{"id":40707,"date":"2020-02-15T00:00:00","date_gmt":"2020-02-15T00:00:00","guid":{"rendered":"https:\/\/newrcblog.wpengine.com\/welcome-email\/"},"modified":"2025-03-13T06:30:27","modified_gmt":"2025-03-13T13:30:27","slug":"welcome-email","status":"publish","type":"post","link":"\/us\/en\/blog\/welcome-email\/","title":{"rendered":"How to create the perfect welcome email"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Welcome emails are right up there with the most important emails you&#8217;ll send to a customer.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why? Because it&#8217;s your chance to let your new customer know who you are and what your business is all about. More importantly, it&#8217;s a way for you to clearly outline what your product or service is going to do for them (and how it&#8217;s going to make their life better).\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The good news for companies is that welcome emails are opened more frequently than almost every other type of email. According to GetResponse\u2019s latest <\/span><a href=\"https:\/\/www.getresponse.com\/resources\/reports\/email-marketing-benchmarks.html\"><span style=\"font-weight: 400;\">Email Marketing Benchmarks report<\/span><\/a><span style=\"font-weight: 400;\">, over 82% of people open a welcome email when it lands in their inbox. However, just under 23% of those readers end up following through on the email&#8217;s call-to-action.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Which means emails are being opened, but people aren&#8217;t compelled to take the next step. In this post, we&#8217;re going to look at:\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><a href=\"#What welcome emails are in detail\">What welcome emails are in detail<\/a><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><a href=\"#What makes a good welcome email\">What makes a good welcome email<\/a><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><a href=\"#How to get someone to take action after reading a welcome email\">How to get someone to take action after reading a welcome email<\/a><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><a href=\"#9 examples of great welcome emails\">9 examples of great welcome emails<\/a><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let&#8217;s dive in.<\/span><br \/>\n<a name=\"What welcome emails are in detail\"><\/a><\/p>\n<h2 style=\"padding-top: 40px;\">What&#8217;s a welcome email, and who is it for?<\/h2>\n<p><span style=\"font-weight: 400;\">A welcome email is the first email a new customer or subscriber will receive from your business.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They&#8217;re designed to introduce you and help someone who\u2019s new to you navigate how to gain value from your product or service.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Welcome emails are also a good way to educate your customers on the key benefits they&#8217;ll receive from you, and if done right, can drive long-term <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-engagement\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer engagement<\/a> and retention.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Done right, a welcome email can do so much more than just say hello. It can be used in a bunch of different scenarios:<\/span><\/p>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul>\n<li><span style=\"font-weight: 400;\">A welcome email right after subscription<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Telling subscribers about the benefits of joining your mailing list<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Doubling as a user-onboarding email that introduces how to use your product <\/span><\/li>\n<li>A welcome gift, such as a discounted subscription or coupon offer<\/li>\n<li>An email that also develops a relationship with the customer<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Welcome emails are one of the most effective ways to get your message across because of their high read rates, which are <\/span><a href=\"https:\/\/marketingland.com\/welcome-emails-help-predict-future-subscriber-engagement-value-120127\"><span style=\"font-weight: 400;\">42% higher<\/span><\/a><span style=\"font-weight: 400;\"> than the average read rate for all other types of emails.<\/span><br \/>\n<a name=\"What makes a good welcome email\"><\/a><\/p>\n<h2 style=\"padding-top: 40px;\"><strong>What makes a good welcome email?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Not all welcome emails are equal.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Facebook&#8217;s VP of Growth, Alex Schultz, <\/span><a href=\"https:\/\/startupclass.samaltman.com\/courses\/lec06\/\"><span style=\"font-weight: 400;\">defines a welcome email as the moment <\/span><\/a><span style=\"font-weight: 400;\">when your user thinks \u201cAha! So <\/span><i><span style=\"font-weight: 400;\">that\u2019s<\/span><\/i><span style=\"font-weight: 400;\"> what this product can do for me.\u201d Getting this right often involves including three core pieces:<\/span><\/p>\n<ol>\n<li><em>A reminder about who you are and how your product can help them<\/em><\/li>\n<li><i><span style=\"font-weight: 400;\">An explanation about what to do next and <\/span><\/i><b><i>why<\/i><\/b><i><span style=\"font-weight: 400;\"> they should do it<\/span><\/i><\/li>\n<li><i><span style=\"font-weight: 400;\">A single call-to-action<\/span><\/i><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Welcome emails tend to have a consistent structure. They\u2019re usually short; <\/span><a href=\"https:\/\/customer.io\/blog\/welcome-email-best-practices.html\"><span style=\"font-weight: 400;\">a Customer.io study of 50 welcome emails<\/span><\/a><span style=\"font-weight: 400;\"> found 65% of welcome emails range from 50\u2013150 words in length. If you can, you should also try to send personalized emails\u2014<\/span><a href=\"https:\/\/blog.hubspot.com\/marketing\/data-personalize-marketing-li#sm.0009c6obp4g6e6z103329773yj314\"><span style=\"font-weight: 400;\">a HubSpot study<\/span><\/a><span style=\"font-weight: 400;\"> found that welcome emails that are personalized have <\/span><a href=\"https:\/\/blog.hubspot.com\/marketing\/data-personalize-marketing-li#sm.0009c6obp4g6e6z103329773yj314\"><span style=\"font-weight: 400;\">higher click-through rates<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A lot of welcome emails are now automated, too. Thanks to <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/email-marketing-templates\/\" target=\"_blank\" rel=\"noopener noreferrer\">email marketing templates<\/a> and tools like <\/span><a href=\"https:\/\/www.mailchimp.com\"><span style=\"font-weight: 400;\">Mailchimp<\/span><\/a><span style=\"font-weight: 400;\">, companies can trigger welcome emails to automatically send whenever a new subscriber or customer enters their funnel. Every interaction a customer has with the email is tracked, so when they open it or click on a call-to-action, you&#8217;ll get a notification.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some email platforms, like Mailchimp, even <\/span><a href=\"https:\/\/www.ringcentral.com\/apps\/glip-integration-mailchimp\"><span style=\"font-weight: 400;\">hook up to team instant messaging platforms <\/span><\/a><span style=\"font-weight: 400;\">to automatically notify everyone on the team when emails have been sent out and if people subscribe or unsubscribe. Here\u2019s an example of how that looks:<\/span><\/p>\n<figure id=\"attachment_1750\" aria-describedby=\"caption-attachment-1750\" style=\"width: 663px\" class=\"wp-caption aligncenter\"><a href=\"https:\/\/www.glip.com\"><img decoding=\"async\" class=\"size-medium wp-image-1750\" style=\"padding: 30px;\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image6.png\" alt=\"RingCentral Glip\u2122 Mailchimp Integration\" width=\"663\" height=\"400\" \/><\/a><figcaption id=\"caption-attachment-1750\" class=\"wp-caption-text\">RingCentral Glip\u2122, for instance, integrates with Mailchimp to automatically update you when a welcome email (or any other type of email campaign) goes out.<\/figcaption><\/figure>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">There are two main ways you can personalize your emails, through the name and content:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><b>Name personalization:<\/b><span style=\"font-weight: 400;\"> Either in the subject line or in the content of the email\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Content personalization:<\/b><span style=\"font-weight: 400;\"> Sending content that reflects what you know about the customer so far, like their download history, company name, or job position\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Let&#8217;s take all of this and outline the anatomy of a good welcome email.<\/span><\/p>\n<h4 style=\"padding-top: 20px;\"><span style=\"font-weight: 400; color: #666666;\">Step 1: Make it recognizable<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Your customer&#8217;s inbox is a busy place, so the first mission of your welcome email is to make it recognizable.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make sure your brand can be identified the moment the email is received. Everything from the colors and icons in the email to its tone of voice can help communicate your company&#8217;s message.<\/span><\/p>\n<h4 style=\"padding-top: 20px;\"><span style=\"font-weight: 400; color: #666666;\">Step 2: Introduce yourself<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Your first email is the perfect time to start building a relationship with your new customer or subscriber.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Remember the stats from earlier about email length and make sure to keep it short and sweet. It should also only have a single call-to-action\u2014don\u2019t give your reader too many choices and things to click to as it might be too confusing and just cause choice paralysis.<\/span><\/p>\n<h4 style=\"padding-top: 20px;\"><span style=\"font-weight: 400; color: #666666;\">Step 3: Include your social media channels<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">There&#8217;s a reason welcome emails are more engaging than others: people are interested in your brand and the new relationship they&#8217;ve just entered into.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Use this interest to encourage curiosity around your business by including links to social media channels in your welcome email. Not only will it give your reader a chance to learn more about your company, but it will also help boost your online following.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But remember, keep it subtle and don&#8217;t let the links divert attention from your main call-to-action in the email. <\/span><a href=\"https:\/\/www.canva.com\/\"><span style=\"font-weight: 400;\">Canva<\/span><\/a><span style=\"font-weight: 400;\"> does a great job of doing this by placing their four main social media channels discreetly at the bottom of their welcome emails:<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1751 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image5-3.png\" alt=\"Canva social media channels\" width=\"400\" height=\"400\" \/><\/p>\n<h4 style=\"padding-top: 20px;\"><span style=\"font-weight: 400; color: #666666;\">Step 4: Offer a gift<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Finally, consider offering up a discount or a coupon as a welcome gift to your new customer or subscriber.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The main goal of a welcome email is to create a foundation that will allow you to build a long-term relationship. Adding an offer or gift can help cement that by making your reader feel like purchasing or subscribing was the right choice. Think of it as a goodwill gesture in your first interaction that\u2019ll get them talking about your brand positively to their friends and colleagues.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Freelancing site <\/span><a href=\"https:\/\/www.fiverr.com\/\"><span style=\"font-weight: 400;\">Fiverr<\/span><\/a><span style=\"font-weight: 400;\"> welcomes new email subscribers by offering them 20% off their first order. The email also sticks to the 150-word rule and reinforces why the company is a good choice with the &#8220;<\/span><i><span style=\"font-weight: 400;\">Why Fiverr?&#8221; <\/span><\/i><span style=\"font-weight: 400;\">section:<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1752 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image2-5.png\" alt=\"Why Fiverr? 20% off on first order\" width=\"488\" height=\"400\" \/><\/p>\n<p><span style=\"font-weight: 400;\">A welcome email is also the perfect spot to highlight a referral program (if you have one). For example, at RingCentral, we have a <\/span><a href=\"https:\/\/refer.ringcentral.com\/register\/\"><span style=\"font-weight: 400;\">referral program<\/span><\/a><span style=\"font-weight: 400;\"> where each customer gets a $100 eGift card for every referral that becomes a customer. All you have to do is create a referral account and share your personalized URL with friends, peers, and colleagues:<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1753 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image7-2.png\" alt=\"RingCentral Referral Program\" width=\"627\" height=\"400\" \/><\/p>\n<p><span style=\"font-weight: 400;\">If they respond, we contact them directly, which makes it easier for current customers to participate. We like to call it a win-win situation.<\/span><\/p>\n<div class=\"tip\">\n<p class=\"tip-heading\"><b><i>Pro-tip: <\/i><\/b><\/p>\n<p><i><span style=\"font-weight: 400;\">While the anatomy of a perfect email may seem simple to get right, it&#8217;s important to know the parts that you should leave out. Companies that make costly mistakes in a welcome email (no matter how small) risk the reader clicking the &#8220;unsubscribe&#8221; button.<\/span><\/i><\/p>\n<\/div>\n<p><span style=\"font-weight: 400;\">Some of the key mistakes companies make when they send out their welcome emails:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Badly designed, non-responsive emails that don&#8217;t work across multiple devices<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Sending more than one at a time (spam alert!)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Making them too long (save those for when you&#8217;ve built up a relationship)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Not having a clear call-to-action or path you want your reader to take<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Including more than one call-to-action, which can make things confusing<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Overloading your reader with too much information and overwhelming them<\/span><\/li>\n<\/ul>\n<p><a name=\"How to get someone to take action after reading a welcome email\"><\/a><span style=\"font-weight: 400;\">Now that we know what your welcome email should look like, let&#8217;s take a look at how to get someone to take action after reading your email. <\/span><\/p>\n<h4 style=\"padding-top: 20px;\"><span style=\"font-weight: 400; color: #666666;\">Step 5: Get the reader to take action<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Apart from making your new customer or subscriber feel a connection with your brand and building <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/brand-awareness\/\">brand awareness<\/a>, the most important part of your welcome email is its call-to-action.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your call-of-action has one job: to get someone to do what you want by telling them clearly and directly. A call-to-action can be as simple as \u201cRead this blog\u201d or \u201cWatch this training video,\u201d or it could be more direct like \u201cDownload the app\u201d or \u201cSign in to dashboard.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When thinking about what you should use as your call-to-action, maximizing your product&#8217;s impact should be a top priority. Buffer, a social media management software company, does an awesome job at not only welcoming new customers with open arms, but also getting them to take the first step in using their product from the very first email.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">First off, they make the first half of the email very welcoming by letting the customer know they&#8217;re now a part of the Buffer family. Then, there are hyperlinks that direct the customer the two best avenues to reach out to for support:<\/span><\/p>\n<p><img decoding=\"async\" class=\" wp-image-1778 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image8-Copy.png\" alt=\"Buffer welcome page\" width=\"549\" height=\"241\" \/><\/p>\n<p><span style=\"font-weight: 400;\">The email\u2019s call-to-action then encourages you to download the tool&#8217;s browser extension. This has two purposes. Number one, Buffer wants to capitalize on the interest the reader has shown in their product by getting them to start using it right away. Two, it also shows the customer that their product works in different ways\u2014and that Buffer is easy to incorporate into their existing internet browsing habits: <\/span><\/p>\n<p><img decoding=\"async\" class=\" wp-image-1779 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image8-Copy-2.png\" alt=\"Buffer browser extension download\" width=\"548\" height=\"245\" \/><\/p>\n<p><span style=\"font-weight: 400;\">They&#8217;ve doubled down on this narrative by using phrases like &#8220;<\/span><i><span style=\"font-weight: 400;\">take Buffer with you anywhere&#8221; <\/span><\/i><span style=\"font-weight: 400;\">and <\/span><i><span style=\"font-weight: 400;\">&#8220;share awesome content in a flash.&#8221;<\/span><\/i><span style=\"font-weight: 400;\"> If you&#8217;re a professional, the extension call-to-action will probably fuel your curiosity about how Buffer can help with your busy schedule.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With this in mind, let&#8217;s take a look at 9 companies who have got their welcome emails down to a fine art.\u00a0<\/span><br \/>\n<a name=\"How to get someone to take action after reading a welcome email\"><\/a><\/p>\n<h2 style=\"padding-top: 40px;\"><strong>5 examples of welcome emails for subscribers<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Firstly, let&#8217;s look at the companies who welcomed their new subscribers. These emails are usually sent after someone has subscribed to an email newsletter (<a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/newsletter-calendar\/\">more on how to create newsletters here<\/a>) or downloaded content such as an eBook.<\/span><\/p>\n<p>A more personalized sign-off: The content in the email is written in a way that sounds like somebody from AdEspresso has personally sent it (i.e., \u201clet me know if I can help any further\u201d). They could take this a step further and have an individual team member\u2019s sign-off or signature on the email. They could even send the email from a personal account, like the team over at Drift:<\/p>\n<h3><span style=\"font-weight: 400; color: #434343;\">1. AdEspresso\u2019s welcome email<\/span><\/h3>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1757 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image15-e1582069538686.png\" alt=\"AdEspresso\u2019s welcome email\" width=\"531\" height=\"400\" \/><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What they got right:<\/span><\/h4>\n<p><a href=\"https:\/\/adespresso.com\/\"><span style=\"font-weight: 400;\">AdEspresso<\/span><\/a><span style=\"font-weight: 400;\">&#8216;s welcome email is strongly branded, making it instantly recognizable. The email&#8217;s bright design and branding make it easy for their customers to pick out in their inbox.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Apart from standing out, AdEspresso has managed to pack a ton of information into just a few sentences. They provide a link to download the guide (just in case the new customer loses their copy of the file), and they also added links that make it easier for the receiver to share the content around on social media.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The devil is in the details with this email. The company makes it clear that the eBook has no strings attached, and will help the reader master social proof marketing (which basically means using testimonials, reviews, and other forms of \u201csocial proof\u201d to convince people to buy from you).<\/span><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What can be improved:<\/span><\/h4>\n<ul>\n<li><b>A clearer call-to-action: <span style=\"font-weight: 400;\">The link to the eBook could be more pronounced, maybe in a different color or some kind of visual box callout.<\/span><\/b><\/li>\n<li><b>A more personalized sign-off:<\/b><span style=\"font-weight: 400;\"> The content in the email is written in a way that sounds like somebody from AdEspresso has personally sent it (i.e., \u201clet me know if I can help any further\u201d). They could take this a step further and have an individual team member\u2019s sign-off or signature on the email. They could even send the email from a personal account, like the team over at Drift:<\/span><\/li>\n<\/ul>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1758 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image19-e1582070722245.png\" alt=\"Drift email using personal account\" width=\"695\" height=\"318\" \/><\/p>\n<h3><span style=\"font-weight: 400; color: #434343;\">2. HubSpot\u2019s welcome email<\/span><\/h3>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1759 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image11.png\" alt=\"Hubspot's welcome email\" width=\"450\" height=\"563\" \/><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What they got right:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">HubSpot has always been a leader in positive, proactive messaging\u2014and their welcome emails are no different.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They have different welcome email sequences depending on the source (like subscribers, product purchases, and eBook downloads). Yet their goal is clear: to inform new subscribers about the benefits and possibilities of HubSpot.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this welcome email, they use two clear sentences to pitch their mission (to help people and companies grow), and then, outline how they&#8217;re going to do it. Most importantly, the email has a clear call-to-action at the bottom, where new customers are invited for a <\/span><span style=\"font-weight: 400;\">free<\/span><span style=\"font-weight: 400;\"> demo of how HubSpot&#8217;s software will make that mission a reality: <\/span><\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-1761 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image9.png\" alt=\"Free demo of HubSpot's software\" width=\"446\" height=\"179\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">What can be improved:<\/span><\/h4>\n<ul>\n<li><b>No social media links: <span style=\"font-weight: 400;\">HubSpot don&#8217;t include any links to their social media channels on their welcome emails. However, this may be to keep people focused on what they want them to do: book a demo.<\/span><\/b><\/li>\n<li><strong>Personalization:<\/strong> <span style=\"font-weight: 400;\">Although the emails are personalized by including the subscriber&#8217;s name, they are still sent from a generic @hubspot.com email address.\u00a0<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400; color: #434343;\">3. Medium\u2019s welcome email<\/span><\/h3>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1762 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image13.png\" alt=\"Medium\u2019s welcome email\" width=\"367\" height=\"400\" \/><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What they got right:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">First of all, the email is super personalized because it even includes a headshot of the new customer. If your company allows customers to sign up using Google or Facebook, it&#8217;s likely you&#8217;ll have access to a personalized photo, so mimicking this strategy is easy. Following the personalization theme, the email is also signed off by a real human being:<\/span><\/p>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1764 \" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image12-1.png\" alt=\"Email signature from a real person\" width=\"412\" height=\"116\" \/><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What can be improved:<\/span><\/h4>\n<ul>\n<li><b>The subscriber is thrown in the deep end: <span style=\"font-weight: 400;\">Medium seems simple on the surface. However, the email doesn&#8217;t really describe to the new subscriber how to use their product. Although it does a great job of describing the positives of the product, touching on how to use the platform could be helpful.<\/span><\/b><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400; color: #434343;\">4. Hunter.io\u2019s welcome email<\/span><\/h3>\n<p><img decoding=\"async\" class=\"aligncenter wp-image-1765 size-full\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image4-4.png\" alt=\"Hunter.io\u2019s welcome email\" width=\"566\" height=\"623\" \/><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What they got right:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Hunter.io helps you find email addresses using domain names, so it&#8217;s no surprise their welcome email is an example of how it should be done. For starters, the company enforces its social proof (1.5 million people are using them, so they must be doing something right). Then, they start with a single easy step to introduce you to their tool: download its Chrome extension.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That&#8217;s it. No blog links, no upsells. All they want is for their customers to see how the tool will be able to help you uncover <a href=\"https:\/\/www.usebouncer.com\/email-verification\/\">verified email addresses<\/a>.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What can be improved:<\/span><\/h4>\n<ul>\n<li><b>Personalization: <span style=\"font-weight: 400;\">Once again, this welcome email lacks personalization. It\u2019s sent from a generic Hunter.io address, and there isn\u2019t a sign-off either.\u00a0<\/span><\/b><\/li>\n<li><strong>Explanation:<\/strong> <span style=\"font-weight: 400;\">Highlighting that their tool can pull email addresses using a single domain name would&#8217;ve been a nice touch that wouldn&#8217;t have put their word count over the edge.<\/span><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400; color: #434343;\">5. Vistaprint\u2019s welcome email<\/span><\/h3>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1766 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image10.png\" alt=\"Vistaprint\u2019s welcome email\" width=\"484\" height=\"400\" \/><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What they got right:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Vistaprint&#8217;s welcome email offers an immediate reward for its new subscribers: a discount voucher. It&#8217;s important to peel back the thinking behind offering this in the company&#8217;s very first email. Firstly, new subscribers may have entered their email into Vistaprint&#8217;s database without making a purchase at all. This email is a way to woo them and turn them into a <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/happy-customers\/\">happy customer<\/a>.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To make this offer slightly less transactional, Vistaprint has positioned it as a limited-time discount as a reward for signing up. Offering the discount in this way signals their appreciation to the new subscriber without making it <\/span><i><span style=\"font-weight: 400;\">all<\/span><\/i><span style=\"font-weight: 400;\"> about securing a sale.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What can be improved:<\/span><\/h4>\n<p><b>It doesn&#8217;t say much: <\/b><span style=\"font-weight: 400;\">The main point of the email is to offer the limited-time discount, which is smart. However, when it comes to explaining Vistaprint&#8217;s product offerings, the welcome email falls a little short.<\/span><\/p>\n<h2 style=\"padding-top: 40px;\"><strong>4 examples of welcome emails to new customers<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Next, let&#8217;s look at how companies welcomed new customers. These emails were sent after someone signed up to a company&#8217;s freemium or paid product.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400; color: #434343;\">6. Ahrefs\u2019 welcome email<\/span><\/h3>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1767 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image3-4.png\" alt=\"Ahrefs\u2019 welcome email\" width=\"538\" height=\"400\" \/><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What they got right:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">This is the first welcome email on the list that has a welcome <\/span><i><span style=\"font-weight: 400;\">video<\/span><\/i><span style=\"font-weight: 400;\">. Ahrefs have been pioneers of testing out new ways to interact with their customers and helping them understand their product, so this isn\u2019t surprising. (It&#8217;s not quite sophisticated enough to be considered &#8220;<a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/interactive-content\/\">interactive content<\/a>,&#8221; but still pretty engaging.) The company&#8217;s CMO, Tim Soulo, breaks down Ahrefs&#8217; primary tools in the video, which is accompanied by screenshots.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Including this in a welcome email means that someone who\u2019s new to Ahrefs can constantly refer back to it if they get stuck when they&#8217;re testing it out. Plus, if you reply to the email, you\u2019ll get an answer from Tim himself. Pretty cool <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/customer-experience\/\">customer experience<\/a>.\u00a0<\/span><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What can be improved:<\/span><\/h4>\n<ul>\n<li><b>There might be too much going on: <span style=\"font-weight: 400;\">Anybody who has ever interacted with Ahrefs knows the company has a treasure trove of extremely useful content. However, the email is asking the new customer to do a <\/span><i><span style=\"font-weight: 400;\">lot<\/span><\/i><span style=\"font-weight: 400;\"> of exploring in its first email. It could be a little overwhelming.\u00a0<\/span><\/b><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400; color: #434343;\">7. Airtable\u2019s welcome email<\/span><\/h3>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1768 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image1-5.png\" alt=\"Airtable\u2019s welcome email\" width=\"363\" height=\"400\" \/><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What they got right:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Airtable&#8217;s welcome email is all about communicating their brand. The colors and language are working in complete unison to communicate the company&#8217;s vision, and the video lays out, in simple terms, how Airtable will make it easier to organize your business. (Which is especially useful if you&#8217;re <a href=\"https:\/\/www.ringcentral.com\/small-business\/blog\/small-business-management\/\">managing a small business<\/a>.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, apart from the video, there&#8217;s no next step for the new subscriber to take. Apart from watching the video, what should they do?<\/span><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What can be improved:<\/span><\/h4>\n<ul>\n<li><b>A clearer path: <span style=\"font-weight: 400;\">Like Ahrefs&#8217; video, the Airtable call-to-action pulls the new customer away from the email and into a different viewing window. However, it\u2019s not exactly clear where you should go from the video. The video needs to create a clearer path, like <\/span><a href=\"https:\/\/airtable.com\/downloads\"><span style=\"font-weight: 400;\">downloading their desktop app<\/span><\/a><span style=\"font-weight: 400;\">, for example, to help their customer continue down their onboarding journey.\u00a0<\/span><\/b><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400; color: #434343;\">8. Moz\u2019s welcome email<\/span><\/h3>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1769 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image16.png\" alt=\"Moz\u2019s welcome email\" width=\"481\" height=\"400\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">What they got right:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Right away, new customers are welcomed into the Moz community and made aware of what their freemium membership will get them. The welcome email also has brief descriptions of the main features of the freemium version of the tool, including a Chrome plugin, keyword targeting, and access to Moz&#8217;s reward program.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The part of the email that&#8217;s most interesting, though, is its call-to-action at the end of it. Instead of offering a 1-on-1 demo, which is what most companies do but can be intimidating, you\u2019re given a link to explore other upgrade options on your own terms:<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-1770 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image14.png\" alt=\"Call-to-action from Moz's welcome email\" width=\"590\" height=\"252\" \/><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What can be improved:<\/span><\/h4>\n<ul>\n<li><b>It&#8217;s too long: <span style=\"font-weight: 400;\">Moz&#8217;s welcome email is well over the 150 word limit of the majority of welcome emails. Of course, they might have tested this email and found that most people actually read it all the way through and click on the CTA, in which case\u2026 this is fine! It\u2019s always important to test your emails.<\/span><\/b><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400; color: #434343;\">9. Asana\u2019s welcome email<\/span><\/h3>\n<p><img decoding=\"async\" class=\"size-medium wp-image-1771 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image18.png\" alt=\"Asana\u2019s welcome email\" width=\"196\" height=\"400\" \/><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What they got right:<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Asana&#8217;s welcome email mirrors the main role of their product: a task management checklist. The email&#8217;s branding is contrasted with whitespace, which helps the checklist stand out even more.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It&#8217;s also easy to digest. Once you\u2019ve signed up, you\u2019re offered three quick tips on how to use the main features of the tool. As Asana is a software as a service (SaaS) tool, the checklist is a way to approach the learning curve in a simpler way. Once the &#8220;Get Started&#8221; call-to-action is clicked, you\u2019re redirected to an onboarding session to help you use the tool right out of the box:<\/span><\/p>\n<p><img decoding=\"async\" class=\"size-full wp-image-1772 aligncenter\" src=\"\/us\/en\/blog\/wp-content\/uploads\/2020\/07\/image17.jpg\" alt=\"Asana onboarding session\" width=\"638\" height=\"359\" \/><\/p>\n<h4><span style=\"font-weight: 400; color: #666666;\">What can be improved:<\/span><\/h4>\n<ul>\n<li><b>Where&#8217;s the customization?: <span style=\"font-weight: 400;\">The welcome email is very much a one-size-fits-all affair. Although it ticks all the boxes in providing information, it&#8217;s still quite generic considering Asana collects your company name and job description when you sign up. Including a personalized detail about the reader would make this email a solid 10\/10.\u00a0<\/span><\/b><\/li>\n<\/ul>\n<h2 style=\"padding-top: 40px;\"><strong>It&#8217;s your turn to stand out with your welcome emails<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Your welcome email is arguably the most important introduction you&#8217;re going to make to new customers and subscribers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It does so much more than just say hello. A welcome email should be the first brick you lay in building a relationship with your customers that makes them feel at home. It should also give them a sense of what your product or service is all about and create a clear path for the next step they should be taking in their customer journey.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Crafting the perfect welcome email requires a little bit of trial and error. However, once you get the formula right, the perfect welcome email allows your brand to stand out above the rest in your reader\u2019s inbox.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Welcome emails are right up there with the most important emails you&#8217;ll send to a customer.\u00a0 Why? Because it&#8217;s your chance to let your new customer know who you are and what your business is all about. More importantly, it&#8217;s a way for you to clearly outline what your product or service is going to &#8230;<\/p>\n","protected":false},"author":29,"featured_media":40728,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17901],"tags":[17924,254,17926],"class_list":["post-40707","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business-leadership","tag-how-to-create-a-welcome-email","tag-marketing","tag-welcome-emails"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v19.3 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>How to create the perfect welcome email | RingCentral Blog<\/title>\n<meta name=\"description\" content=\"Learn how to create the perfect welcome email, including 5 examples of real-life welcome emails for subscribers and 4 examples for new customers.\" 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