One of the most important emails you can send when developing software is the first one. Not only is this your first point of contact with a new customer, but it also sets the tone for all future interactions you have with them. And, since we all know how hard copywriting is, you want to make sure that your first email is well thought out and crafted for the best first impression possible.
Pick a Tone
Picking a tone for all correspondence with your customers is an extremely important decision. The one thing you want to make sure is that the tone, voice and personality of your business is consistent across all communication you have with your customers. For example, you don’t want extremely formal emails while all in-application notifications are casual and humorous. With that said, there’s no such thing as a bad tone. You just want to make sure you’re consistent.
Tip: Have one person write all automated correspondence with customers.
Make sure you thank them! They just signed up for your product (even if it’s free) and are helping to build your business. A simple thank you gives your correspondence a touch of personality and presents your company as one that values its customers. It sounds like a simple thing, but you’d be surprised by how many companies fail to show their customers how much they value them. A simple thank you can go a long way towards making your customers feel comfortable with your company and help lower their resistance when going from free to paid.
Example Line: Thank you for signing up for (product name). You’re ready to go!
Try to Help Them
Let them know the goal of your business is to help them! No one wants to sign up for a service and get bombarded with emails to spend money or upgrade to a paid version. Instead, offer them some simple tips for how they can utilize your product to maximize their benefit.
One key aspect of trying to help them is to carefully watch the language you use. For example, construct sentences that put them first and don’t use the words I, we or us. Instead, use “you” and relate everything back to them. What would you rather read, a sales pitch on the different features of a service or a short, friendly guide on how these features can be used to directly benefit you?
Example Line: Before you get started, here are some quick tips to help you get the most value from (product name)
Get in An Upsell Opportunity
Just because I said not to pitch them doesn’t mean you shouldn’t include an upsell opportunity. This is your first correspondence with a new customer. They might not even know there are multiple subscription plans or levels and what benefits those plans entail. You shouldn’t be overbearing about it, but it never hurts to drop a short line about the depth of your product or service.
Example Line: We know you’re going to love our product. Most people do! So, to save you time In the future, we just want to let you know that you can always upgrade to our Pro edition by visiting your accounts settings page.
Excellent Customer Support
Customer support is the backbone of any successful business. Before you leave them to start playing around with your product, make your new customer aware of the fact that you are always there to help them. They are such a valuable customer that you help those that support your business.
Example Line: Please know that you can always email us at (email address) if you ever have any questions, concerns or feedback. We are always here to help!
Thank Them Again
I know you already did it once, but thank them again!
Example Line: Again, thank you for signing up for (company name). We value your business and hope our service helps you achieve (value propositions).
Alright, now that we’ve gone through the different components, let’s tie it all together. Here is an example of one full intro email I might send to a new customer that just signed up for my “Reporting Tool XYZ”. Obviously this is a made up product, so ignore the details and use it as a template that can be tailored for your own needs.
Thank you for signing up for Reporting Tool XYZ You’re all set to go!
Before you get started, here are some quick tips to help you get started
Check your dashboard often to see the status of your campaigns and find out where you stand in real time.
Organize your workflow using the task list to prioritize what areas you should spend your time working on.
Need help? You can always visit our community page to interact with other business intelligence professionals and find solutions to all your problems.
Again, thank you for signing up and we hope our Reporting Tool XYZ helps you refine your internal processes and find areas for improvement. Always feel free to email us at firstname.lastname@example.org if you ever have any questions, concerns or feedback. We always love hearing from our valued customers!
The Reporting Tool XYZ Team
Well, there you have it. Hopefully I’ve been able to convince you how important email copy can be and provided some tips to help you craft your own. Either way, your first draft probably won’t be your final one. Constant testing will help you optimize your customer interactions and will need to constantly be changed as your product develops and grows to include new features.