What top welcome emails have in common
As you might expect from an ESP, we at Klaviyo have a lot of email data at our disposal. Recently, I dove into our welcome series data to see if I could find any common threads in our customers’ top-performing welcome emails.
I defined “top-performing” as percent conversions, or the number of conversions divided by the total number of welcome emails sent. To set a baseline, I looked at the top ten companies who had sent at least 100 welcome emails in the past 30 days.
Here are four common threads I found:
Don’t forget to segment
More than half of the companies I looked at segment their welcome series based on how new subscribers sign up or whether or not they have purchased (or both).
If you have multiple ways that you collect email addresses – a popup and embedded footer, for example – you can treat these new subscribers differently. Your popup may offer a purchase incentive, like 10% off, while your embedded footer signup doesn’t. This is something that can be easily reflected in a segmented welcome series.
You may also want to segment your welcome series based on whether or not a new subscriber has made a purchase. Why?
First, new subscribers who have never made a purchase may need an incentive.
Second, if you’re capturing new subscribers who have already made a purchase, this means you can use their previous purchase data to market to them.
You can use product feeds or product recommendations in these welcome emails to increase the chances of recipients seeing something else they like.
Keep it short and sweet
Seven out of ten of the companies I looked at only have one email in their welcome series. No one had more than four emails, which goes to show that long, drawn-out welcome series can actually be a turnoff. Those who do send multiple emails use an increasing sense of urgency as new subscribers progress through the series.
Stay top of mind
All of the customers I looked at send their first welcome email immediately after a new subscriber signs up.
Striking while the iron is hot pays off.
If there are multiple emails in your welcome series and you are unsure how to space them out timewise, take a look in Google Analytics or another analytics tool to see how long it takes the average subscriber to make their first purchase.
Now you know what to use to inform the timing of your emails. It’s also a good idea to filter people out of your welcome series once they do make a purchase to avoid emailing them too much.
Offer an incentive
Another universal policy I noticed among our top-performing customer is that they all offer between 10-20% off in their welcome series. If you send multiple emails, consider starting on the low end and offering increasing discounts as the series progresses. If you segment your welcome series, you can also be choosy with who you offer incentives to.
It’s worth noting that before you start offering discounts, you’ll want to first make sure that offering discounts makes sense for your brand. Even if it doesn’t, there are still other incentives you can test out, like gift cards or other promotions. Beyond just persuading people to purchase, this is a nice way to welcome new subscribers into your brand.
Successful welcome series are actually pretty similar across companies
While the sample size I looked at was small, it was remarkable how similar our customers’ top-performing welcome series actually were. I was able to distill these similarities into four trends that, in some cases, 100% of companies followed. So, at the very least, keep these four factors in mind when planning or reassessing your own welcome series.