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A Welcome email can serve various purposes, often more of them at a time.
There are all sorts of welcome emails out there. Before we dive into the specifics of welcome emails from 30 cool companies (design and content-wise), let’s take a look at the different categories:
Think with Google’s welcome email content starts with a specific design goal: two sections, each of which communicates a different message.
The top section aims at engaging the new user with the insights offered on the website and invites them to “dive in”.
The lower section features two buttons, the first of which repeats the upper section message, while the second invites the user to explore Google Best Practices.
Note: It’s also interesting how “dive in” appears in the subject line and is smoothly incorporated to the email content as a call to action.
Design: Overall, the colorblocking design attracts the user’s eyes to the top of the email – which is normal, but it also helps engage the eyes a little longer. All of the action is where the color is. Then, a quick glance takes the user to a selection of buttons.
Content: Repetition of the top section content, only served differently; possibly testing the CTR of a round image over a round-cornered button (“Dive in”). With regard to the second button, Google Best Practices does a good job getting attention with the exclamation mark bubbles. This connotes there is something that must be catered to, therefore increasing the CTR potential.
If you are a firm believer of “Less is More”, you’re going to love this one!
Content: This plain-text email style is growing in popularity.
According to some, this is considered to be a more personal communication choice.
Due to the complete lack of visuals, it could be that this email is easier to read.
There are no distractions, after all- and there are three very scannable items: a unique Calendly link, a getting started guide, and the contact support button.
Itcher is an interesting example as it has moved from a lean Welcome email to a richer one.
More specifically, itcher in 2015 welcomed new users with a single image that featured two pages of the app versions, with nothing more than a welcome email and a call to action.
In contrast, itcher in 2017 has revamped their logo, moving the light bulb from a dot on “i” of itcher to the front, chosen a website-like one-page theme.
Design and Content:
Then: The newsletter design featured a transparent design for the image of the two cell phones, and a “Sign in” button.
Now: A new user instantly immerses in the itcher mentality as soon as they read the top bar (“itcher Recommendations). This way, a new user who is not very familiar with the concept yet, jump starts their experience. There are three clear sections:
i) The first section is the most impressive of all three, and features a gradient background image.
Content-wise, its objective is to welcome the new users and get them to engage with the platform on the spot (“Get started”, “Rate now”).
ii) The second section is built around the user. A bold name personalization tag, followed by a short “thank you” note.
This is topped with more details about the user’s potential on the platform, as well as an email frequency notification.
A second call to action (“Go to itcher”) also directs to the same page as the previous call to action (“Rate now”).
Last, there’s two direct buttons leading to the Google play and App stores so that they can download the app straight away, at the click of a button.
Note how this welcome email features direct links to all of itcher’s official channels.
This is a less common type of welcome email: it welcomes the user to their first delivery.
Smart move to introduce someone to their delivery and create a separate experience about it, isn’t it?
Design: We see two sections, an introductory one and the primary one containing all the information needed by the user to track their order, manage it, and download the app.
The objective of every image is very clear and overall design is balanced.
The given email provides an overview of the procedure to be experienced by the consumer, covering all major aspects of this.
Content: We love how amazon uses quick headlines next to each image, to describe what the objective is, followed by short descriptions which provide additional details.
All CTA buttons are also clear and descriptive, thus adding to user experience around navigating the page or app.
Upon subscribing to get the BuzzFeed gift guide, users get a scroll-friendly newsletter.
The email is complete with a Welcome introduction, 7 gift suggestions, a list of “More From BuzzFeed” highlighting articles, and a referral link.
Design: The single-column design at image-width, is a concise way to display multiple items.
We also suspect that the small width is a smart trick to make the email content an easy read and quickly scannable.
Content: While this is a rather long email to receive upon subscription, we like the presentation style of this gift idea sequence.
Extra credits for the lower section of the email prompting the user to share it with their friends.
This eye candy newsletter design is one of our favorites!
IFTTT aligns perfectly its brand identity and adapts it to the newsletter on a block style.
Design: Three sections and a play with a color exchange, the color palette is limited, yet with dashes of color where possible.
Clean design that communicates an upbeat brand personality, and suggests ease of use.
If your Welcome email is not well-designed, you can’t really expect users to click those CTAs.
Content: The top section of the newsletter is a stand-alone ad card, as it welcomes the user and describes the offering in a single tagline.
With regard to the second section of the email, IFTTT breaks down potential for the user, i.e. Applets and Services, with separate, enganging CTAs.
As for the third section, users get a glimpse of the action that takes place on the website, with a dedicated link, inviting them to engage directly!
Last are additional links, with the bear minimum of design (i.e. the words themselves), taking the subscriber to the Blog, Support, or over to the Settings tab.
GoToMeeting takes a fresh look with an animated gif and a short text.
Design: Noone can deny the importance of color in brand identity building, and GoToMeeting takes an intelligent approach to this by bringing forward the orange color through a color contrast.
Content: In their five-section design, we enjoyed the title-size subject and the repetition of the CTA.
Did you notice that the CTA (“Sign in”) is mentioned 6 times throughout this email?
You can’t have missed them! It looks like the GoToMeeting team follows the strict “1 CTA per email” rule!
Dropbox takes a letter-like approach for their Welcome email.
Design: Unlike the majority of the emails that appear in this article, dropbox goes for no subsections in their welcome email.
Content: Following the welcome line, dropbox chooses to highlight the benefits of using their website, as well as communicate the brand new website design.
Throughout the newsletter, direct links to dropbox clearly invite the user to head over to their account and start exploring it.
Note that the links appear at different places, suggesting different level of user engagement depending on the point at which they clicked.
Finally, the bullet point list does a great job at outlining the benefits and providing more details about each of them.
The sign-off (“Thanks!”) is a nice touch, that gives the letter a lighter, more casual tone – directly from those who built the website.
Reboot with Joe is a health blog that provides subscribers with natural juice recipes and health tips.
In their first email, they choose to extend a warm welcome to their new subscribers with a photo of the contributors.
Design: Entrepreneurs and freelancers can take advantage of the photo option.
Doing so, helps them get across their audience as more personable and direct.
This is something that few businesses can benefit from, and it’s always more effective to see the person you are getting emails from, performance-wise.
As for the font color, orange and green splashes of color signify vegetables (e.g. carrots) thus, connoting a healthy lifestyle.
Content: In terms of content, we love how the amount of information shared in this newsletter is strategically structured in reverse order of importance.
That is to say, the welcome email starts off with a “Thank you” note and a notification on the email frequency.
What is more, with a growing level of engagement for those who choose to read on, the information is structured accordingly.
Stencil is a friendly online design tool with clear and simple design.
Design: We see two main sections in this email, and a pyramid structure in each one.
By pyramid, we refer to the following structure: a small icon, a headline, a short, two-sentences-long description.
Content: Stencil chooses to focus on two things: welcoming new users to their world of effortless design, and introducing them to the multi browser options.
This is completed with direct links to jump starting image creation and browser extensions.
This is really no matter of preference, rather a matter of objective and how design and content serve it.
If you can refine your copy to an extent that everything is succinctly communicated in a few lines, then, go ahead!
Paper is a mobile app that is marketed as the digital notebook for idea capturing.
Design: Paper is a single-section email that features a header made up of different content styles that can be designed on the app.
Content: While they skip the “Welcome to Paper” part in the body of the email and limit it to the subject line alone, the newsletter does a great job at familiarizing a new user with the potential of the Paper app.
Using short and clear headings, and concise descriptions for each, they redirect users with inquiries to the app (“…press “?” in the top-right corner of the app…”).
Adding multiple CTA’s is not our cup of tea, so we would not recommend including a series of links.
E.g.: the customer support page and the direct customer support email address, a “Learn more” call to action, an “Open Paper on iOS” button, and the social media buttons.
If anything, we would prefer a mosaic of buttons or more minimal still, with hyperlink-charged words.
Logojoy is a website that enables its users to generate a number of unique logos.
In this quick Welcome note, the team focuses on getting the subscriber to familiarize with the platform.
Design & Content: The newsletter design is pretty straightforward here.
A name-personalization welcome line, followed by a short video tutorial to get the user to feel more comfortable with the platform.
This is an excellent move to decrease the support queries and improve user experience.
The fashion behemoth invites website users to subscribe to their newsletter to get 25% off and free standard delivery on their next order.
Design: This three-layered design is in black and white tones, the only element standing out of which is the H&M logo.
Right below the logo, there are a few quick access buttons, which make it easier on the user to choose to “Shop now”, view “New arrivals”, and give the “Store locator” a spin.
The two photos that have been selected below are the images of a man and a woman, each taking the user to a different page on the site.
In essence, the two broad product categories in terms of segmentation (man/woman) are effectively reflected by design, namely the choice of two photos.
The lower layer of this email is the promised coupon – but the photo is no random choice.
Upon filling in their emails, users are given the option to have a more personal newsletter delivered to them (see below):
Ergo the image of the young woman.
Content: With no specific mention of the frequency of emails (maybe there is no standard frequency at all), hm welcomes their users to their fashion world and informs them of the content they will be receiving.
We would note that there is specific mention of “the latest fashion and trends, as well as special offers and promotions”.
Hear how that last part echoes? “Special offers and promotions”. Yep, leave the best for last!
Isn’t it absolutely exciting that a business defining itself as a marketplace for “creative assets and creative people” sends out this no-frill email?
Here’s another plain-text welcome email, by Envato.
Content: Note that the subject line does not welcome the user to the community; rather, it asks them to confirm their account.
Besides this being a GRPR compliance element, it is also indicative of Envato’s approach: short and quick.
The only welcoming mention is made in the second line of this five-line long email.
As for the call to action, not much choice: users either confirm their account or look at the help documents.
Sync is a platform that helps users store, share and access their files easily and privately.
Design: The color of Sync’s brand personality is a shade of blue – this is integrated in the newsletter as a header.
The welcome email is aligned left, including the logo at the header, and only the CTA button is aligned at the center.
This gives the email a less cluttered look and helps the button stand out.
Some of us here were a bit jealous of how Sync’s blue matches the universal color for every link. Sweet!
Content: Short sentences that build up as one reads on. Sync does not just welcome their new users, it is also kind enough to elucidate that their account has successfully been completed.
The primary objective of this welcome email, which also doubles as a great example of an onboarding email sequence, is to get the user to download the Sync apps to their devices.
Then, two subsections ask the uncertain user to contact support as well as offer a quick start guide, enhanced for Windows and Mac.
Interestingly, the help link is mentioned again at the bottom of the email.
Judging by the ratio of appearances it makes, second to downloading the app is getting the subscriber to engage with the platform, even by asking for help.
The iHerb email is probably the most benefit-oriented of all in the list.
Welcoming is one of the goals of this email, but certainly not the primary one.
Design: The iHerb logo is major in the header, and the welcome note, however large, is not the ultimate goal of this email.
The mere space it takes in the body of this email suggests that the benefit list (namely Loyalty credit and Rewards program) is the ultimate goal.
Content: Essentially, highlighting the benefits that will differentiate the service from the competition is the number one goal.
Finally, flexible sign-in options are mentioned – our guess is that this is another way to take the effort off of signing in and suggest that the users can effortlessly sign in on the spot.
Lifesum is a business that promises to provide its users with a health score of their lives, when they enter their health habits.
Design: Upbeat and colorful, lifesum’s welcome email is a treat for sore eyes.
Clearly sectioned in two major parts, this email design is so clean that you’ll find yourself want to scroll down fast to check out all of their designs!
Content: The top section has various healthy and nutritious foods welcome the user themselves – nice personification touch, right?
The second and main section of the email body is all about getting started in the lifesum app.
Meal tracking, ratings, and meal planning are a few of the actions they can take to get started. We like the cute sign-off at the bottom of the email!
Uber’s welcome email is more on the onboarding side as well, rather than the welcome side!
Design: Uber’s black color identity is not limited to the dark color palette; instead it is brought forward thanks to the use of two more colors; blue and sea green, and their various shades.
Architecturally speaking, the two main sections of the email cover 40% and 50% of the email body, and visuals make up almost one third of this beautifully designed email.
Content: For Uber, the welcome part has been covered in the subject line, which is why the top section of the email design covers what the app does for its users, with a quick CTA to get started.
The lower section focuses on the how. User stress when starting something new is easier to cope with when providing an example or a video tutorial.
In three sentence-long paragraphs, Uber explains the three phases of getting a ride through their app.
Welcoming new loyalty program subscribers, Emirates Skywards sends a long, nevertheless detailed email.
Design: Split in three sections, the top section features an image and a personal greeting. The middle section is a step-by-step guide on how to start collecting miles, and the third one is a teaser of the emails to follow.
In the second section, design and images play an important role. It onboards users and familiarizes them with the procedure and user interface.
Content: This email has a strong lead from the content itself.
For instance, airline loyalty systems elicit higher engagement from regular travelers. Therefore, it is highly likely that the recipients of this email are more likely to sign in to the website and complete their profile details.
Following this, they can print a loyalty card, and download the app. With a little help from design, the total of actions to be taken by the user is presented as a single, seamless experience.
Hotwire is an adventure designer website, offering a wide variety of services, all of which are communicated in the email.
Design: There was some concern among us about the design choice made for the CTA of the top image – it appears as if the email does not appear properly.
However, we do like how each of the offered services gets their designated CTA.
Content: The top tagline reads “We love travel as much as you do”: right off the bat, the email establishes a connection with the subscriber.
Starting off with something your well-defined audiences can relate to and identify with.
This will endow your welcome email with a personal tone, and will establish brand loyalty foundations.
Within a year, expedia.co.uk newsletters went from a cluttered and noisy design, to a neat, clean design.
This is an excellent example of how far A/B testing can take a business, coming up with a newsletter design that engages more, inspires more, sells more.
Design & Content: Pluck up the courage to depart from a newsletter that could perform better and set out on a journey to design a newsletter that converts.
Sure, your business is awesome and there’s so many things you want your new users to know about, but don’t do that on the same email.
Every email of your Welcome email sequence should have one objective and be designed around that single objective.
As for the rest of the information you want to share, set up a welcome email sequence that covers all of these aspects.
Move on to:
LinkedIn’s online learning company, Lynda welcomes new users with a very practical email.
Design: Four sections in black and white tones, and left alignment for the text, from header to footer.
Information is organized clearly and columns are used in every other section to accommodate more information.
Content: What comes in very handy in account-based services is sending over user details in the first email.
The first email is a quick one to look up in the search bar and ease-of-use is what you want to be remembered for.
The second column details found in the top section are a bit distracting and loosely related to one another, and the fact that the second section adds more call-to-actions might disorient the recipients further.
The available courses from various fields are intriguing and invite the user to explore further and discover more.
Last, there is a dedicated section to customer support contact details, which is a repetition of the top section content.
Blue tomato takes a more active approach and goes straight for the welcome voucher!
Design: This outdoors-y look is one that most would find themselves aspiring to.
The photos communicate the snowboarders’ lifestyle effectively, with images from snowy mountains and off-piste skiing photos.
We are a bit concerned about the brand-label like logo placement at the top left, as it is not aligned with the product categories appearing at the top bar.
The same goes for the mid-section with the four categories (Freeski, Travel, Streetwear, and Sale) which, even if that is a designer-intended touch, it does create an uneasy feeling to some viewers – we should know!
Content: Check out how direct and cool their text is: the style, tone, and language used here is more playful and lively (see “POW POW POW!”).
Also, the use of expressions such as “Same with you?”, “Now that you’re family”, or “feel at home” establishes a connection with the user on the spot!
And that discount voucher makes it easier still!
The popular fashion brand is famous for its amazing combination of visuals and writing style that permeates their campaigns.
Design & Content: katespade campaigns is a great starting point for someone who wishes to redesign their welcome email sequence or onboarding workflow.
The playful brand personality is expressed with colorful choices and smart copy!
Oh, and they have a signature style in subject lines: lowercase letters – as they appear on their logo!
Unlike other welcome emails cluttered with information, kate spade does a great work here! Minimally presenting many options and not take away from the user experience is their specialty!
It does not distract the user either, as the user will encounter this information once they start to roam their eyes around, looking for something that will catch their eye.
And that 15% off at the bottom, while not so evident, few people will miss it!
Another CEO who steps out to the front yard to welcome their new users! Zapier’s Wade Foster sends out a simple, plain text email.
Content: This plain text email enriched with a couple of links that pop out.
These are implicit action kick-starters, as they invite users to get:
· individual Zap recommendations (hello, profile building!),
· started with building a Zap (oh, we didn’t notice you there, Engagement!), or
· help from the knowledge base!
Although we did miss brand identity in the email, this is an effective welcome note altogether.
Premium Spotify uses get an executive welcome email!
Design: We lllllove gifs! Ask your graphic designers to work their magic! As long as you can make sure gmail does not clip them [LINK].
Spotify pulled it off with this minimal and stylish presentation of how to create a playlist successfully.
Our expert tip: To avoid confusion in longer gifs, add a start or end slide!
Content: After welcoming the new user, the features of this center-aligned email body take over.
Purchasing bitcoins is apparently a thing, and Coinfloor is at it!
Another plain-text email that cares to welcome and thank the new user! Then, it asks them to confirm their account and share some popular articles from their blog!
Smart way to drive traffic straight to your blog, don’t you think?
Traveling around the world and you find yourself in dire need of a lounge?
Loungebuddy takes care of that with a quick email! It only asks for email verification after it welcomes them to their community!
Emergency? Grab the email of Support and go! This is indicative of the a spot-on email.
GitHub, the popular software development platform’s welcome email is short and to-the-point.
Meantime, introducing new users to the potential they have on Github and prompting them to start a project, the email does a pretty good job at both.
Design: The GitHub logo is an octocat and, upon registration, the user gets their avatar next to the GitHub logo.
This is a nice way to make the new subscriber feel appreciated and welcome as a part of their community.
Content: In terms of content, users get a welcome by their username and a quick overview of the potential they have on the platform.
We loved the positive reinforcement of “We’re excited to see what you make”! Having said that, it goes on to invite the user to a world of possibilities.
Alternatively, the “Hello World guide” will help them get started in a most practical way!
Groove’s popular blog is what has been earning them massive popularity over the past few years. What’s their secret sauce? Why does virtually every Groove email becomes a model in the industry?
Content: No images, plain text, no bold, no italics, nope!
We can think of a few reasons why this is one of the most personable, handwritten almost, welcome emails out there.
It’s Alex’s signature style and this letter-like approach that makes this so unique.
The only information that stands out is the links appearing here, namely Alex’s email and twitter name, subscription management options, as well as a free trial link.
… here’s a few points to consider:
-What is your main objective in this email? Build your Welcome email around this.
-Are you going to go for a plain-text email or an HTML version?
-Are you going to have form serving content or the other way around?
-How many sections are there in the Welcome email design?
-Is your Welcome email a stand-alone email or is it part of the Welcome workflow or Onboarding sequence?
Don’t miss our automated Thank-you email tips for 2018 (BONUS: Quick slideshow with tips)!