How To Write a Welcome Email Template That Gets Results

Table of Contents

• How To Create a New Customer Welcome Email Template

• Welcome Email Template Examples

  • 1. The Short and Sweet Greeting

  • 2. The Onboarding Email

  • 3. The Brand Story

  • Raise the Bar With Your Brand Story

  • 4. The Limited-Time Offer

  • 5. The Welcome Gift

  • 6. Bust a Move

  • 7. The Showcase

  • 8. The Referral Request

  • 9. The Interactive Welcome Email

  • 10. The Video Email

  • 11. The Well-Timed Reminder

• The Welcome Email Sequence Template

• Create Your Own Subscription Email Template

You’ve got some heavy competition. 

More than 300 billion emails are sent each day. Why should a reader open yours?

A welcome email template answers this question in a compelling way. The best welcome emails do more than just introduce you. 

With a welcome email template, you can prime readers to anticipate each new installment of your newsletter. It’s a proven tool for confirming and deepening your audience’s interest in future emails.

With a strong welcome email template, you can start to build a relationship and bring readers into your brand community across platforms.

For example, you could invite them to follow you on different social media platforms, cross-promote your products, and create two-way communication by asking your readers a question. We’ll give you more details and examples of these strategies below.

You’re probably working with some email newsletter templates already, but welcome email sequences are a specialized situation.

This is a one-time chance to make a strong first impression, but that’s not all. There’s a well-documented psychological effect called the recency bias. It’s a natural tendency to value something new.

When a reader first signs up for your newsletter, you have a unique opportunity to gain their attention, trust, and cooperation. Don’t squander it.

We’re going to share some of the top welcome email template examples to help you nail this critical step.

How To Create a New Customer Welcome Email Template

No matter how you focus your message, a successful welcome template for your newsletter should include a few core elements.

First, welcome your new subscriber by name and remind them of who you are and why you’re contacting them.

Second, offer a brief overview of what the newsletter will provide and how often readers can expect to receive it.

Third, include links to your website, social media accounts, or any other channels where fans can engage with you. In fact, these links should be a regular part of your newsletter template.

Fourth, briefly remind subscribers to move your email into their primary box. Otherwise, your email may end up in “promotions,” and the reader will miss out on all of your fantastic content.

And fifth, provide an unsubscribe link and let readers know that they can unsubscribe at any time. Future emails don’t need to mention this unsubscribe link (although it should always be there), but it pays to be explicit with your first message. 

Not only is the ability to opt out required by law, but a clear “out” will also keep your email list from becoming bloated with unengaged readers. 

By making it easy for readers to remove themselves from your list, you can improve the deliverability of your emails for subscribers who genuinely want to read them.

These five elements are just the bare minimum. We’re going to show you several welcome email template examples to give you an idea of what is possible.

Welcome Email Template Examples

Beyond providing basic information, your welcome email should give readers a taste of your personality and voice. 

Here are some welcome email template examples that you can customize to represent your brand. You can also combine elements from different welcome emails. 

1. The Short and Sweet Greeting

Sometimes, less is more. Thank new subscribers for their interest without putting it to the test with long content.

Entrepreneurship Handbook gets this down with a simple, informative welcome email. They welcome you aboard, take care of business, and explicitly tell you what to expect from their Tuesday and Thursday emails.

You, too, can get to the point with this welcome email template:

Welcome, {NAME }!

Thanks for joining us. We look forward to sending you our newsletter {EMAIL FREQUENCY}. It's full of {BRIEF DESCRIPTION OF CONTENT}.

Not enough? Aw, we like you, too. You can also connect with us on {SOCIAL MEDIA CHANNELS}.

We don’t want you to miss a single issue, so make sure that we’re in your primary mailbox. Click here to learn how.

If you'd like to unsubscribe or update your preferences, click here.

Thanks again for becoming part of the {BRAND} community!

You can always follow up with a second, more expansive welcome email, or you can jump right into your usual communications.

2. The Onboarding Email

This email template is useful when you want to get new customers up to speed and make sure that they take advantage of all that you offer. 

It’s a way to take advantage of recency bias and direct your customers to where they need to go in order to access your content or use your product:

Hey there, {NAME},

Thank you so much for becoming a part of {BRAND}. Here's everything you need to know to get started. You now have access to exclusive content such as {EXAMPLE 1} and {EXAMPLE 2}.

{LOGIN INFORMATION OR DIRECTIONS INCLUDING HOW TO MOVE YOUR EMAIL INTO THE PRIMARY BOX}. 

If you have any questions or problems, our team is available 24/7 at {CONTACT INFORMATION}.

[Choose one]

We can't wait to see what you create with {YOUR PRODUCT}! Go ahead and brag — it's why social media was created. Please keep us in the loop via {YOUR CHANNELS AND BRANDED HASHTAGS}

or

We take pride in our community's engagement. Let us know what you think in comment sections and social media posts. You can find us at {YOUR CHANNELS}.

Thanks again, and welcome aboard!

This template delivers crucial information and encourages subscriber engagement – not bad for initial communication.

The onboarding welcome email template is part of a sequence that Asana sends to new users. Note the easy-to-use links they provide, allowing readers to access common new-user functions and material.

Image: Onboarding Email (Asana)

3. The Brand Story

Everybody loves a good story. Tell new subscribers about your brand. You could spotlight personnel, past successes, or your mission statement. You can even take the superhero route and recount your origins.

Spin a tale with this welcome email template:

Hi, {NAME}!

We're excited to welcome you to the {BRAND} family. Want to know more about the clan you've joined? We would, too.

[Choose one]

It all started when {SIGNIFICANT MOMENT RELATED TO YOUR BRAND'S BEGINNING}. We realized that there was a need for {YOUR BRAND'S WELL-CRAFTED VALUE PROPOSITION}, so we set out to provide it. Over the past {AGE OF BRAND}, we've {MILESTONES OR ACCOMPLISHMENTS}.

And that's when you came along. We hope you're as excited about the next chapter as we are. There are major projects in the works such as {PROJECT 1} AND {PROJECT 1}.

or

We're a team of {NUMBER OF PEOPLE} who are passionate about {WHAT YOUR BRAND DOES OR PROVIDES}. While we work hard, we also make time to play. Just look at {TEAM MEMBER}. They {UNUSUAL HOBBY OR EXPERIENCE}.

or

At {BRAND}, we believe in {YOUR VALUES}. We've dedicated ourselves to {YOUR MISSION}. Whether it's through {METHOD/SERVICE/PRODUCT 1} OR {METHOD/SERVICE/PRODUCT 2}, we aim to {YOUR GOAL}.

We're a chatty bunch, so you can expect {FREQUENCY OF EMAILS}. Make sure that we’re in your primary mailbox, so you never miss one. 

With our newsletter, you'll get exclusive content, including {LIST OF CONTENT TYPES}. And don't forget to follow us on {SOCIAL MEDIA CHANNELS}. After all, we want to know what you think, too.

Talk to you soon!

This subscription email template works to humanize your brand. Instead of thinking of you as a content machine, your audience should think of you as a friend.

Of course, you could also take your brand story to a whole new level.

Raise the Bar With Your Brand Story

We think Smart Nonsense is attempting to tell their brand story in the welcome email they send to new subscribers… but we’ll let you decide.

Their welcome email is an entire graphic novel with over 50 illustrations like the one below:

Through these vivid (and sometimes disturbing) images, they demonstrate the benefits of reading their newsletter step-by-step.

Some of the images in Smart Nonsense’s welcome email aren’t appropriate for this blog, but you may find that it’s worth subscribing to just to see the email, even if you unsubscribe a few minutes later. 

4. The Limited-Time Offer

Time and again, email marketing proves its ability to convert readers to customers but don't wait before making the pitch. 

Welcome emails that include promotional offers generate up to 320% more revenue per email than other promotional emails. (There’s the power of recency bias, again.)

Create a welcome email template that includes an offer that your customers won't be able to resist: 

Hey, {NAME},

We're delighted to make your acquaintance. We want you to feel welcome, so we put together this deal just for new subscribers. 

For the next {TIME DURATION} only, you can get {PROMOTIONAL DEAL}. But hurry — this offer won't be around forever! Find out more by clicking here.

Don't forget to check out our other offerings while you're shopping. You seem like the kind of person who appreciates {LINKED PRODUCTS OR SERVICES}.

Want more subscriber-exclusive deals? We don’t blame you. Get the inside scoop by following us on {SOCIAL MEDIA CHANNELS}.

Happy shopping!

Strike while the iron is hot and encourage new customers to do the same.

Image: Limited-Time Offer (Canva Template)

This welcome email template was designed by a frequent-traveling Canva user. It pairs its “hello” with a valuable promotional offer.

5. The Welcome Gift

Want to make someone like you? Give them a present. (It works on us.)

Exclusive content is one of the best lead magnets. Use your welcome email template to follow through on earlier promises or surprise your audience with fun bonus material.

Hi, {NAME},

We're honored that you want to hear from us on a regular basis. 

To show our gratitude, we're giving you access to some of our best premium content. Check out {LINK} to grab your welcome package. It's filled with goodies like {EXAMPLE 1}, {EXAMPLE 2}, and more!

We have a lot of exciting things planned, so keep your eyes and ears open. Stay in the loop by following us on {SOCIAL MEDIA CHANNELS}.

Welcome aboard the good ship {BRAND NAME} — we can't wait to have you join us on this journey.

Okay, okay, the "good ship" line is a little cutesy — feel free to cut it. Note that most of these templates use a breezy conversational style. You can make the language more formal or colloquial as needed.

6. Bust a Move

The Neuron puts their own twist on the Welcome Gift email template above. 

They do provide a valuable gift – a handy AI Cheat Sheet, but they ask you to give them a gift in return. 

“If you have a cat or a dog,” says the welcome email, “hit reply and send us a picture. It is urgent.”

This “urgent” request is surprising because you wouldn’t expect a digital newsletter about artificial intelligence to be obsessed with cute, furry animals, but there’s an important psychological tool at play.

The request for a pet photo is an engagement device. Instead of merely reading the welcome email, you’re taking action. The action is unexpected and a little bit silly. This engraves The Neuron more strongly into your brain.

And since you love your pet, the action you’re taking involves emotion. This makes the bond between you and The Neuron even stronger. 

7. The Showcase

Maybe you'd rather let your work speak for you. That's fine — welcome emails are a great place to highlight the best of what you offer.

Here's how to show them what you've got:

Hi {NAME},

Welcome to our community! We're excited to have you here. 

[Choose one]

At {BRAND}, we take pride in our work. Check out a few examples of what our team has done for our previous customers:

{CASE STUDIES OR WORK SAMPLES}

We hope that you're just as excited to see what {BRAND NAME} can do for you. And if there's ever anything we can do to help, don't hesitate to reach out via email or social media. You can find us at {SOCIAL MEDIA CHANNELS}.

or

As a new member, you can learn more about us and our community by checking out some of our greatest hits. Dive into the archive and read some of our most popular posts:

{POSTS}

We hope that you enjoy reading them as much as we enjoyed creating them. Let us know what you think at {SOCIAL MEDIA CHANNELS}.

Let’s {ATTAIN GOAL} together.

Choose your samples with care. You want to display work that is both exceptional and characteristic. Your audience will expect more of the same, so make sure that you can deliver. 

Image: Showcase (HerStory Novels)

This email is simple but effective. The writers at HerStory Novels highlight both past posts and the ease of unsubscribing or changing email frequency. They leave the reader in control, ensuring a highly engaged audience. 

8. The Referral Request

You already know that your best advocates are existing customers. That's why welcome emails can double as referral requests.

Put together a welcome email template that invites readers to join your newsletter referral program:

Hi, {NAME},

Welcome! You've joined the growing {BRAND} community. We want to compliment you on your good taste. You're going to love it here.

Are your friends missing out? Invite them to join the fun and earn rewards while they're at it. Check out our referral program and pick up some sweet deals when your friends sign up.

{LINK TO REFERRAL PROGRAM}

Through {BRAND}, you also have the opportunity to make new friends. Our fans are a fun bunch. Join them at {SOCIAL MEDIA CHANNELS}.

After all, if one new subscriber is cause for celebration, aren't two new subscribers even better?

Here’s the referral request that comes at the bottom of the welcome email for Ben’s Bites:

In addition to making it easy to copy/paste or even share with a click, there’s also a scoreboard. You can see how far away you are from a reward. Additional referrals lead to better prizes.

9. The Interactive Welcome Email

Use your initial email to better segment your email lists and help subscribers customize their journey. Provide links to additional offers or newsletters. Quiz them on their interests or needs, and direct them toward related content. Ask them how often they would like to be contacted.

All of this information will ensure a harmonious relationship moving forward.

Hi, {NAME},

We don't know about you, but we're excited to see where this new friendship goes.

We promise not to bombard you with emails — our goal is to send you only the content that interests you. Help us out by telling us a bit more about yourself and answering a few questions.

{LINK TO SURVEY}

You can also let us know directly what topics you'd like to see in your inbox. Don't hesitate to contact us at {CONTACT LINK} or reach out on {SOCIAL MEDIA CHANNELS}.

In addition to giving subscribers control over their preferences, you can also use your welcome email — or any future newsletter — to solicit input on the content that most excites them. Use beehiiv’s one-click reader polls to gain insight into your audience and ideas for your next piece.

Image: Interactive Welcome (Grammarly)

By encouraging readers to customize their preferences, Grammarly avoids annoying their legion of subscribers with irrelevant emails.This snippet also comes at the end of a longer onboarding email from Grammarly. It’s a good reminder that you can blend elements from different approaches in your own welcome email template.

10. The Video Email

There's no denying that video content is king. Convert more readers by making them viewers. After all, 55% of consumers use videos to help them make purchasing decisions.

Try embedding a video into the body of your welcome email.

Welcome,

We've been expecting you, {NAME}. In honor of your entrance into the {BRAND} community, we made you a video, introducing all that we offer.

{VIDEO EMBED}

Okay, we’ll come clean. We didn't make that video just for you. Creating amazing digital content is kind of our passion. You can find more at {CHANNELS}.

Enjoy!

11. The Well-Timed Reminder

As a follow-up to your welcome email template, you might set up an automated reminder a few days later for subscribers who have yet to engage after the initial communication. 

Psst, 

We just wanted to let you know that we’re still here and happy to answer any questions you might have about {BRAND}. 

Let us help you get the most out of your subscription.

While you never want to hound subscribers, there’s nothing wrong with a gentle reminder, and this brings us to another powerful tool…

The Welcome Email Sequence Template

Most businesses and newsletters still rely on a single welcome email, but some situations call for more than one welcome email. Use a welcome email sequence template for a coordinated series of emails. 

With an email sequence, you can:

• Use more than one of the welcome email templates listed above.

• Drip onboarding details to avoid overwhelming your readers.

• Build up suspense around a special offer before you reveal it in the final email of the sequence.

• Tell your brand story in several parts.

• Deepen your relationship by extending the welcome process over a few days or weeks.

Hi {NAME},

Welcome to {BRAND}! We can't wait to share the possibilities available to you.

Today, let's explore our {CATEGORY 1}. We take pride in our {PRODUCTS/SERVICES} and are always looking for ways to improve. 

{FURTHER INFORMATION AND LINKS}

Tomorrow, we'll talk about our {CATEGORY 2}. But if you miss us in the meantime, you can always find us on {SOCIAL MEDIA CHANNELS}.

Thanks for giving us a chance. See you soon!

Later emails should build on earlier ones. Develop the conversation and keep readers eager for the next installment.

Create Your Own Subscription Email Template

There you have it — the necessary elements and different approaches for welcome emails. Think about which ones make the most sense for your brand.

Then you can start crafting your own welcome email template. Don’t be afraid to experiment! Try different types of content and see what receives the most engagement. You can even run A/B tests to optimize open rates and conversion.

If you really want to make the most of your welcome email template, it’s critical to have the right tools. This is where beehiiv’s no-code editor and other features can free up your time for the creative work that will make your welcome emails a success.

beehiiv has a built-in, automated referral program which lets you track and reward referrals as we showed you above. The platform also comes with a suite of automations and analytics to support your welcome email template and make it more effective.

Check out this video to see how you can save time by using beehiiv automations.

If you don’t yet have a beehiiv account, you’re in luck. We’re giving away a free, 30-day trial of Scale, our highest-level and most popular plan.

There’s no better time than the present to launch your newsletter or email marketing campaign. Sign up today. As a special bonus, you’ll get to see our own welcome email to add to your samples. 

*This article has been updated to maintain its relevance and accuracy.