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Anatomy of the Perfect New Subscriber Welcome Email Template

Dog on a welcome mat and the text Anatomy of the Perfect New Subscriber Welcome Email

Congratulations — you got a sign up to your email list. Now … let’s impress your new subscriber! 

I’m sharing the perfect new subscriber welcome email template below.

Just to be clear — this is not the email that delivers the ebook, checklist, video tutorial, or other gift they may have signed up for.

The welcome email is the email right after that first transactional email.

Related: How to Profit from Your Email List with Content Upgrades

Related: Stop Begging and Start Giving: Why Perks Work to Build Your Email List

It’s important to get your welcome email right because:

  • Welcome emails have the highest open rate of all your emails. It makes sense — people just signed up and are expecting to hear from you. 
  • A new subscriber is enthusiastic! They’ve just shared something valuable with you — their email address. That demonstrates they’re committed.
  • If you don’t make a good impression, you might lose them. If you bungle the first impression, they might unsubscribe right away.

The perfect welcome email template is not complicated. 

There are crucial elements you should include — and some important things to leave out. 

Follow the welcome email template below and you’ll make a great impression on your newest, most enthusiastic subscriber.

Related: How to Build Your Business Online, The Ultimate Guide

The #1 goal of the welcome email template

Just for a moment, let’s think about how we want to make our new subscribers feel when they read our welcome email.

We’d like them to feel …

  • Grateful, because they found a fantastic website they can trust
  • Smart, because they uncovered a resource they didn’t know about before
  • Connected, because they learn a little about you and your business

The #1 goal of your welcome email? To make new subscribers feel happy to have signed up.

Related: How to Implement Kinder, Gentler Marketing: 4 All-Natural Truths

Anatomy of the perfect welcome email template

The best welcome email template creates an email that feels like it’s coming from a friend.

Let’s dive into how you’ll do that with the eight elements below. 

1. Make your “From” name personal

An example welcome email template that says "From: Your Name"

Are you friends with any companies? 

Is your best buddy a corporation?

I didn’t think so!

We make friends with people — individual people. So in our “from” email information, we want to put the name of a person — not a business.

Use your name or the name of the person who’ll answer any email replies that come in.

2. Write an intriguing email subject line

An example welcome email template that says "Subject: a statement that grabs attention immediately"

Most of us spend time every day processing the email in our inbox.

How do we decide what we open and read and what we send to the digital trash heap?

We read the subject line.

If the subject line doesn’t:

  • Grab our attention
  • Stop us from scrolling
  • Convince us it’s important

… we’ll delete the message.

My very favorite tool for creating clickable subject lines is the free Subject Line Tester at

It’ll grade your subject line and give you tips for making it stronger.

To improve your subject line writing skills, devote some time to writing lots of subject line options before you choose one to use.

3. Don’t brand it — and use a name

An example welcome email template that recommends NOT using branding at the top and starting with the person's name

This is going to sound strange coming from a woman who’s written a ton of content about branding.

But hear me out …

I don’t have a single friend who sends me email with a big picture of themselves at the top.

Do you?

That’s why I’ve stopped adding branding at the top of my emails. 

If we’re trying to use a welcome email template that feels like it comes from a friend, don’t add a big logo or photo of you at the top.

Just send a plain text message and address your subscriber by their first name.

It feel personal and immediate. It’s harder to ignore.

Our eyes go straight to your message and start reading.

What will they read? Read on …

4. Make your introduction personal

An example welcome email template that  recommends you make your introduction personal — share what inspired you to create your site or your business

Start your email with a personal message. It’ll help people connect with you, your story, and the reason you do what you do.

Not sure what to write about?

Here are some prompts:

  • Why did you start your business? Tell us that story in a short paragraph or two.
  • Who do you help? Share a little more about the people you serve.
  • What keeps you motivated every day? Let us know what drives you — it’s important!

This does not need to be super polished prose — remember, you’re writing like a friend! 

Keep it accessible and easy-to-read. Make it friendly so we feel connected to you.

5. Offer valuable information 

An example welcome email template that says you should also teach and share valuable information in your welcome email

How do you welcome a new neighbor?

I was taught you should show up with a gift! A plate of cookies, a plant, a card — the size doesn’t matter, but the sentiment does.

It’s the same thing for your welcome email.

Deliver valuable information in your welcome email. I’m not talking about delivering the opt-in incentive they signed up for — by the time your new subscriber gets your welcome email, they received that first transactional email.

Give them some unexpected valuable information.

Not sure what that could be? Try these ideas:

  • Your top 5 tips for [creating this desirable outcome]
  • Links to your top 3-5 blog posts, podcast episodes, or videos
  • A step-by-step process for [doing this hard thing]
  • Three ways to save time when you [work toward this goal]
  • A bonus that complements what they already received from you

They won’t expect what you send them — and showing up with a delightful, useful “extra” will delight your new subscriber.

And that, my friend, is exactly the effect we want.

6. Spell out what they can expect in the future

An example welcome email template that recommends you share what new subscribers can expect from you in the future.

 Healthy boundaries make for healthy relationships.

When someone signs up for your email list, it’s smart to spell out exactly how often you’ll email and what content you’ll send.

It doesn’t have to go into a lot of detail. You can say something like this:

“You’ll get an email from me about once a week with valuable tips and the latest industry news.”

7. Sign off like a friend

An example welcome email template that says you should sign off like a friend — and thank them for subscribing.

This part’s easy — don’t sign off with stilted, overly formal text. Thanks them again for subscribing and end with a positive sentiment. 

Some sign off ideas:

  • Rooting for you,
  • Wishing you all the best,
  • Looking forward to staying connected,
  • See you here in a week,
  • To your success,

What would you say to a friend? Sign off like that!

8. Always include a PS!

An example welcome email template that recommends you should always include a PS at the bottom of your welcome emails. It's some of the "most-read" text.


Always include a PS.


If people end up skimming down your email, their eyes will stop at that last, compact message. It’s your final chance to get through to them!

Use the PS to reiterate the most important thing you’d like them to do. 

A few copy suggestions:

  • Click to register for my workshop
  • Connect with me on social media
  • Reply to this message and share your current challenge with [your topic]


Don’t forget the PS!

My favorite email marketing software

I believe in using (and paying for) only the software you need right now. For my email marketing needs right now, ConvertKit is a great fit. (That’s my affiliate link.)

Read my review of ConvertKit here.

Learn more about email marketing best practices

Are you learning how to use email marketing for your online business? Go beyond your welcome email template with the resources here:

Related: How to Build an Email Marketing Program You Can Be Proud Of

Related: Email Marketing Best Practices: How to Connect, Deliver, and Profit in the Inbox

Related: How to Build an Email List: The Fast and Slow Methods

Here are all eight welcome email template tips in a single, handy infographic:

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Pamela Wilson

Pamela Wilson is the Chief Marketing Officer at DCS. She’s the creator of the Offer Accelerator Program. Learn more about Pamela’s content marketing books, and read reviews of the tools used to run this site.
Pamela Wilson coaches people in midlife to build profitable online businesses
I’m Pamela Wilson

In 2010, at the age of 45, I started this site and grew it into a business that offers freedom, flexibility — and consistent revenue.


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