A guide to SaaS welcome emails (with examples)

A SaaS welcome email is sent to a new user of the service. The email typically contains information about the features and benefits of the application and instructions on how to get started using it. 

A SaaS welcome email can assist you in effectively onboarding new users and helping them get the most out of your application. 

Reasons for Sending Welcome Emails

When you first sign up for a SaaS product, you’re generally excited to start using it. But then you get hit with a barrage of emails from the company. Some of them are useful, but others feel like marketing fluff.

A welcome email is a perfect opportunity to start building a relationship with your new customer. It’s a chance to show them that you’re excited to have them on board and that you’re committed to helping them get the most out of your product.

Best Practices for Writing Your Welcome Email

When you’re getting started with a new software, the first email you receive from the company is critical. This email sets the tone for your relationship and can help you get the most out of your new software. 

Here are some tips for writing an effective welcome email:

1. Keep it short and sweet. Your welcome email should be brief and to the point. Include only essential information and links, and don’t try to sell your product in this initial email.

2. Be personal. Address the recipient by name, and include a photo or logo to make it feel more personal.

3. Say thank you. A simple thank-you goes a long way in making a good first impression.

4. Provide the next steps. What should the recipient do next? Include clear instructions and links to help them get started with your software.

5. Offer customer support information. Let the recipient know how they can reach out if they have any questions or need help getting started.

Examples of Good and Bad SaaS Welcome Emails

When it comes to SaaS welcome emails, there are good examples and bad examples. Here are a few examples of each:

Example: good SaaS welcome email:

Hello [Name],

Welcome to [SaaS company name]! We’re excited to have you on board.

Here’s what you can expect from us:

[Benefit 1]

[Benefit 2]

[Benefit 3]

If you have any questions, our support team is always happy to help. You can reach us at [support email address].

Once again, welcome to the team!

Example: Bad SaaS welcome email:

Hi there! 

Welcome to our website! We offer tons of great features for you to use, and we’re sure you’ll find everything you need here. Thanks for signing up – we hope you enjoy your stay!

Could you tell the difference?

Tips for Improving Your SaaS Welcome Emails

As mentioned earlier, your welcome email should be concise and to the point. Write a clear subject line that accurately reflects the email’s content, and avoid lengthy paragraphs or dense blocks of text.

Use a friendly tone, as though you’re speaking to them directly. You can also consider AI content tools if you are not good with copywriting (and you don’t have the budget for hiring a professional one).

Focus on value. What can your SaaS product do for your new subscribers? How will it make their lives easier? Highlight these benefits in your welcome email to show them what they can expect from using your service.

Encourage your subscribers to take action after reading your email by including a CTA, such as signing up for a free trial or taking a tour of your product. Make it easy for them to follow through by providing a link or button they can click on.

How to Track the Success of Your SaaS Welcome Email

If you’re like most business owners, you probably don’t give much thought to your welcome email after you hit the send button. This can be a huge mistake because your welcome email plays an important role in onboarding a SaaS customer.

Welcome emails are one of the best ways to track the success of your customer onboarding process because they give you a quick way to gauge how well your new customers understand and engage with your product.

Here are some metrics that can be used to track the success of a SaaS welcome email:

Open rate:

The open rate is the percentage of recipients who opened the email. This can indicate how engaging the subject line and preview text was.

Click-through rate:

The click-through rate is the percentage of recipients who clicked on a link in the email. This can show whether the call-to-action was effective and whether the email content was engaging enough to drive action.

Conversion rate:

The conversion rate is the percentage of recipients who completed the desired action. This can show the overall effectiveness of email in driving customer engagement.

Unsubscribe rate:

The unsubscribe rate is the percentage of recipients who opted out of receiving future emails. A high unsubscribe rate may indicate that the email content was not relevant or engaging enough for the recipient.

By tracking these metrics and analyzing the results, SaaS businesses can determine how effective their welcome email is and make improvements as needed.


Welcome emails are an essential part of any SaaS onboarding process. They help foster relationships with new users and create a sense of connection that can keep them returning for more. By following the tips in this guide, you should be able to craft welcome emails that engage your customers, make them feel valued, and encourage them to use your service or product. With the right welcome email strategy in place, you can ensure your new customers have a positive first impression of your business.

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