Welcome email
An email sent to new customers, confirming their registration to the app
PROBLEM
As part of the Handshake project, I needed to create an email confirming registration of new users and to welcome them to the app.
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As welcome email is essential step in the user journey. It is the email that is most likely to be opened by users so it needs to meet their needs and to give them the information they need to continue their user journey.
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It should give more detail about the app they've just signed up for, in a concise manner that won't overwhelm with a lot of information that isn't relevant or too much detail. Equally, it should explain in what ways they can use the app in order to benefit from it best. Now isn't the time for smoke and mirrors!
It's also a great opportunity to link to a tour or a product demo, to guide the user with practical use and familiarise them with their new app.
PROCESS
I wanted to create an easy-to-read, succinct email that would explain the main benefits to both user types and motivate them to explore what Handshake could do for them.
I made sure to refer to user research, to understand the goals of both user types. I really wanted an email that was as concise and easy-to-understand as possible, but yet included all the information that they would need to start their user journey with the app. It can be an overwhelming experience to learn a new professional tool, and I wanted this welcome email to really simplify it as much as possible.
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I focused particularly on develop voice and tone, specifically the enthusiastic tone that I wanted to emphasise here. A new beginning is full of potential and I really wanted this optimism to come across in the email.
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I studied the product and distilled the main benefits to both user types, making sure to focus on being enthusiastic and really trying to focus on making it attractive to users, and really marketing the concept.​
RESULTS
The main message is clear and the call to action is motivating. I've explained how users can learn more and made it look easy.
I wanted to give the users exactly what information they need, as they needed it. The welcome mail makes the app look very attractive and it really emphasises the benefits to the users.
TITLE OF THE CALLOUT BLOCK
LESSONS LEARNED
I learned a lot through finishing this project and if I had to redo it, then there are some elements I would change.
I think the subject line could use another look, although I think personalising the subject line and the welcome line with the user's name is good, and is ac​tually proved to increase click-through rates, I think there is an opportunity here to add some personality and give it more of a brand flare.
In terms of design, I'd also work with the UX designer and other members of the team to add in an image here, just to break up the text a bit more and to add some visual interest, perhaps even a gif or animation.
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I would also raise the question of if we wanted to have a different email welcome depending on the user type so we could give the specific benefits of being a freelance with Handshake for example.
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