Congratulations! Your call-to-action was heeded.
Someone joined your email list, became a member of your club, or purchased one of your products.
Don’t let it end there. Send them a welcome email.
You’ve surely received these in the past — a mix of a thank you note, a pep talk, and an orientation. Something like this:
Thank you for becoming a member of the Super Fabulous Club! We look forward to you being part of our community for years to come.
You’ve made a wise decision and taken an important first step on the road to health, wealth, curing cancer and solving world hunger.
Soon, you’ll receive an email with temporary login details to access your membership area. You’ll need to create your own user ID and password. Make sure this email is not accidentally sent to a spam folder. In fact, we suggest you whitelist this email address.
If for some reason you don’t get the access email within 24 hours, contact our member care team, toll-free, at 1-800-555-5555.
Over the next few days, you’ll hear more from us on how to get the most out of your membership, and our members-only forum.
If there’s any way we can help, just give us a holler!
To your success,
The Super Fabulous Club Team
You get the idea!
A welcome email rarely needs to be updated, if ever.
Boilerplate? Yes...but they reassure the person who just pulled out their wallet and took a leap of faith with you...and reduce buyer’s remorse. You haven’t just taken their money and vanished.
Priming them for the autoresponder emails to follow “over the next few days” increases the likelihood the customer interacts with us and that our product/service will not go unused.
Besides preventing returns and cancellations, we might gain additional benefits like positive reviews or testimonials, and upsells down the line, increasing the customer’s lifetime value to us.
The Welcome Email is the first link in this very profitable chain. The sample above is not a bad start, but it doesn’t hurt to have one customized to your needs — get it done once and reap the rewards for years to come.