Every business should be sending welcome emails as soon as a customer signs up for your mailing list.
Boasting an incredible 93.41% open rate, welcome emails could just be the key to your success.
With all eyes on the first introduction, it's time to make your welcome emails count by ensuring they engage, delight and retain your customers.
If you're in search of inspiration for 2025, learn from these masters on how to exceed at your welcome email subject lines, template design, copy and overall vision direction.
New Balance
Subject line: Welcome to NB
We're off to a running start (well, here's hoping!) with this welcome email example from New Balance.
Shortening down the brand name to just two initials, New Balance shows a confident edge with its welcome email.
The focus is on product imagery rather than heavy use of copy, making it feel in-keeping with the website.
When creating a welcome email, it's important to think about the balance of elements. Depending on your target audience, opting for graphics more than text might make sense.
Just remember to reduce any images as much as possible to reduce the size of your template. This will not only help prevent your messages from going to spam, but will also lower the carbon footprint of your campaigns.
Athletic Greens
Subject line: Your Vitamin D3+K2 is awaiting you 💚
Athletic Greens or AG1 as the cool kids call it is known purely for its green juice supplement powder.
So it feels logical to put the made up mixture front and centre of the welcome email. This is accompanied by some clever CTA buttons to get users to make their purchase if they haven’t already, with a couple of discounts thrown in to sweeten the deal.
Something all email marketers should consider is the landing page that any buttons lead to. Athletic Greens has a custom offer page just for this deal, which highlights the discounts mentioned in the email once again, and also covers the product benefits.
AG1 could have gone to town explaining the benefits of their product in the welcome email, but instead, they paired back to not overwhelm users who have just subscribed. Since users will have likely already come from their website or social media pages, this is absolutely on point.
Peloton
Subject line: Who knows where this could go…
Peloton has one of the most creative subject lines we’ve seen for a welcome email since the word ‘welcome’ doesn’t feature at all.
This welcome email also has an unusual colour scheme. Most brands play it safe with a white background and muted tones. But clearly, this is all part of the strategy to be a disruptor in every way possible.
After all, Peloton was the brand that brought the concept of riding a bike inside, even if you live in a high-rise New York penthouse (or did, in the case of former Peloton rider Mr Big).
The tone of the email also puts the decisions in the hands of the audience, which for a high end product is smart. This flexibility also considers the many different scenarios of its users in terms of workouts but also setups. It leaves you feeling motivated to actually go work out.
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L'Objet
Subject line: Discover L'Objet
When you sell £2,500 vases based on Greek mythology on your website, your welcome email should feel as prominent as the gold and red clad Hoplite warriors that were around at the same time.
L’Objet has gone bold with a daring use of purple, green, orange and gold tones throughout its colour palette. This exactly fits their brand positioning, as their products are sold in some of the most exclusive department stores across the globe. The rich tones and opulent styling are all part of the mystique.
Even if your brand differs in every way from L’Objet, this is still a welcome email example you can learn from, since it has a very clear target audience in mind with every aspect of the detail. This welcome email isn’t looking to be a cookie-cutter of a competitor, it’s deliberately trying to be as unique as possible.
The White Company
Subject line: Thank you for signing up to our emails
The White Company is featured in our list of The Best B Corps For 2024. So here is a look at how their marketing is shaping up for 2025.
In true The White Company style, the aesthetic of their welcome email is very clean and simplistic. The imagery takes precedence, and very minimal copy follows up.
There is also a toolbar at the top of the email which acts as a landing page so that users can easily be transported to the most popular product categories.
Overall, this is a welcome email you want to look at because it’s easy on the eye and speaks rather than shouts at you.
Dyson
Subject line: Welcome to the Dyson community
Dyson is the only welcome email we received that onboarded us not as an individual user, but as a wider community, as if you are part of an exclusive club. This is very much in line with that high end experience that fits the Dyson brand positioning, since each of their products are a considered purchase.
(Dyson Airstraight, Dyson Cyclone V10 Vacuum and Dyson Supersonic Hair Dryer over here! 💸😬)
An unexpected surprise is a 10% discount on a future purchase, which wasn’t advertised when signing up for the newsletter.
The overall template design is succinct, but does an effective job in reaffirming the brand identity and providing an introduction to new users.
Some email marketers would have taken the opportunity to wax lyrical about new product launches, but this welcome email example just goes to show that’s not always necessary.
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GoPro
Subject line: Your first discount is inside
When you buy a GoPro, you’re looking to jump straight into the action with whatever you plan on filming—even if that means heading underwater!
Users who sign up for GoPro’s newsletter will be sent a discount code as a welcome email. There is no official welcome or explanation of the email content you’ll be sent as a subscriber. Instead, there is a strong commercial focus to encourage click-throughs to the purchase page.
There are no specific rules when it comes to a welcome email, so if you want to go ultra sales like GoPro you can do so. Given GoPro has a narrow product line, in many ways this also makes sense, seen as users are already familiar with the products.
Kew Gardens
Subject line: Welcome to Kew
When you visit Kew Gardens or a similar botanical site, you are going to take your time to notice all of the details rather than rush through.
So it makes sense that the welcome email for Kew feels more like a supplement you’d get in the Sunday Times rather than a quick foray to get you to a checkout page.
Beyond the areas you can see in this image, there were additional sections to explain what’s on. Each section had a colourful graphic and minimal copy. This clear sense of balance can be likened to garden design itself, making it a very clever strategy.
Also, don’t forget that welcome emails should feel customer demographic appropriate, including factoring in average ages. While anyone can become a gardener, the average age people take up the hobby is 41 according to research.
Therefore, email marketers should always ensure their email templates, copy and design have the target audience in mind.
Lavazza
Subject line: Discover the passion and excellence of Lavazza coffee
Let’s face it, when you want a coffee you just want to get straight to it with no faffing around.
Lavazza’s welcome email gives you a very brief introduction to the brand’s Italian history, then leads you to a series of engaging graphics where you can build your caffeine stash.
There are also some nice promotions scattered throughout. Email marketers take note that offering discounts is an excellent way to reward subscribers for signing up, and can also encourage higher open rates so long as it's not done to excess.
Cadbury
Subject line: Welcome to Cadbury!
If you’re not familiar with British chocolate, Cadbury was founded in 1824. There is even a village called Bournville (also the name of Cadbury chocolate!) which was created for Cadbury employees.
A signature aspect of the Cadbury brand is the distinct purple colour it uses throughout its brand identity.
Sometimes designers shy away from colour within digital design including email templates, but not with this Cadbury welcome email. Inevitably, what this does is make you want some chocolate, especially with the square of chocolate that has been included at the end—never mind AI, when are we going to be able to eat through our screens?!
There is also some lovely custom icon imagery to encourage users to interact further. Also making use of gamification, users can enter competitions or check out discounts and promotions.
Note to self: My diet is in serious jeopardy after writing this blog post.
Smythson
Subject line: Welcome to Smythson
Smythson is a luxury British stationery brand which was established over 130 years ago.
A sense of heritage is very much translated within the welcome email. Translating handcrafted history into a digital marketing asset isn’t an easy feat, but Smythson has done an excellent job here.
In the aspects of the email which we’ve cropped out, there are images of metal letter stamps and up-close shots of the product finishes. All in all, Smythson wants to show you all of the finer details rather than bombard you with manipulated images.
There is also a lovely touch about the brand’s founder, which reads: “Since 1887, when Frank Smythson opened the doors of his first store on London’s New Bond Street, we’ve been creating pieces that capture life’s unfolding narrative.”
To include that within the welcome email shows that Smythson is very much in tune with its history, while also giving the customer a snapshot of the present in terms of current product images.
Diptyque
Subject line: Welcome to Diptyque
Diptyque is a luxury Anglo-French fragrance brand.
Notice how this welcome email is very je ne sais quoi? As in, it greets you and provides a link to the website to start shopping, but it doesn’t go on and on.
This is right in tune with the marketing direction that a lot of luxury brands take, almost as if ‘old money’ is being translated into the branding assets.
Given that the brand is over 60 years old, the assumption is that you already know about Diptyque from a couple of generations of your family. So there’s no need to give you a complete history or tell you about all the products.
Overall, this is one of the most simplistic welcome email templates we’ve seen. Given the price points of Diptyque products, this is actually all part of the strategy. It also demonstrates a strong sense of brand identity when the logo itself is all that’s really needed.
BrightonSEO
Subject line: You're in! Thanks for joining us
BrightonSEO is an SEO conference held in the UK and the USA.
You’d expect that a sense of SEO-friendliness would translate into the email template, and that’s exactly what’s happened.
For instance, the content is easy to scroll through, everything works functionality-wise and the headings offer very clear explanations.
Also, props to the subject line for feeling very friendly and welcoming. As it happens, this is also what BrightonSEO events also feel like when you attend them, making this welcome email right on point.
What's also neat about this welcome email is that there is a gentle nudge about upcoming events, but also no hard sell to purchase a ticket there and then. For a welcome email, this is exactly what you want to see.
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Subject line: The latest news from Google, in your inbox
In true Google fashion, its welcome email has been custom designed to provide a truly curated experience.
The contents of the email link to key pages, such as finding out about search updates. But there is also no real push to cram in as much detail as possible. Instead, the design and contents have more of a relaxed and easy browsing feel.
Even in the parts of the image we cropped out, there is generous line spacing within the text. Sentences are also short and easy to read. This demonstrates how Google has thought about user-friendliness, including users who may not speak English as their first language.
This email example is clean, uncluttered and works.
Depeche Mode
Subject line: Welcome
As an email user, you might wish to Enjoy The Silence when it comes to your inbox. The exception is updates from one of your favourite bands about new music or upcoming tour dates!
The Depeche Mode welcome email is fairly simple in terms of its design and content. However, it makes excellent use of its button functionality to direct users to where they can listen to or follow the band.
While it would be cool to have Dave announcing a personalised form of ‘Good Evening Pasadena!’ (if you know, you know) to new users, the simplified design does its job.
A lesson to email marketers is that you can just include the essentials when welcoming new users, rather than having to go to town telling them every last detail.
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If you’ve been checking out the above welcome email examples for 2025, you might also be interested in the best email marketing tool for the year ahead—EcoSend!
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