10 Great Examples of Welcome Emails for New Customers ...

We've collected some standout welcome message series examples that include getting started messages, thank you emails, and offer templates to help you with your ... Marketing|17minread 10GreatExamplesofWelcomeEmailsforNewCustomers&Employees WrittenbyErikDevaney @bardofboston HubSpotalsorecommendsthisCustomerOnboardingKit.GettheFreeOnboardingKit We'veallheardthismaxim,“Firstimpressionslast”,soweareawarehowimportantitistostrikeagoodimpression. Showeduplateforajobinterview?That'sabadfirstimpression.Eatacloveofgarlicandforgettobrushyourteethbeforeafirstdate?Alsoabadfirstimpression. Itturnsoutthatthe"makeagoodfirstimpression"principleholdstruenotonlyinface-to-faceencountersbutinemailinteractionsaswell.Theoutcomeofgivingagoodimpressioninemailsgoesalongwaytoconnectwithpotentialbusinesscontactsorcustomer Whatisawelcomeemail? Awelcomeemailisthefirstemailyoureceiveaftersigningup,subscribing,orsubmittingyouremailtoanonlinestore.It’simportantasitisthefirstimpressionacompanymakeswithanewcustomer,blogsubscriber,ornewslettersubscriberviaemail.Welcomeemailscandelivervideos,specialoffers,asign-upform,orjustafriendlyhellotoestablisharelationshipwithanewcontact. Whenyousendawelcomeemailtoanewblogreader,newslettersubscriber,orcustomer,you'remakingafirstimpressiononbehalfofyourbrand.Tohelpensureyou'remakingthebestfirstimpressionpossible,we'veroundedupsomeexamplesofstandoutwelcomeemailsfrombrandsbigandsmall. ProTip:UseHubSpot'sfreeemailmarketingsoftwaretoeasilycreateahigh-qualitywelcomeemailsequenceliketheonesfeaturedbelow. Eachexamplebelowshowcasesdifferenttacticsandstrategiesforengagingnewemailsubscribers.Let'sdivein. FreeDownload EmailNewsletterLookbook Tellusalittleaboutyourselfbelowtogainaccesstoday: TheComponentsofanImpressiveWelcomeEmail Onefactorthatreallyimpactsthecustomeronboardingprocessisthewelcomeemail.Whilethere’snoone-size-fits-allformat,thereareseveralkeycomponentsthatcanhelpyouremailstandoutfromthecrowdandconnectwithyourintendedaudience.Theseinclude: 1.CompellingSubjectLines Makingsurerecipientsactuallyopenyouremailsisthefirststepinmakingagoodimpression.Subjectlinesarecritical,sooptforshortandstraighttothepointsubjectsthatstateclearlywhatyou’resending,whoit’sfrom,andwhyitmatterstopotentialcustomers. 2.ContentRecommendations Whilethemainpurposeofwelcomeemailsistointroduceyourbrand,it’salsocriticaltoaddvaluebyprovidingthenextstepsforinterestedcustomers.Agoodplacetostartisbyofferinglinkstothegreatcontentonyourwebsitethatwillgiveyourcustomersmorecontextifthey'recuriousaboutwhatyoudoandhowyoudoit. 3.CustomOffers Personalizationcanhelpyourwelcomeemailsstandoutfromthepack.Byprovidingcustomizedintroductory,offersonproductsconsumersmaybewanted.Bybasingitontheinformationthey’veprovidedordataavailabletothepublicviasocialplatforms,welcomeemailscanhelpdriveongoinginterest. 4.ClearOpt-OutOptions It’salsoimportanttoprovideaclearwayoutifusersaren’tinterested.Makesureallyourwelcomeemailscontain“unsubscribe”optionsthatallowcustomerstoselecthowmuch(orhowlittle)contacttheywantfromyougoingforward.Ifthere’sonethingthatsoursabuddingbusinessrelationship,it’stheincessantemailsthataren’teasytostop.Alwaysgivecustomersawaytoopt-out. 10ExamplesofStandoutWelcomeEmails Sowhatdoesagreatwelcomeemaillooklike?We’vecollectedsomestandoutwelcomemessageseriesexamplesthatincludegettingstartedmessages,thankyouemails,andoffertemplatestohelpyouwithyourcustomeronboardingprocessfromstarttofinish—andmakeagreatimpressionalongtheway. 1.VirginAmerica Typeofwelcome:GetStarted Awelcomeemailisaperfectmediumforintroducingfolkstothecharacteristics(andeccentricities)thatmakeyourbrandunique. ForVirginAmerica,thatmeansputtingthe"Iloveyou"handsymbolfrontandcenter.ThissmallgesturesignalstotherecipientthatthefolksatVirginAmericacareabouttheircustomers.Theplayfulaccompanyingcopy,"Welcomeaboard,"andcasualcall-to-action,"Grabaseat,"alsohelpstopositionVirginAmericaasahip,fun-lovingbrandrightoffthebat. 2.Food52 Typeofwelcome:GetStarted Sometimesthetiniestofelementsinawelcomeemailcanspeakvolumesaboutabrand.AndwhenitcomestoFood52'swelcomeemail,theirpreviewtextatthetopoftheemail,"Webroughtsnacks,"definitelyaccomplishesthis. Alsoknownasapre-headerorsnippettext,thepreviewtextisthecopythatgetspulledinfromthebodyofanemailanddisplayednextto(orbeneath)thesubjectlineinsomeone'sinbox.SowhenyouseeFood52'swelcomeemailinyourinbox,yougetatasteoftheirbrand'spersonalitybeforeyouevenopenit. Food52'swelcomeemailalsodoesagoodjobofbuildingtrustbyputtingaface(makethattwofaces)totheirname.Assoonasyouopentheemail,youseeaphotographandmessagefromthecompany'sfounders. 3.Monday.com Typeofwelcome:Video Fromthesubjectline,downtotheconversationaltoneintheemailbody,theimageofawelcomeemailabovekeepsitfriendlyandsimple,sothefocusstaysontheintroductoryvideoinside. Monday.comisataskmanagementtoolforteamsandbusinesses,andthewelcomeemailyougetwhenyousignupmakesyoufeellikeaCEO,becauseRoyManisspeakingdirectlytoyou.Theemailevenpersonalizestheopeninggreetingbyusingtherecipient'sfirstname,andthisiswellknownforincreasingemailclick-throughrates(especiallyifthenameisinthesubjectline). Themoreyoucanmakeyouremailsoundlikeaone-on-oneconversationbetweenyouandyoursubscriber,thebetter.Ifyouhavejustsomanydetailsthatyouneedtoinformyournewcustomerabout,followMonday.com'sleadandembedthemonavideo,ratherthanspellingthemalloutontheemailitself. 4.KateSpade Typeofwelcome:ThankYou Let'sfaceit,theinternet-usingpubliclikeusareconstantlybombardedwithpromptstosignupforandsubscribetoallsortsofemailcommunications.Soasabrand,whensomeonetakesthetimetosiftthroughallthechaosinordertointentionallysignupforyouremailcommunications,it'sabigdeal. Toacknowledgehowgratefultheyaretothefolkswhoactuallytaketheirtimetosubscribe,KateSpadeusesasimplebuteffectivetacticwiththeirwelcomeemails.Theysay"ThankYou"inbig,boldlettering.yplacingthat"ThankYou"noteonanenvelope,KateSpaderecreatesthefeelingofreceivinganactualthankyouletterviamail.(The15%offdiscountcodedoesn'thurteither.) 5.Lyft Typeofwelcome:GetStarted Ifthere'sanideal"attitude"thatwelcomeemailsshouldgiveoff,Lyfthasit.Thecompany'ssimplebutvibrantwelcomeemailfocusesentirelyonthelookandfeeloftheapp,deliveringadesignthat'saswarmandsmoothastheliftsthatLyftwantstogiveyou.Atthesametime,theemail'sbrandedpinkcall-to-actiondrawsyoureyestowardthecenterofthepageto"TakeaRide",aninvitinglanguagethatdoesn'tmakeyoufeelpressuredasanewuser. 6.MunkPank Typeofwelcome:OurStory TheMunkPank'swelcomeemailisthestoryofwhythecompanywasfounded.Thisisahealthysnackstorefoundedbyahusbandandwife.Intheirwelcomeemail,theymentionthattheystartedthecompanybecausetheyneverseemedtofindnutritioussnackstokeepthemenergizedandonthego. Thisisanexcellentversionofawelcomeemailbecausetheylettheircustomersknowtheycanrelatetotheproblemsthey'refacingandthey'vebeenthere.Thishelpsinbuildingtrustandrelatability;italsogivescustomersapeekintowhattheyshouldexpectfromtheirproducts. Theemailendsbysharingthecompany’smissiontohelpthemliveahealthylifestyle.Thiswelcomeemailletssubscribersknowthatthey'rejoiningatribethatisconcernedabouttheirhealthyeatingandlifestyle;amissionthatgoesbeyondsnacks. 7.WhoGivesaCrap Typeofwelcome:WhyUs WhoGivesaCrapisanorganizationthatsellsorganictoiletpaper,andthey'reverypassionateaboutit.Theirwelcomeemailisequallyfunandinformative.Theystateallthereasonswhyyoushouldoptfororganicandeco-friendlyproducts.Then,theysweetenthepot(punintended)bynotingthattheydonate50%oftheirprofitstoglobalsanitationprojects. Theemailremindsthebuyerthattheystillgetthetoiletpaperatthesamepricetheydointhesupermarket.Theyalsohaveacompellingcalltoactionintheirwelcomeemailthatoffers10%oftheirproductsforpeoplewhosubscribetotheiremaillist.Thecompanyaddedtheir"ShopNow"buttonforconvenience,soifreadersareconvincedtobuy,theycandosoinoneclick. 8.SAXXUnderwear Typeofwelcome:Offer SAXXUnderwearspecializesinmen'sunderwear,andtheirwelcomeemailisverycatchyandcreative.Theirsubjectline"welcometoyouandyourballs"isjustatasteofhowtheyuseahumorousandrelatabletonetoconnectwiththeiraudience. Theirwelcomeemailisveryvisual,too.Theydemonstratetheircomfortguaranteewithimagesofmodelswearingtheirboxers. Thewelcomeemailalsogivesa10%offcodefortheirfirst-timebuyersanddirectsthemtotheirstore.Besidestheoffer,theypresenttheirrefundpolicyboldlytoprovidereassuranceforprospectswhomaybeunsure.Thesegestureshelptobuildtrustwiththeirnewsubscribersandencouragethemtobuyfromthem. WhatreallystandsoutintheSAXXUnderwearwelcomeemailisthetoneofthecopyandthecarefulyetboldandcatchychoiceofwords. 9.InVision Typeofwelcome:Video WhenyousignupforInVision'sfreeprototypingapp,thewelcomeemailmakesitveryclearwhatyournextstepshouldbe. ToguidepeopleonhowtouseInVision’sapp,thecompany’swelcomeemaildoesn'tsimplylistoutwhatyouneedtodotogetstarted.Instead,itshowsyouwhatyouneedtodowithaseriesofquickvideos.Giventhevisual,interactivenatureoftheproduct,thismakesalotofsense. 10.Drift Typeofwelcome:GetStarted Nofancydesignwork.Novideos.Nophotos.ThewelcomeemailDriftsendsoutaftersigningupfortheirnewsletterisalessoninminimalism. Theemailopenswithabitofcandidcommentaryontheemailitself."Mostpeoplehavereallylongwelcomeemailsequencesafteryougetontheiremaillist,"DavefromDriftwrites,beforecontinuing:"Goodnews:wearen'tmostpeople."Whatfollowsissimplyabulletedlistofthecompany'smostpopularblogposts.Andtheonlymentionoftheproductcomesinabriefpostscriptattheveryend. Ifyou'retryingtocraftawelcomeemailthat'snon-interruptive,andlaser-focusedonaddingvalueinsteadoffluff,thisisagreatexampletofollow. BonusExample:HubSpot'sWelcomeEmailTemplates Needalittlehelpingettingyourwelcomeemaileffortsofftheground?We’vegotyoucoveredwithwelcomemessagetemplatestostreamlinetheconnectionprocess.Theexamplebelowisoneoffourtemplatesofferedinourfreekit(whichalsoincludes40+customeremailtemplates)andshowcasesastraightforwardexampleofagreatwelcomeemail. Simplyfillinthedetails,tweakthetexttoreflectyourbrandvoice,andstartsending. Nowthatyou’veseensomegreatexamplesofwelcomeemails,let’sdigintotheprocessofwritingagreatemailandcatchingcustomerattention. HowtoWriteaWelcomeEmail Writeacatchysubjectline. Restateyourvalueproposition. Showthenextonboardingsteps. Generatethe“A-ha”moment. Addhelpfulresources. Providecustomerservicecontactinformation. Concludewithacall-to-action. 1.Writeacatchysubjectline. Researchshowsthatwhilemorethan90%ofwelcomeemailsareopened,just23%ofthemareactuallyread.Thatmeansifyourwelcomeemaildoesn'tcatchtheeyeofyournewcustomer,theymaynotknowyousentitatall. Thebesttoolyoucanleveragetoincreaseemailopenratesisthesubjectline.Acatchyandactionablesubjectlinecandrawcustomersinandmakethemcuriousaboutyourcontent. Whenwritingsubjectlines,besuretoincludewhatyouremailispromotingandhowitwillbenefityourcustomer.Remembertobeconcise,becausethereadercanonlyseeasentenceortwointhepreview.Agoodruleofthumbisthatyoursubjectlineshouldprovideenoughinformationtopeakthereader'sinterest,butnotenoughsothattheyneedtoopenyouremailforthefulldetails. 2.Restateyourvalueproposition. Althoughthismayseemlikeanunnecessarysteptotake,itcanactuallyprovidesomesignificantbenefits. Themostobviousbenefitisthatitprovidesthecustomerwithsomereassurancethattheymadetherightdecisionsigningup.It'sneverabadthingtoremindcustomerswhytheycreatedanaccountwithyou,anditclarifiesexactlywhattheycanexpecttoachievewithyourproductorservice. Thisalsogivesyoutheopportunitytoclearlyexplainanyancillaryservicesorfeaturesthatyouofferthatcouldcreatemorestickinesswithyourbusiness.Thisisespeciallytrueifyouhaveacomplexsolutionwithuniquefeaturesthatcustomersmightnotknowabout. 3.Showthenextonboardingsteps. Nowthatyou'veremindedthemwhytheysignedup,getthemfullysetupwithyourproductorservice.Usually,therearestepsthatusersmusttakeaftersigninguptogetthemostoutoftheplatform.Examplesinclude: Completingtheirprofileinformation Settingpreferences Uploadingnecessaryinformation(e.g.contactsintoaCRM,profilepictureforasocialmediaprofile,etc.) Upgradingtheiraccountorcompletinganorder 4.Generatethe"A-ha"moment. Thisisoneofthemostimportantstepstotakeinawelcomeemail,andthere'sasubstantialanddata-drivenreasonbehindthat.FormerFacebookheadofgrowth,ChamathPalihapitiya,discoveredthatifyoucangetausertoacquiresevenfriendswithin10days,theyweremuchmorelikelytoseeFacebook's"corevalue"andbecomeareturningactiveuser.Thisisknownasan"a-hamoment,"inwhichthecustomerunderstandshowtheybenefitfromusingyourproductorservice. Thegoalistogettheusertothisahamomentasquicklyaspossiblesoyourproductsticksandthecustomerachievessuccessassoonaspossible.Thiswillproduceabetteroverallcustomerexperienceandultimatelyhelpyourbusinessgrow. Togetthisdone,firstidentifyyourbusiness's"corevalue"andtheobstaclesorprerequisitescustomersmustcompletetoreceivethisvalue.Thenyoucanuseyourwelcomeemailtoguidenewcustomersthroughthesetasks. 5.Addhelpfulresources. Asmentionedinthepreviousstep,youwanttheusertoseethevalueimmediately.But,customersuccessdoesn'tstopthere.Dependingonthenatureandcomplexityofyourproduct,customersmayneedadditionalhelp.Forexample,customersmightrequireguidanceontroubleshooting,utilizingadvancedfeatures,orgettingthemostvalueoutofyourcorefeatures. It'slikelythatyou'vealreadycreatedhelpcontentaddressingcommonquestionsfromcustomers.Whetherit'stutorialvideos,anFAQpage,orhelpfulblogpostscontainingbestpractices,thishelpcontentisessentialtocustomersuccess.Whynotincludeitinyourwelcomeemail?Thisgivesthemthetoolstheyneedupfrontwithoutforcingthemtosearchfortheinformationafteraproblemarises. 6.Providecustomerservicecontactinformation. Thefinalsteptosettingyourcustomersupforsuccessismakingsurethattheyknowhowtocontactyou.Youcanspendallthetimeintheworldcreatingexcellenthelpcontent,butyoucan'tforeseeeverypossibleproblemthatwillariseforyourcustomers. Evenifyoucould,customersareonlyhuman,andnotallofthemwillbewillingtoporethroughyourhelpresourcestofindtheanswertotheirquestions.Soit'sbesttobeforthrightwithcustomersonhowtheycangetintouchwithyouforadditionalhelp. Addingthiscontactinformationtoyourwelcomeemailisagreatwaytolaythefoundationoftrustneededforbuildingarelationship.Itdrivescustomerloyaltyandreassuresreadersthatyouareavailableiftheyneedyou.Avoidsendingcustomersonatreasurehuntjusttofindawaytoaskyouasimplequestion.Thiswillleadtofrustrationandsendthemintothearmsofyourcompetitors. 7.Concludewithacall-to-action. Youshouldwrapupyourwelcomeemailwithacall-to-actionthatenticescustomerstobegintheonboardingprocess.Afteryou'vedemonstratedyourcompany'svaluesandexplainedhowyou'regoingtohelpthemachievetheirgoals,customerswillbeeagertogetstarted.So,makethingseasierforthembyprovidingabuttonattheendoftheemailthattriggersthefirststepintheonboardingprocess. Here'soneexampleofwhatthiscouldlooklike. HowtoWriteanEmployeeOnboardingWelcomeEmail Theonboardingprocesshasahugeimpactonhowthenewemployeesfeelaboutyourcompany,soit'simportanttogiveitthetimeandenergyitdeserves.Oneoftheimportantpartsofthisprocessistheonboardingwelcomeemail.Ithastomatchthecompany’stoneandoutlinealltheexpectationsyouhaveforthenewemployee.Ifthisisyourfirsttimewritinganonboardingemail,you’llfindthefollowingstepshelpful. Herearethestepstofollowwhenwritinganonboardingemail. 1.Decideonthecontentofyouronboardingemail. Beforeyoustart,it'simportantthatyouareawareofthecontentofanonboardingwelcomeemail. Thecontentsaregoingtovarybasedontheconditions.Forexample,anemailonboardingremoteemployeesiscompletelydifferentfromanonboardingemailforanemployeewhowillworkonsite. Foranonsiteemployee,theonboardingemailshouldinclude: Welcomeevents First-dayschedule Arrivalinstructions Howtoaccesstheirworkstation Breakroomdetails(wheretowarmlunch,getcoffee,etc.) Dresscode Whatthey'rerequiredtobring(passport,ID,socialsecuritywork,oranyotherpaperwork) Parkinginformation Contactinformation Foraremoteemployee,thecontentmayinclude: First-dayschedule Contactinformation Signupdetailsforcollaborationtools Welcomevideoconferencemeeting(timetobeheld) Again,youcanchangethecontentbasedonyourcompany'sneeds. 2.Decideonthetoneyouwanttouseinyouremail. Thenextthingyouneedtodecideonisthetoneyouwanttouseinyouronboardingemail.Doyouconsideryourcompanyfriendly,casual,orsuperformal?Whateveryouransweris,itshouldreflectonthetoneoftheonboardingemail.Thisgivestheemployeeanideaofthekindofworkplaceenvironmenttheyshouldexpect.Italsosetsthetoneforhowyournewemployeeisexpectedtousewhenrepresentingyourbrand. 3.Draftyouronboardingemail. Thenextstepistodraftyouronboardingemail.Whilethetoneofyouremailmightchangetofityourneeds,hereisanexampleofatemplateyoucanuse. Dear[Employee'sname], Weareveryexcitedtowelcomeyouto[companyname].PleaseremembertocarryyourIDtogeteasyaccesstoourpremises.Weexpectyoutobeintheofficeby[time],andourdresscodeis[formal/supercasual]. At[companyname],weprideourselvesoncreatingthebestenvironmentforouremployees.Asyou'llsee,ourteamhasalreadypreparedyourworkstationforyouandsetupyoursoftwaretomakeyourfirstdayeasy.You'llalsobegivenaccesstoyourdesignatedparkingspot,acustomizedcompanybag,t-shirt,andmugs,amongothergoodies. Ourteamhasalsoplannedallthedetailsforyourfirstweektoensureyousettleeasily.You'llreceiveadocumentwithyourscheduleandagendasforyourfirstweekfromHRwhenyouarrive.HumanResourceswillalsohelpyoufillintherequiredpaperworkandanswerallyourquestions.AfterthemeetingwithHR,you'llbeassignedamentorwhowillshowyoutheropesinourcompanyandhowwegetthingsdone. Ourteamisexcitedtomeetyouduringthe[plannedevent]. Ifyouneedanyclaritypriortoarrival,pleasereachouttomebyphone[phonenumber]oremail.I'llbemorethanhappytohelp. Welcometothe[companyname],[employeename].Wearelookingforwardtoworkingwithyouandwatchingyougrowandsoartogreaterheights! WarmRegards, [yourname] [yoursignature] 4.Edityouremail. Afterwritingyouremail,makesureyoueditittoensureyouincludeallthenecessarydetails.YoucanalsousetoolslikeGrammarlyforanygrammaticalerrors.Youcanalsohaveacolleaguedouble-checktheemail.Remembertoattachanynecessarydocuments,links,orimagesassupplementalinformation. 5.Sendorscheduletheemail. Lastly,sendtheemailorscheduleittoensureitisreceivedinatimelymanner.Forexample,youwanttoavoidsendinganonboardingwelcomeemailonSundayevening,whichmaygivethewrongimpression. ThiswillallowthenewEmployeetobepsychologicallypreparedandfindthenecessarydocuments. MakeaGreatFirstImpression Bottomline?Whetherit'sin-person,overthephone,orbyemail,firstimpressionsmatter.Yourwelcomeemailisoftenthefirstchanceaprospectivecustomerorcontacthastoseewhatyourbrandisallaboutandifyoudon’tstickthelanding,they’lllikelygosomewhereelse. Luckily,writingagreatwelcomeemailissimple.It’snotnecessarilyeasy,butifyoufocusonwhatmatterssuchascompellingsubjectlines,greatcontent,personalizedoffers,andalways,alwaysawaytoopt-out,yourfirstimpressioncanhelplaythegroundworkforlong-termrelationships. Editor'snote:ThispostwasoriginallypublishedinApril2016andhasbeenupdatedforcomprehensiveness.   OriginallypublishedJul28,20227:00:00AM,updatedJuly282022 Topics: EmailDesign CustomerOnboarding EmailMarketingTools Don'tforgettosharethispost! 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