Welcome emails are an essential part of a company's strategy for building relationships with new customers. They not only help establish that first contact, but also significantly boost engagement and loyalty, becoming the starting point for a long-term relationship.
In this article, we'll look at proven approaches to building welcome sequences that can be adapted to fit any business.
Why a sequence beats a single email
Unlike a one-off email, a series spreads information out over time. This lets you introduce the customer to the product gradually, without overwhelming them on day one.
- Gradual onboarding: information is delivered in portions, timed to the user's peak moments of engagement.
- Reduced churn rate: regular, useful touchpoints in the first month build the habit of using your service or product.
- Automation: the process is set up once and runs for every new user without a manager or HR having to lift a finger.
- Data collection: by analyzing clicks across the different emails in the series, you can segment your audience by interest for future offers.
4 strategies for designing welcome emails
1. A simple, concise approach
These emails are ideal for companies that value the customer's time and want to quickly inform them about how the partnership works and which support channels are available.
Sample copy: "Thanks for choosing our company! We're happy to welcome you as our new customer. Our team is always ready to help if you have any questions. Reach us at support@company.com, and we'll do everything we can to make sure you have a great experience with us."
Habr's "Confirm your subscription" and Aviasales' "Welcome aboard." These examples show a clean design with no unnecessary noise.
2. With a personal offer
Personalization is key to strengthening the relationship. A template with the customer's name and an individual discount makes the email feel personal and appealing. This is the best solution for retail and online stores looking to motivate a first purchase.
Sample copy: "Hi, [Name]! We're happy to welcome you to the [Store Name] family! Thanks for subscribing to our newsletter. As a thank you, we'd like to offer you 10% off your first purchase with promo code WELCOME10."
3. Motivation to learn more (activation)
A welcome email can get the recipient engaged with the product through useful resources. This helps the customer get value from their purchase faster.
Sample copy: "To help you get started, we've put together: a user guide in PDF, video tutorials with tips, and an FAQ section on the site. If you have any questions, we're here!"
eLama's "Getting started" — an email with a list of concrete steps and links to learning materials.
4. Navigating a complex product
For platforms that need detailed instructions, educational content creates a sense of support. The company shows it's ready to guide the customer through every step.
Sample copy for EdTech: "Hello, [Name]! You now have access to over 10,000 lectures. Start your journey into the world of knowledge today! Use these resources to figure out where to start: [link]."
Miro's "Start in three simple steps" — a perfect illustration of how to guide a user through a complex interface.
The optimal structure for a 30-day sequence
For stable conversion, we recommend sticking to the following send schedule:
Day | Email subject | Goal |
|---|---|---|
1 | Confirmation and bonus | Instant delivery of value and email verification. |
3 | Value and expertise | Explaining which of the customer's problems your product solves. |
7 | Tools and tips | Feature walkthroughs or a product roundup tailored to their needs. |
14 | Social proof | Reviews, case studies, or examples of how others use the product. |
30 | Conversion or a survey | A final offer for those who haven't bought yet, or collecting feedback. |
Canva's "Ready to start something new?" — an example of a reminder email that brings the user back to the product midway through the sequence.
How to build a sequence like this in the Letteros builder
You can build professional emails yourself using the visual editor. You won't need any coding or design skills.
- Build the structure: In the left panel, under "Modules", choose the blocks you need: headers, banners, text lists, and buttons (CTA).
- Set up the content:
- For educational emails, use modules from the "Content blocks" section with ready-made step numbering.
- For product showcases, drag in product cards and add links to your site.
- For personalization, use variables (e.g. [Name]) so the system automatically pulls in data from your list.
- Keep it on-brand: Change button colors and fonts to match your brand book in the editor's settings in just a couple of clicks.
- Check the result: Use the test send feature (the paper airplane icon) to see how the email looks in Outlook and on smartphones.
- Export: The finished HTML code for each email can be exported for uploading to your sending system.
In place of a conclusion
What matters most in a welcome email is sincerity and a genuine desire to connect. Personalize your messages, account for your business's specifics, and always aim to be useful. Moving away from generic templates helps turn a greeting into a powerful tool for building strong relationships with new customers.
If you're responsible for onboarding employees within your company, check out our article on internal newsletters:
Welcome Sequences for New Employees: Instructions and Examples for HR