Welcome emails are your first impression. They’re also your best chance to make a connection with subscribers, and start what will (hopefully!) be a long and happy relationship.
More than 8 out of 10 people will open a welcome email. What’s more, welcome emails can generate 10 times as many clicks – and 3 times more revenue! – than regular promotional emails.
We all know that subject lines have a huge impact on open rates. After all, it’s your one shot at making sure someone opens the email they just asked to receive.
But, here’s the catch: welcome email subject lines follow different rules than regular campaign emails. And of course, what works for one niche may not necessarily work for another. So, let’s break down what makes a winning welcome email subject line for the most popular industries – and how you can use that knowledge to write your own.
Why you can’t treat welcome emails like regular campaigns
You’ve probably come across the following subject line “best practices” at some point:
- Keep it to 7 words
- Use emojis to stand out
- Create urgency
- Include a number
These tips are common. But the problem is they’re based on regular marketing emails, like newsletters or sales promotions. The mindset of a subscriber opening a weekly newsletter is completely different from someone opening their very first email from you.
Sure, they’ve just said “yes” to you. But they probably don’t know you very well, at least not yet. Maybe they signed up for a discount, or a freebie, or to learn something new. Whatever the reason, your subject line needs to reinforce their motivation and help them feel confident that subscribing was the right move.
74% of consumers expect to receive a welcome email immediately after subscribing. So, your subject line needs to align with those expectations – quickly. It has to reinforce their decision to sign up, give a glimpse of what’s inside, and finally, make good on whatever you promised.
The psychology of a great welcome email subject line
Your subject line should answer one simple question for the reader:
“Did I make a good decision by signing up for this?”
To do that, you need to reflect the mindset of your new subscriber. What are they hoping for? What problem are they trying to solve? What kind of tone will make them feel seen?
Let’s take a look at how to approach this for different industries.
Crafting an effective welcome email subject line for your niche
Creators, Bloggers, and Personal Brands
Expat psychologist and coach Gabriela Encina uses personalization in her welcome email subject line to connect with subscribers
If you’re a newsletter creator, blogger, or personal brand, your welcome email is your first chance to start establishing that all-important personal connection with your readers. They’ve signed up because something about your voice, perspective, or content resonated with them, so now’s your moment to build on that.
Your subject line should therefore feel warm and human, hint at what’s to come, and make readers feel like they’re getting something special by being on your list.
What the subscriber is thinking: “I’m curious. This person seemed insightful or entertaining — I want to see what they’re about.”
How to apply this to your subject line:
- Use a warm, human tone
- Set expectations early
- Tap into curiosity (without being too clickbaity)
Examples:
- “Glad you’re here — here’s what to expect”
- “First issue inside + a favorite read to get started”
- “Let’s kick this off — 1 tip I think you’ll love”
E-commerce
Kitchen tool brand GIR uses an aspirational tone and evokes a sense of community in their welcome email subject line (Source: Really Good Emails)
If you run an online store, it’s likely you’ve offered the subscriber a discount as an incentive for signing up to your mailing list, so receiving that discount is probably their #1 concern.
But not every ecommerce brand offers a discount as an incentive for signing up, and that’s totally fine. Plenty of other motivators drive signups, such as:
- Early access to new products or restocks
- Exclusive content (e.g. behind-the-scenes, how it’s made, founder stories)
- Style inspiration or product recommendations
- Community connection (especially for niche brands with a strong voice or mission)
- Trust signals — e.g. ethical sourcing, sustainability, handmade items, etc.
Whatever the driver(s), make sure your welcome email subject line reflects those.
What the subscriber is thinking:
- “I want the discount I was promised.”
- or “I’m curious about this brand — their products look interesting.”
- or “I want to hear about new drops, exclusive products, or styling tips.”
How to apply this to your subject line:
- Deliver immediately on your promise
- Make it clear what they’ll gain (clarity over cleverness)
- Use urgency (without shouting)
- Emphasize exclusivity or insider benefits
- Use a tone that matches the brand
Examples:
(With discount)
- “Here’s your 15% off — just for joining us”
- “Thanks for signing up — your code is inside”
- “Your 10% discount expires soon”
(Without discount)
- “Welcome to [Brand] — be the first to know”
- “Insider perks, new drops, and fresh edits — just for you”
- “Get inspired: Our favorites for [season / trend]”
- “Glad you’re here — your style updates start now”
- “You’re in! Behind the scenes previews + new releases are waiting”
SaaS and Tools
Customer service platform Intercom offers to help get users set up quickly in their welcome email subject line (Source: Really Good Emails)
If you offer a SaaS product or digital tool, your welcome email is your chance to set users up for success. Whether they’ve signed up for a free trial or just joined your newsletter, your subject line should highlight how you'll help them solve a problem, save time, or start seeing value right away.
What the subscriber is thinking: “I hope this helps me save time or solve a problem.”
How to apply this to your subject line:
- Show that you’ll help them get results
- Offer a quick win or clear next step
- Signal that help is on the way
Examples:
- “Welcome — here’s how to get the most out of [Tool Name]”
- “Let’s get you set up (quick start guide inside)”
- “Your first productivity tip is here”
Health and Wellness
Lingo uses benefit-oriented language in their welcome email subject line to compel them to take action (Source: Really Good Emails)
If you’re in the health, fitness, or wellness space, your welcome email should make people feel supported from the very first moment. Your subject line should therefore offer encouragement, a clear starting point, and a gentle nudge in the right direction.
What they’re thinking: “I want to feel better, and I need guidance.”
How to apply this to your subject line:
- Tap into the desire for self-improvement
- Reassure and inspire
- Emphasize small wins
- Be warm and supportive
- Provide a clear and friendly starting point
Examples:
- “Your wellness journey starts here”
- “Welcome! Here’s your first step toward feeling better”
- “Let’s build healthy habits — one tip at a time”
Online Courses and Education
Language learning platform italki uses action-oriented language that appeals directly to the reader’s desire to want to become fluent in a new language(Source: Really Good Emails)
If you offer online courses or educational content, your welcome email is the first step in guiding your learners toward progress. Your subject line should spark motivation, signal what’s available right away (like course access or a first lesson), and help them feel excited and ready to begin.
What they’re thinking: “I want to grow my skills. Show me how.”
How to apply this to your subject line:
- Reinforce goals
- Show how to get started
- Emphasize access to content or next steps
- Appeal to progress and mastery
- Encourage action
Examples:
- “Ready to learn? Your course access is inside”
- “Start your first lesson today”
- “You signed up to grow — here’s what’s next”
Travel and Experiences
Carnival Cruise Line uses personalization – and a sense of fun – to welcome new subscribers (Source: Really Good Emails)
If you’re in the travel space (whether you run a blog, booking platform, or tour company), your subject line should inspire curiosity, fuel wanderlust, and make it easy for subscribers to start planning their next adventure.
What they’re thinking: “I’m dreaming of a trip — inspire me or help me plan it.”
How to apply this to your subject line:
- Stir excitement and evoke a sense of adventure
- Combine practical and emotional value
- Offer help or next steps
Examples:
- “Let’s plan your next adventure”
- “Welcome aboard! Your travel ideas await”
- “Your free itinerary guide + trip tips inside”
Pet Products and Services
Dog health care brand Biome9 uses a welcome email subject line that speaks to the love people have for their furry friends (Source: Really Good Emails)
If your brand caters to pet owners, make sure your subject line sets the tone with warmth, helpfulness, and maybe a little fun, making new subscribers feel like they’ve joined a community that truly gets them (and their pets).
What they’re thinking: “I want to care for my pet (and maybe spoil them too).”
How to apply this to your subject line:
- Use playful, warm language
- Reinforce trust and care
- Deliver value up front
- Highlight the benefit for the pet
Examples:
- “Thanks for joining the pack”
- “Woof! Your welcome gift is inside”
- “Better care. Happier pets. Let’s go.”
Subject line best practices that actually work for welcome emails
When it comes to welcome emails, the usual best practices don’t quite apply. According to a study by Attentive that analyzed 7.5 billion(!) subject lines, welcome email subject lines behave differently than standard campaign emails.
Here’s what they found:
- Personalization wins: Adding the subscriber’s first name, or using words like “you” and “your,” boosts performance significantly. As you’ve seen in the examples above, many brands make good use of this tactic.
- Skip the emojis: While emojis may work in promo emails, they often underperform in welcome messages.
- Keep it medium-length: Subject lines between 25–35 characters perform best. They give enough context without being cut off.
And here are a few of extra tips of our own to keep in mind:
- Focus on clarity: Welcome emails aren’t the time to be overly clever. Tell people exactly what they’ll get inside.
- Highlight value or benefit: Clearly state what the recipient will gain by opening the email, such as a special offer or valuable information.
- Maintain brand voice: Ensure that the tone and language of the subject line align with your brand's personality, whether it's professional, friendly, or playful.
- Deliver immediately: The sooner your email lands in their inbox, the more likely they are to open and act on it.
- Don’t forget preview text: Use this real estate to reinforce your message, highlight value, or add a touch of personality. (You can even preview what this will look like using our Subject Line Preview tool!)
- Make sure you prompt AI with the right intent: If you’re using AI to write subject lines, make sure to prompt it on who the email is for, what they expect to receive, what emotional or psychological motivators are in play (e.g. curiosity, reward, reassurance), and what the email actually contains.
- A/B test your subject lines: If your list is big enough (and your email marketing platform supports split testing in automations), consider sending two versions of your welcome email with a different subject line to see if one drives better engagement than the other.
Welcome email subject lines: Final thoughts
Your welcome email is more than just a formality. It’s your first impression, and it sets the tone for your entire relationship with a subscriber. If you nail the subject line, you are already ahead.
A good welcome email subject line helps to establish trust, encourages that all-important first open, and sets the stage for your future emails to be anticipated (rather than ignored).
Need more guidance on how to put together a great welcome email? Check out the following resources:
- How to write a marketing email – Learn the essentials of engaging, high-converting email copy
- Automated email examples – Get inspired by real-life examples that actually work.
- Our complete guide on triggered emails – Understand how automated emails (like welcome messages) fit into a broader email marketing strategy.
The authors
Learn more about us
Our Methodology
This article has been written and researched following our EmailTooltester methodology.
Our Methodology