10 exceptional welcome email examples you can steal (and why they work)

Every time a new subscriber joins your email list, they’ve let you into what’s arguably the most personal space on the internet: their email inbox.

It’s where you can have one-on-one conversations with them, hear about the problems they hope to solve and personalize everything you send them.

But to get that exclusive invitation, just like with anything in life, you need to leave a solid first impression. That’s what welcome emails are for. A well-crafted welcome email helps to bridge the gap between your signup form and your future emails and convince your new subscriber they’re in the right place.

Welcome emails can be intimidating to write, so in this guide, we’re diving into examples from creators like you, welcome email templates you can swipe, and tips to make them your own.

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What is a welcome email and why is it important?

A welcome email is more than just a generic “thank you for signing up” email. It gives you the space to introduce yourself—the creator—and set subscriber’s expectations of your upcoming emails.

A welcome email lands in your new subscriber’s inbox anywhere from mere seconds up to one day after subscribing through your form or landing page (or confirming a subscription if you use double opt-in).

Welcome emails are a standard practice in ecommerce newsletters and software subscriptions. They introduce the company, set the tone for the newsletter, and often offer a discount code or a subscriber-only offer, like Huppy does:

Welcome email
Welcome email from Huppy. Image via Really Good Emails.

But welcome emails aren’t valuable just to large companies; here’s why they matter for creators, too.

1. People are in the right mindset to hear from you shortly after subscribing

New subscribers are excited about the promise you made on your landing page or your signup form—a freebie you promised or the next edition of your newsletter.

It’s the perfect time to deliver more than just your lead magnet in their inbox. Welcome emails are the ideal format to introduce yourself, your work, and how they can benefit from it. It warms subscribers up for all your future content.

It’s no surprise welcome emails have the highest open rate of all emails: 53.3% for subscribers who signed up on landing pages, and 65.8% for those that joined through an embedded opt-in form.

Welcome email
Open rates for various types of emails. Image via ConvertKit.

This makes welcome emails an ideal opportunity to sprinkle in some extra value for a new subscriber (you can borrow ideas from examples below) and set the stage for what’s coming.

2. You can guide all types of subscribers through the same journey

Some of your subscribers will sign up after months or years of following you on social media, reading your blog, or hearing you on podcasts.

Others subscribe after a minute of Google searching, having never heard of you before.

A welcome email is a chance to bring all types of subscribers to the same level of knowing you. Your story, background, goals, and best content introduce you to people who are just getting to know you and solidifies your image with those who’ve followed you for a while.

3. You can turn one-way emails into personal conversations

Emails take your audience from noisy social media feeds to individually curated inboxes. Whether it goes out to 15 people or 15,000, an email feels personal.

This makes welcome emails an excellent opportunity to ask questions and encourage replies. Show genuine curiosity and take the chance to get to know your subscribers.

And some extra encouragement: Monica Lent, the creator behind the Blogging for Devs newsletter and community, saw a 25% response rate to her welcome email in the first few weeks of launching her free 7-day course.

Welcome email
Replies to the Blogging for Devs welcome email. Image via Monica Lent.

Breaking down 10 of the best welcome email examples from creators

Welcome email

Want to see what some of the best welcome emails look like? We combed our inboxes to find these 10 welcome email examples from creators just like you and dissected them into building blocks.

Here are the blocks that make up the anatomy of a welcome email:

  1. Thank you/welcome note
  2. A reminder of why the subscriber is receiving this email (optional: share a link to the download they signed up for again)
  3. Your backstory/about you
  4. Your newsletters main topics, focus, and frequency
  5. Your core values
  6. Question(s) for subscribers to answer—for example, “Why did you subscribe?”
  7. Prompt to add your email as a safe sender
  8. One or more links to your most popular content
  9. One or more links to your other platforms (blog, YouTube, social media)
  10. Prompt to invite friends to sign up for your newsletter
  11. Note on what’s coming in the next email (if part of a welcome sequence)

You’ll see different orders and combos of these blocks in the examples that follow.

Dive in to get inspired and apply these principles to your own welcome email.

1. Ann Handley: Total Annarchy newsletter

Ann Handley is a digital marketing OG. She’s the founder of MarketingProfs, the author of Everybody Writes, a keynote speaker, and a creator of the Total Annarchy newsletter.

Her welcome email is focused on learning what her subscribers want to learn from her:

Welcome email
The Total Annarchy welcome email.

The subject line welcomes subscribers and announces a question. Here’s how Ann structured this welcome email:

  • A thank you note
  • The frequency and general topics
  • Questions: “Why did you subscribe? What do you want to learn?” followed by a prompt to reply to the email
  • A prompt to list her a safe sender
  • Links to her top posts

Short, to the point, and effective.

A bonus element is a headshot of Ann’s smiling face—it adds a personal touch and warmth to this welcome email.

2. Monica Lent: Blogging for Devs newsletter

Monica Lent runs Blogging for Devs, a newsletter and community for developers who want to grow their blog.

New subscribers join her newsletter by signing up for a free 7-day email course, after which they receive this welcome email:

Welcome email
The Blogging for Devs welcome email.

The subject line is a direct question to learn why a subscriber joined. The structure of the welcome email then follows:

  • A thank you note
  • The general topics for the newsletter
  • Questions: “Why did you sign up? What’s your motivation for blogging?” followed by a prompt to reply to the email
  • A prompt to list her as a safe sender

This feels like an email from a friend, thanks to its conversational style and minimal formatting. Monica’s signature is a nice touch.

3. Khe Hy: RadReads newsletter

Khe Hy is the founder of RadReads, a newsletter and blog about living an intentional life. Khe’s newsletter reaches more than 27,000 people every week.

Before getting the first weekly newsletter, each subscriber first receives this welcome email from Khe:

Welcome email
The RadReads welcome email.

The subject line is a simple “Welcome to RadReads,” and the email is structured as follows:

  • A welcome note
  • Three paragraphs of Khe’s backstory
  • Announcing the frequency and structure of the newsletter
  • Questions: “What’s important, but not urgent in your life? What’s a fun fact about you?” followed by his own answers to those questions
  • A note he replies to all emails
  • A link to his most popular guide on the blog

Khe’s email might be longer than many of our other examples—but that extra content helps bring his audience to the same level. After this email, you know an important element of Khe’s story even if you haven’t heard its long version in a written interview or a podcast.

4. Jules Acree: Om & The City newsletter

Jules Acree runs Om & The City, a blog and YouTube channel focused on mindful lifestyle, down-to-earth wellness, and sustainable living.

Her welcome email focuses on her core beliefs and goals with the newsletter:

Welcome email
Om & The City’s welcome email.

Jules also uses a straightforward subject line, “Welcome to Om & The City,” and this is what you can find in her welcome email:

  • A thank you note formatted as handwritten text, next to a photo of Jules
  • A welcome note
  • Announcing the main focus of Om & The City
  • A list of what Jules believes in/stands for
  • Announcing the newsletter frequency
  • Links to other platforms: blog, YouTube, TikTok, and Instagram

Jules’ welcome email is airy and brief. Intentional wording like “down-to-earth wellness” and “sustainable habits” mixed with whitespace and earthy tones allows subscribers to feel they’re in the right place.

5. Bastien Siebman: Minimalist Work newsletter

Bastien Siebman is an Asana solution partner who built dozens of tools and resources for Asana users. He shares them through Minimalist Work and Templana.

His welcome email looks exactly like an email from a friend would, with plain text, a few short paragraphs, and minimal formatting:

Welcome email
Bastien Siebman’s welcome email.

The subject line makes it clear this email introduces the newsletter. From there, the email contains:

  • A reminder of why you’re hearing from Bastien
  • The goal of the newsletter, with a link to a LinkedIn profile
  • The frequency and topics for future emails, and a note this is a welcome email series
  • A note on the tone and style of the newsletter
  • A link to a popular guide

This welcome email reflects what it announces: a personal style of emails without images or aggressive selling.

Links that point subscribers to LinkedIn and an Asana guide are a great way to keep subscribers engaged until the following email in the welcome email series.

6. Ashley Greeno: Ten Thousand Cookies newsletter

Ashley Greeno runs Ten Thousand Cookies, a baker teaching baking and decorating basics.

When you sign up for her Royal Icing 101 guide, it lands in your inbox in just moments. Then, a couple minutes later, you’re greeted with this welcome email:

Welcome email
Ten Thousand Cookies’ welcome email.

The subject line reinforces the freebie you signed up for and welcomes you. Then, you can find the following in the email itself:

  • A thank you note
  • A short introduction to Ashley
  • Another link to the Royal Icing 101 guide
  • A photo
  • An invitation to the Facebook group
  • Encouragement to invite friends to sign up, too
  • A note that more emails are coming as part of a welcome email series

Ashley’s email reveals why serving her audience brings her joy. She also aims to deepen her connection with her subscribers by engaging with them in her Facebook community.

7. Kat Boogaard’s newsletter

Kat Boogaard is a freelance writer with clients like Trello, QuickBooks, and Toggl. She also educates creative freelancers on starting and growing their own businesses.

Freelancers can subscribe to her newsletter for insider freelancing tips, roundups of freelancing gigs, and other useful links, after which they receive this welcome email:

Welcome email
Kat Boogaard’s welcome email.
  • She thanks her subscribers right in the subject line, and continues in the email body with:
  • A thank you note
  • A link to a PDF with her top freelancing tips as a thank you for signing up
  • A link to her website
  • A P.S. with a link to her Facebook group and encouragement to email her with questions

Kat keeps it focused and to the point. Every newsletter she sends is a goldmine of freelancing resources; this welcome email shows a taste of what’s coming and keeps subscribers excited until next Friday.

8. Benjamin Houy: French Together newsletter

Benjamin Houy is the founder of French Together, a blog and course for people who want to learn French. His readership counts more than 350,000 people.

Upon signing up to free weekly lessons with audio recorded by native speakers, his new subscribers receive this welcome email:

Welcome email
French Together’s welcome email.

This email is part of a welcome email series that delivers four rules to learn conversational French.

Benjamin’s email only has one building block: an introduction to Benjamin and the story of how he went from an overwhelmed, unsuccessful language learner to a confident one. It introduces the 80/20 language learning method he uses to teach French and prepares subscribers for upcoming emails.

This is an excellent example of setting the stage for what your blog and educational content stand for, your approach to the topic, and what to expect going forward.

9. Anne-Laure Le Cunff: Maker Mind newsletter

Anne-Laure Le Cunff runs the Maker Mind newsletter, which is part of Ness Labs, a platform providing neuroscience-based content, community, courses, and coaching.

When you sign up to the newsletter, here’s the email that welcomes you:

Welcome email
Maker Mind’s welcome email.

The subject line reinforces the newsletter’s name—a great call considering every email Anne-Laure sends is titled “Maker Mind: [topic].”

Here’s the structure of the Maker Mind welcome email:

  • A thank you note
  • Introduction to Anne-Laure and her goals
  • The newsletter focus and frequency
  • A list of five popular articles on the blog
  • A prompt to reply to the email with topic suggestions and feedback

Anne-Laure is an exceptional writer with mind-blowing consistency; she publishes up to 12 articles each month. The Maker Mind newsletter is a superb way to keep up with her content, and this welcome email does an excellent job priming the subscribers for rich weekly emails.

10. Brian Dean: Backlinko newsletter

Brian Dean runs Backlinko, a popular blog and newsletter with SEO guides and case studies.

Here’s what lands in your inbox after you sign up:

Welcome email
Backlinko’s welcome email.

The subject line is playful; it’s not that weird to ask people why they subscribed. But Brian Dean tests everything, so I’d assume he tested this subject line and found it works well.

The email body itself is simple:

  • A short (two sentences) overview of the type of tips he’ll share
  • Two links to existing articles
  • A question: “What do you want to learn from Backlinko?” with encouragement to reply even if a subscriber doesn’t have a specific one
  • A note more actionable content is coming

Brian’s welcome email reflects his writing style: concise, to the point, and with short paragraphs. That’s exactly what his newsletters and his blog posts look like, and this welcome email introduces that.

3 welcome email templates you can swipe

Excited to write your own welcome email? We have a few welcome email templates to kickstart your writing process.

Grab the welcome template you like most, fill in the blanks, and adjust it to your own writing style, tone, content, and audience.

Welcome email template #1: The speedy survey

Welcome email template

Hey [subscriber name],

Thanks so much for joining the [newsletter name] newsletter! I’ll be in your inbox [frequency; e.g. every Friday, twice a month] with tips on [topics].

My goal is for this newsletter to [outcome; e.g. help you hit your income goal, motivate you to start new habits].

While you wait for the next edition of the newsletter, hit ‘Reply’ and let me know:

Why did you subscribe to my newsletter? What do you hope to learn?

I read and reply to every email, and I can’t wait to hear from you.

Thank you again, and welcome!

[Your name]

Welcome email template #2: The personal prologue

Welcome email template

Hi [subscriber name],

Welcome to the [newsletter name] newsletter! You’re receiving this because you signed up for [lead magnet].

[Topic] has a special place in my heart. [Add 2-3 sentences about your backstory and how you got to this place.]

With this newsletter, I want to help you [describe the outcome]. Every [frequency; e.g. Friday, week, month], I’ll send you [briefly describe the content of your newsletter; e.g. hand-picked links on a topic, my best tips, etc.].

In the meantime, jump into these popular resources:

  • Link 1 [link to your popular blog posts, videos, interviews]
  • Link 2
  • Link 3

And if you have any questions or suggestions, hit ‘Reply’ on any of my emails, or reach out to me on [Twitter/LinkedIn/Instagram with a link].

Chat soon,

[Your name]

Welcome email template #3: The cheerful catalog

Welcome email template

Hey [subscriber name],

You’re in! Thank you for joining the [newsletter name] newsletter. Here’s the link to your [lead magnet] again.

You’ll see me in your inbox [frequency; every Monday, every week, etc.] with [tips/resources] on [topic].

If we haven’t met, [add 2-3 sentences about your backstory and how you got to this place.]

While you wait for the next email, jump into this [popular guide/resource].

Want to catch up in other places? Check out my:

  • Blog for [type of content]
  • Instagram for [type of content]
  • YouTube for [type of content]
  • [list all relevant platforms and the type of content you post there]

See you there,

[Your name]

P.S. Be sure to add [your email address] to the safe senders list—it helps make sure my emails don’t end up in Spam or Promotions!

Best practices for welcome emails that work

With welcome email examples and templates at your disposal, here are some tips to take away and make your welcome emails excellent.

1. Focus on your welcome email subject line

Welcome emails can serve as an excellent reference email for months or even years to come. That’s why it’s key to make them easy to spot.

Here are a few subject line templates you can use:

  • Welcome to [newsletter name]!
  • Welcome! A quick question for you
  • What brought you to [newsletter name]?
  • [Freebie name]: Let’s do this!
  • Thanks for signing up to [newsletter name]!

A good subject line for your welcome email will also make it stand out from all the other emails your new subscriber receives that day. It reassures them they’re in the right place and nudges them to open it so they can learn what’s next.

2. Combine building blocks to write your best welcome email version

You can swipe any of the templates we shared with you earlier, but you can also take the architect approach to writing your welcome email.

Remember the list of welcome email building blocks from our introduction to examples? Go back to that list and pick the blocks that resonate with you.

Do you want to drive new eyes to your most popular content? Get to know your subscribers better? Share your core philosophy? Mix and match the perfect blocks for your welcome email.

3. Tailor your welcome email to your subscriber source

Can people join your email list from multiple sources, like different landing pages, lead magnets, and opt-in forms?

If so, consider creating different welcome emails for different subscriber entry points.

For example, you can have these two subscriber pathways:

  • A generic newsletter opt-in form: a welcome email that introduces the overall focus of your content
  • A landing page for a specific subtopic: a welcome email that briefly introduces you, then doubles down on that subtopic and shares other content on that subtopic

This is easy to do with ConvertKit’s visual automations, and it only takes a few minutes to set up.

4. Create a consistent experience

Make sure you’re consistent between three critical segments of your subscriber journey:

  • The landing page or the opt-in form they signed up through
  • Your welcome email
  • Emails that follow after the initial email

Consistency doesn’t just imply regular frequency but also matching design, tone, formatting, and writing style.

If you jump between plain text and colorful templates or between jokes and a formal tone, you’ll confuse your subscribers. Some experimentation is a-okay, but stick with one approach when you find what you like.

(And if you do decide you’re making a significant change in writing style—especially around the focus of your content—it’s worth making a note of it in your newsletter so your subscribers can stay up to date.)

ConvertKit’s library of visual templates (and visual editor to adjust templates to your liking) makes it easy to stay consistent with your design and formatting.

5. Keep things personal

Finally, your welcome email should have the “Hello, new friend!” feeling to it rather than the “I’m about to overwhelm you with promotional, salesy emails” one.

This comes from the mix of your tone of voice, email design, and even things like emojis. Write your welcome email as if you’re writing a personal note to a friend—not like a highly branded marketing email.

Remember: even though you’re sending your email to dozens, hundreds, or thousands of people, you’re actually writing to one. Make sure it feels like it.

Create your first welcome email in ConvertKit

You have the examples to inspire you, the copy/paste templates, and the best practices to help you stand out with your welcome emails.

The last step is to jump into your email marketing tool and put this all into practice. Don’t have one? Grab a ConvertKit account made for creators just like you and explore what you can do for your audience.

The post 10 exceptional welcome email examples you can steal (and why they work) appeared first on ConvertKit.

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