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Swipe File: Customer Welcome Letter

If you don’t have a swipe file or don’t know what one is, head on over to this article about swipe files that Alyssa wrote on SitePoint to find out what it is and why you need one.

Once you’re done, come back and grab the new customer welcome letter by AWeber below and make it your first addition to your swipe file.

Click to view/download full size letter:

[image img=”http://smallbusinessbonfire.com/wp-content/uploads/2011/03/aweber-letter-150×150.jpg” alt=”letter” title=”aweber-letter” width=”150″ height=”150″ rounded=”all” /]

A welcome letter to a new customer can be reassuring and help reduce returns or cancellations by anyone who may experience buyer’s remorse. I love the fact that AWeber sends a client welcome letter in the mail. How many email marketing firms actually do that? My guess is not many and that makes this welcome letter that much more powerful.

Let’s break down the key components of AWeber’s new customer welcome letter.

Reassuring the Customer

A – The first two paragraphs help reassure the new customer that they made the right decision to go with AWeber as their opt-in email marketing provider. In fact, the CEO knows “that you will be extremely satisfied” with your decision.

[image img=”http://smallbusinessbonfire.com/wp-content/uploads/2011/03/aweber-a.jpg” alt=”letter” title=”aweber-letter” rounded=”all” /]

Getting the Customer to Participate

B – There are two parts to B. The first, highlighted to draw your attention, instructs you to tear off the contact sheet located at the bottom of the letter. This is a great strategy to get your new customer involved with the welcome letter and now makes it much more than just a letter; it’s also a contact sheet.

[image img=”http://smallbusinessbonfire.com/wp-content/uploads/2011/03/aweber-b.jpg” alt=”letter” title=”aweber-letter” rounded=”all” /]
[image img=”http://smallbusinessbonfire.com/wp-content/uploads/2011/03/aweber-b2.jpg” alt=”letter” title=”aweber-letter” rounded=”all” /]

Offering Something for Free

C – AWeber wants you to succeed using their service and they want to give you a FREE video seminar on getting started and how to get more subscribers. Is there a word more powerful than “free”? Who cares that you just paid them for their email marketing service when you are also getting training for free?

[image img=”http://smallbusinessbonfire.com/wp-content/uploads/2011/03/aweber-c.jpg” alt=”letter” title=”aweber-letter” rounded=”all” /]

Showing You Care

D & E – Reemphasizing that they care about you, their new customer, they want you to know that you can call on their team. In fact, the letter is from their CEO & Founder; not some customer service rep. They really do care.

[image img=”http://smallbusinessbonfire.com/wp-content/uploads/2011/03/aweber-d.jpg” alt=”letter” title=”aweber-letter” rounded=”all” /]
[image img=”http://smallbusinessbonfire.com/wp-content/uploads/2011/03/aweber-e.jpg” alt=”letter” title=”aweber-letter” rounded=”all” /]

Including a P.S.

F – Always include a P.S., no matter what you think about them personally. They work. Period. End of discussion.

[image img=”http://smallbusinessbonfire.com/wp-content/uploads/2011/03/aweber-f.jpg” alt=”letter” title=”aweber-letter” rounded=”all” /]

As always, I would love to hear what you think. Is this new customer welcome letter a worthy addition to your swipe file? Do you have a different welcome letter that you’ve swiped that has worked well for you?

Image credit (file cabinet): sasa_eh

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