When to Send Your Welcome Series
The timing of your welcome series emails depends primarily on two factors: how many emails there are in your series, and your industry. We recommend ecommerce companies send three initial welcome emails, but for non-ecommerce brands three emails may not be enough to adequately onboard new subscribers. To determine how many welcome series emails are right for your business, A/B test the number of emails you send. You can also A/B test the timing of your welcome series to see what converts the best. To start, here are our best practices:
Regardless of your industry, your first email should be sent immediately after a new subscriber signs up. If you use a double opt-in method, your first email should be sent immediately after they confirm their subscription. The reason for sending your initial welcome series email immediately is simple: the moment someone decides to sign up to your email list is when they are thinking about you most.
To that end, you want to provide them with any information that might lead them to purchase, and you want to do so as soon as possible. The content of your welcome emails should facilitate the jobs of both your sales and customer support teams, so be sure to include both product and logistical information in this email.
Your second email should be sent 1 day after a subscriber signs up. This isn’t too soon after the first email that you will be pestering new subscribers, but it’s soon enough that your company will still be fresh in their minds.
One important thing to note is that, if a subscriber makes a purchase after the first welcome series email and before the second, they should be opted out of further welcome series emails. You should also be implementing a post-purchase email series and you may also send a daily newsletter, which means customers who purchased and are still part of your welcome series may be receiving three or more emails a day. To avoid bombarding these customers, automatically remove them from your welcome series flow once they make a purchase.
Your third email should be sent 2 days after a subscriber signs up. Sending one welcome series email for three consecutive days is especially useful if you send a daily newsletter, since you’ll acclimate new subscribers to your mailing frequency. The content of these emails should be sequential, too, and flow logically.
Again, be sensitive to how many emails a customer may be receiving and don’t continue to send welcome series emails to customers who have already made a purchase.
If a subscriber hasn’t purchased after this third, final email, you may choose to add them to a separate flow aimed at getting them to purchase. This flow should email subscribers less frequently than your welcome series email. Try sending the first email 30 days after a subscriber has signed up.
For non-ecommerce companies, your welcome series’ main goal may not be to get customers to purchase a particular product. Instead, you may focus on onboarding new customers. If you’re a software company, for instance, you’ll want to anticipate any concerns new customers might have and provide answers. If you’re a non-profit, you may be more interested in introducing new subscribers to your organization.
Odds are, you won’t be able to pack all the information you want to cover into your initial welcome series email. You should spread onboarding information out into separate, digestible emails so customer aren’t overwhelmed with too much new information.
For this reason, restricting yourself to three welcome series emails isn’t necessary — send as many emails as you think your customers need, but give them the choice to opt out of further welcome series emails. Some customers might not feel that they need any extra information, so you don’t want to send them irrelevant emails.
As for timing, you should follow the same model for ecommerce and send your welcome series emails sequentially, once a day. You can also filter your flow based on actions a customer has or hasn’t taken to provide more pertinent information.
On average, welcome series emails have open rates of over 50%, which is much higher than a typical newsletter campaign. Take advantage of this opportunity to connect with your new subscribers by anticipating their needs and providing them with information that will enrich their experience with your brand.