Editorial 01 Sep 2021

Writing the perfect SaaS welcome email

Writing the perfect welcome email often is an afterthought. “Oh, yeah, lets add a welcome message for new customers”. But a solid welcome email is more: it sets the tone for future communication, establishes trust and is an opportunity to decrease churn. Because a new customer who gets the most value out of your product right out of the gate, is more likely to stick around.

Photo by Visual Stories || Micheile on Unsplash

This article outlines best practices, tips and inspiring ideas to use right away in your welcome emails (in Seos).

What is a welcome email?

A welcome email is, for most self-service SaaS companies, likely the first contact moment with their new customer. It’s the moment where you shift your focus from signup to activation.

It’s not just, despite the name, where you welcome your customer to your company. No. The goal is to, once again, explain the value of your product. To help make them stick. It’s a very important first moment to build that important relationship with your new customer.

There are a plethora of ways to go about this. Let’s go over some real actionable advice you can put into practice right away. These tips come straight from Seos’ customers using the messages feature. I reached out and asked what their welcome email says. These are the best ideas from all these emails together.

Ingredients of a good SaaS welcome email

So a good welcome email creates a foundation for the relationship with your customer and helps decrease churn by guiding your new customer in your product. Easier said than done. So here are 6 ideas to help you with this.

Why did they sign up?

Many people try to mimick the offline world in the online world. As such it makes sense, to welcome a new customer after they signed up. But to really catch their attention, instead of simply welcoming them, have your USP stated front and center at the top of your email. For example: “Improve the relationship with your SaaS customers”. Or whatever is that one pain point you solve for your customers.

Have one clear CTA

In the same light as reminding them about your USP. Have a clear call-to-action you want them to take. This depends on your product, but it could be anything from creating their first email sequence, creating an automation or watching a product tour video. Take some time how you label your CTA-button too. “Get started” or ”Next” is not gonna cut it.

Make it personal

This work really well if your customers are small businesses too. Signing off with the founder’s name or having photo of your (support) team at the top might establish that connection small businesses are looking for. The receiver knows the email is sent automatically, but seeing the team behind the product can be a start of a solid relationship.

Use some personalisation

I’d suggest some basic personalisation to start with. Making it too personal, even though you have the data at hand, might be too creepy at this point. Simply add their name or company name into the subject might be enough already.

Provide a quick way to support

Never send a welcome email without a way to easily reach support. This could be a simple link at the bottom: “contact support” or noting that they can always “reply to this email”. On that note: never-ever send from no-reply email accounts.

Clear design, short copy enough white space

Keep it simple also goes for welcome emails. Keep sentences and paragraphs short. Use plenty of white-space between text and don’t overdo the visual design. If you keep to these rules, it’ll make your message stand out more and your call-to-action button impossible to miss.

Studies shown an open rate of up to 60% for welcome emails


In conclusion

Welcome emails often have a really high open rate (although we argue this is a mere vanity metric and possibly privacy-invading). But previous studies shown numbers of up to 60%. So it’s well worth it to take your time when writing this email. And as always, it doesn’t have to perfect right out the gate. Experiment a bit. Try something new and see what works and sticks (tracking replies and responses is a much better metric to track than clicks and opens).

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