Onboarding emails are an important part of client acquisition, but so many marketers and businesses focus on everything that happens before onboarding. What you don’t realize is that so many people will purchase your product or service and never take advantage of it. We'll show you 8 of our favourite onboarding emails you can use for inspiration in writing your own.
The post The Best Onboarding Emails: Our 8 Top Picks appeared first on mailfloss.
Onboarding emails are an important part of client acquisition, but so many marketers and businesses focus on everything that happens before onboarding. What you don’t realize is that so many people will purchase your product or service and never take advantage of it because:
While it’s important to focus on getting clients and customers, what you do after you’ve sold them is just as crucial. Now it’s your chance to reel them in and show them they made the right choice by doing business with you. Let’s talk about it!
There are three things that the best onboarding emails have in common.
Let’s break down these three points so you can understand why the following onboarding emails are so successful.
A huge mistake that a lot of business owners make from the very beginning is only preaching the features and aspects of their products. They never exit sale mode, and they never open their eyes and ears to understand what their prospective clients want. One of the best things you can do in your onboarding email is to ask questions and learn more about this person. They've decided to do business with you so find out why. When you do this, you’ll achieve a few things. You’ll get more trust out of the person. This will lead to them sticking around. You’ll also learn more about your audience so you can craft a better product. And you’ll have the opportunity to open up some dialogue with them. Remember that people don’t buy products, they buy solutions.
When someone agrees to do business with you, it’s important that you make them nice and comfortable. Thank the customer for their choice and reinforce the fact that they made the right decision. Also, encourage them to take the necessary steps in the right direction, so they can make the most out of your product or service.
It’s important that your emails are personalized and unique to the individual's journey. You shouldn't send the same onboarding emails to every person that signs up for your product or service. Why? Because it's possible that not everyone is on the same step. For example, if you’re selling a course on opening a restaurant, there are different goals that each person might want to accomplish. Some people might have funding, investors, employees, and locations already figured out, but they need help with operations. Others might have none of that, but they might have 30 years of restaurant experience, but they need help with financing. When you have behavioral triggers set, you can create uniquely crafted emails that meet the needs of the person you’re trying to reach. This will show them that you understand them, care about their needs, and are here to serve. Now let’s dive into some excellent examples and breakdowns of these three points in the following emails.
We had to cut some of this email off due to the sheer size of it, but you’ll get the point. A big problem with a lot of onboarding emails is that they go straight to the point too fast and too often. Close doesn’t do that with their Startup Sales Success email drip campaign. They teach you valuable information in their email, and it starts right from the moment you sign up. They talk about seven key characteristics you need to look for in yourself as well as your team to make sales as a startup. They’re not wasting any time, and they’re providing value to their audience right off the bat, and we think this is something powerful. The customer is going to open this email, likely excited about their new journey, and find a ton of valuable information right away. They’re going to know that they made the right choice. Something else they do right in this email is they provide a personal tone as if they’re talking to a friend or networking with someone. This email is meant to be interactive rather than something you get, look through it, and move onto something else.
Psychology says it takes at least seven touches to get someone to take action on something. Armed with that information, we have to be a little more aggressive than we sometimes want, but that’s how you get results. For example, customers and clients may end up backing out of your services because they simply didn’t have enough information to take action. For them to get that information, all you needed to do was send a few more useful onboarding emails. And you could have decreased the client turnover dramatically. That’s what an email marketer at Square did. They originally sent one email, ten minutes after someone signed up but didn’t finish activating their account. When you think about it, you can see the flaw right there. If someone is too busy to finish activating their account, chances are they will continue to be too busy for ten minutes after. They’ll get the email, open it and say, “Oh yeah, I’ll get to that soon,” and then never see it again. Instead, they changed to sending emails one, three, and seven days after sign up. And they share tips in these emails to help with those people who might feel unsure about what to do next. People are busier than ever. You need to take every opportunity you can to nudge them through the process. Otherwise, they won’t do it on their own. It’s your responsibility to nudge them along.
Intercom discovered something super exciting. After ten days of inactivity with a product, the user loses interest and thinks that they either don’t need it or it won’t work. Can you believe that? They bought something and got super pumped about it and then, after ten days, no longer thought it was great anymore. It’s crazy, but you, as the business owner or marketer, need to understand these psychological triggers to have success. So, as a result, you need to make sure the first ten days of your onboarding email campaigns are straight gold. You need to give them everything they need to have success, get started, use the product, test it out, and implement it. If they’ve stuck with it for ten days and found it useful, you’ve increased the chances of them continuing with it.
This email increased Wistia’s conversions by 350% even though they broke some of the cardinal rules of email marketing. You’re not necessarily supposed to sell anything through an email, but they made it happen. They treated their email copy like having a salesperson, and the results were abysmal. When they switched to the email on the right, and instead of just selling them, they also preached the benefits of switching, everything changed. The reader of the email now sees everything they’re getting by making the purchase rather than just being told to buy something.
This email from Drift is borderline revolutionary, yet it’s so simple. Transparency is king in online marketing, and the same goes for onboarding emails. Let the person on the other side know you’re thinking what they’re thinking, and you’re aware of it. They do a great job of relating to their potential customers as well. They’re touching on all the great points you want in the best onboarding email. And it seems like a lot of people realize that because everyone is stealing this method. Then, in the end, they ask the person to answer a question, so they can learn more about them and open up the dialogue.
There are fewer things worse than receiving emails that look like they were thrown together in five minutes with stock photos. That does nothing for the brand other than making it look cheap and lazy. Tommy John does a great job here of using their branding in their email in a way that is simple but effective. It’s important that you outline your brand, talk about it a little, and even pull back the curtain. We see a lot of companies show some behind the scenes photos about the operation when someone decides to do business with them. That’s helpful with the transparency factor. It also shows the potential customer that you’re a real person and not just a name on an email.
We’ve talked about this a little, but it’s probably one of the most important email factors to keep in mind. Sending unique emails based on the individual's step in the process is good. And you also need to make sure you’re segmenting your email list for follow-up emails. To properly segment your list, you need first to understand your audience. You need to have a customer avatar that describes your ideal client. And you always need to keep them in mind when you’re crafting an onboarding email campaign. Think about what your customer is going through right now. What do they want to accomplish? What are their pain points? And what will really make a difference in their life? When you figure those things out, craft your email copy based on that. Once done, you'll know you’re appealing to their direct needs at that exact moment. Also, realize that even if you have one customer avatar, not everyone will have the same needs. This is where email segmentation comes in.
Onboarding emails are there to simplify the process for your customers. And to explain to them in a step-by-step way what they need to do next. Make sure your emails are following that by offering the most valuable information at the time when it’s needed most. For example, Hootsuite talks about their first step being, “getting customers familiar with the product.” That’s great! You wouldn’t send them an email teaching them how to set up a Facebook Pixel before you educate them on why. Right? If you overwhelm or confuse customers during the onboarding process, you’re making it more difficult for them to stick around. Because they might think your service or product is too complicated or hard to learn. Make sure the emails you’re sending in the beginning start from the ground level and work up. This lets your subscribers learn more and become more immersed in your offerings.
You’ve seen some examples of the best onboarding emails, but it’s critical that you understand some of the logic behind onboarding. Remember, you’re bringing them in and giving them the tools they need to feel confident in whatever it is you offer. That’s the basics of onboarding. If you don't do this right you’re either going to turn them away, confuse them, or give them information overload. And they’ll move onto something else. Use these emails as an example but always put your own fresh twist on things!
Looking for info on how to write empathetic emails? These emails are always important, but in uncertain times or during company crises these emails can turn a bad situation around. Read this guide on how to write empathetic emails the right way.
The post How to Write Empathetic Emails in Times of Crisis appeared first on mailfloss.
During times of crisis, writing empathetic emails is important to show the human side of your business. With the COVID-19 pandemic being the most recent and obvious example, it’s common for businesses to send out emails to customers.
These emails are often meant to keep customers informed about what kind of precautionary steps the company is taking. And to let them know that they’re here to provide support.
In recent months, most people have received a slew of emails like these. However, some have had more of an impact than others.
If you want to ensure your crisis-response emails are effective and meaningful to your customers, it’s important to show empathy. Not sure what this is or how to do this? Keep reading. Explained below is everything you need to know about how to write empathetic emails in stressful or difficult times.
Empathy is defined as an ability to understand someone else’s feelings. When it comes to running a business and communicating with customers, there are many questions one can ask to write empathetic emails. Here are some of the most useful questions to consider:
Take steps to answer these questions. Then use them in your email copy. Consider the way customers and clients feel during a difficult time. It’s easier to connect with them and help them to feel seen and heard.
Empathy is an essential element of good customer service. And good customer service is crucial to any business that wants to stay afloat long-term (including during a global or nation-wide crisis). There are many reasons why business owners need to prioritize empathy in their customer communications, including the following:
When businesses show empathy to their customers in their email reactions, their customers are more likely to feel satisfied with the service they receive. Customers want to know that they’re being taken care of. And they want to know the specific steps their favourite businesses are taking to protect them and act in their best interests.
When you show empathy to your customers and let them know that you care about them, their affinity to your brand rises. That means they will be more inclined to stick with you long-term. They’ll also feel more connected to your brand as a whole. And they may be more willing to recommend your products or services to their friends and family during times of crisis. Especially if they feel that you’re handling the situation well.
When you respond with empathy, you also have an opportunity to correct potential negative experiences your customers may have had. If you’ve received feedback that you haven’t handled a difficult situation well, send an empathetic email. It gives you a chance to fix the problem, respond again in a more helpful way, and provide solutions.
We love giving email marketing tips. When writing an email during a time of crisis, it’s important to take certain steps to ensure you’re using an empathetic tone. And make sure that you are helping your customers feel seen and valued. Below are some tips on how to show empathy in your writing:
When you’re writing an email to your customers during a time of crisis, it’s imperative that you focus on them.
Remember, a key element of empathy is being able to understand other people's feelings and put yourself in their shoes. In order to do this, you need to think about them and their needs during this time. Don’t let your own interests or opinions cloud your thinking and prevent you from being truly empathetic.
Keep track of how many times you use the words “I” and “we” or mention your company’s name. Then compare that to the number of times you use the word “you” and refer to the customer. Ideally, you’ll talk more about them and their needs than you will about yourself or your company.
Another important part of writing empathetic emails is helping your customers feel valued. Let them know how much you appreciate them for working with your business.
Use statements like “I see you’ve been with us for a long time” or “We want to thank you for sticking with us”. Your customers will feel appreciated. It also lets them know that you’re grateful for them.
Think about how your customers are feeling during a time of crisis. What kinds of questions do they likely have? What fears or worries are troubling them?
The more you are to identify their pain points and address them in your emails, the more connected they’ll feel your business. This will also help to validate their concerns and show them that they’re not alone.
In addition to acknowledging customers’ fears and concerns, be sure to also provide potential solutions. For example, give them links to blog posts or a chance to download a helpful guide.
This is a good point in the email to talk to them about what you’re doing in your business, too. For example, many retailers have sent emails in the wake of COVID-19 talking about the steps they’re taking to keep their stores clean. And to reassure that everyone who visits them will be safe.
When sending out an email to your customers, it’s important to show that you’re taking the situation, whatever it may be, seriously. Make sure your tone matches the gravity of the circumstances. Choose your words carefully to ensure you don’t come across as though you’re making light of the matter.
At the same time, try to avoid being overly formal. If your wording feels stiff and cold, your customers won’t feel as though you’re empathizing with them.
There’s nothing wrong with asking your customers for feedback. In fact, this is another way to empathize and let them know that you value their opinion. Consider inviting them to respond to your email with suggestions for how you can improve. Or invite them to ask any remaining questions they might have about your procedures moving forward.
In times of crisis, your customers can benefit from an extra dose of positivity in their lives. It’s possible to show that you’re taking a situation seriously without being sour or negative. In addition to expressing your concerns and letting customers know that you recognize theirs, provide them with something positive, too.
Talk about the productive steps you’re taking, as well as the positive actions you’ve noticed others taking, for example. Consider giving readers a chance to take action, too, so they can feel empowered and in control of at least one thing in their lives.
When responding to a difficult situation, it’s important to keep all the information in the email relevant.
Let's look at an example. Let's say you run an airline or travel agency. And let's say your customers are in a situation in which they cannot travel. Now is not a good time to advertise your latest travel deal in your email blast. Make sure you don’t have any automated emails in the pipeline that will feel insensitive. You don't want to make it seem as though you aren’t taking matters seriously.
Finally, don’t forget to thank your customers. At the end of the email, let them know one last time that you appreciate their business and are grateful for their patience.
This gives you a chance to finish the email on a positive note, and it provides one last opportunity to help customers feel valued. That can go a long way when it comes to retaining their business.
Okay, you’re convinced that it’s important to show empathy in your emails. You might be wondering, though, how you can ensure it comes across when you’re communicating with customers or clients.
Here are five examples of empathetic business emails from a wide range of companies. You can use them as inspiration the next time you need to reach out during a time of crisis:
Asana is a project management software that many remote teams and workers use to stay organized on various projects. In response to COVID-19, Asana sent out a series of emails to users letting them know what was going on on their end. In it, they informed their users what they were doing to support everyone using their software on a regular basis.
In the email from Asana shown below, the company does a great job of putting themselves in their customers’ shoes. Notice how they shared the fact that their team is working 100% from home just like many of their customers. They also provided plenty of resources to help their customers find their footing and feel more confident about remote work. These included free virtual training, blog posts, and guides.
The furniture and home decoration store At Home had to pivot quickly to adjust their services in response to COVID-19. They did an excellent job of keeping customers in the loop while also empathizing with the fears and frustrations they might be experiencing.
In this email, they assured customers of their commitment to their health and safety. They also outlined the specific measures they’d be taking, such as offering curbside pickup.
There are plenty of great examples of businesses sending empathetic emails even during non-pandemic times. In addition to sending empathetic emails to your subscriber list, write empathetic emails 1-on-1. For example, companies like online pet retailer Chewy do a good job of showing empathy on a smaller scale.
Take this example of Chewy responding to an email from a customer asking for a refund after their dog had passed away. In their response email:
For a flower delivery service like Bloom & Wild, it would make sense to send out a Mother’s Day sale email blast. Bloom & Wild took a different approach, though. They showed empathy by providing their customers who might find Mother’s Day to be a difficult holiday with a chance to opt-out.
In a mass email sent to their subscriber list, Bloom & Wild provided the option to opt-out of Mother’s Day-related emails. This wouldn't affect the primary subscriber list. They put themselves in the shoes of their subscribers and provided a solution that was important to a segment of their customers.
Notion is another project management software that exemplified empathy in the way they reached out to customers in the wake of COVID-19.
In this email, Notion acknowledged that their team was in the same position as many other teams worldwide and working fully from home. They also included a breakdown of some of the new features they’d added to their software to make it more helpful for remote workers. This included better notifications and a dedicated inbox.
As you can see, there are lots of steps you can take to come across as more empathetic in your business emails. Keep this information in mind for the next time you need to send an email to a customer during a difficult time. These tips will help you show your support and let customers know that you’re on their side.
