The following is an answer posted on Quora.com and is taken from the book 30 Days To Sell.
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First impressions are important. Your first email sets the tone of your relationship and is a deciding factor on whether your subsequent emails, no matter how good, get read by your users.
The welcome email must walk the delicate line of getting a user to do enough to see the value of your business without asking too much and causing your email to be filed away for reading later (or never).

Compare the minimal, functional approach of Cliniko to bright and visual Asana who try get you excited about the next steps.

Bug tracking software Fogbugz tells you upfront what to expect over your trial to get you looking forward to their emails.

“Over the next six weeks I am going to send you exactly three emails. That’s it. I just want to help you learn a bit more about FogBugz.”

A welcome email most likely contains the users account information and will be referred to often. So a reminder to save the email with links to contact us, support and helpful guides like Squarespace is a good idea to help users.

Some companies like Mailchimp do two emails on sign up. One is your account information. A second separate welcome mail starts you on a series of 9 how-to guides of their key functionality.

It is very easy to forget how effective personal can be. Clinic booking site WhatClinic.com assign every new user a dedicated account manager so every mail comes from a real person, with a profile picture and signature. Likewise, e-commerce software Shopify (Example above) provide a user with their own guru to help.

Print company Moo.com give their automated mails a personality called LittleMoo which gives a normal transactional email a sense of fun.

“Hello Alan
I’m Little MOO – the bit of software that will be managing your order with MOO. It will shortly be sent to Big MOO, our print machine who will print it for you in the next few days. I’ll let you know when it’s done and on its way to you.
Thanks,
Little MOO, Print Robot”

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See how these and more companies use email to convert users to customers within 30 days after sign-up. The book comes with easy visual references and full page email examples. book 30 Days To Sell

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