Think of a welcome email as your readers' first impression of your company. Welcome emails have the highest delivery, open, and click-through rates according to MarketingSherpa. Your welcome email should be friendly, inviting, informative, and it should “wow” your audience, thanking them for joining the party!

Welcome Emails: What to Send and When to Send

A great welcome email should familiarize your audience with your content.

• Be personable (including first name at the minimum)
• Present a clear greeting
• Include a welcome offer for e-commerce brands
• Link to resources, such as bullet points on how to make the most of their product, blog resources, or a GIF demonstrating the product
• Include a clear CTA

Set up the welcome email to deploy as soon as someone signs up. Have you ever signed up for an email offer in a store, only to awkwardly wait at the checkout counter for that email to arrive (it doesn’t) and realize you have to pay full price for everything? Don’t leave your customers hanging! 

Send that welcome email as soon as your audience signs up so they’re instantly introduced to who you are, what they can expect from your company, and so you can build trust with your audience.

22 Really Good Welcome Emails

1) Headspace

Headspace sets the tone with this bubbly yet calming email. The hero image, white space, and clean layout aligns nicely with the meditation app. This welcome email balances clear CTAs with information and stats bout the app, all a great mix to get readers in the right headspace.

Why it’s really good

• GIF usage
• Clear CTA
• On-brand
• Sets the tone for the company and the product

2) Casper

Leading us through the land of sleep, Casper presents a clean email with a clear greeting and CTA. This email explains exactly what the company does, how it helps its audience, and notable companies who have featured Casper. Plus, the email embeds plenty of puns.

Why it’s really good

• GIF usage
• Clean layout
• On-brand
• Clear CTA
• Shows consumers what they’re getting + benefits

3) Slack

When we think of Slack, we think of connecting with coworkers, teammates, and communities. This welcome email communicates just that while keeping the design simple, including minimal text and an inviting hero image waving at us. The CTA buttons are clear and on-brand, Plus, it’s easy to skim through the emoji bullet points (my personal favorite).

Why it’s really good

• On-brand
• Clear CTA
• Waving emoji matches subject line
• Good hero image
• Quick tips on how to use the platform
• Easy to skim with emojis

4) Bellroy 

Bellroy jumps right into greeting the reader with a fun and forward intro. The company uses a nice mix of product photography and friendly content to entice the reader upon opening this welcome email. The confident tone talking up their products introduces the audience to what they can expect from the company. Bellroy also does a nice job of throwing in a GIF, a faux video, and more explanations on its products to give the reader a well-rounded look at what they’re in for.

Why it’s really good

• Welcoming message
• GIF usage
• Faux video
• Informative
• Crisp product photos

5) hims

The wellness brand keeps this welcome email clean, simple, and easy to skim. Introducing the hims app with an image of the app on a device showcases the clean layout and what customers can expect to see in the app. We love the minimalist email design and the clear calls to action, driving the customer to download the hims app.

Why it’s really good

• Clear CTAs
• Short and sweet
• Informative
• Clean layout
• On-brand

6) Dorsia

Dorsia curates itineraries for travelers visiting more than 5,000 locations. Their delightful, bite-sized welcome email covers all the main points: greeting the reader, making it seem like they are in an exclusive club (“you’ll now be among the first…”), and encouraging the reader to download the app.

Why it’s really good

• Friendly copy
• On-brand with colors and illustrations
• Clear CTA
• Illustrations
• Contains exclusive info for the reader

7) goop

Hitting all the points of a welcome email, goop jumps right in with a personal note from goop founder Gwyneth Paltrow and then leads into the content. The company gives readers a lot of choices in this email, breaking down the content into categories and making it easy to skim.

Why it’s really good

• Personable
• Clear CTAs
• Educates the reader on things to know about the company
• Social media CTA (encourages readers to “follow” rather than simply listing the social media icons)

8) Pixelbuddha

Pixelbuddha welcomes readers with open arms (quite literally). The email is friendly, inviting, short and concise with helpful resources and a clear CTA for first-time subscribers. The company includes a healthy mix of information, including who they are, what they offer, and options to upgrade.

Why it’s really good

• Visually welcomes readers
• Informative with links to resources
• Clean layout
• Clear CTAs

9) Glitch

Glitch uses bright colors and inviting copy to introduce the reader to its community. This layout works well for the brand with a nice overview of how to navigate through the community, apps, and how to contact support, a must with technology companies.

Why it’s really good

• Clean layout
• Personable copy
• Clear CTAs
• Includes how to contact support
• On-brand

10) Made in Cookware

The email kicks off with food emojis in the subject line, showcasing the company and its playful tone before the reader even opens the email. We love the personal hero image with a note from founders Chip and Jake. The email expresses gratitude and welcomes the reader, then welcomes the reader to join with the "Let's Cook!" button. The food photos add a nice touch, showing the audience what they’re in for (and providing us with some great foodspo).

Why it’s really good

• On-brand emojis in subject line
• Friendly hero image
• Personable
• Crisp photos telling a story
• Clear CTA

11) Marriott

This welcome email is especially fun with its envelope invitation image unfolding. With Marriot being a mostly in-person, customer-focused company, the digital envelope suits the brand well. Scrolling down, the email does a good job explaining the benefits of joining as a member and featuring properties associated with the brand.

Why it’s really good

• Interesting layout
• Card in envelope welcoming the reader
• Clear CTAs
• Lists membership benefits

12) Aspiration

Similar to the Marriott email above, I love the card peeking out of the digital envelope. Customers might expect to receive a physical card in the mail, so this is a nice alternative since the email will arrive long before the card. The welcome email contains a clear CTA and does a nice job explaining how the customer’s account works, going through it step-by-step.

Why it’s really good

• Interesting layout with the envelope invitation
• Lists how the account works
• Clear CTA

13) Zumper

Bright, bubbly, clean, and simple, this email contains all the things that make a welcome email great. The CTAs are clear and there’s a good mix of photos throughout the email. Plus, Zumper makes it easy for the reader to search on mobile with links to download the app and search filter options.

Why it’s really good

• Clean layout
• Clear CTAs
• Clear photos
• On-brand

14) Famous Footwear

Famous Footwear welcomes subscribers with this bright email filled with confetti and copy that focuses on the customer (sprinkled the word "you" throughout the email). The design is clean, on-brand, and includes clear calls to action. The email also includes a welcome gift, giving the customer instant gratification and enticing the customer to make a purchase from the company immediately.

Why it’s really good

• Fun, welcoming hero image
• Welcome offer
• Personable copy
• Clear CTAs
• On-brand

15) Dims

Who wouldn’t want to walk in and sit right down by this little table? Dims introduces its product with a homey hero image and friendly greeting. This email does a good job of including a welcome offer and then encouraging the reader to continue the conversation on social media.

Why it’s really good

• Inviting text and hero image
• Clear CTA
• Sets the tone for the brand and content

16) Glossier

Glossier welcomes the reader, introduces who they are, and showcases inclusive photos of women and the company's products. They do a good job with a clear CTA button, product photos, info on how to try out their products, and who's behind the team. Glossier also includes user-generated content from their Instagram and website, sharing the spotlight by encouraging community.

Why it’s really good

• Visually-appealing
• Inclusive content
• Meet the team
• User-generated content
• GIF usage
• Gives subscribers a taste of what type of products and content the brand creates

17) Hawthorne

Similar to the hims welcome email, Hawthorne sets the tone with a clean, green email. There’s a good mix of product photography and illustrations, explaining the benefits of the product and what makes it unique. We love the testimonials and the clear CTA button at the bottom of the email.

Why it’s really good

• On-brand
• Welcoming
• Explanatory
• Includes testimonials
• Clear CTA

18) Filmsupply

The employee photo adds a nice, personal touch, and this is an email that the reader could bookmark to keep contact information handy. Communication is key, especially in customer service. Filmsupply's welcome email does a great job explaining how this customer is in good hands, including employee accolades and a solid testimonial.

Why it’s really good

• Introduces assigned account executive
• Brings a human element to the brand / email
• Simplistic
• Includes a testimonial
• Makes it easy for the reader to contact support

19) Brooklinen

Another welcome offer! The reader gets the satisfaction of instant gratification with a discount and a friendly welcome message, wave included. The fun hero image introduces the company, its products, and how the company makes its customers feel. Brooklinen also does a good job explaining its promises, setting the tone for what the customer can expect.

Why it’s really good

• Welcoming copy with waving emoji
• Fun hero image
• On-brand
• Clear CTA
• Welcome offer
• Lists company promises

20) A Kids Book About

This email welcomes the reader right at the top with language that suits the brand ("Welcome to the family!"). The A Kids Book About email goes on to include information about the company’s story, their mission statement, and even showcase photos of its team when they were kids, suiting the brand. We love the product photography sprinkled throughout this welcome email, highlighting the different books on interesting backgrounds.

Why it’s really good

• Includes company story and mission statement
• On-brand (with photos of the team as kids)
• Product photography
• Clear CTAs

21) Spotify

This welcome email clearly explains the benefits of its upgraded features in a clean layout with a clear call to action. Spotify does a nice job incorporating a subtle GIF with the glowing earbuds, a tool connecting members to the streaming provider.

Why it’s really good

• GIF usage
• On-brand
• Clean, simplistic layout
• Explains the benefits of the service
• Clear CTA

22) SignNow

SignNow sends this short and sweet welcome email filled with everything the reader needs to know: how to download the app, the benefits of using the software, and a GIF showing the reader how to use the software. Listing recent company awards at the bottom of the email also adds a nice touch to back up the company's credentials.

Why it’s really good

• GIF usage
• Explains product
• Clean, simplistic layout
• Emoji bullet points
• Lists company awards
• Clear CTA

Really Good Welcome Email Collections

Browse these welcome email collections and create your own.

Send a welcome email immediately and update it frequently

Welcome emails carry a sense of urgency, connecting your brand with your audience. Be sure to send the email ASAP. Update your welcome email often to stay consistent with your message and your connection with your audience.

Know of a great welcome email that didn’t make the list? Share your welcome email.