How to Write Welcome Email to New Client? The Best Practices with Samples

Artem Tunik -

welcome email


If your business is based on getting personal relationships with your customers, you need to pay even much more attention to creating a welcoming email. It helps not only to acquire new clients but to provide them with valuable info on your service or a product and encourage staying with you. You can use this tool to do the following:

  • show that you know customers’ main concerns;
  • introduce your company and services;
  • display the value of your offer to the clients;
  • provide the contact info for any case.

Using personal tone will help you to build strong relationships and connections with your audience. You need to make them comfortable with choosing your offer.

To succeed you need to learn more about types and main constituents of the good welcoming letter. At the end of this article, you will learn great examples of such emails for your inspiration.

Types of Welcome Emails

As long as you face various situations in the internet marketing, there are a few different types of welcome emails for each case:

  1. General. It is delivered when the person signs up, subscribe or buy something from your website.
  2. Newsletter Subscription. It is aimed at the getting leads, growing the audience, engage the clients and advertises your services or products.
  3. Personal outreach. This email is sent automatically from the particular person from your company to the new signups. This is a common approach for startups.

Also, there are two more welcome email types that are not often used but still exist and you need to know them:

  • free sample – email where you offer the person some free stuff in exchange for their email address or some other info or action;
  • invitation – when a member of a group invites other teammates to try the offered services or products.

Tips for Creating Perfect Welcome Emails

It is not an easy task to create a message that will serve you to its fullest. However, we have collected some basic recommendations to increase your chances for success. Imply them in your writing process and watch the results.

  • Be Thankful to the New Subscribers

This is the first thing you need to do while reaching your subscribers with this email. They have joined you and you show them your gratitude for their trust. “Thank you” is one of the most powerful elements of many good welcome email examples. It shows that it has been written by a human and it leads to stronger relationships eventually. When receivers see your appreciation they will be more loyal to your brand.

The good practice is to use personalization in the “Thank you” part. Adding receiver’s name you will get more attention and reach higher engagement. Also, it will look like you are writing to the particular person, not just an average subscriber.

  • Provide the Promised Rewards

Do you encourage people to sign up for some perks, special offers, and free stuff? If it is so, then you need to provide the receiver with it. The principle is simple – if you promise something, you provide it. Otherwise, you risk losing the trust of your subscribers and eventually losing them as well.

If you do not use such kind of incentive, try to think about starting doing so and create proper subject lines. This will not only encourage subscribers to stay with you but also show you care about them by providing them with a decent reason to sign up.

  • Set Expectations

You need to prepare your subscribers for their future experience and to inform them what to expect from you. You can describe the type of emails you are about to deliver to them. Inform receivers about the schedule of your newsletters. Or you can send them informational emails every time you provide a special offer. Maybe you will decide to show them new features of your service or new products. Write about everything you consider important.

That is how you start building strong relationships with your audience and prepare them for the type of collaboration you are about to have. Also, you will decrease the number of spam complaints as your receivers will not be surprised with your letters.

  • Introduction

Tell your story to the subscriber (shortly). In the welcome email to new client explain what you are doing considering business and show your personality as well for creating a base for future relationships. As soon as your audience get to know you and your brand, they will more likely to buy your product, service or provide any other type of conversion.

You can start with an interesting fact or short story about your business. Explain your goal and why you consider your product or service important to the world. This will bring you to the upper level considering the connection with the audience.

  • Ask for Whitelisting

This means that your subscribers add your email to their address book. This approach is important for improving your deliverability rates and minimizing chances for getting into spam while sending a welcome email to a new customer, as you will become a trustworthy resource for the subscriber’s mailbox.

The good welcoming letter can contain not only the request but also clear instructions on how to do so. Sure thing, you need to display perks of this action to the subscriber. For instance, the person will not miss any updates, offers or valuable information.

  • Add Contact Info and Social Links

This element is important in case the subscriber decides to reach you in another way. This is proved by numerous welcome email series examples. And providing your subscribers with the opportunity to reply to your messages will help you to get to know your audience better.

Social links are crucial as well. Add links to your Facebook page, Instagram or Twitter accounts, and other social networks. The receivers will be able to follow you there and stay tuned. The thing is that if they have signed up to your letters, they will be likely even more happy to follow your social profiles.

Standout Welcome Email Samples

The following samples of real welcome emails collected by the Hubspot experts and adopted by ours. Study them; define remarkable features and outstanding elements.

1) Kate Spade


When it comes to the signing up, you need to realize that it is a big deal when the person chooses to subscribe to your emails. You need to show your appreciation to the new subscribers. Follow the Kate Spade’s example and simply write “Thank you” to them. The main message is bolded and clear. Also here we can see not only the words of gratitude but also special treat like a discount, which supports your message of appreciation.

2) Virgin America

This example shows how you can introduce your business features and remarkable aspects of your brand to your audience. Virgin America reveals their feelings about joining of the new subscriber with the special “I love you” symbol. This makes the receivers feel the care of the company and people behind the brand. The entire message is supported by the call-to-action element.

3) Michaels

Here we can see the combination of two previous welcome email best practices. Gratitude is included here as well. However, Michaels uses the welcome email to display their brand. And it is the real thing, as we can observe how the email itself can be a one big arts and craft project. All the cute elements like chalkboard, paint, and yarn make it look like a real physical object.

Also here at once, we can see the value of the future communication that the company now encourages. At the end of the letter, there is some clear info on the type of content the subscribers will receive.

4) InVision

After signing up for the InVision’s app, users get the message that clearly describes the next stage that means using the application. They decided not to simply write a list of actions required for placing the order. The series of short video-guides was a great idea. Interactivity and visualization can make the subscribers feel closer to the product.

5) Food52

In this sample of a welcome email, every detail plays a great part in brand introducing. The text “We brought shacks” really does so. This sentence is displayed as a preheader – the part of the body that is shown in your mailbox next to the letter’s subject line. So keep in mind using this feature to start introducing your business immediately. Smiling faces in this welcome email build a trust and encourage staying.


No, every effective welcome email can have a beautiful design. However, the effectiveness depends on other criteria, as we see in this sample of the welcome email.

IKEA does not sell in the welcome emails and there is no need to introduce the business – almost everybody knows what IKEA is about. So they decided to use this opportunity to engage subscribers in another activities and programs that are not well-known enough. For instance, here we can see the call-to-action element that highlights the perks of their membership. Also, there are invites to check out their design blog and to take part in “Share Space” site.

In case you are not interested, there is a special button for logging in that allows going shopping.

7) Drift

This is a great example of a minimalistic welcome email to a client that even can be used as a template. There are no any images, videos and other elements of design. The letter starts with fare statement. It is followed by a list of popular posts on company’s blog. The product is mentioned only in the end, like a short post-script. You can follow this sample if you want to learn how to write short, non-pushy and clear messages.

Get Benefits from the Existing Welcome Email Samples

As you see, such emails help to solve many issues and are very useful for your business and reputation. That is why you need to follow the given guidelines and best practices to create your own suitable sample welcome email for a new customer. Keep in mind your business specifications and the peculiarities of your target clients to send the right message to them.


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