Best practices for customer marketing welcome emails after contract signing

Dana Marlin · 2026-09-21T17:05:16.105Z

We're reevaluating our entire customer experience, this time customer marketing will actually have a seat at the table. We'd love to do a welcome email (we've tried for years but have hot ,multiple roadblocks around data and ownership) but are finally in a good place. We'd like this touch to be a marketing touch that compliments the customer success welcome email that has more technical/ tactical information. Does anyone have one they can share? Also if you are sending welcome emails do they get sent when the contract is signed? Do you only send to who was involved in teh sales process, if that differs possibly from the broader user base?

5 comments

· Sorted by Oldest

Erica Benton
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I'm curious about your perceived value of a separate CM email. From a customer standpoint, it may not matter who within your org the welcome email is from, so long as the message includes the relevant detail they need at that point in the journey. Do you have the ability to influence the CS email content or cadence messages with them so the experience feels cohesive?
Dana Marlin
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The goal of A CM email is that is gives a higher quality, designed touch from our CEO. In past iterations it had a link to the on-demand training platform, information about onboarding methodology, and link to get swag. The current CS email is primiarly focused on setting up a meeting and what is needed from a technical POV
Erica Benton
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Ah, gotcha - thanks for clarifying. We send a welcome email to all users, but include a buyer survey for those listed on the Closed Won Opportunity. The welcome email is from our head of CS, and precedes the more tactical communication from their Onboarding Manager. (We don't refer to the OM communication as a "welcome email", rather it's the first in the onboarding series.)
Mauro Perez-Gaona
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Building on Erica Benton’s answer, I'd send this higher-quality welcome from the head of CS (or product). At that point, the customer mostly wants to know who's accountable for getting them live, and a senior CS or product voice signals exactly that. It also keeps the experience cohesive with the rest of the CS sequence. I'd save the CEO welcome for a high-touch advocacy program. A note from the CEO when a customer joins as an advocate tells them their voice matters at the top of the company. During onboarding, it's one more email in a busy first week. At advocacy enrollment, it's a moment they remember, and a strong start to that relationship.
Kristine Kukich
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We did a CS welcome that identified next steps, which included getting into the community, but was really only sent to those on the implementation team. The decision team got a different email that was more executive thanks.

Erica Benton
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I'm curious about your perceived value of a separate CM email. From a customer standpoint, it may not matter who within your org the welcome email is from, so long as the message includes the relevant detail they need at that point in the journey. Do you have the ability to influence the CS email content or cadence messages with them so the experience feels cohesive?
Dana Marlin
·
·
The goal of A CM email is that is gives a higher quality, designed touch from our CEO. In past iterations it had a link to the on-demand training platform, information about onboarding methodology, and link to get swag. The current CS email is primiarly focused on setting up a meeting and what is needed from a technical POV
Erica Benton
·
·
Ah, gotcha - thanks for clarifying. We send a welcome email to all users, but include a buyer survey for those listed on the Closed Won Opportunity. The welcome email is from our head of CS, and precedes the more tactical communication from their Onboarding Manager. (We don't refer to the OM communication as a "welcome email", rather it's the first in the onboarding series.)
Mauro Perez-Gaona
·
·
Building on Erica Benton’s answer, I'd send this higher-quality welcome from the head of CS (or product). At that point, the customer mostly wants to know who's accountable for getting them live, and a senior CS or product voice signals exactly that. It also keeps the experience cohesive with the rest of the CS sequence. I'd save the CEO welcome for a high-touch advocacy program. A note from the CEO when a customer joins as an advocate tells them their voice matters at the top of the company. During onboarding, it's one more email in a busy first week. At advocacy enrollment, it's a moment they remember, and a strong start to that relationship.
Kristine Kukich
·
·
We did a CS welcome that identified next steps, which included getting into the community, but was really only sent to those on the implementation team. The decision team got a different email that was more executive thanks.