When a prospect makes the decision to become your customer, you want to roll out the red carpet for them.
That’s just as true for a website visitor who subscribes to your newsletter or other marketing content. In both cases, a person has made a commitment to your company based on what you’ve shown them so far, and you have a wonderful opportunity to capitalize on that positive sentiment.
Considering that welcome emails boast four times the open rate and five times the click-through rate of a standard email, it’s important to ensure that your content is on its A-game. After all, your welcome email sets the foundation of your branding and helps to establish the connection you have with your customers or potential customers.
So, what exactly is a welcome email? It’s not necessarily your “first impression” with a buyer, since the recipient has already engaged with your sales team or marketing content. More accurately, a welcome email is the first communication that you send when a buyer reaches a new stage in your relationship.
Only 57.7% of brands send a welcome email to new subscribers, yet on average, welcome emails generate up to 320% more revenue than other promotional emails. (Source)
With a customer-focused, value-packed welcome email, you can stand out in a cluttered inbox, ensuring a meaningful connection and not instant deletion. Check out these seven welcome email templates that can be used to nurture your new customers.
Tip: Nutshell Marketing now includes email drip sequences that can be automatically triggered when a lead is won or enters a specific pipeline stage, so you can send your welcome emails to new customers without a single click.
1. The Welcome Email That Comes From an Actual Human Being
Brands that present their promotional emails as coming from a real person on their team (such as the company’s founder or CEO) experience 27% higher unique click rates. Personalized welcome emails create the feeling of a one-on-one purchasing experience, increasing trust and loyalty.
74% of marketers state that personalized emails increase customer engagement rates, and they deliver six times higher transactional rates as well.
A personalized welcome email is a perfect opportunity to ask customers for their feedback or preferences, helping you to tailor and segment future emails.
I’m [name], the founder of [company name] and I’d like to personally thank you for signing up to our service.
We established [company name] in order to [mission/values of company].
I’d love to hear what you think of [product] and if there is anything we can improve. If you have any questions, please reply to this email. I’m always happy to help!
The above template is best used soon after a customer makes their first purchase, preferably after a purchase confirmation email has been sent. By establishing a warm, personal tone, this email helps you to spark an initial interaction with your customer.
This personalized welcome email from Modalyst details why the company was formed, and was “written” by CEO Jill Sherman:
2. The “Welcome to Your Trial” Email
The free trial welcome email is sent to potential buyers who have signed up for a free trial of your product or service. (See also: product qualified leads.) This email is normally followed by a series of emails encouraging the user to sign up for a paid plan.
Welcome to [product/service name]. Your free trial starts today.
What happens next?
Keep an eye on your inbox as we’ll be sending you the best tips for [product/service].
Want to get more out of [product/service name]? Choose a plan below...
[paid plan link]
A free trial welcome email can include links to product or service training or more information about your brand. Keep these suggestions simple; users don’t want to feel too overwhelmed by your first email. You can send further product/service information in future emails, in addition to stating the benefits of signing up for a paid version of your product.
Check out this free trial welcome email from Shopify.
3. The Product-Focused Welcome Email
The product introduction welcome email helps to provide value by showcasing your product or service in a format which is easy for your customer to digest.
Using a video or webinar to introduce your product allows your customer to feel like they’re gaining one-on-one support without the time or expense of actual one-on-one guidance. You can also hire a freelance videographer or animator to create an introductory video for a product-focused welcome email.
Welcome to [product or brand name]. We’re thrilled to see you here!
We’re confident that [product/service] will help you [summary of key benefit or benefits of product/service].
Get to know us in our [title] video. You’ll be guided through [name of service/product] by our [name of employee and what they do] to ensure you get the very best out of our service.
You can also find more of our guides here to learn more about [product/service name].
This example from HubSpot allows customers to sign up for a free webinar, in addition to offering them alternative resources which they can use at their own pace:
4. The Free Gift Welcome Email
Special offers and discounts are highly effective in encouraging sales, especially if your user has just signed up for a free trial. You could offer a simple discount code or a free product to provide immediate value to your customers. Giving your customers an unexpected “gift” always helps to generate loyalty.
Thanks for signing up to [product name]!
As a special thank you, we’re giving you 15% off when you sign up for a paid plan.
Simply use the coupon below at the checkout.
While discounts are used often in B2C welcome emails, they can work for B2B, especially if you wish to provide a special offer or welcome package.
Your gift doesn’t have to be a tangible item like money or a free product. OptinMonster gives subscribers a special offer in the form of exclusive content, adding value and establishing themselves as an authority figure within their market: