Monday, March 4, 2024

A Guide to Email Etiquette when Onboarding New Clients 


The first email to a new client can be something that can make or break the relationship you are trying to build with them. You can and should think of it as the one opportunity you have to seal the deal. 

Whether you like it or not, first impressions count no matter what product or service you provide. Here are some tips for creating the best possible email for your brand new customer or client.

Subject Line

A small but vital detail is your subject line. You need to find the balance between something that grabs attention without sounding like clickbait. While this can require trial and error, there are some aspects you can add when starting. 

Keep the subject line short, describe what the email is about or the value it offers in three or four words, and keep it light and fun. 


No one wants to open an email and be met with a wall of text or something that looks like it was made in Clip Art. Keep the format simple and clear, use a big and easy-to-read font, and space out your sentences and paragraphs to make them easier to scan. 

Don’t forget that people decide in a second or two if they will read your email; you want them to read or at least look through it. Making it easier to read will increase the chances of this happening. 

Repeat the Value You are Offering

Considering this is an email to a new client, they already know what you are doing or offering. However, it is vital that you repeat the value you are offering so that they are reminded of why they signed up in the first place.

Provide the Next Steps

Part of your email should include what your new customer or client must do to reach the next step. Whether that is creating an account, setting up a profile, or finishing an order that they may have placed as part of your initial set-up. 

You have hooked the client already; now, you want this email to reel them in and get them to the next phase of being a customer. 

Offer a Reward

A small feature you can add to your email is to offer your new client a reward of some kind. Gyms are great examples as they will often offer a backpack or a free class or two when someone signs up. This means you not only have a new client but one who will also use your services. 

Whether it be something free or a discount, it will encourage clients to use your service and allow you to show them what they are getting or how good you are at what you do. There is no use in having a huge client base if only a fraction of them spend money with you regularly. 

Finish with a Call-To-Action

The final thing you want to do is to add a call-to-action that requires something of the client. 

This aspect is essential because until they do it, these clients stay as potential revenue as opposed to a guaranteed income. A call-to-action can also be the email itself, as you could add “show this email at your nearest branch for a free tire inspection” if you are a garage, for example. 

The point is to make your client take the next step and to invest time and effort, no matter how small, into your product or service. 

Be Friendly and Personal 

Regarding the tone of the email, no matter who you are, keep it friendly, casual, and personal. Addressing the email to a specific person is a slight touch that won’t go unnoticed, and keeping the tone light lets the client feel like they are talking to a friend, as opposed to someone who just wants their money. 

While you do want to remain professional, don’t underestimate the power of a more casual conversation. Not everyone thinks or does everything in a highly-formal manner all the time; therefore, they are more likely to stay engaged and see you as a person and not a faceless entity. 

Always Include Contact Information

Finally, always make it clear who your potential client can contact if they need more information. A big turn-off for a lot of people is not having a straightforward, easy way to contact a company. The last thing you want is a potential client to not move forward with you simply because they can’t find the right way to contact you. 

Once again, it is a small detail, but many people still value being able to communicate with you when or if they need to. 


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