Apr 28, 2016 | 4 minute read 
Is your Welcome Email welcoming?
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By: Carrie Miller
What are the ingredients needed to write a powerful welcome email? There are many different types of businesses writing many different types of welcome emails – but all have three things in common:
- The greeting.
- Who you are.
- What you have to say.
The Greeting
No matter what you might think of your parents nagging you for better manners growing up, manners really cannot be ignored! The greeting is your chance for a quick “Hi” and an opportunity for a heartfelt “Thank you”. It can be as simple as, “Hi, thank you for …” That said, don’t miss this opportunity to differentiate you and every other potential sales contact by taking your greeting to the next level. Personalize it, add a name, first name for that feeling of familiarity or full name for respectful. Make the reader feel special, like there is a bond.
Who you are (or who your business is).
Don’t be predictable. Don’t skip a basic introduction that so often is missing in these types of emails. The person that you are sending this email to might deal with many different sales people during the day, assuming that you and your business stand out from the crowd might make you feel better, but is not necessarily true. Consider this the first step to building a lasting relationship with this customer and don’t blow it. A couple of examples would be:
- Using your product will make people better versions of themselves. “You have just joined thousands of others who are taking control of their work and saving valuable time using our software!”
- “Watch our video to quickly learn how to make the most of your time with our automation software.”
- Outline your goal. “It is my goal to simplify your working environment, to make it more pleasant and more productive.”
- What your product does. “Visual Visitor will make it easy to identify potential customers and increase sales from the power of your website!”
What you have to say.
The last ingredient is key to building trust and setting customer expectations. This is quite easily done. It can be simple, “This is the first of four setup emails that we will send over then next week to help you set up and configure your account.” It can be cajoling, mentioning discounts, prizes, and more.
It is imperative that you next be very clear about what you want your customers to do next. It can be framed as setup success, or suggestions for success, a call to action. Don’t assume that they will read the whole email and automatically understand what you are wanting them to do. Say it clearly and quickly. Download this, watch that, do this task, schedule a call, buy this. If you have a lot to say, spread it out over multiple emails, but be clear.
Let’s go over a couple of examples!
Example Greeting:
(fictional company)
Dear Kevin,
Thanks for joining HungryGuy! Clearly you’re someone who loves healthy, fresh food, and we’re happy to offer you a new way to get it.
This example greeting really includes many of the positive ingredients mentioned above. It makes Kevin feel like he is becoming a part of the healthy food market, just by joining the HungryGuy team. What does this accomplish? Well, now HungryGuy has started on the path of creating a bond between them, the company, and Kevin, their new customer.
Example Who you are (or who your business is):
My name is Michael, and I am a co-founder of HungryGuy. I have watched our company grow exponentially, in large part, due to partners like you. What is it about HungryGuy that men like you love?
- They love our fresh, healthy foods that allow them to have confidence in the items that they put in their bodies.
- They grow healthier week after week from this healthy eating change.
- They inspire others around them to move toward a healthier lifestyle.
Using HungryGuy to fill those holes in your diet with healthy eating options makes it possible for you to replace the drive thru and the over processed foods with healthy, delicious foods. We are happy to have you join our team!
Growing Healthy,
Kevin
The next part of the email takes the time to explain HungryGuy’s mission and their values while also connecting to a certain type of person tapping into powerful emotions like excitement, inspiration, and pride.
Example What you have to say:
It is time to take a couple minutes to get your first order processed! Don’t forget, as a special welcome from us to you, use this 40% off coupon on your first order . Join the HungryGuy movement toward a happier, healthier lifestyle!
Finally, with this what comes next you are closing out your welcome email. The service for HungryGuy involves customer input to start the process, so the email makes clear what needs to be done to get the first, discounted order delivered.
In closing, remember to keep your welcome email upbeat and, well, welcoming! You must avoid any hint of the impersonal, automatic spam like tone. Otherwise, you will be wasting an golden opportunity to continue making your sales pitch to a willing audience and also a chance to solidify the customer bond that begins with that first click.
