Ensuring customer loyalty and reaching new potential clients are two high priority objectives of all digital marketing strategies. They are not easy goals to achieve, but there are specific actions that you can take to acquire new customers and keep your existing clients happy.
So how can you do it? Communicate with consumers directly and inform them about your products or services while providing value. You can consolidate their trust in a mutually beneficial way– customer onboarding.
When a customer buys a product or service, the merchant does not want them to regret the investment. After all, a satisfied customer is more likely to buy another product from the same business. And this is where onboarding comes in. It’s a method for guiding the customers towards the correct usage of the products or services they have purchased.
If you want to improve interactions between your business and customers, implementing an onboarding strategy is a good option. By doing so, it will be easier to communicate with them and to create value. In essence, onboarding is a part of a larger strategy concerning the relationship with a new client.
But what does it have to do with digital marketing?
Considering that marketing is mainly based on digital tools, channels, and strategies, it is essential to invest in practical, efficient, and successful communication channels, such as email marketing. That’s why most of your onboarding strategy should be applied through personalized and targeted emails that are sent to new users.
Knowing the user is essential in all areas of an organization but, when we are talking about client onboarding, it becomes mandatory.
Each user can have a different problem that needed to be solved or different expectations of a product or service provider, so your onboarding emails should acknowledge this. Can you imagine a hairdresser doing the same haircut for all of their customers?
No? (If your answer is yes, send me the address of that hairdresser because that cut must be phenomenal!)
If a customer has bought your product or service, it’s up to you to deliver great results to them and to do so as soon as possible. Therefore, do your best to help them make the most of your product or service as quickly as you can. Show them that it is worth the time and money invested.
Now that you’ve instructed your client how to use your product or service, they know about all the benefits the product can bring them. In a short time, your clients achieved their first success thanks to your product.
But did you teach them how to achieve this result, or did you bring the result to them?
Don’t let your clients depend on the onboarding team. They must have autonomy and enough knowledge to be able to work with the product on their own. Your role is to help them succeed with the product on their journey.
Your onboarding team is a part of the puzzle that must ensure all of the elements are successful.
Everything must be planned and organized well, with professionals at your side to take on the client’s problems.
Your first onboarding email should be sent a few minutes after your client registers or buys a product/service. Why a few minutes after? Because sending an automated email right away seems too artificial. It may be obvious that you are sending automated emails, but try to come across as personal as you can.
Your onboarding email should be between 60 and 130 words. Keep the welcome message as short and simple as possible. You don’t want to overwhelm them right away.
What’s more, every time you onboard a new customer, ask for feedback so that you can continually improve your process.
Content should be short, scannable, and presented in small chunks. Recipients spend seconds skimming over emails, only picking up on general keywords and topics. If they spot something relevant, they will slow down and read your message more carefully. Start by writing your email, then remove half of the words and review them to remove some more. After that, you’ll be getting close to having only the key information left.
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