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45 Effective Welcome Email Examples Analyzed + Templates

Similarly to how movies attract viewers, if you fail to hook your email subscribers in the first 10 minutes of your email communication, you’re through.

The success of your email onboarding sequence largely depends on your first email — also known as the welcome email or welcome message.

What is a welcome email?

The welcome email or a welcome message is the first email you send to your new subscribers, trial users, or customers when they signup for your product, newsletter, download a lead magnet on your website, or make an order for the first time.

What is the goal of an effective welcome email?

The purpose of the welcome email is to set the right expectations and introduce people to your software, product, or service.

The main goal of a welcome will depend on the type of your business and the stage of the customer journey.

With a welcome email, you can:

  • Tell new users what to do next, so they can reach an Aha moment in your software faster.
  • Nudge people to complete the next action in your onboarding flow, in case they haven’t been active.
  • Get people to login into your app and service as a confirmation email.
  • Prompt people to finish sign-up. Especially in a 2-step signup process, the welcome email could be used as a follow-up.
  • Prompt people to download your eBook or another type of content if it’s the welcome email of a lead nurturing sequence.
  • Collect feedback from new email subscribers in order to personalize your emails.
  • Provide a video walkthrough of your product

Why you need to nail down your welcome email?

Welcome emails have excellent performance across the board:

  • The average open rate for welcome emails is 50% — MarketingSherpa.
  • Welcome emails see 3X the transactions and revenue per email over regular promotional mailings.— InboxArmy
  • Subscribers who receive a Welcome email show 33% more engagement with the brand — Invesp
  • 74% of people are expecting to receive a welcome email immediately after they subscribe to your list
  • Based on our experience, you could expect anywhere between a 40% and 60% open rate for your welcome email. Compare that with the minuscule average open rates of all emails across all niches, which hovers at around just 20%.


Only 57.7% of brands send Welcome emails to their newly subscribed users.

It just goes to show that you, as a company, have a smashing opportunity to increase engagement and convert your new users with the welcome email.

In this post, we’re going to dissect 45 welcome emails — some of them are excellent, but others are not so. In the first chapter, we’re going to review SaaS welcome emails, and in the next one eCommerce welcome emails.

With that out of the way, let’s jump in and check some email examples.

SaaS welcome emails

1. GatherContent

Subject line: Welcome to your GatherContent account

Welcome message screen from GatherContent
GatherContent welcome message

GatherContent is a content creation, workflow, and collaboration platform.

They’re taking a rather standard approach to their welcome email with a birds-eye view of the onboarding process.

Apart from giving the 4 onboarding steps, they supplement each step with helpful materials.

While this approach is excellent as far as providing a top-level overview and setting the expectations for what comes next in the onboarding flow, it’s a bit overwhelming.

The main goal of the welcome email is to remind people of your product’s value and nudge them to take the next step. One could argue that providing so many links could distract users from taking the next step or even put them in paralysis by analysis.


So how do you welcome someone in an email?

In your welcome message, consider if you want to familiarize users with your onboarding process from start to end OR give them a single call to action that nudges them to take the next most relevant action

2. Squarespace

Subject line: Welcome to Squarespace

Welcome email screen
Squarespace welcome message

Squarespace, the popular website builder platform, takes a pragmatic approach with their welcome message.

Squarespace has some excellent emails in their onboarding sequence, but this is not among the best ones.

A day later, they’re sending a second take on their welcome message that contains much more helpful information:

Welcome email screen

Saving your website’s URL is important, but they’ve lost a significant opportunity by occupying precious estate with a pre-mature CTA — the upgrade now button. Asking someone to upgrade their account in the welcome email is like asking someone to marry you on the first date. Even if they say yes, they’re probably not going to be a great fit for you.

I would send the checklist email immediately after signup and slow down with the aggressive asks.


Do not sacrifice value giving for pragmatism in your welcome message. In the case of Squarespace, no user will save their website URL anyway if they don’t find the website valuable in the first place.

3. Jira

Subject line: Get started on something amazing

Welcome email screen
Atlassian welcome message

Jira, a project management tool for software development, are relying on the ubiquitous “back to app” button to, well, get users back to the tool.

While there’s nothing inherently wrong with the back-to-app button, Jira have been a bit lazy with their welcome message.

As email marketing expert Val Geisler says:

“The important thing to remember is that your new customer is not yet quite convinced that they truly need your product. Continuing to convince them of that is an ongoing process.”

Considering the simplicity of this email, it’s clear it was made to do one thing — get me back to Jira. By making the email so minimalistic, they’ve missed educating me on the problem or the solution.

The hyper utilitarian approach with this email doesn’t take into consideration the user/product fit

Driving action is just one of the key techniques that it brings to bear. The others are showcasing the product and, most importantly, educating users on the problem.

A stellar user onboarding flow recognizes that some users are fully aware of the problem they want your product to solve, and some users aren’t. And it balances education, showcasing, and action differently to suit each need.

— Yohann Kunders

The lack of any other onboarding emails apart from an aggressive trial expiration email towards the end of my trial doesn’t alleviate the confusion.

If there’s one smart thing that this “transactional” email does is to reduce the support overhead by including a forgotten password link. I guess the Jira team has been forced to do so after getting a ton of password requests to their welcome message.


Do not be cynical with your welcome email expecting people to know what your product does and what problems it solves. A user is not won until they extract value from your product.

4. TunnelBear

Subject line: TunnelBear – email confirmation

Welcome email screen
FunnelBear welcome message

TunnelBear, a VPN proxy tool, doesn’t really have a welcome message. Instead, they’re asking you to verify your email to start using their software.

Email verification as part of the onboarding flow is often seen in SaaS companies, so I had to address it in this post.

I’m not a big fan of the email verification onboarding process. It leads to a drastic drop-off of users at a very fragile stage of your sales funnel — before people have tried your tool.

We must note the brilliant illustrations TunnelBear uses in their emails and everywhere else, which makes for a memorable brand identity.


If you absolutely need to verify people’s emails as a part of your onboarding flow, you can hold off on that step until people have logged into your app. For example, you can ask people to verify their emails before they activate the service, connect an integration, invite a team member, etc.

5. Figma

Subject line: Welcome to Figma!

Welcome email screen
Figma welcome message

Figma, a collaborative interface design tool, relies on the user to get familiar with the plethora of resources they list in their welcome email.

To make things even harder for Figma users, the next action in the onboarding is not clear at all.

Besides, I’m not sure about the purpose of the purple masthead image — it feels like a lot of important estate is lost, especially on mobile phones.

At least they have a back-to-app button that stands out pretty clearly in the email design.


The resource type of emails has a place in your onboarding sequence, but the welcome message needs to have a clear next step.

6. Calendly

Subject line: Welcome to Calendly!

Welcome email screen
Calendly welcome message

This is my favorite welcome email from the list we have thus-far!

Calendly, the popular online meeting scheduling app, have done a great job with their welcome message, so let’s dive in and see what they did.

Calendly leaves the user with no room for interpretation as far as what the tool does and what are the benefits of using it. The email starts with a solid result-oriented introduction:

What does the tool do?

“…puts an end to the scheduling back-and-forth…”

What are the results?

“…save 4 hours a week, or more than 45 minutes a day…”

Then, they ask the user, “you’re ready to start saving that type of time yourself?”

This question is very effective when your prospect has a desire or goal, and you naming it easily incites the awareness of it.

Continuing down the email, Calendly gives us a low-friction call to action to use any of their pre-made, ready-to-use scheduling links. No list of steps or resources here, just a super simple way to get up and running with their pre-populated meeting events.

The welcome email ends with two helpful links in case you have any questions or you’re not ready to start scheduling meetings.


Do not assume that users know the benefits of your product just because they’ve signed up for it. Use the welcome message as an opportunity to remind trials of the results they can get with your SaaS.

7. Deputy

Subject line: Congratulations, your Deputy account is now active!

Welcome email screen
Deputy welcome message

Deputy is a tool that helps you schedule staff and simplifies timesheets.

They send you a welcome email once you activate your account.

They make great use of the top section of the email by highlighting the benefit – no more paper schedules and timesheets, while also using phone mockups to indicate that their software works on mobile.

Using their logo twice is a bit redundant, and surely that space could’ve been used wiser to make the headline or screens even more prominent (for example).

The CTA in that email is the app store links at the end. It would’ve been more effective if Deputy segments their audience and personalizes the email based on what phone they use instead of linking to both the Apple AppStore and Google Play.

They provide a link to a “helpful article,” but if you look closely, this link has no distinctive styling, which makes it almost invisible.


Make sure your links are correctly formatted and are distinguishable in your email copy.

8. Notion

Subject line: Tips from Notion

Welcome email screen
Notion welcome message

Notion, the all-in-one workspace tool, takes an unconventional approach to their welcome email with a walk-through of unusual features.

They have decided to focus on features. This email with a minimalistic design almost works as an in-app onboarding tour.

I like that they ask users to log in back into the app in each feature section.

I wouldn’t root for a welcome email that boasts features instead of benefits or use cases, but I think it works pretty well with Notion considering their unique product and flexible set of features.


Subject line: Hey Sarah — build your first board, and get your team started!

Welcome email screen welcome message

The project management tool is the first product in that post that actually uses personalization in the subject line.

It’s also the first one that relies on video to onboard users. Monday has a high-level production video channel and their intro video has accumulated almost 100k views so far. This is no surprise — the video does a great job of showing different use cases for the product as well as real product demonstrations.

It’s really clever how they’ve used video shortcuts to highlight features:


Use video to onboard your customers.

When you paste a video link in the Encharge email editor, Enchage will automatically turn it into a placeholder image that looks the same as the one in the welcome email — with the handy-dandy YouTube play button that entices people to click on it.

10. Podia

Subject line: Welcome to Podia! 👋

Welcome email screen
Podia welcome message

Emojis, GIFs, social proof, onboarding guide, personal demo — the welcome email by the online course platform Podia has it all.

The email starts with a low-key social-proof trigger:

“If you’re anything like the other 14,000+ Podia customers, you’re a busy creator..”

…while naming their target market at the same time.

It goes on to set the right expectations:

“Since your trial with us is completely free until Jul 11, 2019, now’s the time to get our product setup…”

“For the next few days, my team and I will be walking you through how you can make the most of your Podia account…”

Then, it provides a link to a helpful getting-started guide and the option to book a demo call.

And all this is sent from Spencer, which is a great little touch to make us feel like we’re talking to a real person and not a software robot.

All in all, Podia has an excellent welcome email.

11. FullStory

Welcome email screen
FullStory personal welcome message

FullStory, a live session recording tool, takes a more intimate approach with their “sales-touch” welcome email.

Sales-touch emails are personal emails that you send to your trial users in order to engage them in a conversation with you. And this is exactly what FullStory does with their plain text welcome email sent by Luis, a key accounts team member at FullStory.

I would make a few tweaks to Louis’ email:

  1. It’s great that he lists some of the powerful features of FullStory, but I’ll also make sure to mention some of the use cases or maybe share a customer success story in that email.
  2. “Do you have a moment to chat on Wednesday or Thursday in the afternoon?” Uhh… you mean your afternoon or mine afternoon? I’m a little bit surprised Luis is able to schedule any calls with that call to action. I bet it takes him a lot of back and forth to nail down a meeting. Save yourself from that pain and use Calendly or another scheduling app instead.

12. Trello

Subject line: Welcome to Trello!

Welcome email screen
Trello welcome message

Nothing super fancy in the welcome email of the popular Kanban tool Trello. (By the way, do you notice the repeating pattern of the “Welcome to [Product]” subject line?)

They’re using a super prominent back-to-app button combined with a list of helpful resources.

Towards the end of the welcome email, they’re also preparing us for their future emails.

13. Universe

Subject line: Welcome to Universe

Universe welcome message

Universe, the simple website builder, sends a personal welcome email from Joseph Cohen, the founder.

Joseph talks about kaizen (?) and also prompts users to check their subreddit community. Then, he goes on to blab a bit about their goal to “build the web”. And finishes by asking users to leave a review of the tool (in the welcome email, really?)

The personal approach is great, but this welcome email fails pretty much everywhere else:

  1. It distracts me from the tool by talking about a “Japanese term for continuous improvement”.
  2. It asks me to join a Reddit community, assuming that I’m a Reddit user and I would care about becoming a part of a community of a tool that I just signed up for.
  3. It talks about their goals, but not my goals. And what is “building the web”?
  4. It asks me to leave a review. In the very first email.
  5. It doesn’t provide any educational information.
  6. It doesn’t indicate what’s the next necessary action I need to take to get value from Universe.

14. Litmus

Subject line: Welcome to Litmus! Here’s how to get started

Welcome email screen
Litmus welcome message

Litmus, the popular email testing tool, sends a neat welcome email with a clear call to action.

I appreciate how they allude to the “costly mistakes” one could end up making if they’re not using Litmus:

Litmus is the easiest way to build and test email so that you can be confident it’s free of costly errors and ready to send to your subscribers.

I also like their CTA to “Explore” the tool, which is a fresh take on the “Get started”/“Go to product” button.

15. BrowserStack

Subject line: Welcome to BrowserStack

Welcome email screen
BrowserStack welcome message

BrowserStack is a development testing platform that allows users to test websites on different operating systems without actually installing any of them.

In their welcome email, they’re guiding the user through the basic features of the software.

This email is on the text-heavy side and also lacks a clear CTA. “Start testing now” links are invisible, and the line height of the text is just too small.

This is supposed to look like a plain-text personal email but is actually sent from the “BrowserStack Team” which is disappointing.


Email is not the most design-friendly medium out there, but make sure to follow the basic rules of legible typography:

For legible body text that’s comfortable to read, a general rule is that your leading value (author note: the vertical space between lines) should be anything between 1.25 and 1.5 times greater than the font size.

Keep your lines short, with generous vertical spacing.

16. Asana

Subject line: Get started with your Asana Premium trial

Welcome email screen
Asana welcome messages

Asana, the project management platform, has 2 different welcome emails:

  • For trial users (screenshot above)
  • And for invited users (screenshot below)
Welcome email screen

The welcome email for trial users doesn’t assume you know what’s the next step. Instead, it helps you build momentum with a frictionless CTA to “Use a Template” — the next most crucial action in the value chain of Asana.

Beautiful illustrations of the app bring more context to the features: Company Goals, Event Planning, Product Launch templates. Compare them to the meaningless illustration in the Figma welcome email, and you’ll know why they work.


Use illustrations in your email only when they provide contextual value.

17. Dropbox Business

Subject line: Welcome, Sarah!

Welcome email screen
Dropbox welcome message

Dropbox Business uses the rule of three to guide users to start with their product.

“If you want something stuck in someone’s head, put it in a sequence of three.”

— Brian Clark, Copyblogger

That’s what Dropbox does with their steps — get the ball rolling with three easy steps: download the app, set up folders, and invite the team.

Moreover, the vibrant CTA makes it clear what is expected of the user to do next.

18. ActiveCampaign

Subject line: Your ActiveCampaign Account – Thanks!

Welcome email screen
ActiveCampaign welcome message

The marketing automation tool ActiveCampaign gives users a quick-start guide on setting up their account.

With a prominent button color and a clear focus on their email-sending features, ActiveCampaign does a great job in nudging people to start sending emails with their platform.

I would play around with the layout of this email, and separate the steps into four rows to make the visual flow more manageable for the eye.

They also prompt trialing users to download their Getting Started Checklist, an unconventional way to help people on board, but I like it.

19. Grammarly

Subject line: You + Grammarly = Ready for Action

Welcome email screen
Grammarly welcome message

It’s no surprise the Grammarly team has a way with words — “millions of users rely on Grammarly every day to make their messages, documents, and social media posts clear, mistake-free, and impactful.”

Both funny and personal, the subject line of the Grammarly welcome message stands out from the crowd.

The email is quite lengthy, but it works well for Grammarly, as they’ve separated the email body into multiple sections using visual clues and headlines.

If we have to pick up on them, the primary call to action “Visit the all-new Grammarly editor” is quite pale and could benefit from a change in the visual treatment.

Also, I could argue that the welcome message is not the best place to talk about “Email Preference Settings”.

At the end of the email, you’re going to notice the Grammarly Premium section. In this post, I’ve argued that the welcome email is a terrible place and time to prompt users to upgrade, but that’s not the case with Grammarly’s welcome email. Since Grammarly is a Freemium tool (they have a generous free version), it’s fine to educate freemium users about premium features from the get-go. Studies show that freemium users usually upgrade faster than free Trial users.


If you have a SaaS with a freemium model, do not hesitate to ask users to upgrade in your welcome email.

20. Wix

Subject line: Welcome to Wix

Welcome email screen
Wix welcome message

Wix, the popular website builder, has a welcome email that aligns well with their vibrant, visual brand.

The primary CTA which prompts users to “Start Creating” their website is focused and contrasts the overall email design as it

At the end of the email, Wix encourages users to explore example websites, helping them visualize success with the tool.

21. Typeform

Subject line: Pick your path

Welcome email screen
Typeform welcome message

With a catchy subject line, the Typeform welcome message definitely stands out from the rest.

I love the way Typeform takes into consideration the buyer’s journey, and segments users based on their choice:

  • I’ve got this — for users that are happy to explore Typeform without help.
  • I seek guidance — sends users down a quick-start email sequence.

When you combine the smart segmentation with their witty copy “Your personality. Our interface” and beautiful visuals that help their brand recognition, this welcome is a spot on.


Increase your email engagement by using segmentation in your welcome email to send users on a personalized onboarding path. With Encharge, you can create personalized email sequences based on what links people have clicked.

Increase the engagement of your welcome messages with Encharge

22. ClickUp

Subject line: Warm chocolate ClickUp cookies

Welcome email screen
ClickUp welcome message

The project management platform ClickUp has a welcome email with a bold and clever subject line, but that’s not the only special thing about this email.

There are tons of project management tools out there, and ClickUp has definitely done a good job of addressing that objection in their onboarding email:

  • “ClickUp is the fastest growing project management platform…”
  • “Our core focus is releasing improvements every week…”
  • “We’re so different.” — then they go on to highlight some of their unique features and prompt users to click to “see what makes ClickUp unique”

The email ends with a funky little blurb that says: “Feeling hungry? Click here for the best chocolate chip cookies” and links to a recipe for a chocolate chip cookies 🙂 The little things make all the difference.


How do you welcome your customers?

People trialing your product are in the evaluation phase of the customer journey. At this stage, it’s your job to render any objections neutral and harmless. The welcome message is a good opportunity to address and answer any common prospects’ objections.

23. Intercom

Subject line: Welcome to Intercom

Welcome email screen
Intercom welcome message

Intercom is relying on a super simple, plain-text welcome email to nudge people to do a couple of things:

  • Set up their team. They’re literary using “here’s your next step” CTA.
  • Watch their product tour videos — in case you want to learn more about Intercom.

At the end of the email, there’s, also, a little “Log in to Intercom” button.

Nothing super fancy in this welcome message, but it does the job.

24. Airtable

Subject line: Welcome to Airtable!

Welcome email screen
Airtable welcome message

Airtable, the database platform that has been ramping up growth in the last couple of years, uses a video to welcome their users.

I like that they’re offering a dive-deep video and a quick 2-minute video for busy people — talk about being considerate of your users’ time!

This email could benefit from a little pinch of personalization. I mean, guys, you already know my name, put those liquid tags to good use!

Encharge supports liquid tags that you can use to personalize your emails.

For example:

Hey {{person.firstName | default:"there"}} will use the person’s first name or substitute it with “there” if it’s not available.

25. Buffer

Subject line: Verify your Buffer email address 🙂

Buffer welcome message screenshot
Buffer welcome message

This is another email verification email, but there’s a little bit more to it.

First, the email is sent from Joel, one of the co-founders of Buffer, which automatically turns an annoying transactional email into a more personal one.

Second, there’s a brief P.s. that alerts users about future communication and provides a handy FAQ link.

Pro tip: People tend to read P.s’s more than they do the body copy of an email. Including relevant information and next steps in the P.s. is a sneaky way to get people to read it.

26. InVision

Subject line: Welcome to InVision

Invision Welcome message
InVision welcome message

The design collaboration tool InVision welcomes us with a beautifully illustrated email that feels like an extension of their product.

The masthead of the email uses personalization and social proof (“a design community 5 million strong”) to makes you feel at home.

The email goes on to introduce users with their products:

  • InVision Studio
  • InVision Cloud
  • InVision DSM

Each product is accompanied by a prominent CTA and a quick-tour video that helps you get familiar with the software.

27. Wistia

Subject line: Hey there. Welcome to Wistia!

Welcome email screen
Wistia welcome message

The voice of Wistia’s welcome email radiates their entertaining and colorful brand.

Wistia uses a poem-like message to introduce us to their side product Soapbox and their library of resources for the ones that are curious to learn more.

My only pet peeve with this email is the bland “Learn more” CTA that doesn’t resonate with the funny brand or imply any added benefit.

28. YNAB

Subject line: Are you making this big budgeting mistake?

Welcome email screen
YNAB welcome message

YNAB, the personal budgeting software for Windows and Mac, takes an entirely different approach with their long-form welcome message.

The email almost works as an article.

What I like about this email is that instead of screaming, “try this feature, try this feature!” YNAB educates its users. And the copy is quite bright — they employ a story to illustrate the use case of their budget adjusting feature.

What I dislike is that the email is a bit hard to read. Breaking down those lengthy paragraphs into smaller chunks, and using larger font size and line-height could go a long way in making the email less scary to read.


The best welcome message balances education, showcasing, and action differently to suit the customer’s needs. Do not be afraid to use a longer copy in your email copy to share a story and teach your users how to approach the problem that your product solves.

29. Drip

Subject line: Welcome to Drip! 👋

Drip welcome message
Drip welcome message

Drip is another company that uses the rule of three to help users starting with their product:

  1. Install Javascript snippet.
  2. Join an upcoming webinar.
  3. Invite your team.

The email ends by setting the expectation on what to expect from the Drip team in the next few days:

“This is the first of 6 Drip welcome emails. In the next installment, we will install a workflow into your account.”

30. Basecamp

Subject line: Welcome to Basecamp 3!

Welcome email screen
Basecamp welcome message

Basecamp, the mainstream project management tool, is taking a similar safe approach for their welcome email.

They provide the user’s login link for quick reference, links to download mobile apps, and a link to the support docs. Nothing fancy, but not bad for a welcome email.

eCommerce Welcome Messages

31. AVI-8

Subject line: Welcome to AVI-8! Your 15% OFF code is inside

Welcome email screen
AVI-8 welcome message

It’s common for eCommerce brands to bribe prospects for their email by offering a discount code. When you leave your email, watch brand AVI-8 greets us with striking product photography and a 15% off discount code — what do you want more?

At the bottom of the email, we can see a list of objections-handling triggers:

  • Free worldwide shipping
  • Hassle-free returns
  • Two-year warranty


Use discounts to bribe website visitors into leaving their email.


Subject line: Your inbox just got better! Enjoy 10% off your first order

Welcome email screen
Topshop welcome message

Another store that relies on discount codes to grow their email list is the famous clothing brand Topshop.

In their welcome email, we can also notice the bottom navigation, which helps us explore their most popular product categories: New in, Shoes, Clothing, etc.


Use your welcome email to provide customers with an easy way to explore your store products.

33. H.Samuel

Subject line: 🙋 Welcome to H.Samuel!

Welcome email screen
H.Samuel welcome message

One more online store that offers a discount code when you sign up for their newsletter.

However, the H.Samuel welcome email doesn’t end up there. If you scroll down in your email client, you can see they give us:

  • Reasons to buy from them.
  • A list of their top brands.
  • A memo to whitelist their email address to make sure we don’t miss any news (I don’t know if people are that tempted about news, but they sure don’t want to miss discounts!)
  • A big-ass footer with navigational links that lead to product categories, help, and other information.


Your welcome email is a great place to train people to open your emails. For starters, an effective way to do is to ask people to whitelist your email address by adding it to their address book. That way, your emails will not end up in their junk folder.

34. MOO

Subject line: Fantastic. You’re in!

Welcome email screen
MOO welcome message

Custom printing shop MOO welcomes us with a gorgeous photo that has a balloon, bread, slippers and a cock in it! Well, I can only guess what the photographer was thinking when taking this photo, but it definitely invokes “Whaat?”

The rest of the email is pretty standard: a little bit about their product quality, CTA to shop now, a blurb about their support, and last but not least the MOO promise.


Don’t be shy to go overboard with your welcome email. Try to invoke emotion in your customers by using a crazy picture or words; see how they react.

35. Barnes & Noble

Subject line: Welcome to B&N – Discover What’s In Store (and Online) for You

Welcome message screenshot from Barnes & Noble
B&N welcome message

Barnes & Noble are trying to achieve a lot of things with their welcome email:

  • Get you to visit a store or buy online.
  • Get you to download their bookstore app
  • Or join the B&N Membership
  • Or maybe buy their eReader Nook?

Considering the broad audience of B&N, I don’t blame them, but if you’re a smaller player, you might want to keep things a bit more focused in your welcome email.

36. Ghost Bed

Subject line: GhostBed Luxury Sheet Sets Now Available! Complete your sleep set

Welcome email screen
GhostBed welcome message

Mattress brand Ghost Bed are going hard with their welcome email! There are no pleasant words or discounts here — just a straight-up sales email that pushes you to buy their luxury bed set.

37. eBay

Subject line: Kalo, thank you for joining eBay!

Welcome email screen
eBay welcome message

A big company with a big welcome email, eBay is doing a lot in their welcome email.

Once they prompt you to change your username (apparently a big step in the onboarding process for eBay), they seem to handle a few objections and myths related to eBay.

Did you know that 80% of the items listed on eBay are new? Neither did I.

The rest of the emails caters to both shoppers and sellers. As a two-sided marketplace, I’m a bit surprised eBay doesn’t have separate welcome emails for buyers and sellers, as segmentation should help in this case.


The welcome email is a great place to destroy myths and prejudice about your product or service.

38. Fancy

Subject line: Welcome to Fancy! Please confirm your account

Welcome email screen
Fancy welcome message

In their verification email, global product curation community Fancy does what they do best — help you explore great products.

Instead of keeping their verification email all transactional and boring, Fancy relies on beautiful product photography to entice you to verify your email and dive into the world of quirky products.

39. Teepublic

Subject line: It’s Time: The Sale is On

Welcome email screen
Teepublic welcome message

This email is probably the longest welcome email on our list! Teepublic’s welcome email is a vibrant, colorful mishmash of funky t-shirts and cups. Beautiful illustrations and low prices entice you to visit the Teepublic website. I bet this email gets a good click-through rate!

40. Soylent

Subject line: ⚡TODAY ONLY: 25% off a new Soylent subscription.

Welcome email screen
Soylent welcome message

Supplement nutrition brand Soylent pushes the envelope a bit further with their discount code for new customers by using urgency in their welcome email.

With the help of dynamic merge tags, they’re indicating the expiration date of your discount code:

“Offer expires 11:59 PM PT on 4/12/18”

Pretty clever!

Bonus: Other Welcome Messages

41. Udacity

Subject line: Welcome to Udacity, User! Let’s discover what your future holds

Welcome email screen
Udacity welcome message

For-profit education marketplace Udacity, uses a welcome email to walk new users through the success journey:

  1. Your journey begins!
  2. Enjoy the Udacity advantage.
  3. Earn your credentials and land interviews with our hiring partners.
  4. Achieve your career dreams!

Udacity is literary illustrating how success looks with their platform.

And to push you over the edge, if you still have any doubts, they’re giving you 10% off of your first program AND a testimonial from a happy student hired at Google. Well, if that doesn’t convert you, I don’t know what could…

42. Blinkist

Subject line: Hooray! Your personal reading assistant awaits

Welcome email screen
Blinkist welcome message

Book summary website Blinkist takes an unconventional approach with their welcome email. Rather than pushing you to try a book summary, they ask you to join their Facebook group.


If community is a big part of your brand, why not invite people to join your Facebook group or Slack channel in your welcome email?


Subject line: Your next trip just got cheaper!

Welcome email screen welcome message

Popular booking site goes straight to the point with a subject line that emphasizes discounts and offers.

In the masthead, users are enticed to “Reveal deals!” as boasts thousands of discounted properties.

Scrolling down, Booking reveals a bullet-point list of reasons to use them, as well as a gallery of places to check and a starting price for each location.

44. Instacart

Subject line: Kalo, prepare to be amazed + free delivery!

Welcome message screenshot from Instacart
Instacart welcome message

Grocery delivery platform Instacart keeps things simple. It starts with a brief description of their service — they don’t assume people know how Instacart works just because they left their email.

Then, they go on to offer free delivery if you order in the next seven days (urgency).

In the second section of the email, they provide three reasons (the rule of three) to entice you to use Instacart.

A benefit trigger — Save time (and money) by shopping on Instacart — and a contrasting CTA to use your free delivery.

All in all, a well-rounded welcome email!

45. Uber

Subject line: Welcome to Uber, Kalo!

Welcome message screen from Uber
Uber welcome message

Witty copy (“You’re going places. We’ll get you there.”), beautiful app screens and a prominent call to action — “Take a ride” — logistic giant Uber has it all in their welcome email.

Uber uses their welcome email to explain how their app works with simple app illustrations and concise, focused copy:

  1. Set your destination
  2. Hop in
  3. Roll out

As simple as that, you can go places in just seconds!

10 Welcome email templates

To step it even further we created 10 fill-in-the-blanks welcome email templates that you can borrow for your product to engage and excite new users. Same way as the top SaaS companies do.

1. The 3 steps to successful onboarding — welcome template

Inspired by GatherContent

The purpose of this welcome email template is to provide your trial or freemium users with the top 3-5 steps they need to complete in order to get value from the product and reach an Aha moment. Do not encourage irrelevant activities, as this can dampen your onboarding experience.

2. The checklist — welcome email template

Inspired by Squarespace

This template is similar to the previous one, but here we frame the steps as to-do items. People love to complete tasks. A little dopamine spike is created every time we check an item on our to-do list. You can even use visual clues, such as checkboxes and checkmarks, to emphasize this feeling.

3. The core value — welcome template

Inspired by Calendly

This template will help you explain the core value of your product clearly and concisely. It’s easy to write and execute and is generally a great choice if you’re wondering how to structure your welcome email.

4. Unconventional features — welcome email template

Inspired by Notion

This template works best if you have a product with a highly unique and innovative set of features. Rather than listing every single feature, this template focuses on what makes you different. This approach is especially useful if you compete in a saturated software market.

5. The standout welcome email

Inspired by ClickUp

Every product sends a welcome email, and they all pretty much have the same subject line. Imagine a prospect that is currently evaluating five different project management systems. The prospect will get the same boring “welcome to Yet Another PM system” email five times.

This email template relies on a quirky and funny copy to stand out in the crowd of welcome emails. Do not steal it word for word, or you’ll fall in the same trap. Instead, play around with your imagination and come up with something outrageous and different.

6. The video welcome email

Inspired by Airtable

Already have a well-executed video walkthrough of your product? Brilliant, Don’t be shy. Show it in your welcome email.

You want to include two videos. A quick product overview for people that are just getting their feet wet with your software and a longer deep-dive video for the users that are ready to evaluate your product thoroughly and want to learn the nuts and bolts of the tool.

7. Setting the expectations welcome email

Inspired by Podia

Apart from getting people to take action, the welcome email has the important task of setting the right expectations for your future email communication. Are you going to send any more emails, how often, what are they going to be about? Setting the expectations up front will avoid any unpleasant surprises and train your trial users to engage with your emails more regularly.

8. The personal tour welcome email template

Inspired by Fullstory

This welcome template takes a more intimate approach with a sales-touch. The goal is to initiate a conversation with your trial users. This works exceptionally well if you have a complex high-touch onboarding process.

9. The path choice welcome email

Inspired by Typeform

As SaaS marketing expert Kate Harvey says:

“Gone are the days of sending emails based solely on the number of days they’ve been trial users. Heavily engaged users may be up and running within a few days, while other users may not have logged in since signup. Sending all users the same email at the 3-day mark will alienate users because it is obvious you aren’t in touch with their needs and use of the product.”

This welcome email template gives control back to your trial users and allows them to choose an onboarding path that works best with their customer pace and product knowledge. It asks users to select the path that best describes their experience with the product. Once their preferred path is selected, your marketing automation tool will put them in the right email flow.

10. The segmentation welcome email template

Inspired by Sleeknote

Depending on how broad are the use cases for your product, you might want to create a different email onboarding experience for the different types of users you get. The welcome email is an excellent opportunity to segment your trial audience into different buckets based on their biggest challenge or demographic attributes like industry and job position.

Read next: Learn how to set up a welcome email for your trial users.

Creating an Excellent Welcome Email — Cheatsheet

Here’s a cheat sheet that will help you craft a welcome email that converts subscribers into customers:

Here’s a cheat sheet that will help you craft a welcome email that converts subscribers into customers:

  1. Illustrate the success journey with your product.
  2. Do not expect people to know what your product does and what problems it solves — explain it in your welcome email.
  3. Remind people of the benefits of your product.
  4. Handle any common objections.
  5. Use segmentation in your welcome email to send users on a personalized onboarding sequence. With Encharge you can create personalized email sequences based on what links people have clicked.
  6. If you absolutely need to verify people’s emails as a part of your onboarding flow, you can hold off on that step until people have logged into your app at least once.
  7. Use merge tags to personalize your emails. Encharge supports liquid merge tags that you can use to create powerful dynamic tags.
  8. Use illustrations in your email only when they provide contextual value. (See Asana and Uber above.)
  9. Follow the basic rules of legible typography: big font, short sentences, small paragraphs, big vertical space between lines.
  10. Make sure your links are correctly formatted and are distinguishable in your email copy.
  11. Use a video to onboard your customers. If you have a complex product — provide a product dive-deep video (15-60 min) and a quick-tour video (2-minute). When you paste a video link in the Encharge email editor, Enchage will automatically turn it into a placeholder image.

That’s all, folks!

I hope this post gave you enough inspiration to create the perfect welcome email and improve communication with your customers!

Let me know what your favorite welcome messages are in the Disqus comments below?

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Use Cases
Marketing automation
Create user journeys that convert, onboard, and retain customers.
Lead nurturing
Nurture email leads into trial users and customers.
User onboarding
Boost product activation and guide your users to value faster
Trial conversion
Smart marketing automation and behavior-based emails to double your trial conversion.
Success Stories
Landbot automates the onboarding for 80,000+ users while saving 320 hours/month
Confect transitioned to Product-Led Growth and increased user engagement by 28%
Samdock reduced the cost and time spent on acquiring a new customer by 77% with Encharge
Flow builder
Create remarkable user journeys with a robust and easy to use visual flow builder.
Send targeted one-off newsletters to your audience or a segment of people.
Behavior emails
Send targeted emails when people do or don’t do something in your app.
Event management
Track, create, and edit the actions that happen in your product
User segments
Create user segments with the market’s leading segmentation for SaaS.
User profiles
See the people behind the actions and access the full view of your customer data.
Email personalization
Get your users to act with highly-personalized emails.
Email editor
Design beautiful mobile-ready emails without any HTML skills.
A/B tests
Drive email engagement with A/B tests for your Broadcasts and your Flows.
Lead scoring
Identify interested users and best-fit customers and proactively reach out to them.
Website tracking
Track page visits and form submissions on your website in real-time.
Build and implement native forms on your website with just a few clicks.
Free email verification
Free email verification for all your contacts in Encharge, on all plans.
Transactional emails
Send emails like password reset, payment receipt, single sign-on link from your app.
Company profiles
Nurture, onboard, and convert whole teams with account-based marketing
Custom objects
Store and customize all your data the way you use it right inside of Encharge
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