Email Gallery

Welcome Email

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.

What to include in a Welcome Email?
Email Design Element Best Practices
Send TimeSchedule your welcome email to be sent immediately after the user signs up so their interest is still high.
SenderUse a recognizable and trustworthy sender name and email address.
Subject LineUse language that highlights the value or benefit of your product, such as "Welcome to [Product Name]: Get Started in Minutes!"
Preview TextInclude 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 ContentUse 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!"
PersonalizationUse the recipient's name.
BrandingUse the logo in recommended resolution; use brand fonts and colour scheme.
FooterStandard 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

Why marketing teams love Knak

  • 95%better, faster campaigns = more success

  • 22 minutesto create an email*

  • 5x lessthan the cost of a developer

  • 50x lessthan the cost of an agency**

* On average, for enterprise customers

** Knak base price

Welcome Email Examples

Adobe Portfolio - Product Onboarding Email

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

What works well:

  • CTA is the focal point
  • Screenshot product examples
  • Visual layout
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:

  • Friendly copy
  • Next steps clearly highlighted
  • Overall visual design

Instagram - Get Started

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

What works well:

  • Visual reinforce branding elements
  • Screenshots show product features
  • Clear next steps

Dorsia - B2C Product Welcome Email

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

What works well:

  • Beautiful visuals
  • Clear CTA
  • Minimal copy
Dorsia - Product Welcome Email welcomes new users with a guide to getting started from the founder.

What works well:

  • Personal connection to founder
  • Simple, easy-to-read design
  • Clear CTA

Tubi - Verify Email Address

Tubi makes getting started easy with a single, simple action required—verifying the email address used for signup.

What works well:

  • Obvious action item
  • Clear CTA present
  • Support contact readily available
  • Excellent use of Dark Mode
Tubi email example

Confetti - Registration process

Confetti makes registration simple with a clear request to validate the users’ email address.

What works well:

  • Email confirmation as the initial step
  • CTA is distinct and stands out
  • Design is clean and minimalistic
Confetti - Registration process

Moment - Welcoming a New Member to the Community

Moment celebrates the new addition to their large community with a welcome email and a discount off their first purchase.

What works well:

  • Multiple CTAs increase engagement
  • Unique value propositions centrally listed to build trust
  • Content is spaced out, ensuring high readability

Spotify - Email Newsletter Welcome

Spotify welcomes a new member to their Spotify Design community by telling them exactly what to expect (a lot of emails).

What works well:

  • Clearly communicates what to expect
  • Purpose driven email - limited content
  • Gives member a direct opportunity to unsubscribe

Scribd - Welcome Offer Email

Scribd welcomes their new user to the community with a free 30-day trial.

What works well:

  • CTA placed at the top of the email
  • Visuals of product offerings make trial more enticing
  • Limited copy and prominent CTAs

Create emails - like this one - in less than 22 minutes*

Watch a Demo

*on average for Enterprise customers


Welcome Email FAQ

Want to learn more?

There are even more email example categories to explore.

Explore our email gallery