For various reasons, I've been getting a lot of emails that go somewhat this way:
Hi! You've signed up for XYZ Corp's widgets web app. We're glad to have you! Please click here to activate your account.
Only some of them have gone this way:
Hi! You've signed up for XYZ Corp's widgets web app. Read this message thoroughly and save it forever.
Hello name,
We've got several things to tell you. They're very, very important, so you should definitely read them. Somewhere in this message, you can assume we'll eventually tell you what to do in order to begin using our web app.
First Lorem ipsum dolor sit amet, consectetur adipiscing elit. Nulla ultricies, nibh at hendrerit posuere, dolor risus mollis lacus, sed accumsan eros ante vitae ligula. In order to do this, you should go to this link to yada yada yada. Ut consequat mauris id ligula euismod viverra. Suspendisse eros quam, rhoncus ut elementum vitae, commodo sed sem.
Second After doing what we just told you, Nullam commodo justo tempor ante rutrum mollis. Nunc ultricies mauris id nulla egestas condimentum. Proin feugiat auctor lectus, eu blandit quam rutrum sed. Aliquam erat volutpat. Sed enim nisl, aliquam sit amet vulputate eu, tincidunt a nisl. Then you can visit this link to use the web app in the future. Aliquam eu ipsum dui. Integer pulvinar arcu sit amet sem vulputate vehicula.
Third Sed interdum, nunc id fermentum sagittis, tortor odio fringilla neque, ut viverra tellus dui eu nunc. Nam condimentum quam vitae urna pulvinar congue. Suspendisse vel elit justo. Aliquam eget risus sit amet elit tristique hendrerit. Vestibulum nec felis elementum justo pretium semper condimentum eget nibh. Nunc malesuada egestas lorem, at mollis diam luctus eget. Donec lorem arcu, aliquam in posuere non, gravida ut lectus. Ut vulputate commodo tristique. Nulla dignissim enim sit amet dui adipiscing nec consequat est imperdiet.
Finally thank you for trying our web app.
Theres a problem here. Its not a huge one, but if you take the time to fix it, your users will love you.
Never give people instructions. This is a categorical statement, and is therefore flawed if applied universally, but I think you can understand it as it applies in this context. Whatever web app or widget store you have, your sign up process should be able to fend for itself in the instructions department. When registering new users, send the first email and not the second. Then, provide all the instructions you could have crammed into the email in the pages shown after the user clicks the easy-to-locate link.
Why do this? Well, assume your users are excited to use your product. This should be what you want anyway, right? Excited users don't want to wade through a bunch of instructions, they want to just go, right now! Keep this in mind when designing anything, and do everything you can to make sure you give users the information they need, when they need it. Avoid dousing their excitement in cold water.
On a final note, avoid requiring your users to even use an activation email. Sometimes this is necessary, but make sure it is before you make yourself a nuisance. There's absolutely nothing wrong with sending a "Welcome" email, but don't require your users to interact with it.


Redbox