I’m going to say something that might upset a few people, but here it is: I’m still disappointed with most of the welcome emails I receive. Not because I expect every brand to succeed, but because this moment, this very moment, is such a rare opportunity.
One person was so interested that they raised their hand and said, “Yes, I want to hear from you.” And instead of indulging that curiosity, most marketers squander it with a boring “Thank you for signing up” and a promise of more emails at some point in the future.
That moment right after registration? This is the subscriber honeymoon. It’s short, it’s impactful and it’s when your new subscriber pays attention. You are curious. They are open. They’re literally waiting to see what you’re going to say next. And your welcome message, your first impression, can either reward that attention or silently close the door.
The same applies to welcoming a new employee. You said “yes” to your organization, probably after weeks (or months) of interviews, decisions, and excitement. This initial onboarding message is not just logistical. It is an emotional property. It’s your opportunity to validate their decision, calm their nerves, and set the tone for what working with you will feel like.
Whether you’re writing to a new subscriber or a new team member, the welcome email is more than a formality. It’s a moment. And you only have one chance.
Table of contents
What is a welcome email?
A welcome email is the first message a subscriber receives after signing up – your digital handshake. It confirms their subscription, sets expectations and gives them a quick insight into your brand’s appeal and value. It’s not just polite; These are prime properties to make a strong first impression and set the stage for engagement.
Pro tip: Use HubSpots free email marketing software to easily create a high-quality welcome email sequence like the ones listed below.
The components of an impressive welcome email
1. Clear value statement (features → advantages → benefits)
If you’ve ever clicked “unsubscribe” after a boring “Thanks for joining” message, you already know the pain of a wasted welcome email. Your first message should do more than just wave “hello.” It should prove your worth.
Start with feature (what you get), follow with benefit (why it’s important), and end with benefit (why it’s better than other options). This structure is not only tidy, it is also convincing. The goal? Make subscribers feel like they just made a smart decision by joining your list. Because they did.
Pro tip: Use real user language from surveys or reviews when describing benefits. This keeps things grounded and customer-centric – and is more likely to resonate.
2. Warm, on-brand tone
No one wants to feel like they just received an automated shrug from a robot. Your welcome email should sound like you: warm, authentic and human. Even if your brand is heavily corporate, now is the time to loosen your tie and let your personality shine through. A touch of humor? Yes. A short anecdote or “That’s what drives us”? Even better. The tone should feel like your best salesperson just walked into the inbox with a smile, not a pitch.
Pro tip: Read it out loud before sending. If it sounds like something you would never say in real life, rewrite it. The inbox doesn’t tolerate boredom.
3. Setting Expectations (What’s Next)
This is where you come to the question “Wait, why am I getting this?” one step ahead. Moment. Be clear: How often do they receive emails from you? What type of content will you send them? When can you expect the next one?
Setting expectations upfront builds trust and reduces unsubscribes. Not to mention, it will save you from the wrath of subscribers who feel spammed after two perfectly normal messages. The more transparent you are, the more control the reader has. That’s a good thing.
Pro tip: Use a short bulleted list or a bold section heading like “What to Expect” so scanners will recognize it.
4. Compelling, bulletproof call to action
If your welcome email doesn’t have a clear next step, you’re letting engagement fall by the wayside. Whether you’re reading a blog post, filling out a preference center, or grabbing a free gift, every welcome email should contain a single, strong call-to-action (CTA).
Make it prominent, compelling and – here’s the kicker – bulletproof. Meaning: Don’t rely on pictures. Use HTML-style buttons that show up even when images are blocked (which is often the case, by the way).
Pro tip: Treat your CTA like a headline. Make it benefit-focused (“Get your first wellness tip”) rather than directive (“Click here”).
5. Responsive design awareness
Your subscribers read emails on phones, tablets, and desktops. This welcome email needs to look good everywhere. Leverage fluid layouts, mobile-first coding practices, and test your design on multiple screen sizes. At the very least, make sure the fonts are readable and the buttons are tappable. Because nothing kills a first impression like a squinty-zoom scroll-fest.
Pro tip: Before sending, run your email through a mobile preview tool or test it in multiple email clients. What looks good in Gmail may look broken in Outlook (sigh).
Examples of outstanding welcome emails
So what does a great welcome email look like?
I’ve put together some standout examples of welcome messages, including confirmation messages, thank you emails, and proposal templates, to help you with your customer onboarding process from start to finish – and leave a great impression along the way.
1. PepTalkHer
Type of greeting: confirmation
While many subscribers click send to resolve an issue, positivity in a welcome email is key. This organization supports women on their path to equal pay.
It might be tempting for this email to start with emotive language or statistics showing how big the gender pay gap problem is.
Instead, PepTalkHer shows its understanding of this Target group. This email is about the support, value and overall awesomeness of the community.
Useful links to social media and website channels are also added. This makes it easier to start every registration.
What I like: I find it amazing that this email focuses on the benefit it brings to the reader. This creates a sense of belonging and promotes long-term commitment.
2. Swipe files
Type of greeting: New customers
There’s nothing like a personal welcome email to make an impression on new subscribers. I believe that good writing means good thinking, and this welcome email is a great example of that idea.
This message reads authentic, friendly and curious. It uses direct language, easy-to-read paragraphs, and simple CTAs. This shows each subscriber what they are getting into with their subscription and leaves them wanting more.
What I like: This email is more of a personal letter from the founder and less of a welcome email. That is what sets it apart and makes it attractive to the reader.
3. Oui the people
Type of greeting: discount code
I think powerful graphics are a great way to make a strong first impression.
After you sign up for skincare brand Oui the People’s mailing list, the welcome email that arrives in your inbox is a beautiful visual statement that showcases the brand’s vision and personality. Bold type is then used to make a compelling offer.
The copy below not only matches the atmosphere of the opening image, but also reinforces it.
“Together, we go against the grain of traditional beauty to create (damn good) products that feel like they were designed just for you and all your glorious complexity. Life-changing, not you.”
The one-two punch of graphics, CTA, and text makes it difficult not to engage with this welcome email.
What I like: I like how the expressive and poetic text perfectly complements the visual elements of the email and underlines the brand’s unique vision and values.
4. Monday.com
Type of greeting: video
From the subject line to the conversational tone of the email body, the welcome email at the top remains friendly and simple, keeping the focus on the introductory video within.
Monday.com is a task management tool for teams and companies. The welcome email you receive when you sign up will make you feel like a CEO because Roy Man is speaking directly to you.
What I like: I like how the email even personalizes the opening greeting by using the recipient’s first name, which is what you’re known for Increasing email click-through rates (especially if the name is in the subject line).
In my experience, the more you make your email sound like a personal conversation between you and your subscriber, the better.
If you only want to give your new customer so many details, follow Monday.com’s lead and embed a video instead of spelling them all out in the email itself.
5. Kate Spade
Kind of greeting: Thank you
Let’s face it: Internet users are constantly bombarded with requests to sign up and subscribe to all types of email communications.
So, as a brand, if someone takes the time to sift through all the chaos and intentionally sign up for your email communications, that’s a big deal.
To acknowledge how grateful they are to people who actually take the time to sign up, Kate Spade uses a simple but effective tactic in their welcome emails. They say “Thank you” in big, bold letters.
What I like: Honestly, I’m a big fan of how this email looks. The envelope graphic – which essentially simulates the joy of receiving a physical thank you letter – is a clever and visually appealing way to draw attention to the email.
6. Munk Pank
Type of greeting: About us
Munk Pank’s welcome email tells you why the company was founded. This is a healthy snack shop founded by a husband and wife team.
In their welcome email, they mention that they started the company because they could never seem to find nutritious snacks that would energize them and keep them going.
In my opinion, this is an excellent version of a welcome email. The brand lets its customers know that they understand the issues they face and that they have experienced them. This helps build trust and belonging.
It also gives customers insight into what they can expect from their products.
The end of the email outlines the company’s mission to help them lead a healthy lifestyle.
I also like how this welcome email tells subscribers that they are joining a tribe that cares about their healthy eating and lifestyle, a mission that goes beyond snacks.
What I like: A personal message from the founder gives the product a face and recognizes the brand’s commitment to making people’s lives healthier.
7. Who gives a shit?
Type of greeting: product story
Who Gives a Crap is an organization that sells organic toilet paper with passion. I found their welcome email entertaining and informative in equal measure.
They list all the reasons why you should choose organic and environmentally friendly products. Then they sweeten the deal (pun intended) by mentioning that they donate 50% of their profits to global sanitation projects.
The email reminds the shopper that they can still get the toilet paper at the same price as in the supermarket. The welcome email also includes a compelling CTA: 10% off products for people who sign up to the email list.
For convenience, the company has added a “Shop Now” button so that if readers are convinced to purchase, they can do so with one click.
What I like: I like that the email is written in a completely playful tone and the message speaks very clearly to the company’s environmentally friendly principle and donation policy.
This creates a message that is both fun and informative and that someone will remember for a long time if it is their first experience with the company.
8. SAXX underwear
Greeting type: Free gift or offer
SAXX Underwear specializes in men’s underwear and the welcome email is very catchy and creative.
The subject line “Welcome to You and Your Balls” is just a taste of how the company uses a humorous and personable tone to connect with its audience.
Your welcome email is also visual. It demonstrates their comfort guarantee with images of models wearing their boxers. The welcome email also includes a 10% discount code for first-time buyers and directs them to their store.
What really stands out to me in SAXX Underwear’s welcome email is the tone of the copy and the careful, yet bold and memorable choice of words.
What I like: I am impressed by the brand’s sincerity in the first email introducing the refund policy.
Knowing that they can return the product very easily if they are not completely satisfied with the brand’s items makes customers who are choosing a product for the first time feel more confident and may try the products.
9. InVision
Type of greeting: Product demo
When you sign up for InVision’s free prototyping app, the welcome email makes your next step clear.
To help people use the InVision app, the company’s welcome email doesn’t just list what you need to do to get started. Instead, it shows you what to do through a series of short videos.
Given the visual and interactive nature of the product, this makes a lot of sense.
What I like: I find this welcome email particularly helpful. In fact, it provides a step-by-step guide for further interactions. This highlights the company’s user-friendliness and smooth onboarding process.
10. Incoming
Type of welcome: Registration for the event
Inbound attracts business people from all over the world. I believe this is why the event confirmation email is simple, easy to follow, and contains useful links to event information, help, and accessibility.
Keep scrolling and you’ll see even more useful additions, such as:
- Links to add the event to your calendar.
- Social media sharing buttons.
- Directions via Google Maps.
What I like: I like how this all-in-one welcome email approach ensures that attendees who want to join only see one email, but it contains everything they need.
11. Creative capital
Type of greeting: New donor
Nonprofit marketing can be challenging, but this email highlights endless possibilities. In this welcome email, Creative Capital donors receive a healthy dose of inspiration.
The email begins with an eye-catching GIF that combines the work of supported artists with bright thank you messages. It continues with a poetic message about the types of artists the organization supports.
This is a chance to inspire every donor. It reminds them who they are supporting with their donation and why this campaign has enormous value.
What I like: I really like how the animated GIF at the beginning of the email helps grab attention and set the tone for the rest of the message.
12. Baltic born
Type of greeting: customer loyalty
Regular customers can participate in more loyalty programs than they can count. That’s why it’s important that these welcome emails stand out and present a great offer.
The focus of this email from the start is on concrete rewards. Baltic Born’s reward system is then clearly explained. It continues with a button that forces the recipient to collect more points.
And the monochrome design is attractive but not distracting or overwhelming, making it easy to read on mobile devices.
What I like: The effective part of the email is that it tells everything about the loyalty program in a simple manner and provides simple guidelines on how to collect the points.
This makes it easier for me to engage with the brand and feel rewarded for my loyalty.
Welcome email templates
Need help executing your welcome email efforts? I’ve got you covered for free Welcome message templates that streamline the connection process.
Each template shows a different way to greet your customers. These examples make it easy to send a welcome email to meet your customers’ needs at their current point in the customer journey.
1. About us
An About Us welcome email introduces new subscribers to your company with a first-hand story. It gives you the opportunity to share who you are, what you do and what you stand for.
This helps you build a relationship with your subscribers, which can make them feel more invested in your brand.
I firmly believe that this is also an opportunity to set the right expectations about the content or benefits you offer your subscribers.
Hello (first name),
Welcome to (brand name). We are pleased that you support us in our mission (insert company mission or vision).
We started (brand name) to solve (insert problem your product or service solves) because (the origin story for your founder(s)). We want to inspire people to do this (insert major product impact overall).
We are constantly developing our product to meet our vision.
We believe (our product) will make a difference for you too, and we can’t wait to hear your story. Please feel free to reply to this email and tell us something about yourself and your goals.
Thank you for joining us on this journey. We look forward to your story.
I look forward to hearing more,
(Signature)
2. Product history
Product story emails showcase your product or service and give you the opportunity to educate and inspire through your greeting. A welcome email with a product story doesn’t just have to be about how you created your product. It can tell stories about:
- The problem that your product or service solves.
- Product advantages.
- The materials you use to make your product.
- Important product features.
This welcome email can help you increase brand awareness and improve customer retention and conversions.
3. Video
Video greetings are a quick and effective way to connect with new customers, subscribers or employees. You can highlight the people, culture, or messages that represent your brand in your video. Videos are also great for sharing:
- Product features and benefits.
- Tutorials.
- Promotions.
Video welcome emails can help your business stand out from companies that send text-only email communications. They’re also a quick way to get attention when starting a relationship with a new contact.
Welcome to (Brand Name), (Your Subscriber’s First Name).
We are pleased to share this video message (insert link to video). It will tell you a little bit about (the content of your video).
Watching this short video is just the first step towards achieving your goal (desired outcomes for the contact). Our team is always here to offer you the advice and resources you need.
Thank you for being part of the (brand name) community.
(Signature)
4. Free gift or offer
Free gifts and welcome offers provide new subscribers and customers with an enticing reason to engage with your brand. I think they can be very useful for creating urgency.
These welcome emails are also a great way to highlight personalized offers for the newest addition to your email list.
A free offer or exclusive gift can improve customer retention and loyalty and build anticipation for future offers.
Hey (first name) —
Welcome to (brand name)!
As the newest (and greatest) addition to our community, we’d like to give you a free (insert gift item). This is our way of thanking you for choosing us for your (product type) needs.
To claim your (offer), simply enter promo code FREEGIFT at checkout and your gift will be on its way to you.
Until then, if you have any questions or feedback, please reach out to (contact information). We are always there for you.
All the best,
(Signature or brand name)
5. Registration for the event
An event registration welcome email is key to the event registration process. This one message:
- Confirms successful event registration.
- Provides essential event logistics.
- Highlights speakers and other event details.
- Prepares participants for the event.
This type of welcome email is also a first step in contacting a customer. It builds trust and shows how they can benefit from further engagement.
Hello (participant name),
Thank you for registering for (event name). We can’t wait for you to be a part of this important event.
This email will contain your registration confirmation, venue, date and more.
- (Registration confirmation details)
- (name of participant)
- (participant’s email)
- (Registration type (e.g. VIP, general admission, etc.))
- (number of tickets)
- (confirmation code)
- (name of event)
- (venue)
- (date and time)
This session includes (featured panels, speakers, sessions). We have also organized meeting rooms and conference rooms for networking opportunities and contact with your colleagues.
You also have the opportunity to check it out (special events, exclusive offers for participants only).
Note: To attend the event you will need your confirmation code or ID. We have attached a PDF with further helpful tips.
If you have any questions about your registration, contact (Organizer) or reply to this email.
Thank you again for registering for (event name). We can’t wait to see you there!
Best regards,
(Signature)
6. Confirmation
Confirmation emails can sometimes seem cold or impersonal, so it’s important to add some welcome in this email too. A confirmation email assures your subscriber or buyer that they have successfully completed the registration.
It’s also an opportunity to share useful information so they feel more confident about what comes next.
For example, you may want to add order details, shipping, or the day of the week your newsletter appears.
Based on my understanding of the customer experience, personalizing this welcome email can go a long way in building trust with your subscribers.
Hello (first name),
Thank you for your (subscription) to (newsletter or brand name)!
There is only one more step to complete the process and join the (brand name) community of (term that describes your customers, e.g. business owners, rock stars, nature lovers). Click the link below to confirm your subscription.
With just one click, you’ll be the first to hear about our latest updates, products and resources. You also have access to high-quality content and support.
Thank you again for your subscription. We can’t wait to share and learn with you.
(Signature)
7. Free Trial
Your free trial welcome email is important because it sets the tone for your relationship with each customer. I believe this is an opportunity for you to say thank you, offer additional help, and set expectations for your product.
This first email is also an opportunity to show users how to get the most out of your product and point out features and benefits that they themselves may miss.
This welcome email has a specific goal – to convert that free trial into a paying customer. With this in mind, it is important to find a balance. This email should point out tips, features, and details, but not overload with too much information.
Hello (first name)!
Thank you for signing up for your free trial of (product or company name). We can’t wait for you to try our (product).
Your free trial gives you access to (popular features) so you can test what works for you. To get the most out of your free trial, (describe the first step) and then (list two or three possible use cases).
If you’re looking for support or guidance, check out (links to support, help, and social media resources). For a quick overview, you can also take a quick look at the product video below.
We will be in touch shortly with next steps for your trial. Until then, thank you again for choosing (product or brand name)!
I hope this is helpful,
(Signature)
8. Thank you
Thank you welcome emails with gratitude to your subscribers and customers. Whether they sign up for your newsletter, register for an event, or make a purchase, this welcome email will result in a positive outcome.
Hello (first name),
Thank you for choosing (brand name). We are very pleased that you have decided (join, subscribe, make a purchase).
Providing you with a great experience is our top priority – and with that in mind, we want to make sure you know that our (customer loyalty team, customer support team, social media community) is here just for you with news, offers and more.
Thank you again for choosing (Brand Name). We look forward to continuing to provide you with quality products and first-class service for years to come.
All the best,
(Signature)
9. Welcome email template for new customers
Your new customer welcome email often marks the beginning of the customer relationship. This email usually contains a lot of information. This can be an order confirmation, product information, helpful tips or a review request.
At the same time, I believe it needs to set a tone that highlights the character and value of your brand and products. So it has to be welcoming, engaging and encouraging.
Hello (customer),
This is really exciting: Welcome (officially) to (your product or service here). We are so lucky to have you.
(I/we) am/are here to ensure you get the results you expect from (your product or service). So don’t hesitate to contact us if you have any questions. (I would/we would) like to hear from you.
To help you get started, (I/we) recommend taking a look at these resources:
- (Resource 1)
- (Resource 2)
- (Resource 3)
If you need assistance, you can reply to this email or call us at (555-555-5555). (I/we) can explain the details and information you need to get started.
I look forward to hearing from you,
(Your company/name)
10. Discount code
In my experience, discount codes always work great as a welcome email. This is because they lead with something your subscriber wants.
It encourages purchase, but this email is also a chance to show appreciation, increase brand awareness, or encourage new products.
To get the most out of these emails, I always try to add limited-time or occasion-specific offers. This increases urgency and gives you the opportunity to quickly strengthen your customer relationship.
(First name),
You don’t have to wait to experience (popular products). As a welcome to our community, we offer you a special discount.
To take advantage of your discount, simply enter the code WELCOME10 at checkout. You can use this code to make purchases (specific products or special promotions).
One more thing: Be sure to take advantage of this offer until its expiration date.
If you need any help or guidance on using your discount code, simply contact (Support Team Information).
Thank you very much!
(Signature)
11. Customer loyalty
Some customers will receive more than one welcome email from you. Therefore, it is important to make your welcome email specific.
One example is your customer loyalty program. When someone signs up as an affiliate or joins an incentive program for your brand, they need a different type of greeting.
When composing this email, focus on a personalized connection. Whether you’re thanking them for support, providing insight, or offering exclusive offers, every customer needs to feel special.
Use surveys, interactive features, and integrations to collect feedback from current customers. Once your subscribers become loyal customers, you can use these tools to personalize your loyalty welcome email.
Hello (first name),
Welcome to (Brand Loyalty Program)! You are part of an exclusive group of customers who enhance our brand and products, and we are thrilled that you are here.
Customer loyalty to (brand name) means (overview of the key benefits of the loyalty program). It is a personal thank you for choosing our products.
Your membership also includes these benefits:
- (Advantage 1)
- (Advantage 2)
- (Benefit 3)
To get the most out of your benefits, let us know how to get started activating your membership.
We want to hear from you too! Contact us if you have any questions or feedback – our team is always there for you.
With your first purchase (name of first product purchase) you are on your way to becoming one of our most loyal customers. We can’t wait to see what you’ll do as part of our (loyalty program) community.
With kind regards,
(Signature)
12. New donor
Every new donor has a huge impact on the future of your company. Therefore, the way you welcome each donor is an essential part of their experience.
This welcome email is an opportunity to say thank you, review your company’s mission and vision, or ask for further or deeper engagement. The donor welcome email is also an opportunity to:
- Share inspiring stories.
- Highlight the problems your organization is working to solve.
- Provide current data on the status of your work.
Dear donor name,
I am writing to personally welcome you to (name of nonprofit organization). Thank you again for your generous donation.
Your contribution has a direct impact on our work (reconsider your mission and/or vision).
With your support, our team will continue to (outline key services and impacts). Through continuous collaboration we can make a lasting difference.
We stay informed about updates and events at (nonprofit name). We also share important updates about how your post is improving (share current data and statistics on key goals).
Thank you again for your donation and for choosing to be part of (nonprofit name)’s vision.
Best regards,
(Signature)
Now that you’ve seen some great welcome email examples and templates, let’s dive into the process of writing a great email and grabbing customers’ attention.
How to write a welcome email: step by step
1. Make the “sender name” recognizable and personal.
Who your email comes from may be more important than the content. If your subscriber doesn’t recognize the name in their inbox, they’re more likely to ignore it – or worse, mark it as spam. Stay familiar and human. If you’re a solopreneur, your first name might be enough. If you are a brand, consider a hybrid. “Jeanne Jennings, Email Optimization Shop” strikes a balance between personal and professional.
Pro tip: Whatever you choose, be consistent. The inbox is not a place for identity crises.
2. Create an engaging subject line and preheader text.
The welcome email begins before your subscriber opens it. Your subject line and preheader text are the red carpet moment – and you want to give them a reason not just to open it, but to click it.
Avoid sounding like a robot (“Welcome to our newsletter”) or an apology (“Thanks, I guess”). Instead, try something more human: “You’re in. Let’s create email magic.” Combine that with a preheader like “What to expect – and what you need to do next quickly.”
Example:
Subject line: “Glad you’re here, let’s get started.”
Preheader: “Take a look at what’s coming (and how to make the most of it).”
3. Write a warm, on-brand greeting.
Now is not the time for “Dear Subscriber.” Use their first name if you have one and speak like a person. When your brand voice is upbeat and conversational, you lead with enthusiasm. When it’s calm and informative, you stay warm but grounded. And skip the “on behalf of the team” stuff. Just talk to the reader one on one.
Example:
“Hello Kyle,
I’m so glad you’re here. You’ve just joined a smart group of people who want to make their email marketing more strategic (and frankly, fun). Let’s get started.”
4. Express your gratitude and remind them why they signed up.
Gratitude goes a long way. A simple “Thanks for joining” sets a positive tone, but take it a step further by reminding them why they’re here. Confirm their decision. If they signed up for a checklist, mention that. If they signed up out of curiosity, give them a preview of what to expect.
Anchor the moment in their motivation, not your brand agenda.
Example:
“Thank you for signing up to get to know your email program better. Whether you’re looking for strategy, inspiration, or the occasional subject line chatter, I’ve got you covered.”
5. Deliver immediate value.
The inbox is a highly competitive place, especially for a newbie. Your welcome email should promise a clear win right away. This can be a resource (“Download your Welcome Series Planner”), a recommendation (“Here are 3 popular posts to get you started”), or even a surprising tip. This shows that your emails aren’t just filler. They’re useful, timely, and worth their place in your inbox.
Example:
“Here’s a subscriber-only spreadsheet to map out your next three campaigns. Get it here.”
6. Set expectations for what comes next.
Tell your subscriber what type of content you will send, how often and when. Setting expectations up front not only builds trust, it also keeps your list clean by deterring people who might otherwise be surprised and unsubscribe from the first campaign. This can be a short bulleted list or a sentence or two.
Example:
“You’ll hear from me about once a week, usually on Tuesdays. Expect strategy tips, campaign breakdowns, and the occasional deep dive into subject lines that should have been left in the draft.”
7. Add a clear, punchy CTA.
Don’t bury your question in a pile of links. Decide what the next best action is for your reader and then build your email around that. And make sure your button is completely safe: designed with HTML, independent of images, and clear even if the images don’t load.
Your CTA should answer this question: What should I do next?
Example:
“Download your campaign planner”
“Browse our favorite resources”
“Tell me your email goals”
8. Add a touch of social proof or storytelling.
People trust people. A short testimonial, a sentence about your brand’s origins, or a quote from a satisfied customer can humanize your message and strengthen its credibility. This isn’t about overselling; It’s about showing that your email list is a trustworthy place.
Example:
“This list includes everyone from sole proprietors to email directors at Fortune 500 companies, people who want better results without the gimmicks. You’re in good company.”
9. Sign out like a human (and invite them to stay connected).
Don’t end up ghosting. End with a warm farewell and leave the door open for conversations or contacts. If appropriate, invite them to follow you on social media or respond with a question. This highlights that this isn’t a one-sided bang – it’s the start of a relationship.
Example:
“Glad to have you here. If you want to say hello or tell me what you’re working on, just click reply.” I read every single one. Take care, stay healthy, Jeanne.”
How to Write an Employee Onboarding Welcome Email: Step by Step
Welcome emails are not just aimed at customers. The onboarding process has a big impact on how new employees think about your company. That’s why it’s important to give it the time and energy it deserves.
One of the important parts of this process is the onboarding welcome email. It needs to fit the tone of the company and outline any expectations you have for the new employee.
Here are the steps I follow when writing an onboarding email.
1. Start with a warm, human subject line.
This isn’t just an announcement – it’s a personal moment. Your subject line should reflect this. Skip the sterile (“welcome to the company”) stuff and try something that suits you a little more.
Think:
“We are very happy that you are here!”
“Welcome to the (company name) team, Jamie!”
“Big day. Big welcome. Let’s do this.”
This is one of the rare cases where exclamation marks are completely acceptable.
2. Make the “From” name friendly and recognizable.
The email should come from someone the new employee will actually interact with, such as their manager, team leader, or even the CEO if the organization is small enough. “Human resources” sounds like paperwork. “Natalie from Marketing” seems like a person who is excited to meet her. Bonus points if their boss or buddy also sends a follow-up message later in the day.
3. Open with enthusiasm and personalization.
A welcome email should sound like a welcome message, not a copy-paste message. Use their name. Refer to their role. Show that you know who they are and not just what position they hold. If possible, include a line about why they’re a good fit for each other or what the team is looking forward to.
Example:
“Hello Alex –
We are so excited that you are officially part of the team! Your experience with user-centered design will have a big impact here, and I know the product team can’t wait to work with you.”
4. Strengthen culture and values early on.
The welcome email is a great opportunity to introduce (or reinforce) your company culture. Not with a five-paragraph mission statement, but with a short, authentic presentation of what is important here.
Do you value collaboration? Do you celebrate learning? This is your moment to call the shots.
Example:
“Here we value curiosity, collaboration, and GIFs in Slack. You’ll soon see what we mean.”
5. Outline what happens next (without overwhelming them).
Let them know what to expect on the first day or week. You don’t have to include the entire onboarding manual (please don’t), but a simple bulleted list or short paragraph will help reduce anxiety and set clear expectations.
Example:
“This is what your first day will look like:
- Quick check-in with your manager at 9:30am.
- Team welcome coffee (virtual or IRL) at 10:15am.
- The IT department will help you complete your setup by noon.
We’ll walk you through everything so you’re not under pressure to remember it all.”
6. Link to useful resources or preparation materials.
If they need to read, fill out, or review something in advance, make sure it’s easy to find. Avoid deleting six links without context. Instead, phrase it this way: “Here’s what’s most helpful for you to review before Day 1.” And please no passive-aggressive PDFs in capital letters like “MANDATORY DIRECTIVE 2021_FINAL_FINAL2”.
Example:
“If you want to get a head start, here are two quick reads:
- Our culture deck (have fun, I promise).
- Your onboarding checklist (we’ll go through this together on Monday).”
7. Ask questions (and mean them).
Starting a new job can be nerve-wracking, even in the best organizations. Let them know who they can contact and that no question is too insignificant. Make it clear that you want them to ask now, not suffer in silence later.
Example:
“If something is unclear or you’re wondering what to wear on Monday, answer here. There are no wrong questions. We were all the newbies.”
8. Close with excitement and real people energy.
Wrap it with warmth. Sign out like a person, not a department. Even though this is the first in a series of onboarding messages, it should feel personal and upbeat.
Example:
“I can’t wait to see everything you do here. Enjoy the weekend. Monday will be a great start.”
– Casey (and the entire Design team)”
Make a great first impression.
Here is my challenge to you: Don’t waste the reception. Don’t treat it like another transactional message or onboarding task to check off. Whether you’re talking to someone who just joined your email list or someone who’s just entering your office (or your Slack channel), that first email is more important than you think.
Write it like you mean it. Lead with real value, not a sales pitch or a policy document. Be clear about what comes next. And most importantly, let your human voice come through. You’ve already earned your first trust: that click, that signature, that “yes.” Now is your chance to build on it.
You will only receive an “initial email”. Make it count.
Editor’s Note: This post was originally published in August 2024 and has been updated for completeness.