What is welcome email flow?
The welcome email series for e-commerce should be triggered when someone signs up on your website (e.g., to receive some discount) or installs your app and creates an account. We are specifically tailoring this flow to focus on leads and not necessarily customers, but you can customize it for your needs.
đź’Ľ Expert tip
If your goal is to drive the conversion, removing them from the welcome email flow is best if they are on the “conversion path.” If your goal is to increase awareness, introduce the brand, and so on, you can keep them in the welcome email flow.
🎯 The goal of this sequence
Express gratitude to new subscribers and create brand awareness
Introduce new products or helpful resources to shoppers
Encourage visitors to make a purchase
đź’Ľ Expert tip
Brands should leverage the welcome series to great new people, set the tone of the relationship, and get them to feel warm and welcome.
Recommended emails in this sequence: 4 emails
Optimum flow time: 1 week
Emails in this sequence
- Email # 1: Welcome email
- Email # 2: Recommended products
- Email # 3: Social proof
- Email # 4: Additional resources
Email # 1: Welcome email
đź“© Why this email
Welcome new subscribers and briefly introduce them to your brand values, products, or best sellers. Most brands give some offers to first-time users.
Welcome email also decreases spam complaints and unsubscribes in the future as people are made aware that they have subscribed to your email list.
đź’Ľ Expert tip
Capture the user preferences within the welcome email series. Ask them what type of emails they want to receive and how often they want to receive them.
-Suryanarayan Pal, Mailmodo
Email # 2: Recommended products
đź“© Why this email
Suggest products to new users to get people to visit your website and buy from you. The products you suggest can be your store’s bestsellers or products your visitors were already looking at. What you offer is subjective to your business.
âś… Best practice
- A/B test your products to see which one people like the most. It will help you send appropriate suggestions that get people to convert.
Email # 3: Social proof
đź“© Why this email
Show that your brand is credible to gain people’s trust in your brand and get them to convert into customers. You can showcase customer reviews, user-generated content posted on social media, testimonials, etc. Provide an offer to get people to purchase and try the product themselves.
Email # 4: Additional resources
đź“© Why this email
Show people some helpful content(blogs, videos, podcasts, etc.) related to your product or niche. For example, if you sell sustainable shoes, you can send them posts that educate people on how they can take care of their shoes to last a long time.
đź’Ľ Expert tip
A great welcome sequence is strategic…yes. But it’s also simple.
Instead of overcomplicating things when it comes to creating valuable content for your emails, have a look at the content you already have.
Have a look at your social media, your blog posts, or even your podcast.
Which content is already working so well that you could repurpose it and turn it into a high-value, automated email?
â›” Sequence exit
If the person has made a purchase at any point of the flow, immediately remove them from this flow and send them to the post-purchase flow. If they haven't purchased by the end of the welcome flow, send them to the product recommendation flow.
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