• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Email Marketing

5 rules for writing effective onboarding emails

Contributor Brent Sleeper reveals how the language and content of great onboarding emails reflect essential secrets for driving user engagement, conversion and growth.

Brent Sleeper on January 18, 2018 at 5:59 pm
  • More

Advice for tech marketers rarely covers the words they should be using.

Perhaps that’s not surprising in a business that takes perverse pride in its jargon, acronyms, neologisms and quirky branding. But bear with me, because I’m going to bring my inner word nerd out to play. Don’t worry — I’ll balance that with a hefty dose of actionable information, too.

English speakers aren’t shy about borrowing words from other languages that capture a specific idea that’s otherwise hard to describe. Many of them famously come from German: angst, wanderlust, realpolitik, zeitgeist… and the delicious, vicious concept of schadenfreude.

But there’s another one that product and marketing teams should understand: gestalt. That word refers to the indivisible form and impression of a thing: the whole that’s greater than the sum of its parts. It’s a fancy word that does a good job of capturing how people use and perceive the value of software.

As marketers, we need to remember that word, gestalt, whenever we’re tempted to lean on a checklist of features or specs to market a product. The reason is quite simple: user and customer experience (CX) is far more than the sum of its features. That’s critical in today’s cloud economy, where CX has become an essential quality of successful apps and services.

[Read the full article on MarTech Today.]


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Brent Sleeper
An inveterate storyteller and fierce customer advocate, Brent Sleeper leads content marketing at SparkPost, a cloud email delivery service. Previously, he helped companies like Salesforce, Oracle, and other cloud and technology providers develop marketing strategies that reflect core principles of authentic communication and empathy for the customer experience. He is a graduate of Carleton College.

Related Topics

Channel: Email MarketingMartech Column

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

White Papers

  • A Beginner’s Guide to Omnichannel Marketing using Marketing Automation
  • The Top Five Objections That Hold Companies Back From Doing SEO
  • How To Optimize SEO With UGC
  • Email Tune-Up: A 5-Point Inspection to Get Your Program in Gear
  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
See More Whitepapers

Webinars

  • The Secret Behind SEO Success: Predict Rank with the Power of Data Science
  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

h
Receive daily marketing news & analysis.
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference
  • Search Marketing Expo

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok