) Team
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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.
Image via Omnisend
Template
Hi (Subscriber name),
I just wanted to say thanks for joining our community and personally welcome you to our (Brand name) family.
I’m (Your name), the founder/co-founder of (Company name), and I started this brand to (Brief mission or value statement).
You can expect helpful (Content/products/services) to (Solve your pain points/meet your needs). Feel free to reply to this email anytime if you have questions or just want to say hi — I’d love to hear from you.
In the meantime, check out (Link to helpful resource) to help you get started.
Looking forward to connecting, (Your name) Founder, (Company name)
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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.
Image via Omnisend
Template
Hey (Recipient name),
We’re so excited to welcome you to our (Brand name) family! Here, we believe in (Core mission/value — making wellness simple/bringing style and comfort together).
At (Company name), we’re all about (Short brand story).
What makes us special?
– (Unique selling point 1) – (Unique selling point 2) – (Unique selling point 3)
Get to know us, browse our best-sellers, and discover what makes us different. We can’t wait to be part of your journey!
Ready to explore? Check out our latest collections and get inspired. (CTA: Explore our best-sellers)
With love, (Brand name)
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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.
Image via Omnisend
Template
Hi (Subscriber name),
We just wanted to give a huge THANK YOU for joining the (Brand name) community. Your support means the world to us!
As a thank-you for subscribing, here’s a special gift just for you:
Take 15% off your first order (Use code THANKYOU15 at checkout)
Hurry — your special offer expires in 72 hours!
We’re so excited to have you with us and can’t wait for you to experience the (Product/service) difference.
(CTA: Claim your offer)
Thanks for being here, (Company name)
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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
Hi (Name)!
Welcome to (Brand community name)! You’re now part of a community of incredible people working towards (Brand goals/purpose or customer issues).
Curious about what makes our (Product) stand out? We’ve designed it using (Briefly mention your design process) to ensure the best experience for you.
Want to know more? Check out (Link to blog post/about us section/product landing page) for more details.
As a valued member of our growing community, you’ll get access to exclusive discounts and the latest product launches. Don’t forget to add us to your list!
Take care,
(Name)
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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
Hi (Name),
Thanks for signing up for (Newsletter name)! We’re so excited to have you on board.
You’ll receive our newsletter twice a month, packed with (Product/service) updates, exclusive deals, and special offers.
Keen to learn more? Check out our blog for insights on (Interest/topic): (Link)
Feel free to reach out to us at (Email address) if we can help you with anything.
Regards,
(Name)
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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
Hey (Name),
Welcome to (Brand loyalty program)! You’ve joined an exclusive community of customers who make our brand even better, and we’re so happy to have you here.
At (Brand name), customer loyalty means (Outline top loyalty program benefits) — our way of saying thank you for choosing us.
As a member, you’ll enjoy these perks:
(Benefit 1)
(Benefit 2)
(Benefit 3)
To get the most out of your membership, (Share first steps to activate membership).
We’d love to hear from you! Reach out anytime with questions or feedback — our team is always happy to help.
Your first purchase (Name of first product purchase) marks the start of your journey with us, and we can’t wait to see what’s next for you as part of our (Loyalty program) community.
Kind regards,
(Name)
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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
Welcome to (Company name), (Recipient name)!
It’s my pleasure to personally welcome you on board and share some amazing tips to help you get started.
Click the (Link/video) below to discover the valuable insights I’ve put together just for you.
Thanks for being part of our community — we’re so glad to have you!
Copy text
Make every welcome personal with Omnisend email builder’s powerful segmentation and automation
“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 what you need to keep in mind when writing welcome emails to make an impact:
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.
2. 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!”
3. 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.
4. 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.
5. 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
6. 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 both actions and 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
Image via Omnisend
Click Create campaign, then select Create email
Input your email settings and click Choose email template
Image via Omnisend
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-scenes 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.
About 12% of Divatress’ marketing messages are sent through automated workflows, including its two-message welcome series. The first email in this series converted at 11% and generated $7.53 in revenue per email.
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 streamlines your best welcome emails with automation and fully customizable templates — so you can deliver a polished first impression without getting lost in the setup. Owing to its usability, it has a rating of 4.7 on Shopify and 4.6 on G2.
Your welcome email series is the first interaction a new subscriber has with your brand and sets the tone for your relationship. It should include the right number of emails sent within a well-defined timeline. This helps cultivate trust, maintain interest, and smoothly guide your audience toward meaningful actions.
But what is a welcome email series?
It’s a planned sequence of automated emails sent to new subscribers after they sign up for your email list. An ideal welcome email series includes three to five emails systematically sent over an appropriate period, usually seven to 14 days. The sequence should flow naturally, with each email building on the last.
Welcome email sequence (recommended by Omnisend)
Omnisend suggests using the tried and tested five-email sequence below to balance education, engagement, and conversion:
Email 1: Welcome and introduction
Timing: Send it within a few minutes after signup
Content:Express your gratitude for their signup, tell them about your brand, and set expectations for the type of content and value they’ll receive in upcoming emails
Email 2: Brand story and values
Timing:The second email should be sent one to two days after the first email
Content:Talk about your brand history, key milestones, struggles, core values, mission, and what makes your brand stand out from the competition
Email 3: Product showcase or best-sellers
Timing:Send the third email two to three days after the second email
Content: Introduce your best-sellers or most-loved items and back them up with customer reviews and testimonials to build trust
Email 4: Exclusive offer or discount
Timing:Send this email two to three daysafter the third email
Content: Present an enticing offer, such as a discount, a bonus gift, or free shipping, to motivate your subscribers to make their first order
Email 5: Social proof and engagement
Timing: You can share the final email three to five days after the fourth email
Content: Feature user-generated content and encourage subscribers to connect with you on social media or become part of your brand’s community
Welcome series email example: To’ak Chocolate
We got one of the best welcome flow email examples from To’ak. Let’s take a look at why it qualifies to stand out among the best welcome email series examples:
Welcome series email 1: Sharing the brand story
What this email does well: The friendly faces in the team photo make the brand feel approachable. The email uses authentic storytelling to introduce the brand and sets clear expectations for the upcoming email series. A clear CTA guides readers toward browsing products.
Subject line: It all started in a rainforest…
Image via Omnisend client To’ak Chocolate
Welcome series email 2: Introducing brand founders
What this email does well: It humanizes the brand by introducing the founder. It combines educational content, rich visuals, and clear CTAs to keep readers invested and encourage them to explore further.
Image via Omnisend client To’ak Chocolate
Welcome series email 3: Sharing the brand’s vision and educating subscribers
What this email does well: It effectively transitions from introducing the founder to explaining the brand’s unique production methods and craftsmanship. It breaks down information clearly with detailed images and descriptions of the harvest and aging process.
Subject line:Chocolate will never be the same again
Image via Omnisend client To’ak Chocolate
Welcome series email example: Island Olive Oil Company
If you’re looking for the best welcome series email examples, Island Olive Oil Company can be your inspiration. Here’s its automated welcome email series and what makes it effective:
Welcome series email 1: Friendly brand introduction
What this email does well: By warmly thanking new subscribers, it sets a positive tone. It clearly outlines the benefits of subscribing and adds an enticing discount to drive an initial purchase. The appealing images of mouthwatering dishes make the offer even more compelling.
Subject line:Welcome to Island Olive Oil Company!
Image via Omnisend client Island Olive Oil Company
Welcome series email 2: Unveiling the brand’s recipes
What this email does well: Featuring a seasonally appropriate and relevant recipe makes subscribers more likely to place an order. The enticing image of the scrumptious meal encourages readers to try it. The email also includes direct links for easy shopping and offers free shipping as an incentive.
Subject line:Savory Fall Recipe: Mushroom & Sage Bread Pudding
Image via Omnisend client Island Olive Oil Company
Welcome series email 3: Sharing the company’s products
What this email does well: It highlights the brand’s key products with clean, high-quality images that immediately catch the eye. The concise descriptions and clear pricing make it easy for subscribers to understand the value of each item. Plus, bold CTAs guide them to the checkout page.
Subject line:Get inspired with our favorite ingredients and healthy recipes!
Image via Omnisend client Island Olive Oil Company
Welcome your customers the right way
A well-crafted welcome email is 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 allow you to customize and automate welcome emails, even if you have 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.
Get started with Omnisend to create welcome emails that really work
When writing a welcome email, start with a compelling subject line, personalize the message, and introduce your brand. Also, include key details like a special offer, popular products, or next steps. End with a clear call to action that encourages engagement. Keep it friendly, concise, and aligned with your brand voice.
2. Why do you need a welcome email sequence?
A single email may not be enough to fully engage new subscribers, but a welcome email sequence helps nurture relationships over time. It gradually introduces your brand, provides valuable resources, and encourages conversions. Automated sequences ensure consistent engagement, improve retention, and can lead to higher sales by keeping your brand top-of-mind.
3. What should a welcome email include?
A welcome email should include the brand’s logo, a warm greeting, an introduction to your brand, and valuable content like a discount code, product recommendations, or onboarding tips. It should also have clear next steps and a call to action.
4. How to send a welcome email?
You can send welcome emails through email automation platforms like Omnisend. Simply set up a workflow that triggers an email when a new subscriber joins your list. With Omnisend’s intuitive tools, you can customize your message, personalize content, and track performance for optimized engagement.
5. How many emails should a welcome series have?
A welcome series typically works best with three to five emails spaced out over seven to 14 days. This allows you to introduce your brand, share your story, highlight products, and guide subscribers toward conversion without straining them.
Greg Zakowicz is an ecommerce marketing expert with more than 15 years of experience in email, mobile, and social media marketing. He has consulted numerous IR top 1000 clients on their email and SMS marketing programs and is a frequent speaker and writer in the ecommerce and marketing industry.
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