Once people start joining your email list, it’s time to send some eye-catching welcome emails to get things off on the right foot and engage your new subscribers. In this article, we’ll share different email templates to choose from, along with some of the best welcome email examples we’ve seen. 

Why are welcome emails important?

Before we get into the templates, let’s take a minute to go over why welcome emails are so important. For starters, the engagement metrics are just staggering. According to Invespcro, welcome emails have 4x the open rate and 5x the click-through rate compared to standard marketing emails. Plus, they generate up to 320% more revenue than other promotional emails.

And why are they so successful? Because they’re being sent to warm leads—hot leads even. Subscribers have visited your site and given you their private information, so they’re more likely to engage. This brings us to the second reason they’re important—people expect them. In fact, 74% of people expect to receive a confirmation email shortly after subscribing to your list, and they’ll visit their inbox just to find it.

So to wow your subscribers when they open your first email, here are 11 types of welcome emails along with templates and real-life examples.

11 types of welcome emails with templates and examples 

Consider your type of business and the goal of your emails as you look through these welcome email examples and templates. This will help you narrow down the choices to find the welcome message that best suits your needs. 

1. The “personal thank you” welcome email

With this type of welcome email, you’re just sending a quick, personalized note to say thank you for subscribing. And while it might seem simple or unnecessary, the fact is people like getting thank you notes, especially personal ones. Plus, because you’re not asking them to do anything at the end of the email, subscribers won’t feel sold to, helping you establish trust right off the bat. (To learn more about designing an email sequence that doesn’t feel sleazy, check out How to Write a Workflow Email Funnel at Flodesk University.)

An especially nice touch, as you can see in Gabby’s warm welcome email below for her shop Roots, is to use a font that looks like handwriting, making it feel extra personal. You can find these specialty fonts within Flodesk’s email builder to easily add some pop to your messages—or even sign off with a script signature.

Welcome email template

Hey [name]! 

I’m so glad you’re here! 

Thanks so much for your support—it means the world to [me/us/this small business owner]! 

[Personalized closing like Take care, Xoxo, All the best, Talk soon, etc.]

[Your name]

2. The “what to expect” welcome email 

This type of welcome email lets new users know what they can expect from subscribing to your list. For example, you might let them know that they’re going to receive X number of emails from you. Or that they’ll get monthly newsletters or weekly round-ups. 

You can even let them know to look out for the next email titled “Your next subject line here.” Or that you’ll be sending a discount or offer soon for new items or services. Both will make them ready to open the following email because they already know it’s on the way. 

It’s also a good idea to let new email subscribers know exactly how your future emails will help them. Will you be sending coupons? Helpful tips? Insider access? Industry information? That way, when they see the next email, they’ll already know it’s beneficial to open. 

You can see in the example below how Jessica from Indigo Day does this. She lets subscribers know right away what to expect by telling them she’ll be delivering exclusive content, missed posts and practical tips—straight to their inbox.

At the end of the day, what to expect emails are effective because people like structure. They like to know what you’re doing and what’s coming next. People feel safe in that kind of space. 

Welcome email template

Hi [name]!

I’m thrilled you’re here! 

Now that you’re an official subscriber, you’ll get [list your specific benefits here like exclusive content, early access to deals, priority registration, sneak peeks at new arrivals, helpful tips, inside information, etc.] 

I’ll be sending [insert the frequency of emails to expect, like a weekly round-up of things you may have missed on the blog, a monthly newsletter, daily tips for the next few weeks, etc.] 

Feel free to drop me a line if you have any questions! 

[Personal closing]

[Your name]

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3. The “discount code” welcome email 

This type of welcome message is simply one that includes a discount code or coupon for a product or service (somewhat like a thank you gift for subscribing). If you have an online store or offer any type of paid service, this type of welcome email is a good choice. After all, welcome emails that include an offer can boost revenue by 30% compared to those without one. 

Of course, sometimes the offer is the reason new subscribers joined in the first place. You may have a CTA on your website that asks people to subscribe to get 10% off, for example. In that case, users are expecting the offer and waiting to receive the email. However, if users are just subscribing out of interest, they will be pleasantly surprised by such an offer. And it can be just the right nudge to turn them from subscribers into new customers. Unexpected offers can also generate loyalty, a good first step in building customer relationships. 

It’s a good idea to include a quality image of your product in this type of welcome email. You can see in the example below from Go To Bed that they selected an image of their product that just exudes coziness, making the offer for 10% off your first purchase especially tempting.

Welcome email template

Hi [name]! 

Thanks so much for signing up for the [company name] newsletter!

As a token of our appreciation, use the code [WELCOME] to get 15% off your first purchase. 

[Personal closing],

[Your name]

4. The “free download” welcome email 

This type of welcome email is similar to the discount code above in the sense that it gives the user a tangible reward for signing up. But in this case, the user can immediately download the freebie, providing instant gratification. 

This creates an immediate sense of value and shows the reader that it’s worth opening your emails, especially if they weren’t expecting the freebie or if the freebie was really helpful to them. If you can check both of these boxes, users will likely open future emails from you because of FOMO (fear of missing out)—a powerful tool in a crowded inbox. 

You can see an example of a well-designed freebie from Calvina Photography below—11 Steps to Brand Perfect Photos. 

Need help making a good freebie? Check out The Exact Steps to Create a Lead-Generating Freebie Download on Flodesk University.

Welcome email template

Hi there [name]! 

I’m so psyched you’re here!

As a special thank you, I’m throwing in [name of your freebie]. Just click the button below to download for FREE! 

Thanks for joining, 

[Your name]

5. The “social media plug” welcome email 

Here’s the thing: When someone signs up for your newsletter or mailing list, they’re interested in you. They’ve made the first move. 

An onboarding welcome email is your chance to respond and capitalize on that interest—without being salesy or sleazy. One way to do that is by throwing in a plug for your social media channels. They can continue to check you out from afar and get a better idea of your brand and what you’re offering. And you can continue to nurture the relationship slowly and organically, like in real life. You wouldn’t ask someone to marry you if they said hello at the grocery store, right? But you might smile back. You might exchange names and then look each other up on social media.

A welcome email with a social media plug is the same idea.

Whitney from Myrtle does a great job of this in her welcome email, inviting subscribers to check out the latest arrivals and styling tips on her Instagram stories—complete with a call-to-action button to make it easy. 

Welcome email template

[Personalized greeting]!

I’m so excited to share [company name] updates with you!

In the meantime, check us out on [social media platform of choice] and join our amazing community! 

Thanks for subscribing!

[your name]

Call-to-action button

6. The “from an actual human” welcome email 

Did you know 82% of consumers feel more positive about a business after they consume personalized content from them? That’s a big number. 

One way to do that is by making your welcome email sound like it’s from an actual human. According to a recent article from Adobe, “Humanizing email experiences can help make your brand come alive as genuine and trustworthy, thus creating an opportunity for you to evolve your email marketing into something meaningful and increasing the business impact of your email efforts over time.”

And as Christine Hansen explains in her article, How to Write a Newsletter [a Really, Really Good One] on Flodesk University, “The more personalized your content is, the more likely you are to convert.”

Luckily, you’re already in a good position to do this as a small business owner. You can see in Antoinette’s welcome letter from the A&M Collective below how she really humanizes her message using personal language and her own signature. 

Welcome email template

Hi there [subscriber name], 

Welcome to my newsletter! I’m so glad you’re interested in learning more from me. I can’t wait to start sharing [type of content here] with you.

Talk soon friend, 

[Your name, preferably in a script-like font]

7. The “priority access” welcome email

This type of welcome email lets subscribers know that by joining the mailing list, they’ll be the first to know about upcoming deals, new product arrivals, flash sales, registration dates for programs, new webinars, etc. And since this is one of the most common reasons people sign up for mailing lists and newsletters, it’s good to confirm it right off the bat in the welcome email. 

Not only does it let users know what to expect, but it also sets you up for a better open rate in the future. Subscribers won’t want to miss out on the inside scoop—using FOMO to your advantage like with the freebie email. 

In the welcome email from Little Whimsy below, they drum up the priority access angle by saying, “You will now be one of the first to hear about new products, sales, giveaways and some awesome themed product edits. Yay!” 

Welcome email template

Hi [name]!

Thanks so much for joining our mailing list! 

Now you’ll be the first to know about [whatever you offer – new product arrivals, flash sales, open registration, new webinars, etc.]. Hooray for the inside scoop!

Until next time, 

[Your name]

8. The “tutorial” welcome email 

A tutorial welcome email is typically sent in response to free trial subscribers, and its purpose is to educate subscribers on how to use your product or service. After all, you want to make sure they have a good experience during the free trial so they sign up for the paid version. 

You don’t want them wandering around the program aimlessly, clicking on things without knowing what they’re doing. So sending a tutorial in the welcome email helps get things off on the right foot. 

Even if you have help sections set up within the trial, people sometimes ignore them at first, thinking they’ll just explore on their own. Or they miss them because they’re overwhelmed with the interface. 

Sending a tutorial straight to their inbox makes it easy. And it gives users another chance at getting help before they get frustrated and give up. 

In the example from Saffron Ave, they direct users to try the free website demo in a bold, impossible-to-miss font. And they include a CTA button to make it seamless. 

Welcome email template

Hi [name],

Welcome! Your free trial with [your product] starts today! 

We just know you’re gonna love it. But we know it’s new to you and there might be a learning curve to figuring it out.

So here’s a quick tutorial to get you started. 

Shoot us a line if you need help! Our support team is always around. 

[Personalized closing]

[Your name]

9. The “conversation starter” welcome email 

This type of welcome email opens a dialogue with the subscriber, letting them know that you’re available and ready to respond if they have any questions. 

It’s particularly effective because the way consumers communicate with brands has evolved for years, along with their expectations. 

For example, now that consumers are available 24/7 via email and social media, they expect brands to be as well. They’re not calling customer service lines or sending scathing letters in the mail anymore—they’re sending emails or messages on social media or tagging companies directly in posts.

This especially applies to younger consumers. In fact, a recent study shows that nearly 60% of Gen Zers and millennials have contacted companies through private social messaging or email. By contrast, only 38% of Gen Xers, 19% of baby boomers and 16% of members of the silent generation have done so.

The warm welcome email from Resilient Journey makes certain subscribers get the point—putting in bold font, “We have now begun a two-way conversation.” She also includes a reply button right in the email body, making it obvious how to get in touch with her. 

Welcome email template

Hi [name], 

Welcome to [your company name]. I’m so glad you’ve joined us! 

[Set expectations for what your newsletter/mailing list will deliver]

And remember, this is a two-way street. If you have any questions or just want to share something with me, please do! 

I’d love to hear from you. 

Until next time, 

[Your name]

10. The “waiting list” welcome email 

A waiting list welcome email thanks subscribers for subscribing but lets them know they’ll have to join the waiting list to get whatever product or service you offer. While it seems like a waiting list might annoy subscribers, it’s actually an incredibly useful tool to build demand and get some buzz going. Adweek goes so far as to call it a “secret weapon.”

And if you think about it, it makes sense. After all, people always want what they can’t have. Plain and simple. Plus, waitlists can feel exclusive, like subscribers are getting into some secret VIP club. 

But perhaps most importantly, waitlists are a form of social proof. After all, if there are so many people using the product or service that there’s not enough of it, it must be really good. 

To counter any frustration with the waiting list, you can include a freebie or discount in the email. This way, the subscriber gets some instant gratification to hold them over until it’s their turn on the list. 

In the welcome email below from Alyssa, she thanks subscribers for joining but lets them know immediately that she’s not accepting new clients. She includes the date she expects to open back up and an easy-to-use CTA button to join the list. 

Welcome email template

Hey there [name], 

Thanks so much for visiting my site and joining the community. 

I’m so excited you’re interested in [your product or service]. 

[Insert description of what’s waitlisted – out of stock, not able to take on new clients, the class is full, etc.]. 

But you can join the waiting list to make sure you know as soon as it’s available! Just click below to add your name. 

In the meantime, here’s a [freebie or discount for another product or link to social media] to tide you over. 

All the best, 

[Your name]

11. The “image-focused” welcome email 

This type of welcome email lets the pictures do most of the talking—at least when it comes to first impressions. And it works because humans actually process images faster than words. In fact, research at 3M Corporation concluded that we process visuals 60,000 times faster than text.

In the example below from Everything Just Baked, the images inside the letters actually move and change, grabbing the user’s attention instantly. Plus, the bold red color stands out against the white background. 

Welcome email template

IMAGE

Hi there [name]!

We’re so excited you subscribed! 

As a token of our appreciation, here’s a code for 15% off your next order [insert code]. 

Until next time, 

[Your name]

Welcome email FAQs

How do I create an automated welcome email?

The first step in creating an automated welcome email is to determine your end goal. And not just for the first email, but for your email list as a whole. Do you want subscribers to read popular blog posts? Purchase an item from your website? Sign up for a class? This goal should inform your entire strategy. 

Then, using a platform like Flodesk, you can create a form for your website or social media bio. Create a solo welcome email or an entire welcome series using one of our curated email templates. Then create a Workflow to automatically send the welcome email or series to new subscribers who sign up via your form.

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To learn more about sending automated emails, check out: How to Use Flodesk Workflows to Automate Your Freebie Download on Flodesk University. 

What makes a good welcome email?

As you know by now, there are many types of welcome emails. But the good ones share some common characteristics. First, they’re personalized, friendly and human. Second, they provide value to the reader immediately. This can be in the form of discounts, freebies, information, community and more. 

Good welcome emails also grab attention quickly, beginning with the subject line. Good welcome email subject lines are personalized and relevant to the consumer, often hinting at the value the reader can expect from opening the email. 

Let’s sum it up

At the end of the day, a solid welcome email is a great way to engage new subscribers. And we hope these welcome email templates help you take the next step in your business. For more helpful resources on email marketing, be sure to check out Flodesk University

Get unlimited email sends & subscribers for $38/mo with Flodesk

We’ll never penalize you for successfully growing your business