Welcome email templates

The templates

Replace everything in [square brackets] with your own details. Words in double curly braces, like {{name | 'there'}}, are Lumail variables: they are filled per subscriber at send time, and the value after the pipe is the fallback when the field is empty.

1. 01Day 0 · immediately after signup

   The founder welcome

   A short, personal note from a real person for a product signup.

   Subject lineCopy

   Welcome to [Product], {{name | 'friend'}}

   Preview textCopy

   One thing to do first, and why I built this.

   Variables:{{name}}built-in field

   BodyCopy

   Hi {{name | 'there'}}, I'm [Your name], the founder of [Product]. Thanks for signing up. I built [Product] because [one sentence on the problem you kept hitting]. If that sounds like your week, you're in the right place. The one thing to do first: [single first action, e.g. "connect your calendar"]. It takes about [time] and everything else builds on it. [Button: Do the first step] Two quick notes: - This address is a real inbox. Reply and it reaches me. - You'll get a few short emails over the next week with the parts people usually miss. Nothing else. Glad you're here, [Your name] [Role], [Product]

   Why it works: One action, one link, and a reason to reply. Replies early in the relationship also tell mailbox providers that people want your mail.

2. 02Day 0 · right after double opt-in confirmation

   The newsletter welcome

   Sets expectations for a newsletter right after the subscriber confirms.

   Subject lineCopy

   You're in. Here's what to expect

   Preview textCopy

   One email every [day], what it covers, and the best issues so far.

   Variables:{{name}}built-in field

   BodyCopy

   Hi {{name | 'there'}}, You're confirmed. Welcome to [Newsletter name]. Here's the deal: - What: [one line on what each issue covers] - When: every [day of week], around [time] - How long: a [3-minute] read, no fluff While you wait for the next issue, these are the three readers ask about most: 1. [Issue title] — [one-line hook] 2. [Issue title] — [one-line hook] 3. [Issue title] — [one-line hook] One favor: move this email to your primary inbox, or add [sender address] to your contacts, so the next issue doesn't land in a promotions tab. And if you ever have a question you'd like covered, hit reply. I read everything. [Your name]

   Why it works: A clear cadence lowers early unsubscribes and complaints, and pointing to past issues gives new readers something to click before the next send.

3. 03Day 0 · within a minute of the form submit

   The lead magnet delivery

   Delivers the guide, checklist or template the subscriber asked for.

   Subject lineCopy

   Your [resource name] is here

   Preview textCopy

   Download link inside, plus the page most people skip.

   Variables:{{name}}built-in field

   BodyCopy

   Hi {{name | 'there'}}, Here's the [resource name] you asked for: [Button: Download the resource] Most people skim it and move on. If you only have five minutes, go straight to [section or page], where we cover [the most useful part]. That's the part that changes how you [outcome]. Over the next few days I'll send [two or three] short emails that build on it: - [Topic of email 2] - [Topic of email 3] If the download link doesn't work, reply to this email and I'll send it another way. [Your name] [Company]

   Why it works: The download link sits above the fold because it is the reason the email was opened. Pointing to one section sets up the follow-ups.

4. 04Day 1 · 24 hours after the first welcome

   The reply prompt

   A one-question follow-up that starts a conversation and segments the list.

   Subject lineCopy

   Quick question, {{name | 'there'}}

   Preview textCopy

   One line is enough. I read every reply.

   Variables:{{name}}built-in field

   BodyCopy

   Hi {{name | 'there'}}, Quick one: what made you sign up for [Product or newsletter]? Just hit reply and give me one line. A few examples of what people usually say: - "I'm trying to [goal A]" - "I'm stuck on [problem B]" - "A friend sent me" I read every reply and use them to decide what to write about next. Thanks, [Your name]

   Why it works: Plain text, a single question and no link. It reads like a personal email, and the answers tell you which onboarding path or segment to put someone in.

5. 05Day 0 · one hour after the first payment

   The first purchase welcome

   Welcomes a new customer after checkout, separate from the receipt.

   Subject lineCopy

   Thanks for your order. Here's how to get the most from it

   Preview textCopy

   Your receipt is in a separate email. This one is about what comes next.

   Variables:{{name}}built-in field

   BodyCopy

   Hi {{name | 'there'}}, Thanks for buying [product]. Your receipt is in a separate email, so this one is just about getting value out of it. Start here: 1. [First step, e.g. "Open the welcome lesson"] 2. [Second step, e.g. "Download the companion files"] 3. [Third step, e.g. "Join the community"] [Button: Start with step 1] If anything is unclear, reply to this email. A real person on our team answers within [one business day]. Welcome aboard, [Your name] [Company]

   Why it works: Keeping the receipt transactional and the welcome separate means each email does one job, and the welcome can move people toward actually using what they bought.

Best practices

Send it with Lumail

• Trigger it from a workflow

  Create a workflow with the Subscriber created trigger, or Tag added if your form tags new signups, and put the welcome in an email step. The reply prompt goes after a one-day wait step.

  • Build your first workflow
  • Workflow triggers

• Confirm before you welcome

  With double opt-in on, new subscribers click a confirmation link before they receive campaigns, so the welcome reaches people who actually asked for it.

  • Enable double opt-in

• Personalize with variables

  Lumail variables use double curly braces with an optional default: {{name | 'there'}}. Custom subscriber fields work the same way.

  • Variables reference