3 Good Welcome Email Examples

We talk about setting expectations in your email marketing campaign, and the welcome message is often overlooked as a place to do that. This is an ideal place to let subscribers know they have successfully signed up, what emails to expect from you, and any other important information.

The welcome message is the first message in your autoresponder series. Whether you are just setting your messages up or have had them in place for a long time, it’s time to ask yourself if your welcome message is one to be proud of.

In this article we’ll look at three businesses that have done an excellent job in setting up their welcome message.


Click for full example

Jamie Coles manages the email campaign for http://www.freewebstore.org, where you can sign up for their e-newsletters. First off, he did a really good job with the layout of this message. Notice the company logo at the top:


Inserting the company logo at the top of each email helps with brand recognition and consistency. If your subscribers are able to easily identify your emails, that will help with reducing unsubscribes and complaints.

After explaining the value of being on his email list, Jamie details what to expect tomorrow:


Little teasers like this are great for keeping subscribers hooked. They know what they can look forward to, and that they will need to read your email tomorrow to get that information.

Sports Car Digest

Click for full example

Jamie Doyle runs the email campaign for http://www.sportscardigest.com.

Jamie breaks down the information that will be shared with his subscribers very well. One line in particular really helps set subscriber expectations:


Letting the subscriber know what day to expect emails means they will be prepared when the email shows up in their inbox and will be anticipating it.

Jamie also asks the subscribers to add him to their address books to insure these emails will be delivered:


If you’re in your subscribers’ address book, you’re much less likely to be filtered into the Spam/Bulk folder. With Gmail’s priority inbox, it’s even more important to make sure you remind your subscribers to do that.

Fun Music Company

Click for full example

Kevin and Janice Tuck run the site http://www.funmusicco.com, which offers resources for music teachers. Janice has an attractive welcome message using images and side bar links:


A lot of HTML email templates have these side bars that allow you to have images and listings of featured products without distracting the subscriber from the main point of the email. These multiple calls for action will keep subscribers engaged with your website.

Janice does a great job in explaining what to expect in her emails:


It’s important your subscribers know up front exactly what they signed up for. The more your subscribers know about your email campaign and what to expect from it, the less likely they are to unsubscribe or complain.

How to Apply These Lessons To Your Welcome Email

Make sure your welcome message sets expectations, and that it (and all your messages) are consistent and keep subscribers engaged with your website.

You can accomplish this by:

  • Letting subscribers know when you’re sending messages
  • Explaining to your subscribers what you’ll be sending them
  • Asking subscribers to add you to their address book
  • Branding your messages with your logo
  • Using templates that will allow you to feature products in the sidebar (if applicable)

How Does Your Welcome Email Stack Up?

What have you done to set subscribers’ expectations in your welcome email?



  1. Blue Elvis

    10/14/2010 11:38 am

    Hi Crystal,
    Thank you for the excellent critique. Very valuable tips!

  2. Larry

    10/14/2010 2:33 pm

    Great article, great examples, very useful.

    But I think I’m missing something here… Is there any email template in your collection suitable for promoting special offers, one that could show, let’s say, 6-9 products with pictures and prices like a real commercial newsletter?

    In the second example, the one with Fun Music Company, you have mentioned "side bars that allow you to have images and listings of featured products".

    Well, I went to the HTML email templates collection (http://www.aweber.com/email-template-gallery.htm) and I can’t seem to find a similar template. I looked in several categories (retail, promotional, corporate) and I don’t see one similar with that from Fun Music Company or one simply showing a grid with several featured products.

    Can you please assist?

  3. Kevin Lankford

    10/14/2010 3:10 pm


    I was told at one point that people don’t really like templates in their emails, but I really like these examples. Plus your idea of being able to add products in the sidebar is very convincing.

    Telling the subscriber what to expect is also a marvelous idea. It’s like Oprah saying we’ll be back with such and such guest.

  4. lotfi

    10/14/2010 3:56 pm

    Wow, excellent critique.

  5. Orlando

    10/14/2010 4:31 pm

    Your website is very interesting and has a wealth of good information. I will come back regularly to read and update my knowledge of marketing online.

  6. Mickey Wong

    10/14/2010 6:27 pm

    Excellent tips, Crystal.

    Using a teaser so people look forward to the next email is a great idea. TV programmes do this all the time to keep us all watching, but I don’t think it’s used enough in email.

    Asking subscribers to add you to their address book or list of contacts (a.k.a. whitelisting) is often overlooked but it’s so important to do. After all, if your next email ends up in their junk folder then they’re not going to see it.

    To make sure more people whitelist you, it helps to include a link to your website where you can provide simple instructions on how to do it. You can use text instructions, screenshots and even video to show people exactly what to do for different email clients.

    If you prefer not to create these instructions yourself then check out WhitelistNow. It’s a new whitelisting tool you can add to your site and it provides video tutorials and text instructions for subscribers. What’s more, it also has a nifty feature that lets subscribers add you instantly to their address book without leaving your site.

  7. DJ Sobanjo

    10/15/2010 3:42 am

    This is really very useful.

    I am going to make sure I go back to my welcome messages and do this.
    These little things do make a big difference.

  8. Crystal Gouldey

    10/15/2010 9:04 am

    Larry- The Fun Music Company actually uses the Modern purple/black template. If you go to the Message Edit page and load that template you’ll be able to see that more clearly. They just inserted their own images in the placeholders. The "Tech" templates also have that set up.

    Mickey- Thanks for the awesome tips on whitelisting! It’s definitely important to get subscribers to do that early on.

    Thanks to everyone else for your comments! Glad you like the examples.

  9. Larry

    10/15/2010 2:51 pm

    Crystal, I appreciate the answer, thanks a lot.
    Those templates are ok but for promoting several products they need some modifications. I’m trying to modify them in that interface but it seems very difficult. What I’m trying to say is that a real commercial template (where one would be able to insert several products) would help a great deal for little shops like mine.

    Thanks again, anyway!

  10. Nick Stamoulis

    10/18/2010 7:57 am

    Great post here! Having such ideas incorporated into your email marketing messages helps also to show those on the list that you are a trusted source, it shows you care and helps build their trust, and by putting useful information like what they can expect to see in the issue will keep them engaged and less apt to opt out of your email list. You want to retain them as long as possible.

  11. Maria Annell

    10/18/2010 4:26 pm

    Thanks Crystal, helpful post, as usual! :)

    Larry, I agree that copying and pasting whole pieces of templates is not very practical in the interface… My workaround ( which may not be the best!) :

    – Pick a template in aWeber
    – Load it
    – Copy the complete HTML code (using the source tab at the bottom)
    – Paste it into your favourite html editor
    – Play around with it in there (much easier for setting up tables, copying, pasting, adding pictures… for pictures, remember to upload them somewhere so the “source” is always “http://yourserver/pics/pic.jpg” and not a file on your local hard disk!)
    – And then paste the final html back into aWeber!

    Most of the time, I do this once, and then I use the “copy” function for each new edition…

    If you’re not that familiar with HTML editing, you could have someone do this for you, with the longest possible list of products, for instance, and then just copy it and remove whatever parts you don’t need for that issue!

    Hope this helps…

  12. Brett

    10/19/2010 1:49 pm

    Delicioused! Got some good ideas out of this post. I’ve long proscrastinated updating the design of my auto responder messages. This item has moved up on my list of things to do.

  13. Larry

    10/19/2010 4:40 pm

    Hi, Maria

    Thanks a lot.

    Your suggestion might help a lot… I don’t know why but sometimes I get stuck with for particular reason instead of moving forward. :)

    I am a little comfortable with html and I think I could manage to play with it at least partially but, like I said, I got stuck and I didn’t think about this solution myself… So, thank you very much once again…

  14. Larry

    10/19/2010 4:49 pm


    I think I was too busy "blaming" :) Aweber for not providing some designs suitable for e-commerce, that’s why I got stuck.

    Nevertheless, I do think that Aweber should focus more on solutions for e-shops, including well structured forms to be suitable for promoting products. ..Just like the commercial newsletters that we receive from the big e-shops, e.g. from perfume e-shops like the one that I am managing.

  15. rebecca

    10/21/2010 6:21 am

    Excellent advice – love these tips right now because I’m in the midst of setting up my newsletter – learning as I go, making tweaks as suggested and having a whole load of fun at the same time! Thanks

  16. Kevin

    10/22/2010 1:22 pm

    Some great tips that I looked over when creating my welcome e-mail. I am going to re-do it this afternoon to include the tips from the article. Thanks again for a quality blog post!

  17. Go

    11/4/2010 12:59 am

    My welcome satisfies the majority of the above points. I followed Problogger aka Darren Rowse to get the welcome email I have now.

    The welcome email works great and thanks for sharing these tips.

  18. Tim Genster

    11/8/2010 11:07 am

    No doubt I can use these ideas for my clients. Being able to show them is much easier than trying to simply describe it. Thanks!

  19. pisco

    11/10/2010 6:19 am

    I’m lacking three of those points. It’s these little obvious things that make the difference between an average and a good mail :)


  20. Kaz Pawlik

    11/13/2010 9:23 am

    I just want to say thank you for very informational post. I will definitely use this idea.

  21. Philip Ellis

    11/13/2010 3:25 pm

    Thanks for the tips. I wasn’t asking people to add my email to their address book! Now I hope to have more opens with some of my emails!

  22. Ramya108

    11/16/2010 5:20 pm

    Excellent tips!
    I should definitely improve my welcome e-mail and now I have plenty ideas about how to do this.

    I especially liked the teaser and logo ideas.

  23. awnatali

    11/18/2010 1:40 pm

    Hello! Today is my first day in your friendly community. Now I am trying to research how to begin. And the first step is the welcome email. Your examples are very useful for me. Thank you.

  24. Jocelyn

    11/21/2010 1:36 pm

    Thank you for the tips on how to set up a welcome email effectively.


  25. Randy Schrum

    11/26/2010 7:32 am

    Great Reminders,

    I sometimes forget these simple steps to have a good email database.

    One thought though, doesn’t using the templates hurt your conversion rates of open and click throughs since many people disable html and pictures?

  26. David Welton

    11/26/2010 11:09 am

    Absolutely agree with the article Crystal, the first point of contact is the most important step in building a trusting relationship.

  27. Nick

    12/27/2010 10:56 am

    Finally I can send out some really effective emails! Thank you a lot for sharing these tips.

  28. Rachael Mah

    1/1/2011 7:27 pm

    Great email marketing tips. Please continue to educate us as aweber users. :)

  29. CS

    4/28/2011 12:04 pm

    Great post. As we have just started to collect the e-mails of our visitors we will make sure to implement some of your tips here when setting up our welcome e-mail.

  30. W

    5/29/2011 11:07 am

    Awesome blog keep up the good work really enjoyed reading this.

  31. Pabsies

    5/30/2011 9:12 pm

    Great post and great tips, especially for internet retailers and their email marketing strategies. Welcome emails are important and can set the tone of what a customer or subscriber can expect.

  32. John Roberts

    6/15/2011 9:42 pm

    Hey I really love that sidebar option within the HTML emails! Never thought of that!

  33. Yogin Vora

    9/4/2011 3:32 pm

    Really Speaking the Above tips are very helpful. Would surely recommend all as the example above is of different niche market! which shows variety if idea in marketing. Thank You

  34. N

    10/1/2011 11:58 pm

    Hey! I simply wish to give an enormous thumbs up for the nice information you’ve gotten here on this post. I shall be coming back to your blog for extra soon.

  35. P

    11/10/2011 7:08 pm

    Once I originally commented I clicked the -Notify me when new feedback are added- checkbox and now each time a comment is added I get four emails with the identical comment. Is there any approach you possibly can remove me from that service? Thanks!

  36. Rebekah Henson

    11/11/2011 9:09 am

    P – There should be an unsubscribe link in the email notifications that WordPress sends. Open one of those notifications and look for this line:

    “To manage your subscriptions or to block all notifications from this site, click the link below:”

    Then click the link to unsubscribe from further notifications.

  37. Alec Jones

    11/15/2011 5:19 pm

    Thanks much for these useful tips. I never regret signing up with Aweber over any other contact management service out there!

  38. Sandra

    11/28/2011 12:17 pm

    I actually enjoy getting template newsletters like these examples more. They are more eye-catching and I am more prone to reading them over just an email with no formatting of fonts.

  39. Lucie Ellis

    12/21/2011 6:35 am

    I would be great if the newsletter signup for Freewebstore actually worked!

  40. Niko

    1/17/2012 1:58 pm

    I’ve been using Aweber for a while now and I’m just finding this post. I’m definitely going to be changing up a few of my welcome emails today to hopefully improve my conversion ratio.

  41. Samrath Gupta

    2/29/2012 9:14 am

    Awesome Post… This is what I was actually looking for 😉

    Looks like Aweber does a lot for Email marketers 😀

  42. Top 10 Causes for Spam Complaints

    3/23/2012 8:07 am

    […] Provide details in the web form, confirmation message and welcome message that let subscribers know what’s going on and what they need to do (confirm, check email […]

  43. Up

    5/11/2012 8:52 am

    Fantastic info – some seriously good advice being handed out here!

  44. Nathan

    11/7/2013 3:13 am

    Wonderful tips!! this is the one i am searching for…