Learn how to create and optimize your welcome emails. View the full stream from our class: http://customer.io/classes/welcome-emails.html

1. 3 Steps to Striking
Welcome Emails
How to Say Hello Like a Helpful Human, Not a Robot

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

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The Princess Bride
Welcome Formula

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

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The Welcome Email Formula
1.
Greeting
2.
Who
you
are
(context)
3.
What’s
next?

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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__________!

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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?

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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.

13. @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!)

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PICK ONE GOAL

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

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First Impressions

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

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“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

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

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😀😞😡😳😖😍😐
First
impressions
are
emotional.
Is
the
reward
worth
the
risk
and
uncertainty?

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

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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”

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Customer.io
welcome
email
metrics

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

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😀 Clarity up front.

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😀 Clarity up front.
• Colin from Customer.io — colin@customer.io
• The Customer.io team — pleasereply@customer.io
• Customer.io — win@customer.io
from name email address

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😍 Personal connection.

31. @customerio
( Ask a question.

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

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When should you send a
welcome email?

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

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

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

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2. Newsletter Welcome
3. Who we are

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

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

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

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

42. A welcome takes more than one message.

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Workshop

44. 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

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46. 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

47. @customerio

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

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

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• 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:

51. @customerio
Thanks!
customer.io