What Should (and Shouldn’t) Be Included in a Client Welcome Email

The “welcome email” sent to new clients in the onboarding process is about as close to a common denominator as you can get when it comes to client onboarding. Virtually everyone sends out welcome emails now, primarily because it’s an easy way to communicate with clients right away.

The challenge with welcome emails is trying to strike the right balance in what you should and should not include. For some companies, a welcome email is the first and last communication they send to new clients (which we don’t recommend), so they try to cram everything into that email and hope for the best when the client begins using your software or services. For others, the email includes little more than a short welcome message, which makes it seem like a waste of time for a client who opens it and gets very little or nothing from the message.

If you think your welcome emails might fall into one of those categories, here are some best practices for what should and shouldn’t be in there to start your new client relationships off on the right foot.


What to Include

Since welcome emails receive some of the highest levels of engagement, it’s important to capitalize on your clients’ excitement.



Welcome your clients with a friendly thank you. You can decide if this comes from your CEO or someone on the onboarding or client success team who they will be working with personally.


Onboarding Timeline

The onboarding process will make or break your relationship with a client, so clearly spell out exactly how the process will go. Too many onboarding processes lack clear timelines or deadlines. Winging it when you assign dates to your onboarding is a recipe for your team’s failure and your client’s disappointment.


Helpful Links and Contact Information

You can also include a few helpful links to get your clients started in the process, such as a welcome video or login credentials.


What to Avoid

Approaching welcome emails in the wrong way can actually be detrimental to your new client relationships. Here are a few things to avoid in your initial contact after someone signs a contract for your product:

  • Generic messaging that is clearly a “copy and paste” approach for everyone.
  • Links to your entire library of knowledge base and training articles in a single email.
  • A “data dump” with all the information they might need to use the system for the next several months, without any clear direction or customization.
  • A bare-bones email with no next steps or onboarding timeline to guide them toward the quickest possible time-to-value.


Onboarding Software that Makes it Easier

The right onboarding software from GuideCX can help you in crafting the perfect welcome email. Not only will it automate the process to send those emails, but it helps you create the exact timeline for onboarding new clients from start to finish so you can communicate clearly on what will happen, and when. Plus the intuitive tools and accountability in the platform make it easy to follow through on those promises. Schedule a demo to learn more today.

Todd White