According to Salesforce’s benchmark study, welcome emails (42%) are the third most popular type of email sent by businesses, trailing only to newsletters (66%) and promotional content (54%). And, of those who send them, three quarters rated them as highly effective.

But why are they so important, we hear you ask? Well, if they’re done right, they engage new customers straight away, prompt recipients to start the next stage of their journey, and provide a platform to follow up on any value propositions you promised (like a new customer discount, for example).

One last important thing to note before we dive in with the templates:

The 6 golden rules

1. Send your welcome email ASAP

2. Remember to stamp your branding on it

3. Include social links to encourage further engagement

4. Track your email analytics and act on any concerning metrics

5. Keep them short and to the point

6. Only use personalization if you’re 100% confident your data’s correct

Now, on to what you came for…

Example 1: product purchase

Hi [insert name],

Thanks for choosing Company X for your Product Y needs - we’re so happy you chose us!

We’ve been delivering our goods to customers - like you - for X years now, and we can’t wait for you to see what all the fuss is about.

As our welcome gift to you, we’d like to offer you 15% off your next purchase with us. To claim your discount, simply enter the code WELCOME19 at checkout.

And if you want to keep up-to-date with our activity (including exciting giveaways!), don’t forget to follow us on LinkedIn, Facebook, Twitter and Instagram.

Thanks again,

[Company X] team

Customer success community | Customer Success Collective
Connect, collaborate and learn from - and with - customer success people all over the world in a community dedicated to serving the customer success profession.

Example 2: service sign-up

Hi [insert name],

Welcome to the team!

We’re delighted to have you on board and we can’t wait to start supporting you with our [insert service name].

The next steps are super simple:

1. Your dedicated service manager will be in touch soon to talk you through the set-up process.

2. Our Finance Team will invoice you on the [insert date] of every month.

3. If you have any questions, our customer service team will be available on [insert phone number] between [insert hours and days].

It really is that easy.

For regular updates, news, hints and tips don’t forget to check into our blog every now and then, and if you’re feeling social, why not hit us up on Facebook, LinkedIn or Instagram?

Thanks again,

[Company X] team

Example 3: newsletter sign-up

Hi [insert name],

Thank you for signing up to our monthly newsletter.

It’ll land in your inbox on the second Tuesday of every month brimming with useful tips, guides, videos, resources, and more.

If at any point you have any feedback on our newsletters, we’d love to know what you think at [insert email address].

And to hear even more from us, head over to our social profiles and give us a follow:

[Social media icons]

Thanks again,

[Company X] team

Another important type of email for customer success is cross-selling, and we've got some great templates for you to get started with here.