Welcome back to Marketing Qualified! Here’s what we’re talking about this week:
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Why your welcome email isn’t working. And what to do instead.
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This is why you should test everything. Story time!
✉️ Why your welcome email isn’t working.
They say, “You never get a second chance to make a first impression.”
In B2B marketing, your first impression with a new customer comes in the form of a welcome email.
It’s really important. So why do so many B2B welcome email’s suck?!
Most fall into 1 of 3 traps:
#1 — The Feature Dump
Many B2B companies try to showcase everything they offer right away in the welcome email. But your new user has limited attention. They need direction, not a comprehensive tour of every feature.
#2 — The Brand Lover Letter
A busy person who just signed up for your product wants to see results. They’re not emotionally invested yet. Don’t open with your founding story, values, or mission statement. That’s for later (maybe).
#3 — The Premature Ask
“Follow us!” “Refer a friend!” “Leave a review!”
No! Deliver value first. Then maybe you’ve earned a favor.
Here’s a better way…
1. Give an action.
Tell them what they should do next and what they’ll get out of it.
Don’t say something broad like “set up your account.” Be specific about exactly which action(s) will help them experience your product’s core value the fastest.
2. Link the action to the outcome.
Don’t just explain what to do; remind them why it matters. Help them visualize the specific result they’ll achieve by following your guidance.
Don’t just say “Connect your CRM.” Say “Connect your CRM and start analyzing your pipeline data in under 2 minutes.”
3. Keep it short.
Too many options create decision paralysis. Loading readers up with content and links increases the chances that they’ll get overwhelmed and decide it’s easier just to do nothing. Only share what will help them get a quick win.
Here’s an example…
Let’s pretend we’re on the marketing team at RevenueBoard, a SaaS product that helps B2B marketers auto-generate dashboards from CRM and ad platform data.
This is the welcome email we’d send to new customers 👇
Sample welcome email:
Subject: You’re in. Let’s build your first report.
Welcome to RevenueBoard!
Most teams spend 5+ hours each week wrangling marketing data into something that makes sense. We’ll cut that down to 15 minutes.
Start here:
✅ Connect your CRM
This pulls in your recent pipeline activity and starts building your first report.
[Connect in under 30 seconds →]
✅ Choose your first dashboard template
You’ll get a ready-to-share view that your execs can actually read. No spreadsheets required.
[Pick from 100+ templates →]
Most teams get their first report live in under 8 minutes. You’re just two steps away.
Need help? Here’s a quick setup video [link] or just reply—we’re real people.
– The RevenueBoard Team
P.S. Once you’re set up, we’ll send a few pro tips to help you get even more out of your data.
📰 In the news this week.
🤳 YouTube’s report on the rise of virtual influencers.
💰 How to lower cost per acquisition (CPA).
🧠 Your LinkedIn strategy should start with self-belief.
📉 New data: Google AI Overviews are hurting click-through rates.
🚀 LinkedIn updates premium company pages with new elements
✅ This is why you should test everything.
Last week, we talked to a marketing VP at a pretty large company. He told us a story…
For years, they didn’t publish their pricing. But 6 months ago, they finally did the big reveal on their site. Here’s what happened:
Nothing changed!
They didn’t see any bump to their conversion rate whatsoever.
He said his team was confident they would see some sort of lift. They just had a gut feeling. It would make logical sense, right?
After all, most people (including us) feel annoyed when we get hit with the “contact for pricing” button instead of just seeing the numbers.
Plus, it’s very common to see viral social media posts ranting against hidden pricing. Based on their comments and engagement, it seems like everyone agrees that not displaying pricing is a surefire way to kill conversions.
But for his company, this just wasn’t the case.
It’s a great reminder that…
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“Best practices” don’t always apply to your specific situation.
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Your audience might have different thoughts, feelings, and preferences from you do.
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Don’t take anyone’s advice too seriously. Including ours! Every company is unique. What works best for some will flop for others. Always test things for yourself and let the data do the talking.
😂 Marketing meme of the week.
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