Acquiring a new customer is a significant event for any business and it’s important to make the most of it. At the very least, you can make a customer feel good about their choice with a new customer welcome letter. This communication can serve to:
- Be an official introduction to your business
- Express gratitude for the customer’s purchase
- Reassure your customers that they’ll get value from your product or service
- Let your customers know about important aspects of using your product or service or communicating with your company
- Kickstart a good business relationship by showing you have taken the time to send a thoughtful welcome message
Generally, this is the perfect opportunity to make a good first impression and provide customers with all the information they need right off the bat. This will set the tone for your ongoing relationship with the customer and encourage stronger engagement on their part by establishing a two-way communication route.Not sure where to start? To get the ball rolling, we have four new customer welcome letter templates you can use to compose your own unique messages. We also have a few handy tips to help you get it right.
How to write a customer welcome letter
First, decide whether an email or letter is the best option. Most communications nowadays happen via email, since it’s quicker and more convenient, but an official letter can add an air of authority and care for high-value customers.If you’re going with a letter, read on for some tips and templates.During the 2020 pandemic, digital customer engagement is vital to business, and it'll continue to be. Download our free whitepaper on how to use technologies during COVID-19 and beyond.
6 tips to craft an effective welcome letter for new customers:
- Decide on the format
- Choose who will send the welcome message
- Avoid over-the-top phrasing
- Reiterate your value for your customers
- Share contact details and invite customers to ask questions
- Provide useful resources
Here are five top tips for writing welcome messages to customers:
- Decide on the format. Letters should follow your company’s tone and voice. Using formal language in a new customer welcome letter if you identify as a cool startup may not be a good idea. Conversely, you can be formal if that’s your company’s policy (e.g. common in law firms or real estate). Also, decide whether typed or handwritten letters are best (typed would be your way to go in most cases, but think whether a particular case warrants the more personal touch of writing by hand).
- Choose who will send the welcome message. Sometimes, the welcome letter will be sent signed by an executive, like the CEO. Other times, the welcome message will be sent by the customer’s assigned account manager. Who sends it may well affect the content of the letter: an executive might focus on the overall company vision, while an account manager will get down to business by asking for introductory calls or indicating resources.
- Avoid over-the-top phrasing. Common formal phrases like “we’re honored you chose us”, “we’re privileged to have you”, or “esteemed customer” sound inauthentic. Opt for more sincere and toned-down phrases, such as:
- “Welcome aboard”
- “Thanks for choosing us”
- “We are committed to providing…”
- “Looking forward to knowing more about your company” or,
- Something relevant to your business, like “we’re always available to help make your stay at our hotel pleasant and memorable.”
- Reiterate your value for your customers. This helps reassure customers that they’ve made the right choice. If, for example, you’re in SaaS, you can briefly say what your software helps the customer achieve. If you’re an insurance company, you can state your vision (e.g. we’re committed to helping you navigate difficult times).
- Share contact details of their new account manager and invite customers to ask questions. Your letter should include the phone number and email address your customer can use to contact you or their new account manager. Encourage customers to use these contact details to ask any questions they have.
- Provide useful resources. Even in physical form, you can include links to videos or web pages that can help customers. If appropriate, you can also include written material with your letter (e.g. if a customer has purchased a piece of machinery, you can include a factsheet with that product’s specifications or awards).
How to use our templates
Any words included in brackets are placeholder text – replace them with whatever makes the most sense for your business. In some cases, sentences inside brackets could be removed altogether depending on the type of email you’re sending.Feel free to modify this template and insert a touch of personality.
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New customer welcome letter templates
Note that the letter samples that follow, except Version 4, are semi-formal to informal. This means they include contractions and have a lighter tone than most formal letters. Adjust the level of formality based on what makes sense for your company, but make sure to keep your language simple and authentic (e.g. avoid passive voice or complex phrases).
Version 1: Welcome letter signed by an executive
[Your company_logo and name][Company contact details, incl. return address][To: Recipient_name][Date]Dear [Customer_name],Welcome aboard! Acme is [the market leader/ most innovative player/fastest-growing company in your_industry]. We look forward to working with you to help you get the most out of our [product/service] and realize your business goals of [example].Here at Acme, we are committed to [state vision and, if possible, explain briefly how it relates to this particular customer’s business]. [Our services are being used by 2000 companies like yours]. We hope that we’ll live up to your expectations.Our excellent customer support team is available 24/7 to help you with any questions. You can contact them at support@acme.com or +123456789.Your satisfaction is a priority for us, so feel free to share any feedback you have – we take your opinion seriously and will do our best to implement solutions for you.Regards,[CEO/COO/VP]
Version 2: Welcome letter signed by an account manager
[Your company_logo and name][Company contact details, incl. return address][To: Recipient_name][Date]Dear [Customer_name],Welcome to Acme! Thank you for choosing us as your [industry-specific provider]. We are committed to [state two or three benefits of your company’s services].I’d also like to introduce myself as your new account manager. I’ll be your point of contact for any issues or questions you have. I look forward to helping you get the most out of our [product/service] and realize your business goals of [example].To get started, take a look at our [short FAQ/factsheet/guide/etc.] by going to this web address {www.faq.acme.com}. [I’ve also enclosed a short factsheet you may find useful (see the online version at acme.com/resources/factsheets).I’m here to help if needed. Feel free to contact me at yourname@acme.com or +123456789 for any questions you have, no matter how small.Regards,[Your name]
Version 3: Welcome letter after purchasing a product
[Your company_logo and name][Company contact details, incl. return address][To: Recipient_name][Date]Dear [Customer_name],Thank you for purchasing [product name] – we really appreciate you placing your trust in us.We’ve been designing our products with business needs like yours in mind. The specific product you’ve purchased [is one of our best sellers/has won Award of the Year/etc.]. We hope it’ll live up to your expectations.To get started, you can have a look at our enclosed [short FAQ/factsheet/guide/etc.] on how to set up the product properly. More information is also available at this web address {acme.com/resources/product-guides}.Should you encounter any issues or have any questions, our support team is available from 8:00am to 11:00pm EST at support@acme.com or +123456789.Regards,[Your name]
Version 4: Formal welcome letter to customer
[Your company_logo and name][Company contact details, incl. return address][To: Recipient_name][Date]Dear Mr./Ms. [Customer_name],I would like to take this opportunity to welcome you as our customer at Acme. We are committed to providing you the highest possible standard of service in [industry] and we appreciate you placing your trust in us.I am [Your_name] and I will serve as your [point of contact] while you use our [products/services]. My job is to make sure you get full value out of your purchase and realize your business goals of [example].To contact me with any questions or issues, you can:
- Email yourname@acme.com
- Call +123456789
Best regards,[Your name]