Residential Telecom Onboarding/Welcome Emails - Best Practices and Examples
In searching for examples of welcome and onboarding emails from US telecom services, we were only able to one example of a complete customer onboarding process and two other examples of "Welcome" emails. We summarize our findings below and discuss our strategy in trying to find this answer.
- Xfinity: The goals of Xfinity's onboarding strategy was to improve customer experience, decrease onboarding call-in rate, make everything digital, and decrease churn. 5 minutes after an order for service is placed, an email is sent to drive username creation and to deliver other information such as legal info and channel lineup.
- Sprint: Sprint sent welcome emails to customers where the top part had personalized information for each customer, such as the details of a lease and the Sprint store where the plan was bought.
- AT&T: They sent graphics-heavy emails to new U-verse customers as part of their onboarding campaign.
- With Cox's "Welcome" email during the Early Life Program, their communications were deeply personal, which resulted in a 39% open rate and 12% click-through rate, which is 70% and 60% better than industry standards.
- Cox won Bronze at the DMA Award International ECHO Awards in 2016 for their Early Life campaign.
- For their onboarding strategy, AT&T was a runner-up at the DMA US awards in 2018.
Our first strategy in finding this information was to search for all instances of pre-compiled information about onboarding styles used by telecoms. We searched through company blogs and other websites such as Forbes and Inc. With this strategy, we were able to find the complete onboarding process for Xfinity and "Welcome" emails from Spring and AT&T. However, this search did not bring up any more instances or examples. We believe that this happened because very few telecoms companies speak of their marketing processes, and third parties don't speak about them much based on the fact we were only able to find two articles that just mentioned the "Welcome" email for these companies. Also, telecoms are constantly rated lowly by the public. Because of this, we changed strategies.
For our next strategy, we decided to look at telecom ads and marketing material in marketing databases such as Really Good Emails and Moat. We did this because customer onboarding is a form of marketing. After searching for material from telecoms, the only one we were able to find was a digital ad by Verizon about the Google Pixel 2, which interestingly, followed the same design language as Verizon's on onboarding emails. We think we were unsuccessful here for the same reason as above, that telecoms speak very little on their email marketing processes, or they don't advertise through email like the few that do. To prove that hypothesis, we looked up Xfinity emails in these databases and were able to find an example, even while struggling to find examples for the other telecoms. Because of this, we changed strategy again.
Case studies are one of the best ways in which industries and academia explain how they successfully turned theory into practice, and we believed that searching through marketing case study databases and in other sources would be a great way to find the information we needed. When we searched through databases such as WARC, we found an article related to Cox, one of the largest telecoms companies in the country. Because it was locked behind a paywall, we had to look for it elsewhere, which we eventually did. It provided great detail on Cox's program which included stats on how customers interacted with the welcome email, but in terms of finding the exact email, we were unsuccessful. We tried to find more details about this Cox program, but the only welcoming material we were able to find was a guide. This information may be available on awards sites such as The DMA, which has deeper articles for a cost on onboarding campaigns by AT&T and Cox.