How to create an onboarding email sequence
That might sound nice, but how do you actually build a winning welcome email series? What are the keys to success? You’ll find all of that in the simple steps listed below.
Identify your goals
It’s an intuitive starting point. What are you hoping to achieve with your onboarding email sequence? Are you trying to drive sales? Boost conversions? Get more favorable feedback? Generate positive surveys?
There are a lot of possible answers, and you should have more than one baked into your onboarding campaign. Once you identify your goals (and rank them), you can design the email sequence around those objectives.
Segment your audience
This is a way to enhance your marketing (which your onboarding chain supports). When you segment your audience, you break your contacts into smaller groups, enabling you to be more specific in how you engage with them and what you offer.
The onboarding emails include opportunities for client feedback. You can use that feedback to collect customer data for your segmentation process.
Write captivating content
It should go without saying, but people will only appreciate your emails and engage with them if they like the content. This can feel tricky, but there’s a simple rule to follow. If you were a customer, what would you want to see in an email?
If you always keep that question in mind, you can write content that appeals to your customers. Plus, captivating content drives engagement—which drives everything else.
Use a professional design
If you’re not a professional designer, that’s ok. You can still take advantage of professional designs in your email chain.
The easiest way is to use onboarding email examples and templates. There are countless onboarding email templates already available. They can help you with aesthetics and the layout of your email. When you have a strong layout (utilizing a clear subject line, main body content, and more), you can make your content even more captivating.
You can also look at sample onboarding emails to get a clear idea of how your email should look. Doing so can even inspire your content.
Include a CTA
Have you ever watched the commercials during the Super Bowl? Can you remember some of your favorites?
Thinking back on it, can you remember the commercial but not what it was trying to sell?
Those commercials broke a cardinal rule. In any marketing attempt, you want to remember the call to action. It’s great for your emails to have engaging content that the customer likes, but in the end, you should recommend a course of action. That’s the CTA, and it’s the last thing a client will see when they're done reading the email.
Someone might be casually skimming through your email. The CTA is a small but firm reinforcement that can get through to such a reader and encourage them to buy the product, enlist your services, or engage with your efforts.
Automate your process
Lastly, you want to be efficient. For that, you can automate the process. You can use automation tools, design your own APIs, or even hire software designers for this. However you go about it, when you utilize automated onboarding emails, you save on labor and maximize the value generated by onboarding communication.
Among marketing automation examples, this is a simple one to remember. You have a website where people can buy your products. Someone selects a few things they want to order and then gets distracted. After a while, you send an email letting them know that they have items in the online cart.
That simple reminder should be automated, and while it won’t convert every sale, it will genuinely remind some of your customers that they forgot to finish a purchase.
Use onboarding emails in your next campaign
Learning the steps of creating effective onboarding emails can offer your business a lot of benefits. You can use them effectively in your next campaign, and Mailchimp can help. You'll find countless tools for email marketing, automation, planning, execution, customer success, and more. Take full advantage of Mailchimp today to enhance your new employee and customer onboarding process.