Welcome emails happen to be as important to your marketing cycle as Daryl Dixon is to The Walking Dead. These soft-spoken, seemingly low-impact emails are actually always the ones making a difference.
To be successful in your conquest of organizational socialization, the initial few touches are crucial. Hence, your welcome emails should be clear, informative, and actionable. This post has some great welcome email examples covering a wide range of methods. Your needs may vary from others depending on the nature of your business, which is why we encourage testing them out.
Even though you would be tempted to increase the click and open rates through your welcome email, the true purpose is to get the users onboard. You would, of course, want to design the subject line and the body of the email to maximize impact on users. Depending on the nature of your store, software, or blog, the next course of action would be to persuade users to download a service, fill in their profiles, read your content, etc. Whatever the step may be, delivering value is a must.
The metric for measuring impact is not the click and open rate, but rather it is the conversion rate. How many users have actually completed the step that you wanted them to?Let’s take a look at some examples with this bit of information in mind.
Potential users are always curious about how your product functions prior to signing up for it. The Airbnb email breaks the convention of committing before actually knowing anything. They provide an overview of their booking process in the welcome email itself. Their prompt is “Search Now” instead of “Book Now”, which is non-committal and free of friction.
Everyone knows about Amazon’s all-encompassing e-commerce services. Therefore, the welcome email from Amazon chooses to tell users about some other services that they offer. They highlight digital content in the email, perhaps because of the margins being higher than the products. Employ strategic thinking as to what the call to action would be in your welcome email. If you provide services that are high margin or high converting content; you might want to drive customers towards those instead of your popular content. Here’s an article explaining more about Amazon’s marketing strategy.
Beatrix’s welcome email emphasizes on getting the users to take action. Followed by their brief introduction, the action call prompt is ‘Create a “New Assistant”’. This is due to the fact that creating this assistant will make the software important to users. A user of free trial will then be influenced to become a customer who pays.
The only thing Basecamp’s welcome email needs to do is make users sign in. If your product is great and ‘would sell itself’, then the email would simply act as a bridge to your users’ inboxes to your app like Basecamp. They cite that a whopping 1.5 million organizations use Basecamp, which is a great example of social proof.
Unique typeface, little copy, and lots of white space are what ties this welcome email perfectly with their branding. Their welcome email bridges the gap between their website and the user perfectly, giving the same experience in it.