Proven Strategies for Successful Email Onboarding
Got a new job? You probably went through a few emails to get caught up with the company. That is an example of email onboarding.
Email continues to dominate as the prevailing mode of online communication, becoming ubiquitous in our daily lives. For most people, checking email takes precedence before any of the day's other activities.
Businesses around the world take their email communications very seriously. They recognize that emails are the initial point of contact with their customers, shaping their impressions from the beginning.
What are Onboarding Emails?
Onboarding emails welcome customers and provide essential information, tips, and instructions to maximize their experience. Their primary role is to guide new customers on effectively utilizing a product or service.
For example, when creating an email account with free providers, you typically receive one or two welcome emails in your inbox. These are onboarding emails, and they explain how to navigate and use your new account.
Let us discuss the most effective ways to build your onboarding email experience. We'll explore strategies that can help you optimize customer engagement and facilitate a smooth user experience.
Best Practices for Onboarding Emails
An important point to remember is that you can send onboarding emails even before a subscriber becomes a customer. Newsletters are a typical example where this is possible when people sign up for information and updates on your website or app.
Converting your subscribers into customers can be a gradual process; it's essential to understand that not all will make the conversion. That's OK; you aim to ensure a conversion percentage that meets your goals.
We can achieve that by using the following best practices.
The key to making a solid first impression lies in simplicity. By keeping it straightforward, you avoid being pushy, and your clients will be inclined to read your message.
Example of Google Workspace
Along with saying Hi! and Thank you, the best welcome message usually outlines what your product or service does.
For example, in the case of Google Workspace, their welcome email explains the service's capabilities and introduces the various tools and apps accompanying it. They further link you to a learning center that houses all the documents necessary to learn the features and functionalities of each app and tool in depth.
Subject and Content
The subject line is the first thing seen in anyone's inbox. While crafting these emails, they should ideally include the customers' first name and your business name. Some examples are:
- "John, welcome to Google Workspace."
- "Sam, regarding your recent order at Amazon.com"
- "Welcome to a wonderful world of learning at Coursera."
Next, the content of your email should directly relate to the action the user took, which triggered the email delivery. If they signed up on the promise of receiving a discount coupon, you must include it in the email. Provide relevant purchase details and tracking information if they bought something from you.
The content should align with the context of the email, relating to the action the user took or the trigger that activated the delivery.
Now that your customer is engaged and reading your email, it's an excellent opportunity to inform them about other ways your product or service can be beneficial.
- Sharing more information that may be helpful to them as a customer by providing user case scenarios or product features.
- You can also ask them to visit your website to complete essential actions like profile setup, preference settings, finalizing an order, or getting familiar with the product or service.
Your customers already have an idea of why they signed up with you. That doesn't mean you cannot pleasantly surprise them. By emphasizing your core principles, the value you create will reflect on your customer, making every email worth opening.
For example, showcase testimonials from current customers, highlight local community work you may have been involved in, or share snippets of your company's history and the journey that has led you to where you are today.
These bites of information add personality and form an attachment to your brand. Done right, this works wonders for the longevity of your subscribed user base.
These aspects form the foundation of creating engaging and clickable onboarding emails. A few areas where you can add more value are:
- Providing documentation resources
- Cross-selling and upselling
- Links to videos
- Most importantly, please keep it simple
Data-wise, an effective onboarding email strategy is a critical metric that drives customer acquisition and retention. It helps cultivate repeat clients and creates advocates for your business. When customers see that your engagement is worthy of their recommendation, it strengthens your reputation and builds long-term loyalty.
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