Your ambassadors said yes. Now the first thing they get from you sets the tone for the entire relationship. A strong welcome letter gives them everything they need to start promoting — responsibilities, rewards, resources, and a way to reach you. Get it right and you’re building long-term advocates, not just one-off influencers. Below: the essential elements, three ready-to-use templates, and how to pair your welcome letter with onboarding that sticks.
Essential elements of a brand ambassador welcome letter
A brand ambassador welcome letter is usually sent via email, although it could be a message sent via social media or a note that accompanies a gift package. Regardless of how you send it, there are several essential elements that all brand ambassador welcome letters should include:
- A warm welcome showing you’re excited to have them on board
- A reminder of the company mission and their role in it
- A review of the rewards they’ll get and how they’ll receive them
- How they can access ambassador training (live or on-demand)
- How they can access marketing materials, guides, and templates
- How they can access and use their ambassador tracking link and track their progress
- How to reach you if they have questions
If you’re going to have live trainings, you may be able to skip some of these elements in the welcome letter as you’ll cover them in the training. But make sure there’s a way for ambassadors to easily access what you covered in the training.
And if you’re giving them an ambassador link (and portal access) after the training, you’ll need to do so in a separate follow-up email.
Brand ambassador welcome letter templates
Brand ambassador welcome letter template #1: If you have pre-recorded trainings
Brand ambassador welcome letter template #2: If you have live trainings
Brand ambassador welcome letter template #3: A shorter format focused on the portal
Beyond the welcome letter: onboarding and engagement
The welcome letter gets ambassadors through the door, but onboarding and ongoing engagement keep them active. Here’s how to build on that first impression.
Onboarding essentials:
- Give ambassadors a welcome basket with free products and other useful items.
- Create live or pre-recorded training videos that cover the important elements of promoting your brand — and that ambassadors can go back to anytime for a refresher.
- Build an FAQ page where brand ambassadors can find answers to common questions.
- Train your ambassadors to sound authentic but within the context of on-brand communications. You could even use open-ended prompts to kickstart the creative process, for example, “Could you show yourself eating our granola bar on your next outdoor adventure?”
- Familiarize ambassadors with their end of your brand ambassador software, including how to access and share an ambassador link.
What to cover in training:
- How the ambassador program works
- Brand fundamentals (vision, mission, values, culture)
- Product knowledge (differentiators and unique selling points)
- Must-follow guidelines for promoting your brand and using your branding
- Recommended messaging to use as a starting point
- What to avoid when talking about your brand
- Content creator training (how to create and upload content, developing the right type of content, creating high-quality photos)
Keeping ambassadors engaged:
- Use an ambassador newsletter, social media group, or Slack group to keep ambassadors updated.
- Give ambassadors opportunities to share feedback and suggestions. You might even set up meetings between ambassadors and brand executives.
- Make sure ambassadors know how to track sales and rewards earned via their ambassador portal.
- Boost brand ambassador engagement by maintaining regular and open lines of communication.
Wrapping up
The welcome letter gets ambassadors started. Structured onboarding and regular communication keep them engaged. Build both into your process and you’ll spend less time managing ambassadors and more time benefiting from their reach. Need help automating welcome emails, tracking ambassador activity, and managing rewards? Referral Rock’s brand ambassador software handles it.
About the author
Jessica Huhn is a content writer and strategist at Referral Rock. When she is not writing, there is a good chance that Jessica is singing, arranging songs, sharing and enjoying content on social media, or hanging out with her mini Goldendoodle. She believes that it's always important to cultivate gentle strength.
