People signed up to receive communications from your organization. Now what? According to Janet Choi from Customer.io, you’ve got to write the perfect welcome email.
Why welcome emails rock: They’re opened 4x more and clicked in 5x more than average promotional email rates.
It’s all about first impressions, folks. That first correspondence determines how warm, trustworthy, strong, and competent you are. That’s when confidence is instilled—at the very beginning of the important relationship you’re forming with your customer. Luckily with variable data, you can make your welcome emails more personable.
Here’s your how-to guide.
- Get the Timing Right
- Real-time welcome emails outperform (by transaction rates and revenue) batched welcome emails 10x. Make sure your system sends emails within 24 hours rather than waiting for a batch to pile up.
- Connect on an Emotional Level
- This can be achieved with a warm greeting and gratitude such as “Welcome, [insert name]! We’re thrilled to have you.”
- Before you type anything, ask yourself, “What’s in it for my customer?” Include what will benefit them because they’re the star of your email.
- Don’t use a firstname.lastname@example.org address for people to email with questions or concerns. That’s super not friendly.
- Set Expectations
- Have a clear From Name for the email.
- Give a reminder about who you are, what you do, and why it matters to them. In our busy, fast-paced world, people often forget about signing up for communications.
- Let them know how often they can expect to hear from you and what content you’ll be covering.
- Have a call to action, such as tips to get them started, walkthroughs or examples, where to go for help, or incentives and discounts.
- Edit Ruthlessly
- People have shorter attention spans than gold fish now! So keep it short, embrace white space, and make the user experience easy and enjoyable.
- Listen and Let People Speak
- You can do this by asking questions. For example, “Why did you sign up to hear from us? This will help us better assist you.”
Jill, can I get an example?
Sure, let’s pretend I’m the blog editor at a company that makes solar panels. An engineer just signed up for my blog. I plan to send her this right away.
Greentop Solar: Power Our Future
Sarah, welcome to Greentop Solar’s blog!
We’re thrilled you’ve joined us and thousands of others who save time by getting the top solar power news right at their fingertips. We publish posts once every two weeks, so you’ll get an email alerting you each time. I promise we won’t clutter up your inbox with anything besides those blogs.
At Greentop, we write content for clients like you about how your projects can become greener with solar-powered energy. These are in-depth, actionable articles that will help you achieve renewable energy goals and stay on top of the latest updates and advances.
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