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.
Template:
Hey [name],
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!
[name]
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.
Real-life example:
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.
Template:
Hi [name],
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.
Real-life example:
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 new client 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.
Template:
Hi [name],
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].
Take care!
[name]
Real-world example:
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.
Template:
Hi [name],
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.
[Discount code]
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.
Real-world example:
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:
