The welcome email is probably your first real communication to a new customer. This isn’t your chance to push one of your products. It’s your chance to sell your brand to them. Get it right and you could be in for a profitable business relationship. Get it wrong and you could find yourself in real trouble because that same customer will be hammering the ‘Unsubscribe’ button.
There are some rules you need to follow for writing an effective welcome email for your business. Let’s take a look at some of the most important aspects of it.
Stand Out in the Email Inbox
Every email you send should leave no confusion when it comes to who they’re receiving a communication from. You would be surprised at just how many people will send off an email without something as simple as a mention of their company name.
Everything from the subject line to the logo in the top corner should have some mention of your business. Things like making sure the borders of the email are done in the company colours are crucial for making sure your brand is recognisable.
Don’t underestimate how important this is. Your potential customer could be having similar communications from up to ten of your competitors.
Personalise the Email
Whilst customers understand they’re just one of many, they don’t want to feel this way. They want to believe that they matter on an individual level. Rather than a generic greeting that goes out to every person on your list, make sure that you offer some form of personalised greeting.
Little things like this may not seem significant, but it can go a long way to catching their attention. Your email should elicit the same reactions as a friend from an email would.
Make the Focus on the Customer
Never use the words ‘I’ and ‘We’ too often in an email. Use ‘You’ and ‘Your’ as much as you like, though. The problem is when you start using the former vocabulary you’re shifting the focus to you. On the other hand, use the latter wording and the focus is now on the customer. You’re taking the subordinate role because you’re talking about what you can do for them not what they can do for you.
It’s a subtle change that does a lot psychologically. Customers don’t care about you or your company. They only want to know what you can do for them. Selfish? Yes, but it doesn’t matter. You have to cater to those sorts of attitudes.
Short and to the Point
Get to the point. This is a welcome email not a chance to sell your entire catalogue. By all means, make mention of it, but it shouldn’t turn into a sales pitch. It doesn’t start a great precedent because all you’re implying is that every communication from you is going to turn into a presentation about why they should spend spend spend.
Keep it short and get to the point. A welcome email should be no more than a few paragraphs long. If you can measure your emails in terms of pages, it’s way too long.
Overall, getting started on the right foot will make or break your relationship with a customer. Most people will never give you another chance to get it right. If the welcome email goes wrong, you can bet that they’ll look elsewhere. Take extra care when going over it and you’ll get better results than you could ever imagine.
On a side note, if you’re struggling, it may be worth bringing in a professional writer to help you with this.
Image Credit - Plan B