3 Steps to Striking Welcome Emails

3 Steps to Striking
Welcome Emails
How to Say Hello Like a Helpful Human, Not a Robot

@customerio
Welcome! Glad you’re here!
Janet Choi
Marketing Manager 
@lethargarian

@customerio
The Princess Bride
Welcome Formula

“Hello. My name is Inigo Montoya.  
You killed my father. Prepare to die.”

@customerio
The Welcome Email Formula
1.
Greeting

2.
Who
you
are

(context)

3.
What’s
next?

@customerio
1. The Greeting
• A
quick
moment
to
express
“Hi!”
and
gratitude.

• Add
specificity
and
personalization.
• Hi, nice/great/lovely to meet you, welcome, hey

• We’re happy, glad, excited, thrilled, delighted that you joined our _______!

• Thanks for subscribing/signing up for__________!

@customerio
2. Who You Are
• What
do
you
do?

• Why
do
you
do
it?

• Why
should
the
reader
care?

• What’s
in
it
for
the
reader?

@customerio
3. What’s next?
• Set
expectations.

• What
will
happen
after
this
email?

• What
do
you
want
readers
to
do
next? 
This
should
be
your
email’s
main
call
to
action.

@customerio
PICK ONE
Some common “what’s next” steps:
• download or install something like an app, browser extension, or code snippet
• watch a walkthrough video
• read some tips
• perform a key task, like create your first project, fill out a profile, or set preferences
• reply to the email to provide information or set up a phone call with a rep
• make your first purchase (using this incentivizing discount coupon!)

@customerio
1. Greeting
2. Who we are
3. What s 
next

@customerio
What’s the MOST IMPORTANT THING  
to convey in a welcome email?

@customerio
“We’re judging how warm and trustworthy the
person is, and that’s trying to answer the
question, ‘What are this person’s intentions
toward me?’ And we’re also asking ourselves,
‘How strong and competent is this person?’”
— Amy Cuddy

@customerio
What’s the MOST IMPORTANT THING  
to convey in a welcome email?
TRUST

@customerio
😀😞😡😳😖😍😐
First
impressions
are
emotional.

Is
the
reward
worth
the
risk
and
uncertainty?

@customerio
People want to be seen as awesome.
They want others to be warm and trustworthy.

@customerio
Welcome
emails
see
4x
the
open
rate
and
5x
click

rate,
compared
to
other
bulk
promotional
emails.
Research
from
Experian’s
2010
“The
Welcome
Email
Report”

@customerio
Customer.io
welcome
email
metrics

@customerio
😀 Clarity up front.
😍 Personal connection.
( Ask a question.
How to Gain Trust

@customerio

@customerio
• Colin from Customer.io — colin@customer.io
• The Customer.io team — pleasereply@customer.io
• Customer.io — win@customer.io
from name email address

@customerio
😍 Personal connection.

1. Greeting
2. Who we are
3. What to do next
❤
❤
❤
❤
❤

@customerio
When should you send a
welcome email?

@customerio
1. General product / service signup welcome
2. Newsletter subscription welcome
3. Personal outreach welcome
4. Freebie welcome
5. Invitation welcome

@customerio
1. General product / service signup welcome
1. Greeting
2. Who we are
3. What s next

@customerio
2. Newsletter Welcome
1. Greeting
2. What s next

@customerio
2. Newsletter Welcome
3. Who we are

@customerio
3. Personal welcome email
1. Greeting
2. Who we are
3. What to  
do next

@customerio
4. Freebie welcome
1. Greeting
2. Who we are
3. What to  
do next

@customerio
5. Invitation welcome
1. Greeting
3. Who we are
2. What to  
do next

A welcome takes more than one message.

1. Greeting
3. What to  
do next
3. What to  
do next
3. What to  
do next
3. What to  
expect
2. Who we are

1. Greeting
3. What to  
do next
2. Who we are

@customerio
• 3
steps:
Greeting,
who
are
you,
what’s
next

• Pick
1
goal
for
your
email.

• Build
trust:
be
warm
+
clear;
make
the
reader
the
star.
TAKEAWAYS:

@customerio
Thanks!
customer.io

3 Steps to Striking Welcome Emails

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