When users are looking for a specific app for their specific needs, they tend to try a few apps of that category and decide on the one to use in 3 – 7 days. Hence the initial days are very crucial for the users to get hooked with the app. Let us see about Best Practices for Onboarding emails.
Mobile developers and marketers take all measures to make their first impression a great experience. There is an extremely narrow funnel to grab the attention of the new interest before they churn. In the journey of retaining customers, the onboarding email campaign plays a vital role as a significant tool in user engagement measures.
As soon as a user downloads and signs up for your app, you should quickly let them know about your product/ service and how successful it is. An excellent email onboarding strategy can make a huge difference in attracting new customers and making sales conversion.
In this article, we will highlight why email is significant in onboarding, its key components, and best practices.
Why is Email important in the Onboarding Channel?
Digital marketing has scaled new heights with rich-media push notification and SMS, but we cannot consider email as an outdated marketing channel. Email marketing still holds a prominent place in marketing and conveys the message to the masses.
Open rates of onboarding emails still stand at 57.8%
Here are 2 key points explaining why email is essential while onboarding users:
1. As soon as a user signs up with your app using their email id, they naturally anticipate for a welcome email. You can never fail to impress them by adding all possible engaging elements with your email onboarding message. A right email with the right message can take their interest to a whole new level and start exploring your app further.
2. You can utilize the email as a new channel to send your customer reminders into their inbox and start engaging them.
Mentioned below are the three key components that support marketers in good onboarding emails. Incorporating these elements into your emails can increase the success rates of user onboarding emails and help customers to reach their next goals:
1. A strong value proposition reminds people of their original intentions
As soon as the users receive a welcome email, they should quickly know why they should avail of your service or use your product. Hence, your email should not mainly focus on elaborating on the features, but it should explain the problems and solutions with which you can win over your customers and easily make sales conversion. You can highlight the USP point of your products and can give a glimpse of the benefits of using the products and what they will lose if not using it. You can add the review messages from your current customers for more benefits.
Customize the value proposition on your emails that require a certain user persona or the task-to-be done.
2. Positive affirmation releases chemicals that improve motivation
Customer motivation is unmistakably a center segment for driving clients to value and one basic approach to expand it is by giving positive affirmation. We are designed to search out rewards, it will create a higher anticipation level and helps in being successful and offer the boost of energy to engage or motivate them to take further actions with your app.
Hence, you should never miss congratulating customers when they reach their goals or motivate them to explore further and move on to the next steps to unleash the full value. It would strengthen the user engagement.
3. Behavior-triggered emails are the most relevant and least noisy
Not all the customer journey is same, one user may sign up for your app and leave by getting distracted and engaged again, and others might sign up, explore the app but may not convert instantly. Hence, sending customized Best Practices Onboarding emails with customer-specific progress can mean a lot in terms of re-gaining user attention. It can even be vice-versa if the email doesn’t provide good value or is not relevant.
Incorporating behavior-triggered emails means that every email is the potential to assist users to take further actions on their journey. Hence, do not risk by repeating information that they are already aware of.
Before you intend to send any emails, it’s significant to remind yourself about the goals you identified earlier. Make sure that the emails you are sending contain a simple, clear, and call-to-action message that drives customers to the key action that has not been completed by them yet.
To create customer behavior-based emails you should send your product service information to your email platform or marketing automation.
4. Set a user goal for each email in your flow
Make use of analytics tools to discover what actions lead to successful customer retention rates. With the help of these insights, you can create compelling, clear, CTAs for every email that successfully hooks customers on your app.
5. Reaffirm your core value:
Make sure to reaffirm your brand’s core value and remind customers why they should start using your product/app in the first place. Assure them to deliver on your promises.
Go beyond email to offer a seamless experience to your new customers on the optimal channel. Incorporate all these essential components in your onboarding email and create sophisticated onboarding campaigns that offer focused funnel for active users who read a welcome email that a normal SMS won’t offer. This was all about Best Practices for Onboarding emails.