When someone signs up for your eCommerce email list, the first impression you make is crucial to positioning your brand. By using automation in your email marketing strategy, you can craft a welcome series campaign that will build customer loyalty and ultimately drive conversions.
A Welcome Series is an experience designed for your new subscribers, triggered immediately after signing up for your newsletter or email list.
When someone signs up to receive messages from your brand, you are truly top-of-mind — making this an extremely important touchpoint in your customer’s journey.
Use this as an opportunity to give subscribers a stellar first impression, introduce them to your brand, and get them excited about your offerings.
Before we dive into strategy, let’s take a moment to think about where our customer might be in their journey when they sign up for our email list.
When a customer signs up, they are ultimately showing an interest in our brand.
However — they might not be a customer.
When creating our Welcome Series, we need to remember that we might be speaking to someone unfamiliar with our brand and what we offer.
Or, we might be speaking to a returning customer looking to connect with us more frequently via email.
Keeping this in mind, let’s work through what your Welcome Series strategy might look like.
Typically, a Welcome Series is 1 to 4 messages that span the length of about a week.
Keeping your customer in mind will help you decide how many and which type of messages will be best suited for your brand.
The first message in your series should be sent immediately after someone subscribes.
The messages that follow can have time delays in between them to ensure subscribers are not receiving too many emails from your brand at once — 1 to 2 days in between messages would be typical for this type of Series.
It’s important to think about your company’s goals as well. Do you want to deepen your relationship with customers and build brand loyalty?
Your Welcome Series may be more focused on offering your brand’s story, curated content, and links to your social media to connect outside of your eCommerce store.
If your goal is to turn subscribers into customers, you may want to include an incentive to make the first purchase, offering an in-depth look at your best products and customer favorites.
What works well for one business may not work well for yours, so it’s important to test and discover what resonates best with your audience.
Like all things in digital marketing, there is never a one-size-fits-all approach. However, a typical Welcome Series might look like the following:
Timing: Immediately after someone subscribes
● A warm welcome to your brand, and an introduction to your brand’s story or overall mission.
● A highlight of the perks of being on your email list, and what subscribers can expect to see from you.
● An incentive to make a first-time purchase for non-buyers, or a “thank you” offer to returning customers for joining you.
Timing: 1 to 2 days after message #1
● A highlight of what makes your brand or your products unique.
● An in-depth look at your brand’s content or product line, highlighting your top-sellers or most engaging pieces of content.
● Social proof: Reviews from customers, customer curated content, or awards/recognition.
Timing: 1 to 2 days after message #2
● The request for subscribers to join you on another platform — Facebook, Instagram, YouTube, etc.
● Customer curated content.
● A highlight of upcoming events or giveaways.
Timing: 1 to 2 days after message #3
● Share your top-selling products or common items purchased in a first order to your new subscribers who haven’t made a purchase yet - now would be a great time to remind them of their offer from email #1
For returning customers, highlight products that compliment what they might have purchased in the past.
Launching a basic Welcome Series is a great place to start, but there are several ways you can go above and beyond to find your optimal flow and messaging:
Split testing different workflow paths, timing, promotions, and content placements are all ways to optimize this Series for its best performance.
If a contact has made a purchase before, including product recommendations based on their previous purchases can result in an increase in conversions. This is absolutely worth testing if you plan on including products in your Welcome Series.
Checklist for creating your Welcome Series:
Then comes the fun part — launching your series and monitoring its performance.
Featured Image: freepik