Getting a relationship off on the right foot with a new subscriber can be tricky business. We analyzed the conversion value of all of our customer accounts to see which welcome series campaigns excelled.
Brooklinen is a bedding company based in Brooklyn, New York. Founded as a Kickstarter campaign by husband and wife duo Rich and Nicki Fulop in 2014, Brooklinen offers high quality bedding at affordable prices. Like many other ecommerce stores, they use email to drive a significant portion of their sales. Their welcome series, in particular, does a great job of convincing new subscribers to make their first purchase.
“Our approach is simple: Quality is the most important thing. The products just need to be awesome. Second, we wanted to manufacture responsibly with top quality materials. And finally, try our best to offer products at accessible prices.”
What can we learn from Brooklinen’s welcome series? Test, test, test.
Brooklinen didn’t just wave a magic wand to come up with such a high-return welcome series. They have tested every single component of each email, from subject line to CTA.
Justin Lapidus, Brooklinen’s General Manager, also uses data from Klaviyo and Google Analytics to plan the timing, copy, incentives, number of emails — you name it.
And what has he learned? You have to keep testing! The ecommerce industry is constantly in flux, so what works best right now may not work best forever. He’s also found that it doesn’t hurt to take risks. No idea is too ridiculous to test, and a lot of times the results of your tests can surprise you.
Tip: Don’t be complacent
It’s easy to let your flows go stagnant, especially if they’re doing well. But don’t fall into that trap. There is always room for improvement, and the best way to improve is to test.