Your welcome email is your big chance to stand out. Anyone can say “welcome” and “thank you.” It’s who you are and why you exist that makes you distinctive. Strangely, this is the one element that’s most often missing in welcome emails, making them feel as if they could have come from anybody. Organizations overlook this step or justassume you’ll remember who they are.

What makes you worthy for people to trust and connect? What do you do, why are you here, and why should the reader care?

Here are a few snippets I pulled from real welcome emails:

what you do


GetFeedback makes it easy to create mobile-ready surveys.

share your origin story

We started Karma with one simple idea: everyone should be able to get online, everywhere they go.

specify your mission


We’re on a mission to make your working life simpler, more pleasant and more productive. [Slack]

show people better versions of themselves

You just joined thousands of people who take control of their work and save valuable time using automation. [Zapier]

how it works


Watch a video to quickly learn how to make the most of your Inbox.” [Google Inbox]

Timeful’s email verification message hits many of these points elegantly.

Read more about how to write memorable welcome emails

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