Revamp Your Welcome Series
With only a few days left before we kick off 2016, you’re probably in the midst of outlining your marketing strategy for the new year. There’s no better time to start thinking about revamping your emails – and no better place to start than with your welcome series. Since these emails introduce your customers to your brand, it’s crucial that you make a strong first impression.
Our recent research into flow data revealed that initial welcome emails have over a 50% open rate, which is twice as high as open rates for ordinary campaigns. Plus, they have the highest click rates (9%-13%) of all the flows we studied, and generate around $2,000 per month on average. So, it’s safe to say that welcome emails are a prime venue to establish your brand and message.
Regardless of whether you’re using a double or single opt-in strategy, your first welcome email should be sent immediately after a new subscription. Some ecommerce stores using the double opt-in signup method choose not to send a welcome series, but we would strongly recommend they start.
Because a welcome series is meant to introduce new customers to your company, it’s advisable to keep the emails contained in a relatively narrow span of time. Presumably, after a certain amount of interaction with your brand, customers will become familiarized with your products and philosophy and will no long require introductory emails. For our own welcome series, we send the second email a day after the first, and the third a day later.
After these first three emails, your customers can be filtered into different, more personalized flows based on actions they have taken on your site or within your emails.
From here on, we’re going to focus our discussion primarily on the first email in the welcome series flow. Overwhelmingly, “Welcome to ____” is the most popular subject line amongst our customers. In fact, around 22% – nearly a quarter – of customers we surveyed use with word “welcome” somewhere in the subject line of their welcome series.
While clarity and straightforwardness are certainly valuable as far as subject lines go, it is worth bearing in mind, again, that this is your customer’s (or potential customer’s) first point of contact with your company. You want to put your best foot forward, and a little creativity can go a long way in maintaining brand awareness and tone.
Here are some of our favorite welcome email subject lines:
|“You’re on the List”||Glossier|
|“Get ready to live life from your KOR”||KOR Water|
|“Here’s a little gift just for you!”||Fit Detox Tea|
|“We’re Glad You Found Us”||BodyBlendz|
|“Isn’t the 1st photo just adorable?”||The Home T|
|“Look Good. Feel Good. Do Good.”||Naja|
|“Luke… I am your spotter”||Campus Protein|
|“Thanks for joining, you’ve made a good decision.”||Brickell Men’s Products|
|“Welcome to the Party!”||Mixology|
|“Here’s what you need to get started”||Huckberry|
Your welcome email should have your branding, popular products, and – most importantly – give recipients an idea of what your company is all about. In terms of design, putting the majority of your core, clickable content before the scroll is a key to a successful email layout.
That said, you don’t want your emails to look cluttered. The best way to avoid this is by dispersing relevant, unique content among several different flow emails. Make sure that the photos you choose to include are accurate and attractive representations of your products – an aesthetically pleasing email is a lot more likely to persuade recipients to buy than one that isn’t. Here’s a great example of a welcome email below:
Image courtesy of MVMT Watches.
Many of our customers also offer coupon codes or free shipping to new subscribers directly within their welcome email. You can even include this promotion in the header text, which will ensure that it’s displayed in the inbox preview of the email. This is a great way to push recipients to make the leap to their first purchase, after which point it will be much easier to send them personalized campaigns and product recommendations via segmentation and product feeds.
You probably don’t need us to tell you just how important welcome series are. Out of all our customers’ most commonly used flows, welcome series are second only to abandoned carts in terms of profitability. So, running a welcome series might seem like a no-brainer, but they’re also the most infrequently used flow. The new year is the perfect time to A) run a welcome series if you don’t already have one, or B) polish your existing one.
Are you running a welcome series? Why or why not? Let us know in the comments below.