Tips For Gaining Customers Using Email In User Onboarding
When to use e-mail messages in user onboarding and what should they contain in order for the company Facebook to gain new customers or attract them to reuse the application?
In order for an onboarding system to be beneficial to users, there is no need to rely on one’s own intuition and chance. Sending e-mails needs a comprehensive and well-thought-out system. Without it, the company would be annoying to the recipients rather than helpful. We’ve selected the basic types of Email that you can use to greet, surprise, or direct users when using the service. Some can even bring passive users back into the app. It is about:
- welcome messages
- advice and how-to guides
- news with surprise
- reminder messages.
Welcome messages in user onboarding
You can send a simple “Hello” or “Welcome” to a new user, but welcome emails deserve more attention.
Their real job is not just to greet or welcome users, but to involve them in onboarding, to bring them to the next step with CTA (Call to Action), and, last but not least, to provide them with added value.
When creating a welcome e-mail, make sure that the “Call to Action” elements are simple and understandable. Ideally, the company will use only one CTA in the initial report.
Welcome messages can inform users about the benefits of a product or service, encourage them to fill out a profile, or download add-ons for free. However, it is still important to keep in mind that the message that the company sends must be beneficial to the users.
Using one CTA does not seem chaotic to the user, on the contrary – it gives him a clear way to perform the desired action. In addition, this statement is substantiated by the results of A / B testing from Optimizely. The one-button version had a click-through rate of 13.3% higher than the multi-button report.
Tips and how-to guides
It is almost certain that if users come into first contact with the application, in addition to interest, they will also have some ambiguities and a number of questions. It will be ideal if the answers to these questions are provided directly in the accompanying process in the application.
However, it is also possible to use e-mail messages to remove specific tips, tricks, and instructions to remove barriers. Email in the Asana onboarding process is a good example of what messages designed to break down barriers between an application and its new users might look like.
The content of the e-mail informs users about the new guide. Instead of a strict reference to try it out, the e-mail also contains the specific features of the new guide. The e-mail immediately answers any further questions – “What’s in the new guide?” And ” What’s better than the previous one?” “
The purpose of these emails is to remind the user and push them to their goal. This is, for example, teaching him something new when using the service.
In this step of e-mail onboarding, the sequence of steps and the user level of customers must be taken into account. What does it mean? In short – care must be taken not to send instructions that require a certain level of knowledge to complete novices. Conversely, for experienced users, basic advice would not be so beneficial.
The role of user onboarding e-mails with an unexpected gift is to strengthen the relationship between the company and the users of its application, or customers. The most effective way to achieve this is through gifts. Unexpected surprises are of great importance in building loyalty.
For example, when a company extends a trial period for their application by another 14 days. Or the travel agency only gives a 10% discount on the holiday. According to a contribution by Seth Godin, a well-known bestseller author, and successful entrepreneur, a one-way gift creates an imbalance that the other party (users or customers) tries to resolve with renewed kindness. This can (and ideally should) be a purchase.
According to a case study on SparkPage, customers who emailed a small gift later made twice as many purchases. Gifts don’t have to be spectacular at all. You can use the extension of the trial period of the application, a discount coupon to purchase the full version or a free e-book.
Reminder messages for Email
Their job is to do exactly what they have in the name – to remind users based on their previous activity. With this style of e-mail onboarding, message personalization comes into play.
For example, if the user does not log in to the application for 5 days:
The company will send him an automatic e-mail, on the basis of which he will reveal the reason why he stopped using the application, or send him such content, thanks to which he will start using the application again (in this case, it is possible to use, for example, the mentioned gifts).
For example, a Groove autoresponder can send an inactive message to an inactive user over a period of time, which not only reminds them of the service but also asks for their feedback. According to her, they can find out the reason for his inactivity.
Reminder e-mail as part of the onboarding process does not necessarily need to be sent only to inactive users. They can also remind people who are actively using the service.
Groove, for example, uses such tactics. The author will send a message to the active user informing him that he has exceeded the limit of the free version of this service and at the same time offers him the opportunity to purchase a version without restrictions.
Not using automated messages to remind users of the company is a waste of opportunity to reach its customers. Even if they stopped using the service, it is not at all certain that they did so due to its complexity, complex user interface, or price. There can be several reasons – they were not ready for the service at the moment, they just wanted to try it or they simply forgot about it over time.
Reminder messages offer a great opportunity to turn inactive users back into active ones. At the same time, it is not complicated at all – the company already has their e-mail and knows that they have come into contact with the application in the past. Over time, they only need to be reminded. Just like they did in Groove, for example. Based on e-mail onboarding, they found that a large number of users stopped using their service only because they did not have a use for it at the time. They, therefore, developed a new onboarding strategy, in which inactive users were reminded at three levels – 7, 21, and 90 days after the last activity. What was the result?
Email sent after 90 days had a conversion rate of 2%. This value is not very high, but considering that “luring” users back into the application costs almost nothing, it is quite a nice result.
Timing of onboarding messages via Email
When timing via e-mail, timing is a key factor. However, there is no optimal periodicity at which the company achieves the best opening rate.
We recommend doing what they did at Groove – testing and tracking at which time the company achieves the highest e-mail opening rate.
A summary of the steps to engage customers in user onboarding via Email
The user onboarding process via e-mail messages has several levels. As a first step, users need to be welcomed in the service as well as in the entire onboarding process.
In subsequent reports, it is possible to take on the role of a teacher and send users relevant advice and useful guidance based on their previous experience with the service.
As in everyday life, unexpected surprises work wonders in the online environment. The company will thus gain the favor of its new users, who may reward the company with purchases in the future.
Are some users ending the trial period during which they could use the full version of the service for free? They need to be told. It is also possible to talk to inactive users via e-mail messages and get them back to the application
Also read: Mistakes That Kill Your E-Shop (part 2)