Welcome email + flow

Welcome emails are an important part of the customer journey because they set the tone for the relationship between company and customer. When a customer signs up for your service, a welcome email can introduce your brand, highlight your values and explain how they will get the most out of their new membership.

A guide to getting started, exclusive offers like a discount code or an invitation to explore popular products are effective ways to engage the recipient. If the customer feels welcomed, the chances of them becoming a loyal user increase.

This can also be combined with an email flow where the customer receives a number of emails after the welcome email with various themes that are relevant to your service. The flow can also be based on the customer's activity that triggers various emails.

Events

Emails are a great way to keep participants informed about events. Once a user has signed up, a confirmation with event details such as date, time and location can help set clear expectations. Subsequently, a reminder with a countdown to the event day can build excitement. If it's an online event, an email with the link to the event can be sent five minutes before the start to make it as easy as possible for people to participate. After the event, a thank you email with links to recordings or presentations can further strengthen the relationship.

Training via emails

Emails can be used as educational tools. By sending guides, tips and resources, you can help your customers get the most out of your product or service. For example, a software company can send step-by-step instructions to new users to help them get started. This reduces any frustration and increases the chances of the customer continuing to use your platform.

For people who have cemented themselves as experts in their respective fields, emails are also a great medium to share a few nuggets on an ongoing basis combined with a CTA at the bottom of the email, e.g. for a course, product or webinar being offered.

Safety and security

Emails can play a crucial role in security and data protection by acting as a direct communication channel between the company and the customer, especially when it comes to informing about potential risks or incidents. Imagine a situation where a customer logs into their account from an unknown device or location. A security email can be used to immediately alert the customer and give them the opportunity to respond if it wasn't them trying to log in.

For example, such an email could explain which device and location the login attempt came from and encourage the customer to change their password if something seems suspicious. In this way, the email acts as both a protective measure and a means of building trust by showing that the company takes security seriously and proactively acts to protect customer data.

Identity and authentication

When it comes to identity and authentication, emails are a key component, especially when it comes to two-factor authentication (2FA). For example, when a customer tries to log into their account, they may receive an email with a one-time code to use to complete the login process. This adds an extra layer of security and ensures that only the right person has access to the account. The email can contain a code that is valid for a limited time, while also informing the customer how to act quickly if they don't recognize the login attempt.

It gives the customer a sense of control and security and demonstrates that the company goes the extra mile to protect their account.

Legal notices

Legal notices through email are another important form of communication that ensures transparency around company policies and terms. When a company updates its terms and privacy policy, an email can be used to inform customers of the changes in a clear and understandable way.

The email can explain what changes have been made and how they affect the customer, while providing links to the full documents so the customer can easily access the updated terms. Additionally, the email can encourage the customer to get in touch if they have any questions or concerns. In this way, the company not only shows that it complies with legal requirements, but also that it takes pride in communicating openly and transparently with its customers.

Feedback collection

Collecting feedback through emails is an effective way to learn more about your customers' experience. Shortly after a customer has made a purchase or used a service, an email with a link to a quick survey can provide valuable insights. This can help identify what is working well and where there is room for improvement. At the same time, it shows customers that their opinion matters.

Loyalty programs

Loyalty programs can be strengthened through targeted emails. By updating customers about their earned points, upcoming rewards or exclusive member benefits, you can create a sense of value. For example, an email can inform a customer that they are only a few points short of reaching the next level of the program. This motivates them to invest further to get the extra benefits.

Offers and promotions

Emails with offers and promotions are ideal for creating awareness and driving sales. If your business is launching a special sale, a well-crafted email can inform customers about discounts or exclusive offers. For example, a fashion store could send an email about a winter sale with a link to their best jackets and boots. These campaigns drive engagement and can be customized to different customer segments to maximize relevance and interest.