Welcome Email Templates to Convert Leads and Engage Customers
6 ready-made email nurture series templates for new subscribers and new customers
When a person has just subscribed or bought for the first time, their interest is high. They likely want to learn more about your brand and what you can offer them.
Because of this heightened interest, welcome emails typically have higher open and click-through rates than standard marketing emails.
That makes welcome emails a powerful opportunity to:
- Help solve challenges and build trust in your expertise
- Educate subscribers about your business
- Build a relationship with your ideal customers
Are you maximizing this opportunity to engage your new subscribers and buyers and make a great first impression ? If not, we’ll help you change that by giving you welcome email templates you can implement right away, as well as some guidance on best practices.
You’re probably wondering what kind of content you should include in your welcome email series. You can look at the examples below to get inspiration for writing your own emails, or download and customize these pre-written email templates.
Welcome email template examples
Let’s look at a few examples of different types of welcome emails for inspiration.
You’ll notice some recurring themes in these examples:
The “please whitelist us” welcome email
You could simply send an email that says, “Thanks for your interest in Company Name. Please add this email address to your contacts or to your safe senders list so you’ll get all the great stuff we have coming your way.”
But that’s kind of boring, so another way of doing it is to add the whitelist request to the P.S. of an email with more valuable content in the body of the email, as seen in the example above from Teachable.
If you look at the full Teachable email, it’s an excellent example of:
- Clearly stating up front the purpose of the email
- Sharing emotional quotes from customers that viscerally communicate the purpose of the Teachable community
The “watch this video to get started” welcome email
Sharing a video is a great way to provide important foundational content that both educates subscribers and shows off your expertise.
This example from YNAB also showcases how your welcome email can convey your brand voice and put your customers at ease. This is especially important with topics that your audience might find intimidating or may have had difficulty with in the past.
The “next steps in your subscription” welcome email
If you have a subscription product, then the welcome email is an important reminder of what to expect immediately and over time. This is a great opportunity to reiterate the value of your subscription and reinforce the feeling that the customer made a smart purchase.
Check out this example from Refreshments, which has a celebratory tone and leads with the message that “all you have to do is nothing,” conveying ease of use and a smart purchase.
The “browse our favorite blogs” welcome email
If content is a big part of what you offer, then the welcome email is a great place to show off your most popular pieces. This works for traditional blogging but also for video blogging.
This example from The Field Report begins with a short message that describes what kind of person this subscription is for, and a gentle reminder to whitelist their email address. The rest of the email features top articles in three areas of common interest to readers. They use lots of beautiful photos to appeal to their aesthetic-sensitive readers.
The “follow us on social media” welcome email
If you have a highly engaged social media following, then you may want to encourage new subscribers to join the community on your social channels.
Maximize welcome email engagement by using a series
Single welcome emails like the ones above are acceptable, but a series of 3-6 emails is ideal for engaging your new lead or customer and solidifying your relationship with them.
Six types of welcome email nurture templates
Let’s look at some common types of welcome email series. For all of the examples below, you can download the pre-written templates (using the form on this page) and customize them to your business.
1. Lead magnet delivery email sequence
This email sequence is designed to deliver a lead magnet, begin to establish you as an expert in your field, and outline what your subscriber can expect next.
2. Newsletter subscription email templates
This series is for new subscribers to your newsletter, blog, or mailing list. You’ll share some valuable content right away and let them know what to expect going forward.
3. Free trial welcome series templates
When a lead signs up for a trial of your product or service, use this email welcome series to help them get value from the trial and see the benefits of purchasing the full product.
4. New client onboarding welcome templates
This series is especially helpful for service-based businesses and can be used to set expectations, communicate what next steps to take, and provide links to key documents. It helps improve the client experience and boost retention.
5. New customer welcome email templates
This series is geared towards product-based businesses to engage a customer after their first purchase. Use it for upsells, referral and review requests, and building brand loyalty.
6. Loyalty program welcome sequence templates
Download ready-made welcome email templates for free
To get the templates for all six of the series listed above, including pre-written text that you can copy, paste, and customize, download our free guide, .