A welcome email serves many purposes. Firstly (and most obviously) it welcomes the new user to your community. Next, it guides the user accordingly, whether to complete their profile, download something or get in touch with your support centre. Overall, your welcome email must inspire readers to take action.
Want to know how to craft the perfect welcome email? Read on to learn more…
1. Eliminate Pressure
Welcome emails are very important in welcoming new users and making them feel at ease. It is therefore crucial that you do not overwhelm new users in the welcome email; they must feel comfortable and motivated, rather than pressured or persuaded.
For instance, if you are an airline or travel agents sending out a welcome email, instead of diving straight in by saying: ‘Book Now’ it is better to put ‘Search Now’ or ‘browse now’, as this does not obligate the reader to make a commitment.
2. Focus on Something Unique
Another way to craft the perfect welcome email is to include a unique product or service that you offer. If you are a big company with a huge following, it may be worthwhile concentrating on something more specific that will drive them to high-converting content.
Amazon is a prime example of this, focusing on digital content instead of driving readers towards their most popular products. In their welcome email, they encourage readers to access their Amazon instant videos, MP3 content, apps and devices.
3. Be Specific
If you are a business with a single, primary product or service, focus wholeheartedly on this in your welcome email. For instance, if you run a project management app and simply want to encourage new users to sign in, get straight to the point by directing them to do so. Keep the email simple, clean and clear, making it obvious what call to action you want the users to take.
4. Be Consistent
Your welcome email should perfectly align with your brand, using the same logo, slogan, font and copy style that you would use in blog articles, social media and across your website. Consistency is a proven way to boost brand awareness and build client loyalty.
5. Be Clear
If you have a product or service that is not necessarily straightforward (i.e. ‘Inbox’ by Gmail) your welcome email will need to be as clear as possible. Offer a step-by-step breakdown that guides users through the service, or a Question and Answer approach. You could also provide a video guide that gives viewers a visual lesson on how to use the new service.
How can we help?
If you need help with your next email marketing campaign, get in touch. 8 Ways Media is a leading digital marketing agency with a special focus on web design. We’ve worked with countless brands, large and small, helping them to adjust their approach to marketing and branding for even greater success.
We’re here to help. Get in touch today to discover how we can help you to create a stellar marketing strategy that will take your business to brand new heights.
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