Email marketing
Welcome email examples from real stores
A welcome email is the first email a new subscriber gets; here are 8 real ones from stores and what each one gives first.
- real welcome emails from 8 stores, each linked to its archive copy
- 8
real welcome emails from 8 stores, each linked to its archive copy
Our count of the emails below - make an offer: money off, a gift or a bundle
- 7 of 8
make an offer: money off, a gift or a bundle
Our count of the emails below - were sent with Klaviyo, per the archive
- 3 of 8
were sent with Klaviyo, per the archive
Our count of the emails below
The three-email welcome series
Timing from Klaviyo. Every example below sits under the step it fits.
Deliver the offer
Right after signup
Give what the signup form promised, and say what emails come next.
Say who you are
3 days later
Why the brand exists and what makes the product different.
Show the best sellers
4 days after that
Pick three products for them, one line each.
Email 1: deliver what they signed up for
Sent the moment someone joins. Most of these lead with a code.
01 · Deliver the offer
1. HighKey
Sells low-sugar snacks
Subject line
“Welcome to HighKey!”
Offer
10% off the first order
Layout
A photo, a short note on what emails come next, the code WELCOME10, then diet icons.
Sent with
Mailchimp
Archived
Really Good Emails, 2026
Why it works: It tells new subscribers exactly what to expect: a few intro emails, then about one a month. The code sits right under that promise.
See the full email
01 · Deliver the offer
2. Unique Snacks
Sells pretzels
Subject line
“Welcome! Here's your discount code!”
Offer
10% off with code WELCOME10
Layout
A pretzel photo, Welcome!, the offer in a block, then three bags with Buy 'em today.
Sent with
SendGrid
Archived
Really Good Emails, 2026
Why it works: The subject line says what's inside, and the code is the biggest thing in the email. Nothing competes with it.
See the full email
01 · Deliver the offer
3. Bed Bath & Beyond
Sells bedding and home goods
Subject line
“You’re home! 🏠”
Offer
15% off, one use, 30 days
Layout
Welcome home over a bedroom photo, the code, then four rooms to shop: bed, bath, decor, storage.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
Why it works: The four room tiles give a new subscriber a place to start, and the fine print says the code lasts 30 days.
See the full email
01 · Deliver the offer
4. CETTE
Sells curated gifts
Subject line
“Your 10% off coupon is here!”
Offer
10% off, expires in a month
Layout
Hi friend, the code, a link to the gift guide, then gifts grouped by who they're for.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
Why it works: “Not sure where to start?” It answers with three short lists: gifts for cheer, for employees and for clients.
See the full email
01 · Deliver the offer
5. Youfoodz
Sells ready-made meals
Subject line
“Welcome to your fresh start”
Offer
Up to 40% off the first 5 boxes
Layout
Welcome, a Get started button, four meals, No prep no stress, then the offer again.
Sent with
Salesforce Marketing Cloud
Archived
Really Good Emails, 2026
Why it works: A subscription sells a habit, so the offer covers five boxes, not one order. Get started appears twice.
See the full email
Email 2: say who you are
A few days in. These lead with the brand, not money off.
02 · Say who you are
6. House of Hackney
Sells wallpaper and fabric
Subject line
“Welcome to our House, come on in”
Offer
3 free samples with a code
Layout
A room photo, Welcome to our House, the sample code, Our purpose, then a free design consultation.
Sent with
SendGrid
Archived
Really Good Emails, 2026
Why it works: Wallpaper is hard to buy from a screen, so the first gift is free samples, not money off. The design consult answers the next doubt.
See the full email
02 · Say who you are
7. norda
Sells trail running shoes
Subject line
“Welcome to norda”
Offer
None; early access to new releases
Layout
A runner photo, Welcome, One giant leap for trail-kind, then Follow us.
Sent with
Klaviyo
Archived
Really Good Emails, 2026
Why it works: No discount at all. It promises early access to releases and explains the materials, which suits a shoe people buy on trust.
See the full email
Email 3: pick the first product for them
About a week after signup: best sellers, chosen for a reader who hasn't bought yet.
03 · Show the best sellers
8. Jo Malone London
Sells fragrance and candles
Subject line
“Bestsellers you’ll fall for – or already have.”
Offer
10% off, plus three free minis over a spend
Layout
Time to meet your heroes, then three bestsellers, each with a photo, one line and Shop now.
Sent with
Braze
Archived
Really Good Emails, 2026
Why it works: It does the choosing for a new subscriber: three best sellers, one sentence each. The subject line admits they may own one already.
See the full email
Subject lines from these emails
Most name the brand or the offer. Plain wins here too.
“Welcome to HighKey!”
HighKey
“Welcome! Here's your discount code!”
Unique Snacks
“You’re home! 🏠”
Bed Bath & Beyond
“Your 10% off coupon is here!”
CETTE
“Welcome to your fresh start”
Youfoodz
“Welcome to our House, come on in”
House of Hackney
“Welcome to norda”
norda
“Bestsellers you’ll fall for – or already have.”
Jo Malone London
Need more? The free email subject line generator writes them from patterns like these, and the email template generator drafts the body.
What the best welcome emails share
Pay off the signup form
The code or gift the form promised sits near the top, in large type.
Set the schedule
HighKey says what comes next and how often, so later emails aren't a surprise.
Give something other than money
Samples for House of Hackney, early access for norda, free minis for Jo Malone.
Make the first choice for them
Room tiles, gift lists or three best sellers, so a new reader has somewhere to start.
Build the page your welcome email opens
The button in email 1 should open a page made for a first order, not your homepage.
Show the code again
Repeat the offer at the top, or apply it from the link, so nobody hunts for it.
Start with three products
Lead with the best sellers from email 3, not the whole catalog.
Answer the first-order doubts
Shipping cost, returns and reviews sit under the products.
Replo doesn't send email; your email app does. Replo builds the page, and with Klaviyo connected it drafts the emails for you to review and send.
Draft your welcome series and its page
With Klaviyo connected, Replo drafts the three emails for you to send, and builds the first-order page they link to.
More email examples from real stores
Email marketing for online stores
The six flows to run first, and which app to send from.
Abandoned cart emails
Twelve real cart emails and the three-email sequence they fit.
Post-purchase emails
Eight real emails stores send after an order, from delivery to refill.
Win-back emails
Eight real win-back emails, from a reminder to a last goodbye.
Browse abandonment emails
Eight real emails to shoppers who viewed a product and left.
Back in stock emails
Eight real restock emails and how a waitlist alert works.
Email subject line generator
Free subject lines modeled on real store emails.
Frequently asked questions
- What should a welcome email include?
- What the signup form promised, first: the code or gift. Then a line on what emails come next, and one place to start shopping. HighKey's email above does all three in about 100 words.
- How many emails should a welcome series have?
- Three is a common start. Klaviyo's guide sends the first right away, the second 3 days later and the third 4 days after that, so the series ends about a week after signup.
- Should a welcome email include a discount?
- Only if the signup form promised one. Six of the eight emails above offer money off, most often 10%. House of Hackney and norda show the other way: free samples or early access instead.
- Does Replo send welcome emails?
- No. Replo doesn't send email. With Klaviyo connected, Replo writes the welcome series and saves it in Klaviyo as a draft flow you review and turn on. It also builds the first-order page the emails link to.
