Last week, we introduced you to our new series of tutorials: until the end of April, we will be showing you how to create and send awesome transactional emails step by step, using MJML, our 5100+ ⭐ on Github open-source email framework, and our templating language. Each tutorial covers a very common use-case, providing a large set of examples, code snippets, and nice visuals.

Today, we’re going to see how to implement an efficient welcome email. Here’s a quick preview:

email preview

Sending welcome emails – a quick introduction

We know you are an email veteran, and the double opt-in has no more secrets for you. So, during the signup process, you asked your user to confirm their email address. This verification step is now over. You can open yet another bottle of champagne, you have one true new user interested in your product. Congratulations.

But then you start to wonder. It could be that users browse your website right now, or come back later. And you know people. Chances are, they’ll have other things to do, they’ll forget and never come back.
So you need to grab their attention again. Why not use the valid email address they offered you willingly?

Welcome emails are indeed a powerful way to communicate because users are expecting them. When you enter a store as a consumer, you expect friendly greetings, useful information or good advice. While this behavior is common for most customers, that doesn’t imply they’re all the same. It is important to take your user’s tastes or habits into account, in order to create relevant messages. We can see you starting to panic: how many templates would you have to write?

Don’t freak out! Leveraging the power of our templating language, we will show you how to create a customized welcome series, using only a single template. In this tutorial, we will:

  1. Create blocks that display different elements according to your user data (location, gender… think segmentation!)
  2. Learn how to set a templating language variable and leverage it to display personalized data.
  3. Use templating language functions to transform text.

Ready to start writing an awesome welcome email template?
Time to jump over to Github.


We’ve also created an easy-to-execute tool written with NodeJS to test emails under real conditions. To use it, you’ll just need valid credentials for both MJML API and Mailjet Transactional Send API, but don’t worry if you’re a newcomer – applying to join the MJML API beta and creating a Mailjet account are totally free.

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