What Should I Put in a Welcome Email?
Your welcome email is the most-opened email you'll ever send. Here's exactly what to include to make a strong first impression.
2 min read · Updated 2026-04-15
Short answer
A welcome email should: thank them for subscribing, tell them what to expect, deliver any promised freebie, and give them one clear next step. Keep it short and warm.
Why the welcome email matters
Welcome emails have an average open rate of 50–60% — 3–4x higher than a regular newsletter. Every new subscriber will see it. Get it right and you set the tone for the entire relationship.
What to include
1. Thank them "Thanks for subscribing" or "Welcome to the [Brand] community" — simple and genuine.
2. Set expectations Tell them what they'll receive and how often: "Every Tuesday, I send one practical tip on growing your business online."
3. Deliver any promised content If they signed up for a free guide, template, or discount — deliver it immediately. Don't make them wait.
4. Introduce yourself briefly One or two sentences on who you are and why you're qualified to help them.
5. One clear CTA Don't give them five options. Pick one: read your best article, follow you on Instagram, book a call, reply to say hi.
What NOT to include
- A hard sales pitch on the first email
- A long company history nobody asked for
- Multiple conflicting CTAs
- Large images that slow load time
Example structure
Subject: Welcome! Here's what to expect 👋
Hi [first name],
Thanks for joining — you're in good company.
Every two weeks I'll send practical tips on [topic] — no fluff, no spam.
To get started, here's the most popular guide I've written: [link]
Hit reply anytime — I read every email.
— [Your name]