Email Persuasion: A Guide to Onboarding Campaigns | Sophia Le | Skillshare

Email Persuasion: A Guide to Onboarding Campaigns

Sophia Le, Email Persuasion Engineer

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8 Lessons (17m)
    • 1. Introduction

    • 2. Your Project

    • 3. What Is Onboarding?

    • 4. WIIFM - or What's in it for Me?

    • 5. The Welcome Email

    • 6. The "What You Need to Be Successful" Email

    • 7. The Call-to-Action Email

    • 8. Conclusion & Next Steps


About This Class

Looking to turn passive visitors into loyal customers?

Learn the science of persuasion and create a great experience through an email onboarding campaign.

Email onboarding campaigns are designed exclusively to acquaint new customers with your product or service offering.

While it's easy to point out an onboarding email in your inbox, it's hard to differentiate over the words that help convert your customers - and what's driving them away.

In this class, you'll discover:

  • What onboarding is and how it relates to your product or service.

  • A simple acronym that helps you understand how your prospect will benefit from your offer. 

  • The three categories of emails that make up an onboarding campaign (with examples of what language will move your customers.)

After taking this class, you will have the skills to write at least one email for the onboarding of your product or service. 


1. Introduction: Have you ever met somebody for the first time and then been inundated with messages afterwards? If any of this rings a bell, I'm not talking about your last bad date. I'm talking about email. People Look, I get it. You have lots of great leads coming into your website, thanks to your free or discounted offer, and you read somewhere that if you use email to nurture them, you'll eventually get paying customers. And there's nothing wrong with that sentiment. But here's the deal. The words you say, the frequency you send them and the intention behind what you send is really what matters here. My name is Sophie away. I'm a digital persuasion engineer, and I spent years studying theory behind the right words and putting them into practice at organizations all around the nation. I'm here to teach you exactly what to do, how to do it and show you great examples of on boarding emails. So if you're ready to turn your passive visitors into paying customers and write great email, hop on board with me in this course and let's get started 2. Your Project: while you might have a goal to send 15 emails in an on boarding sequence, that's not the goal. This class. The goal of this class is to look at the framework in which you send email. Look at some examples that I offer and then write one email for your product or service. The point is that you can write 15 mediocre emails, but they will have less impact than one really great email. Plus, if you uploaded in the Project gallery, I can even give you one on one feedback on what's working and what needs to be improved on . I don't give that offer to just anybody. So, using the project gallery, use the Project title section as a way to put your email subject line and then in the project workspace right? The type of email you're sending the context of the product or service you're trying to sell, as well as your purpose or intention behind it, and then actually write the email in the body of the text. So watch some videos and let's get started writing some great emails 3. What Is Onboarding?: In my last video, you might have heard me mention the term on boarding, and that's the time I'm going to use throughout the course to mention these types e e mails . But what exactly is on boarding? And how does it fit into your email on boarding? Is the process of getting a person really clear about the rules and responsibilities it's kind of similar to when you start a new job when you're just learning the ropes of what your role at the company is, So a lot of software companies will have on boarding specialists or customer support. People who helped trial users move through the process of using a product because there's only an average of 2% conversion. When it comes to turning trial users into paying customers, you realize that this process is incredibly crucial and how email can make or break this conversion. In the absence of on boarding specialists, marketing teams will write emails, and they don't often think about exactly what is prompting this customer to sign up for the trial in the first place and what it takes to actually continue. So you can see why these types e e mails are absolutely important in making sure that you turn your passive visitors into paying customers. And in the next video, I'm going to teach you exactly what framework I use in order to determine that. 4. WIIFM - or What's in it for Me?: So now that we're clear on what on boarding is how do we write Great on boarding emails. If you remember anything from this course at all, remember this one acronym W. I I s m otherwise known as What's in it for me. Let me take a step back for you. Your customers need you to solve their problems. They have self limiting beliefs about what they can achieve and dreams about what they could attain. And if you can figure out exactly how your product or service fits into that, it will be easy to write great emails. Let's do an example. If I was selling proposal software to freelancers, I might highlight the pain and annoyance of sending a contract without a template and having to start from scratch every time and how my product helps you send proposals in an hour or less. Pretty cool, right? Or, if I was selling a gym membership, I might not highlight the fact that it costs $50 a month, but I would highlight better productivity, better wellness and decrease blood pressure. So what exactly can your product or service do and help people improve their lives? If you can figure that out, it will be easy to write great emails 5. The Welcome Email: Now that, you know, on boarding is and what exactly you need to persuade in your emails. Here comes the fun part writing them and I'm going to share with you three types of emails that I see most commonly in an on boarding sequence. The 1st 1 in this video is one that we're all familiar with. The welcome email, its intention. Create a great first impression. Now think about it This way. Your prospect is inviting you to their inbox for the first time. So how are you going to act? Are you going to act overly friendly? Are you going to act cold? Your goal is to be pleasant and offer assistance, but not too chummy. The best welcome emails for me incorporate four elements. They use my name. They validate my concerns or desires the offer assistance, and they have a clear call to action. So because you get so abstract, I'm going to use an email that I received from a bar studio. Well, so my software peers might be like, Why is this email so great? It demonstrates all of my four points exceptionally clearly, so let's walk through each of them one by one using my name. People love the sound of their names, and they especially love it even more when they see their name in print. It build for poor really easily than just saying hello or hi. It validates my concerns or desires. Make sure that you've actually done your research to figure out what exactly, is keeping your customer from taking the plunge. In this case, I was going to bar class for the first time. If you have been in any exercise class, it's confusing. What poses do I do? What do I wear? Do I look stupid in front of all these other people? This email validates it and says it's okay to be confused because it takes a few times to get it right. So don't worry and keep coming back. Which leads to point number three. It offers assistance to me. The email makes it clear that there are people before and after class to help me with any questions that I might have so feel free to ask them. It's always nice to offer a helping hand, even to a stranger, so make sure to convey that principle in your first welcome email and Lastly, a clear call to action. What do you want this email to do? Do you want them to poke around your site? Do you want them to log into your products? Do you want them to order something? In this case, it's in the studios interest to have me come back as a regular customer. And so they give me a little bit of offer, a new quiet special for a discounted price, and in that case maybe I will come back. There. You see the four elements of a great welcome email using your name, validating concerns or desires, offer of assistance and a clear call to action. If you can get all of these things in your first welcome email, you'll make a great first impression. 6. The "What You Need to Be Successful" Email: Now that you've written a great welcome email, it's time to think about the other emails you might want to send in your on boarding email sequence. This is the type of email I call the what you need to be successful. You might have seen these emails with feature pushes, encouraging conversations pretty much anything that kind of educates the prospect on what to use the product or service for. So, for example, if I was starting a software product and I wanted to send a what you need to be successful email, I might tell them about the features that I have in my product, that they might like to use things like an integration with slack or QuickBooks online, or the fact that that notifications need to be enabled for you to get the best out of the product. But it goes beyond just telling people what the features of your products are. You have to figure out exactly what's keeping them from buying your product and walk through their objections one by one. Think of it like putting bread crumbs down a well lit path. You want your prospect to talk themselves into why your product is so great for their lives . And don't do it in a way that you're telling them explicitly that it's about refuting all the objections a customer might have in paying for your product. It could be things like It's too expensive. It's too complicated to set up. I don't know how this will fit in with my other tools. If you can figure out exactly all the objections a customer might have and show them what life could be if they bought your product or service the no make writing these what you need to be successful. E mails a snap. Let me give you an example. Raw meat said. He runs. I will teach you to be rich. And he also happens to sell a course called Zero to launch its Met for aspiring online entrepreneurs because there's a lot of them out there and he wants to help make your business a success. But as you know, being a business owner is pretty taxing. I know that considering I'm one myself. Silver meat goes through each objection that someone might have and refutes them one by one in each email their subject lines like I don't have an idea for a business. But how do I start one or self sabotage? What's that all about? And then he also counterbalances that with the dream, the idea that you could wake up to $15,000 in your bank account in one day, or the fact that you can travel the balling for three months and still make money and have fun. Now you see that if you counter balance the objections and concerns of your prospect and show them exactly how life could be if they were to take your advice, then you're starting to build trust with the prospect, and then they feel understood, if not compelled to buy. 7. The Call-to-Action Email: So by now we have the welcome e mails and the what you need to be successful emails. Now we've come to the last type of email that you see in an on boarding sequence. The call to action email. Now I've been harping on the fact that it takes a lot to get a passive visitor to a loyal customer. Chances are it doesn't happen overnight. Conventional wisdom says it takes 21 days to develop a great habit, and it's the same thing with your product or service. To get a passive visitor to a loyal customer, there's a Siris of steps they have to take, often multiple ones to be readily convinced this is the right product for them. However, there's a catch. Just because you have 12 steps in your on boarding sequence doesn't mean that you send them one email with 12 call to actions you to send them one email with one call to action, maybe a series of 12 with different call to actions, But nevertheless, you don't want to overwhelm your customers with one email with multiple calls to action. Think about it this way. People are busy if you don't make it easy for them to take action with your product. They most likely won't do it now. When it comes toe on boarding, some people get a different mindset. They think that if an on boarding sequence is mawr complicated than a user is more invested in the product and will stay for a long time. This is otherwise known as the Kia Effect. We're furniture owners tend to love their AKI of furniture over from house to house because they put it together. They have an investment in some way. I wouldn't recommend doing that with your emails, but if you use a complicated or longer on boarding sequence in combination with some great call to action emails, you can get some great response rates. Here's an example. Well known SAS Company Drift has taken the Ikea effect into consideration and added steps to their on boarding sequence to make the user feel as if they're customizing their drift profile. So therefore they won't abandon using it in the future. Now that might be a little more complicated, but Drift has some tricks up their sleeve. If a user gets stuck and stop setting up their drift account, it triggers an on boarding sequence that they call abandoned emails. The email itself has a subject line so close and ask the customer if everything is okay and if they need help finishing the set up of the product. The female has gotten them tons and tons of replies and actually helped customer success managers talk to prospects to get them through this long on boarding process because of customer success, could figure out what's keeping them from setting up the product. They can actually get them to finish and maybe have the potential to turn them into a paying customer. You need to consider this when you're working with your product or service. It will take a long time and maybe lots of steps to generate the type of loyalty that you desire. But if you send them lots of email with lots of steps, it's not going to have the same effect. So stick with one call to action per email. It'll help you. It'll help your customers and will make your on boarding sequence successful 8. Conclusion & Next Steps: you made it. By now, you've been understanding about what on boarding is how e mails fit into the equation and three types of emails you might write in an on boarding email sequence. By now, I hope you also realize that sending email isn't just throwing words on a page. It's about capturing emotions, concerns, figuring out exactly what's keeping your prospect from turning into a loyal customer and breaking that down into steps and sending the right email at the right time. If you haven't done so already, it's time to start writing. Use the three types of email I described in the course and write a sample email for me. You can write a welcome email what you need to be successful, email or call to action email using a product or service you're working with at your job or product or service that you greatly admire. Use the Project title section as an email subject line and then use the project work space to write the type of email you're sending the context of the product or service you're working with, as well as the concerns or emotions you're trying to convey in the email this is a great chance to get one on one feedback with me. So take advantage. Thank you again for going on this on boarding email. Journey with me. See you in the project gallery.