New customers need good information. Although they may not want you to send them a book on the subject, they do need to know where to find information about your business, and who to contact.
A simple welcome letter can give them a lot of information, and you can put it together easily on a macro.
As either a hard copy letter or an email, it should provide enough useful information for the customer to want to keep that information handy.
Welcome letters should be friendly, obviously. They also need to be written so the customer knows they're getting a personalized response.
In nearly all cases, businesses are dealing with people who have a range of related interests, and you letter should address those interests.
Again, this is marketing. You're dealing with your market demographic, and that creates some necessities in your promotional materials.
The example here is a new client for a hobbyist website for modelers. The site provides materials for the hobby, news, and advice on modeling techniques. The audience is highly specialized, and often are experts in their own field.
So the welcoming letter (email) is being written to a person with a good knowledge base, and who will have their own informed opinions about what they want and what they need.
Dear (title and surname)
Welcome to Modelers Paradise! We'd like to tell about our services and briefly run through them so you can make good use of our website and our materials.
As you will know, we have a Members Club, (insert link to landing page) where modelers can obtain their materials direct from us. You'll find materials for everything from ancient Phoenician ships to 19th century ships of the line to steam engines and 20th century battleships. We have design software, graphics materials, and a paint shop you might not believe. We're not sure we do.
There's not much we don't have, and if you have any suggestions for models or historical themes, we'll be interested to hear them.Customer Service
Anything you need to know, any questions about the site, orders, or just general inquiries, send us an email (insert link) or ring us (insert direct customer service phone number). We're all modelers here, so our people will definitely be able to help.
The Modelers Paradise Forum
This is a place where modelers can really talk modeling. We have real experts among our members. So you can be sure you'll learn something, and your own ideas will get heard by people who know what you're talking about.
Problems or complaints
If you have any difficulties or issues while using our services, please contact me directly, on the above phone number or email. We're here to help.