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User Registration Follow-up Email: A Checklist

by Pascal Deschenes on January 7th, 2011
Rolodex

Congratulation! You have a new registered user! Now what?

SaaS (or any other application form as a matter of fact) generally requires to send the new user some sort of welcome message or registration follow-up email. If that’s not your case, think about it. While sometimes neglected, this very first message could end up being the utmost important customer communication message. Its sole objective is to jump-start a long term relationship with your user.

I’m far from being a communication or marketing guru such as Seth Godin or fellow Montrealer Mitch Joel. But I listen and learn. This check list is a result of several iterations mostly based on a mix of subjective criteria, feedback from users, and some information collected over the years. Some items might generally apply to any form of email communication. Your mileage may vary. Feel free to share, comment or question.

Subject

Be clear about the purpose of your email message. While just “Account Registration” does not cut it, something like “Your XYZ Service Account Registration Details” or event better yet “Welcome to XYZ Service!” does it. Simple, yet efficient.

Sender

Like any other email communications, your Reply-To field should always be a valid email address even if automated. Why? To keep the communication flowing. Either invite the user to reply back for any questions or other information requests. This Reply-To could be either one of the founder, product manager, or even a CRM or Ticketing System. Something like product-xyz-noreply@foo.bar is simply unthinkable or crudely put: irresponsible. You’re a user yourself, not a program.

Recipient

During the registration process, you have most probably asked for a firstname, lastname combo. Then use it! Add a touch of personalization to your email communications. Start your content with “Dear John Smith,” or simply “John,” depending on your corporate style, audience, or communication guide (eurhm right).

Introduction

First and foremost, your message should remind your user what this message is all about. Some user receives lots of registration emails, and it might be hard to keep track of everything. Simplify the process by explicitly stating the purpose of your sending. “This is a follow-up message regarding your recent XYZ service registration.” would do the trick or its minimalist counterpart “Your XYZ service account is now ready!

Body

Keep the body short but always useful. Depending on your style, you might even add a funny touch, similar to folks at CD Baby.

How to get started.

Provide the user with some hints about what can be done next or some other form of inspiration regarding your service.

How to get help.

Provide information about how a user can find help. This could be a link over your online forum, your Get Statisfaction channel, an IRC web chat room, or simply a reminder about your support team contact details.

How to cancel.

It’s always nice to let the user know that she has (and will always have) a way out.

Conclusion

A conclusion is a way to wrap things up and open up for more. Remind the user that he may hit the reply button to ask for help. You might even try up-sale some of your complementary services if applicable. In fact, you should. If a user is favorable to one of your service, she might also be interested in some other proposition that you have.

Signature

Always sign your email. Personally. This could be just you, your team or the whole company.

This is your first customer communication email. Don’t make it your last one!

A few last notes

  • Always keep in mind your target audience.
  • If using a HTML template (which I would highly recommend), provide an alternate ASCII text content as well.


From → marketing, startup