Use email to increase sign-ups for your product, service, or event.

What is a Sign-Up Email?

A sign-up email is sent out to a user to encourage them to sign up for a product, service, or event. Sign-up emails may also include instructions on how to use the service, links to helpful resources or support, and marketing messaging.

Who uses Sign-Up Emails?

Sign-up emails may be used by any organization that promotes a product, service, or event. Marketers in roles such as demand generation, product marketing, or email marketing may send sign-up emails.

What to include in a Sign-Up Email?

There are a lot of factors to consider when building a sign-up email. Here are some of the email elements to consider.

Email Design Element

Best Practices

Send Time

Send the email at a time when your target audience is most likely to be checking their email (account for recipient’s timezone).


Use a recognizable and trustworthy sender name and email address.

Subject Line

Use action-oriented language to convey the benefit of signing up. Include a sense of urgency or exclusivity to encourage recipients to act quickly.

Preview Text

Add intrigue to the email by highlighting the key benefit of the product, service, or event.

Body Content

Brief introduction to the offer and its benefits. Clear instructions on how to sign-up and take advantage of the offer.

Call-to-action (CTA)

Use clear and specific language for the CTA (e.g. "Sign-Up Now" or "Get Your Free Trial").


Use the recipient's name.


Use the brand logo in recommended resolution; use brand fonts and colour scheme.


Standard branded footer with email, telephone, and full address. Provide clear contact information in case the user needs assistance with their interaction.

Anatomy of a Sign-Up Email

Let’s look at an example from Hootsuite.


Sign-Up Email Examples

Real-world examples from some of the world’s top brands. Each example has been built in Knak, which means you can use it to get inspired for your emails.

Fitbit - Nationwide step challenge

Fitbit challenges America to move together with a national step challenge.

What works well:


Vimeo - Sign-up for Vimeo Create

Vimeo shares its mobile video maker, Vimeo Create.

What works well:


Hootsuite - Extended free trial offer

Hootsuite uses a sign-up email to share an exclusive, extended free trial with potential users.

What works well:


Wistia - Sign up for a 14-day free trial

Wistia promotes its 14-day trial for video creators.

What works well:


Packhelp - Black Friday offer

Packhelp reminds customers to get ahead of the Black Friday rush and order packaging ASAP.

What works well:


Lending Tree - Following Up With New Users

This follow-up email from Lending Tree uses personalization, clean design, and strong branding to get potential customers to re-engage with them.

What works well:

Example-Lending Tree - Following Up With New Users
Knak Example-Musicbed - Promote Sign-Up

Musicbed - Promote Sign-Up

Musicbed makes a compelling case to sign up for its enterprise plan with clean design, on-brand imagery, and benefit-driven copy that gets to the point.

What works well:

Creating emails - like this one - takes less than 22 minutes*


*on average for Enterprise customers

Sign-Up Email FAQ

What is a sign-up offer email?

What should be included in a sign-up offer email?

When should I send a sign-up offer email?

How can I ensure that my sign-up offer email is effective?

How often should I send sign-up offer emails?

What should I do if a user doesn't sign up after receiving a sign-up offer email?

Want to learn more?

There are even more email example categories to explore.

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