Are you looking for a “magic wand” to boost your email marketing efforts? Read this article to learn how to create a remarkable welcome email.
Do you send welcome emails to your customers? If your answer is “no”, it’s time to fix this big mistake.
Do you know that a perfectly crafted welcome email may improve customer loyalty, boost repeat purchases, and build a strong brand identity? And if you want to be one step ahead of your competitors, you shouldn’t ignore the importance of the welcome email.
If you have never written this type of letters before, here is an ultimate guide for you. Don’t hesitate to follow the directions given. If you do everything right, it will take your business to the next level.
Structure of the Perfect Welcome Email
When crafting a welcome email, you should pay attention to its structure. Here is a list of the essential elements your email should include.
1. Personalized Greeting
You should start your email with a personalized salutation. If you know the client’s name, you must put it first. It will make your welcome email sound more personal and intimate.
Greetings like “Hi Alexis” works much better than impersonal phrases such as “Hi there” or “Dear customers”. You have only one chance to make the first impression on your client, so you should use it wisely.
The next step you should take is to say “thank you” to the addressee. You should show to your customers that you appreciate their loyalty. Feel free to use the following phrases:
- We are truly grateful for choosing us
- Thank you very much for your purchase
- Our team would like to thank you for your support
- Thank you for choosing us among all the competition on the market
- Just a quick note to say how much our team appreciates your support and loyalty
It’s a good idea to thank your customers twice: at the beginning and the end of your email.
3. Product Description
Now it’s time to describe your product in more details. You should explain which specific features your product has, and what extra services you can provide. After reading your welcome email, an addressee should have no questions related to your offer.
Feel free to provide any additional information, which your customer may find useful. For instance, if you sell sports shoes, your welcome email may contain a how-to guide on how to clean leather sneakers at home. Or if you provide recruiting software, you can add a link to the video on how to upload, install, and use it.
4. Payment Details
Also, welcome email may include payment details. It will help the customer to understand how much did he spend on the product, on delivery, and other services.
If you offer subscription plans, don’t forget to mention the renewal date of the plan. As a service provider, you are obliged to inform the customer when he will be billed.
5. Customer Support
Your customers want to know how they can contact your company if they face any problems. So don’t forget to add contact information to your welcome email.
Also, you should mention customer support's working hours. For instance, if you answer emails only on business hours, you should inform your customers about that.
6. Social Media
Modern customers, especially Millennials and Generation Z, don’t like to resolve their issues by email or phone. They prefer to communicate with companies via social media platforms.
If your company is present on Facebook, Instagram, and Twitter, make sure that there are social media buttons in your welcome emails. It will help you to gain a massive following and boost the effectiveness of your social media marketing efforts.
7. Visual Brand Identity
Every welcome email must include the logo of your company. You can place this element of the visual brand identity at the top or bottom of your email; it's up to you.
However, it’s worth to be mentioned that the logo shouldn’t be too big or too small. It should be placed naturally. The logo should perfectly fit the email template.
8. Legal Compliance
The European Commission designed a standard that aims to protect the privacy of all EU citizens. And since 25th of May, 2018, every company or website using contact forms and email marketing must comply with this standard. There are no exceptions.
9. CTA Button
If you want to boost email conversion rate, you should design an effective call-to-action button. Depending on your goals, you may encourage your customers to complete the following actions:
- to visit your website to learn more about your company or products
- to read an article published on your blog
- to follow your company on social media
- to make a repeat purchase
- to buy related products
- to provide you with feedback
Call-to-action button should fit content of your welcome email. It should look stylish and catchy.
When designing a button, remember that every small detail matters. The size and color of the button as well the font’s size, color, and type may influence the effectiveness of your email marketing campaign.
Obviously, the structure of the welcome email is not the only important thing. If you want to craft a high-quality letter, check out the following tips.
Keep It Short
In today’s world, no one likes to read long letters. So if you want customers to read the entire email, you should keep it short. You should express your ideas briefly. Remember that you should never overload your email with unnecessary details.
You must have heard a saying “brevity is the soul of wit”? If you want to boost the conversion rate, you should apply the concept of brevity to your email marketing campaign.
Proofread the Text Twice
Your welcome email should contain neither typos nor grammar mistakes. You should proofread the text a few times to make sure that you have fixed all errors.
The truth is that if you are not a professional writer, it will be challenging for you to notice the mistakes you have made. In this case, it will be a wise decision to get expert assistance. You can use one of the following services:
- Grammarly. It’s an automatic grammar checker. This service will help you to identify and correct common mistakes.
- Trust My Paper. You can utilize this writing service to get assistance from specialists in email proofreading and editing. They will fix all the errors you have made and make your welcome email looks perfect.
- Upwork. It’s a freelance platform where you can find a professional email marketer and proofreader. A freelancer will help you to improve the text of your welcome email.
The welcome email should contain not only text but also media content. You can use photos, vector images, animated GIFs, graphs, infographics – whatever fit your message. It will help you to accomplish the following objectives:
- Grab and retain the addressee’s attention
- Increase conversion rates
- Build a strong brand identity
The point is that people process visual information in 60,000 faster than text. So when you add at least one visual element to your welcome email, you boost your email marketing efforts in a few times.
Design Stylish Template
Let’s face it. Modern customers get a bunch of emails every day, but they don’t have enough time to review every email thoroughly. So if your welcome letter is not visually appealing, it has no chances to capture the addressee’s attention.
You should focus your efforts on designing an outstanding template. Try your best to make your welcome email look stylish and eye-catching. There are lots of free tools (or those, offering a lengthy trial period) online to assist you in this task. Mosaico and Postcards are just the first ones that come to mind but don’t hesitate to make a little research.
These tools are user-friendly email template builders with drag-and-drop features so you can create an impressive design just in a few minutes. Each of them has an intuitive interface so both a designer and an amateur will find no trouble using them.
If you are familiar with an HTML programming language, there are some upgraded yet free tools for you too. HEML is one of this kind of tools just to name. With its help you can create a fully customized design from scratch.
In case if you have no designing skills at all, don’t hesitate to get professional help from freelancers. Freelance platforms like Fiverr are aplenty out there, ready to provide you an expert in the niche.
Now you know how to craft a winning welcome email. Go ahead, and apply these recommendations in practice. Pay attention to the structure of the letter, check the quality of the text, and create a visually appealing design.
Keep in mind that you should be creative to make your welcome email to stand out. It will help you to increase your marketing efforts and achieve your ambitious business goals.
Diana Nadim is a writer and editor who has a Master degree in Marketing. She combines her passion for writing with her interest in research and creates thought-provoking content in various fields. Diana also runs her own 3to5Marketingblog . What inspires her the most in her writing is traveling and meeting new people.