9 welcome email templates for different business types
You got the lead, but if you blow your welcome email, good luck getting that person’s interest back. On the other hand, if you absolutely nail it, you might have not just a loyal customer, but a loyal customer who’ll spread the word about your business.
I’ve helped all sorts of businesses with their marketing—everyone from eCommerce companies to folks promoting their newsletters—and I know that each business type needs a different style for their welcome email.
Here’s how to approach your welcome email based on your industry.
1. Welcome email template for newsletters
People sign up for your newsletter because they want more of what you’re creating. It’s one of the first stages of the customer journey, so you want to introduce them to your brand—it’s not time to directly sell them on your products or services.
The best welcome emails for newsletters show your new subscribers what to expect. You might send them a recent or popular issue as soon as they subscribe, and you should let them know the schedule they should expect to hear from you on.
Newsletter welcome email example
The welcome email I got from Intelligent Tuesday, a newsletter for the eCommerce company Intelligent Change, included a popular issue, so I could see what’s coming to my inbox. But they also added a little blurb at the top to welcome me and give me an overview of what to expect.
Other things you could include:
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Profiles of the writers who contribute to your newsletter
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A reminder that you can unsubscribe at any time
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Links to other content, like blog posts, eBooks, or webinar recordings
2. Welcome email template for SaaS and apps
When someone gets a welcome email for your SaaS product or app, it’s not necessarily because they wanted to hear from you: it’s because they signed up for a free trial of your product or opted in to their first paid month (and didn’t uncheck that marketing emails box).
But getting someone to sign up for the free trial—or even start a paid subscription—is only step one. The next step is getting them excited enough to log in and use it. If they don’t use it, they won’t start (or keep) paying.
That’s why, for SaaS welcome emails, you want to get your reader excited to hop into your product ASAP, learn how to use it, and add it to their regular schedule.
SaaS welcome email example
I recently signed up for the three-day trial from Brain.fm, a patented music platform that’s supposed to help you focus better (you can also use it for leisure time and sleep). I could immediately tell they worked hard on the welcome email—and it worked.
Reading this made me genuinely excited to use their product. They told me 100,000 other high-achievers were tuning in (yep, I liked being called high-achieving!), and they also reminded me that this isn’t just nice background music. It’s science.