Residential Telecom Onboarding/Welcome Emails
Best practices in welcome emails or onboarding emails include saying thank you, keeping the promise, adding a whitelisting instruction, setting expectations, and personalizing it. Emails from Verizon and Netflix are some of the publicly available examples of welcome emails.
Welcome emails/onboarding emails best practices
1. Say thank you
- According to Optin Monster, the first best practice in welcome emails/onboarding emails is "saying thank you". It is a way of showing the new subscribers that they are appreciated and that the company is glad to welcome them aboard.
- Emarsys reiterates the need for adding a "thank you" on welcome emails. Saying thank you is the first way of establishing a good impression and it is a good way of showing gratitude to the new subscribers.
2. Keep the promise
- More often, companies mention or offer incentives to attract new subscribers. According to Optin Monster, one of the best practices in welcome emails is making sure that the promised incentives are kept. Keeping the promises ensures that the service provider is keeping the trust given by the new subscribers and failing to do so will more likely frustrate them.
- Mail Munch also listed keeping the promise as one of the best practices in welcome emails. Ensure that the welcome emails contain the coupon, download link or discount code of the promised incentive.
3. Add whitelisting instruction
- After saying thank you and delivering the promise, the next best practice is to add whitelisting instructions in the emails. Adding whitelisting instructions on personal emails ensure that the new subscribers will receive the email and not go directly to spam.
4. Set expectations
- According to Campaign Monitor, it is important to set the expectation of the new subscribers on what the future holds. Ensure that the welcome email contains a fair overview of what is next on the horizon for them.
5. Personalize it
- One of the best practices ensuring that the new subscribers would feel really special is to make their welcome emails personal. Do not just send generic emails. Ensure that the welcome email is tailored to fit the individual subscriber's personality.
Examples of welcome emails
Examples of welcome emails from residential telecom service companies include welcome emails from Verizon and Netflix.
1. Verizon welcome email
- Verizon’s welcome emails consist of 4 emails as published by the copywriter, Christopher Dalton. An analysis of the emails shows how Verizon’s welcome emails adhere to the best practices mentioned above.
- The first thing that is noticeable from the Verizon welcome email is how the company give thanks to its new customers for subscribing. It is done by simply saying thank you and wishing the new customer enjoyment on its new device and account.
- The Verizon email also keeps to its purported promise to its customers by providing a link to their Total Protection and My Verizon apps. These apps allow the new customer to enjoy a bevy of freebies and value-added services as promised by Verizon.
- At the bottom of each welcome email, Verizon also provides whitelisting option to their new subscribers. The emails include gentle reminders to new subscribers on how to opt-out of promotional emails and/or how to manage their subscription emails.
- Verizon’s welcome emails also set the expectation of their new subscriber by providing information on how their Total Protection and My Verizon apps work including the freebies that the client might enjoy. Also, included are gentle reminders on how Verizon will send their promotional emails in the future to their new subscriber.
- A quick check on the welcome email from Verizon will show how the company personalized its email to cater to their new subscriber. The email started with personally addressing the customer by its first name, establishing a seemingly personal approach. The top part of the emails also shows the customer’s account details that are specifically personal to the client.
2. Netflix welcome email
- The first noticeable thing from the Netflix’ welcome email is how the company give thanks to its new customer for subscribing. Typed in big bold font, the "thank you" message from Netflix is a nice way of starting their welcome email.
- This sample Netflix welcome email is directed for a trial subscription. To keep its promise, Netflix provided a direct link to their website in which the new customer can enjoy their free trial subscription.
- At the bottom of each welcome email, Netflix also provided whitelisting option to their new trial subscriber. The emails included gentle reminders to new subscribers on how to opt-out of promotional emails and/or how to manage their subscription emails and their entire subscription.
- Netflix' welcome emails also set the expectation of their new trial subscribers by providing information on what their trial subscription entails. Also, included are gentle reminders on how Netflix will charge the customer at the end of the trial period and of how the customer could opt-out of their subscription.
- A quick check on the welcome email from Netflix will show how the company personalized the email to cater to their new subscriber. The email started with personally addressing the customer by its first name, establishing a seemingly personal approach. The top part of the email also shows the customer’s account details that are specifically personal to the client including their account name, email, and subscription details among others.
Initially, we searched for best practices on welcome and onboarding emails of residential telecom service providers from their companies websites. Unfortunately, the websites of these companies does not provide details of their best practices. Our second strategy was to search for articles and blog posts from relevant websites. There are lots of best practices posts and articles but unfortunately, the best practices are geared across industries and not specifically for telecom industry or other related industries. As the initial strategies and criteria were too condensed and restricted on the telecom industries and results are found unavailable, our next strategy was to broaden the research and use across industry best practices as these are the most available data. To compile the list of best practices, we read through the lists from Word Stream, Campaign Monitor, Keap, Emarsys, Mail Munch and Optin Monster. From these lists, we chose the best practices that are mentioned not just from a single source but from multiple sources.
For the examples of welcome emails, we searched through the residential telecom services company websites but they do not provide these samples and possibly keep these documents as confidential as possible. Additional searches from blogs, posts, images from Pinterest, Really Good Emails, Moosend, Chamaileon, and Optin Monster produced examples of welcome emails from Verizon and Netflix. These examples were checked and the analysis is provided above.