Client and business letters
New client welcome letter examples
A welcome letter is read more carefully than anything else you will ever send a client, because they have just spent money and are looking for evidence they chose correctly. It is also the only letter where telling them what happens next is genuinely useful rather than filler.
Written by Autopen Australia · Updated
Standard welcome, service business
[FIRST NAME],
Welcome, and thank you for choosing us over the others you looked at.
The practical part: [CONTACT NAME] is your point of contact and their direct line is [NUMBER]. You will hear from them this week to set up [FIRST STEP]. Everything after that runs to the schedule we sent through.
One thing you do not need to do is chase us. If something slips, we will tell you before you notice.
[NAME]
Where the client is switching from a competitor
The anxiety here is the transition, not the service. Address it in the first line.
[FIRST NAME],
Welcome to [BUSINESS NAME].
Moving providers is the part people dread and it is mostly our job rather than yours. We will deal with [PREVIOUS PROVIDER] directly to get what we need. Expect two short emails from us and nothing else.
[CONTACT NAME] is looking after you on [NUMBER].
[NAME]
Short, premium, for a high-value client
[FIRST NAME],
Delighted to be working with you.
[CONTACT NAME] will be in touch on Monday. Anything at all, my direct line is [NUMBER] and it is genuinely direct.
[NAME]
Getting it right
- What to mention. Who their actual human is and how to reach that person directly. What happens in the first fortnight. One thing they do not need to worry about.
- What to leave out. A history of your company. Your values. A list of every other service you sell, which on day one reads as an upsell before you have done anything.
- How long. 80 to 140 words. This is a letter rather than a note, and the practical content earns the length.
- How personal. Confident and specific. Reassurance comes from detail, not from adjectives.
Personalising more than a handful
The fields that earn their place here: [FIRST NAME], [BUSINESS NAME], [CONTACT NAME], [NUMBER], [FIRST STEP].
A welcome letter naming the wrong account manager is a worse first impression than no letter. If your assignment data is not reliable at the moment of posting, write the version that names a team and a shared number instead.
Before any run, read the piece with the longest value in your data, the shortest, and the empty one. If all three read as English the merge is sound. Personalising direct mail at scale covers the rest.
Sending these at volume
Welcome letters arrive one or two at a time all year, which is the cadence that defeats good intentions. Run as a weekly batch they are trivial; left to be remembered they stop within a month.
Autopen Australia writes each piece individually with a real ballpoint, personalises every piece from your list, written into the sentence rather than dropped into a gap, hand-addresses the envelopes, prints your supplied letter or artwork before it is written on and inserts, collates and seals.
Want one going out on every new account? Ask about weekly batches
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Writing more of these than you have evenings
Tell us roughly how many and what they say. We will come back with an exact price and a production window.