Uncertainty is especially counterproductive at this early stage. Clarity about your identity and intentions will remove extra mental work to determine whether you’re trustworthy. This includes everything from reiterating your mission in the message copy to what email address and from name you choose.

New users and subscribers won’t really know your name. A special personal welcome email from the CEO, for example, is ineffective if I mark it as spam because I don’t recognize the name of the sender. Give as much context as you can at this first point of contact and use your company name along with a welcoming email address, like so:

  • Colin from Customer.io (colin@customer.io)
  • The Customer.io team (pleasereply@customer.io)
  • Customer.io (win@customer.io)

As for your copywriting, be direct and helpful — or as the saying goes: “Write to express, not to impress.” Trying too hard to be clever or being overly promotional in your welcome email will confuse or turn off your reader. Nothing lowers the all-important trust factor than the feeling that the only reason someone’s talking to you is to make a buck.

Set the stage for what’s going to come next. For a welcome to a recurring newsletter, you might describe the kinds of articles and frequency to expect. For product or service welcomes, guide new users towards next steps and explain why that will bring them closer to their goals.

This welcome email from Viki that does a nice job of securing their identity and intentions for new users.

Read more about how to make a good first impression with your welcome emails

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