Have you ever signed up for a free software trial and them immediately cancelled after getting the first welcome email?
You probably have at least once.
Or maybe the welcome email was so bad that you didn’t bother opening any more emails from that company. I know I’ve done that many times.
Poorly written welcome emails can be a HUGE Problem for SaaS companies. If people stop reading your emails you are effectively losing customers.
Writing a fantastic welcome email is the key to getting people engaged with your business from the first time your messages hit their inbox.
In this article I will show you exactly how to write the perfect welcome email for your SaaS. This process is actually pretty easy when you know the right steps to follow.
1. Write a Clear, Yet Enticing Subject Line
That first email will set the tone of the rest of your virtual relationship, so you want to make sure they read it through creating compelling copy for the subject line.
You don’t want to clutter up your headline with too much information. But you don’t want to leave it too boring and to the point either.
You want to entice people to open your first email.
Here are a few intriguing welcome email subject lines you can try:
- Congratulations on joining [company name]!
- Welcome to [company name]! The first step:
- Welcome to [company name]! Here’s where to start…
You get bonus point if you A/B test a few different subject lines to see what gets the most opens. I always feel like I know what the best headline will be… until I do an A/B split test!
Subject line tests consistently gives me results I don’t expect, and that’s a good thing.
Your company name should always be in the subject line so that people know who the email is from. However, by making your subject line just a little bit different from all the other welcome emails they receive, you are going to stand out in their inbox.
2. One to Three Clear CTAs Throughout the Email
Before you even start writing out your email’s content, you need to plan out your calls to action (CTAs).
Imagine that you’re a genie with the power to magically get your readers to do anything you want.
That’s the mindset you should have when you are planning out your CTAs in your welcome emails. Your goal is to push your readers to take some sort of high leverage action.
Many emails lose readers after the first few lines. You can avoid this by getting your readers excited to DO something instead of boring them with the history of your business.
Remember: your emails are about your readers, NOT you and your company.
Try to limit the amount of CTAs in your welcome email to 1-3. The less calls to action you have in your opening email, the more likely it is that your readers will click on one of them.
When deciding what CTAs are most important for your SaaS business, consider what will make this new user turn into a loyal customer.
Here are couple different powerful CTAs you can use to create the perfect welcome email for your SaaS. In order to encourage your readers to click on your links, you want to emphasize how easy and painless all of these calls to action will be.
1. The “Pain/solution” CTA
Example: “You’re one step closer to never having to (insert customer’s pain) write a paper invoice ever again. XYZ Company will get your business (insert your solution) automated paperless invoices in just a few easy steps! Set up your account here: (link)”
With this CTA you want to tell them how close they are to solving their main pain point, and remind them of your solution. Depending on how committed your readers were when they first signed up, this email could give them the push they need to start using your software.
2. The “Get Started” CTA
Example: “The XYZ team has put together a quick start guide for you. In less than 5 minutes you will become a pro with our software. You can watch the quick start video here: (link)”
Some softwares can be a little difficult to get started with. If you find that your new users are a little lost when they try your software for the first time, then you should push them towards a getting started guide.
3. The “Get Help” CTA
Example: “Want some help getting started with XYZ Company? The XYZ team is here to help! To set up your free consultation click this link so we can help you get set-up: (link)”
Some SaaS companies offer a consultation to new users to help get their accounts set up. Unfortunately, some new users forget about this offering and end up confused when they try to do it themselves.
Pushing a new user to schedule a consultation is a good way to make sure they get started right with your SaaS.
4. The “Main Benefit” CTA
Example: “You’re one step closer to (benefit example) launching your online store. Click this link to go to your dashboard and get set up: (link)”
This is just giving people that little extra push to start using your software. It seems like an obvious CTA, but many SaaS companies just tell their new users “get your account set up here”, which isn’t compelling to new users, as it doesn’t remind them of the benefits your SaaS provides.
If you don’t put any effort into getting people started on your SaaS your level of churn is going to be higher than it would be otherwise.
5. The “Best of” CTA
Example: “Here is a (blog post/article/case study/video/swipe file/tool/etc) that I think will really help you out. It will help you specifically with (Main Benefit). I just want to make sure you get to use the full power of (SaaS name).”
If you have a particularly awesome piece of content that you like to direct new users to, then this is your chance to show them the goods. This email and content combo will prime your readers for future useful information from you and build goodwill.
To recap, don’t make the common mistake of overloading your welcome email with links that turn off new members of your email list. If you can include only one main CTA in your welcome email that is ideal, but you can put up to three and still get great engagement.
Your CTAs should be written before the other content in your email, as the goal of the rest of the content is to guide readers to your call to action.
One final note: remember to keep your CTAs simple, benefit driven, and helpful.
3. Keep The Email Layout Simple and Clean
One of the many sins of email marketing is to overload your email with images, fancy colors, different fonts, etc.
Resist that temptation. If you want people to actually read your emails, keep your email layout simple and clean.
With that being said, make sure your email’s design is set up so that readers will immediately recognize your company’s branding.
Keep the textual content of your email simple and easy to read. Your CTAs form the base of the email, so you should make the rest of your email’s content flow around your CTAs.
As a general rule of thumb, you should keep your welcome emails short and to the point.
Here are 3 different examples of well written, clean looking emails.
Tictail has a single CTA, a simple color scheme, and their logo shows up clearly at the top of their email.
This is a great example of how to work branding into an email without making it look messy. This email also has a clear “Main Benefit” CTA to get Tictail’s new users to use their software.
Even though Shopify uses a few images here, they don’t subtract from the overall look of the email. If you have a few images that you just need to put in your welcome email then this is a great example of how to do that.
Buffer has a great example of a simple text based email with a single CTA. When you read this email it’s clear who it’s from, and it’s not too text heavy so it won’t scare off readers.
Ready to Crush Some Welcome Emails?
Welcome emails can be tricky to do well. Some SaaS companies cram them so full of information that their potential customers immediately run away.
Successful SaaS companies welcome their new users simply and directly. They keep their new customers engaged by sending out a well written, clean looking email that provides useful information.
If you follow these 3 tips when writing your welcome emails, we promise that you are going to have much better engagement from them.
If you want some more examples of great SaaS welcome emails I’ve put together my top 6 SaaS welcome emails for you to take a look at.
You can download this exclusive here.