Sending Welcome Letters to new customers or members is a common practice these are all examples of what could be included in a Welcome Letter to help.
The success of your customer onboarding flow relies heavily on the first few touches, and it starts with your welcome email.
A welcome email is one of the first impressions your brand makes. A friendly hello to connect with new customers and encourage them to interact with your product or service.
Your welcome email should be informative, clear and actionable. The examples in this post cover a range of approaches. Some might work great for your business, and others might not. Testing, as always, is highly encouraged.
One important thing to remember, open and click rates do not measure the success of your welcome email.
Of course, you’ll want to tweak subject lines and body copy to optimize conversion. But the real purpose of the welcome email is to move users through your onboarding process.
The next step, depending on your product, blog or store could be to encourage readers to:
Whatever that step is, it must deliver value.
The metric to measure is the conversion rate. How many people took the step you asked them to take?
With this in mind, let’s dive into some of the best welcome email examples.
Subject line: How does Airbnb work?
Uncertainty is a conversion killer. New users usually want to know how your product or service works before diving in. Airbnb’s welcome email alleviates anxiety by providing clear guidelines on how things work.
It provides you with a clear introduction to their features:
All sections are visual, showing people having a good time. Descriptions are concise and actionable, with relevant CTAs.
Instead of using a CTA asking people to “Book Now,” the CTA prompts them to “Explore.” It’s non-committal and friction-free.
Subject line: Welcome to the Flock
Allbirds, the world’s most comfortable shoe brand, creates a special feel that’s visible at every point.
Allbird’s welcome email:
Together, all these elements make for an authentic and memorable brand identity.
Well done, Allbirds!
Subject line: Welcome to Asana
Asana’s welcome email design aligns with their product, which is great for their overall brand recognition.
Messaging is tight and focused, making the next steps clear for the subscriber.
“Three things to try out now” makes it easy for the customer to get started, and quickly gain value from the product. Also, they have actionable headlines that are short, but to the point.
Plus, a vibrant purple CTA button looks awesome and beautifully contrasts the overall layout.
Pro tip: The 1-2-3 formula is great for welcome emails as it makes it simple for readers to digest. When done well, it even reduces anxiety about using a new product.
Subject line: We’re Away. Let’s meet up.
Away, the first-class luggage brand uses a welcome email to describe and share their values and authentic passion for travel. And right from the start, they demonstrate customer-first approach by talking to travelers about what they needed on the road.
Away’s welcome email gives you five strong benefits and reasons to choose their product, reducing anxiety by offering a 100-day trial. Also, the narrative makes Away’s luggage feel thoughtful and bulletproof.
This welcome email lines up with the company’s brand image and inspires you to the next trip.
Pro tip: Not all your recipients are already customers. For this reason, they might need a little more background about your brand to start trusting you.
Subject line: Welcome to Casper!
Casper welcomes us with a beautifully designed email. Perfectly matched night colors and sleepy language creates a relaxing aura around the brand. 🙂
They use awards to prove the quality of their products and earn your trust.
Casper’s welcome email suggests the involvement of some high-tech stuff and that they take your sleep super seriously.
Also, the 100-night trial reduces the barriers to purchase, it feels less of a commitment, and they can change their mind, so the decision to buy is easier.
“Let’s get sleepy” is a hilarious CTA that aligns with the copy, implies action and it’s always great to see something fresh! 🙂
Subject line: You’re part of the family now
While this subject line makes it immediately feel like you belong here, the opening statement helps establish the brand as human and caring, with a greater good and purpose.
We believe everyone should wake up happy. It’s why we create outrageously comfortable mattresses for an epic night’s sleep.
After a statement like that, nothing else matters; you know you’re at the right place to get your perfect mattress! 🙂
Eve goes straight to the most significant benefits their products bring: waking up happy, accompanied by an epic night’s sleep. That’s a great emotional hook!
The introductory paragraph is crowned with a classic CTA, “shop now.”
With such an awesome and creative paragraph, it’s okay to keep your call to actions simple.
The second part of the welcome email offers perks that help bring the reader closer to making a purchase:
Eve not only offers a quality shipping package but they also make it super comfy.
Your experience is going to be nice and smooth. 🙂
No frustrations, no trouble.
Subject line: Welcome to Evernote!
The opening statement in Evernote’s welcome email caught my eye:
“You’re going places. Your notes should too. Install Evernote on your phone today”
It’s concise, clear and tells you the action you’ll need to take to enjoy the benefits of this excellent note-taking app.
Evernote keeps its copy short, light and to the point, telling new subscribers:
It’s the right thing to do since email attention spans are short – about 11 seconds, according to Litmus research.
Pro tip: Optimize your emails for short attention spans. Use heads, subheads, bullets, and other tactics to communicate quickly.
Subject line: You + Grammarly = Ready for Action
View web version
Grammarly, a free writing assistant, has been nailing their online communication.
They know exactly how to use online channels to make you fall in love with their personality. And with witty, playful language, Grammarly gets right to the point.
Write the Future. This is how their welcome email begins.
“better writing opens you up to better conversations, remarkable accomplishments, and healthier relationships”.
That’s a broad perspective, but when you think about it – there’s a lot of truth to it. That’s an excellent analogy. 🙂
The three following sections guide you through Grammarly’s basic features to help you get started and gain value quickly.
Pro tip: Develop a friendly consistent tone-of-voice across all your communications to make your brand engaging and memorable.
Subject line: Ready to meditate?
Headspace, a guided meditation app, created not only a great product for a happier, healthier life but also mastered mindful storytelling.
And their animations rock!
Headspace’s welcome email template is something to see because of its cartoonish brand style. They use illustrations to provide interesting meditation lessons and define their brand identity.
This welcome email example:
One thing that’s missing here is a second CTA button located at the bottom of this welcome email – So you don’t need to scroll back to start meditating.
Subject line: Hi Kasia, let’s get you started.
Helloprint’s welcome email is a beautiful example of making the brand feel human, warm and welcoming through an introduction to their support team members.
Helloprint stops being anonymous and you know precisely that it’s Mary, Martha, and Danny taking great care of you.
It’s a simple move to immediately put a face to your brand, making it friendly and personal from the start.
Pro tip: Introduce your team to your users to make your brand more friendly and trustworthy.
Subject line: Welcome to Invision
Invision’s welcome email is all about showing, not telling. They provide three handy videos to help you understand and make the most of your Invision experience.
Highlighting that their customers include well-known brands and experts who are admired for their design and customer experience, helps to establish trust and credibility with the reader quickly. This, in turn, encourages the customer to use the product.
Clear and actionable copywriting drives your attention towards Invision’s value propositions and benefits, showing the customer what they can achieve with the product.
This simplistic and visual approach aligns with the narrative and the essence of the overall product.
Subject line: Kasia, let’s get you designing in Marvel
Marvel’s welcome email combines illustrations with short, informative video tutorials and simple, personalized copy to drive you towards useful resources.
This welcome email keeps you focused with a minimalistic and clean design.
Subject line: Welcome to Medium, Kasia Perzynska
Medium greets new members with a light, clean welcome email design and pastel colors.
The conversation opens with a simple, yet powerful statement:
“Welcome to Medium, where words matter”
This works to convey Medium’s central idea from the start. Next, you are served Medium’s fundamentals:
Messaging is concise and tells subscribers how the modern content platform works.
Beneath, you’ll find some personalized stories based on the topic selection, plus top-performing stories to capture your attention and get you reading straight away.
Pro-tip: Make your welcome email as personal as possible to deliver content your users will value. Track your event data to add dynamic content to your emails.
Subject line: Welcome to Mode!
Mode’s welcome email starts with a clean hero image, presenting coders around a desk, with a personalized greeting on top.
Next, you’re given two practical ways to get started with Mode along with an explanation of the analytics platform and a 2-minute video walkthrough.
Even though you can find three different CTAs, they are all strategically selected to showcase the product’s core value.
This welcome email message is super clear and focused.
Subject line: Fantastic. You are in!
A creative welcome email design by Moo grabs your attention with a fun picture and a fresh color combination: green, blue and yellow.
MOO makes great designs and print for customers worldwide, reinforced with this beautiful, creative welcome email.
After the greeting, they grab your attention with their significant promise, a funny picture (probably presenting some of their prints) and a fresh color combination.
Moo swears that if you use their print products, you’ll impress everyone, and“if you’re not over the moon, they’ll move mountains to make it right.”
Well-said! And it sounds like a strong warranty to me.
‘Award-winning customer service’ sweetens up the deal – when you treat yourself to Moo’s products, you’ll be served by over-achievers and trust you’ll receive an experience above expectations.
Subject line: Get Started With Pipedrive
Pipedrive uses several welcome email best-practices to engage readers and encourage them to take the next step in the journey. They bet on social proof, and they have good reasons to do it because it reduces anxiety and quickly builds trust.
But, Pipedrive doesn’t stop there. They take persuasion to another level by using their ratings [#1 CRM Software] to show off the excellent quality of their product and quickly establish trust and credibility.
Next, they share an explainer video that shows everything you need to know about the product.
According to Wistia, videos up to 2 minutes long get tons of engagement. After that, the drop-off in engagement is significant, so it’s worth ensuring your videos are short and packed with value to keep your viewers engaged.
This will ensure the majority of viewers also reach your CTA at the end of the video.
Pipedrive finishes up the welcome email with quick links to helpful resources and stats that will ensure it’s the right tool for you.
Well done! 🙂
Pro tip: Check this 4-Step Formula for More Persuasive Emails.
Subject line: You’re in. Welcome to Starbucks Rewards
Starbucks is well-known for its creative marketing communication. So when I review the best welcome email examples, it’s my job to cover Starbucks.
And Starbucks nailed it, as expected. This welcome email is (almost) perfect:
But wait, there’s one thing missing! There are no clear CTAs. Although this welcome email example is informative, CTAs could be added to each section. After all, your emails should always be targeted towards a specific action.
Pro tip: Think strategically about the call to action in your welcome email. Also, when your email gets lengthy, don’t hesitate to sprinkle several CTAs at strategic locations. The best option is to tie one CTA to each section.
Subject line: Welcome to TripIt, Kasia
TripIt’s welcome email takes on a similar approach that’s used by Asana. They use the 1-2-3 formula that makes it easy for the reader to process and take action. Simple and actionable.
Subject line: Welcome to Turo
Turo’s welcome email starts with a visual of a van on the road in the middle of nowhere, probably somewhere in Utah or Arizona. It brings to my mind the idea of #vanlife, which is in fashion recently.
A hero image along with the introductory statement
“Your adventure starts here”
encourages you to hit the road. And your imagination takes you there.
ALMOST. All you have to do to get there is to click to find your perfect car.
Turo’s visuals and content flow smoothly together and compliment each other. It’s natural.
Although this welcome email is brief, all the elements are in place. Turo’s marketers are great storytellers!
Pro tip: Keep your message concise, but make sure to press the right buttons and inspire the user’s imagination.
Subject line: Welcome to Ugmonk!
The first thing to catch my attention in Ugmonk’s welcome email is its form.
UGmonk welcomes you with a short note from the founder, Jeff Sheldon, and an interview-style video that feels personal.
This story introduces you to the everyday life of a committed designer who came up with the idea and then had his idea to become something else.
Jeff shares an inspiring narrative that dives deep into the details, values, and reasons for starting a design brand.
A key thing here is that you can relate to Jeff and the story behind the brand, so it builds a connection and likeness for the user.
Fueled with a passion for design and creativity, this welcome email will surely win the hearts of creators, artistic souls, and tastemakers with its authentic feel.
Pro tip: Don’t be afraid to reveal the heart and soul of your brand: that’s what will ultimately get people’s attention.
Subject line: Welcome to Unsplash
Unsplash’s welcome email begins with a short story about the brand, explaining how it began and how the app works. Storytelling can make your brand more authentic and relatable, so don’t shy away from using real-life narratives.
Unsplash uses clear value propositions and wraps their welcome email content around it. It’s a great practice that helps you keep your messaging tight and craft actionable CTAs.
We’ve reviewed hundreds of welcome emails from different industries to provide you with this welcome email collection. With such extensive research behind you, it’s easy to identify what it takes to craft the perfect welcome email.
Let’s summarize some of the best welcome email practices
Welcome and congratulations on becoming a member of Touché Fencing Club As a new member, we hope that you become part of our friendly fencing club.
Note: This post was originally published on 7/26/16; Updated 10/2/18 for added value.
We talk a LOT about the importance of onboarding new members - and that all starts with sending a warm welcome email. But what should you say in that new member welcome email?
Here are a few tips to get new members started off on the right foot:
First things first. When drafting a new member welcome email, be sure to include the following:
Here’s an example of a new member welcome email:
Dear [new member’s name],
Thank you so much for becoming a member of [association’s name]! We’re thrilled to have you on board and can’t wait to get to know you.
To help you get involved, here are a few events we have planned over the next couple of months:
You can view our full calendar of events at [link to website with event calendar].
In addition, we want to make sure you’re taking full advantage of all the membership benefits available! Here are a few other things to get started with ASAP:
As [membership length, i.e. “4-year”] member [active member name] likes to say, “[quote about the best way to get the most value out of membership.]”
Should you need any assistance or have any questions or comments about your membership or benefits, please feel free to contact us at [phone number] or email us at [email address].
We look forward to seeing you at our next meeting!
Now, new member welcome emails are only one small part of the onboarding process. In addition to that, there are several best practices to help boost new member engagement, and ultimately, retention.
Want to know what those are? Check out our free guide 7 Musts for New Member Onboarding below!
A welcome letter is written correspondence that introduces a new member to a club or organization. The letter needs to include details of the organization the addressee is being welcomed into and any information that they may need to take further action.
A letter welcoming a new member can be used to welcome a new member to a social club or community group such as a group of enthusiasts about a particular topic or activity. Welcome or introduction letters also have a variety of business applications including welcoming a new member to a loyalty program or welcoming a new staff member to your workplace or team.
Our samples are a great way to construct a letter that uses a tone that is befitting a professional organization without being too rigid and unfriendly. Getting the tone of a letter of welcome or introduction just right can be tricky and our samples are a great way to check that your approach is appropriate. Our samples also provide clean and elegant formatting that will help you make a great impression or your new member or employee.
Do: Use a tone that is both friendly and professional. You want the new member to feel welcome without compromising the professional image of your organization.
Don’t: Provide excessively detailed information. The purpose of you letter is a friendly, yet professional introduction including extra details may mean that your message will get lost.
Do: Use simple and clean formatting so that the text is clear and easy to read.
Don’t: Avoid fonts, colors, and graphics that make the text difficult to read or clutter the letter.
Do: Use a well-designed template to save time and get the formatting and wording just right.
Don’t: Send a sub par document when you can get assistance from a quality sample that will ensure your letter meets the highest possible standard.
Sample 2: Welcome Letter to New Employee on the First Day . by clubs, associations or groups to welcome a new member into their family.
One of the most important tools in your email marketing toolbox is an automated welcome email. When new contacts subscribe to your list, you want to welcome them to the group with an inviting email.
A welcome email is the first friendly exchange between your business and a new subscriber. It sets the tone for future communications and encourages new members to engage with your business.
The first message you send to a new subscriber is also the first step to forming a relationship. When that initial interaction is a positive one, subscribers will be more receptive to future emails. In fact, subscribers who read welcome emails will read 40 percent more content from the sender in the next 180 days.
A welcome message is also an excellent opportunity to make a sale. Research has shown that welcome emails have higher open rates and click-through rates than standard marketing emails.
To help you create an effective welcome email, we’ve highlighted 10 effective examples. For each example, we’ll point out elements that will help you create your own killer welcome email.
Welcome emails should begin with a warm introduction that reflects your company’s personality.
The David’s Bridal email above features a great introductory message that thanks new subscribers for making the company part of their wedding day. You can write something straightforward and formal like, “Welcome to our email list,” or “Thanks for signing up to get our emails.” Online fashion company ASOS starts their message with a casual “Oh, hey girl! Welcome to ASOS. It’s great to meet you!” Keep in mind, there’s no right or wrong way to welcome new guests; just make sure it’s conversational and fits your company’s voice.
Consumers are more likely to respond to emails that contain offers and content that is relevant to them. You can use this first message to learn more about your customers, so you can tailor future emails to suit their needs.
In this email from The Container Store, new subscribers are offered a 15 percent discount for filling out a customer profile.
It’s always a good idea to reinforce a subscriber’s decision to sign up for your emails. One easy way to do that is to offer a quick “perks list,” which tells subscribers why joining your email list was a great idea. World Wildlife Fund does a great job of explaining the benefits of signing up for their emails, displaying the sign-up perks in digestible bullet points.
By offering a discount or some sort of gift, you create goodwill between your business and your new subscribers. It may even entice them to make a purchase. Camp Collection offers a 15 percent discount off of your first purchase as a welcome gift. It’s a small incentive that can benefit both the company and the new customer.
Every welcome email should have a clear call to action.
This email is effective not only because of its clean look and promotional offer, but also because of the call to action. Notice how it stands out? The button, rather than hyperlinked text, makes it prominent. Plus, it’s urgent. The words “Book a stylist” inspire recipients to act immediately.
As you welcome your new contacts, it’s okay to put your product or service front and center. After all, your new subscriber asked to learn more about your business or product by subscribing. Give them what they want. Use images to showcase your products like Crocs does here:
If you’re a service-based business or nonprofit, try using compelling or emotion-evoking images that relate to your business. Spotlight a successful and happy customer, include a picture of your team or volunteers, display before and after pictures, or use clean, flat, simple graphics and complementary colors.
An effective welcome email has to look good — and work well — on mobile devices. According to Adobe’s Digital Publishing Report, 79 percent of smartphone owners use their device for email. The report also says smartphone users are more likely to use their device for email than for making calls. Clearly, creating a mobile-friendly version of your welcome email is important. (If you’re using VerticalResponse, all our emails are responsive, so they look great no matter what device they’re viewed on.) Check out VerticalResponse’s own welcome email below, as it appears on a tablet. The text is clear and easy to read, and the CTAs are still easy to find and click on, even on a smaller screen.
In your opening message, you have an excellent opportunity to link people back to pages on your site that can be helpful, like FAQs, or your blog to give them more information about your company, product or service. This information is especially crucial in the early days of your customers or prospects getting to learn more. The header in this email from Fun.com includes links back to the company’s product page, labeled by category to make it easier for subscribers to find exactly what they’re looking for.
A welcome email should not be a text-based receipt that says, “Do not reply” somewhere in the message. Your message can incorporate a receipt or account information, but it should also encourage the customer to interact with the company.
A “do not reply” email tells customers that you don’t want them to contact you. Because customer interaction can improve customer satisfaction, it doesn’t make sense to close the lines of communication.
This email from Papier goes the extra mile and includes a support email and phone number for new customers who might have questions.
Including links to your social media sites is another key component in an effective welcome email. New contacts are curious about your business; otherwise, they wouldn’t have signed up. Fuel their engagement by sharing the social media sites your business is on. Take a look at this email below from EyeBuyDirect. Notice in the footer there are links to the company Twitter, Facebook, Instagram and Pinterest pages.
It’s always a good idea to give subscribers additional ways to get in touch with you and interact with your business.
With these 10 examples, you’ll be able to create an effective welcome email. Check out our Email Automation feature, which makes introducing yourself to new customers easier than ever.
Editor’s note: This article was originally published in April 2017 and has been updated and revised.
© 2019, Contributing Author. All rights reserved.
Here are 9 things your emails must include to welcome new members right. Plus, I give you a new member welcome email template that can be.