Welcome Emails: What to Send, When to Send It, and 5 Templates

How to write a welcome email series that turns new subscribers into customers, with timing advice and five templates you can copy.

In short: Send the first welcome email the moment someone joins. Thank them, deliver what you promised, say what to expect, and offer one next step. A simple three-email series over the first week turns new subscribers into customers better than any other email you send.

A welcome email is the first impression your business makes in someone's inbox — and it's sent at the exact moment they're most interested. It's usually one of the most-read emails a business ever sends, so it's worth getting right.

When to send it

Immediately. Set it up as an automation that runs the moment someone joins. If they signed up for a discount or a download, they're waiting for it now.

What a great welcome email includes

A warm thank-you — in your own voice.
What you promised — the discount code, the guide, the link.
What to expect — how often you'll email and what about.
One next step — shop the bestsellers, book a first visit, read your most popular guide.
Who you are — one or two sentences of your story. People buy from people.

Keep it short and focused. One main button.

A simple 3-email welcome series

You don't need more than three emails to start:

Email 1 (right away): thank you + the promised reward + what to expect.
Email 2 (2–3 days later): your story, your most popular products or services, a customer review.
Email 3 (5–7 days later): a gentle nudge — reminder of the offer, an FAQ, or an invitation to reply with questions.

5 templates you can copy

1. The discount welcome (shops and online stores)

Subject: Welcome! Here's your 10% off

Hi {first name},

Thanks for joining us! As promised, here's 10% off your first order: WELCOME10.

Every two weeks we'll send our newest arrivals, members-only offers and the occasional styling tip — nothing more.

[Shop bestsellers]

2. The local favourite (cafés, salons, studios)

Subject: Welcome to the [Business name] family

Hi {first name},

So glad you're here. We're a small team on [street] who [what you do and why you love it].

As a subscriber you'll be first to hear about new seasonal menus, events and members-only treats. Show this email on your next visit for a free [small treat].

[See our hours and book]

3. The guide delivery (consultants, coaches, agents)

Subject: Your [guide name] is here

Hi {first name},

Here's your copy of [guide name]: [Download the guide]

Once a month I'll share one practical idea about [topic] — usually a five-minute read. If you ever have a question, just reply to this email; it comes straight to me.

4. The "tell us about you" welcome

Subject: Quick question (it helps us send better emails)

Hi {first name},

Welcome! To make sure we only send what you care about, which of these interests you most?

[Option A] [Option B] [Option C]

One click — that's it.

(Clicks can tag subscribers automatically so you can segment your list later.)

5. The founder's note

Subject: Why I started [Business name]

Hi {first name},

I started [Business name] in [year] because [short, honest reason]. Today we [what you do], and every [product/visit] still [what you care about].

Thanks for being here. Hit reply anytime — I read every message.

[Your name]

Mistakes to avoid

Waiting days to send the first email.
Forgetting to deliver the promised reward.
Making the first email a hard sale with five buttons.
Using a "no-reply" address — invite replies instead.

Why welcome emails perform so well

Three things are true only at the moment someone subscribes:

They remember you — they joined seconds ago.
They're curious — they just chose to hear from you.
They expect an email — so they look for it.

That combination is why welcome emails are usually opened and clicked far more than regular campaigns. Waste it with a generic "Thanks for subscribing" and you lose your best chance to make an impression.

How to measure your welcome series

Look at each email in the series separately:

Email 1: high opens and clicks are normal. If clicks are low, your call to action isn't clear or the reward isn't easy to claim.
Email 2: watch clicks on your story and bestsellers — this shows what new subscribers care about.
Email 3: watch conversions (first orders, bookings) — this tells you whether the series is doing its job.

Also compare new subscribers who completed the series with those who joined before it existed. If they buy sooner and unsubscribe less, it's working.

Personalise the welcome by how people joined

If you collect sign-ups from different places, give each a slightly different welcome:

Joined at checkout: thank them for the order, then introduce care tips and related products.
Joined from a blog post: send more helpful content before selling.
Joined in store: mention the visit and invite them back.

Tag subscribers by source (most platforms do this automatically for forms) and add a condition to your welcome automation.

A 10-minute checklist before you switch it on

Every link works, including the discount code.
The reward is delivered in email 1, not hidden in email 3.
The sender name is recognisable.
The emails look good on a phone and in dark mode.
People who buy during the series stop getting "first order" offers.

Set it up once with Reepio

In Reepio, create an automation with the trigger "Contact subscribes", add your emails and waits, and switch it on. The AI writer can draft all three emails from a short description of your business, in your brand voice. Start free.

Frequently asked questions

How soon should a welcome email be sent?

Immediately after someone subscribes. Interest is at its peak, and they may be waiting for a promised discount or download.

How many emails should a welcome series have?

Three is a good start: thank you and reward, your story and best products or services, then a gentle reminder or FAQ. You can extend it later based on results.

Should every welcome email include a discount?

No. Discounts work well for shops, but helpful content, a free add-on, early access or a personal note from the owner can work just as well and protect your margins.