Welcome emails set the tone for how your new users expect to interact with your brand. Greeting newcomers with the right messages is important for building their loyalty, increasing retention and lifetime value. Learn the best practices for creating effective welcome emails!

The success of your customer onboarding efforts is highly dependent on the first few touchpoints, and it all starts with a welcome email.

What is a welcome email?

A welcome email is the first touchpoint with your newly acquired user. Usually it's a friendly hello that encourages them to interact with your product, gently guides them to the first purchase or just simply shows that you care.

Are welcome emails effective?

According to the research by Invesp,

  • Welcome emails get 4x more opens and 5x more clicks than regular marketing emails;
  • The typical open rate for a welcome email is 50%, which means it can be 86% more effective than standard newsletters;
  • 76% of people expect to receive a welcome email immediately after creating an account or subscribing;
  • Users who get a welcome email are typically 33% more engaged and willing to interact with a brand.

What makes a good welcome email?

A good welcome email is informative, neat and engaging. It briefly explains the basics, creates interest and tells you what to do next.

In this post you will find examples of such messages. Even though there are best practices, it's important to remember that different businesses have different audiences, so A/B-testing is always highly recommended.


Figma is a popular browser-based UI/UX design tool. Its welcome email greets new users with a logo, expresses excitement about a new user and offers helpful tips on how to start using the application.

Short, clear and actionable: the Call-To-Action button takes users to the dashboard, where they can start creating.


Grammarly is a digital writing tool that processes language with the help off artificial intelligence. Its welcome email is inspiring and informative. Once again, it also offers a short guide on how to use the service, explains its value. With the help of gifs and screenshots, the functionality is shown in a visual, easy-to-understand way.


Asana is a popular project management solution. All the tips you might need to start working with the tool, are included in the welcome email. The CTA takes new users to the dashboard, where tips appear as they study it.


Airbnb is an online marketplace for arranging or offering lodging, primarily homestays, or tourism experiences. Its welcome email is a colorful greeting that motivates new "community members" to start exploring the experiences Airbnb offers. The email contains all the buttons a new user might need to help them get the most out of the service.

To sum it up, there are no strict rules on creating a well-performing welcome email. However, there are certain traits that all effective welcome emails share. Neat, informative and engaging emails will make a great contribution to the success of your marketing communications!

Create your welcome email now and start building customer loyalty with Pushwoosh email service!