nick usborne's guide to online copywriting
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Three Things You Should Achieve with a Thank You Email
Thank You emails are sent out when a visitor to your site does something that includes providing their email address.
All too often these emails do little to say Thank You, or make the recipient feel welcome. They tend to be dry and functional.
There is a huge wasted opportunity here
Why? Because during the hour or two after someone has made the commitment to complete some task on your site, they are carrying some positive feelings about your company or organization. If they didn’t feel good about you, they wouldn’t have provided their email address.
Here are the three things you should aim to achieve:
1. Make them FEEL welcome, say Thank You
This has to do with tone and voice of the email. Don’t make your thank you email dry, bland and “all business”. Insert a personal voice. After all, they are a new customer or prospect.
If you worked in a store or restaurant, wouldn’t you make some effort to make someone feel welcome when they walked through your door?
Do the same with your email.
You SHOULD feel grateful that they have signed up, registered or made a purchase. So express that gratitude and make the reader feel you are genuinely glad to have them on board.
This is a matter of being sincere in your feelings, and expressing them well in a personal voice.
2. Encourage them to go back to your site right away
Again, understand the frame of mind of your new prospect or customer. If they took an action that resulted in them giving you their email address, it means they are feeling good about your company or organization.
Take advantage of that positive feeling and provide links back to the most popular and best performing pages on your site. Help them discover more areas of the site. Help them find the best that you offer.
3. Reassure them by providing customer service or contact information
When someone takes an action on your site that includes providing their email address, they are giving you their trust.
Reciprocate. Demonstrate that you are trustworthy by providing contact information...help pages, email addresses and phone numbers.
Above all else, a phone number and a personal email address (not info@blablawidgets.com) will reassure them that they really can contact you if they need to.
Concluding thoughts...
Day to day we tend to spend a great deal of time on promotional emails. “Housekeeping” emails don’t get much work or attention. We tend to write them quickly without enough thought to their potential.
This is a mistake.
You can significantly increase the lifetime value of a new customer – or the chances of converting a prospect into a customer - by making the effort to make them feel genuinely welcome.
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