The 2nd most important email you'll send

👉 and probably one of the most overlooked

I wrote recently about the most important email you can send - your welcome email to new subscribers.

It sets the tone, begins to build a relationship. And if you do it right it can get you a big increase in future email opens.

There's another email that's vital too - and largely gets ignored...

...your welcome email to new customers.

Usually what happens when you buy something is you get an email thanking you and a link to log in to get what you paid for.

Then crickets.

Maybe an email a few days later checking up to make sure you've logged in.

But a staggering number of people who buy stuff never get around to using it (I count myself in that group - the number of things I've bought but barely used or not used at all is frightening).

And if someone doesn't actually use your product, they don't benefit from it.

So they might refund.

Or even if they don't refund, they're certainly not going to buy any more from you or recommend you to their friends.

The virtuous customer flywheel stops dead if people don't actually benefit from what they've bought.

So use that first welcome email to get them going fast.

Give them an unexpected bonus. Point them to quick wins. Engage with them personally and get them to commit to doing something.

Make that customer "on ramp" work for you.