- Tip #1 included how to make your email subject lines stand out.
- While Tip #2 covered the “conversational” aspect your emails should strive for.
In that article, we also emphasized the importance of “how” your readers think and why that plays an important role in driving conversions. The takeaway?
Adopting a “copywriter mindset” when you write your emails is your BEST BET in order to get new users… on board.
Not to mention that your customers? Will be much more satisfied with what you have to offer and also feel more comfortable using your services… So in article #2:
We want to build upon the skills we introduced last time.
Which will not only improve your onboarding email conversions, but improve your credibility in the eyes of your prospects as well. Because when it comes to writing fantastic copy – focusing on your prospects needs is ALWAYS the goal.
So let’s get writing, shall we?
Tip #3 – Focus on the Benefits… Not the Features (for your User Onboarding Emails).
Because tell me, when was the last time you bought a product or service without thinking of the problem it would solve for you? Most likely never – and if you think otherwise, you were probably unaware of it.
Benefits & Emotion:
Let’s take the example of buying a new car. When we go to the dealer to pick out a new vehicle, we usually go to the lot seeking the benefits that a new car has to offer over our old one. Whether it be:
- Packing all your luggage away and still having room for your dog.
- Arriving faster to work while saving money on gas.
- Or better safety for the family on that trip across the country.
We need something that our current car doesn’t provide. And although the color of the exterior and its rim size sure do look nice (and get our attention)… They don’t really solve the underlying problem that we have when buying (aka the benefit).
The reason humans are so compelled to use/purchase something is that we have a pain point that we want to go away.
We buy off of emotion, and always want to know what’s in it for us. So by choosing to focus on the benefits in your email sequences – you are giving your readers some valuable information they can be excited about.
Never forget: It’s all about the readers’ needs. NOT yours.
So be sure to use the “features” as icing on the cake – not the main dish.
“Benefits” Gone Wrong:
Winston is frustrated… If you couldn’t tell already, and I mean REALLY frustrated. You see, Winston just opened up yet another email from a SaaS company and couldn’t believe what he read:
The masters at Gizmobizmowire here –
Now that December is upon us, we are bringing you some awesome new features! Try to hold in your excitement (we know we can’t) but if you look below, you’ll see exactly what we’re talking about!
Introducing December’s new Features:
- Schedule-media: You can now schedule your social media posts in one place! “Awesomeness!!”
- Planner-zone: This December, you can plan events from your phone while syncing them with every one of your calendar apps! Woah Nelly!
- Video-made-easy posting: Post your videos with much faster processing speed… INCLUDING an analytics shortcut in the left-hand corner. Total Mic-drop!
So.. are you excited, Winston? We really put a lot of time into this and think it rocks.
Let us know what you think about these features!
…. Winston’s reaction?
Yeah… and for good reason, too.
Because where in that email does Winston feel emotion? What benefits are being presented to him to solve a problem? You see, he was given all the features:
- Video-made-easy posting
and told a little bit about what they do, but the “what’s in it for me” aspect of these features? Were not talked about once, and THAT… That is where most user onboarding emails go wrong.
Because just like in the example of buying a new car,
Only telling someone how big the rims are will do nothing for the buyer… unless there is a benefit attached.
So show them.
Show them the benefits and make them FEEL some type of way.
Paint them a picture with words.
And make it known what life will be like after they use/purchase what you’re presenting.
So instead of saying:
- “These 20-inch rims look awesome!!”.
You’re better off saying,
- “Oh yah! And these sleek looking rims that you see right here? Because they are bigger, your car will break A LOT faster which will keep you and your family safe from those texting road bums… A must-have feature for any baby-on-board vehicle.”
See the difference?
Option 2 mentions the feature (rim size), but also shows how that feature will help the person long term. They don’t necessarily need bigger rims, but keeping their family safe from harm?
Is a benefit they will crave.
Remember, although you know how great the features may be. Your customers? Usually, don’t.
Because as the copywriter – you are the artist behind what your readers will think and feel.
So always show how your product/service will improve their life.
Tip #4 – Create a Voice for the Company (for your User Onboarding Emails).
And I’m not talking about singing your heart out.
But what I am saying is to develop a persona in your emails, so that your readers? Become instantly connected with the words on their screen.
Not to mention:
It makes your content more engaging.
And makes your readers think to themselves, “Man, the company who’s writing this? Totally speaks my language.”
And when you manage to do this, you develop a whole new level of trust with your audience and manage to keep them interested long term.
Think of it this way:
If a student is an energetic, fun, and a creative type of person… Would they rather take a chemistry class from this teacher:
or THIS teacher:
Probably the second one, wouldn’t you say? (Sign me up too!).
This is because the student can actually relate to the persona of teacher #2 (as they share quite a bit in common). Basically,
the teacher and the student talk the same talk,
walk the same walk – and the relationship between the two? Will be built much easier. This way, not only does it make learning for the student a lot easier.
It makes them excited to go to class. So when you get ready to write your onboarding emails, creating a voice that:
- And relates
to your readers will mimic this student/teacher connection we gave above. So find your audience persona before you write.
And learn to speak the language of your readers right off the bat. Because when you are able to do this from the get-go –
It makes the process of onboarding, that much easier. Not to mention, it instantly connects your readers to what you have to say…
Just like the cool substitute teacher we had back in grade school.
So in order to do this?
Research is Required:
You need to find words,
- and styles of language
that your readers already use. And when you do?
You can implement that information in your copy.
This way, you will effectively communicate your message to them and avoid creating a disconnect between you and your users.
And if you’re wondering how to do this effective audience research…
You’ll just have to wait for tip #5.
So with tips 1-4 now acquired, writing your user onboarding sequences should start to feel a little less daunting…
With a little bit of practice? Your user onboarding emails will really begin to take off.
Regarding the article we covered today – a good take away message would be to ALWAYS put your users front and center.
Take a walk in their shoes (and mind).
And write to them in a way where their needs, pain points, and personality are always put front and center.
Practice makes perfect when it comes to writing your onboarding sequences, so be sure to implement tips #3 and #4 right away… and don’t forget:
Stay tuned for tip #5. Because without it?
Your user onboarding emails won’t be the same.
About the author:
Hey! I’m Eric, and I know a thing or two about writing copy. I hold a bachelor’s in exercise science and biological science with a minor in communications – and have immersed myself into learning more about the human body and mind as well. I’ve interned at NASA Glenn Research Center as their Exercise Physiologist, taught biology and chemistry labs during my undergrad, and use my background in the sciences to fuel my copywriting craft. I love helping others with my talents and believe that we all have the potential to great things – we just have to trust and love the process.