Everything starts with a welcome
If there’s any one thing you should put some serious time and effort into, it’s your welcome email.
Your first contact with a customer is the most important contact you’ll ever have. It’s also the most high-risk contact. Get it right, and you’ll have a loyal customer for years and years. Screw it up, and you’ll lose out on what could have been a great relationship.
If you’re wondering how you can use your welcome email to draw customers in, here are our top 4 tips:
1. Be positive
Every brand/customer relationship is based on value exchange. If your welcome email isn’t positive, your customer will have a tough time believing that you can add value to their life! You don’t have to be all sparkles and belly-laughs but do try and give the impression that you’re confident, love what you do, and are generally a Good Thing. A decent content writer will be able to achieve a lot of this through language but branding and graphics also help a lot!
2. Showcase your best – but don’t come on too strong!
There’s a bit of a fine art to this one. You don’t want to come across too pushy in your welcome. But you do want people to buy what you’re selling. If you go too softly-softly, people won’t get the point. But if you go in on the hard sell, you’ll come across as obnoxious. Imagine your welcome email as though it’s a first date. You want your ‘date’ to see you at your best, but you don’t want to come on too strong or they’ll freak out. So, present yourself well and bring out your biggest selling points – but don’t be creepy!
3. Make your brand values clear
The main thing you’re doing with a welcome email is establishing a relationship with your customer. Nobody wants to get in too deep with someone they know nothing about! So, take this opportunity to tell the recipient a bit about your brand. You don’t have to go into reams of prose about your history – but a snapshot of your brand’s core values will really help your reader to get a sense of who you are and what you’re all about.
4. Make your reader feel valued
It’s really important that your reader doesn’t feel like some anonymous statistic who’s been targeted by a bot. There’s no reason why an automated email can’t make someone feel personally valued and appreciated! If you set up your MA right, you can parse the data and hyper segment your customers quickly and efficiently. This is great for sending really personalised, targeted emails which will make your customers feel like you’re making the effort to know them! On a simpler level, something as small as a ‘thank you for your time’ sends a really strong message that you value and appreciate your reader. That kind of mutual respect is a keystone of good, solid relationships which last!
For more tips on creating a successful welcome email journey read our quick win guide on Smart Insights or get in touch with us and we’ll provide bespoke consultancy advice and support tailored to your business.
https://uk.linkedin.com/in/jennatiffany
About the Author
Jenna Tiffany is a Chartered Marketer and Fellow of the IDM. She is the Founder & Strategy Director at Let’sTalk Strategy providing consultancy services across the digital marketing mix. Jenna has over ten years’ marketing experience within B2B and B2C and both client and agency side.
Industry recognised expert as an elected member of the prestigious DMA Email Marketing Council. Jenna provides marketing consultancy to brands worldwide. As a proven thought-leader, competent public speaker and publisher, Jenna can be regularly seen sharing her latest trends and key industry topics internationally.