Sequence5 emails over 4 days
Day 0
Day 1
Day 2
Across Canada Goose, Bonobos, Fenty Beauty and others, welcome emails arrive quickly, then continue with additional offers and product-led content. Their subject lines move between warm welcomes, playful curiosity and clear savings.
Updated Oct 3, 2026
The timing is concentrated at the beginning: 73% of all the emails in this collection arrive on signup day, and the median send day is day 0. Canada Goose opens with “Our Journey Begins Here”, while Jackery sends both a product introduction and “Major savings await you” on day 0. Shesha Ayurveda takes the simplest route with “You are now subscribed!”, confirming the subscription.
Several brands send more than one welcome email. Bonobos moves from “Welcome! Here’s 20% Off Your First Purchase” on day 0 to “There’s 20% Off Inside” on day 1 and “20% Off: Great Fits Are Kind of Our Thing” on day 2. Fenty Beauty sends related 15% offers on days 1, 2 and 3, while Urban Outfitters sends a jacket-led email on day 1, a home email on day 2 and a discount email on day 6. Together, these examples show one possible cadence: introduce the brand, repeat the incentive, then add a more specific shopping reason.
The median subject line is 29 characters, but the formulas vary. Brand-led lines include “Welcome To Stadium Goods” and “Welcome to Notability!”. Benefit-led lines put the offer first, as in “Want 15% off? You got it!” from Pact and “Your Brick Coupon Code is Here!” from The Brick. Curiosity-led lines create an open loop, including “A little mystery. A lot of savings.” from Mixbook and “Didn't find what you needed?” from LoveCrafts.
In these examples, preview text supplies additional detail. Stadium Goods puts “Take $10 off inside” there, while Bonobos uses “Get ready for a better-fitting wardrobe.” Tarte combines the community phrase in the subject “welcome to the fam 💜” with the “MYSTERY BOX: 7 FOR 70% OFF❓” preview. Use the subject for tone or recognition, then let the preview explain the reward, product angle or next step.
Discount codes appear in 54% of all the emails in this collection. Examples pair the incentive with other content: Taskrabbit adds customer reviews to “What they're saying + $10 to see for yourself”, Bonobos combines its offer with fit testimonials and a quiz, and Compex offers 10% off while inviting subscribers to share profile preferences. HYPHEN awards 100 HyCash instead of presenting a price discount, giving its welcome message a rewards-based route.
Product grids appear in 21% of all the emails in this collection and turn the welcome into browsing. Boll & Branch uses four founder-selected bedding picks, LoveCrafts links to crafting categories and supplies, and Missouri Star Quilt Co. connects precut fabrics with a quilting tutorial. Single-CTA emails provide a narrower next step: Canada Goose invites subscribers to continue into its community, Notability points new users toward getting started, and Kiplinger.com invites readers to visit its publication. Free shipping appears alongside offers from Bonobos, Ann Summers, Fenty Beauty and Tarte, while HarperCollins adds a countdown to its welcome discount. Match the layout to the job: one clear action for orientation, a grid for discovery, and supporting benefits when purchase conditions need explanation.
A welcome email is the first message a new signup gets, and usually the most opened email a brand ever sends. The best ones confirm the person made a good choice, set expectations for what comes next and point to one first step.
Welcome emails that arrive within minutes of signup catch people while they still have the product open. Waiting a day loses most of that attention.
Pick the single step that predicts success, like creating a first project or finishing a profile, and make it the only button.
Tell readers how often you will email and what they will get. It lowers unsubscribes and makes the next email feel expected.
Many of the strongest welcomes come from a founder or a named teammate and invite a reply. Replies also help deliverability.
What the 89 examples in this collection have in common.