Improve product engagement and activation with a helpful product welcome email.

What is a Welcome Email?

A welcome email is an automated email sent to users after signing up for a product or service. Welcome emails are an important part of the user onboarding process and can help set the tone for future brand and product interactions. A well-crafted email builds trust and credibility and helps users accomplish their objectives with your product.

Product welcome emails will include a friendly greeting and a thank you message for signing up. Depending on your product, it may be helpful to share tutorials or FAQs, information on contacting customer support, and next steps like completing their user profile.

Who uses Welcome Emails?

Marketing teams working with an online product or service can use welcome emails in their product onboarding journey. Growth teams may coordinate with the product, UX, and engineering teams to ensure onboarding emails align with the product journey.

Marketing roles such as product marketing, growth marketing, or demand generation may be involved in setting up welcome emails and product onboarding journeys.

What to include in a Welcome Email?

There are a lot of factors to consider when building a product welcome email. Here are some of the email elements to consider.

Email Design Element

Best Practices

Send Time

Schedule your welcome email to be sent immediately after the user signs up so their interest is still high.


Use a recognizable and trustworthy sender name and email address.

Subject Line

Use language that highlights the value or benefit of your product, such as "Welcome to [Product Name]: Get Started in Minutes!"

Preview Text

Include a brief overview of what the user can expect in the email, like "Learn how to get started with [Product Name] in just a few easy steps!"

Body Content

Use a clear and visually appealing layout that guides the user through the onboarding process step-by-step. Provide clear and specific instructions on how to complete the onboarding process, with screenshots or videos if possible.

Call-to-action (CTA)

Use action-oriented language that communicates the benefit of taking action, like "Start Exploring [Product Name] Now!"


Use the recipient's name.


Use the 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 Welcome Email

Let’s look at an example from

Welcome 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.

Adobe Portfolio - Product Onboarding Email

New Adobe Portfolio users are welcomed with a helpful welcome email.

What works well:

Example-Adobe Portfolio

Miro - Product Welcome Email

Miro provides a best-of-breed product welcome email loaded with helpful links and clear next steps

What works well:


Instagram - Get Started

Instagram invites users to take their first steps in this welcome email.

What works well:


Dorsia - B2C Product Welcome Email

Dorsia welcomes users with a simple email that prompts them to download the app.

What works well:

Example-Dorsia - Product Welcome Email welcomes new users with a guide to getting started from the founder.

What works well:

Welcome Email FAQ

How can I personalize the welcome email to make it more engaging?

How can I use product analytics to improve the welcome email?

How can I use the welcome email to encourage users to take action?

How can I measure the success of the welcome email?

Want to learn more?

There are even more email example categories to explore.

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