Onboarding is the make-or-break moment for any customer relationship—but let’s be honest, it can feel daunting when you’re building your process from scratch. Let’s get started with something simple in theory, but is a lot more nuanced in practice. Email templates.

I wish I could say every onboarding email I’ve sent was a slam dunk. The reality? I’ve sent plenty into the void, heard crickets, and gone back to the drawing board more times than I care to admit.

Here’s the bottom line - your onboarding emails are one of your greatest assets, and your customers are always giving you feedback, whether it’s a completed form, a scheduled call, or total radio silence. Your mission is simple: listen to that feedback, adapt your approach, and keep iterating until your emails start moving the needle.
Getting Started:

Before you write a single sentence, answer these three questions—they’ll set your tone and keep your message focused:

• What is the Primary action? What ONE step do you want your customer to take?

  • Schedule an onboarding call/training

  • Fill out a new client form?

• Who is the audience and what is their role? Tailor your language to their priorities for higher engagement.

  • The contract signer (e.g., a procurement lead, CFO)

  • The end-user

• Where are they in their journey? Timing affects tone, urgency, and which details you highlight.

  • Immediately after signing the contract

  • A few days or a week later

Clarity on these points will help give you a foundation to work off of and to start I would jot these three answers down before you write. They will help keep your message focused, and relevant.

Your Go To “Welcome” Email Template

This is your go-to welcome message—clear, helpful, and action-oriented.

• A Clear Subject Line: Be Clear and Direct - Here are a few examples below

  • Welcome to Company Name | Next Steps for Product

  • Client Company Name | Your Product & Your Company Name Next Steps

  • Welcome to Company Name |Setup & Onboarding

• Open with the Ask:

  • Most people read the first sentence and then maybe the last one before skimming the email

  • Lead with your primary CTA

• Introductions: Introduce yourself! Let them know that there is a real person here that will answer your questions!

  • A few examples I have used in the past

    • My name is Sara and I work with (Sales Person) and will be helping set up your account

    • I’m Sara and I am going to be setting up your account for Company Name

    • Welcome to Company Name, I’m here to walk you through the set up process.

• Explain the “Why”: Everyone is busy - you need to outline what they will gain from the onboarding call.

  • Faster setup with no guesswork

  • Best practices tailored to your goals

  • Live Q&A to address any questions

• Who to Contact

• If more than one person supports this account, list them (or CC them) so the right folks see your message.

• More touchpoints = more visibility = higher chance of a response.

Silence Isn't Rejection—It's Data

Your first onboarding email won't always be perfect, and that's okay. The goal isn't perfection; it's to start a conversation. Every time you send an email and hear nothing back, you've learned something.

• Weak Subject Line? Try a new, more compelling headline.

• Unclear CTA? Refine your ask—make it impossible to miss.

• Wrong Recipient? Loop in another contact.

Get a Second Opinion

It can feel awkward, but sharing your template with a colleague is one of the fastest ways to spot unclear phrasing or awkward tone. Fresh eyes catch details you’ll miss.

Quick Note on Reminders
If your CRM can’t automate follow-ups yet, use calendar alerts or a simple task list to ensure no one falls through the cracks.

When Silence Persists
Still hearing crickets? Change up the format:

• Add a quick resource (a video or guide) to jog their memory.

• Offer specific times instead of a generic scheduling link.

• Remind them who you are and why you’re reaching out.

Below are three versions of our Welcome Email, showing how small tweaks can boost engagement.

Heads-Up Email to Avoid the Spam Folder

If your welcome messages sometimes land in spam, try this workaround: as soon as the contract is signed, send a brief “Thanks and Next Steps” note letting them know a detailed onboarding email is on its way. That way, they’ll recognize your address, anticipate your welcome message, and be less likely to miss it.

Track Your Onboarding Metrics
To know when to tweak your emails, monitor a few key metrics. If you have CRM automation, great—otherwise, a simple spreadsheet works:

• Response Rate to Your First Email

  • Signals Subject Line and CTA clarity

• Time from Contract Signing → Onboarding Call

  • Shows urgency & Process friction

• Total Time to Complete Onboarding

  • Reflects overall effectiveness

Review these numbers regularly. If response rates dip or timelines stretch out, it’s a signal to adjust your subject lines, calls-to-action, or follow-up cadence.

Below is My Email Guide Playbook

Welcome Email Template Progression/Changes

VERSION 1

Subject: Welcome to Company Name | Next Steps for Product

Hello [Customer Name],

I'm so excited to welcome you to [Your Company]! My name is [Your Name], and I’m here to walk you through the set up process.

The first step is to book an onboarding session. Please grab a time that works best for you here:

[Link to Your Calendly/Scheduling Tool]

On our call, we'll work together to:

• Set up your account and walk through the key features.

• Answer any and all questions you have.

If you have any trouble with the link, or have specific times and dates that work best for you and your team please let me know.

Looking forward to connecting.

[Your Name]
Customer Success Manager
[Your Company]

Version 2

Subject: Welcome to Company Name | Set Up & Onboarding

Hello Customer Name,

Welcome to [Company Name], I will be here to set up your account.

To get started we need to book an onboarding session
[Link to Your Calendly/Scheduling Tool]

For our call we will

• Set up your account and walk through the key features. I have also included our Getting started video to help answer basic questions on our product so we can do more in depth on our call together.

  • Our 2-Minute "Getting Started" Video: [Link to a short demo or tutorial video]

If you have any trouble with the link, or have specific times and dates that work best for you and your team please let me know.

Looking forward to Connecting.

[Your Name]
Customer Success Manager
[Your Company]

Version 3

Subject: Client Company Name | Your Product & Your Company Name Next Steps

Hi [Customer Name],

I’m [Your Name], your Customer Success Manager, and I’m here to make setup as smooth as possible.

Getting Started

• Watch our 2-Minute “Getting Started” Video [Link to a short demo or tutorial video]

  • Get a high-level overview before we dive in.

• Book a 30-Minute Onboarding Session
  • Option A: [Day], [Date] at [Time] [Timezone]
  • Option B: [Day], [Date] at [Time] [Timezone]
  • Option C: [Day], [Date] at [Time] [Timezone]
  Or pick a slot that works for you here: [Calendly Link]

On our call, we’ll:

• Customize your account around your goals

• Walk through key workflows and best practices

• Tackle any questions you have in real time

If none of those times fit your schedule, just reply with a few dates/times that do and I’ll send over a meeting invite.

Looking forward to Connecting

Thank you,
[Your Name]
Customer Success Manager
[Your Company]

Follow-Up #1 - The Gentle Reminder (3-5 Business Days Later)

You won’t get a 100% response rate from your first email. That’s normal. The key is following up without being annoying. Here’s your basic cadence:

The Strategy: Keep it brief, friendly, and in the same thread. You’re simply resurfacing your original ask.

How to do it: Reply directly to the first email you sent. Use the same thread so they can easily see your original email—and always sign off warmly to keep the tone helpful, not harassing.

Version 1

Subject: Re: Scheduling an Onboarding Call with [Your Company]

Hi [Customer Name],

Just circling back—have you had a chance to book your onboarding session?

[Link to Your Calendly/Scheduling Tool]

Let me know if you have any questions or need help scheduling!

Thank you,

[Your Name]

Version 2

Hello [Customer Name]

I am looking forward to connecting to get you and your team set up. To get started we need to schedule an onboarding call.

Here are a few times that work for me

• Option A: [Day], [Date] at [Time] [Timezone]

• Option B: [Day], [Date] at [Time] [Timezone]

• Option C: [Day], [Date] at [Time] [Timezone]

Please let me know if none of these times work and feel free to reply with times that suit you best.

Thank you,

[Your Name]

Follow-Up #2: Change the Format (7 business days later)

The Strategy: When a simple reminder isn’t enough, switch the angle—lead with helpful resources instead of reopening the meeting ask.

How to do it: Start a brand-new thread with a fresh subject line.

Subject: A few resources to get you started with [Your Product]

Hello [Customer Name],

I have pulled together a few resources for you to help you get started.

• Our 2-Minute "Getting Started" Video: [Link to a short demo or tutorial video]

• The Quick-Start Guide: [Link to a key knowledge base article]

When you’re ready for a live walkthrough, grab a slot or choose a time.

[Link to Your Calendly/Scheduling Tool]

• Option A: [Day], [Date] at [Time] [Timezone]

• Option B: [Day], [Date] at [Time] [Timezone]

• Option C: [Day], [Date] at [Time] [Timezone]

Feel free to reach out if you have any questions in the meantime!

Thank you,

[Your Name]
Customer Success Manager
[Your Company]

Follow-Up #3: The Final Touch (10-14 Business Days Later)

The Strategy: Make one last effort—either loop in a new contact or send a polite “closing the loop” note. Whichever path you choose, keep the tone friendly and low-pressure. You’re giving them the final nudge—then stepping back until they’re ready.

Tactic A - Find a New Contact: Use this one carefully. If the person you're emailing is the key decision-maker, this can backfire. But it can be a new communication channel that can help gain traction.

• Email to New Contact:

"Hi [New Contact Name],

I've been trying to connect with [Original Contact Name] to schedule the onboarding for [Your Product] but haven't had any luck.

Are you the right person to speak with, or could you point me in the right direction?

Thank you,
[Your Name]
Customer Success Manager
[Your Company]

Tactic B - The "Closing the Loop" Email: This is a polite, professional way to signal that you the door is always open.

Subject: Checking in from [Your Company]

Hi [Customer Name],

I haven’t heard back about scheduling your [Product] onboarding, so I’ll assume now isn’t the right time.

If you’d still like to get started, here’s my calendar: [Link].

Just let me know when you are ready or have questions in the mean time.
Thank you.

[Your Name]
Customer Success Manager
[Your Company]
[Link to your calendar]
[Link to your help center]

Your Goal Isn't Perfection; It's Progress

Your first email won’t be flawless, but what matters is continuous improvement.

• Measure What Matters: Track opens, replies, and completed actions.

• Listen to Silence: Every unreturned message is a clue for your next tweak.

• Gather Feedback: Share your drafts with a colleague for fresh perspectives.

• Iterate Relentlessly: Test subject lines, CTAs, formats—then repeat.

Try these templates, add in your own voice, measure the results, and share your best subject-line wins!