Brand
Adobe
Subject line
Welcome to Illustrator
Use case
Onboard Paid UserAbout this email
This email from Adobe Illustrator serves as an engaging promotional and onboarding message aimed at new or potential users. It is structured with clear sections highlighting the app's capabilities, including design templates, AI features, and creative tools, complemented by attractive images and multiple calls-to-action such as "Get started" and "Explore tutorials." The tone is inspirational and encouraging, aiming to motivate recipients to start creating and explore various learning resources while fostering a sense of a creative community.
Adobe journey
Why this works
**Why this works.** Adobe leads with "Welcome to Illustrator" instead of a feature name or discount offer, immediately establishing that the email is about *them* starting their journey, not Adobe selling them something - this removes the sales friction at the exact moment they're most open to onboarding. The pattern here is "address the user's new status, not the product's capabilities"; you can lift it for any paid user onboarding where you want to orient people toward their first win instead of your feature list.
