So, you got the sale… yay for you! But, what’s next? I wouldn’t break out into a victory dance quite yet. You went to all that hard work to convert a lead into a customer. Now is not the time to drop the ball when they’re finally interested in what you’ve got to offer. It is the time, however, to welcome them with open arms through an email campaign. Convert them from customer to evangelist.
Unfortunately, it’s not an “easy peasy lemon squeezy” task for you, and brands alike, to tackle. I wish it were, but it’s not. In fact, in a research report by Oracle, it was found that, on average, the first 90 days of the customer lifecycle are the most volatile. That’s a seriously cringeworthy stat you’ve got working against you while trying to successfully craft a welcome communication strategy. Just remember this: building a relationship with your new customers is a marathon, not a sprint.
It’s time to employ a “no customer left behind” mentality. Maybe you’ve tried to send a few emails here and there to connect with them right off the bat, but nothing is working. Your retention rates are slipping and your brand is falling victim to the “volatile 90 days” phenomenon. What you’re missing is the recipe to cook up an irresistible onboarding email campaign. So, to help you and others alike, today we’re giving you the seven ingredients you need, helping you avoid that infamous inbox graveyard!
Even after you’ve got these ingredients in your back pocket, the hardest part is still ahead of you. You’re next to-do winds up being the most tedious—crafting all the content for that oftentimes hefty email sequence. Stay tuned because, at the end of this post, I’ll offer up just the solution you need to take the writing process off your desk completely. Think of all the extra time you’ll have on your hands to dedicate to maintaining long-lasting relationships with your new customers.
7 Ingredients of an Irresistible Onboarding Email Campaign
1. The warm welcome.
While you triumphantly got a member of your audience to make the transition from lead to customer, it’s still important to put your best foot forward. Thank them for their investment and offer a warm welcome to set the tone, making them feel like they belong to your “community.”
Try this: put yourself in your customer’s shoes—think about what they first want to do or accomplish once they begin using your product or service. This’ll help you understand what details to share first. Most importantly, remember to keep it simple.
Is it as easy as confirming their email address? Or, taking them back into your app to finish a critical next step? Either way, right off the bat, the customer should know how to begin gaining the value they trust your product or service to deliver.
2. Real results from real customers.
When we see a product that works well, we’re conditioned to build objections as to why it wouldn’t work for us personally. We may find ourselves thinking, “It probably won’t work for me because…”
”I’m too busy.”
“I’m not creative enough.”
“I’m afraid of change.”
You name it. Yet, testimonials help brands overcome customer objections, just like the above. They show us a certain product or service IS working for people just like us. Ahhh, the power of testimonials is real, friends.
Don’t hesitate to share a longstanding customer’s success with your new customers. This helps put your product or service’s value on full display, illustrating the potential it has to end your customer’s biggest struggle or problem. Let them know it’s their turn to achieve that same level of success.
3. Value (beyond the product or service itself).
Think about your personal relationships. Is it better to continuously talk about yourself or bring value, and, most importantly, a listening ear to the relationship? The latter, without a doubt. Do the same for your relationships with your customers!
Mix up your communications, and avoid talking about just your product or service all the time. Acknowledge the things that could get in the way of your customer reaching the full potential of your offering. Then, craft and share industry guides, technology tips, tricks of the trade, and more to eliminate those value-sucking factors. Just be sure, in doing so, it all circles back to your customer’s biggest problems or pains that keep them up at night. Your customers will thank you while giving you a digital thumbs up.
4. The “pump up.”
The excitement building shouldn’t stop after you get the sale. Set your customer up for success by helping them visualize where they’ll be once they begin using your product or service. Help them envision how they can get the most value out of what it is you have to offer. This is your chance to pump them up.
To best accomplish this, ask them to put their thoughts and feelings to paper. Ask them to imagine themselves in a situation where they want to improve the most. Can they see themselves attaining what they wanted? How does that achievement make them feel? How does your product or service help them reach their goals? In doing this, you help reprogram their mind to see that, yes, they too can earn the same success that’s etched within your testimonials. So, never stop building on your customer’s excitement.
5. Expectations—set & manage them.
When’s the next time they can expect to hear from you? What information should they expect to receive from you? What’s the best way to get help, and when? Share all of this and then some with your newbies—the more information, the better!
Setting and managing expectations is truly a fundamental ingredient to building a happy, healthy relationship between you and your customer. It’s a win-win. Not only will your customer benefit, but you will also because you’ll avoid being spammy in the process.
6. Personalization—to get their attention.
While scrolling through countless emails each day, do you make an abrupt stop when you see a subject line that includes your name? Yeah, me too. You can’t help but click! When brands add a hint of personalization to their emails, they end up acting like less of a robot and more like a friend. And, as a result, this engaging email strategy helps break a brand free of all the noise and capture the attention of a distracted audience.
You’d be silly not to start implementing this strategy, too, if you haven’t already done so. The best part? It’s not wildly complicated or time consuming! Incorporate your customer’s first name in the subject line and/or salutation. But, the personalization shouldn’t stop at the customer. A larger company? Consider sending from a specific employee’s email (CEO, CMO, you name it) versus the general [email protected] or [email protected] address. And, you can even go as far as including that employee’s headshot in the signature. The more you humanize your communications, the greater success you’ll find in building strong relationships with your customers.
7. The check-in.
Don’t leave your new customers hanging high and dry once they’ve gotten the gist of your product or service. Check back in with them after they’ve had enough time to settle in and get comfortable. Ask them to share with you what’s working and what’s not working.
Hearing the good, the bad and ugly isn’t easy at times. But, in asking your customers for this “insider information,” you’re illustrating your commitment to helping improve your brand on a continuous basis.
Dreading the task of writing an onboarding email campaign that’s compelling enough to open?
With the hundreds of unopened emails just sitting in our inboxes right now, it’s more important than ever to craft an onboarding email campaign that, well, doesn’t suck. Easier said than done, am I right? Lucky for you, I’m about to share a tool you need to get the writing job done. In a matter of minutes no less.
That tool is ScriptDoll, a sales copy engine dedicated to helping aspiring and even the most seasoned copywriters craft persuasive sales content. Once users create their product portfolio and answer a handful of painless questions, ScriptDoll will drop those answers into thoughtfully crafted content scripts that sell—sales letters, email sequences, you name it.
Recently, ScriptDoll expanded its ever-growing content template library with the addition of the Onboarding Email Sequence Script. This six-part sequence can be set up to deploy as an auto-responder after the sale to help your customer succeed, while driving them to write a thoughtful testimonial. Ultimately, it helps them become your brand’s biggest advocate.
Here’s how you can benefit from using ScriptDoll’s new Onboarding Email Sequence Script:
- Crafts the compelling content for you—thanks to the product portfolio I mentioned earlier, the subject line, body copy, call-to-actions and even signoffs are all done for you. ScriptDoll provides you with the valuable, personable content you need to stand out from the crowd in your customer’s inbox.
- Solves the content flow puzzle for you—when should you answer FAQs about your product or service? When should you share a value-added piece of content that solves your customer’s biggest pain points? When should you throw in a client testimonial? The script answers these tricky questions as it develops the flow of onboarding emails for you. You won’t have to waste countless hours determining the perfect sequence to successfully welcome new customers.
- Determines the perfect timing for you—you won’t need to spend hours experimenting with the timing of sending specific emails from your onboarding campaign. The script tells you exactly when to hit the send button on each of the six emails. New customers will have time to respond and you’ll avoid that dirty “s” word (a.k.a. spam).
So, now that I’ve introduced you to what ScriptDoll is and what its new Onboarding Email Sequence can do for you, visualize what your life would be like while having access to this tool. Can you see yourself with improved retention rates? More testimonials in your back pocket to share with future leads? A freed up schedule to focus more time on building and maintaining strong relationships with your customers? Sounds relieving to me. Go on, make it your reality.
Don’t Wait – Get Your Ready-to-Use Onboarding Email Sequence Copy Today!
It’s time to get started on transforming your new customer into your brand’s biggest advocate. And you don’t have to wait another minute! You now have the ingredients you need to whip up an irresistible onboarding email campaign, and a tool to quickly write one that welcomes them with open arms.
Customers just like you are finding success with the ScriptDoll Software—cooking up persuasive sales copy that helps convert leads and retain customers. We hope you’ll join them and look forward to you getting the results you’ve been hungry for—they’re ready and waiting for you. Now, go ahead and break into that long-awaited victory dance.