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Welcome emails reach every new user. They often have the highest open, click rates, and conversion potential. And we know that first interactions have a significant impact on user retention and outcomes.

So, how do you warm up your welcome? Here are some top-notch strategies:

• Calm sends two welcome emails offering a 40% discount to convert users.
• Fabulous offers a 30-day trial framed as a “personal 30-day pass” to attract users, adding value propositions and testimonials.
• myfitnesspal focuses on driving action, with all CTAs encouraging users to start tracking, regardless of premium status.
• Babbel combines a discount offer with an alternative CTA, like starting a free lesson.
• Rocket Money shows the number of subscriptions tied to the user’s bank account during onboarding to spark curiosity and engagement.
• Headway uses a personalized quiz to draw users in and introduce app features.
• Duolingo utilizes short, engaging “Welcome back” emails with personalized content like country flags and motivation to continue learning.

Key takeaways:

1. Segment based on user status (free vs. paying).
2. Focus on whether to push for a purchase or encourage completing core actions.
3. Reiterate your product’s value proposition.
4. Make the next steps easy and engaging, with a clear CTA above the fold.
5. Use small personalization touches, but avoid overly complex customization.

Head to Retention.Blog to see welcome emails in action.

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South Korean convenience store chain GS25 worked with Cheil Worldwide—and maritime experts—to save lives.

This is Lifeguard Snack. Designed to look like a bright orange buoy, it’s a chip bag with grips on both sides and hole for a rope, as well as illustrated instructions for use.

Why? Because any item that floats can be used in the event of a water emergency.

GS25 distributed the product for free near natural bodies of water this summer, where there is often no lifeguard on duty.