Email Campaign Series: How To Write A Welcome Flow That Converts
Why wait until you write a sales campaign to inflate that conversion rate? A welcome flow email series has major converting power.
(As Shopify Partners and ecomm industry experts, we’re providing recommendations based on experience and tactics that have proven successful again and again. Keep reading for some basic but effective tips on creating a welcome email sequence).
In our previous email marketing blog, we looked at How To Build An Email List From Scratch Quickly & Easily. If you haven’t developed a strategy for attracting new subscribers first, we suggest starting there.
Once you have a subscribers, regardless if it’s one, one hundred, or one thousand, creating a welcome flow email campaign is the first step in engaging them with your brand.
It’s not enough just to get people to sign up, which is to say that maintaining a good open rate demands making your newsletters enticing enough to read. That requires know-how, an action plan, and impeccable implementation.
In this blog, we’ll look at the practical details for creating a welcome flow:
- The sweet spot for number & frequency
- The ideal timing
- The content
An auto-generated email system like Klaviyo, for example, will contain support to help you construct the flow, frequency, and duration of your newsletters. If you’re new to ecommerce, then your approach may be manual to start. Either way, this guide will help you with the basics.
Number & Frequency of Emails
Rule of thumb is you don’t want to drag it out and you don’t want to overwhelm your reader. People enjoy receiving emails with good content, until those emails become daily occurrences.
Most people agree that a cluttered inbox is irritating, and they will quickly delete or unsubscribe in response to being bombarded, no matter how good the content is.
So, the first order or business is to work out what you want to communicate to new subscribers and why. That will help determine the number and frequency of your newsletters. As a welcome series, you’ll likely send more emails than in a nurture series, simply because there is more to tell your subscribers.
We’ll get into this in greater detail in the content section, so for now, let’s just summarize what to include: who you are, why you’re contacting them, what they can expect, and how they can contact you or learn more about your brand, products, and/or services.
A welcome series can usually be wrapped up within three emails. And we recommend no more than one email every 3-4 days. You may want to engage split testing and measure one variable at a time, for example frequency and later, timing.
Key Takeaway: Avoid pestering your audience––send no more than 3 emails over about 10 days.
Timing is everything, right? If it’s done right it can mean higher conversions. And it’s easier than you think. If you’re operating a B2B company, business hours are generally ideal, between 8-5 pm, considering the time zone of your subscribers. A B2C business may capitalise on break periods, with lunch break and evening hours ideal times.
Time zone send recommendations for email newsletters are built into many email software programs via email newsletter design features, making it easy for you. Otherwise, you’ll want to segment your subscribers according to their time zone, aligning it with the research on the best time to send email newsletters.
Different types of content will warrant different send times too. For example, providing information or an interesting story versus trying to make a sale or advertise a discount or new product. Consider the time of day you’re most willing to receive different types of information and go from there.
Key Takeaway: Consider reader receptivity to different types of information, time zone, and reason for newsletter to determine the ideal send time.
The First Email
The first email should be immediate and short and sweet, including only the most useful information. However, this is also THE opportunity for creating a solid and lasting impression on your customer. It’s imperative you get the voice right.
Always mention why they are receiving the email, ie. how you got their email address. Was it a lead generator? Did they sign up on your homepage? This upholds your brand integrity right at the start of your communication. On a practical note, it also refreshes their memory!
You can also summarize what info is forthcoming in future emails, highlight key points and offers, and add emphasis where necessary but without creating a visual overwhelm.
The first email is an ideal opportunity to segment your audience. This tactic helps you create more intentional and engaging content that your subscriber has specifically asked for.
Through segmenting, you can track open rates, replies, clicks to included links, and whether they forwarded your email. Once analysed, those metrics help you determine what to send and how often to send it to a particular group of subscribers.
The Second Email
Here you can introduce a summarised version of your brand story. Keep the focus on your audience though. You only want to communicate information that serves them in some way so think about how your brand story benefits them and write it from that angle.
Include your social media information here too. That gives your subscribers a variety of channels for following you, contacting you, getting more information about your products and services, and learning about special offers and discounts.
Finally, lay out what readers can expect to receive in your emails. This creates transparency early on and may increase open rates if they have a sense of what to expect when your newsletter lands in their inbox.
The Third (& Final) Email
Use this final email in your welcome series to serve as an example of how your regular future newsletters will read.
Start delivering good, usable, interesting, and engaging content now. Remind them about the frequency of your regular newsletters too.
Key Takeaway: More isn’t better. Be short, concise, and engaging.
A Couple More Tips...
Almost as important as the content itself is its structure. No one wants to read big chunks of text, so break it down into bite-sized statements of one or two sentences per paragraph.
We also recommend including a consistent footer in each email that contains your brand logo or photo, a short bio (2-3 sentences at most), and your brand’s tagline.
While this is not a comprehensive guide for creating a welcome flow, it is a good starting point for developing an action plan. For sophisticated tools, check out Klaviyo for email automation and seamless integration with Shopify.
One more thing––as Shopify Partners, we’re just a click away with total email marketing support and other expertise for building your email commerce business (and we’re not exclusively Shopify Partners, so we can help with any ecomm platform you’re operating).
Contact us today for a free strategy session.
November 26, 2021