Designing in a bubble is difficult. That’s why Subscription Site Insider has an entire section featuring great design and marketing samples.This week, Insider is featuring 10 killer emails to welcome new prospects and save cart abandons. The first email a new prospect receives after visiting your site is crucial for establishing customer relations, brand identity, and even retention marketing.That’s why we liked the two samples below from B2B sites Demand Metric and Testing Mom. They’re not fancy, but the do their job and employ a number of best practices:

1. They reiterate the user’s ID and password. You’d be surprised how often new users don’t use a site or cancel a subscription simply because they forget their password. Giving this information up front in an email that’s easily saved is a critical onboarding tactic.
2. They both offer first steps for registered users to take. We like how Testing Mom’s email offers one brief link — it’s clear what the user is supposed to do next. At the same time, some sites may benefit from offering a number of possible first steps, as Demand Metric does.
3. They both have some marketing copy highlighting the benefits of the site. It’s not pushy, but just a subtle reminder as to why the new prospect signed up.

You can view all 10 killer emails, including samples from The Financial Times, Angie’s List, Netflix, and others, on Subscription Site Insider.