Welcome Series bring lots of money to the table. It generated our client over $82k in the last 30 days. It's main objective is to make New Email Subscribers familiar about your brand and convert them into a Loyal Customer.
In this post, I am going to explain what is WELCOME SERIES is in Email Marketing and give Extremely Practical Tipsso that you can setup your own WELCOME SERIES for your eCommerce store.
𝗪𝐡𝐚𝐭 𝐢𝐬 𝗪𝐄𝐋𝐂𝐎𝐌𝐄 𝐒𝐄𝐑𝐈𝐄𝐒 ?
WELCOME SERIES is a Email Flow that is sent automatically whenever someone joins the newsletter.
The main aim of the WELCOME SERIES should be to Welcome the Email subscribers to our list and convert them to a loyal customer by the end of the flow.
𝐍𝐮𝐦𝐛𝐞𝐫 𝟏 𝐌𝐢𝐬𝐭𝐚𝐤𝐞 𝗪𝐡𝐚𝐭 𝐄𝐯𝐞𝐫𝐲𝐨𝐧𝐞 𝐌𝐚𝐤𝐞𝐬
They have an Embedded Form saying "JOIN OUR NEWSLETTER" . There is not a strong cause. We need to give our visitor a strong cause or reason to join our Newsletter. NEWSLETTER is the most fruitful Email List. So having more people in it means More sales for you.
𝐂𝐨𝐫𝐫𝐞𝐜𝐭 𝗪𝐚𝐲 𝐭𝐨 𝐒𝐞𝐭 𝐔𝐩 𝗪𝐄𝐋𝐂𝐎𝐌𝐄 𝐒𝐄𝐑𝐈𝐄𝐒
1. Have a Pop Up- I tried Popup, Embedded Form and Sliding Form. Popup is 400x better than the Normal Form. and also out performs the sliding form.
2. Add a Cause - Instead of having a Popup Saying Subscribe to our list, give them a strong cause like GET INSTANT 10% OFF ON YOUR ORDERS.
You can also tell them to join and receive daily tips regarding your niche . For Example- One of our client had 7 Figure Men's Fashion Store. We ran a Pop Up and collected Email promising them to send daily Fashion Tip on their Email.
3. Train Them to Open the Email- Almost every store does it. Since you are reading this, I hope you will never repeat this mistake.
If you are running a Pop Up campaign for discount, never give them discount on the site itself. Instead send it to their Email Address and ask them to check their Email to receive their Personalized Discount code.
𝐓𝐲𝐩𝐞𝐬 𝐨𝐟 𝐄𝐦𝐚𝐢𝐥 𝐓𝐨 𝐁𝐞 𝐒𝐞𝐧𝐭
We already talked about the best way to collect Emails. After someone joins your Email list, you don't want them manual campaigns everyday. Instead set an Email Automation for every new Email Subscribers. Here are the types of Automated Emails you should set for your newly joined Email Subscriber.
𝟏. 𝐃𝐚𝐲 𝟏 𝐄𝐦𝐚𝐢𝐥 -
This Email is sent right after someone joins. The main aim of this email is to Welcome them to the team. Tell them your Brand Values here. And if you promised 10% coupon ,give it here. Add scarcity to coupon. Make sure to request them to white-label your email( Use GIF )
𝟐. 𝐑𝐞𝐦𝐢𝐧𝐝𝐞𝐫 𝐚𝐧𝐝 𝐁𝐚𝐜𝐤 𝐬𝐭𝐨𝐫𝐲-
Here you will focus solely on back story. The main aim of this Email is to make them feel connected to your brand. Your brand story should be impact full.
Separate yourself from your competitors by addressing your Special Brand Values. And at last, remind them of the discount code you gave yesterday. ( Only if you run discount campaigns on your Pop Up )
𝟑. 𝐒𝐡𝐢𝐩𝐩𝐢𝐧𝐠 𝐏𝐨𝐥𝐢𝐜𝐢𝐞𝐬-
Tell them that because you are getting lots of orders everyday and you will be covering shipping(if it's free shipping) , shipping usually takes 2 weeks.
But also promise that though it takes time, the product will be right at there doorstep and they don't need to worry. This email will help you address and kill the shipping related objections your Subscribers might have.
𝟒. 𝐒𝐓𝐎𝐑𝐄 𝐓𝐄𝐒𝐓𝐈𝐌𝐎𝐍𝐈𝐀𝐋-
Previously sent emails pretty much help you stand out from your competitors. You are already among 64% of online stores whose brand values are clear to their customer. It will pay of massively in the long run. Today's email is all about building trust. Trust is the building block of any brand.
If your customer don't trust you, they won't buy from you. Write an Email about how some types of people ( address values of your target audience) likes your product while rest 90% don't. And link them to your store's testimonial page. If you don't have a store testimonial page then create one.
𝟓. 𝐆𝐑𝐀𝐍𝐃𝐌𝐀 𝐑𝐔𝐋𝐄 -
Today we will make our Email Subscribers open our Emails regularly. For that, we will announce a monthly giveaway or a prize. This prize will be randomly sent to your top 3 Engaged Subscribers. Tell them about this whole Give Away your store runs every month.
This will drastically increase your Email's Open Rate. We are using the same principle our Grand Ma used on us. A chocolate if you do your homework.
𝟔. 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐑𝐞𝐜𝐨𝐦𝐦𝐞𝐧𝐝𝐚𝐭𝐢𝐨𝐧(𝐘𝐨𝐮𝐫 𝐁𝐞𝐬𝐭 𝐒𝐞𝐥𝐥𝐞𝐫) -
Today is the day that we have been cooking this whole thing up. By now almost everyone who has money and is interested on your products trust, like and engage with your Emails. We will introduce our Best- Seller today.
We will tell them about it's cool features and benefits but we will not sell them. We will only recommend them to check it out. We don't want our Welcome Series Emails to go on Spam or Promotion tab yet.
𝟕. 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐓𝐞𝐬𝐭𝐢𝐦𝐨𝐧𝐢𝐚𝐥 -
Just like what we did with store's testimonial, this time we will link our Email to our Best-Seller's testimonial page. The testimonial page should be of the same product that we talked about yesterday.
By now you will already get lots of sales. But there are still some unsure purchaser. We will use discount code as a incentive . You can give discount code according to your profit margin. Also make sure to use Additional Filter to exclude those who already bought from your store since starting this flow.
After all these Emails, if someone made a purchase, they will be added to 𝐏𝐨𝐬𝐭 𝐏𝐮𝐫𝐜𝐡𝐚𝐬𝐞 𝐅𝐥𝐨𝐰 where we make sure they don't charge back, remain loyal and hyped about their product.
If they have not purchased just checked out, they will be sent to 𝐀𝐛𝐚𝐧𝐝𝐨𝐧 𝐂𝐚𝐫𝐭 𝐅𝐥𝐨𝐰. We will try to recover the cart there.
And if they have not opened email at all, they will be sent to 𝐑𝐞𝐞𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧, where we will try to Reengage Them and Convert them into a Customer.