10 Great Welcome Email Examples for New Clients and Employees (2023)

We all know the saying "first impressions last" and we know how important it is to make a good impression.

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Are you late for the interview? That's a bad first impression. Ate a clove of garlic and forgot to brush your teeth before the first date? Also a bad first impression.

It turns out that the principle of "making a good first impression" applies not just to face-to-face meetings, but to email interactions as well. The result of a good impression in emails goes a long way in establishing a connection with potential business leads or customers.

What is a welcome email?

A welcome email is the first email you receive after signing up, subscribing or submitting your email to an online store. It matters because it's the first impression a business makes on a new customer, blog subscriber, or email newsletter subscriber. Welcome emails can include videos, special offers, a sign-up form, or just a friendly hello to help build rapport with a new contact.

When you send a welcome email to a new blog reader, newsletter subscriber, or customer, you are making a first impression on behalf of your brand. To ensure you make the best first impression possible, we've rounded up some examples of great welcome emails from brands big and small.

Pro Tip: Use HubSpotfree email marketing softwareto easily create a quality welcome email sequence like the ones below.

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Each of the examples below demonstrate different tactics and strategies for acquiring new email subscribers. Let's dive.

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The Components of an Awesome Welcome Email

One factor that really affects theCustomer onboarding processis the welcome email. While there's no one-size-fits-all format, there are several key components that can help your email stand out and connect with your audience. These include:

1. Compelling Subject Lines

Ensuring recipients actually open your emails is the first step to making a good impression. Subject lines are crucial, so opt for short, to the point subject lines that clearly state what you're sending, who it's from, and why it's important to potential customers.

2. Content Recommendations

While the main purpose of welcome emails is to introduce your brand, it's also crucial to add value by providing interested customers with next steps. A good place to start is linking to great content on your site, which will give your customers more context if they're curious about what you do and how you do it.

3. Personalized offers

Personalization can help your welcome emails stand out from the crowd. By providing personalized introductory offers for products, consumers can be desired. Based on information they've provided or data publicly available through social platforms, welcome emails can help generate continued interest.

4. Disable delete options

It's also important to provide a clear output if users aren't interested. Make sure all your welcome emails include “unsubscribe” options that allow customers to choose how much (or how little) contact they want from you in the future. If there's one thing that tarnishes a budding business relationship, it's the incessant emails that aren't easy to stop. Always give your customers the option to opt-out.

10 Examples of Great Welcome Emails

So what does a great welcome email look like? We've put together some great examples of welcome messages, including introductory messages, thank you emails, and proposal templates to help you get your work done.Customer onboarding processfrom start to finish - and make a great impression along the way.

1.american jungfrau

Greeting Type: Introduction

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A welcome email is a perfect way to introduce people to the traits (and eccentricities) that make your brand unique.

For Virgin America, that means putting the “I love you” hand symbol front and center. This small gesture sends a signal to the recipient that Virgin America employees care about their customers. The playful "Welcome Aboard" text and the casual "Have a seat" call-to-action also help immediately position Virgin America as a modern and fun brand.


Greeting Type: Introduction

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Sometimes the smallest elements in a welcome email can say a lot about a brand. And when it comes to Food52's welcome email, the preview text at the top of the email, "We brought snacks," definitely gets it right.

Also known as pre-header or snippet text, preview text is the copy extracted from the body of an email and displayed next to (or below) the subject line in someone's inbox. So when you see the welcome email from Food52 in your inbox, you'll get a taste of the brand's personality before you even open it.

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Food52's welcome email also does a good job of building trust by putting a face (make two faces) to your name. As soon as you open the email, you'll see a photo and message from the company's founders.


Greeting type: video

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From the subject line to the conversational tone in the body of the email, the image at the top of a welcome email remains friendly and simple, keeping the focus on the introductory video inside.

Montag.comit's a task management tool for teams and companies, and the welcome email you get when you sign up makes you feel like you're a CEO as Roy Man speaks directly to you. The email even personalizes the opening greeting using the recipient's first name and is known for it.Increase email click-through rates(especially if the name is in the subject line).

The more you can make your email feel like a personal conversation between you and your subscriber, the better. If you have so many details that you need to share with your new customer, follow the example of Monday.com and embed them in a video instead of explaining them all in the email itself.

4.Kate Spade

Greeting Type: Thank You

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Let's face it, internet users like us are constantly bombarded with requests to sign up and subscribe to all kinds of email communications. So, as a brand, it's really important when someone takes the time to dig through all the clutter to intentionally opt-in to your email communications.

To gauge how appreciative they are of people who actually take the time to sign up, Kate Spade uses a simple but effective tactic with her welcome emails. They say "thank you" in big, bold letters. By gluing this "thank you" note to an envelope, Kate Spade recreates the feeling of receiving a real thank you letter in the mail. (The 15% off code doesn't hurt either.)


Greeting Type: Introduction

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If there's an ideal "attitude" that welcome emails should convey, Lyft has it. The company's simple but vibrant welcome email focuses entirely on the look and feel of the app, offering a design that's as cozy and smooth as the elevators Lyft intends to give you. At the same time, the email's branded pink call-to-action draws your eyes to the center of the page for "Give me a ride," inviting language that doesn't put pressure on you as a new user.

6.monk bench

Greeting Type: Our Story

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Munk Pank's welcome email is the story of why the company was founded. This is a healthy burger joint started by a couple. In their welcome email, they mention that they started the company because they never seem to have found nutritious snacks that keep them energized and alert.

This is a great version of a welcome email, as they let your customers know that they can relate to the issues they're having and that they've already been there. It helps build trust and belonging; It also gives customers a glimpse of what to expect from your products.

The email ends by sharing the company's mission to help them lead healthy lifestyles. This welcome email lets subscribers know they are joining a tribe that cares about their healthy diet and lifestyle; a mission that goes beyond snacks.

7.Who gives a damn

Greeting type: Why us

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Who Gives a Crap is an organization that sells organic toilet paper and they are very passionate about it. Your welcome email is equally entertaining and informative. They give all the reasons why you should choose organic and eco-friendly products. Then they sweeten the pot (pun intended) by noting that they donate 50% of their profits to global sanitation projects.

The email reminds the shopper that they can still buy the toilet paper for the same price as the supermarket. They also have a catchy call-to-action in their welcome email that offers 10% of their products to people who sign up to their email list. The company has added a "Buy It Now" button for convenience, so if readers are convinced of their purchase, they can do so with one click.

8.cuecas SAXX

Greeting Type: Offer

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SAXX Underwear specializes in men's underwear and their welcome email is very memorable and creative. Their subject line, “Welcome to You and Your Balls,” is just a sampling of how they use a humorous, relatable tone to connect with their audience.

The welcome email is also very visual. They demonstrate their guarantee of comfort with photos of models in boxer shorts.

The welcome email also gives first-time shoppers a 10% discount code and directs them to the store. Along with the offer, they boldly present their refund policy to reassure potential customers who are unsure. These gestures help build trust with your new subscribers and encourage them to buy from you.

What really stands out about the welcome email from SAXX Underwear is the tone of the wording and the careful, yet bold and memorable choice of words.


Greeting type: video

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When you sign up for InVision's free prototyping app, the welcome email makes it clear what your next step should be.

To help people use InVision's app, the company's welcome email doesn't just list what you need to do to get started. Instead, it shows you what to do with a series of short videos. Given the visual and interactive nature of the product, this makes a lot of sense.


Greeting Type: Introduction

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No fancy design work. no videos No photos. The welcome email Drift sends after they sign up for their newsletter is a lesson in minimalism.

The email begins with an open comment in the email itself. "Most people have really long welcome email sequences after you've been added to their email list," writes Drift's Dave before continuing, "Good news: We're not most people." What follows is simply a bulleted list of the company's most popular blog posts. And the only mention of the product comes in a short afterword at the very end.

If you're trying to create a welcome email that doesn't interrupt and focuses on adding value rather than stalling, this is a great example to follow.

Bonus Example: HubSpot Welcome Email Templates

Need a little help getting started with your welcome email efforts? We provide you with welcome message templates to speed up the connection process. The example below is one of the four templates offered in ourfree kit(which also includes 40+ customer email templates) and shows a simple example of a great welcome email.

Just fill in the details, adjust the text to reflect your brand voice, and start sending.

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Now that you've seen some great welcome email examples, let's dive into the process of writing a great email and grabbing the customer's attention.

How to write a welcome email

  1. Write a catchy subject line.
  2. Repeat your value proposition.
  3. Show the next integration steps.
  4. Create the "a-ha" moment.
  5. Add useful features.
  6. Provide contact information for customer service.
  7. End with a call to action.

1. Write a catchy subject line.

Research shows that while morewith 90%of welcome emails are opened, only 23% of them are actually read. This means that if your welcome email doesn't grab your new customer's attention, they may not even know you sent it.

The best tool you can use to increase email open rates is the subject line. A catchy, actionable subject line can draw in customers and make them curious about your content.

When writing subject lines, be sure to state what your email is promoting and how it will benefit your customer. Remember to keep it short, as the reader may only see a sentence or two in the preview. A good rule of thumb is that your subject line should include enough information to pique the reader's interest, but not enough for them to open your email for all the details.

2. Repeat your value proposition.

While this might seem like an unnecessary step, it can actually offer some significant benefits.

The most obvious benefit is that it gives the customer peace of mind in knowing they made the right decision when they signed up. It's never wrong to remind customers why they created an account with you and it shows you exactly what your product or service can do for them.

This also gives you the opportunity to clearly explain any additional services or features you offer that could lead to greater loyalty to your company. This is especially true when you have a complex solution with unique features that customers may not know about.

3. Show the next integration steps.

Now that you've reminded them why they signed up, make sure they've fully set up your product or service. Typically, there are steps users need to follow after signing up to get the most out of the platform. Examples include:

  • completion of your profile information
  • set preferences
  • Upload the necessary information (e.g. contacts for a CRM, profile picture for a social media profile, etc.)
  • update your account or complete an order

4. Create the "a-ha" moment.

This is one of the most important steps in a welcome email, and there's an essential, data-driven reason why. Former head of growth at Facebook,Chamath Palihapitiya, found that if you can get a user to make seven friends in 10 days, they are more likely to recognize Facebook's "core value" and become an active, repeat user. This is called an “a-ha moment” where the customer understands how they will benefit from using your product or service.

The goal is to get the user to that aha moment as quickly as possible so that your product sticks and the customer is successful as quickly as possible. This leads to a better overall customer experience and, ultimately,Help your business grow.

To achieve this, first identify your company's “core value” and the barriers or prerequisites customers must meet to maintain that value. You can then use your welcome email to guide new customers through these tasks.

5. Add useful features.

As mentioned in the previous step, you want the user to see the value immediately. But,customer successdon't stop here. Depending on the nature and complexity of your product, customers may need additional help. For example, customers may need guidance on troubleshooting, using advanced features, or getting the most out of your core features.

Chances are you've already created help content for common customer questions. Whether it's tutorial videos, an FAQ page, or helpful blog posts with best practices, this help content is critical to customer success. Why not include it in your welcome email? This gives them the tools they need upfront, without forcing them to dig for information after a problem occurs.

6. Provide contact information for customer service.

The final step to making your customers successful is making sure they know how to get in touch with you. You can spend all the time in the world creating great help content, but you can't anticipate every possible issue your customers will encounter.

Even if you could, customers are only human and not everyone will be willing to dig into your help resources to find the answer to their question. Therefore, it's best to be upfront with customers about how they can reach you for further assistance.

Adding this contact information to your welcome email is a great way to build the trust you need to build a relationship. He drivesconsumer loyaltyand reassures readers that you'll be there when they need you. Avoid sending clients on a scavenger hunt just to find a way to ask a simple question. This leads to frustration and sends them into the arms of their competitors.

7. Conclude with a call to action.

You should end your welcome email with a call-to-action that entices customers to start the onboarding process. Once you've demonstrated your company's values ​​and how you'll help them achieve their goals, customers will be eager to get started. So make it easy for them by providing a button at the bottom of the email that triggers the first step of the onboarding process.

Here is an example of what this might look like.

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How to write an employee onboarding welcome email

Ointegration processhas a big impact on how new hires think about your company, so it's important to dedicate the time and energy it deserves. One of the most important parts of this process is the onboarding welcome email. It needs to fit the tone of the company and outline any expectations you have for the new hire. If this is your first time writing an onboarding email, the following steps will be helpful.

Here are the steps to follow when writing an onboarding email.

1. Determine the content of your onboarding email.

Before you begin, it's important to understand the content of an onboarding welcome email.

Content varies depending on conditions. For example an emailOnboarding remote workersit's completely different from an onboarding email to an employee who will be working onsite.

For an on-site employee, the onboarding email must include:

  • welcome events
  • First day schedule
  • arrival instructions
  • How to access your workstation
  • Details of the break room (where to heat lunch, drink coffee, etc.)
  • dress code
  • What to bring (passport, identity document, work card or other documentation)
  • parking information
  • contact information

For a remote worker, content can include:

  • First day schedule
  • contact information
  • Login details for collaboration tools
  • Welcome video conference meeting (time to be held)

Again, you can change the content to suit your business needs.

2. Decide what tone you want to use in your email.

Next, you need to decide what tone you want to use in your onboarding email. Do you think your business is friendly, casual or super formal? Whatever your response is, it should reflect the tone of the onboarding email. This gives the employee an idea of ​​the type of work environment they should expect. It also sets the tone for how you want your new hire to represent your brand.

3. Compose your onboarding email.

The next step is to compose your onboarding email. While the tone of your email can change to suit your needs, here's an example template you can use.

Dear [employee name],

We are pleased to welcome you to [company name]. Please remember to take your ID with you for easy access to our facilities. We expect you to be in the office at [time] and our dress code is [formal/super casual].

At [Company Name], we pride ourselves on creating the best environment for our employees. As you will see, our team has already prepared your workplace for you and configured your software to make your first day on the job easier. You'll also have access to your reserved parking space, a personalized company bag, a t-shirt and mugs, among other items.

Our team also planned all the details for your first week to make your installation easier. Upon arrival, you will receive a document from HR with your schedule and schedules for your first week. The human resources department will also help you fill in the necessary documents and answer all your questions. After meeting HR, you will be assigned a mentor who will show you the fundamentals of our business and how we work.

Our team looks forward to meeting you during [scheduled event].

If you need clarification before arrival, please contact me by phone [phone number] or email. I'm happy to help.

Welcome to [company name], [employee name]. We look forward to working with you and watching you grow and soar to greater heights!

Yours sincerely,

[Your name]

[Your signature]

4. Edit your email.

After writing your email, be sure to edit it to ensure all necessary details are included. You can also use tools likegrammarfor any grammatical errors. You can also ask a colleague to review the email. Remember to attach any necessary documents, links or images as additional information.

5. Send or schedule the email.

Finally, send or schedule the email to ensure it is received on time. For example, you want to avoid sending a welcome email on Sunday night, which could give the wrong impression.

This will allow the new employee to be psychologically prepared and find the necessary documents.

Make a good first impression

bottom line? Whether in person, by phone or email, the first impression is the last. Your welcome email is often the first chance a potential customer or contact has to see what your brand is all about, and if you don't make it through, they'll likely go elsewhere.

Fortunately, writing a great welcome email is easy. It's not necessarily easy, but if you focus on what really matters, like: B. Compelling subject lines, great content, personalized offers, and always a way to decline, your first impression can help lay the groundwork for long-term relationships.

Editor's Note: This post was originally published in April 2016 and has been updated for completeness.

Matters: E-Mail-Design Kunden-Onboarding Email marketing tools

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