As companies grow and evolve, employees will come and go. For this reason, it’s very important that you have an onboarding process that is both quick and easy to understand. Of course, each company will be different in regards to this process, but there are a few elements that they should all include no matter what. One of those being the onboarding welcome email.
For today’s topic, we’re going to be discussing the process of crafting the perfect onboarding welcome email. We’ll go over some different strategies, elements, and more. Let’s get started with the basics.
What is an onboarding welcome email?
As some of you reading this may already know, the onboarding process is designed specifically for new employees or new users. For the sake of this article, we’re going to be discussing the process for new users.
As you can imagine, this can be quite the overwhelming process for a new user. There are a lot of things to learn in a short period of time. To speed up this process, and make it easier on new users, most companies resort to sending them an onboarding welcome email.
These emails aren’t anything too crazy. It’s typically just a short welcome note so that the user feels at home in their new environment.
That being said, it can be as simple or as complicated as you want it to be. As far as this welcome email goes, the rules are not carved in stone.
There are, however, a few things that you should try to include, and now that we’ve discussed what an onboarding welcome email is, we’ll discuss them now.
The welcome message
The most important element of your onboarding email should, of course, be the welcome message. This is just a simple message that let’s the new user know that they are welcome at the company and that you (the company) are glad that they’re there. Think of it as a friendly, virtual handshake from all the current employees.
One thing that you want to remember here is that you don’t want to be super generic. After all, these onboarding welcome emails are designed specifically to help transition new users into new environments.
What do I mean by generic? Well, you want to seem genuine. You want them to feel welcomed. First impressions matter a lot, and this welcome email could be the first chance a new user gets to really get a feel for the company. So, make it count!
For new users, there will most likely be a lot of questions that pop up. For this very reason, contact details are pretty important in the onboarding welcome email.
I’m not saying that you need to list every face in the company and hand out all their nitty gritty details. But, what you should do is include some customer service contacts, point them towards a help center, or even give them office hours and a phone number to the front desk.
You want to cover all bases in this regard. Nothing will drive a customer away faster than a load of unanswered questions. You need to give them a quick resolve if something troubling happens to pop up.
A message from the CEO
Granted, this isn’t a mandatory detail, but it really does drive the point of welcoming the new user home. Since the idea is to make them feel welcomed, a nice message from the CEO of the company can help make this whole onboarding process a little more personable.
As we all know by now, every user/customer wants to feel like the online tool or service that they’re using is practically tailor made for them. Any and every chance you get to insert a little personal touch should be taken advantage of to the fullest.
Whether it’s just a few words, a quote, or a video, a message from the CEO can really mean a lot to someone just starting out.
If you’re running any sort of specials for new users/customers, now’s the time to showcase it. Think of it as a token of appreciation. A thank you note, if you will.
This token could be anything from a coupon for a physical product, a percentage off their first few months of their subscription, or even a free t-shirt. People love free stuff, even if it comes in the form of savings.
You’ll want to present this special offer in an equally special way. To simply say “You get 10% off” in a line of text won’t do. If it’s a coupon, present it like a coupon. If it’s a free t-shirt, show an image of that shirt and make a big deal of it.
It’s also important to note that customers in general typically love emails like this. Any sort of discount or free product will only make a happy customer even happier.
A little history of the company
Hitting that personal note again, giving a brief history of the company can really resonate well with some customers. You definitely don’t want to make it too long and sappy, but a quick rundown is very welcoming more often than not.
For your onboarding welcome email, explaining the roots of the brand can help align the customers with the overall goal of the company. Having everyone on the same page will only help the whole operation run more smoothly.
You could start by saying when the brand was established, then follow up with the goals it had then and compare them to the goals now. Or, you could simply state when and where the brand was created. There are lots of options when it comes to giving some brand history, but you don’t want to make it the focus of the onboarding welcome email.
Let the new customer know what’s coming up
The new customer definitely won’t know what to expect when it comes to emails. In order to lower email unsubscribe rates and spam flags, you might want to consider letting them know the frequency of your emails.
This doesn’t have to be a big note, but you should definitely let them know roughly how many emails they can expect from you. Just in case they don’t like how many emails they’ll be receiving from you, give them a quick way to unsubscribe. As we’ve discussed before in our article about how to prevent emails going to spam folders, it’s better to let them unsubscribe than to be flagged as spam.
But, the easiest thing to do here is to simply give them an email schedule. Who knows? Maybe they’ll even anticipate your emails.
Upsell your product or service
No matter what you’re selling, there’s always an upgrade. An onboarding welcome email could be a good time to talk about the other things you’re selling. Granted, this doesn’t work for everyone, but you could end up with an upgrade in the near future.
The key here is to not oversell it. Don’t make the customer feel like what they’re buying now is a bad deal. Any business is good business in this regard.
What you do want to do, however, is simply let them know about their other options. Amazon does a great job at this by suggesting similar products, or products that other’s bought in addition to the product that the customer is currently buying. Upselling could prove to be a useful tool in your business arsenal. Just be sure that you’re using this technique in the right context. Many customers might not appreciate this sort of strategy. However, others might not know what they’re missing. There’s a very fine line between these two customers, so choose your words wisely in your onboarding welcome email.
Keep it simple
Despite all the information above, you may want to keep your onboarding welcome email as simple as you can. Remember, these are new customers, not ones that have been around a while. Information overload is a real thing, and it can have very negative effects and leave the new customer with a lot of questions.
Pick and choose the information that you want to use wisely. No matter what, you’ll want to use as few words as possible. Keep in mind that a video might be a better way to explain things than a big chunk of text.
Wrapping it up
There are a lot of elements that a brand can add to their onboarding welcome email. The email itself will depend on the voice of the brand, the message you want to give to the customer, and the goal you aim to accomplish.
Once all is said and done, an onboarding welcome email should aim to accomplish 3 things:
- Welcome the new customer
- Thank the new customer
- Provide a way for them to get any information they need
Even though there’s a lot of information above, if your email can do those 3 things, it’s sure to be a success. Don’t lose sight of the goal of the email, and always keep the new customer in mind. As I stated above, first impressions matter a lot as a business. So make sure this one counts!