🔬Your welcome email is losing you customers...

Hey there,

Welcome back to another edition of Bootstrapped Growth. 👋 

Today, we dive into real-life examples of welcome email hits and misses.

Welcome emails are your digital handshake. They’re the first interaction after a customer signs up. Get some inspiration below and avoid generic messages that disappear in crowded inboxes.

Table of Contents

• 🚀 Strategy

• ⭐️ Extra Tips

• 🛠️ Resources

Thanks for reading. Let’s jump in!

🚀 Welcome Emails That Engage Users

1) ‘Useful’ welcome emails

Airtable’s (spreadsheet-database hybrid) welcome emails are useful as they show users what they can build immediately. Their tone is friendly (‘nice to meet you’). This matches their messaging of welcoming users into a ‘community’. The backing from social proof of 200,000 users reassures new users that they're in good company.

The email is punchy and informative with a 2 min intro video. All without being overwhelming.

Takeaway ➡️ Replace mere ‘confirmation’ emails with helpful information. Provide one clear call-to-action (e.g. watch a video) rather than highlighting every feature.

2) Give away a ‘quick’ win

Leesa (mattress brand)’s call-to-action to complete a relevant quiz helps users with the product discovery and purchase journey. This is cleverly paired with a quick incentive in the form of a welcome discount.

Takeaway ➡️ Let users explore your product through an interactive quiz. Make users feel rewarded by successfully completing a task.

2) Create a holistic onboarding sequence

Duolingo (language learning app) guides new learners with a carefully designed sequences of welcome emails. Day 1 focuses on completing the first lesson, Day 3 introduces daily goals, and Day 7 showcases the ‘streak’ (gamifying daily habit of learning) feature. The brand's playful tone is maintained throughout all communications.

Takeaway ➡️ Consider email series as an onboarding journey, not just a single welcome message.

⭐️  How To Create Welcome Emails That Convert

1. Focus on one primary action. What's the single most important thing a new user should do first? Highlight that action. For example, Airbnb's welcome email focuses on users completing their profiles.

2. Set expectations for what's next. Show what users receive and when. For example, you can outline what users can expect in a free trial and when it ends.

3. Inspire vs overwhelm. Welcome emails should display what’s possible with your product or service vs overwhelming new users with lengthy feature explanations. For example, Coda (document platform) shows what other users have built (e.g. investment trackers, product roadmaps) to highlight its versatility as a tool.

🛠 Useful Resources

• Try this free tool ‘TLDR this’ as an online text summarizer to condense articles, essays and other long documents.

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